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Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

Interview: Jimmy T Martin & Johnny Adamic

It’s often thought that a proper workout will make you sweat. Jimmy T. Martin and Johnny Adamic have turned this idea on its head with Brrrn, a fitness studio that uses the cold to enhance your workout. Kath Hudson spoke to the founders to find out more

By Kath Hudson | Published in Health Club Management 2019 issue 9
The Brrrn Founders
The Brrrn Founders
Our first trial was in a beer fridge, the second was in an ice factory in Pennsylvania. And after seeing first hand the impact that cooler temperatures made on the fitness experience, we both realized that we were truly onto something much bigger than what we had anticipated - Johnny Adamic, co-founder of Brrrn

What is Brrrn?
MARTIN: We’re the world’s first and only cool temperature fitness experience. Our group exercise classes take place inside a patent-pending ‘fridge’ that’s set to 50°F (10°C). We offer three classes throughout the week: HIIT (battle ropes and dumbbell circuit series); Slide (a low-impact core, cardio and sculpting class with resistance bands, SandBells and our signature slide board); and HIIT + Slide (a total body strength and conditioning series with battle ropes, dumbbells and slide boards).

Why is working out in the cold a good thing?
ADAMIC: The biggest myth we’re debunking is the relationship between excessive sweating and the quality of your workout experience. The concept is rooted in science – cooler temperatures help you to move better and optimize the fitness experience. Working out in the heat withholds you from working out efficiently, as your body is faced with two competing demands all at once: trying to exercise and trying to cool off (aka sweating). Aside from being able to work out harder for longer and triggering physiologies and releasing hormones to be more alert, burn fat and more calories, we are changing the narrative of how we perceive cold: as an ally, not an enemy.

How did the idea of Brrrn come about?
MARTIN:: I’ve spent the last 10 years working as a writer and performer in NYC, and had gotten to work in a variety of capacities (e.g. Saturday Night Live, greeting card writer, copywriter) while maintaining my side hustle as a private trainer. But everything changed in 2013 when one of my former clients remarked on how she always felt leaner and more athletic during the Fall/Winter months versus the summertime. So later that night, I went home and endlessly searched the internet to see if there was such a thing as a cool temperature fitness studio and after hours of searching and finding nothing, slowly I began to realise that I may have found the next big movement in fitness. A few months later, shortly after my 29th birthday, I met Johnny in the midst of grieving the loss of my wife to cancer. I had let him know that I was working on this crazy idea and that one of the last conversations that I had with my late wife was that she felt Brrrn was going to be the biggest accomplishment that she wouldn’t get to celebrate with me. So to honor her life, I felt it was my mission to do whatever I had to do in order to bring this to fruition and that Johnny was the person that could help make this pipe dream a full fledged reality.

ADAMIC: : As a former public health official who worked for NYC’s Mayor Bloomberg’s Obesity Task Force, I understood the role your environment plays in nudging behaviour. I also have a Master’s degree in food studies and public health and had concluded that we’re addicted to food the same way that we’re addicted to heat. So the day after Jimmy pitched me this idea in a coffee shop, I looked up the health literature and found evidence suggesting that cold exposure can burn more fat and calories, and boosts longevity genes and activates brown adipose tissue (see Why Cold Works below). But the fact that really spoke to me was learning that out of the 36,000 fitness concepts in the US, zero operated their facilities below 72°F (22.2°C). The next day I emailed Jimmy in all caps saying, “WE NEED TO DO THIS NOW!”

How did you make the concept a reality?
ADAMIC: Shortly after the CAPS LOCK email that I wrote Jimmy, both him and I decided to put the wheels in motion and form this business together. I led the trials to test out our concept on ourselves as well as other people. Our first trial was in a beer fridge, the second was in an ice factory in Pennsylvania. And after seeing first hand the impact that cooler temperatures made on the fitness experience, we both realised that we were truly onto something much bigger than what we had anticipated.

MARTIN: We spent all of 2014 and 2015 gestating the concept: looking for sites, scouting the best instructors in the city, devising unique workouts that were appropriate for the temperature of our workout environment, as well as raising the capital—which was the biggest challenge.

ADAMIC: It took around 300 pitches to get the capital that we needed in order to design and construct our studio properly. Funny story: prior to one of our pitches, we found out that the one investor we were presenting to was going to invest in yet another cycling concept. So prior to the pitch, Jimmy had the brilliant idea to put the logos of all of the current cycling brands in and around NYC onto a piece of paper and we handed it to the investor at the end of our presentation. Then we handed a blank piece of paper and referenced that this was the current number of cool fitness concepts in the world and how we would like the investor to help us fill that page. A day later he wrote us a cheque.

What do people like about Brrrn?
MARTIN: Aside from them enjoying our workouts and our communal infrared sauna experience—which is also the first of its kind— the most recurring remark is about how much the brand means to them. The nuances of great business come from the DNA of the founders, so from the very beginning, we wanted to create a brand that didn’t feel like it fell in love with it’s own reflection. So it’s been incredible to see men and women of all capabilities walk into our space and contribute to a coldture™ that is ultimately changing the conversation in the fitness industry.

What are your future plans?
ADAMIC: Aside from expanding nationally and internationally and working on an at-home workout concept, our biggest goal is to continue to be the sole purveyors of this inimitable cool temp fitness experience.

WHY COLD WORKS

Brown adipose tissue (BAT) is a cell with more mitochondria in it and is involved in energy expenditure when we’re cold. It uses fat to produce heat. It represents an attractive target to combat both obesity and type 2 diabetes.

Cold exposure has been found to be an effective mechanism to stimulate BAT activity and increase glucose and lipid uptake, resulting in metabolic benefits including elevated energy expenditure and increased insulin sensitivity.

A study showed that BAT is important in the regulation of body weight, with 96 per cent of men observed showing BAT activity when exposed to cold, but not thermoneutral conditions. However, BAT is reduced in men who are overweight or obese.

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Brrrn offers group exercise classes in a refrigerated environment set at 10°C
Brrrn offers group exercise classes in a refrigerated environment set at 10°C
Martin and Adamic say the colder temperature allows customers to work out harder for longer
Martin and Adamic say the colder temperature allows customers to work out harder for longer
Community is an important aspect of the brand, with each person contributing to the ‘coldture’
Community is an important aspect of the brand, with each person contributing to the ‘coldture’
Cold exposure has been shown to activate brown adipose tissue, which results in metabolic benefits
Cold exposure has been shown to activate brown adipose tissue, which results in metabolic benefits
The founders plan to expand the brand nationally and internationally
The founders plan to expand the brand nationally and internationally
http://www.leisureopportunities.com/images/imagesX/603682_199178.jpg
Meet the minds behind Brrrn, Jimmy T Martin and Johnny Adamic- the US based company who are improving and extending workouts through cold temperature based workouts. Martin and Adamic say they are 'changing the conversation in the fitness industry' and claim to be pioneering the cool fitness concept.
Jimmy T Martin, Johnny Adamic, Brrrn, Co-founders,Jimmy T Martin, Johnny Adamic, Brrrn,
People
HCM people

Dave Courteen

MD and co-founder of Mosaic Spa and Health Clubs
I set myself the goal that if I found someone famous to write the foreword and a publisher, then I would write the book
People
Catch-up is already happening. We’re up to 80% of the visits compared to the same day in 2019 and membership sales are up 150-200%
People
If you don’t have a hybrid digital/ physical model, you won’t survive
Features
FIBO Awards
Although the show has been rescheduled, the six winners of the FIBO Innovation and Trend Awards 2020 have still been announced. We take a look at the companies whose developments help motivate people to live healthier lives
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Editor's letter
The pandemic is stretching the industry to the limit and it’s a time none of us will ever forget. Moving forward, we need to make a plan to ensure we’re better prepared to represent ourselves in the corridors of power
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The way I see it
As Technogym launches its new virtual and on-demand services, Francesco Arlotti, head of digital solutions, shares his thoughts with HCM
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Immunity
Finding the best ways to boost immunity using exercise has never been more important. Two fitness equipment developers have taken up the challenge, with protocols that assist in strengthening the body’s defences
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Finance
Change is coming, with consolidation likely in the market – especially in the boutique sector. Nadim Meer advises operators how to position themselves for investment
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US stats
New research from the US shows Millennials and Gen Z may be slow to return to gyms, while women are more hesitant than men. Club Intel’s Steve Tharrett reports
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Strength
Fitness enthusiasts are on the hunt for new ways to elevate their workouts. Fusion fitness is fitting the bill by making strength training more accessible
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Latest News
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Opinion
promotion
Data-driven businesses are some of today’s greatest global success stories, providing blueprints for success.
Opinion: Up your ‘data game’ to successfully relaunch your fitness business
Opinion
promotion
Evidence suggests that over many years personal trainers have been forced to leave the fitness industry because employment patterns are erratic, earnings are inconsistent and it is difficult to build up value needed to secure an appropriate lifestyle.
Opinion: Personal trainers need support as employment opportunities diminish: FREE webinar Thursday 6 August
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
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Featured supplier: Gympass partners with F45 Training to bring functional team training to world's largest corporate fitness platform
Gympass, the world’s largest corporate fitness platform, has announced a partnership with F45 Training, one of the world’s fastest-growing fitness franchisors that will give its corporate members access to their global network of workout facilities.
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Company profile: Les Mills UK
Committed to creating a fitter planet, Les Mills UK works with clubs and instructors to ...
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Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
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Supplier showcase - Precor Showcase
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
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Fisikal: Management software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
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Design consultants
Zynk Design Consultants: Design consultants
Property & Tenders
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21-24 Sep 2020
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21-24 Sep 2020
Messe Stuttgart, Germany
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22-23 Sep 2020
Heythrop Park, United Kingdom
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17-23 Oct 2020
Pinggu, Beijing, China
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27-28 Nov 2020
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23-26 Feb 2021
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03-04 Mar 2021
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03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates

features

Interview: Jimmy T Martin & Johnny Adamic

It’s often thought that a proper workout will make you sweat. Jimmy T. Martin and Johnny Adamic have turned this idea on its head with Brrrn, a fitness studio that uses the cold to enhance your workout. Kath Hudson spoke to the founders to find out more

By Kath Hudson | Published in Health Club Management 2019 issue 9
The Brrrn Founders
The Brrrn Founders
Our first trial was in a beer fridge, the second was in an ice factory in Pennsylvania. And after seeing first hand the impact that cooler temperatures made on the fitness experience, we both realized that we were truly onto something much bigger than what we had anticipated - Johnny Adamic, co-founder of Brrrn

What is Brrrn?
MARTIN: We’re the world’s first and only cool temperature fitness experience. Our group exercise classes take place inside a patent-pending ‘fridge’ that’s set to 50°F (10°C). We offer three classes throughout the week: HIIT (battle ropes and dumbbell circuit series); Slide (a low-impact core, cardio and sculpting class with resistance bands, SandBells and our signature slide board); and HIIT + Slide (a total body strength and conditioning series with battle ropes, dumbbells and slide boards).

Why is working out in the cold a good thing?
ADAMIC: The biggest myth we’re debunking is the relationship between excessive sweating and the quality of your workout experience. The concept is rooted in science – cooler temperatures help you to move better and optimize the fitness experience. Working out in the heat withholds you from working out efficiently, as your body is faced with two competing demands all at once: trying to exercise and trying to cool off (aka sweating). Aside from being able to work out harder for longer and triggering physiologies and releasing hormones to be more alert, burn fat and more calories, we are changing the narrative of how we perceive cold: as an ally, not an enemy.

How did the idea of Brrrn come about?
MARTIN:: I’ve spent the last 10 years working as a writer and performer in NYC, and had gotten to work in a variety of capacities (e.g. Saturday Night Live, greeting card writer, copywriter) while maintaining my side hustle as a private trainer. But everything changed in 2013 when one of my former clients remarked on how she always felt leaner and more athletic during the Fall/Winter months versus the summertime. So later that night, I went home and endlessly searched the internet to see if there was such a thing as a cool temperature fitness studio and after hours of searching and finding nothing, slowly I began to realise that I may have found the next big movement in fitness. A few months later, shortly after my 29th birthday, I met Johnny in the midst of grieving the loss of my wife to cancer. I had let him know that I was working on this crazy idea and that one of the last conversations that I had with my late wife was that she felt Brrrn was going to be the biggest accomplishment that she wouldn’t get to celebrate with me. So to honor her life, I felt it was my mission to do whatever I had to do in order to bring this to fruition and that Johnny was the person that could help make this pipe dream a full fledged reality.

ADAMIC: : As a former public health official who worked for NYC’s Mayor Bloomberg’s Obesity Task Force, I understood the role your environment plays in nudging behaviour. I also have a Master’s degree in food studies and public health and had concluded that we’re addicted to food the same way that we’re addicted to heat. So the day after Jimmy pitched me this idea in a coffee shop, I looked up the health literature and found evidence suggesting that cold exposure can burn more fat and calories, and boosts longevity genes and activates brown adipose tissue (see Why Cold Works below). But the fact that really spoke to me was learning that out of the 36,000 fitness concepts in the US, zero operated their facilities below 72°F (22.2°C). The next day I emailed Jimmy in all caps saying, “WE NEED TO DO THIS NOW!”

How did you make the concept a reality?
ADAMIC: Shortly after the CAPS LOCK email that I wrote Jimmy, both him and I decided to put the wheels in motion and form this business together. I led the trials to test out our concept on ourselves as well as other people. Our first trial was in a beer fridge, the second was in an ice factory in Pennsylvania. And after seeing first hand the impact that cooler temperatures made on the fitness experience, we both realised that we were truly onto something much bigger than what we had anticipated.

MARTIN: We spent all of 2014 and 2015 gestating the concept: looking for sites, scouting the best instructors in the city, devising unique workouts that were appropriate for the temperature of our workout environment, as well as raising the capital—which was the biggest challenge.

ADAMIC: It took around 300 pitches to get the capital that we needed in order to design and construct our studio properly. Funny story: prior to one of our pitches, we found out that the one investor we were presenting to was going to invest in yet another cycling concept. So prior to the pitch, Jimmy had the brilliant idea to put the logos of all of the current cycling brands in and around NYC onto a piece of paper and we handed it to the investor at the end of our presentation. Then we handed a blank piece of paper and referenced that this was the current number of cool fitness concepts in the world and how we would like the investor to help us fill that page. A day later he wrote us a cheque.

What do people like about Brrrn?
MARTIN: Aside from them enjoying our workouts and our communal infrared sauna experience—which is also the first of its kind— the most recurring remark is about how much the brand means to them. The nuances of great business come from the DNA of the founders, so from the very beginning, we wanted to create a brand that didn’t feel like it fell in love with it’s own reflection. So it’s been incredible to see men and women of all capabilities walk into our space and contribute to a coldture™ that is ultimately changing the conversation in the fitness industry.

What are your future plans?
ADAMIC: Aside from expanding nationally and internationally and working on an at-home workout concept, our biggest goal is to continue to be the sole purveyors of this inimitable cool temp fitness experience.

WHY COLD WORKS

Brown adipose tissue (BAT) is a cell with more mitochondria in it and is involved in energy expenditure when we’re cold. It uses fat to produce heat. It represents an attractive target to combat both obesity and type 2 diabetes.

Cold exposure has been found to be an effective mechanism to stimulate BAT activity and increase glucose and lipid uptake, resulting in metabolic benefits including elevated energy expenditure and increased insulin sensitivity.

A study showed that BAT is important in the regulation of body weight, with 96 per cent of men observed showing BAT activity when exposed to cold, but not thermoneutral conditions. However, BAT is reduced in men who are overweight or obese.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Brrrn offers group exercise classes in a refrigerated environment set at 10°C
Brrrn offers group exercise classes in a refrigerated environment set at 10°C
Martin and Adamic say the colder temperature allows customers to work out harder for longer
Martin and Adamic say the colder temperature allows customers to work out harder for longer
Community is an important aspect of the brand, with each person contributing to the ‘coldture’
Community is an important aspect of the brand, with each person contributing to the ‘coldture’
Cold exposure has been shown to activate brown adipose tissue, which results in metabolic benefits
Cold exposure has been shown to activate brown adipose tissue, which results in metabolic benefits
The founders plan to expand the brand nationally and internationally
The founders plan to expand the brand nationally and internationally
http://www.leisureopportunities.com/images/imagesX/603682_199178.jpg
Meet the minds behind Brrrn, Jimmy T Martin and Johnny Adamic- the US based company who are improving and extending workouts through cold temperature based workouts. Martin and Adamic say they are 'changing the conversation in the fitness industry' and claim to be pioneering the cool fitness concept.
Jimmy T Martin, Johnny Adamic, Brrrn, Co-founders,Jimmy T Martin, Johnny Adamic, Brrrn,
Latest News
Planet Fitness' share price on the New York Stock Exchange has remained steady at between ...
Latest News
Two of the largest health club operators in the US have announced that members and ...
Latest News
If you're a personal trainer working in the UK, you can now get online PT ...
Latest News
A member of SAGE, the government’s independent group of scientific advisers, has said gyms, pubs ...
Latest News
Following approval to build a £250mn wellbeing resort in Manchester, Therme Group has revealed plans ...
Latest News
Europe's largest gym chain, Basic-Fit, has provided the European fitness sector with some optimism, after ...
Latest News
DW Sports is going into administration saying it's working to save its 73-strong gym portfolio. ...
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The American Council on Exercise (ACE) is urging US Congress to pass a new law ...
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Gyms, health clubs and swimming pools in Scotland have finally been given an "indicative" time ...
Opinion
promotion
Data-driven businesses are some of today’s greatest global success stories, providing blueprints for success.
Opinion: Up your ‘data game’ to successfully relaunch your fitness business
Opinion
promotion
Evidence suggests that over many years personal trainers have been forced to leave the fitness industry because employment patterns are erratic, earnings are inconsistent and it is difficult to build up value needed to secure an appropriate lifestyle.
Opinion: Personal trainers need support as employment opportunities diminish: FREE webinar Thursday 6 August
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: Gympass partners with F45 Training to bring functional team training to world's largest corporate fitness platform
Gympass, the world’s largest corporate fitness platform, has announced a partnership with F45 Training, one of the world’s fastest-growing fitness franchisors that will give its corporate members access to their global network of workout facilities.
Company profiles
Company profile: Les Mills UK
Committed to creating a fitter planet, Les Mills UK works with clubs and instructors to ...
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Supplier Showcases
Supplier showcase - Precor Showcase
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Management software
Fisikal: Management software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Fitness equipment
Healthcheck Services Ltd: Fitness equipment
Spa software
SpaBooker: Spa software
Locking solutions
Monster Padlocks: Locking solutions
Fitness Software
FunXtion International BV: Fitness Software
Design consultants
Zynk Design Consultants: Design consultants
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
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