Podcasts

From Boutique Bootcamp to Fitness Powerhouse with Joey Gonzalez, Global CEO of Barry’s

Nov 28, 2023
Feb 27, 2025
 • 
 min read

“I wanted to do something that I was great at and knew that if I found something I loved, I'd feel like I never worked a day in my life.”
— Joey Gonzalez

Embarking on a bold journey, Barry's has launched 84 studios in 14 countries, setting the stage for an even more ambitious goal: skyrocketing from 84  to 200 studios across the US by 2030. What could be seen as a daunting target represents a thrilling adventure for the brand's Global CEO, Joey Gonzalez. Under his leadership, Barry's has evolved from a "Bootcamp" into a globally recognized boutique fitness powerhouse. Today, Joey shares his approach to Barry's rapid growth on the latest episode of The Speed of Culture.

Joey is a highly experienced CEO with a strong passion for health and fitness. In 2014, Joey directed Barry's through a major rebranding, where "Bootcamp" was dropped from the name. Over the years, Barry’s has focused on becoming an all-inclusive fitness brand for everyone.

Tune into the latest episode or read the transcript below to learn about Barry's tremendous rise and global expansion.

  • From First-Time Attendee to Global CEO: Despite his initial hesitation and lack of experience, Joey's love for Barry's workouts ignited a passion that led him to take on the role of a trainer. He then ambitiously invested in successfully expanding the brand nationwide, especially in New York City, where the Barry's became a pioneering name in the boutique fitness market. Joey's story highlights an essential lesson: Don't wait for permission or guidance from others when pursuing your goals. Understand what you want, embrace the challenges, and take calculated risks to achieve success.
  • Post-COVID Fitness Trends: Consumers are returning to in-person fitness classes post-COVID, with attendance surpassing 2019 levels in many areas. Cardio-only studios have been more negatively affected as people have adapted to home setups for these workouts. However, HIIT workouts seem to have people bouncing back to classes. To succeed in the current fitness landscape, offer various classes that target multiple fitness areas simultaneously, use top equipment, and create an immersive environment that stands out from home workout options.
  • Maximizing Organic Growth: If you're a fitness brand, your primary marketing focus should be organic growth strategies, which have proven more effective than paid advertising. Incorporate a "Friends with Benefits" campaign, where existing clients can bring a friend to receive a free class to boost conversion rates significantly. Also, prioritize Instagram as the primary social media platform to reinforce your brand identity and engage more effectively with your audience.
See Suzy in Action
Book a Demo today
See Suzy in action. Learn how Suzy can boost your business.

Receive the most up-to-date resources and strategies

Thank you for subscribing!
Oops! Something went wrong while submitting the form.

Related resources

Podcasts
Code-free: Zapier CEO Wade Foster is rewriting the rules of automation in the Age of AI

In this episode of The Speed of Culture, Matt Britton talks with Wade Foster, CEO and Co-Founder of Zapier, about the rise of AI-driven automation, innovative strategies behind Zapier’s massive growth, and why empowering creativity with technology is reshaping the business landscape.

Technology
Speed of Culture
Apr 29, 2025
Apr 29, 2025
 • 
 min read
Podcasts
Nuts & bolts: ACE Hardware CMO Kim Lefko retools a 100-Year-Old brand

In this episode of The Speed of Culture, Matt Britton sits down with Kim Lefko, Chief Marketing Officer at ACE Hardware, to explore how the century-old brand is evolving through personalization, tech-powered loyalty, and a neighborhood-first mindset. Discover how ACE is driving growth with a new subscription model, boosting app engagement, and staying true to its brand values in an increasingly noisy marketplace.

Speed of Culture
Retail
Apr 10, 2025
Apr 10, 2025
 • 
 min read
Podcasts
Secret menu: CMO Ken Muench reveals how Taco Bell, KFC and Pizza Hut stay fresh

In this episode of The Speed of Culture, Ken Muench, Chief Marketing Officer at Yum!, dives into the strategy behind iconic brands like Taco Bell, KFC, and Pizza Hut. He discusses digital transformation, balancing automation with human connection, and building culturally resonant brands at scale.

Speed of Culture
Food & Beverage
Apr 8, 2025
Apr 10, 2025
 • 
 min read
View all