Orangetheory Fitness Canada (OTF) and premium RTD Olé Cocktail are teaming up for a “No Shower Happy Hour.”

Kicking off Aug. 22, the partnership features community events, free workouts, exclusive product sampling and an end-of-summer social-media and in-studio giveaway for the chance to win a one-year OTF membership and a cooler packed with Olé Mocktails.

Nine Point Agency worked with Orangetheory to bring the campaign concept to life and amplify it.

“We want people to see us as the perfect blend of fitness and fun,” says Blake MacDonald, president of Orangetheory Fitness Canada. “One thing that stands out about our current members, is that they see OTF as a lifestyle – they come for a workout, socialize with their friends and our coaches, but also take advantage of community events such as this one to share an experience.”

MacDonald tells strategy that aligning with like-minded brands such as Olé Cocktail, which exemplifies the same work-hard, play-hard culture put forth by OTF, is part the fitness company’s strategy to reach new audiences.

Trials, giveaways and contests, MacDonald says, play a key role in spreading brand awareness.

“In addition to national campaigns, our studios run ongoing giveaways and contests locally to keep members engaged and show appreciation,” he says, adding that such efforts often include collaborations with local fitness runs, charities, businesses and brands that OTF members support.

The “No Shower Happy Hour” campaign is being promoted across OTF’s internal networks (in 103 studios across Canada and on the company’s social-media pages), traditional media (earned and paid), influencer marketing and its partnership with Olé Cocktail.

MacDonald says, similar to may other fitness studios and gyms, OTF is still recovering post-COVID.

“We’re seeing a resurgence in metabolic conditioning (one of, if not the most effective, ways to build muscle and burn fat), an incredible sense of community at the studios, and people coming in who have never worked out a day in their lives and sticking with it for the long haul,” he says.