From West Hollywood to Peachtree: Barry’s is opening a Midtown location

Barry’s, the global boutique fitness brand known for its high-intensity interval training, opened its second Atlanta location in Midtown on Thursday, at 1105 West Peachtree St. Close to the NW sign the Cinema Red Room workout experience.

The studio, located in the 1105 West Peachtree mixed-use development, features Barry’s famous red room, a dedicated LIFT studio, 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 a true pioneer of the boutique fitness movement. The brand has grown to more than 101 studios in 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, Barry’s Midtown general manager, said the expansion was long overdue and reflects the brand’s broader mission.

“Our mission is to change lives around the world,” said Fitzpatrick. “To be able to bring this talent just to Midtown is exciting.” This is what we have been hoping for and working towards for a long time.”

Midtown Studio’s RUN x LIFT class combines treadmill intervals with floor-based strength training, with 45 positions per session. Each class targets a specific muscle group, and participants who prefer to skip the treadmill can choose the “double floor” option for additional strength work. The dedicated LIFT room holds 18 participants and focuses on controlled movement and advanced strength programs.

Fitzpatrick said the studio’s proximity to Georgia Tech and several residential towers made Midtown an obvious choice for development, describing the area as central to Atlanta’s current growth.

“Atlanta is going through a new generation of sorts,” Fitzpatrick said. “We’re dead center in the middle of it.”

Richard Turnley, a Midtown resident who attended the grand opening, said he came to see what the new gym has to offer and hopes the intensity will lead to continuity.

“I’m excited to continue the growth of Midtown,” Turnley said.

Nellie Collins, a former volleyball and basketball player preparing to return to school for forensic science, said the group setting was a big part of the appeal, offering a chance to connect across age groups and backgrounds.

“I’ve been an athlete just about my whole life, so the intensity doesn’t bother me,” Collins said. “I feel like people need to be challenged. If you’re going to work, work.”

Fitzpatrick said Barry can feel intimidating to newcomers, but emphasized that the studio is designed for all fitness levels.

“Everyone together wants to do well with life and do well with themselves,” Collins added. “You’re going to connect with so many different demographics and so many different ages that it’s like, you can’t help but love coming here.”

related