The past year has tested the strength of the fitness industry, which lost more than 480,000 jobs due to the pandemic. Gyms are closing, and fitness pros (#PROFACES) are struggling.

In tandem with its new Super Bowl ad that salutes these fierce #PROFACEs, Oikos Pro, a brand of White Plains, N.Y.- and Broomfield, Colo.-based Danone North America, said it is launching Oikos Pro for Pros. The grant program aims to help give independent fitness businesses and trainers the support and strength they need.

The new grant program was inspired by the brand's latest product cultured dairy innovation, Oikos Pro, which contains 20 grams of high-quality protein per 5.3-ounce serving, and its Super Bowl debut in the new #PROFACE ad. The ad features Oikos spokespersons Saquon Barkley, JuJu Smith-Schuster, Jalen Hurts, Darius Poulk, AJ Brown and other titans of strength, including New York-based fitness trainers Angela Gargano and Nina Saunders, making their most epic #PROFACES as they push their limits in the gym. #PROFACE will air on Sunday, Feb. 7, during the CBS Super Bowl pre-game show and livestream, in addition to at, Oikos said.

"We're excited to debut Oikos Pro, our new collection of protein-packed products, at the Super Bowl with a new ad that demonstrates our support of the fitness community and those pros who dedicate their time and energy to keeping us strong," said Surbhi Martin, vice president, marketing, Danone North America. "Fitness professionals are one of the many groups in need of our support right now, and we wanted to ensure they get the helping hand they deserve. That is why we're proud to introduce Oikos Pro for Pros, our new grant program and commitment to strengthening the independent businesses and trainers that keep us, and our #PROFACEs, strong in these challenging times."

Through Oikos Pro for Pros, Oikos said it is giving away 100% of February profits from the sale of Oikos Pro, with a minimum donation of $100,000, “to strengthen those who strengthen us.” The program will give 100 trainers and independent gym operators the chance to receive at least a $1,000 grant to help strengthen their fitness-focused businesses.

Between Feb. 1 and Feb. 28, fitness professionals and independent gym owners may apply for the chance to receive at least $1,000 by visiting They are invited to share how they have stayed strong and/or strengthened their community throughout the COVID-19 pandemic and a photo of their best #PROFACE, the brand said.

Oikos is encouraging fans to help spread the word about Oikos Pro for Pros by sharing their ugliest #PROFACE on social media, tagging their favorite trainer or local gym, and via the #PROFACE hashtag.