Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
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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.

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
people are together on the climbing walls, cheering each other on, coaching each other, interacting, laughing and enjoying each other’s company. It’s a completely different environment from anything I’ve ever seen
People
One of the opportunities we’re looking at is in London. The location doesn’t suit a low-cost gym, but would suit a boutique-style model. - John Oxley
People
HCM people

Gita Sjahrir

Founder, R-FITNESS
We became the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing. This was positive for the industry as it signalled that the industry had growth potential
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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.

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
Mid-market health club operator Total Fitness has acquired Pro-Fit Personal Training. The deal follows a ...
Latest News
PureGym is set to become the second largest fitness operator in Europe, after revealing plans ...
Latest News
The Glass House Retreat, a new eco-friendly health and wellness retreat, has opened in Bulphan, ...
Latest News
A large-scale study on genetics has shown that being more physically active reduces the risk ...
Latest News
The Gym Group has confirmed plans to roll out a new small box format in ...
Latest News
Representatives from the three main political parties have backed the view that physical activity has ...
Latest News
Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness ...
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Job search
POST YOUR JOB
Featured supplier news
Featured supplier: CIMSPA Youth Panel to give real insight into Gen Z at active-net 2020
It’s just months away until active-net 2020, the two-day educational, networking and business meetings event, which attracts professionals from across the leisure sector.
Featured supplier news
Featured supplier: Who does your brand belong to?
Who does your brand belong to? There used to be only one answer to this question: the company that grew it and invested in it.
Video Gallery
Harlands Group testimonial
Harlands Group
Harlands Group - Testimonial from 'Unity Leisure'. Read more
More videos:
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Company profiles
Company profile: Incorpore Ltd
Incorpore is a leading fitness and wellness company who have been successfully delivering solutions to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness software
Go Do.Fitness: Fitness software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Sothys: Skincare
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Spa software
SpaBooker: Spa software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Professional services
Deloitte UK: Professional services
Fitness equipment
Dyaco International: Fitness equipment
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Property & Tenders
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
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Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
19-24 Apr 2020
tbc, Beijing, China
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
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