August 13, 2020

Born Primitive Supports Gyms Amidst a Pandemic By Pledging $1.5 Million In Gift Cards

Born Primitive Supports Gyms Amidst a Pandemic By Pledging $1.5 Million In Gift Cards

VIRGINIA BEACH, VA, Aug. 10, 2020 (GLOBE NEWSWIRE) -- The COVID-19 pandemic has created vast economic challenges for practically everyone — but some industries are feeling this more than others. Among the hardest hit businesses are gyms and fitness centers, which are believed to be an area where the virus can spread easily.

Many gym owners have been forced to shut down their facilities for months. Those in states like Arizona have faced an economic whiplash, initially given the go-ahead to reopen, then forced to shut down again as local cases spiked.

Needless to say, gym owners, fitness trainers and others employed in the industry have been struggling. Even iconic fitness chains like 24 Hour Fitness have declared bankruptcy and announced permanent closures of locations across the country. 

Fortunately, companies in related niches are taking notice — such as active duty-owned fitness apparel brand Born Primitive, which recently stepped in to support local gyms by offering $1.5 million in gift vouchers to gym members.

‘Stay For May’

“As soon as gyms started closing due to the pandemic, they started bleeding memberships,” explains Bear Handlon, co-founder of Born Primitive. “This was devastating for the gyms. A lot of them were immediately in a position where they were just trying to keep their heads above water.”

Recognizing the significant threat the industry was facing, the fitness and CrossFit apparel brand developed a campaign entitled “Stay For May.” Targeted at gym owners, the idea of the campaign was to help local gyms offer a compelling reason for their customers to retain their memberships, even in the midst of the pandemic.

“This campaign was the sequel to our ‘Back the Gyms’ stimulus initiative, which allowed us to ultimately contribute over $186,000 to local gyms all across America. However, we soon realized what was more important for gym owners was for their customers to keep their memberships. So we pivoted the campaign and took a different approach that attempted to incentivize those who were on the fence about things to stick with their gym for a few more months,” says Handlon.

The Stay for May initiative aimed to directly help struggling gyms by offering gift vouchers to patrons who kept their gym membership during the month of May. The gyms themselves didn’t have to pay anything — instead, the money for the vouchers came directly from Born Primitive and its partners.

By offering gift vouchers from various, fitness-oriented brands that gym users would be interested in, local gym owners could give their customers a reason to not cancel their memberships. It was also easy for gym owners to implement. The gym owner simply needed to share a link with their members. From there, the participating brands were able to deliver the gift vouchers instantly via email.

The Power of a Partnership

To execute the Stay for May campaign, Born Primitive partnered with O2 Natural Recovery Drink. Together, they recruited two additional brands — Bear Komplex and Puori — in an effort to spread the word and secure additional incentives for gyms.

“The $1.5 million in gift vouchers we were able to distribute from Born Primitive was an astonishing amount. But I’m incredibly pleased that we made the decision to partner with other brands — that raised the total amount of support we were able to provide to over $6 million!” Handlon notes. “I think that really made an impact in getting more people to stay.”

Each brand chipped in by providing a $25 gift voucher to each gym patron, who could then use the voucher at their respective websites. Because each brand focuses on fitness products, the vouchers were a natural fit for gyms and their members.

“We will never be able to actually quantify how much of an impact this campaign had on persuading people to keep their memberships, but most importantly, we wanted the gym owners to know they weren’t alone in this. We wanted to use our brand platform to support them because these local gyms are the foundation of the entire community, and we owe it to them. We are stronger together,” Handlon says.

This mindset is not new for Born Primitive, a brand with a history of giving back since they were founded just a few years back. Prior to this campaign, Born Primitive donated over $500,000 to a variety of charities in only four years’ time — charities that supported cancer research and prevention, adaptive athletes, military- and first-responder communities and COVID-relief efforts.

“As a business, we’ve said from day one that we have to use our platform to give back. We need to be a part of something bigger than ourselves. That is something we will never waiver on,” Handlon says.

Looking Forward

Even with widespread support for initiatives like Stay for May, many fitness centers and local gyms face an uncertain future. “We don’t know what the immediate future looks like, especially given the recent uptick in COVID-19 cases in some areas,” Handlon admits.

“But if we lose our gyms, we lose an essential place for people to improve themselves and get on track for healthier, happier lives. Even when they’re deemed ‘non-essential,’ we can’t lose sight of how big of an impact for good these places can have.”

For the time being, at least, fundraisers and programs that encourage customer loyalty are helping ensure that many gyms will still be there when their patrons are able to return.

Media Details
Name: Bear Handlon
Company Name: Born Primitive
Website: https://bornprimitive.com/
Email: bear.handlon@bornprimitive.com
Telephone: (757) 301-6514


Leave a comment

Comments will be approved before showing up.

Subscribe

sizing chart
Men's Tops Men's Bottoms Women's Tops Sports Bras Women's Bottoms Unisex Kids

men's tops

measurements in inches

measurements in centimeters

SIZE CHEST
XS 34-35"
S 36-37"
M 38-39"
L 40-41"
XL 42-43"
XXL 44-46"
3XL 47-49"
XS 86-90
S 91-94
M 95-99
L 100-107
XL 108-114
XXL 115-122
3XL 123-130

Measuring Tips:

For the most accurate measurements, we suggest measuring as close to the skin as possible.

Chest Measurement:

Wrap the measuring tape around the widest point of the chest starting at the front and center of your torso.

men's bottoms

measurements in inches

measurements in centimeters

SIZE HIP THIGH
S (30) 32-36" 18-21"
M (32) 36-40" 20-25"
L (34) 40-43" 24-28"
XL (36) 43-46" 27-31"
2XL (38) 46-49" 30-34"
3XL (40) 50-53" 33-37"
S 81-91 46-53
M 91-102 51-64
L 102-109 61-71
XL 109-117 69-79
2XL 117-124 76-86
3XL 127-135 89-64

Measuring Tips:

We have determined that your waist measurement will most likely dictate your size. Secondary to waist size, if you notice your thighs exceed the limit on our chart you may need to go up a size.

Thigh Measurement:

Measure around the widest area of the thigh.

Hip Measurement:

Measure around the largest area of your hips, encapsulating the roundest part of your gluteus.

women's tops

measurements in inches

measurements in centimeters

SIZE BUST
XS 28-31"
S 32-33"
M 34-36"
L 37-39"
XL 40-42"
XS 71-79
S 80-84
M 85-92
L 93-100
XL 101-107

Measuring Tips:

For the most accurate measurements, we suggest measuring as close to the skin as possible while wearing a non-padded, non-compression bra.

Bust Measurement:

Wrap the measuring tape around the widest point of the chest starting at the front and center of the torso.

sports bras

measurements in inches

measurements in centimeters

Size 28 30 32 34 36 38 40 42
A XS XS S M L L XL -
B XS XS S M L XL XL -
C XS S S M L XL XL 2XL
D S S M M L XL 2XL 2XL
DD S S M L XL XL 2XL -
E - M M L XL 2XL 2XL -
Size 60 65 70 75 80 85 90 95
A XS XS S M L L XL -
B XS XS S M L XL XL -
C XS S S M L XL XL 2XL
D S S M M L XL 2XL 2XL
DD S S M L XL XL 2XL -
E - M M L XL 2XL 2XL -

Measure Your Rib Cage:

Measure around your rib cage just under your bust. Round down to the closest inch. This is your rib cage measurement, which you’ll need to figure out your band and cup size.

Figure out your band size:

Take your rib cage measurement from step 1 and read across the chart below to find your band size

Rib Cage Measurement Band Size
25" - 27" 30
27" - 29" 32
29" - 31" 34
31" - 33" 36
33" - 35" 38
35" - 37" 40
37" - 39" 42

Figure out your cup size - This is a 2-step process:

First, measure around the fullest part of your bust. Keep the tape straight across your back. Round up to the nearest whole number. This is your bust measurement.

Now, subtract your rib cage measurement (step 1) from your bust measurement (step 3). The difference in inches is your suggested cup size. If you’re between sizes, round up.

Bust Size Minus
 Rib Cage Size
Your Cup Size
3" AA
4" A
5" B
6" C
7" D
8" DD
9" E

Calculate Your Size:

First, measure around the fullest part of your bust. Keep the tape straight across your back. Round up to the nearest whole number. This is your bust measurement.

Now, measure your rib cage. Subtract your bust measurement from your rib measurement. The difference in centimeters is your suggested cup size. If you’re between sizes, round up.

2.5 CM= A | 5 CM= B | 7.5 CM= C | 10 CM= D | 12.5 CM= DD | 15 CM= E

Fit Guidelines:

Every bra serves a different purpose for different activities and we recommend referencing each specific bra product description to determine the best bra for your body and sport. Our bras should generally fit snug. Wearing the bras too loose will not likely provide adequate support.

***Please note, a majority of our sports bras are medium support and medium coverage. If you are looking for the highest impact support that we offer; check out the X-Factor, Intensity or Moxie Sports Bra!

women's bottoms

measurements in inches

measurements in centimeters

SIZE HIP THIGH WAIST
00-0 | XS 34-36" 19-21" 24-27"
2-4 | S 36-38" 21-23" 27-30"
4-6 | M 38-40" 23-26" 30-33"
8-10 | L 40-43" 26-28" 33-36"
10-12 | XL 43-46" 28-30" 36-39"
14-16 | 2XL 47-50" 31-33" 40-43"
00-0 | XS 86-91 48-53 61-69
2-4 | S 91-97 53-58 69-76
4-6 | M 97-102 58-66 76-84
8-10 | L 102-109 66-71 84-91
10-12 | XL 109-117 71-76 91-99
14-16 | 2XL 117-127 76-84 100-109

Measuring Tips:

We have determined that your waist measurement will most likely dictate your size. Right on the edge between two sizes? You can utilize your thigh and hip measurements as secondary guidelines to help you find the perfect size.

Waist Measurement:

Measure around the smallest part of your torso, keeping the measuring tape as horizontal as possible.

Thigh Measurement:

Measure around widest area of the thigh.

Hip Measurement:

Measure around the largest area of your hips, encapsulating the roundest part of your gluteus.

Unisex

measurements in inches

measurements in centimeters

SIZE CHEST
XXS 32-33"
XS 34-35"
S 36-37"
M 38-39"
L 40-41"
XL 42-43"
XXL 44-46"
3XL 47-49"
XXS 81-85
XS 86-90
S 91-95
M 96-100
L 101-105
XL 106-110
XXL 111-117
3XL 118-124

Measuring Tips:

For the most accurate measurements, we suggest measuring as close to the skin as possible.

Chest Measurement:

Wrap the measuring tape around the widest point of the chest starting at the front and center of your torso.

Girl’s String Me Along, Calligraphy T-Shirt, Track Shorts and Leggings

measurements in inches

measurements in centimeters

Size Height Chest Waist
XS (4/5) 39-44” 22-23” 22-23”
S (6/7) 45-49” 24-25.5” 23-23.5”
M (8) 50-52” 26.5” 24.5”
L (10/12) 53-58” 27.5-28.5” 25.5-26.5”
XL (12/14) 59-64” 30.5-32” 28”-29.5”
XS (4/5) 99-112 56-58 56-58
S (6/7) 114-124 61-65 58-60
M (8) 127-132 67 62
L (10/12) 135-148 70-72 65-67
XL (12/14) 150-163 77-81 70-75

Youth Sports Bras

Size Height Chest Waist
XS (12) 53-57” 26-27.5” 25.5-26.5”
S (14) 58-61” 27.5-29” 26.5-28”
M (16) 61-64” 29-31” 28-29.5”
XS (12) 135-145 66-70 65-67
S (14) 147-155 70-74 67-70
M (16) 155-163 74-79 70-75

Unisex Joggers

Size Height Chest Waist
XS (4/5) 39-44” 22-23” 22-23”
S (6/7) 45-49” 24-25.5” 23-23.5”
M (8) 50-52” 26.5” 24.5”
L (10/12) 53-54” 27.5-28.5” 25.5-26.5”
XL (14/16) 53-54” 30.5-32” 28-29.5”
XS (4/5) 99-112 56-58 56-58
S (6/7) 114-124 61-65 58-60
M (8) 127-132 67 62
L (10/12) 135-137 70-72 65-69
XL (14/16) 135-137 77-81 70-75

Boys Athlete Driven T-Shirt

Size Height Chest Waist
XS (4/5) 39-44” 22-23” 22-23”
S (6/7) 45-49” 24-25.5” 23-23.5”
M (8) 50-52” 26.5” 24.5”
L (10/12) 53-58” 27.5-28.5” 25.5-26.5”
XL (14/16) 59-64” 30.5-32” 28-29.5”
XS (4/5) 99-112 56-58 56-58
S (6/7) 114-124 61-65 58-60
M (8) 127-132 67 62
L (10/12) 135-174 70-72 65-69
XL (14/16) 150-163 77-81 70-75

Boys Athleisure Tee

Size Height Chest Waist
XS (4) 39-42” 22-23” 22-23”
S (5) 43-46” 23-24” 23-24”
M (6) 46-48” 24-25” 24.5”
L (7) 48-50” 25-26” 24.5-25.5”
XL (8) 50-52” 26-27” 25.5-26.5”
XS (4) 99-107 56-58 56-58
S (5) 109-117 58-61 58-61
M (6) 117-122 61-64 62
L (7) 122-127 64-66 62-65
XL (8) 127-132 66-69 65-69

Boys Training Shorts

On our Large and X-Large Training Shorts, the length measures the same. From the waist band to the crotch its 8” in length and the inseam (from the crotch to the end of the shorts) is 5”. These shorts run shorter in length as you go up in size to more closely mimic our men’s training shorts which are a 7” inseam.

Size Height Chest Waist
XS (4/5) 39-44” 22-23” 22-23”
S (6/7) 45-49” 24-25.5” 23-23.5”
M (8) 50-52” 26.5” 24.5”
L (10/12) 53-58” 27.5-28.5” 25.5-26.5”
XL (14/16) 53-58” 30.5-32” 28-29.5”
XS (4/5) 99-112 56-58 56-58
S (6/7) 114-124 61-65 58-60
M (8) 127-132 67 62
L (10/12) 135-147 70-72 65-69
XL (14/16) 135-147 77-81 70-75

Measuring Tips:

For the most accurate measurements, we suggest measuring as close to the skin as possible.

Chest Measurement:

Wrap the measuring tape around the widest point of the chest starting at the front and center of the torso.

Waist Measurement:

Measure around the smallest part of your torso, keeping the measuring tape as horizontal as possible.

ENTER TO WIN

$250

GIFT CARD

Welcome to Born Primitive
Please select a store location

Sorry, due to extremely heavy volume, we're running a little behind schedule.