Strength and cardio interval training workout provider Barry’s added some strength to its C-suite with the hiring of Jackie Lamping as chief marketing officer.

At Barry’s, Lamping will develop and drive the company’s overall global marketing strategy, overseeing digital marketing efforts and in-studio community marketing initiatives. The company said the goal is for her to optimize the full life cycle of a Barry’s client.

The CMO will report to Barry’s co-CEOs, Joey Gonzalez and Jonathan (JJ) Gantt, and be based in Miami. She is a longtime client of the company, having completed more than 1,600 of its classes.

“Not only does Jackie bring a wealth of experience to this role, but she also has an invaluable perspective as a Barry’s client and a passion for our community, mission, and values,” Gonzalez said in a statement. “We look forward to the impact Jackie will make in shaping our marketing efforts and driving the customer lifecycle forward.”

Lamping brings experience from both Fortune 500 companies and high-growth startups, and she is the founder and general partner at Ava Partners, which she launched in October 2021.

She is also a member of the CMO Council.

“Like many other clients, I originally came to Barry’s for the cardio and strength workout, but I found myself coming back for the social, mental, and emotional health benefits,” Lamping said. “The community at Barry’s is so welcoming and infused with motivational energy, and I am thrilled to be stepping into this role where I can help build a tailored marketing approach that reaches new audiences wherever they may be in their fitness journey.”

Barry’s debuted its original high-energy cardio and strength interval training workout in Los Angeles in 1998, and it has since expanded into fuel bars, retail offerings, and over 88 studios in 14 countries.