Barry’s Debuts in Spain, Expands Cycling Concept

Barry's

The world is just getting to know Barry’s.

What’s happening: The LA-born HIIT concept will enter Spain with a Barcelona studio expected in April.

Known for its 50-minute workouts split between cardio and strength training, Barry’s counts 84 studios in 14 countries.

Seeing red. With 140K members attending at least once per week pre-pandemic, Barry’s was poised for hypergrowth. Instead, it was forced to postpone plans and lay off a two-thirds of its workforce amid closures.

Since, the 25-year-old brand has returned to form, with revenue and club traffic each up ~33% in 2023. Back in expansion mode, it’s seeking to double its studios in five years.

  • Barry’s signed a three-unit deal in Israel last year, with Bahrain and Egypt in development.
  • It plans to open three studios in the LA area through H1’24.
  • The brand is evaluating locations in Latin America, South Korea and Japan.

New look, same vibe. Barry’s is a physically demanding workout, lauded for its effectiveness – with 20% of clients taking three or more classes per week.

But its memberbase skews younger – the majority 28–45 years old. Thinking long-term, the brand is getting more holistic with recovery-centric partnerships with WHOOP and Therabody.

And, doubling down on the rise of hybrid conditioning, Barry’s is opening its second RIDE x LIFT cycling studio this February at its relaunched West Hollywood flagship – with plans to introduce the concept globally by year’s end.

Punchline: Clear competitors Orangetheory Fitness and TRIB3 are ahead in Europe. But with a cult-like following and reputation for delivering results, Barry’s will aggressively stake its claim.