“Sweat and alcohol are both great social lubricants,” said David Barton, founder of the David Barton Gym. So in a move that might seem silly or inevitable, depending on your point of view, he has combined them. The gym chain became a watering hole at its locations in Chicago, Miami and New York when it started hosting cocktail hours after its intense boot camp training classes. They are sponsored by the Swedish vodka brand Svedka throughout August and are meant to tie in with the brand’s ‘RU Bot Or Not?’ ad campaign that features a female robot with proportions Barbie would envy. ‘I want people to find the gym not just a place to work out, but a good hang as well,’ Mr. Barton said. After the trainer-led group exercise classes, customers can take off their sweaty socks and trade their usual smoothies with scoops of protein powder for cocktails made with clementine-flavored vodka, orange juice, sour mix and fresh mint...
http://mediadecoder.blogs.nytimes.com/2010/08/22/gym-mixes-vodka-with-fitness/
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