Barry’s Bootcamp expands global footprint with Princeton Equity Group investment

Barry’s Bootcamp, the renowned boutique fitness brand, has secured new funding from Princeton Equity Group to fuel its global expansion and strengthen its market position.

Princeton, which manages $1.3bn in assets, has a history of backing wellness brands like Massage Envy and D1 Training. While the size of the investment remains undisclosed, it represents a key step in Barry’s growth strategy.

The investment will support Barry’s plans to open 12 new locations across the U.S., including Charleston, Hoboken, and Salt Lake City. Internationally, the brand is set to debut in Madrid, Athens, and Dublin. The capital will also help consolidate operations in the UK and Canada, enabling greater efficiency and fostering community connections.

Barry’s, founded in 1998, operates 89 studios worldwide and reported more than 7 million visits in 2024. Its high-intensity workouts, held in signature red-lit rooms, have made it a leader in the boutique fitness sector.

The boutique fitness market, valued at $48bn in 2023, is projected to grow to $86bn by 2030. However, the sector faces challenges such as macroeconomic pressures and increased competition. Barry’s, with its strong brand and loyal customer base, continues to outperform, leveraging the growing focus on health and wellness. 

This latest investment marks a significant milestone in Barry’s journey as it strengthens its presence in key markets and continues to lead the boutique fitness industry.

Source: CNBC

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