23 Jun 2021
Barry's signs content partnership with Forme
BY Tom Walker
Forme has signed an exclusive partnership with boutique fitness operator Barry's, the latest sign of the blurring of boundaries between the at-gym and at-home fitness experiences.
The partnership deal is the first time Barry's has aligned with an at-home, connected fitness platform and marks the debut of the recently announced Barry's X digital offering.
The deal will also see the Forme units – mirrored displays with voice control and touch screens – being displayed and made available for purchase in Barry's locations in the US.
Forme was launched in 2020 by Trent Ward and industrial designer Yves Béhar
and is marketed as a "complete home fitness studio concept". (• To read an interview with the founders, click here for FitTech magazine Issue 2/2020).
Through the mirror displays, designed by Béhar, users can access a variety of live and on-demand personal training sessions.
Trent Ward, Forme co-founder and CEO, said: "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."
Joey Gonzalez, Barry's CEO, added: "Forme is a brand that has leveraged innovation to revolutionise the at-home fitness experience.
"It will be the first to offer Barry's X workouts on its platform; allowing us to transform lives on a much larger scale than ever before."
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