Barry’s, the global boutique fitness brand known for its high-intensity interval training, opened its second Atlanta location in Midtown on Thursday, bringing its signature almost cinematic Red Room workout experience to 1105 West Peachtree St. NW.
The studio, nestled within the 1105 West Peachtree mixed-use development, features Barry’s iconic Red Room, a dedicated LIFT studio, a Fuel Bar, and premium locker rooms outfitted with Dyson hair dryers and OUAI products. The development is also home to Google’s Atlanta office, the Epicurean Atlanta hotel, and several restaurants.
Barry’s was founded in 1998 in West Hollywood, Calif., making it the original pioneer of the boutique fitness movement. The brand has grown to more than 101 studios across 19 countries, with the Midtown location serving as its 101st worldwide, just weeks after opening its 100th on Wall Street. The brand’s Buckhead location, its first in Atlanta, has been a fixture in the city for nearly a decade.
Mo Fitzpatrick, general manager of Barry’s Midtown, said the expansion was a long time coming and reflects the brand’s broader mission.
“Our mission is to transform lives worldwide,” Fitzpatrick said. “To be able to just bring that to Midtown is so exciting. It’s something we’ve been anticipating and working on for a very long time.”
The Midtown studio’s RUN x LIFT classes combine treadmill intervals with floor-based strength training, with 45 spots per session. Each class targets a specific muscle group, and participants who prefer to skip the treadmill can opt for a “double floor” option for additional strength work. The dedicated LIFT room holds 18 participants and focuses on controlled movement and progressive strength programming.
Fitzpatrick said the studio’s proximity to Georgia Tech and several residential towers made Midtown the obvious choice for expansion, describing the area as central to Atlanta’s current growth.
“Atlanta is going through kind of a renaissance,” Fitzpatrick said. “We’re dead center right in the middle of it.”
Richard Turnley, a Midtown resident who attended the grand opening, said he came to see what the new gym had to offer and hoped the intensity would push him to be consistent.
“I’m excited to see Midtown continue to flourish,” Turnley said.
Nellie Collins, a former collegiate volleyball and basketball player preparing to return to school for forensic science, said the group setting was a major part of the appeal, offering a chance to connect across age groups and backgrounds.
“I’ve been an athlete just about my entire life, so the intensity doesn’t bother me,” Collins said. “I feel like people need to be challenged, if you’re gonna work out, work out.”
Fitzpatrick said Barry’s can feel intimidating to newcomers, but emphasized that the studio is built for all fitness levels.
“Everybody collectively wants to do better with life and do better with themselves,” Collins added. “You’re going to connect with so many different demographics and so many different ages that it’s just like, you can’t help but love coming here.”