Red Bull is bringing its high-energy brand to Chicago August 23–24 with Sweat The Deck spin classes on the deck of a specially equipped boat and exclusive F45 Training sessions on the riverwalk as destination workouts and brand activations heat up
Red Bull is taking its fitness ambitions to new heights (and onto the water) with a weekend of back-to-back activations in Chicago designed to turn workouts into destination events.
On August 23–24, the energy drink giant will stage Red Bull Sweat The Deck, an immersive spin class held on the deck of a specially equipped boat cruising the Chicago River. Riders pedal with skyline views as their resistance dynamically matches the cityscape’s peaks and valleys, guided by top spin instructors. Boarding begins 30 minutes before each class at Island Party Hut, and participants (all 18 and over) can use complimentary cycling shoes or bring their own.
Just steps away, F45 Training, Red Bull’s newest global partner, will host exclusive riverside functional training sessions on the Chicago Riverwalk with its Athlete Team. Powered by Red Bull, the workouts mark another high-profile moment in a multi-year global partnership unveiled in March, the first of its kind for the energy brand with a fitness studio. The deal includes Red Bull product availability at F45 studios, exclusive member access to World of Red Bull fitness activations, co-branded content and paves the way for joint competitions, including Red Bull 100 x Hyrox activations.
The Chicago weekend is part of a wider in-person push that has seen Red Bull expand its event portfolio past its extreme sports stronghold. In the coming weeks, the company will host Red Bull Origin in Venice Beach, replicating iconic skate spots for a multi-day challenge and Red Bull Dance Your Style in San Francisco, a street-dance showdown.
Experiential fitness is surging. From Represent’s debut fitness event in the U.K., and Peloton’s first-ever Run Club, brands are using atmosphere, fear of FOMO and a sense of community to stand out in a crowded market.
Even beyond pure fitness events, brands are using lifestyle tie-ins to strengthen their foothold. Chelsea Piers Fitness’ new alliance with personalized nutrition company Gainful brings protein powders, hydration mixes and dietitian-developed plans directly into café menus and exclusive perks, such as member-only events focused on performance nutrition. And earlier this month, Celsius scored major wins during the 2025 MLS All-Star Week in Austin, Texas, activating its Live. Fit. Go. marketing campaign to engage soccer fans with samples of its new product flavors.
