The boutique fitness giant will debut its portable Run x Lift studio at Austin City Limits alongside a new activewear collection with Abercrombie’s YPB
Barry’s is taking its signature Red Room beyond the studio.
The boutique fitness giant is launching Barry’s Mobile Studio, a portable version of its Run x Lift experience built from four interlocking shipping containers. The concept will make its debut Oct. 2-3 at the Austin City Limits music festival in partnership with YPB, Abercrombie & Fitch’s activewear brand.
Designed to replicate a traditional Barry’s studio on the road, the mobile concept features 10 to 12 Woodway treadmills, 15 floor spots, mirrors and the brand’s signature red lighting, along with a front desk and retail boutique.
The launch gives Barry’s a new way to bring its workout to major events without needing a permanent studio, potentially extending the brand into places where consumers may not otherwise encounter it.
Austin City Limits, which Barry’s says is expected to attract 450,000 people, will be the first stop. Festival attendees can purchase a pop-up class credit and reserve workouts through Barry’s website or app.
Barry’s Teams With Abercrombie
The mobile studio debut will double as a showcase for a new activewear collection co-designed by Barry’s and Abercrombie’s YPB.
Barry’s instructors provided fit and design input for the collection, which draws inspiration from the Red Room with red accents alongside black and neutral pieces designed to be worn both inside and outside the studio.
The collection launches on Abercrombie’s website Oct. 1 before arriving Oct. 15 on Barry’s website and at 75 Barry’s studios globally.
Barry’s worked with BeaverFit to develop the mobile studio, marking the first time the fitness equipment and training infrastructure company has created a mobile workout experience with a fitness brand, according to the companies. BeaverFit’s container-based training environments have previously been used by the U.S. military and NATO forces, along with universities and fitness clubs.
For Barry’s, the concept creates a portable extension of a physical footprint that has reached 100 studios across 19 countries. At last year’s ATN Innovation Summit, Barry’s announced its intention to expand more aggressively across the U.S. and internationally after it received a strategic investment from PE firm Princeton Equity Group .
