A catalyst useful for the production of olefins from alkanes via oxidative dehydrogenation (ODH) is disclosed. The catalyst includes a base metal, metal oxide, or combination thereof and a refractory support. The base metal is selected from the group containing Group IB-VIIB metals, Group IIIA-VA metals, Lanthanide metals, iron, cobalt, and nickel. The metal oxide is selected from the group containing alumina, stabilized aluminas, zirconia, stabilized zirconias, titania, ytteria, silica, niobia, and vanadia. The catalyst does not contain any precious metals; it is activated by higher preheat temperatures. As a result, similar conversions are achieved at a considerably lower catalyst cost.