Athletic Bar ATX

In July of 2021, after a year devoid of brand activations, sponsorships and pop-ups, BEG hit the ground running, launching “Athletic Bar Austin” for CT based craft brewery, Athletic Brewing Co. BEG was brought in just after Athletic had secured a space for a branded pop-up and didn’t know what to do next. After deciding to make the space half fitness studio/ half bar, BEG swooped in. We not only sourced the build out partner but acted as GM throughout the entire process- from the renderings to the final build out, we directed the process along the way. We were also responsible for sourcing and hiring local staff, implementing a local marketing strategy to get customers through the door and physically managed the space for six weeks. Our team acted as bar GMs, instructor liaisons, on-site brand representation and more. The pop-up saw great success, selling out over 90% of the classes and driving sampling of over 1,700 consumers.