Sashalee Pallagi has tried a lot of different ways to stay fit, but she keeps coming back for Barry’s Bootcamp.
(SOUNDBITE) SASHALEE PILLAGE, BARRY’S BOOTCAMP CLASS PARTICIPANT (ENGLISH) SAYING:
“Barry’s is just so much of a better workout, I think, than I can do on my own. If I go to the gym, I end up on my phone, texting, sitting on Instagram, and here they really push you, and it’s fun, and it goes by so quickly.”
With red lighting and loud music, Barry’s Bootcamp looks – and feels – more like a nightclub than a gym. But that’s just a scenery for a high intensity cardio and strength interval workout. The company says, about 40,000 participants show up for it each week in its current 33 locations.
Add to that three new studios opening in the United States – in DC, Dallas, and Atlanta – and another three abroad, in Milan, Stockholm, and Toronto.
In New York, members pay $36 per class.
Barry’s Bootcamp CEO, Joey Gonzalez:
(SOUNDBITE) JOEY GONZALEZ, CEO, BARRY’S BOOTCAMP (ENGLISH) SAYING:
“Barry’s has been around since 1998, so we’ve been around for two decades, and within that time we’ve built really amazing community, global community, in a very organic way. Our brand has always been bigger than our business, and, so, this expansion is really just about getting the business as big as the brand.”
Shepherd Laughlin, director of trend forecasting at a research firm J. Walter Thompson Worldwide:
(SOUNDBITE) SHEPHERD LAUGHLIN, DIRECTOR OF TREND FORECASTING, J. WALTER THOMPSON WORLDWIDE, (English) SAYING:
“Boutique fitness in general – Barry’s was one of the very first companies to do this way back in the late 1990s – and here in New York, it’s been growing phenomenally since 2012 or 2013, with things like Crossfit and Soul Cycle. Now the rest of the world really looks to the United States – to LA, to New York – for fitness trends, right? One of the places that Barry’s is expanding is in Stockholm. So, in Scandinavia for example, people go to gyms, there is a very high participation rate of gym membership there in Scandinavia, but boutique fitness is pretty new there. So, we think that for all these reasons, once they go in there, they are very likely to succeed. Now, they will probably have some competition, because there are a lot of brands competing in this space for boutique fitness. I mentioned Soul Cycle, there’s a lot more. So, they’re going to have to really lean in on being the first in this space, their experience, they know what works, they’ve got great talent, I’m assuming. So, they’ll definitely be trading on that as they expand globally.”
The Global Wellness Institute estimates the worldwide wellness industry grew to almost $4 trillion between 2013 and 2015. And it’s not showing any signs of slowing.