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Logicbroker > Case Studies > Orangetheory Fitness Streamlines B2B Operations with Logicbroker

Orangetheory Fitness Streamlines B2B Operations with Logicbroker

Technology Category

Platform as a Service (PaaS) - Application Development Platforms
Sensors - Utility Meters

Applicable Industries

Apparel
Buildings

Applicable Functions

Procurement
Product Research & Development

Use Cases

Intelligent Urban Water Supply Management
Time Sensitive Networking

Services

Testing & Certification
Training

The Challenge

Orangetheory Fitness, a boutique fitness studio franchise, identified a significant challenge within their business model. The franchisees were spending a considerable amount of time purchasing miscellaneous goods such as cleaning supplies and water bottles, which detracted from their ability to build relationships with members. To address this, co-founder and CEO Dave Long proposed the creation of a B2B Marketplace that would allow franchisees to directly purchase approved equipment and supplies. This initiative evolved into a co-branding opportunity with suppliers like PATH, an eco-friendly bottled water company. However, the challenge was to find the right technology partners to support this new B2B marketplace, Supplies Central, and to connect suppliers to it.

About The Customer

Orangetheory Fitness is a boutique fitness studio franchise that has spent the last thirteen years perfecting the gym experience. They have developed a proprietary science-backed, group workout that utilizes revolutionary heart rate monitors to influence a whole generation’s approach to interval training. With over 1,300 U.S. studios, Orangetheory Fitness has a unique franchise model where the franchisees were spending a significant amount of time purchasing miscellaneous goods. To address this, they proposed building a targeted B2B Marketplace that would allow franchisees to directly purchase approved equipment and supplies.

The Solution

Orangetheory decided to use BigCommerce to launch their marketplace. Despite being designed for D2C eCommerce, Orangetheory found it suitable for their unique use case of a D2C marketplace operating in a B2B environment. They leveraged their franchisees and Franchise Advisory Council to test the platform and provide feedback. The marketplace was launched in February 2020, just before the pandemic hit. During this time, Orangetheory began discussions with Logicbroker to connect their suppliers to the BigCommerce network. Logicbroker was recommended by various agencies they were working with to get their marketplace up and running. Logicbroker led the way for all supplier connections, and Orangetheory officially launched with five suppliers onboarded and connected in just a few weeks.

Operational Impact

The implementation of the B2B marketplace has had significant operational benefits for Orangetheory Fitness. The automated supplier onboarding, order visibility, and document management tools provided by Logicbroker have streamlined the purchasing process for franchisees. This has allowed them to focus more on building relationships with members rather than spending time on purchasing supplies. The marketplace has also driven consistency in member-facing products, such as restroom amenities, and has resulted in general cost savings due to the number of studios utilizing the platform. Furthermore, the partnership with Logicbroker has allowed Orangetheory to explore new and innovative ways to get their franchisees the products they need to run their studios.

Quantitative Benefit

Orangetheory processes over 13,000 B2B orders each year through the new system.
Five suppliers were onboarded and connected in just a few weeks.
Approximately 6,500+ hours are saved for their studios in total each year, calculated as an average of 30 minutes of time savings per order placed.