Beyond Bootcamp: Barry’s Launches Indoor Cycling

Amid rumors that it’s up for sale, the boutique fitness operator previously known as Barry’s Bootcamp dropped “bootcamp” from its name and announced plans for an indoor cycling studio.

The news: Barry’s will open two cycling studios on Feb. 18 — one in New York City and one in Los Angeles, both near existing Barry’s locations.

Zooming out. According to Bloomberg, the company has already interviewed advisors to participate in a sale process.

• The deal could see Barry’s valued at more than $700M.
• Barry’s has 70 studios open or in development across the US and internationally.
• Barry’s is majority-owned by North Castle Partners, a private equity firm with investments in the fitness space including SLT, Brooklyn Boulders, Crunch Fitness, Equinox, and others.

Looking ahead. As Xponential Fitness and F45 Training prepare to go public, and with Orangetheory Fitness on a similar trajectory, Barry’s is leveraging the strength of its brand to diversify. With the Barry’s name swap and cycling studios in place, new concepts could build on their existing Release, a dynamic stretching class, and Lift, a weightlifting concept, to further bolster the company’s value.