The Berry Collective
The Berry Collective is a New York-based wellness events company and creative consultancy that curates ticketed experiences, brand activations, workshops, retreats, and merchandise for wellness-curious consumers and wellness/lifestyle brand clients across major US cities.
- Company typePrivate
- Founded2022
- Headquarters—
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What The Berry Collective does
The Berry Collective, LLC is a New York-based wellness events and creative consultancy founded in 2022 by Tonia Berry, an entrepreneur with a background in law. The company curates and produces ticketed and invitation-based wellness experiences — including sculpt classes, cold plunges, padel clinics, run clubs, coffee clubs, book exchanges, retreats, and brand activations — for wellness-curious adult consumers and for wellness, beauty, and lifestyle brand clients seeking authentic community engagement. Events range from intimate 40-guest gatherings to larger brand activations and span four US cities: New York, Miami, Los Angeles, and Detroit.
The Berry Collective's core products and services fall into four streams: (1) custom wellness events and workshops/masterclasses for both consumers and corporate clients, (2) brand partnerships and co-branded experiential activations with names such as Rhone, Sage + Sound, WTHN, Bang & Olufsen, Wilde House Paper, and Bare Concierge, (3) creative consulting and brand strategy services covering positioning, social media, and content, and (4) branded merchandise (e.g., the $30 Namesake Hat) sold through an owned e-commerce storefront. A flagship Be Well Retreat, a 3-day application-only wellness experience, is scheduled for Fall 2026. The technology stack is non-proprietary: the company operates a Squarespace website, runs ticketing through Sweatpals, Bloomy, and Strava, and has no app, API, or AI components.
The business model is a hybrid of consumer ticketing, B2B brand partnerships and consulting fees, and direct-to-consumer merchandise. Go-to-market is event-driven and community-led, anchored by an owned email newsletter ("Be Well" community), an active Instagram presence, and a Substack publication, with brand partner cross-promotion as the primary amplification channel. Pricing is largely bespoke: ticketed events use third-party platforms with event-specific pricing, retreats use an application-only model with undisclosed fees, and brand partnership/consulting engagements are negotiated per deal via direct outreach. The company is privately held, founder-owned, with no disclosed external funding.
The Berry Collective firmographics
Firmographics- Name
- The Berry Collective
- Legal name
- The Berry Collective, LLC
- Website
- https://theberrycollective.co
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Berry Collective is a New York-based wellness events company and creative consultancy that curates ticketed experiences, brand activations, workshops, retreats, and merchandise for wellness-curious consumers and wellness/lifestyle brand clients across major US cities.
- Ownership category
- akta.pro rank
The Berry Collective industry classification
Industry- Product category
- Wellness Events & Experiences
- NAICS
- All Other Amusement and Recreation Industries (71399)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Private Wellness & Retreat Experiences (Personalized Spa, Yoga, Healing) (THAJALAI)
Keywords
The Berry Collective business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Others
Revenue model
- Event Ticketing: The Berry Collective sells tickets to wellness events (e.g., The Sculpting Hour with Sage + Sound) through third-party ticketing platforms. Revenue is generated on a per-attendee basis for ticketed experiences.
- Brand Partnerships & Activations: The Berry Collective partners with wellness, beauty, and lifestyle brands to host co-branded events and experiential activations. Brands (e.g., Rhone, Sage + Sound, WTHN) engage The Berry Collective for access to its engaged community, content creation, hospitality programming, and brand storytelling. Revenue likely includes sponsorship fees, co-investment in events, and sampling/gifting commissions.
- Merchandise Sales: Direct e-commerce sales of branded merchandise (e.g., the Namesake Hat at $30) through the company's own storefront. One-time product purchases with free shipping on orders over $100 in the US.
- Creative Consulting & Brand Strategy: The Berry Collective offers brand development, positioning, social media strategy, and content creation services to external brands seeking to connect with the wellness and lifestyle consumer segment. This is a services-based revenue stream billed through direct client engagements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Individual event tickets (ticketed experiences) |
| Other | Multi-year contract | Retreat registration (Be Well Retreat — Fall 2026) |
| One time/ perpetual license | Pay-as-you-go | Branded merchandise (e.g., Namesake Hat) |
| Other | Multi-year contract | Brand partnership and consulting engagements |
Go-to-market motion4 records
Distribution channels3 records
Marketing channels6 records
The Berry Collective product offering
Product offeringCore offering
The Berry Collective is a wellness events and creative consultancy that curates, produces, and executes wellness-driven events, experiences, and content for a community of wellness-curious consumers and brand clients. It sells ticketed events (sculpt classes, cold plunges, run clubs, coffee clubs, book exchanges, retreats), branded merchandise, brand activation partnerships, and creative consulting services to wellness, beauty, and lifestyle brands and corporate teams.
Product overview
The Berry Collective is a wellness events and experiences company that operates as a single unified offering combining custom wellness events, brand partnerships, workshops, creative consulting, merchandise, and retreats. The core offering centers on curating and producing immersive wellness-driven events, experiences, and content at the intersection of wellness and lifestyle, with merchandise (Namesake Hat) offered through their goods section and the Be Well Retreat as an annual flagship experience.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Wellness Events Immersive wellness experiences including corporate retreats, brand activations, and fitness-forward events that bring people together through movement, mindfulness, and community. Designed for corporate clients and brand partners seeking differentiated wellness programming.
- Brand Partnerships & Collaborations Co-branded events, experiential gifting and sampling suites, and strategic brand partnerships designed to connect wellness, beauty, and lifestyle brands with Berry's engaged audience.
- Workshops & Masterclasses Intimate educational experiences including skincare and wellness education, self-care rituals, and Pilates and movement classes led by expert practitioners. Sold to individual consumers through third-party ticketing platforms.
- Creative Consulting & Brand Strategy Brand development, positioning, storytelling, and social media strategy services for wellness and lifestyle brands seeking to build authentic connections with their audiences.
- Namesake Hat Navy blue unstructured dad cap made from 100% True Cotton twill with Berry logo on front and 'Wellness Club' on back. Unisex, adjustable closure. Priced at $30 with free US shipping on orders over $100.
- Be Well Retreat A 3-day Fall 2026 wellness retreat featuring nature excursions, gentle practices, holistic workshops on rituals, floral design, manifestation, reiki, lymphatic drainage, sound, and meditation, plus chef-prepared meals, skincare rituals, and signature gifting.
Companies that use The Berry Collective
Customer profileNamed customers18 records
Segments3 records
Ideal customer profiles3 records
The Berry Collective technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Berry Collective partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and supporting.
- RhonecoreRhone is The Berry Collective's most recurring brand partner, co-hosting the Berry Run Club at Rhone's Flatiron flagship (133 5th Avenue, NYC), the Mind in Motion evening event, and additional activations. Rhone provides venue, co-investment in event programming, and exclusive brand gifting. Berry provides community audience, experiential programming, and hospitality. The partnership has generated at least three documented events across 2025-2026.
- Sage + SoundcoreSage + Sound partnered with The Berry Collective on 'The Sculpting Hour' — an educational lymphatic sculpting workshop. Sage + Sound's Head of Bodywork (Izzy) led the educational component. Ticketing was managed by Berry through Sweatpals. A Berry-exclusive booking offer for Sage + Sound services was included as a ticketing benefit, driving post-event conversions for Sage + Sound.
- Wilde House PapercoreThe Berry Collective was selected as the official New York City partner for the Wilde House Paper Coffee Club — a global pop-up series of thoughtful conversations over coffee. Berry hosted the sold-out NYC edition at Rhythm Zero in Brooklyn. This partnership positions Berry as the exclusive NYC partner for Wilde House Paper's global community events.
- WTHNcoreWTHN served as venue and wellness partner for 'The Long Game' — an intimate skin longevity event co-hosted with Bare Concierge. WTHN provided its Mulberry Street (NYC) venue and hosted mini assessments and curated wellness experiences alongside Berry's programming.
- Bang & OlufsencoreBang & Olufsen partnered with The Berry Collective on 'The Berry Library, Vol. 01' — a book exchange event at their Soho space (121 Spring Street). Bang & Olufsen provided the physical venue and hosted a dedicated listening experience within the event. This partnership brings an audio/lifestyle brand into Berry's wellness programming.
- Bare ConciergecoreBare Concierge (founded by Michelle McFarland, FNP-C) co-hosted 'The Long Game' with The Berry Collective and WTHN. Bare Concierge provided clinical expertise, led a fireside conversation on skin longevity, and offered post-event one-on-one consultations to attendees. The event drove both brand awareness and service bookings for Bare Concierge.
- Rep CollectivesupportingRep Collective powered the fitness programming for Berry Athletic Club — a strength and conditioning event featuring signature gifting, activations, and beverages. Rep Collective provided the workout programming while Berry provided community audience and experiential hospitality.
- Beyond MiraclessupportingBeyond Miracles powered the first edition of Berry Coffee Club at Toby's Estate, providing the coffee experience for the morning gathering of community members.
- Wela MovessupportingWela Moves co-hosted 'Mind in Motion: An Evening with Rhone' alongside Berry and Rhone, contributing mindfulness and movement programming to the intimate 40-person event.
- Grata WellnesssupportingGrata Wellness provided guided meditation programming for the Mind in Motion evening event, helping attendees reset and refocus through mindfulness practice.
- Global HealingsupportingGlobal Healing led a conversation on practical wellness and stress management at the Mind in Motion event, offering real-world tools for navigating modern life pressures. Global Healing also provided gifting for attendees alongside other wellness brands.
- Haystack AcupuncturesupportingHaystack Acupuncture provided ear seeding treatments for guests at the Mind in Motion evening event, delivering a hands-on wellness experience as part of Berry's programming.
- ShiftwavesupportingShiftwave provided nervous system regulation experiences at the Mind in Motion evening event, offering attendees a tactile, technology-enabled wellness modality.
- WellUp CollectivesupportingWellUp Collective collaborated with The Berry Collective on a prior retreat iteration. Archival imagery from that collaboration is jointly owned and used on the current Be Well Retreat page. This is a past rather than current partnership.
- Rhythm ZerosupportingRhythm Zero (32 Kent Street, Brooklyn, NY) served as the venue for the Wilde House Paper Coffee Club NYC edition, hosted by The Berry Collective as the city's official partner.
- Toby's EstatesupportingToby's Estate served as the venue for the inaugural Berry Coffee Club, powered by Beyond Miracles.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
The Berry Collective competitors and assessment
Company assessmentOthers
- Mindbody: Mindbody is a wellness business management platform used by fitness studios, spas, and wellness experience providers for scheduling, ticketing, and member management. Comparable to Berry indirectly as a software and distribution layer that wellness experiences companies like Berry depend on, and as a potential scaling tool for community-driven wellness brands.
- Eventbrite (experiential wellness segment): Eventbrite is a ticketing platform enabling independent event producers (including wellness communities) to sell tickets online. Comparable to Berry indirectly as the underlying infrastructure Berry could leverage for ticketing, and as a marketplace where many similar small wellness communities transact with consumers.
Broad incumbents
- Goop: Goop is a wellness and lifestyle brand operating e-commerce, content, and large-scale wellness events and summits. Comparable to Berry through premium wellness positioning, brand activations, and community-driven content strategy, though at much greater scale and with proprietary retail and product lines.
- Well+Good: Well+Good is a wellness media platform that also produces wellness experiences, branded events, and a creator-led community. Comparable to Berry through its focus on wellness storytelling, community programming, and brand partnership activations, though with significantly larger audience scale and owned editorial channels.
Direct peers
- Wanderlust: Wanderlust is a multi-city wellness events and retreat brand producing yoga, meditation, and fitness festivals and destination retreats. Comparable to The Berry Collective as a curated wellness experiences company operating ticketed events and premium retreats, though at significantly larger scale and broader geographic reach.
- Sakara Life: Sakara Life is a wellness brand offering nutrition programs, retreats, and curated lifestyle experiences targeted at wellness-curious women. Comparable to Berry in its premium wellness positioning, retreat programming, and community-led brand storytelling model.
- Create & Cultivate: Create & Cultivate is a female-founded experiential events and media brand producing conferences, brand activations, and community gatherings. Comparable to Berry as a community-led, brand-sponsored experiential platform targeting aspirational consumers with curated in-person programming.
Emerging players
- Violet Grey: Violet Grey is a beauty and wellness platform combining curated content, e-commerce, and experiential programming (The Violet Files, brand activations). Comparable to Berry through its premium positioning, brand partnership model, and curated experiential marketing strategy in the beauty and wellness space.
- The Class: The Class is a wellness brand combining movement, music, and mindfulness in ticketed group sessions with a strong community ethos. Comparable to Berry as a curated wellness experiences company operating ticketed classes and community-driven programming for wellness-curious adults.
- Studio (StudioXYZ): Studio is a wellness experiences and content brand producing ticketed wellness events, retreats, and brand activations across major US cities. Comparable to Berry as a boutique wellness experiences company with multi-city operations, branded merchandise, and brand partnership-driven revenue model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Berry Collective social profiles
Digital presenceThe Berry Collective financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Berry Collective leadership team
Management profileNumber of profiles
Profiles1 record
The Berry Collective funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Berry Collective M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Berry Collective
What does The Berry Collective do?
The Berry Collective is a wellness events and creative consultancy that curates, produces, and executes wellness-driven events, experiences, and content for a community of wellness-curious consumers and brand clients. It sells ticketed events (sculpt classes, cold plunges, run clubs, coffee clubs, book exchanges, retreats), branded merchandise, brand activation partnerships, and creative consulting services to wellness, beauty, and lifestyle brands and corporate teams.
Is The Berry Collective a public or private company?
The Berry Collective is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Berry Collective founded?
The Berry Collective was founded in 2022. It employs 1 to 10 people.
How does The Berry Collective make money?
Four revenue lines are on record. Event Ticketing is the primary driver. The others are brand Partnerships & Activations, merchandise Sales and creative Consulting & Brand Strategy.
Who are The Berry Collective's main competitors?
Others on record are Mindbody and Eventbrite (experiential wellness segment). Broad incumbents are Goop and Well+Good. Direct peers are Wanderlust, Sakara Life and Create & Cultivate. Emerging players are Violet Grey, The Class and Studio (StudioXYZ).
Does The Berry Collective have an API?
No public API is recorded for The Berry Collective.
What industry is The Berry Collective in?
The Berry Collective's product category is Wellness Events & Experiences. Its primary akta.pro industry code is THAJALAI, Private Wellness & Retreat Experiences (Personalized Spa, Yoga, Healing). Its NAICS code is 71399 and its SIC code is 7900.