#United States #New York #Tom Holland #BERO #Barry's

BERO and Barry's Join Forces: A New Era in Fitness and Social Enjoyment

In a move set to redefine the fitness and beverage landscape, BERO, co-founded by the dynamic Tom Holland, has joined forces with Barry's, the pioneering brand in high-intensity interval training (HIIT). This global partnership aims to celebrate the balance between performance and social connection, bringing a fresh perspective to elevated lifestyles in both the US and UK markets.

The Perfect Blend of Fitness and Premium Experience

The core of this partnership revolves around BERO being recognized as Barry's official non-alcoholic beer, while Barry's also takes the title of BERO's exclusive fitness studio partner. The collaboration emerges as BERO capitalizes on its initial year of success, reinforcing its commitment to a life intentionally curated for wellness, social interaction, and celebration.

Tom Holland, co-founder of BERO, articulated the ethos behind this collaboration: "Barry's creates an environment where people push themselves and each other to be their best. That spirit naturally aligns with why we built BERO. We wanted to give people a premium beer experience that fits the way they live, whether they’re training hard or spending time with friends at the pub." With this partnership, we can expect BERO to enhance the post-workout experience, encouraging a new kind of after-moment that is both enjoyable and social, without the typical pressures associated with alcohol consumption.

A Focus on Community and Connection

The partnership emphasizes a modern approach where hard work, community, and the chance to celebrate achievements can coexist harmoniously. Inside the iconic Barry's Red Room, the culture is all about focus, effort, and authentic performance; BERO’s crisp, premium offerings aim to complement those moments perfectly. This collaboration thus becomes not just about fitness but creating an enriched social experience that fosters connections — both within the gym and beyond into everyday life.

Dan Rabinovich, in charge of Brand Partnerships at Barry's, underscored the thoughtful selection of BERO for this partnership, stating: "At Barry's, we take a highly considered approach to what we bring to our community, curating products that meet the same high standards as our workouts. BERO is a best-in-class non-alcoholic offering, and bringing it to our clients as our first official non-alcoholic partner was a natural fit."

Exciting Events on the Horizon

Throughout 2026, the partnership promises a series of engaging initiatives that will beautifully unite the communities of both brands. Expect exclusive events that focus on recovery post-workout, themed experiences at select Barry's locations, and exciting limited-time product offerings at BERO's Fuel Bars. These events are not just about sweat and soreness; they offer patrons a chance to turn their hard work into celebrations as they enjoy the fruits of their labor in community.

The collaboration sets a bold precedent for what it means to demand more from our daily experiences, ensuring that every moment—be it in-session on the workout floor or sharing a drink with friends—is meaningful.

Staying Connected

For those keen to stay updated on BERO and Barry's collaborative efforts, following their respective Instagram accounts @berobrewing and @barry's will provide insights into upcoming events. Additionally, further information can be found on their websites, berobrewing.com and barrys.com, ensuring you don't miss out on any exciting announcements.

About BERO and Barry's

BERO is designed for those who pursue a lifestyle rich in experiences, offering the highest-quality non-alcoholic beer aimed at enhancing every moment of life. Crafting exceptional taste with supreme ingredients, BERO aims to help its patrons savor what truly makes life remarkable.

Barry's, known for launching the first cardio and strength interval training workout in 1998, has evolved into a global phenomenon with a network of over 96 studios across 17 countries. It provides innovative workout modalities paired with an engaging community spirit, ensuring fitness becomes an enjoyable and rewarding part of life.

Together, BERO and Barry's are ushering in a new era where fitness and enjoyment coexist, creating a lifestyle that prioritizes health without sacrificing social connections. Whether you're sweating it out in a HIIT class or unwinding with a refreshing beverage, the synergy of these two brands is set to elevate your everyday experience to new heights.