How Barry’s seeks to redefine group fitness in a post-pandemic era
Amid mask mandates and social distancing from a global pandemic, Barry’s, a boutique fitness club, says it is disrupting the industry by giving consumers access to their product in ways that never existed not barely a year ago.
But what it took to get there was a road strewn with challenges, uncertainty and innovation.
At the start of the pandemic, Barry’s, like so many fitness clubs, suffered a huge economic blow and had no digital offering or infrastructure in place.
Bragging about being “the best workout in the world,” Barry’s says he created opportunity during the height of COVID-19 lockdowns around the world by remaining committed to keeping the ties with their community alive and thriving. When it became clear that the global shutdowns weren’t going to be brief, the company immediately kicked off live workouts on Instagram, then formal home classes on video conferencing apps, like Zoom.
As 2020 progressed, the company finally launched 19 open-air studios that occupied spaces such as parking lots, rooftops and empty and undeveloped lots, converting these spaces into their infamous ‘red rooms’ across the country. .
Reopening their physical clubs would prove to have its share of challenges when the time comes.
Developing and augmenting new operating and security protocols to meet local government mandates has been an incredibly laborious process over the past 16 months, Barry’s told “Good Morning America.”
“We updated our HVAC system, introduced the use of EPA registered cleaning products and at one point social distancing in the classroom, and added five-minute breaks between turns to allow for additional cleaning and mask warrants. “
Now, as the world slowly begins to reopen, despite the lingering threat of COVID-19 and its emerging variants, Barry’s appears to have found their way to developing hybrid models of their business by mixing versions of all of their era products. pandemic in an omni-. supply chain, including the all-new “Barry’s X”, which includes live and on-demand lessons.
According to Barry’s: “Barry’s X” is the first community-driven digital fitness product that seamlessly integrates the key touchpoints of an in-person studio experience in a digital environment. Not only are you registered by a moderator (who runs the class and provides the same attention as the front desk), you can also participate in a many-to-many experience that gives their fitness community the opportunity to see and be seen. .
“‘Barry’s X'”, was created to give people the opportunity to experience the best workout in the world, taught by the best instructors, alongside an amazing global community – no matter where you are, “a said Joey Gonzalez, CEO of Barry. “GMA” exclusively.
The company says users will be able to turn on their cameras during a live lesson, allowing the instructor to correct their form in real time, allowing them to see others in the class and be seen for themselves. This will allow for an immersive digital experience that will allow instructors to help and correct form during a class, the brand explains, while also being able to check in with friends who are also taking the same class together.
“The camera feature allows you to be seen, as well as to see old friends, new faces,” Gonzalez said. “And since it’s Barry’s, you can expect to see some famous ones too.”
Another feature: users will also be able to connect with their friends by sending friend requests and view their schedules and statistics. Friends can also invite each other to a class.
Gonzalez told “GMA” that they expect hybridization to increase as we continue to emerge from the pandemic.
“A number of fitness studios across the country have closed permanently during COVID, which means that these respective workout communities have been moved and will be looking for a new studio. When it comes to digital workouts, the landscape hasn’t never been so crowded, ”Gonzalez said.