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In New York and Los Angeles, Bandier’s Studio B has been a destination workout spot to train with buzzy instructors like Amanda Kloots IRL. Now, Bandier is teaming with FitOn, the ‘freemium’ online fitness platform to bring the Studio B experience to the masses. FitOn has over 13 million members. On Monday, the two teamed to release the “Bandier Challenge,” a series of eight workouts taught by three of Studio B’s most popular instructors, including Kloots.
“We loved the concept of being able to offer [Studio B] to [FitOn’s] community, and reach all their viewers; it seemed like the perfect collaboration,” said Jennifer Bandier, founder of Bandier.
As for FitOn, the company is striving to bring exciting offerings and trainers to its members. The partnership with Bandier and Studio B allows FitOn to introduce its user base to trainers like Kloots, who has a large social media following of over 730,000 on Instagram. It has previously partnered with activewear brand Vuori, as well as celebrities including Jonathan Van Ness and Gabrielle Union.
The up-to-22-minute classes will also allow viewers to click over to Bandier’s site and shop the exact looks that instructors Kloots, Morgan Willett and Kelsey Heenan wear in the classes. In each workout, each instructor is dressed head-to-toe in Bandier’s in-house brands, All Access, Le Ore and WSLY. All Access is Bandier’s primary in-house fitness apparel brand and its Center Stage leggings have become a flagship product for the brand, outperforming the third-party brands the retailer originally became known for selling.
The two brands wanted to strike the right balance so that it didn’t feel like “a paid advertisement,” because it is a collaboration between the two companies, said Ashleigh Stone, director of creative growth marketing at Bandier.
“Organic [marketing] has always worked better for us. When something is being overly promoted, it doesn’t feel genuine to the brand, [but with this, an instructor] is going be working out, you see the leggings, you love the leggings [and] you can buy them here. This is an amazing thing because you see the product in motion,” Jennifer Bandier said.
Though Bandier maintains Studio B, Bandier remains, at its core, a fashion business. “We love community. We love people hanging out at the store and it became such a piece of the brand.” It just so happened to have a sales bonus too, as it turned out. “Whenever any instructor is wearing the product, we always saw that customers and people in the class would be like, ‘Oh, what is that? We’re gonna have to go shop it downstairs.’ That’s the thesis for this partnership,” Stone said.