HawkeTalk 143. Joey Gonzalez: CEO of Barry’s & Architect of a Global Fitness Phenomenon
What happens when a theater-loving kid from suburban Chicago finds his true calling not on stage, but on a treadmill?
In this episode, I sat down with Joey Gonzalez, Global CEO of Barry’s and one of the boldest voices in boutique fitness. His journey is wild—in the best way possible. From being the least athletic kid in a super-fit immigrant family to leading a global fitness empire, Joey’s story is all about identity, resilience, and betting on yourself.
Growing up in the suburbs of Chicago, Joey was surrounded by sports-obsessed siblings and marathon-running parents. From secretly dreaming of the stage while eating pizza and watching TV to landing a lead role in a Chicago musical at 13, which led to a decade in film and TV. However, burnout prompted him to try Barry's workout on a whim, resulting in a significant transformation. He evolved from a client to a trainer, then General Manager, and eventually, the owner. Despite having no prior experience in operations or fitness leadership, Joey taught himself everything and worked his way into ownership.
We talk about everything: stepping into your power, learning to scale a brand from two studios to 90 worldwide, what makes a great leader (hint: it’s not a title), and why he believes the most successful people don’t let fear sit in the driver’s seat. If you’re navigating a pivot, chasing purpose, or just trying to figure out your next big move… this episode is 100% for you.
In this episode:
- (0:00) Replacing fear with focus
- (1:00) Growing up Latino and artistic in suburban Chicago
- (3:26) The audition that changed everything
- (10:30) Burnout, USC, and searching for what’s next
- (12:37) His first Barry’s class—and how it hooked him
- (14:01) Becoming a trainer and finding purpose
- (15:06) The early vision to transform lives
- (16:19) Climbing from GM to business leader
- (24:32) Building the Barry’s blueprint in NYC
- (31:53) Scaling to 90+ locations and counting
- (34:47) The mindset shift that changed everything
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About Our Guest
Joey Gonzalez is the Global CEO of Barry’s, the original high-intensity interval training workout that’s built a worldwide cult following. From sweeping floors to building out franchises and raising private equity, Joey has lived every chapter of Barry's story. A former actor and USC theater grad, he’s blended performance, passion, and persistence to scale one of the most recognized fitness brands in the world. He now lives in New York and leads Barry’s into its next era of growth.
Joey Gonzalez
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