Barry's Bootcamp Kicks-Off Canadian Expansion with Multiple Locations

Outside the Toronto location at 310 Richmond Street West. Photo: Barry's Bootcamp

By Mario Toneguzzi

The high intensity workout at Barry’s Bootcamp is described as the best workout in the world and it recently entered the Canadian market with its first location in Toronto’s Entertainment District, with plans to expand further across the country.

Laurie Campbell, one of the owners and vice-president of operations for Canada, says the concept involves high-intensity interval training using Woodway treadmills - the top of the line treadmills that lessen the impact on people’s joints. That is then mixed up with weight training on the floor.

“Throughout class you go back and forth between your own floor spot and the treadmill, switching up to four times,” says Campbell. “It’s quite an intense workout but it is extremely effective in transforming your level of fitness. For people who are looking for a premium fitness experience, Barry’s is one of the best options available.”

'Red Room' - Photo: Barry's Bootcamp

The first location opened at 310 Richmond Street last October and a lease has been signed for Yorkville, on the Cumberland Street-facing side of the 100 Bloor Street West retail podium, which will open next January. 

Toronto deals were negotiated by CBRE Downtown Toronto, under the direction of Arlin Markowitz, Alex Edmison and Jackson Turner. 

Barry's second Toronto location will face the Village of Yorkville Park at the base of 100 Bloor Street West commercial podium. Ground level space was formerly occupied by women's retailer 'Milli' and Barry's will also take some upstairs space above. Photo: Craig Patterson. 

“In addition to the new Yorkville Barry’s, we would love to open a few more locations in Toronto. Apart from that, we are currently looking at various cities across Canada including but not limited to Vancouver, Calgary, Edmonton and Montreal,” says Campbell.

She says the brand is looking at anywhere from 10 to 14 locations across Canada.

“Right now we’re exploring different options, but we’re planning on significant expansion over the next five to seven years,” adds Campbell.

The company began in 1998 in Los Angeles and eventually expanded to New York in 2011 “which is where it became the phenomenon that it is today,” says Campbell.

All locations vary in terms of their size depending on the different markets and what’s available for real estate space.

Every studio has a Fuel Bar where smoothies and ready-to-go meals are served.

“We also have very luxurious change rooms with top of the line products that you can use pre- and post-workout,” says Campbell, adding that some locations also have a Flex Room where stretch classes can be run.

Size of the locations range from 5,000 to 7,000 square feet depending on the footprint and what’s available. Barry’s is using commercial real estate firm CBRE to scout out potential future locations in Canada.

“We knew that there was a strong desire for Barry’s to come to Canada,” says Campbell. “Before we arrived, Barry’s already had some notoriety here. There were calls for it in Vancouver and definitely Toronto.”

“Brands like Barry’s have a strong pull, especially for those who travel a lot. They make people feel at home because it gives them a sense of familiarity. Barry’s has been really successful in creating a sense of community throughout all their locations. When people visit us around the world, they’re able to feel that little slice of family and home.”

Here, from the company’s website, is a timeline of Barry’s history:

• 1998: LA based celebrity trainer Barry Jay has the idea for a one-stop cardio and strength training workout that actually works. Barry Jay partners with John and Rachel Mumford to open the first Barry’s Bootcamp in West Hollywood and together they launch the boutique fitness studio revolution;

• 2004: Barry’s CEO Joey Gonzalez joins the company and becomes a star trainer at Barry’s;

• 2009: Barry’s expands outside of Los Angeles for the first time, opening in San Diego;

• 2011: Barry’s takes Manhattan! The first NYC studio opens in Chelsea, which sees the first Fuel Bar launch and first use of its signature Woodway treadmills;

• 2015: Barry’s goes global! Studios open across the world in Norway, London, Boston, Miami, Nashville, and San Francisco. Expansion continues across New York City and the Hamptons. Barry’s retail hits new levels of success with expansion of the collection to Bloomingdale’s;

• 2016: Over 40,000 members of Barry’s FitFam take class every week ( celeb clients include Ellie Goulding, Mandy Moore, David Beckham, Harry Styles). The first studio opens in Chicago; and

• 2017: Barry’s readies for expansion into several new markets — both domestic and international.

Mario Toneguzzi, based in Calgary has 37 years of experience as a daily newspaper writer, columnist and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, city and breaking news, and business. For 12 years as a business writer, his main beats were commercial and residential real estate, retail, small business and general economic news. He nows works on his own as a freelance writer and consultant in communications and media relations/training. Email: mdtoneguzzi@gmail.com

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