• by Fern Siegel , August 24, 2023

Mother's Los Angeles office has won the Orangetheory Fitness account as lead creative agency. The assignment follows a competitive review.

The remit is to increase Orangetheory's visibility and positioning in the category.

Mother will collaborate with Orangetheory's existing agency partners, including Tombras for media and Coyne PR. The first work from Mother is expected this fall.

Orangetheory Fitness focuses on heart rate-based interval training.

Kelly Lohr, CMO of Orangetheory, said:"We truly believe in this agency's ability to not only help in evolving our brand, but in disrupting the category."

Jesse Unger, head of strategy at Mother, added that Orangetheory's scientific approach to wellness is "the dream creative opportunity."

Mother, an independent agency, also has offices in London, New York and Shanghai. Clients include Ceria Brewing Company, Postmates, Quip and Sonic.