Barry’s clients in three countries will be handed BYOMA samples on the way out of the studio this June. That is the practical end of a Pride Month partnership between the skincare brand and the boutique fitness company, announced on June 24, 2026.
The programme covers participating Barry’s studios in the United States, Canada and the United Kingdom. It slots into Barry’s annual Pride programming and its United We Barry’s challenge.
Classes, samples and credits
The mechanics are simple. Studios will host Pride events for members, creators and local communities, with skincare discovery, giveaways and some sessions led by facialists. Samples of what BYOMA calls its most-loved products go out while supplies last, aimed at the post-workout routine.
BYOMA’s founder and chief executive, Marc Elrick, and co-founder Rob Brittain will front an exclusive class for the brand’s community. A private workout for press and influencers in New York City adds post-class skincare sessions and content built around the partnership. BYOMA will also give members of its community free Barry’s class credits, and the companies want those members to bring friends.
Email campaigns, social posts, in-studio marketing and digital activations will carry the promotion.
The pitch
Elrick said BYOMA is “passionate about building community and creating experiences that empower people to show up as their most confident selves.” Working with Barry’s, he said, lets the brand celebrate “individuality, wellness, and inclusivity.”
BYOMA’s own statement went further: the brand has “always been bigger than skincare.”
The two companies are an odd fit on paper. BYOMA was co-founded by Elrick and Brittain in 2022 and sells skin barrier products. Barry’s opened in Los Angeles in 1998 and now runs more than 96 studios in 17 countries, with LIFT strength classes and RIDE indoor cycling sessions, each 50 minutes, alongside its flagship interval workout.
