Key takeaways
When strength meets community, good things happen. Earlier this year, we teamed up with TONAL — the smart gym that replaces standard equipment with tech that automatically tracks your progress — to bring our Parasol Members a one-of-a-kind activation: a free strength class led by pro TONAL coach Kristina Centenari, right inside TONAL's pop-up at 188 Lafayette.
This wasn't your typical sweat session. We wanted to do something special for our growing Membership community — something exclusive, energizing, and worth showing up for. So we hosted a raffle-style invite, open to anyone who followed @parasolprojects and @tonal on Instagram, tagged a workout buddy, and joined our free membership. Simple, fun, and community-first. The raffle stayed open for two weeks, and winners were picked for the ultimate Friday fitness upgrade.
On Friday, February 21st at 4pm, our Lafayette pop-up turned into a boutique fitness studio. Members and NYC influencers pulled up with friends, got sweaty with Kristina's dynamic strength-training circuit, and left with a TONAL tote bag, water bottle, and wellness goodies in hand. Shoutout to creators like @sherryyy_xia, @thecorporatedogmom, @avavescovi, and @charstar13 for joining and spreading the energy.
This event was about showing what membership at Parasol can feel like: real moments, real perks, real connection. By activating inside TONAL's beautifully built pop-up, we created an IRL moment that added value for everyone involved:
Our Membership program exists to foster community and bring value to our members through freebies, giveaways, raffles, and events. It's 100% free, and designed for pop-up lovers looking for the next fun thing. This is exactly the kind of activation brands can tap into: offer our members a genuine experience, and you reach an engaged, highly social NYC audience at no media cost.
Become a member, explore our spaces, or get in touch to plan a members-only activation of your own.