Orangetheory Fitness Hires Amazon Exec As CMO

Orangetheory Fitness has hired a former Amazon executive as its new CMO.

Kelly Lohr, who also had a leadership role at Freshly/Nestle, brings more than 20 years of experience and leadership in digital and brick-and-mortar marketing, brand strategy, B2B sales, partnership development, creative services and customer engagement. 

As Orangetheory continues to position itself as an innovator in the fitness and wellness space, Lohr will help drive an evolved member experience and brand relevancy, according to the company.

An expert at navigating the intersection of physical and digital customer experiences, Lohr is the latest executive hire for Orangetheory, who recently named Jason Dunlop president of international. She will report to Dave Long, co-founder and chief executive officer.



Most recently, Lohr was the chief growth officer at Freshly, the Nestle-owned healthy prepared meal delivery subscription service, where she  led a brand refresh, and spearheaded new wholesale capabilities.

Prior to Freshly, Lohr was head of brand, marketing, customer insights and strategic partnerships for Amazon Go, where she was a part of the initial team that launched the autonomous retail concept and the Just Walk Out Technology platform, recently introduced in Whole Foods Market stores. 

Lohr was also responsible for the early development of the Amazon store analytics product and a suite of shopper marketing programs as a part of Amazon’s physical store monetization strategy.

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