Bumble and Barry’s new campaign helping fitness fanatics find love
Dating app Bumble has partnered with exercise brand Barry’s in a new campaign aimed to help fitness fanatics find love through speed-dating style exercise classes in Sydney and Melbourne.
The announcement:
Bumble, the app that started a movement by putting women in charge when dating, is partnering with cult exercise brand Barry’s on a campaign to help fitness fanatics find their next date on Bumble.
This April, Bumble and Barry’s will be bringing singles together IRL for complimentary speed-dating style exercise classes at Barry’s locations in Sydney and Melbourne, giving daters the chance to meet new people with shared interests in a high-energy environment.
Lucille McCart, APAC communications director at Bumble said: “We are excited to be partnering with Barry’s on this campaign that brings our communities together in a fun and unique way. We know that post-pandemic singles are looking for low-key options for first dates, and that it is easier to connect romantically when you can identify a shared interest such as fitness.”
Among the Bumble community in Australia, ‘exercise’ is one of the top filters used to identify matches with a similar lifestyle, while ‘gym’ and ‘running’ were some of the top interest badges used to identify matches with compatible interests*.
In 2022 Bumble also identified a trend in Dry Dating, with over three quarters (77%) of single Australians believing that sober dating sets you up for a better connection**.
Katie Greenwood, Barry’s head of operations said: “We’re thrilled to be partnering with Bumble, to unite our two thriving communities in an extraordinary in-person event. Stepping into the iconic Barry’s Red Room, you’ll be enveloped in a high-energy ambience backed by our exceptional trainers. We have specially designed a one-of-a-kind workout regimen for the Bumble community to experience the unparalleled energy of Barry’s. Through this exhilarating exercise session, we look forward to facilitating new connections in a dynamic and enjoyable manner.”
Singles in Sydney or Melbourne looking to find love via Bumble and Barry’s can visit the Bumble Australia Instagram page from 6 April 2023 to sign up to a series of speed-dating circuit classes being hosted at the Surry Hills and South Yarra studios between April 17 and April 21 2023. Spaces are limited and on a first come first serve basis.
The campaign is being supported through social, influencer and EDM channels for Bumble and Barry’s.
ABOUT BUMBLE x BARRY’S EVENTS
Classes will take place in Sydney and Melbourne at the Surry Hills and South Yarra studios.
● Class 1: Monday April 17th, 1.05pm- Surry Hills
● Class 2: Monday April 17th, 1.20pm- South Yarra
● Class 3: Thursday April 20th, 6.35pm- Surry Hills
● Class 4: Friday April 21st, 1.20pm – South Yarra
● People can enter via @bumble_australia on Instagram
● Spaces are limited – first come first served basis*All stats based on proprietary global Bumble platform insights between January – November 2022.
**The study was conducted among 1029 single Australians aged 18-49 years. This study aimed to explore people’s attitudes regarding dating in a post pandemic world, as well as experiences with body-image and body-shaming. Fieldwork commenced on Wednesday the 15th and was completed on Monday the 20th of September 2021.
***The research was conducted by Lonergan Research in accordance with the ISO 20252 standard. Lonergan Research surveyed 1021 single Australians aged 18 –59 years. The survey was conducted online amongst members of a permission-based panel, between 2 and 13 June, 2022. After interviewing, data was weighted to the latest population estimates sourced from the Australian Bureau of Statistics.
Source: Humann Comms
