As you probably know, Orangetheory Fitness built their company around the "Orange Zone" (84% of HR max) by educating members about it, designing workouts to get you in (and out and in...) the Orange Zone, displaying it on a big board on the wall and helping/motivating class participants to get in the Orange Zone for 12-20 cumulative (not contiguous) minutes within each intermittent training class. Although CrossFit does not measure or display HR, getting their members in and out of the Orange Zone (thus inducing significant EPOC... excessive post-exercise oxygen consumption and endogenous HGH production) is the key ingredient in their not-so-secret sauce for getting results, as well.
As the price of these "measure & display" systems comes down, I predict Orange Zone training will permeate the club industry, especially in small group personal training classes. Even if members choose to not wear a monitor and not show up on the big board, they should get better workouts as the board (assuming at least a few participants are showing up on it) reminds them about the value of the colored zones and facilitates a more mindful and purposeful exercise session experience- then generate more EPOC and HGH- and results!
A studio or club's ability to communicate their superior competence in "going Orange" to prospects and members may prove to be an important strategic marketing distinction. Game on.
A great strategy for Medical Fitness Centers is to create within our walls a "civilized version" of a CrossFit box. Instead of only throwing mud at CrossFit (as an over-training-promoting, poorly supervised cult that hurts many people... a reputation which they deserve), we can also take a high ground, shrewdly play nice and give them a few kudos/a modicum of credit for having been the first-movers in going Orange... but we can boldly note that CrossFit got carried away with it and went way over the top... they now hurt a lot of their members physically and psychologically with unhealthy practices and obsessions.
In contrast to CrossFit, forward-thinking MFA centers with a robust schedule of small group personal training classes that utilize the Orange Theory can claim we have extracted and modeled around the "good science" lurking, but long lost, somewhere deep in the roots of CrossFit, but we have left behind the dangerous, macho, cultish side of CrossFit.
The result: A safe, effective, "civilized" version of a CrossFit workout conveniently housed in our welcoming and non-judgemental environments
(we might as well take a swipe at the Planet Fitness "no-judgement zone" while we are crushing CrossFit).