NEW YORK, United States — Barry’s Bootcamp is headed for global domination, with plans to launch in both Asia and Australia.
According to Well+Good, the renowned boutique fitness brand will open in Sydney this summer. Studios in Melbourne, Singapore and Hong Kong are also on the horizon.
“Australia has been one of the most requested markets,” CEO Joey Gonzalez, told the website. But with the local market already full of established operators, to ensure consumers are eager to visit, the fitness brand is doubling down on its overall experience.
According to Gonzalez, the plan is to create a next-level premium offering through high-end facilities, products and the brand’s famous fuel bar. In addition, one of its leading US instructors will take the reins to help recreate the brand’s strong sense of community.
“We never roll into a new international market with the mindset of, ‘This is how we do things,’” Gonzalez told Well+Good. “We’re super-sensitive to cultural differences and are always looking for ways to acclimate and relate to the people we’re serving.”
Meanwhile, in Singapore, Barry’s hopes to appeal to the large expat community, which Gonzalez argues is ready to experience the cult workout. As with Australia, fitness operators including F45 and Orangetheory already have a presence, but Gonzalez argues that premium level offerings like Barry’s don’t yet exist.
Globally, Barry’s currently operates 41 studios across the US, UK, Canada, Dubai, Italy, Sweden and Norway. The fitness phenomenon opened its fourth UK studio in London last month. Barry’s SW1, located in Belgravia accommodates classes of up to 53 clients and offers its tried, tested and much-loved experience.
Over the next two or three years, Gonzalez hopes to launch another two studios in the British capital, growing the brand’s presence in line with New York.