Cult fitness brand Orangetheory will unveil a partnership with Apple this year

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Boutique fitness brand Orangetheory Fitness has amassed a cult following on the back of its high-intensity, boot camp-style workouts. This year, it is set to partner with yet another cult brand.

Orangetheory chief brand officer Kevin Keith teased an upcoming partnership with Apple at the Association of National Advertisers’ Brand Masters conference on Friday.

“We are actually rolling out, later this year, some new partnerships that rhyme with ‘Snapple,’ I can tell you this,” he said.

For those unfamiliar with Orangetheory, the key part is to get your heart rate past its maximum threshold (an effort of 85 or above on a scale of 1 to 100) for 12 to 20 minutes during the 60-minute class, which the brand calls the “orange zone.”

The tech-savvy brand has already rolled out a slew of tech integrations that let its customers track their progress, such as a heart monitor that tracks what they do outside of the studio as well. An integration with Apple would only take its tech efforts to the next level.

When asked to elaborate on the partnership by Business Insider, Keith declined to say more. But he hinted that the partnership was most likely an app for the Apple Watch.

“It’s kind of a secret, but the worst kept secret,” he said. “A third of our members have Apple watches. Now, we’re going to go legit and we’re also really elevate the experience.”