Barry’s Soho, which will be the company’s largest in the UK, will open on 12 September 2020.
Barry’s is transforming a 7,000 sq ft basement space into its iconic Red Room. The site will offer people working and living in the West End the company’s trademark fitness classes, mixing strength training with cardio intervals using treadmills, and the brand’s infamous Fuel Bar.
Since launching in West Hollywood in 1998, Barry’s has gone on to become an international fitness phenomenon which pioneered the boutique fitness sector in the UK since launching in 2013. Barry’s Soho will be its seventh London studio and will introduce a new class concept called LIFT, a first for the brand in the UK, at a later date.
Barry’s is the latest addition to The Crown Estate’s wellbeing offer for central London which includes the luxurious Third Space, Psycle on Mortimer Street and high performance fitness from Equinox in nearby St James’s. The portfolio also includes the Rapha cycling community, alongside global fitness retailers including lululemon, Asics and The North Face.
Leanne Catterall, Asset Manager at The Crown Estate, said: “As more of us look to fit a workout into our daily lives, we’re welcoming a growing mix of fitness brands on Regent Street.
“Barry’s will be a fantastic addition to the portfolio – putting a unique workout experience on the doorstep of all our customers working, shopping and living in the West End.”
Sandy Macaskill, co-owner of Barry’s UK, said: “It’s been a hugely challenging few months for the industry which makes this opening so much sweeter. This is one of our most exciting moves, the vibrancy of Soho really aligns with the energy of the Red Room. The introduction of LIFT is something we have been talking about for a long-time, and with the evolution of the fitness industry we felt it was important to ensure our clients are continuing to receive an exciting and dynamic workout, giving our community more flexibility on their fitness journey.”
The new studio will initially be running at 50% capacity to adhere to social distancing and in line with government guidelines. A number of additional measures will also be in place to ensure the safety of staff and clients. Class prices start at £23 for a single class and prices vary depending on the class package purchased. Barry’s class packages can be used at all London studios and include Barry’s LIFT, and Barry’s At-Home – Barry’s digital home based workout, which will continue to be offered in the UK.