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Barry's signs content partnership with Forme

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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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FIT TECH News

Barry's signs content partnership with Forme

By

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."

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
More fit tech news
The Gym Group has extended its partnership with digital fitness platform Fiit, becoming the first budget gym operator to offer ...
Digital fitness platform Fiit has launched an interactive fitness app for the UK market, which is capable of creating a ...
Fitness startup Arena Innovation has secured US$5.2m worth of seed funding, as it looks to launch its robotically-assisted resistance training ...
Digital fitness content provider, Wexer, is launching a new wellness resource on its connected Web Player. Called Mind123, it will ...
iFIT Health & Fitness has acquired Sweat, the popular, female-focused fitness platform set up in 2015 by Australian fitness trainer ...
Digital fitness coaching firm Asensei has released an API platform which allows developers of connected fitness products and apps to ...
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