Longtime Barry’s CEO Joey Gonzalez steps into a new role as executive chairman as the HIIT brand aims to double its global footprint
Barry’s is overhauling its leadership as the boutique fitness brand gears up to more than double its global footprint in the next four years following a recent strategic investment from Princeton Equity Group.
Co-CEOs Joey Gonzalez and JJ Gantt will shift roles, with Gantt stepping into the sole CEO position and Gonzalez becoming executive chairman of the HIIT brand.
“This new chapter is deeply personal,” said Gonzalez, who had served as Barry’s CEO since 2015 after joining the brand in 2004. “It gives me the opportunity to spend more time in the field, listening, learning and staying closely connected to the soul of our business: our studio teams and clients. While I’ll continue to partner with the leadership team on Barry’s vision and strategy, I’m eager to be back on the ground – where I can hear the music, feel the sweat and witness firsthand the impact Barry’s has on lives every single day.”
During Gonzalez’s 21-year tenure with the boutique fitness brand, Barry’s has grown to 92 locations across 16 countries. In his new role, he’ll focus on long-term vision and innovation, while Gantt takes the reins on strategy, team development and scalable growth. Gantt, who joined as chief financial officer in 2018, became president in 2022 and was named co-CEO along with Gonzalez in early 2024.
“I am honored and grateful to be named CEO at this inflection point in Barry’s history. I have tremendous respect and admiration for this iconic brand and the global Fit Fam,” Gantt said. “My Barry’s journey first began in 2015 when I walked into the Barry’s Chelsea studio for my first class. From that first sweat, I was hooked. I know the transformational power of this workout and community because my life was transformed.”
“I am eager to build upon the strong foundation built over the past 27 years while continuing to partner with the incredible Barry’s team as we strive to achieve our vision of transforming lives worldwide,” he added.
As part of the CEO change announcement, Barry’s stated that it plans to more than double its global studio footprint over the next four years.
Barry’s is targeting key U.S. markets with upcoming studio launches in Charleston, South Carolina, Hoboken, New Jersey, Williamsburg in Brooklyn and Salt Lake City, following its recent opening in Washington, D.C. International expansion also continues with new locations slated for Switzerland, Kuwait and Greece, building on recent debuts in Madrid and Dublin.
“We are growing globally – but never at the expense of what makes Barry’s special,” Gantt said. “We’re expanding with intention, ensuring every location delivers the amazing Red Room experience that has defined Barry’s since its inception. We build more than just structures – we build communities. We are excited to continue to open new studios in markets across the globe.”
At this month’s ATN Innovation Summit 2025, Gantt discussed Barry’s recent private equity investment from Princeton Equity Group and the brand’s growth strategy on a panel alongside Princeton Equity’s Jack Nagle and North Castle Partners’ Jon Canarick.
