We’ve seen Shrager put the nightclub into hotels… and now it’s time for David Barton to put the nightclub in gyms. I walked past this gym on Astor Place and couldnt quite believe it. Mood lighting, velvet sofa-meets-throne, loud music, groomed fashionistas and disco ball inside. Yes, I’m serious. It really was unlike any other gym I’d seen.

Intrigued, I decided to do a little research and have found some pretty far out things that this gym has to offer. The strangest yet? A cross-promotion with Svedka Vodka. Never mind that, up to this point, alcohol and gymnasiums have been the least likely of friends. After an intense boot camp class, you can relax alongside your fellow funky sweatsters over a cocktail. David Barton says, “Vodka seems like the right complement to the gym.”  And he’s right, in the context of this gym; certainly not for the likes of Equinox or Fitness Worst.

I find this concept fascinating. There is a never ending supply of fans unashamedly declaring their love for DB gyms online. They gush about its beautiful crowd, fun atmosphere, sexy setting and seem to love their gym in a way that brinkers on unhealthy. And that’s what happens with challenger brands. Love. Hate. And little in between.