June 23, 2010
“Muscle Milk Fitness Retreat Puts Emphasis on Interaction Over Freebies
As it works to move from the gym-only realm into the lifestyle category, fitness beverage brand Muscle Milk presented its first “Muscle Milk Light Women’s Fitness Retreat,” an interactive fitness, health, and wellness pop-up at a rented home in Beverly Hills. The three-week program ran June 1 to 21 and included indoor and outdoor training facilities for classes, educational health seminars, and full-service spas. Lifestyle marketing manager Shane McCassy oversaw the event internally, with production by New Breed and PR from Fingerprint Communications.
But this was not one of those events where guests just came to scoop up products—or pose for photos and get paid for their appearance—and quickly leave. The brand and Fingerprint turned down a cadre of interested celebrities and guests if they didn’t want to break a sweat. Muscle Milk’s McCassy said, “We wanted people to come and work out and participate.” Big-name trainers on site for instruction included Under Armour brand ambassador Gunnar Peterson, plus Andrea Orbeck and Jennifer Cohen.”
– BizBash Los Angeles, June 22, 2010