CEO Joey Gonzalez Leads Barry's Into The Future
WRITTEN BY MICHAEL SILVERMAN // BUSINESS & INNOVATION EDITOR
Michael Silverman: Joey, thanks so much for spending some time with me before you taught the first Barry’s class at the new Denver location! How did it feel to open the doors at the first grand opening since the pandemic began?
Joey Gonzalez: Of course! It was so great to meet you. It’s hard to describe the feeling. I’ve been doing this for so long, but I always get really excited and nervous for a new studio, especially one opening in a new environment affected by the pandemic. Within one hour of Denver classes being released, all classes for the weekend were sold out (with waitlists). It was then the fear and nervousness began to dissipate - giving me hope for what the path forward will look like and an even greater appreciation for our incredible community, instructors, and staff. The Denver community welcomed us with such open arms and for that, we are forever grateful.
MS: You started as a Barry’s instructor and then became a partner, and later the CEO, driving the global phenomenon so many people know and love today. How has your background as an instructor informed the way you think about leading the company?
JG: Our current digital product, Barry’s At Home is a meaningful part of our business today, and has been one of the most impactful innovations in the past 22 years. It not only gave us a way to continue to foster our global community, it also informed our strategy on the longer-term digital product we’re developing and launching this summer, called Barry’s X.
Barry’s X is the first of its kind. It’s a community-driven digital fitness experience that seamlessly integrates key touchpoints of the studio and the Red Room into a digital setting. It’s inclusive of both live and on-demand classes, available on a number of platforms including web and mobile apps. The major differentiator is the many-to-many experience which provides our community with the opportunity to see and be seen. What I mean by that is, clients will be able to turn their camera on during a live class, allowing the instructor to correct their form in real-time (just like they would in the Red Room) and also allowing members of the fitfam to support and hold each other accountable (as well as digitally fist bump and high five)!
Other notable features include enhanced client user profiles inclusive of photos, bios, etc. For the first time ever, clients will be able to connect with their friends (by sending friend requests) and view their schedules and stats as well as invite each other to class. They can also use this feature to connect with new people and forge new relationships that will likely extend beyond the virtual Red Room.
Barry’s X will feel like the closest thing to taking a class in the Red Room which is exactly what we felt was missing from the marketplace. It will also allow us to exercise our mission, to transform lives worldwide, on a much larger scale than ever before.
The Red Room
MS: You were ahead of the trend when it came to jumping into remote fitness classes for your clients once Covid-19 shut down studios. My wife and I streamed your first Instagram live when the pandemic began and we were so inspired by the energy you were able to build remotely. Now it sounds like the next big thing in store for Barry’s is launching a digital product. How will your new digital product differ from what your customers may have seen during quarantine or what they may see from other providers of digital fitness classes?
JG: COVID-19 has been one of the most disruptive experiences we’ve ever experienced but also one of the most transformative.
I’m so proud of what our team has been able to accomplish throughout the past year- working tirelessly to adapt to the unpredictable landscape and continue to serve our community and evolve our business (leveraging innovation, our core value, throughout). I always say, any decent leader acknowledges that they are only as great as their team, and the Barry’s team is the best of the best.
COVID instilled in me the fact that the only constant in life is change. And the only way to successfully navigate unexpected change is to remain focused on your mission, vision and values - using them as a compass to guide you through the most difficult of decisions.
MS: You have been celebrated for shepherding Barry’s through the pandemic and out the other side despite all your studios being shut down for long stretches of time. What kept you going through the dark times and what are you most proud of looking back?
JG: I call my journey the 4D approach (four dimensional). Fan- Instructor- Manager- CEO. When I stumbled upon Barry’s in 2003, it was a hole in the wall, no frills, no locker rooms, showers or fuel bar- just a Red Room and a toilet. But even then, it was the best workout in the world, and I ended up becoming wildly obsessed with the it (the alluring red lights, the loud music, and the palpable energy felt in the Red Room) and found myself going once, sometimes twice a day. Within a few months, Barry asked me if I wanted to become a trainer, and once I put that mic on, it was over.
Barry’s is known for being the Best Workout in the World and I understand, first hand, the role our instructors have in this and value their contributions and commitment. I still teach to this day and attribute much of my success as a leader to the fact that I’m still able to maintain that client / trainer relationship. It allows me to gain a deeper understanding of the current and future needs of our clients and is always top of mind for me in making business decisions.
I do think at a community focused place like Barry’s, those relationships do become broader and extend to not only the trainer, but also the front desk staff and managers across various studios and in some cases all across the globe.
MS: High intensity workout classes have exploded in popularity over the years, but many gyms struggle to maintain a following in their clients and coaches. Barry’s on the other hand seems to cultivate a special loyalty in its employees and clients alike. What do you feel drives that passion and how do you maintain that level of engagement?
JG: Our studio teams and instructors have been largely responsible for fostering such an inclusive environment and building genuine relationships that extend beyond the Red Room.
On a corporate level, we are constantly in touch with our clients - conversation and connectedness is key. We’ve always worked to provide our community with a high-touch experience, allowing them to engage with the brand in a way that involves them in our decision-making and makes them feel like valued members of our community. We also have an entire department dedicated to celebrating our community (through milestones, birthdays, etc) called Client Experience.
Editor Michael Silverman (l) with Joey Gonzalez
There is a certain camaraderie found in the Red Room. Our instructors' expert programming and attention to detail is unparalleled and the results people see (both physically and mentally) is part of the reason we have such a loyal following. Through shared purpose and value, our community is able to inspire, support, and hold each other accountable as they all strive to transform their lives. Wearing Barry’s retail became a symbol strength and has been used to define an individual’s personality and values.
MS: What about Denver, and specifically Cherry Creek, made you want to open a studio here? Any plans to open more locations in Colorado?
JG: Denver has always been a priority. We really listen to our clients when opening new studios and have had an overwhelming amount of inquiries about this market over the past few years - furthering our decision to open a studio here and expand our global community - providing everyone with a safe and inclusive environment.
Our intention was actually to open Barry’s Denver in 2020 but then COVID hit and everything changed. Now, with vaccines being released and restrictions beginning to ease, there seems to be a line of sight towards the end of the crisis - providing us with the opportunity to start safely reopening our existing studios and new studios. We don’t have any immediate plans to open additional studios in Colorado but will likely reevaluate next year once our growth begins to normalize.