Bringing people together has always been part of our DNA—whether through events, campaigns, brand activations, or public relations. In all our projects, our goal is always to transform individual measures into inspiring encounters and touchpoints.
This makes the question of why community is regaining such importance today, the role sport plays in this, and why pure performance is moving into the background all the more exciting.
We are exploring exactly this by speaking with Jessica Schirmak from Salomon and Julia Röthlisberger from BARRY’S, both part of our Compresso network. Both share the conviction that sport is about much more than just performance. In this interview, they explain why communities are playing an increasingly important role today, what fascinates people about shared experiences, and how, from their perspective, brands can create genuine encounters. We hope you enjoy these exciting insights.
Why does “community” work so effectively in sports specifically?
Jessica “Jessie” Schirmak (Salomon): Exercising together creates a bond. You experience challenges, successes, and special moments together, creating memories that last. In an age where so much happens digitally and in front of screens, the need for real-life encounters is growing ever stronger.
Julia Roethlisberger (BARRY’S Switzerland): Sport creates connections because it brings people together in a very authentic moment. At BARRY’S, CEOs stand alongside students, and beginners alongside long-time BARRY’S fans. For sixty minutes, everyone pursues the same goal. These shared experiences often create stronger relationships than traditional networking events or social media.
How does a real, loyal community emerge from individual training sessions?
Jessie: A community emerges when the training itself is not the sole focus. In our Gravel Running movement, it is not about chasing personal bests. The focus is clearly on togetherness—on the shared experience, personal exchange, and the joy of seeing one another regularly.
What are you currently observing in the field of community workouts and social fitness?
Julia: We are seeing a clear shift: fitness is increasingly becoming a social experience. People are not just looking for a workout, but for community, motivation, and genuine encounters. The line between going out and working out is becoming increasingly blurred. People used to go out to clubs; today, they go to BARRY’S together. Especially in a digital world, personal experiences are regaining importance. And that is what BARRY’S has stood for for over 28 years.
What makes BARRY’S more than just a good workout?
Julia: You can get a good workout in many places. What makes BARRY’S special is the combination of intensity, atmosphere, and community. People come to us to push their limits, but they stay because they feel part of a community. It is a place where you become stronger together—both physically and mentally.
Why does Salomon focus on the community concept for Gravel Running?
Jessie: From our perspective, Gravel Running exists to recharge social batteries, spend time in nature, and do something good for both body and mind at the same time. It is less about high-performance training and more about good conversations, making new acquaintances, and the feeling of being on the move together. The idea behind Gravel Running fits this perfectly: it can take place on any surface and cannot be pigeonholed. Whether it is asphalt, forest paths, gravel roads, or trails—whatever is fun is allowed. This openness makes Gravel Running particularly accessible and creates space for individual experiences that can be shared together.
What can brands or companies learn from successful sports communities?
Jessie: Successful communities are based on authenticity, trust, and regular encounters. People do not come for a brand, but for the community. That is exactly why run clubs and other sports communities have become interesting for companies. They offer the opportunity to make products and brands tangible in a natural way, for example through testing opportunities in a familiar environment. The crucial factor is that the community always comes first.
Julia: The strongest communities emerge when people experience something together. In sport, these are shared goals, emotions, and successes. For brands, this means: those who create genuine connections instead of just sending messages will not only be purchased but experienced and recommended.
For Jessica Schirmak—or simply “Jessie”—there is hardly anything better than spending time outdoors in nature. Raised in the Sauerland region, her enthusiasm for mountains and movement led her from Cologne to Switzerland after studying Media and Event Management. She stayed, among other reasons, because of the mountains and her passion for outdoor sports. This passion eventually led her to Trade Marketing at Salomon. Whether on trails, in the snow, or on the water: Jessie loves being out on the boards that define her sporting world and getting people moving through shared experiences.
Julia Röthlisberger has turned her great passion into her profession. Originally from the advertising and marketing industry, the Zurich native worked for renowned agencies in Switzerland and Copenhagen. It was there that things clicked: she fell in love with the BARRY’S concept and the iconic “Red Room” fitness setting. What began as a workout became a mission: Julia was convinced that BARRY’S belonged in Switzerland too. No sooner said than done. Today, thanks to her, the cult boutique gym from West Hollywood has long since found its community in Zurich.
