Barry’s Bootcamp - Building A Fitness Empire

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Good morning! It's Thursday, June 15th - Today, we pull back the curtain on a fitness empire that's smashing records, as we delve into how Barry’s Bootcamp turned sweat and swagger into a $525 million sensation!

THE FEATURE

Barry’s Bootcamp - Building A Fitness Empire

When people think of successful business models, most don’t imagine a chain of boutique fitness gyms… but maybe they should.

Barry’s Bootcamp offers high-intensity interval training (HIIT) programs, and by 2016, they generated $150M in annual revenue from 40,000 weekly clients.

So, What’s the Business?

After working as a celebrity fitness instructor, Barry Jay opened his first West Hollywood studio in 1998 to offer the public access to the workouts movie stars use to get in shape fast.

What fueled the company’s expansion to 70 locations across 14 countries was a high-value proposition to consumers. Depending on location, each hour-long fitness class costs between $27 and $38– higher than many monthly gym memberships. In return, consumers receive an all-in-one cardio and strength workout that burns up to 1,000 calories.

This value proposition appeals to wealthy individuals with busy schedules that only have time for 2-3 workouts a week but want to remain healthy.

One of Barry’s most successful locations is in NYC on Park Avenue.

• They charge $38 per session and have 12 time slots available each day.

• This is a high-demand location and each of the timeslots is booked days in advance, meaning all sessions service the maximum of 50 clients.

• So, Barry’s in NYC generates $22,800 daily and ~$160K a week.

While $160K a week is insane for a single location, this doesn’t even factor in revenue from the company’s line of clothing and workout equipment or the lobby juice bar.

We know that Barry’s Bootcamp generated $160M annually with just 40,000 clients in 2016. Though the current revenue stats of this private company aren’t published, we do know weekly client numbers have nearly quadrupled to 140,000. So, if we assume their revenue growth is proportionate to their client base, the company's annual revenue now sits at a stunning estimate of $525M.

How They Win

Unique experience: Training sessions at Barry’s Bootcamp take place in a room with dark red lighting and loud music pumping. This nightclub aesthetic helps to cement the company’s culture and get consumers hooked on the high-intensity workout environment.

Celebrity clients: David Beckham, Jake Gyllenhaal, and Harry Styles are just a few celebrities known to frequent their local Barry’s Bootcamp locations. Barry’s Bootcamp Global CEO Joey Gonzalez claims that “With every new celebrity that becomes a fan of Barry’s, it seems that we gain a whole new audience that follows them.”

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