Scaling Barry's from 23 - 85+ locations in just four years was a massive global undertaking. Elevating the experience and identity to create a global lifestyle brand and luxury fitness experience was the fun part.
As Chief Retail Officer I oversaw all ancillary revenue, sales, operations, retail marketing, partnerships and consumer products. My team redefined the global brand identity, lexicon, visual standards, product strategy, physical studio design and playbook for every commercial aspect of the business. We reimagined how brand partnerships and product collaborations could drive awareness, enrich community beyond the workout, and developed ancillary revenue channels that surpassed goals, KPIS and expectations.