Asking guests to do downward dog might sound like a party game gone wrong, but brands like Reebok and Target are doing just that—with fitness- and wellness-related product launches and events.
“Reebok understands that the female consuming behaviors are changing so rapidly and that specialization is so important,” says Catherine Marshall, the brand’s director of global business development. “We also understand that fitness is a social vehicle for many, and so we’re focusing more on grassroots events where we can create rich experiential touch points with the female ‘Fitgen.’” Reebok’s target consumer is known as the “Fit Generation,” or Fitgen: stylish twentysomethings who view working out as a social activity.
To reach this audience, Reebok has enlisted the help of Wellthily, a wellness-minded company that organizes pop-up events and fitness services for high-end boutique hotels and clients such as Under Armour, Lifeway, and Estée Lauder. In addition to events, the company also supplies travel kits and on-demand workouts, as well as information on healthy restaurant options for visiting hotel guests.
“Wellthily to us is the perfect partner to engage with our female ‘Fitgen’ consumer as they have a trusted voice with [that audience] already,” Marshall says. “They are a go-to when it comes to experiencing fitness in the most social sense. They illustrate the ever-proverbial ‘fitness is the new happy hour.’”
In February, Reebok worked with the company to organize an early morning yoga class for Axis trade show attendees on the Refinery Hotel rooftop in New York. And, in August the brand will be coordinating with Wellthily again on a three-day event that will include dance cardio, a boot camp workout, and yoga at Gurney’s Resort in Montauk.
As co-founder of Well&Good Alexia Brue explains, the eastern beach town and the Hamptons in general have grown into a “wellness hot spot”—not just a party locale. This summer, the lifestyle and wellness website hosted Surfside Salutations at the Surf Lodge in Montauk. “The Surf Lodge is known for its nightlife, however they are also really into wellness and wanted us to come in to up their wellness offerings for the summer,” she says.
Tara Curran, the hotel’s in-house wellness director, explained that Well&Good’s ideas were in line with the Surf Lodge’s established program, and that “good energy” and “good times” make for a successful fitness event. "Wellness isn't about being on a strict diet; it's about finding a balance and enjoying life," she says.
Guests can purchase a workout and wellness pass, which includes a fitness class and workshops, plus access to a braid bar and lounging at the hotel. Brunch and a stand-up paddle-boarding session are also available for additional fees. (The last event takes place August 22.) “The events tap into our love of good food, good advice, good sweat, good looks, and great events,” Brue said.
As part of the Surfside Salutations series, Well&Good collaborated with C9 by Champion at Target, integrating its brand ambassadors into the fitness programming. C9 also set up a pop-up showcase for attendees to browse its latest collection and offered free product giveaways, including sports bras, “which was a huge hit and literally got their brand into the hands of these influential, fitness-loving attendees,” Brue explains.
For those city dwellers (and sponsors) who were looking for a more rugged experience, Tough Mudder recently debuted Urban Mudder—a five-mile obstacle course and all-day festival with food trucks and entertainment, which took place July 25 on Randall’s Island in New York.
“It was important for us to create innovative and fun obstacles that would mimic a city-based area. Since this is our inaugural event, we were challenged to create all new obstacles that would appeal to both our new and existing audience, as well as create a festival-like atmosphere for the post-event celebration,” says Ben Johnson, global communications director for Tough Mudder and Urban Mudder. “We are excited to take a new approach with our event production and product innovation, and we feel we truly captured the essence of what an urban obstacle course challenge should be.”
From custom-built, branded obstacles to on-site activations with giveaways and raffles, Urban Mudder sponsorships included a beer garden by Shock Top, a warm-up session sponsored by Cellucor, obstacles branded by Radisson and Oberto, and transportation deals provided by Uber. “We work with [our sponsors] individually to create unique ways for their brands to engage with participants and spectators and have an exciting on-site presence.”
And while there are no specific plans to expand Urban Mudder to other cities, Johnson says that they “are always exploring options to bring life-changing experiences to new markets and people, and we’re looking forward to future opportunities as we continue to see demand grow.”
Heather Lilleston, co-founder of Yoga for Bad People, led a vinyasa class under the sun during the July 11 event in Montauk.
“We wanted to bring the signature elements of the Tough Mudder experience—teamwork, exhilarating obstacles, and a true challenge—to participants in urban locations, while at the same time creating a wholly unique experience that is a reflection of its environment,” said Ben Johnson, global communications director for Tough Mudder and Urban Mudder.
Urban Mudder’s set of 12 to 15 obstacles included challenges that required participants to leap and grab their teammates’ outstretched hands; scale the side of a brick wall, hurdle from rooftop platform to platform, and leap off onto a giant airbag below; and contort through a field of lasers without breaking the beam. But there was no mud, unlike most Tough Mudder events.
Each attendee scored a C9 by Champion sports bra.
EiR NYC, an organic body care line for men and women, provided a D.I.Y. after-sun oil station for guests to mix up their own blends.
Attendees took home a tote bag loaded with swag, including socks by C9, Kind bars, Captain Blankenship's sea salt spray, S.W. Basics moisturizer, Suntegrity sunscreen, Zarbee's supplements, and Hero Nutritionals' gummy vitamins.
On August 22, celebrity trainer and AKT in Motion founder Anna Kaiser will offer a dance cardio class on the Surf Lodge's waterfront main deck during the series’ last event of the summer.
In February, Reebok worked with Wellthily to organize an early morning yoga class with Reebok ambassador Tara Stiles, owner and founder of Strala Yoga, for Axis trade show attendees on the Refinery Hotel rooftop in New York. “When people leave happy and are in great spirits and feel good, that’s the measure of success,” Wellthily co-founder Suzie Baleson said.
"A successful event is one in which everyone gets an amazing workout and leaves with a smile on their face and feels stronger and more capable than they did when they arrived," said Kari Saitowitz, founder and owner of the Fhitting Room, a high-intensity training boutique fitness studio in New York, whose corporate clients include Twitter, Amazon Fashion, N.B.C., and the N.F.L. The studio also supports outdoor events like the Lolë and Fitist meetup at Hudson River Park and in-store events at retailers such as Lululemon, Bandier, Reebok, Athleta, and Jack Rabbit.
To help guests warm up—and break a sweat—popular fitness studio SoulCycle hosted a pop-up at Sky Lodge at the Sundance Film Festival in January. The activation had 30 bikes, along with classes led by top instructors.
To showcase its juicers, Bella Housewares hosted a smoothie bar at the pop-up.
