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23 Jun 2021

Barry's signs content partnership with Forme
BY Tom Walker

The partnership deal is the first time Barry's has aligned with a connected fitness platform

The partnership deal is the first time Barry's has aligned with a connected fitness platform
photo: Forme/Barry's

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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