Trading Secrets: Joey Gonzalez – From Pursuing Entertainment to Barry’s CEO

Episode 272 – January 5, 2026
Host: Jason Tartick (with David, “Curious Canadian”)
Guest: Joey Gonzalez, CEO of Barry’s

Overview

In this insightful episode, Jason welcomes Joey Gonzalez, CEO of Barry’s (previously Barry’s Bootcamp), to peel back the curtain on his non-traditional career journey, the real business behind building a fitness empire, and the personal philosophies that have fueled his success. The episode covers Joey's pivot from aspiring actor to global fitness CEO, the economics and community strategies behind Barry’s, leadership and private equity, and Joey’s personal secrets to balance and fulfillment. Jason and David also reflect on intentions for the New Year, gifting with meaning, and the challenges of finding balance in fast-paced careers and family life.

Key Discussion Points & Insights

Setting the Stage for 2026 & Recap of the Holidays (00:00–21:24)

• Jason and David discuss post-holiday lethargy, balancing family traditions, and practical questions about gift-giving and budgeting.
• Emphasis on spending with meaning over materialism.
• “Any gift you give, there should be meaning, thought, and time spent to it…Whatever this special moment is, there’s such intention behind it.” – Jason (11:00)
• David shares the best gift he ever gave: a bank account for his parents to use on monthly date nights, emphasizing thoughtfulness over expense. (11:36)
• Conversations turn to New Year’s themes, resolutions, and the value of slowing down for deeper family conversations.

Words and Themes for the New Year (17:28–21:24)

• Jason and David exchange their “words of the year.”
  • David’s words: Moments and Choices – “If you want something to change, start making different choices.” (19:07)
  • Jason’s focus: Balance and Prioritization
• Segue into how these values connect to the episode’s guest and subject matter.

Main Interview: Joey Gonzalez, CEO of Barry’s (21:24–67:43)

Joey's Nonlinear Journey: From Stage to Studio (22:24–25:51)

• Joey details his passion-first approach, pursuing acting from age 13, landing in film/TV/theater, but eventually pivoting upon realizing he needed financial stability.
• “I wasn’t willing to settle for just showing up and working 9-to-5 and not feeling that fulfillment…there is nothing, I think, more important than enjoying your work.” – Joey (22:51)
• His acting background provided unique skills—musicality, performance, memorization—that transferred naturally to leading fitness classes and later, running a company.
• “You spend a lot of time developing soft skills. So you really learn about what it means to have EQ, to be human.” – Joey (25:26)

CEO Life: Stress, Leadership, and Climbing the Ladder (25:51–30:47)

• Joey thrived under chaos (including the pandemic), keeping stress in check through meditation and a centered mindset.
• “I do actually perform really well under chaos.” – Joey (26:35)
• Reflected on rising from instructor to CEO in 11 years, noting company size factors and his proactive push for partnership.
• “Sometimes people just need a nudge; you’ve got to stand up for yourself and advocate for yourself.” – Joey (29:18)

The Business of Boutique Fitness: Growth, Community, and Competition (30:47–41:22)

• Boutique fitness projected to double from $40B (2023) to $86B by 2030.
• Joey’s advice for consumers: Know what you want (community, confidence, efficacy) before choosing a gym. (31:28)
• Price disparities and value: “There’s real value in some of the more premium players...it’s a sort of to-each-its-own thing.” – Joey (33:01)
• Startup costs for gyms vary: Entry concepts ($300–600k), Barry’s model ($3M+ per unit). (34:56)
• Site selection involves walking neighborhoods, looking for “co-tenancy” (e.g., Whole Foods), focusing on accessibility, parking, and synergy with other fitness venues. (35:46–37:26)
• Insights on post-COVID retail: Customers leave home less, making strategic clustering and locality more important.

Building and Scaling Community: The Power of Organic Marketing (38:03–40:18)

• Barry’s grew community organically—no paid media in early years, but through referral programs (“Friends with Benefits”).
• “Our conversion rates are…30-40% when it’s organic…When they come on paid media, it’s like, in the single digits.” – Joey (40:04)

Financing Growth: Private Equity and International Expansion (41:22–47:40)

• Two rounds with PE firms (first with North Castle Partners, then Princeton Equity Group); importance of partnership values.
• “You don’t really find out what partnership means until times get really hard.” – Joey (42:17)
• Franchise model for international growth; U.S./Canada/UK are company owned.
• Recouping capital on new studios: goal is under 36 months payback. COVID forced difficult but ultimately successful adaptations.

Incentivizing Talent & Operational Sophistication (48:34–49:57)

• Instructors compensated hourly, per head, and with bonuses for acquisition/conversion.
• “Instructors actually have access to a dashboard where they track their KPIs.” – Joey (49:12)
• Unified KPIs for instructors, managers, and leadership ensure alignment and performance.

The Future of Barry’s and Fitness: Tech, AI & Core Values (49:57–51:39)

• Joey sees limited disruption from AI in physical fitness delivery; focus remains on in-person experience as key value.
• Use of AI will instead enhance business operations and marketing efficiency.

Nutrition, Routine, and Life as CEO (51:45–54:13)

• Joey experiments with different nutrition strategies, previously intermittent fasting, now a managed meal plan via nutritionists.
• Favorite cheat food: Nachos! (53:17)
• Workout regimen: 5 days cardio, 6 days lifting, often double sessions (12 hours/week). (53:31)
• “I love working out…It’s my favorite part. Like, I love it. I have so much joy.” – Joey (53:52)
• Transitioned to morning workouts after having kids, adapting as life changes.

Is Graduate School or OPM Worth It? (54:14–55:21)

• Joey completed Harvard Business School OPM, designed for founders/operators, not traditional MBAs. Vast value in upskilling and especially networking. (54:38)
• “Over 50% of the value in a program like that is actually the networking and the people that you meet.” – Joey (55:13)

At-Home Gym Recommendations (56:30–58:59)

• Top equipment: Woodway treadmill (“best of the best,” $10–12k), dumbbells, squat rack, cables.
• Joey recounts how seeing Justin Timberlake’s Woodway treadmill led to upgrading Barry’s equipment, shifting them toward a premium model.
  • “You run a running company, you don’t know what a Woodway is?” – Justin Timberlake, recounted by Joey (58:53)

Behind-the-Scenes Secret: Premiumization Triggered by a Celebrity (58:20–60:30)

• The decision to upgrade Barry's equipment and amenities was catalyzed by inspiration from Justin Timberlake and has since shaped their luxury brand identity.
• “That was the beginning of us premiumizing the business…thanks to Justin Timberlake.” – Joey (59:39)

Joey's Trading Secret: The Myth of Balance & the Four Fs (61:08–64:01)

• “You don’t find balance, you create it.” Joey structures his life around: Friends, Family, Faith, and Fulfillment.
• “If you aren’t engaged with all four, you’re not living your full potential.” – Joey (61:40)
• On balance: “There’s almost no such thing as balance, there’s only disappointing someone. …You have to pick and choose.” – Joey (64:00)
• Joey practices tough prioritization to maintain presence for his children.

Bonus Mindset Takeaway: Apply OKRs and Business Learnings at Home (65:28–66:19)

• Joey has experimented with bringing organizational strategies (OKRs, mission/vision/values) to his family life, fostering intentionality at home.

Notable Quotes & Moments

• “I always talk about how…you can learn so much through failure and through challenge.” – Joey Gonzalez (22:51)
• “You spend a lot of time developing soft skills…learning what it means to have EQ.” – Joey (25:26)
• “I do actually perform really well under chaos.” – Joey (26:35)
• “Sometimes people just need a nudge and you’ve got to stand up for yourself and advocate for yourself.” – Joey (29:18)
• “When you are going with a friend…they’re 30 or 40% more likely to come again.” – Joey (40:13)
• “Our growth strategy has always been: we don’t want to be the biggest. We strive to be the best.” – Joey (45:23)
• “There’s almost no such thing as balance, there’s only disappointing someone.” – Joey (64:00)
• “You don’t find balance, you create it.” – Joey (61:08)
• “Friends, family, faith, and fulfillment…the four Fs.” – Joey (61:41)
• “If you want something to change, start making different choices.” – Jason (19:07)
• “It’s not about being perfect, it’s about being intentional with your choices, and living with the consequences.” – Jason (paraphrased, 19:07–20:34)

Important Segments & Timestamps

• [22:24] Joey’s career pivot from acting to fitness instruction
• [24:09] Transferable skills from the arts to business leadership
• [27:39] Climbing from entry-level to CEO—advice for aspiring leaders
• [30:47] Boutique fitness: what to know as a consumer and operator
• [35:46] Site selection strategy: walking the neighborhood
• [38:03] How Barry’s built their community—organic marketing secrets
• [41:22] Private equity experiences & values-driven partnerships
• [44:33] International expansion: adaptation vs. consistency
• [48:57] How instructors are compensated and motivated at Barry’s
• [50:23] How fitness and wellness brands can (and can’t) use AI/tech
• [53:31] Joey’s personal fitness routine & nutritional approaches
• [58:20] “Behind the scenes” secret: The Justin Timberlake/Woodway story
• [61:08] Joey’s Trading Secret: The Myth of Balance and the Four Fs
• [65:28] Applying business frameworks at home for fulfillment

Key Takeaways for Listeners

• Passion and adaptability are the foundation of Joey’s path from struggling actor to CEO — chase fulfillment, not just financial results, and be willing to pivot.
• In the business of fitness and beyond, community fosters loyalty more than paid marketing.
• Climbing the ladder internally? Advocate relentlessly for yourself, and embody the responsibilities before you’re given the title.
• Balance is actively created, not discovered; embracing tough choices and sometimes disappointing others is part of sustainable success.
• Soft skills, self-awareness, and values-driven leadership build cultures that weather crisis.
• Premiumization (and innovation) often come from unexpected personal inspiration and outside perspectives—be open to influence.
• Apply business frameworks (OKRs, mission, vision, values) to home life for greater personal and family intentionality.

For Those Who Haven’t Listened…

This episode is an inspiring blend of personal journey, actionable business insight, and honest discussion about modern careers and wellness. Joey Gonzalez’s openness about failure, adaptation, leadership, and balance—plus memorable anecdotes (including one about Justin Timberlake and treadmill upgrades)—make this a must-listen for aspiring entrepreneurs, fitness professionals, and anyone seeking fulfillment beyond the 9-to-5.

Connect & Learn More

• Joey Gonzalez: Instagram: @joeygonzalez
• Barry’s: barrys.com | Instagram: @barrys

“You don’t find balance, you create it.” – Joey Gonzalez (61:08) “If you aren’t engaged with all four [friends, family, faith, fulfillment], you’re not living your full potential.” – Joey Gonzalez (61:41)