Boutique fitness brand Barry’s Bootcamp is set for further growth following a strategic investment from North Castle Partners, which will allow the brand to penetrate new markets, as well as develop further locations in existing markets.

North Castle – a private equity firm focused on consumer businesses that promote healthy, active and sustainable living – will partner with the existing corporate Barry’s Bootcamp team to maintain the culture of “white-hot cardio and strength training”, which Barry’s dubs ‘The Best Workout in the World’.

Joey Gonzalez becomes Barry’s CEO, and will oversee all management decisions and company operations. He joined the company in 2004 as an instructor and has worked his way up the ranks.

“I’ve dedicated much of my professional career to growing Barry’s Bootcamp and am honoured to step into the role of CEO,” he says.

“It’s a dream come true to see this vision come to fruition and expand the business while maintaining the ethos which makes it special to consumers.”

North Castle Partners has extensive experience in this field: its past and current portfolio includes Equinox Fitness, International Fitness Holdings and Curves International. MD Jon Canarick says it will leverage its established network and industry knowledge to build Barry’s Bootcamp into one of the premier boutique fitness studio operators and brands in the world.

Co-founder and president of Barry’s Bootcamp, Rachel Mumford, says the two companies share the same vision of promoting a modern, healthy lifestyle. “They understand our culture and clients. I’m excited to get to work!” she says.

The company currently owns 17 studios. In the US it operates in southern California, New York, the Hamptons, Boston, San Francisco, Miami Beach and Nashville. It also has sites in Norway – Bergen and Oslo – and two in London, UK.

Two new studios are slated to open this year in Hollywood and Manhattan. The 4,500sq ft Hollywood flagship will be the largest West Coast studio and the first to include the signature Fuel Bar.