Connected fitness manufacturer FORME has just announced an exclusive partnership with Barry’s that will be the first available content from the newly announced Barry’s X digital library. This is the first time Barry’s has collaborated with any connected fitness platform and will showcase the Barry’s X content library across all FORME Studios.
FORME (fka FORME Life) is a Los Angeles-based connected fitness company that focuses on quality products, sleek design, and cutting-edge technology. Its flagship fitness mirror comes in two variations: The Studio and Studio LIFT. Either model can mount to your wall or stand on its own, providing unique content including 1:1 personal training, all within a mirror developed with the help of Swiss designer Yves Béhar.
Barry’s began in West Hollywood as Barry’s Bootcamp in 1998, and has since become a household name for HIIT across the world, welcoming a community of members into its “Red Room” to work out. As of 2020, the company boasted over 140,000 members in its “FitFam” community.
Last spring, at the height of the COVID-19 pandemic, Barry’s launched at-home workout content called Barry’s at Home, offering pay-per-classes live streamed through the app. This was previously the only way to experience a Barry’s workout without visiting one of the company’s studios… until now.
FORME still exists as a newer company in a crowded mirrored fitness space, but now looks to separate itself from the pack by partnering with fitness veteran Barry’s, showcasing its partner’s exclusive fitness content.
FORME x Barry’s: On your Studio and in the studio
Per the press release from FORME this morning, Barry’s X digital offering will now be exclusively featured as accessible content to all FORME Studio owners. Additionally, FORME’s fitness products will also be displayed and available for sale in Barry’s locations across the US. You can view the video introducing the new partnership below:
The expanding Barry’s content library will join existing FORME content that already includes strength, yoga, recovery, barre, dance, pilates, pre/postnatal, and specialty workouts. FORME cofounder and CEO Trent Ward shares his thoughts on the exclusive partnership:
Barry’s provides the most engaging boutique fitness experience in the industry and we could not be more excited to partner with them to bring their world-class content into the homes of FORME customers. As two brands founded in Los Angeles, a hub for fitness innovation, the collaboration was a natural fit. We love that our communities will be able to experience the best in home and fitness with exclusive access to Barry’s X content on FORME.
Barry’s content now available on FORME
FORME owners can expect to see the Barry’s workouts on their Studio devices immediately, and any pre-ordered Studios will come with the Barry’s content preloaded and ready to go.
Barry’s members will also soon be able to check out a FORME Studio close up at their local studio. FORME Studios will be available to demo and purchase in New York City and Venice, California, beginning today, and will continue to roll out at other Barry’s locations in the coming weeks.
While this is the first exclusive partnership for FORME, it has already hinted at more to come. Per the press release, we can expect, “more world-class collaborations across hospitality, fashion, design to be announced in the coming months.”
CTW ‘s Take
Whether you’ve heard of FORME or not, you’ve probably heard of Barry’s Bootcamp. FORME is a relatively new player to the connected fitness game, and offers two products in a crowded fitness mirror market.
The interior design focused style surrounding the FORME Studio and its technologically advanced inner workings already set these mirrored products apart from competitors, but at a luxury price. However, where FORME wins in style and function, it’s currently playing catchup in word-of-mouth behind brands like Mirror and Tonal.
That all can change very soon thanks to the partnership with Barry’s. The sheer exposure the brand will receive by being associated with a veteran fitness brand like Barry’s feels like a homerun.
It’s adding Barry’s exclusive content to its library, and also garnering showroom-like displays in Barry’s studios, too. Barry’s has nearly 75 indoor locations worldwide, and more on the way.
It will be interesting to see how FORME’s membership numbers grow, as even a small chunk of the loyal Barry’s disciples could mean big sales for FORME moving forward.
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