Tuesday, May 17, 2022

Orange tires herald Orangetheory Gym’s late summer arrival

Co-owner Tolan Dyer at Sandbridge Beach (Courtesy of Orangetheory Fitness Facebook)
Co-owner Tolan Dyer at Sandbridge Beach (Courtesy of Orangetheory Fitness Facebook)

Bright orange car tires are scattered throughout the city, and it’s not an art installation or a form of littering.

Orangetheory Fitness will open its doors at 2111 Princess Anne Road in late summer, and the owners have begun a marketing campaign. The orange car tires, located next to gas stations and businesses along main roads, bear only the words “Lose Your Spare Tire.”

“We thought it’d be funny to tie it in with losing a bit of belly fat,” co-owner Tolan Dyer said in a phone interview. “Just so it generates a little bit of buzz.”

Eight tires have been strategically placed along main roads, including the 7-Eleven at the intersection of Princess Anne Road and General Booth Boulevard. Dyer partnered with businesses to place the tires on their properties. He will include promotional information or discounts from the businesses in his customers’ membership packages once the gym opens, he said.

Beginning May 1, the gym will offer discounted rates for early membership sign-ups. Reservations will be placed for the discounts, but no money will be collected until opening. Rates will vary from $8 to $28 a session, Dyer said.

The gym’s philosophy is centered on the “Orange Zone,” a 60-minute workout designed to achieve a target heart rate that leads to a speedier metabolism and a post-workout calorie burn. Members will use a heart-rate monitor in the workouts and their fitness results will be accessible via an app or email.

Orangetheory Fitness has more than 300 franchise locations in the U.S., including 11 in Virginia. This will be the first in Virginia Beach, owned by Tolan and his wife, Abby.

“It’s been such a long time coming,” Tolan said. “It’s something we’re excited and passionate about. It can change people’s lives and help them lose weight.”

Have a story idea or news tip? Contact Business reporter Hillary Smith  at Hillary@wydaily.com or 757-490-2750.

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