A fitness studio concept which offers group exercise classes in a fridge-like environment is planning to expand the brand across the US – and eventually internationally.

Brrrn is the brainchild of entrepreneurs Jimmy T. Martin and Johnny Adamic and is marketed as the world’s first "cool temperature fitness experience".

Group exercise classes take place inside a patent-pending ‘fridge’ that provides a continuous training environment of around to 50°F (10°C).

With a single site in New York, Brrrn offers three classes: HIIT (battle ropes and dumbbell circuit series); Slide (a low-impact core, cardio and sculpting class with resistance bands, SandBells and a signature slide board); and HIIT + Slide (a total body strength and conditioning series with battle ropes, dumbbells and slide boards).

"Our first trial was in a beer fridge, the second was in an ice factory in Pennsylvania," says Adamic, describing the early stages of the process to create Brrrn.

"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 adds: 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."

According to Adamic, the duo are now looking to take the concept national and broaden it to the at-home market.

"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," Adamic says.

• Adamic and Martin spoke to HCM about their plans. To read the full article, click here for the September 2019 issue of HCM magazine.