The 2% Club Presents: Barry’s OG Marketing leaders on the Power of 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, SVP, Brand & Communications, Barry’s