Throughout the last two decades, exercise trends have come and gone, but there’s one workout that has remained a favorite of fitness junkies everywhere: Barry’s. Now, after 23 years of success, Barry's has launched Barry's X, a digital fitness space, and The Academy, its first-ever loyalty program.
Barry’s At-Home, a Zoom based workout product, was engineered and launched just weeks after our studios shut their doors. While Barry’s At-Home was tremendously successful and allowed us to garner many important learnings, we knew that the future of Barry’s digital would ultimately need to include a proprietary and innovative product that could be fully customized and live up to our premium brand standards.
Barry’s X has completely disrupted the space with our approach to “social fitnessing,” engagement, and digital community. The product that we launched with in August is only the beginning of the innovation we have planned to roll out. ... [+]Community has always been a huge part of the Barry's brand. How does that come into play on Barry's X?Community was the guiding principle during all stages of discovery and development for Barry’s X.
Additionally, we saw a major opportunity to acquire new clients who may never have tried Barry’s before, both within regions where we currently have studios and in the cities in which we don’t. We have seen immense interest from states and countries, like China, where Barry’s does not yet have a physical presence. Our digital product has become an analytical tool for us to gauge interest in potential regions for future development.
I believe that providing a strong piece of fitness content or a means to get a workout is really just table stakes at this point. In order to stand out and create a product that will stick, it’s all about engagement and providing a differentiated experience. For us, it comes back to the community piece. You don’t just go to Barry’s for a workout. You go for the pre-class small talk in the lobby, the high five from your instructor, and to take that post-class selfie with your friends.
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