Barry’s, one of the pioneering boutique fitness brands and the force behind the global high-intensity interval training (HIIT) movement, has announced a strategic investment from Princeton Equity Group. This new partnership underscores Barry’s unique position in the fitness industry. Their blend of high-energy workouts and community-driven culture has made it an attractive target for private equity investment.
A Distinctive Fitness Concept with Global Reach
Founded in 1998, Barry’s has grown from a single studio in Los Angeles to an international lifestyle brand, now operating 89 studios in 15 countries. Known for its signature “Red Room,” Barry’s provides more than just a workout; it offers a fully immersive sensory experience with high-intensity cardio and strength training. The brand’s innovation extends beyond its workouts, incorporating a loyalty program, Fuel Bars, and retail offerings, which together create a holistic fitness experience.
This attention to detail and dedication to quality is at the heart of Barry’s appeal to investors. As Co-CEO Joey Gonzalez explains, “Barry’s is a brand that has consistently withstood the test of time, thanks to its unique, results-driven workout and an extraordinary community that has supported us over two decades.”
The investment from Princeton Equity Group follows the brand’s partnership with North Castle Partners in 2015, which fueled its growth. In 2024 alone, Barry’s studios welcomed over seven million visits, a testament to the enduring popularity of its unique fitness model. With fresh funding from Princeton, the brand is poised to expand further, focusing on key markets in the UK and Canada while scouting additional locations worldwide.
Why Barry’s Appeals to Private Equity
Private equity firms like Princeton Equity Group are drawn to Barry’s not only for its robust financial performance but also for its brand authenticity and community-driven ethos. Jim Waskovich, Managing Partner at Princeton, highlighted this in the press release, saying, “Barry’s has successfully combined world-class fitness with an incredible sense of belonging, and we are excited to support the team as they bring this experience to meet the demand of clients around the world.”
Barry’s strength lies in its ability to transcend fitness trends and cultivate a loyal following that spans borders. From the vibrant energy of its classes to the camaraderie fostered in its studios, the brand has built a global “Fit Fam” that resonates deeply with clients. This cultural impact, combined with the scalability of its franchise model, makes Barry’s a prime candidate for strategic growth through private equity investment.
Co-CEO JJ Gantt echoed this sentiment, emphasizing, “From our signature Red Room to our vibrant, supportive community, we want to make sure that every new studio we open feels like our first.” This commitment to preserving the core identity of Barry’s while expanding its footprint ensures that the brand remains true to its roots even as it grows.
A Bright Future for Barry’s and Its Global Community
With Princeton’s support, Barry’s plans to open dozens of new studios in the coming years, bringing its high-energy workouts and community-centered approach to more people worldwide.
Jack Nagle, Principal at Princeton, stated, “Barry’s unwavering commitment to quality, excellence, and its dedicated global community has set the brand apart in the fitness industry. We look forward to working with the Barry’s team to continue to build upon its legacy and support its continued growth and success worldwide.”
This partnership represents more than just financial growth; it reflects a shared vision to inspire individuals globally to transform their lives through fitness. By investing in Barry’s, Princeton is not only backing a successful business but also a movement that empowers people to push their limits, lead healthier lives, and connect through shared purpose.
As Barry’s continues to redefine boutique fitness, its commitment to innovation and community will remain central, ensuring its legacy as an international icon in an industry it helped transform.
