By Jana Schiowitz Posted July 20, 2011, 1:00 PM EDT
MIAMI/SOUTH FLORIDA As the fashion industry prepared for Swim Week, Muscle Milk presented its pop-up fitness retreat Thursday for the first time in Miami, for those who wanted one more chance to get bikini-ready just before the nightly fashion shows began. Held previously in beach and parking lot locations in the Los Angeles area where the retreat originated, the brand used Nikki Beach as a backdrop for its South Beach debut. Twenty guests, including media and celebrities like singer Ana Isabelle and recording artist Vein, attended the afternoon event.
CytoSport, sport nutrition beverage company and maker of Muscle Milk, coordinated the event. “Miami is one of the strongest markets for our brand, so bringing the Muscle Milk Fitness Retreat to Miami during Swim Week, where everyone has their minds on getting in shape to look their best in a swimsuit, made perfect sense,” said CytoSport marketing director Shane McCassy.
“Miami Swim Week was the perfect time to garner media attention for the Muscle Milk Fitness Retreat, as our goal was to create an awareness of health and fitness throughout the city. As Miami is focused on such a beach lifestyle, it was the perfect time and place to engage local Miami media, influencers, and celebrities,” said Jessica Meisels, founder and president of Fingerprint Communications, which led PR efforts for the event.
The afternoon retreat highlighted new trainers and activities not used in previous pop-ups. A workout class titled “No Gym Required,” led by fitness guru and author Jennifer Cohen, was held twice in the day outside. Between classes, the Spa Luxury Group provided a dance yoga session and a table for massage therapy inside the beach club. DJ Irie spun live music onstage, while guests worked out on the dance floor with towels and mats featuring the Muscle Milk logo.
After the workouts, guests refueled with with chocolate and cafe latte-flavored Muscle Milk Light. Gift bags with Everlast boxing gloves, spa packages from the Spa Luxury Group, and bikinis from L Space were distributed.