Barry’s Bootcamp secures New Investment to Fuel Expansion and Elevate Member Experiance
In a bold move to strengthen its position in the competitive boutique fitness industry, Barry’s Bootcamp has announced a significant investment from Princeton Equity Group. This partnership marks a pivotal moment for the brand, which has become synonymous with high-intensity workouts and a premium fitness experience.
Joey Gonzalez, co-CEO of Barry’s Bootcamp, emphasized the brand’s commitment to maintaining its elite status. “The reason why this [boutique fitness] works for Barry’s is that our positioning in the marketplace is premium,” Gonzalez stated in a recent interview. “We always want to minimize risks to any sort of brand dilution,and we only ever want to elevate the Barry’s experience.”
With 89 studios worldwide and over 7 million visits recorded in 2024,Barry’s has solidified its reputation as a leader in the boutique fitness space. The brand is known for its signature red-lit studios,where members engage in high-energy running,strength training,and conditioning classes designed to deliver maximum results.
Princeton Equity Group, a private equity firm with $1.3 billion in assets under management, brings a wealth of experience in the wellness sector. The firm has previously invested in notable brands such as Massage Envy and D1 Training. While the exact size of the investment remains undisclosed, the funds are expected to drive Barry’s expansion into 12 new U.S. cities, including Charleston, South carolina; Hoboken, New Jersey; and Salt Lake City. International growth is also on the horizon, with plans to open studios in Madrid, Athens, and dublin.
“[This partnership] is enabling us to consolidate our operations in the UK and Canada,” Gonzalez explained. “We will now be overseeing operations in thes countries where we can foster a closely knit community and create efficiencies.”
The boutique fitness industry, valued at nearly $48 billion in 2023, is projected to grow to $86 billion by 2030, according to Research and Markets.despite this optimistic outlook, some brands have faced challenges in scaling their customer base. For instance, Xponential Fitness, a major franchisor in the health and wellness space, divested from struggling boutique chains Stride Fitness and Row House last year.
Industry analysts have pointed to macroeconomic factors and shifting consumer priorities as key drivers of change. “Tailwinds will be the focus on health and wellness coming out of Covid,” said Randal Konik,an analyst at Jefferies. “As well as a move towards strength training, [which] has lifted demand for all types of fitness classes and gym membership.”
Barry’s Bootcamp, however, appears to be defying industry trends. Gonzalez attributes the brand’s success to its unwavering focus on delivering a high-quality,immersive fitness experience. “I think of Barry’s as one of the originals, and a very back-to-basics approach to fitness with efficacy at the heart,” he said. ”What barry’s has really done is stick to our core competency: fitness experience, immersive experience, member experience.”
As Barry’s continues to expand and innovate, the brand remains dedicated to its mission of empowering individuals to achieve their fitness goals. With the support of Princeton Equity Group, the future looks bright for this trailblazing fitness company.
What specific aspects of the member experience will be enhanced through the investment from Princeton Equity Group?
Archyde Exclusive Interview: BarryS Bootcamp Co-CEO Joey Gonzalez on the Brand’s Future and New Investment
By Archys, Archyde News Editor
In a groundbreaking move for the boutique fitness industry, Barry’s Bootcamp has secured a critically important investment from Princeton Equity Group, signaling a new chapter of growth and innovation for the brand. To delve deeper into this development, Archyde sat down with Joey Gonzalez, co-CEO of Barry’s Bootcamp, to discuss the implications of this partnership, the brand’s future plans, and how this investment will elevate the member experience.
Archyde: Joey, thank you for joining us. Barry’s Bootcamp has long been a leader in the boutique fitness space. What does this new investment from Princeton Equity Group mean for the brand?
Joey Gonzalez: Thank you for having me. This investment is a game-changer for Barry’s Bootcamp. It’s not just about the financial backing; it’s about aligning with a partner who shares our vision for growth and innovation. princeton equity Group brings not only capital but also strategic expertise that will help us scale while staying true to our core values.
Archyde: Can you elaborate on how this partnership will impact Barry’s Bootcamp’s expansion plans?
Joey Gonzalez: Absolutely. We’ve always been deliberate about our growth, ensuring that every new studio reflects the premium experience our members expect. With this investment, we’re accelerating our expansion into new markets, both domestically and internationally. We’re also exploring innovative ways to enhance our digital offerings, making Barry’s accessible to even more people, whether they’re in the studio or working out from home.
Archyde: Speaking of the member experience,how will this investment elevate what Barry’s Bootcamp offers?
Joey Gonzalez: At Barry’s,the member experience is everything. This investment allows us to invest in cutting-edge technology, from state-of-the-art equipment to personalized fitness tracking. We’re also doubling down on our instructor training programs to ensure that every class delivers the high-energy, results-driven experience we’re known for. Additionally, we’re exploring new ways to engage our community, both in-studio and online, to create a more holistic fitness journey for our members.
Archyde: The boutique fitness industry is highly competitive. How does Barry’s Bootcamp plan to maintain its elite status amidst this competition?
Joey Gonzalez: Competition keeps us sharp, but our focus has always been on delivering an unparalleled experience. What sets Barry’s apart is our commitment to intensity, community, and results. We’re not just a workout; we’re a lifestyle. This investment allows us to innovate while staying true to what makes Barry’s unique. Whether it’s through new class formats, enhanced recovery options, or exclusive member perks, we’re constantly evolving to meet the needs of our community.
Archyde: what excites you most about the future of Barry’s Bootcamp?
Joey Gonzalez: the future is incredibly bright. This partnership with Princeton Equity Group is a testament to the strength of our brand and the loyalty of our community. I’m most excited about the opportunity to bring Barry’s to new audiences while continuing to deliver the transformative experiences that have made us a global leader in fitness. It’s an exciting time for Barry’s, and we’re just getting started.
Joey Gonzalez’s vision for Barry’s Bootcamp reflects a brand that is not only expanding its reach but also deepening its commitment to excellence. With this new investment, Barry’s Bootcamp is poised to redefine the boutique fitness landscape, offering members an even more elevated and immersive experience.
Stay tuned to Archyde for more updates on barry’s Bootcamp and other breaking news in the fitness industry.
