LONDON, United Kingdom — International Fitness brand Barry’s Bootcamp is headed to Manchester, as the city continues to attract wellness propositions catering to health-conscious consumers outside of the London ‘bubble’.
Set to open this November, the outpost will be part of a new cluster known as ‘Enterprise City’ which has been purpose-built for the creative, media and tech industries. As with all of its other locations, the new studio will feature the brand’s trademark red lighting and nightclub spec sound system, 5* amenities, athleisure and retail partnerships, as well as its in-house Fuel Bar.
Speaking about the move, Sandy Macaskill, co-owner of Barry’s Bootcamp UK, explained: “We’re massively excited to be bringing Barry’s here to Manchester. This city is a byword for strength of spirit and charter, gritty determination and community togetherness. These are just the kind of traits we see in our Barry’s clients around the world, so we really couldn’t think of a better place than Manchester to grow our family.”
According to Macaskill, expansion to Manchester has been on the cards for a while, with the brand taking its time to secure the right property. Having been careful to execute a long-term expansion strategy since launching into the UK in 2013, the operator which now runs four sites in London continues to find its classes waitlisted into the double digits — a feat it hopes to replicate outside of the capital.
Like Barry’s, an increasing number of wellness brands are also starting to recognise the commercial opportunities that exist in cities like Manchester. Earlier this month Pret A Manger announced the launch of its first ever vegetarian store in the city, following hundreds of customer requests asking for Veggie Prets outside of London. Non-invasive facial massage brand FaceGym has also expanded to the city, with a recently opened outpost in Selfridges, while F45 and lululemon are both said to be gearing up to launch in the region. And with London’s wellness market becoming increasingly competitive, for brands looking to expand, it makes sense to look to regional areas to continue scaling concepts.
For Barry’s however, it’s not taking its eyes off London quite yet — a fifth London studio, Barry’s Canary Wharf, is scheduled to open later this Winter at Crossrail Place. And despite the exponential explosion of competitors in the boutique fitness category, 20 years on its position as one of the leaders in the space doesn’t seem to be waning, especially if its sustained cult-like following is anything to go by.