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Orange Theory instructor leading a fitness class

Case Study: Orange Theory Fitness

Service Cloud and Community Implementation

OrangeTheory Logo

OrangeTheory Fitness Dallas-Fort Worth is a privately owned fitness franchise of OrangeTheory (based in Boca Raton, Florida). It offers group personal training workouts based on High Intensity Interval Training. They blend cardiovascular and strength training at their Studio, a boutique style, energetic fitness facility.

Salesforce Products
Salesforce Sales Cloud logo
Salesforce Service Cloud logo
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Franchise Performance Analytics
Franchise Compliance Tracking
Team Management
Schedule Management
Back Office System


OrangeTheory DFW is rapidly growing and set to acquire many Studio locations in and around Dallas. The leaders of OTF-DFW decided to implement Salesforce as a tool to manage their Studio’s needs and evaluations, and provide a collaboration hub for Studio employees to communicate with the OTF-DFW staff.

Studio Managers and Head Coaches rely on OTF-DFW to maintain their studios from a repair and supporting standpoint and had a very manual email and spreadsheet based method of tracking support issues. OTF-DFW also regularly monitors, coaches and evaluates the Studios, Studio Managers and Coaches for training and compliance with corporate Orangetheory Fitness policies and procedures. These visits and evaluations were tracked by hand on paper, with no capability to track, score or follow up on action items.


OTF-DFW leveraged several Salesforce products to solve their inefficiencies and improve their ability to service Studios, and scale with the addition of additional studios coming into the OTF-DFW portfolio. Rosetree did a full Salesforce implementation to manage Studios (as Accounts), Studio employees (as Contacts), support issues (Cases) and custom applications to manage Coach Performance Reviews, Studio Visits – such as leadership visits, studio drop-ins and training. OTF-DFW is now able to import metrics from an external system and leverage Salesforce’s Lightning Reports and Dashboards to track Studio performance indicators on a weekly and monthly basis. Process Automation for scoring, action items, email notifications and chatter complement the business process and merge the team together into a single platform.

To further support the Studio employees, a fully branded Customer Community was implemented to share Visit information with Studio Managers and Head Coaches, as well as provide a portal for Studios to log, track and collaborate on support tickets.

The salesforce mobile app was customized and deployed to both OTF-DFW users as well as the community users as their primary use case is in the Studios and away from the corporate office.


The Orangetheory project was very successful and enjoys significant user adoption and approval. The team has eliminated their paper, email and spreadsheet based systems and now have a digital tracking and automated process to manage their workflows. The Studio engagement has improved, and is a significant advantage for the new Studios coming into the franchise ownership.