Brrrn Closes After Pioneering Cold Workouts & Slide Board Fitness
After drawing 23,000+ studio members, generating nearly a billion social media impressions and making headlines for its cold workouts and slide board innovation, Brrrn is closing its digital storefronts
Brrrn, the chill-inspired fitness brand that first made waves with cold workouts at its New York City studio before pivoting to at-home slide board training, has announced its closure, citing mounting headwinds in the post-pandemic economy.
Founded in 2017 by Jimmy T. Martin and Johnny Adamic, the concept hit the scene in May 2018 with a 50°F cool-temperature studio in New York City. Brrrn’s unique, buzzworthy workouts quickly attracted media attention, leading to features on “Live with Kelly & Ryan,” “Good Morning America” and “The Today Show,” and earned acclaim from The New York Times, The Wall Street Journal, Glamour as well as awards from Men’s Health, Women’s Health, Good Housekeeping and others.
In the wake of the pandemic, Martin and Adamic shuttered Brrrn’s New York City studio and quickly adopted a direct-to-consumer model, reintroducing their slide board workouts to a national audience. The shift attracted investment from retired short-track speed skating champion and eight-time Olympic medalist Apolo Anton Ohno and led to partnerships with boutique fitness studios, luxury athletic clubs like Life Time Fitness and elite training facilities, including the UFC Performance Institute in Las Vegas.
Brrrn welcomed more than 23,000 members to its New York City studio and served thousands more at home over the years, with concept a hit on social media, generating nearly a billion impressions. Notably, its innovative approach made it a trusted name in slide board training and attracted a diverse audience spanning youth athletes, Gen Z, millennials and active seniors. Beyond its fitness offerings, Brrrn launched the fitness industry’s first and only slide board certification and patent-pending proprietary technology.
While the company has closed its digital storefronts, Brrrn confirms its social media accounts on Instagram, Facebook and TikTok will remain active to memorialize its journey and legacy. Brrrn’s free YouTube channel will also remain live, so Brrrn members can access its fitness content to workout.
