The Sun Club

Studio IX Collective × PoolBar London

The PoolBar Sun Club

A year of sport, sunshine and unforgettable connections.

Bringing PoolBar into the moments women come together through sport.

Explore the experiencesDiscuss the annual partnership
Her Fairway — PoolBar Sun Club ballroom lounge with SPF counter and putting challenge

The annual idea

One signature lounge. A whole season of reasons to return.

A single PoolBar Sun Club lounge travels the Studio IX Collective calendar, evolving for every sport it meets. Each appearance blends five familiar ingredients — reshaped for the event, the city and the crowd.

01

Product discovery

02

Shaded hospitality

03

Sport-specific challenges

04

Photo moments

05

Guest gifting

Recurring appearances build familiarity with PoolBar; each event still feels brand new.

Three featured experiences

Where the Sun Club shows up first.

Proposed activations — final settings and scope to be agreed together.

Her Fairway — PoolBar Sun Club ballroom lounge with SPF counter and putting challenge

During PGA Show week · Orlando

Her Fairway

The Sun Club

“Putt. Play. Reapply.”

What guests experience

  • A striped shade lounge to slow down between sessions
  • An SPF discovery counter to find their formula
  • A putting challenge with playful prizes
  • A relaxed, sun-drenched photo setting

How PoolBar participates

  • Hosts the discovery counter and product trial
  • Branded fans and caps as practical, take-home gifts
  • Brand presence across lounge, greens and seating

Potential content moments

  • The putt-and-reapply moment
  • Lounge portraits under the stripes
  • Creator walk-throughs of the counter
Her Touchdown — Sideline Sun Club with SPF bar, mirror and football target toss

During Super Bowl week · Los Angeles

Her Touchdown

Sideline Sun Club

“Sun smart. Game ready.”

What guests experience

  • A football target toss challenge
  • A mirror photo moment to share
  • Shaded sideline seating
  • Curated guest gifting to take home

How PoolBar participates

  • Product sampling throughout the lounge
  • Signature PoolBar gifting curation
  • Branded target, mirror and seating details

Potential content moments

  • Target toss reactions
  • Mirror selfies and group shots
  • Gifting unboxings
Her Track — PoolBar Pit Stop in Miami with refresh counter and reaction-light challenge

Proposed motorsport weeks · Miami → Montréal → Austin

Her Track

The PoolBar Pit Stop

“Refresh. Reapply. Rejoin.”

What guests experience

  • A reaction-light challenge
  • A refresh station to cool down
  • A product discovery counter
  • An oversized sunscreen photo prop

How PoolBar participates

  • The Pit Stop as a branded refresh moment
  • Discovery and sampling across three cities
  • Creator collaboration on site

Potential content moments

  • Reaction-light leaderboard moments
  • The giant-bottle photo prop
  • Creator content from each city

One partner, a year of possibilities

The full Studio IX slate.

Her Arena

Rodeo

Her Fairway

Golf

Her Touchdown

Football

Her Track

Motorsport

Her Court

Basketball

Her Pitch

Soccer

Studio IX at SEICON

Sports, entertainment & innovation

Her Court — PoolBar Courtside Club with product discovery and basketball challenge
Her Court · Courtside Club
Her Pitch — PoolBar Pitchside Sun Club with outdoor lounge and soccer challenge
Her Pitch · Pitchside Sun Club

Compact

A discovery counter for sampling and conversation.

Mid-scale

Counter plus a challenge and photo moment.

Full lounge

The complete Sun Club: shade, play, gifting and content.

The activation scales to each event — from a compact counter to a full lounge.

The annual partnership

What an annual partnership could include.

  • ☀Proposed sun care category positioning
  • ☀Recurring branded activation presence
  • ☀Sampling and curated gifting
  • ☀Agreed social and creator content
  • ☀Event photography and video capture
  • ☀Relevant website and event branding
  • ☀Guest hospitality
  • ☀Post-event reporting
Discuss the annual partnership

Measuring the experience

What we could track together.

Samples distributed
Guest interactions
Challenge participation
Consented sign-ups
QR visits & offer redemptions
Agreed content delivery & performance

Measures and targets to be agreed per event and shared in post-event reporting.

About Studio IX Collective

A collaboration between USA TODAY Studio IX, Osprey Collective and SEICON — connecting women and girls through sport, live experiences, storytelling and community.

See her. Back her. Become her.

Next steps

Let’s build PoolBar’s year in sport.

  1. 1Choose priority events
  2. 2Agree activation scale and objectives
  3. 3Confirm product, staffing and production needs
  4. 4Develop the annual investment proposal

Lydia Davies

Studio IX Collective

Start the conversation