It’s always a positive outlook when automotive manufacturers use their financial resources and market outreach to inspire consumers to become fitter and healthier. For example, MINI USA and global fitness brand Barry’s recently announced a strategic partnership, which allows this collaboration to create a unique and unparalleled fitness and lifestyle experience for customers across the US.
MINI and Barry’s share two common attributes – community and inclusivity. Through this union, MINI and Barry’s will combine their lifestyle expertise to offer exclusive wellness programs, events, and promotions that integrate the dynamic energy of Barry’s workouts with the “fun to drive” community-driven spirit of MINI rides. This initiative empowers individuals to lead active lifestyles with a like-minded community.
“We are excited to partner with Barry’s, a brand that shares our commitment to community, inclusivity, and fun,” said Kate Alini, Head of Marketing, Product & Strategy, MINI USA. “Together, we will bring a new level of excitement, fun, and engagement to Barry’s clients, both in and out of the gym.”
This summer, Barry’s staff and instructors will drive MINI vehicles as part of their daily life at locations in the Hamptons, Chicago, and Los Angeles, motoring to and from the studio and anywhere their adventurous spirit takes them. Barry’s will also feature MINI-themed classes called “RUN x LIFT: Full Throttle with MINI,” where attendees will receive MINI Swag and complimentary Fuel Bar shakes at the Chicago and Los Angeles locations. RUN X LIFT is Barry’s signature 50-minute class that combines interval-based cardio routines on the treadmill and strength training on the floor. Barry’s Fuel Bars provide their global community with pre-and post-workout shakes that aid their fitness goals and recovery.
“Barry’s has always been about bringing people together and creating an inclusive space where everyone feels empowered,” said Dan Rabinovich, Senior Director of Brand Partnerships at Barry’s. “Partnering with MINI, a brand that shares our same spirit of community and fun, lets us extend that energy beyond the Red Room and into everyday life. Together, we’re giving our Fit Fam a new way to move, connect, and live full throttle.”
The campaign runs through September with additional activations forthcoming. Stay tuned for more fun and fitness.
