Orange Theory, a fitness company founded in 2010, is now making $1 billion in revenue and is on track to open 2,500 studios by 2024. The brand is riding the wellness wave, which means more than just fitness. Kevin Keith, chief brand officer at Orange Theory, is focused on creating a strong brand message and differentiating. Keith revealed why being a lifestyle brand is not the goal, how wellness has permeated culture and whether a robot is going to take Kevin’s job.