• Wired, Monday, August 15, 2022 6:40 PM

Although forced to temporarily close its brick and mortar operations, fitness studio Orangetheory was able to pivot to survive and even thrive during the pandemic. “We went into the pandemic with the deep belief that whatever the other side of this looks like, people are going to need us, probably more than ever,” Orangetheory CEO Dave Long tells Wired. The company went to work on relaunching the studio-based offering as a digital product — Orangetheory Live. “But where Orangetheory set its Covid reaction apart wasn’t in the digitization of its offerings so much as in its decision to use that critical time to innovate still further,” per Wired.

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