With plans to double its global footprint in the next four years, Barryâsâthe original boutique fitness brandâis showing no signs of slowing down. From cult favourite to global phenomenon, the brand now boasts 92 studios across 16 countries and four continents. As Barryâs enters its next era, Nedâs Club caught up with Executive Chairman Joey Gonzalez to talk red rooms, risk-taking, and the unexpected power of community.
Joey Gonzalez
You joined Barryâs 21 years ago. Back then, it was still in its early days?
At the time, I was transitioning out of an acting career. Iâd been performing since I was 13âmusicals, TV, film, mostly in Chicago. Then I moved to LA to study at UCLA and figure out what was next. Iâd just discovered fitness in my own life when I found Barryâs. From the first few classes, I was hooked. There was something electric about itâthe energy, the community, the results. Six months in, Barry (the founder) asked me to teach. It felt like a perfect fit. Thereâs a real performance aspect to being an instructorâmusicality, presence, connection. It clicked immediately. Within a week of teaching, I knew this is what I wanted to do for the rest of my life.
And from that moment in the studio, you eventually led the company to global scale. Was that part of the original vision?
Not at all. Iâve never been title-drivenâI was just really committed to the brand and its mission. Barry and the founding team had created something special, but they hadnât imagined it growing beyond LA. I kept asking, can we open more?, but there was a fear it wouldnât translate outside of that local community. Barryâs was the very first boutique fitness studio. There was no blueprint.
In 2009, you took a leapâinvesting your own money to open in San Diego. Then, New York?
Yes, and New York was a much bigger risk. The capital expenditure was four to five times higher than anything weâd done before. I used every dollar Iâd saved from acting, leveraged my house, and moved across the country. No one in New York had heard of Barryâs. We were starting from scratch. But we opened in Chelsea, and the first weekend was sold out with waitlists. It was immediate. That was the moment we knew: this could be something bigger.
Was that the beginning of the Barryâs blueprint?
Exactly. Behind the scenes, I was working on systems, manuals, and eventually the franchise company. When we had our first private equity investment in 2015, I became CEO. Most recently, Iâve stepped into the Executive Chairman role, which allows me to be even more connected to the people and the experience that started it all.
For those who havenât experienced it, Barryâs is unlike anything elseâequal parts bootcamp, nightclub, and endorphin-fuelled therapy session. What makes it so unique?
Itâs definitely a vibe! Iâve heard it called everythingâfrom a cult to a party. For me, itâs fun. Itâs energising. Itâs a place where like-minded people come together. Thereâs this powerful mix of intensity and connection. Thatâs what makes it feel so alive.
92 locations, 14 countriesâwhatâs at the core of Barryâs, no matter where you are in the world?
Weâre deeply mission- and values-driven. Our mission is to transform lives worldwide. Thatâs the through line in everything we do. Whether itâs Los Angeles or Riyadh, we build community. That word gets thrown around a lot, but for us, itâs always been authentic. We didnât bolt on a strategy to âbuild communityââwe started with it. From day one, it was about the people. We just figured out how to scale what already existed organically.
Any surprises along the way?
Plenty. I always believed in the brand, but I couldnât have predicted how powerfully it would resonate in places that felt so culturally different to the U.S.âlike the Middle East. Thatâs been the most rewarding surprise: seeing how inclusivity, connection, and community can translate globally.
Do you book into a Barryâs class when you land somewhere new?
I try to! Itâs the best way to reset your circadian rhythm and get your energy aligned in a new time zone. A red room sweat session will do that.
Kim Kardashian, David Beckham, Harry Styles⊠Barryâs has a long list of famous fans. How much has celebrity helped fuel the buzz?
Weâve been incredibly lucky. Until five or six years ago, we werenât even courting celebritiesâit was all organic. Weâve never paid for endorsements. Even now, our influencer programme is trade-based. Weâll gift a pack of classes and in return, theyâll share their experience. That authenticity really matters.
Rumour has it Barryâs is also a pretty great place to meet someoneâŠ
Letâs just say, weâve had no shortage of Barryâs weddings over the years! As for a dating appâIâm not sure we need one.
What about a documentary?
Weâve had plenty of offers, just not the right one.
The pandemic was a turning point for so many brands. How did Barryâs adapt?
We took the opportunity to reinvent. We launched two dozen outdoor studios globally and built our online platform, Barryâs X. It was all about maintaining connection. Clients were telling us, we need Barryâs now more than ever. That reaffirmed the power of what weâd built. We didnât wait for it to passâwe leaned in.
What keeps you motivated after two decades?
The people. Always. I recently taught a class in the Hamptons and afterwards, a young woman shared her story with me. She burst into tears. And thatâs not uncommon. It could be someone navigating divorce, grief, chronic illnessâor someone who never imagined theyâd lose 50 pounds. That one hour gives them hope, relief, joy. I had that experience, too. Barryâs changed my life. And when your work feels like it has purposeâwhen it genuinely helps peopleâitâs very easy to stay inspired.
How do you stay ahead of fitness trends without compromising what Barryâs stands for?
Trends come and go. But whatâs always worked is the efficacy of our workout. Barryâs is 50% strength, 50% cardio. Itâs results-driven. We might tweak the curriculum every few years, but that core balance remains. It works. Thatâs why people keep coming back.
Finally, with 92 studios and countingâwhatâs next?
Weâre aiming to double our global footprint in the next four yearsâadding 60 more studios in the U.S. and 20 globally. But this next chapter is deeply personal for me. I want to spend more time back in the fieldâlistening, learning, staying connected to the real heartbeat of Barryâs: our clients and our studio teams. Iâll still partner with leadership on vision and strategy, but nothing replaces the red room. Thatâs where I started, and thatâs where the magic still happens.
Barryâs is opening soon in Navy Yard, Washington D.C. and New Yorkâs Financial District.
For more, visit barrys.com
Follow Joey at @joeygonzalez