The month-long “Sweeten Your Strength” activation brings a rotating café experience to Fuze House studios in New York and Miami
Plant-based sweetener brand Truvia is partnering with infrared-heated fitness studio Fuze House on a month-long January activation that brings a rotating café experience into the studio environment across New York City and Miami.
The partnership, called Sweeten Your Strength, will run throughout January and feature weekly café pop-ups at all four Fuze House locations. During each activation day, members and guests will be offered complimentary coffee and matcha beverages sweetened with Truvia, along with surprise moments and rewards for select class attendees.
The Sweeten Your Strength Café features the following stops: Fuze House Tribeca on January 6, Chelsea on January 13, Sunset Harbour in Miami on January 20 and South Miami on January 27.
Rather than operating as a standalone sampling event, the café experience is designed to coincide with post-class routines, including coffee and recovery moments, positioning the brand within an existing studio cadence.
“January is a time when many people are focused on building healthier habits, and often it’s the small, uncomplicated choices that make the biggest difference,” said Brian Tockman, the senior director of consumer brands at Cargill, which owns Truvia. “Partnering with Fuze House allows us to show how easy it can be to make better-for-you choices, whether that’s prioritizing movement or making a simple swap in your daily routine.”
For Fuze House, the collaboration aligns with its broader studio model, which emphasizes recovery, atmosphere and community alongside Pilates-inspired, infrared-heated workouts. The brand has positioned its locations as wellness environments where members are encouraged to spend time before and after class rather than treating workouts as quick, in-and-out experiences.
“Our studios are about more than just movement. They’re a place where people come to reset, connect and feel their best,” said Fuze House founder and owner Elisa Kaylin. “Truvia shares that same mindset around balance, and the Sweeten Your Strength Café creates a moment that brings our community together around wellness that feels both enjoyable and approachable.”
The Fuze House partnership follows a January café collaboration between Truvia and New York coffee shop The Elk, pointing to a broader push by the brand to integrate into everyday routines.
