Barry’s Pivots to Co-CEO Model Amid Global Expansion
Longtime Barry’s exec Jonathan (JJ) Gantt will form a “left brain/right brain” partnership with Joey Gonzalez
Barry’s has promoted Jonathan (JJ) Gantt to co-CEO to serve alongside Joey Gonzalez as the popular boutique fitness brand eyes domestic and international growth.
Gonzalez and Gantt will work collaboratively on strategic initiatives to drive growth. Gantt has been at Barry’s since 2018, first as chief financial officer and later as president. Barry’s characterizes the pair as a true “left brain/right brain” partnership, each leaning into their functions and departments of expertise
“Over the past 6 years, JJ has been my partner through tremendous growth and through the survival of a global pandemic,” Gonzalez said. “Together, we invested in the systems and infrastructure to prepare us to emerge stronger than ever. I’m beyond excited to formalize this partnership with his new Co-CEO role and to continue professionalizing the business, while maintaining its entrepreneurial spirit and brand equity.”
Before joining the Barry’s corporate team in 2018, Gantt was first introduced to the HIIT brand as a client.
“Nearly a decade ago, I walked into the Barry’s Chelsea studio looking for the Best Workout in the World. Not only did I find what I was searching for, I also found a global fitness community that inspires me every day,” Gantt said. “I am incredibly excited to continue to partner with Joey and the entire Barry’s team in the pursuit of our vision to transform lives worldwide. See you in the Red Room!”
Barry’s also had a recent executive departure: Jenna Hauca, Barry’s vice president of digital, left the brand to take the chief marketing officer role at CrossFit. Hauca spent more than five years at Barry’s, where she led global marketing, and formerly worked at Generator Media + Analytics in New York.
Domestic & International Expansion
Barry’s has been focusing on expansion. At the beginning of this year, the company operated 84 studios across 14 countries and recently announced additional studio locations in Israel, Bahrain, Barcelona, and Egypt. It’s also developing new territories in the Middle East, including the UAE, which has three operating studios, Qatar, Kuwait and Lebanon.
In an interview with Athletech News last year, Gonzalez stated that he believed Barry’s could quadruple its current studio footprint in the U.S. before 2030, which would put it at around 200 domestic studios.
That expansion includes areas like Scottsdale, Arizona, which is likely indicative of Barry’s plans to branch out and open more studios outside of major U.S. markets.
Partnering With Top Brands
Barry’s has also been focusing its efforts on new partnerships. Starting this week, Barry’s and Oatly partnered to bring the beverage brand’s Unsweetened Oatmilk to Fuel Bar menus in Barry’s studios nationwide.
The oatmilk will be featured in a post-workout shake on Fuel Bar menus, called “That Shake with Oatly In It.” Barry’s members are invited to join weekly themed Oatly classes at all U.S. studios on Monday, March 25th, where they will be rewarded with a complimentary post-class smoothie. The partnership began on Monday, March 18, and runs until April 22.
The brand also recently added Ouai Haircare as its newest wellness partner. Ouai’s hair and body products are available in Barry’s locker rooms nationwide. This past fall, the fitness company partnered with Factor, a prepared meal delivery service, and Therabody to feature its recovery products in all U.S. fitness studios.