Members at Barry’s studios in the United States, Canada and the United Kingdom are being handed free skincare samples after class this June. The giveaway is part of a month-long Pride partnership between the fitness chain and BYOMA, a skincare company, announced on June 24.
The tie-in sits inside Barry’s yearly Pride programming and its United We Barry’s challenge. BYOMA and Barry’s said it will include community events, founder-led sessions and Pride celebrations at participating studios, with skincare demonstrations, giveaways and some facialist-led experiences. Samples of BYOMA products go to Barry’s clients while supplies last. The companies say the products are meant to slot into a post-workout routine.
Classes and events
BYOMA founder and chief executive Marc Elrick and co-founder Rob Brittain will lead an exclusive class for the BYOMA community. In New York City, the companies will hold a private workout for press and influencers, followed by a skincare session. BYOMA is also giving members of its community free Barry’s class credits, meant to get friends working out together.
Both companies plan email campaigns, social media posts, in-studio marketing and digital activations through the month.
“At BYOMA, we’re passionate about building community and creating experiences that empower people to show up as their most confident selves,” Elrick said. He added that the partnership lets the brands “celebrate individuality, wellness, and inclusivity through the shared values that connect our brands.”
The two brands
Elrick and Brittain founded BYOMA in 2022. It sells skin barrier products and describes itself as one of the fastest-growing brands on the market. Barry’s started in Los Angeles in 1998 with high-energy cardio and strength interval classes, and it now has more than 96 studios in 17 countries. Its other formats include LIFT, a 50-minute strength class, and RIDE, a 50-minute indoor cycling class.
Sources
- BYOMA and Barry's Team Up for Pride Month to Celebrate Movement, Self-Care and Community
- BYOMA and Barry's Team Up for Pride Month to Celebrate Movement, Self-Care and Community
