CEO of Barry's, Joey Gonzalez, shares his journey from a client to CEO, discussing community importance, pandemic effects on fitness industry, ambitious growth plans, and Barry's competitive edge. Also, explored are Barry's instructors' creative freedom, navigating industry challenges, global expansion strategies, and balancing co-CEO roles with family responsibilities.
Joey Gonzalez's career journey showcases the importance of embracing new opportunities and fostering community connections in achieving success.
Barry's Bootcamp's success is attributed to its emphasis on hiring charismatic, caring, and intelligent instructors who serve as entertainers to drive growth and competitiveness in the fitness market.
Strategic expansion into diverse markets, offering ancillary services, and maintaining a premium brand perception are crucial strategies for Barry's Bootcamp's continued global growth and success.
Deep dives
Founding of Barry's Bootcamp and Joey's Transition to Fitness Career
Joey Gonzalez shares his journey from starting as a child actor to pursuing a career in fitness. Transitioning from a successful acting career in Chicago and USC studies in acting and cinema, Joey found himself at a crossroads in LA lacking the same purpose and community he experienced in the theater. Discovering Barry's Bootcamp and embracing fitness, Joey's passion for teaching fitness classes grew, leading him to become an instructor and later, the CEO of Barry's Bootcamp.
Barry's Bootcamp Instructor Selection Process
Barry's Bootcamp's success hinges on its talented instructors who are more than just fitness trainers; they are entertainers. Joey explains their rigorous selection process, emphasizing qualities like charisma, intelligence, care, and fun. The commitment to hiring and training top fitness talents is highlighted as Barry's core competency, driving its longevity and growth in a competitive market.
Expanding Barry's Bootcamp Modalities and Market Strategy
Joey discusses the strategic expansion of Barry's Bootcamp into different markets and modalities like Barry's Lift and Barry's Ride. By focusing on growing in various types of markets, including urban, suburban, and secondary markets, Barry's aims to infill existing locations and introduce new fitness concepts. Maintaining a premium brand perception and targeting new customer segments like Generation Z are essential for future growth.
Challenges and Opportunities in Fitness Ancillary Revenue
Acknowledging the importance of ancillary revenue, Joey reflects on offerings like the Fuel Bar and apparel at Barry's Bootcamp. While these aspects contribute to revenue, they require ongoing investment and innovation. Joey shares insights on how these ancillary services enhance the overall Barry's brand experience, even if they don't yield the same margins as core fitness services.
Barry's Bootcamp Future Vision and Impact
Looking ahead, Joey envisions Barry's Bootcamp as a global brand with potential for over 1500 studios worldwide. Emphasizing quality over size, Joey aims to continue delivering unparalleled fitness experiences while exploring opportunities in new modalities and markets. The focus remains on being the best in the fitness industry, driven by innovation and a dedication to transforming lives worldwide.
On this Walker Webcast, Willy was joined by Joey Gonzalez, CEO of Barry’s, one of the hottest studios in the fitness industry. It should be no surprise that Joey has facilitated the company’s exponential growth as CEO, considering he curated his own career from the ground up – starting as a client at the studio before becoming the company’s CEO years later.
He and Willy discussed his career trajectory beginning as a child actor and eventually climbing the ranks at Barry’s, the importance of community, the effect that the pandemic had on Barry’s as well as the group fitness industry, the company’s ambitious development strategy, how Barry’s has been able to thrive in a highly competitive landscape, what we can expect from the company in the next 5-10 years, and so much more.
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