Lifeway Hamptons Summer Recap

Partner

Gurney’s Montauk

Highlights Lifeway Smoothie Bar @ Dune Cafe Probugs & 8oz Stocked in Fridge Summer Fitness Series Sampling Creator Partnerships Lifeway Pop Up & Brunch

Memorial Day

Season Opens — Dune Smoothie Bar

Gurney’s Montauk · Dune

Lifeway kefir installed as the season-long smoothie bar at Dune, Gurney’s beachfront restaurant — sold exclusively at Dune, nowhere else on property, running guest-facing through Labor Day. On the menu: Protein Powerhouse, Green Dream, and Summer Berry, each served in a co-branded Lifeway × Gurney’s cup — plus Lifeway Probugs and 8oz Lifeway Kefir as grab-and-go add-ons.

3,282

Smoothies, season total

139

Probugs, season total

64

8oz Kefir, season total

3,485 total Lifeway units at Dune, season total.

20,000+

Guests at Dune, over the summer

Beyond the bar, smoothies were served at key fitness pop-up classes, including SoulCycle, Sculpt Society, Melissa Wood Health, Dale, and Jeremiah Maestre’s Lifeway class. They were also on the page all summer — featured in every guest welcome letter.

Thu–Sun

Summer Fitness Series

Recurring classes, all season

Classes ran Thursday through Sunday, all summer long, drawing approximately 150 guests each. Every guest was offered a Lifeway Kefir sample and invited to purchase a smoothie from the cafe — sampling included 3.5oz Probugs, Dune smoothies, and more.

The series featured top fitness talent, including Dale Moss, Megan Roup, Melissa Wood Health, SoulCycle, and many more.

7,500+

Guests at classes, over the summer

SoulCycle rooftop class, Gurney's Montauk

Guests with Lifeway Kefir, Summer Fitness Series

Guest with Lifeway Kefir, Summer Fitness Series

Lifeway Kefir flat lay, Gurney's Montauk

Lifeway Kefir at sunset, Summer Fitness Series

Lifeway Kefir on ice, Summer Fitness Series

Rooftop spin class, Summer Fitness Series

Rooftop mat class, Summer Fitness Series

Lifeway Class w/ Jeremiah Maestre, Gurney's Montauk

Lifeway Kefir at the July 4 class, Gurney's Montauk — Lifeway Kefir, Summer Fitness Series

Jeremiah led a Lifeway class at Gurney’s on Jul 4, drawing 75+ attendees. Lifeway served smoothies from Dune and sampled product on site, and Jeremiah posted a recap reel from the event.

Ongoing

Creator Content – Paid Partnerships

@dalemoss13 (578K) · @kennysantucci (238K) · @jeremiah.maestre (137K) · @livschreiber (191K)

4 key creator partnerships carried the program on their own channels — the season’s most-seen layer.

Season-long

Gurney’s Owned Marketing Push

Social, email & website marketing · in-room marketing

1M

Subscribers reached

13

Emails, season total, including Lifeway

2

Grid posts

13

Story sets, including Lifeway

Website

Dedicated event listing on Gurney’s website, May 22 – Sep 8.

In-Room

Featured in the guest welcome letter — every room, every day, all summer long.

Email

Featured in every multi-activity email all season, and featured in a dedicated Summer partner announcement email — to a list of 1M.

Social

2 grid posts, plus 13 story sets across the season, including Lifeway.

On-site branding carried it further — Lifeway floor decals on the deck for the July 4th weekend, plus co-branded hair clips handed out at the July 4th takeover, the July brunch, and select classes and events all season.

Season Close

Brunch by the Beach

Hosted by Dale · Gurney’s Montauk

The season-closing event, hosted by Dale. The brunch menu featured Kefir with fruit and granola bowls, an omelette made with kefir, avocado and farmers cheese toast, and smoothies from Dune.

Brunch by the Beach, Gurney's Montauk — Table details, Brunch by the Beach

Lifeway kefir bottle, Brunch by the Beach

Lifeway welcome towel, Brunch by the Beach

Partner

Barry’s Bootcamp

Season-long

Southampton & Wainscott

Two locations

Daily sampling ran at both Barry’s Southampton and Wainscott locations, serving Lifeway kefir bowls and sampling from the Lifeway cart.

Southampton

Wainscott

Guests with Lifeway at Barry's Southampton — Guests with Lifeway, Wainscott

Guest sampling Lifeway kefir at Barry's Bootcamp — Sampling Lifeway kefir, Barry's Bootcamp

Guests with Lifeway, Barry's Southampton

Guests sampling Lifeway, Barry's Bootcamp

Lifeway kefir cart outside Barry's Bootcamp — Sampling cart, Barry's Bootcamp

Partner

Surf Lodge

Mid-July → Labor Day

Surf Lodge Series

Recurring activation, Montauk

Popping up all summer long with wellness activations at Surf Lodge, plus weekend brunch service — including Lifeway farmer’s cheese avocado toast — the highest-traffic, highest-visibility placement in the program.

~100

Guests every weekend, all summer

Lifeway beach club setup at Surf Lodge — Lifeway setup, Surf Lodge

Guest sampling Lifeway kefir at Surf Lodge — Guest sampling, Surf Lodge

Group with Lifeway kefir at Surf Lodge — Group sampling, Surf Lodge

Guests sampling Lifeway kefir at Surf Lodge — Guests with kefir, Surf Lodge

ATEAM wellness class group at Surf Lodge — Wellness class, Surf Lodge

Guest with Lifeway kefir at Surf Lodge — Lifeway moment, Surf Lodge

Lifeway farmer cheese avocado toast at Surf Lodge brunch — Avocado toast brunch, Surf Lodge

Press

Hamptons Magazine

Summer

Full-Page Spread — “Out East”

Advertorial, Hamptons Magazine

A full-page spread on Lifeway in the Hamptons, highlighting CEO Julie Smolyansky and the season’s activations across Gurney’s, Barry’s, and The Surf Lodge.

View the feature — page 252

Lifeway feature in Hamptons Magazine, Out East — Hamptons Magazine, “Out East”

August

Hamptons Magazine’s Summer Sweat

Southampton Arts Center

Live event featuring the NY Pilates founder, Walter Savage, Waz Ashayer, and Brook Burnside.

Hosts at the Lifeway table, Summer Sweat

Partner

Drugstore

Season-long

Drugstore + Coffee & Chill @ Montauk Beach House

Drugstore at MBH

Lifeway frozen kefir stocked season-long at Drugstore’s Montauk Outpost in two flavors, chocolate banana and vanilla, plus a dedicated Coffee & Chill sampling activation poolside at the Montauk Beach House every Sunday through August.

Guest with Drugstore x Lifeway cup, poolside at MBH

Guests with Drugstore x Lifeway, Montauk Outpost

Guests with Lifeway, Coffee & Chill @ MBH

Guests sampling Drugstore, Coffee & Chill @ MBH

Drugstore x Lifeway frozen kefir cup, blueberry — Drugstore x Lifeway frozen kefir cup

Partner

Dancebody Summer Social

Summer

The Summer Social

Montauk

Popped up with Dancebody at the Summer Social in Montauk, featuring three classes, 100+ attendees, and more.