Barry’s, Celsius Partner for In-Studio Protein Shake
The iconic HIIT brand and energy drink giant have created a new post-workout drink, available at select Barry’s U.S. and Canada studios
Barry’s and Celsius are the latest fitness and wellness industry giants to partner up in a collab geared towards boosting workout gains.
The energy drink brand has partnered with Barry’s signature post-workout protein shakes to create the “Victory Spritz” fuel bar shake, made with orange juice, vanilla whey protein, banana, creatine and served with a side cup of Celsius Spritz Vibe to top off the shake or sip on separately.
The limited-edition drink will be available across U.S. and Canada Barry’s locations equipped with a fuel bar.
The partnership is timed alongside Barry’s Red Room Records Challenge for the month of October. Members set a goal number of classes to take before the end of the month, earning gift cards and apparel for completing 10 or 20 classes, with the biggest prize — a $100 gift card or bomber jacket — given to those who hit over 21 classes.
Additionally, there will be run and lift Celsius-themed classes throughout the October challenge, which come with a complimentary shake or a Spritz Vibe energy drink plus a Celsius-branded water bottle for locations without a fuel bar.
Better Together
It’s not Barry’s first time creating new nutrition products with a fellow fitness and wellness brand. Previously, the workout brand collaborated with prepared meal delivery service Factor to create limited-edition meals, snacks and drinks.
Another key cross-brand partnership was with Therabody, which launched in-studio recovery services, featuring the wellness tech brand’s Theragun Pro and WaveRoller devices in all of Barry’s U.S. locations.
Expansion Mode
The moves come as Barry’s is looking to expand its studio footprint in the U.S. and internationally. Earlier this year, Barry’s CEO JJ Gantt confirmed those expansion plans during the ATN Innovation Summit 2025.
At the time, Barry’s was operating around 50 locations in the U.S., and planning to open “15 to 20 studios per year for the next few years,” Gantt said. To do so, the company is looking to expand into smaller cities and suburban localities, in addition to its already established presence in major metropolitan locations.