What Makes Barry’s So Premium
If you’re into fitness, either as a gym-goer or a gym-owner, you’ve heard of Barry’s (previously known as Barry’s Bootcamp). As a Barry’s fan, and a fitness studio consultant, I have to give them props for their entire experience. From the ease of booking to the post-sweat-sesh shake, fitness and studio owners have a lot to learn from Barry’s. With more than 140,000 members across 70 locations and 14 countries, and a projected value of more than 700 million (Bloomberg), it’s time to take a closer look at this fitness franchise.
Created more than 20 years ago, Barry’s is a simple concept: HIIT and strength-training combined. But it’s the execution that really sets it apart. While other HIIT-type studios have a pre-programmed workout, Barry’s allows the trainers the ability to change things up. Clients don’t know exactly what they are going to get each day, which both their bodies and minds love.
6 Reasons Why Barry’s is Such a Success
1. The Booking Experience
There is no clunky boutique fitness software here. The process is seamless, intuitive and quick. When the “I should book a workout” thought comes to mind, it’s as simple as click and sign up. I have to admit, I’m a bit of a sucker for the “pick-a-spot feature” which allows me to feel in control of my upcoming experience and feel good about this seemingly high-tech transaction.
2. The Before-Class Experience
When you walk in, you’re immediately hit with the music and the vibe of the Barry’s experience. The people, the community, the ‘red room,’ all of it creats a very cohesive and fun atmosphere. The locker rooms are beautiful and clean, and the check-in process is simple and smooth. They even make sure to use a specific scent so that each time you walk in, you associate the scent with your previously arduous, yet rewarding, experience.
3. The Bonuses!
Yes, you could have a fitness class with an instructor and some equipment, but when you add in a cold water bottle-filling station, snacks, workout shakes (I love the Green Latifah), and towels for sopping up my sweat during my workout, you’ve got me sold. Plus they hand you a nice ice-cold towel afterward. Yes, please!
4. The After-Class Experience
This is the part so many fitness studios forget or skimp on. When you have a great locker room, with amazing products (Malin & Goetz? Oribe?) it makes the post-workout experience feel luxurious. And sometimes, it’s enough to get me to take the class to begin with just to have that post-workout shower, sans kids.
5. The Vibe!
It permeates through the walls. You’re not running into grumpy trainers or bored clients here. Even if you come in feeling tired or uninspired, you’ll quickly find yourself uplifted just by being here.
6. The Follow-Up
Get your clients involved on social media. For instance, reward them for sharing post-workout selfies on their Instagram feed or stories (Facebook counts too). A single post tagging your business can lead to a conversation between friends, new clients rolling in, and even new memberships.
Some Closing Thoughts
Barry's didn't become a $700 million brand by accident. Every touchpoint, from booking to the shower products, was built with intention. That's the real takeaway for studio owners: premium isn't about your price point, it's about whether every single interaction reinforces the experience you're promising. So ask yourself: where in your client journey are you leaving value on the table?
If you're ready to take a hard look at your studio's experience and build a strategy that turns first-timers into loyal members, schedule your free strategy call with our team. Or, see how we've helped studios like yours level up their operations in our case studies.
Telomere Consulting provides business consulting and marketing services to studio owners in the boutique fitness and yoga space. The Telomere team helps you navigate business strategy from conception to implementation. We provide end-to-end marketing support and would love to hear from you. Click here to book your free intro call. We want you to treat your business the way you treat your body – making the right choices now to optimize its potential for a long and healthy life. Visit us here to learn more.