Boutique fitness operator Barry's is entering the indoor cycling market with Barry's Ride – a new concept set to launch in the US this month (February 2020).

The two first Barry's Ride studios will be located in New York and Los Angeles, within or adjacent to existing Barry’s studios.

Described as a "lower impact Barry's experience", the concept will first be introduced as a pop-up experience, with the indoor cycling schedules being run separately from traditional classes in the Red Rooms.

The 50-minute Ride classes will offer HIIT-style indoor cycling paired with traditional Barry’s floor work.

"Just imagine replacing the treadmill with a bike and you’ve got the picture," a spokesperson for Barry's said.

Barry’s – formerly Barry's Bootcamp – was launched in 1998 and was one of the first "boutique" fitness brands.

It is majority-owned by private equity firm North Castle Partners. In October 2019, US financial service Bloomberg suggested that the company was looking to sell Barry's valuing the business at around US$700m.