Bringing a Global Workout to a New Region
Barry’s Bootcamp built its name on the Red Room, the music, and an experience that feels the same whether you walk in at the West Hollywood original or any other studio in the world. When the Barry’s Bahrain location prepared to bring the brand into the region, the in studio experience was the easy part. The hard problem was digital. No off the shelf fitness platform was actually built for a member base spread across multiple languages, currencies, and regional payment methods, all while still feeling like Barry’s at checkout.
AXLE was brought in to close that gap, with a goal to deliver a single consumer flow that could power Bahrain on day one and travel with the company as new markets opened.
Going into the region, the Middle East team needed a digital foundation that solved three problems at once:
- A Premium Member Experience: An app and booking flow that lived up to the Barry’s name from the very first tap.
- Native Multi Language Support: Real, baked in language switching for a diverse member base across the region.
- Local Currency and Payments: Pricing and checkout flow in the currency and methods each market actually uses.
One Platform, Built for the Region
AXLE built a consumer app and web booking flow engineered for international operation from the ground up, with local currency support woven into every layer. The booking journey itself was matched to Barry’s corporate web experience, so a member in Bahrain or Doha moves through the same flow they would on the global Barry’s site.
The hardest piece was payments. AXLE blended regional third party payment providers directly into the AXLE app and website checkout flow, so members complete a single checkout process.
This is the platform that now runs across every Barry’s Middle East location:
- Friction Free App: A premium consumer app engineered to remove drop off between class discovery and first booking.
- Integrated Regional Payments: Third party payment providers built directly into the AXLE booking flow in a single, native checkout.
- Brand Matched Web Flow: A booking experience built to mirror Barry’s corporate website so the brand feels consistent everywhere.
- Built In Localization: Native multi language and local currency support across every studio and every market.
From Bahrain to a Global Partnership
The proof has been in the rollout. AXLE launched with the Bahrain studio in 2024, opened Kuwait City in 2025, and from there scaled quickly into Abu Dhabi, Dubai, and Qatar. AXLE powers the digital experience across all 6 Barry’s Bootcamp locations in the region.
That regional track record has set up the next chapter. AXLE is preparing to partner directly with Barry’s Bootcamp as the brand continues its international growth, taking what was proven across the Middle East and extending it into new countries alongside the corporate team.
What began as a regional franchise build has earned the path to a global brand partnership:
- Regional Rollout: Bahrain in 2024, Kuwait City in 2025, followed by Abu Dhabi, Dubai, and Qatar in quick succession.
- Six and Climbing: AXLE now powers every Barry’s Bootcamp location across the Middle East.
From Region to World: AXLE will partner directly with Barry’s Bootcamp to support the brand’s continued international expansion.
