Founded in 1998 in Los Angeles, the fitness brand Barry’s now has 89 studios open in 15 countries.

Jackie Lamping became the company’s CMO in September, with the task of enhancing the company’s global marketing strategy and managing digital marketing and community outreach inside the brand’s studios. Lamping herself is a longtime Barry’s customer and has taken more than 1,600 classes.

In addition to marketing the in-person classes, Lamping is also responsible for promoting Barry’s digital classes that are available through an app called Barry’s X.

ADWEEK spoke with Lamping about the company’s commitment to its community and how Barry’s partners with celebrities like Dua Lipa.

This conversation has been edited for clarity and brevity.

ADWEEK: What are some ways Barry’s is honing community-first marketing?

Jackie Lamping: I think of the Barry’s brand as something built through every interaction with every client over time.

Right now, I’m still in 2024 mode as we review December’s results. We just wrapped a major holiday sale, and while it only lasts a week, it works because we’ve built trust with our community every day leading up to it. We simply turn the sale on—it’s not the core of our culture. We aren’t a sales-driven company. Our approach is more, “Here’s the product. We think it’s great, but if it’s not for you, that’s fine.”

That approach works because the product is designed with intention. It delivers real results while fostering a social experience. Clients get the physical benefits, the excitement of working out with their favorite trainers and friends, and the mood boost that comes with it. The magic of Barry’s, especially the energy of the Red Room, is something you can’t replicate.

As we move into the new year, our campaign, Find Your Strength, is both a challenge and a way to engage new clients while re-inspiring longtime ones.

As a Barry’s client for the past 10 years, I’ve always been obsessed with the workout and the brand, but I hadn’t thought about the marketing challenge of keeping long-term clients engaged while welcoming new ones.

We have incredibly high retention—45% of today’s revenue comes from clients who were with us before the Covid-19 pandemic. That loyalty means every new campaign, like Find Your Strength, needs to feel fresh and exciting for longtime members while remaining accessible and motivating for first-timers.

We also consider how to reward participation. Barry’s clients are highly self-motivated—they show up because they love it, and it’s part of their routine. But we like to add something extra—like a prize that builds community.

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