During the campaign (#IBurnForALS) — which lasts from February 20 to March 5 — more than 570 Orangetheory studios nationwide will encourage their members to donate money to the cause.
Orangetheory franchises offer a 60-minute, five-zone, heart rate-monitored interval training concept, in which participants attempt to reach their “orange zone” – achieved when working out at 84 to 91 percent of heart rate capacity. According to Orangetheory, that stimulates metabolism and increases energy. For every minute a participant spends in the “orange zone,” the fitness studio awards one splat point.
Participants during the two-week event will be asked to donate $1 for every splat point they earn. To increase donations, the company will host an Augie-thon on February 25 at all of its studios nationwide. Members and nonmembers who donate $20 can attend the 90-minute Orangetheory class; the first 45 people arriving at each studio that day will also receive a special black or orange sweatband.
“ALS is not an incurable disease; it’s an underfunded one, and we hope to change that,” Dave Long, co-founder and CEO of Orangetheory, said in a press release. “We’re honored to be partnering with Augie’s Quest in the fight against ALS. Augie Nieto has a longstanding relationship with the fitness industry, so the partnership was an obvious choice for us. We are confident that the dedicated members of our Orange Nation will help us hit our goal of raising $1 million in support of ALS research.”
Proceedings will fund research at the ALS Therapy Development Institute (TDI) in Cambridge, Massachusetts. The institute is directly financed by Augie’s Quest and dedicated to finding a cure for ALS.
Augie’s Quest was co-founded by Augie Nieto and his wife Lynne. Nieto, who ran several fitness-related companies, was diagnosed with ALS in 2005 and has since then raised funds for the cause through events and partnerships.
“I refuse to stop burning in my quest to find a cure for ALS and encourage all Orangetheory members and non-members alike to join our #IBurnForALS campaign,” said Nieto, who chairs the ALS TDI board. “Together with Orangetheory Fitness, I am confident that we can reach our goal in support of those awaiting treatment and a cure.”
Anyone can donate to the campaign and help Orangetheory and Augie’s Quest reach their goal.