Orangetheory Fitness determined that additional structure and guidance were needed to strengthen its cultural initiatives beyond the work of its internal committee. DSG Consulting’s review revealed opportunities in four core areas: hiring and talent processes, marketing materials, internal leadership communication channels, and external messaging related to culture.

DSG Consulting conducted interviews with senior leaders and members of the internal committee to assess the effectiveness of existing culture frameworks to identify areas of improvement. The team led weekly committee sessions, consulted regularly with Executive Leadership, and advised on talent acquisition, employee development, and retention efforts. DSG additionally provided guidance on communication and messaging for internal and external audiences.

DSG Consulting created a customized playbook with clear guidance for future culture and talent practices across OTF. The team presented a keynote session at OTF’s Virtual Annual Employee Learning & Development Summit, developed several actionable plans for internal committee execution, and facilitated four tailored workshops for employees and leaders. Additional support included ongoing marketing, communications, and crisis-responses guidance.