Barry’s Partners with SmartSweets to Redefine Post-Workout Treats
The fitness brand continues to lean into partnerships to expand its global reach
Barry’s is getting sweeter, without all the sugar. This September, the fitness brand is partnering with better-for-you candy brand SmartSweets, bringing the goodies to over 25 Barry’s studios across key markets, including Los Angeles, New York City, Texas, Chicago, and Vancouver.
SmartSweets will sample thousands of its candies, which now have a revamped recipe, at these locations. The brand will also host two themed workout classes per studio, and attendees will receive special surprises, like sweets and fitness swag.
Barry’s is no stranger to strategic partnerships, particularly with luxury brands. Recent partnerships with Factor, the to-go meal service, and Oatly, the oat milk company, have fueled excitement at the fitness company’s studios. Barry’s also recently added Ouai products to all studio locker rooms in a two-year partnership and Therabody recovery stations in all U.S. studios.
In an interview with Athletech News last summer, Co-CEO Joey Gonzalez expressed that he believed Barry’s could quadruple its studio footprint in the U.S. before 2030, reaching around 200 domestic studios. Partnerships generate additional consumer excitement around in-person workouts, bringing members back for more. In 2019, Barry’s dropped “bootcamp” from its name, positioning the company as a luxury brand in a competitive post-pandemic fitness world.
The partnership with Barry’s is SmartSweets’ first venture into the fitness world. The candy has only around 130 calories and 92% less sugar than traditional candy. It also has around one-fifth of the recommended daily value of fiber and no artificial sweeteners. “Better-for-you candy” is growing in popularity, with consumers turning to the goodies to satisfy their sweet tooths while staying healthy. The brand is sold in over 55,000 stores across the United States, including Target, Whole Foods, Walmart, Costco, Kroger and CVS.