JJ Gantt Named Sole CEO of Barry's

Barry's has restructured its leadership team as the boutique fitness brand prepares to more than double its studio count over the next four years, naming JJ Gantt as sole CEO while Joey Gonzalez transitions to executive chairman.

Gantt steps up from the co-CEO role he shared with Gonzalez since early 2024. The leadership shift positions Barry's for an aggressive expansion push following its recent strategic investment from Princeton Equity Group, with plans to grow from 92 locations across 16 countries to nearly 200 studios by 2029.

Gonzalez, who led Barry's through two decades of growth since joining as CEO in 2015, will focus on long-term vision and innovation in his new role. He originally joined the company in 2004 and guided it through the boutique fitness boom that established Barry's as a premium HIIT brand.

"This new chapter is deeply personal," Gonzalez said. "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."

The transition hands operational control to Gantt, who joined as CFO in 2018 before becoming president in 2022. His path to CEO began as a Barry's member when he took his first class at the Chelsea studio in 2015, eventually leading him to join the company three years later.

"I know the transformational power of this workout and community because my life was transformed," Gantt said. "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."

Barry's expansion pipeline includes new U.S. markets like Charleston, Hoboken, Brooklyn's Williamsburg neighborhood and Salt Lake City, plus international growth in Switzerland, Kuwait and Greece. The brand recently opened studios in Washington D.C., Madrid and Dublin as part of its global push.

The leadership change reflects boutique fitness brands' need for operational expertise as they scale beyond their core markets. Barry's growth strategy balances rapid expansion with maintaining the premium experience that justifies its higher price point compared to traditional gyms.

Princeton Equity's investment provides the capital backing for Barry's ambitious timeline. The private equity firm specializes in consumer and retail brands, bringing operational expertise to help Barry's navigate the complexities of international expansion while preserving brand consistency.

The HIIT category has proven resilient even as boutique fitness faces pressure from at-home alternatives and economic headwinds. Barry's premium positioning and community-focused model have helped it maintain pricing power and member loyalty through market volatility.

Gantt takes over as boutique fitness operators face increased competition for prime real estate and qualified instructors. His background in finance and operations positions him to manage the capital allocation and operational scaling required for Barry's expansion timeline.