Joey Gonzalez, CEO of Barry’s, said he used to hate working out in group settings.
Living in Los Angeles in 2004, Gonzalez found his way into the workout studio and fell in love with it. Barry's -- formerly Barry's Bootcamp until 2015 -- first began in Los Angeles in 1998 under Barry Jay. At the time, Barry's had a military boot camp theme with camouflage decorations and dog tags for clients. But over time, the fitness brand has shed that image in favor of a broader and more high-end aesthetic, including its well-known red lighting. The cult favorite workout studio now celebrates its 25th anniversary, building a solid following of devotees along the way. To date, Barry’s has 84 studios across 14 countries, with six locations in the U.S. It plans to soon expand into Israel, Spain, Bahrain and Egypt.
“There are mirrors all around the room [at Barry's]. And that is intended so that you can watch your form and have your eyes on yourself,” said Gonzalez. “It's very much you versus you. It can be competitive [between people], but for the most part, people are there to connect with themselves.”
Over the past 25 years, Barry’s has been able to withstand the fitness fads and Covid-19 impacts to emerge more resilient than ever. Today, Barry’s is once again profitable, surpassing $100 million in revenue in 2022, according to the company. It expects a 40% year-over-year increase in 2023.
In the wake of the Covid-19 outbreak in 2020, fitness companies suffered. Gonzalez said that, as of the first quarter of 2023, Barry’s revenue is 99% back to where it was just before the pandemic. During this period, Barry’s debuted its virtual workout series called Barry’s X. Additional class forms include Barry’s original HIIT workout consisting of 50% treadmill running and 50% weightlifting, and Barry’s x Ride, which replaced running with stationary bicycling. There is also Barry’s x Lift and Barry’s x Release, which are strength training and recovery classes.
Gonzalez spoke with Glossy about how he went from client to CEO, what exercise habits around the world are like, and why when the doors open to the red room, you’re home.