Case Study: Barry's achieves a scalable, branded virtual fitness experience and expanded global reach with Twilio

How Barry's went digital with Twilio

Barry's is a premium fitness brand with over 80 studios in 14 countries, famous for its high‑intensity "Red Room" workouts and tight community. When COVID‑19 forced studios to close, Zoom and other streaming options exposed limitations—poor latency, participant limits, disconnected customer data, and no room for branding or custom features—so Barry's needed a permanent, branded digital experience.

Barry's built Barry's X on Twilio Programmable Video to recreate the in‑studio atmosphere with branded live streaming, a red‑light camera filter, and two‑way video that lets instructors give private form corrections while participants control their visibility. Backed by live production studios and scalable APIs, the platform has received strong feedback, expanded Barry's reach beyond physical markets, improved scheduling and analytics, and positioned the brand for continued digital growth.

Barry's

Jenna Hauca

Vice President of Digital and Head of Barry’s X