Barry’s OG Marketing Team on How They Built a Global Business: A how-to guide on driving growth through brand + community.

​The 2% Club Presents: Barry’s OG Marketing leaders on the Power of Brand + Community

​We are excited to share this event with The 2% Club community. If you would like to join, [apply here].

​About the Event

​Barry’s founding marketing team leaders share how they scaled a global fitness brand through brand, community, and client experience, with practically no digital ad spend.

​They will share what work (and still does), the growth strategies behind Barry’s rise, managing corporate-owned, JV, and franchise studios, and the effectiveness of "influencer" and social on driving revenue.

What You’ll Get

• ​Proven strategies for scaling through brand, community, and client experience

• ​What worked at Barry’s — and why it still matters

• ​Actionable lessons for studio owners, operators, and marketers

• ​Utilizing brand and community to drive commercial growth

• ​Leveraging organic marketing to drive efficiency in digital spend, creating a community that organically drives affinity, retention, and referral.

• ​The role of hospitality in driving 4-wall retail success.

​Priority admission goes to our Slack community. [Apply here].

​The conversation will feature a panel discussion followed by audience Q&A.

​Event Details

​Date: Wednesday, July 16, 2025

​Time: 5 PM PT / 8 PM ET

​Location: Virtual (Zoom)

​Who Should Attend?

• ​Studio owners, fitness founders, and operators

• ​Marketers and growth leaders in wellness and fitness

• ​Anyone building or scaling a brand on community and experience
  
  Featured Speakers

  • ​Melissa Gellman Weiss — Founding CMO, Barry’s; Co-founder, The 2% Club

  • ​Lauren Cozzens — Founding Sr. Director of Marketing, Barry’s; Fractional Marketing Leader

  • ​Alisa Holzer — Founding Head of Corporate Sales + Community Marketing, Barry’s; Sr. Director, Business Development & Partnerships, Equinox

  • ​Vicky Land - Founding Communications & Brand Leader, Barry's, SVP Brand & Communications, Barry's (Current)

​Event Disclaimers

​The views expressed are personal and don’t reflect the official positions of The 2% Club.

​The event may be recorded and may be shared for marketing purposes.