Sr. Director, Strategy & Analytics

We appreciate your interest in employment with Barry's! Barry's is committed to a policy of equal employment opportunity, and will not discriminate against an applicant or employee on the basis of race, color, religion, creed, national origin, ancestry, sex, gender, age, physical or mental disability, veteran or military status, genetic information, sexual orientation, gender identity, gender expression, marital status, or any other legally recognized protected basis under federal, state, or local law. Applicants with disabilities who need assistance with the application process may be entitled to a reasonable accommodation in accordance with applicable law. If you need assistance in completing this application or with the application process because of a disability, please contact the People and Culture Department (View email address on click.appcast.io).

Barry's is the Best Workout in the WorldTM®. Founded in West Hollywood in 1998, it's the original strength and cardio interval fitness experience that provides an immersive, high-intensity, one-hour workout that's as effective as it is fun. Our fitness classes alternate between working out with weights and running on a treadmill. Each day focuses on a different muscle group in order to achieve real results and to prevent injuries. Our program is designed to tone muscle and maximize fat loss, while spiking the metabolism for up to 48 hours following the class.

Please be aware that smoking is prohibited in all indoor areas of Barry's studios and corporate offices.

About the role

The Senior Director of Strategy & Analytics will lead enterprise-wide strategic planning and data-driven decision making across Barry's. This role is responsible for translating data into actionable insights that drive growth, optimize performance, and inform executive and board-level strategy. The Senior Director will oversee analytics across all functions-including operations, marketing, finance, retail, and development-while identifying opportunities to scale the business, improve efficiency, and enhance the client experience. Success in this role means improving decision quality, creating scalable reporting infrastructure, and translating business performance trends into prioritized actions across studios, markets, and functions. The function is also responsible for managing Barry's X, third-party aggregator relationships, and cross-functional initiatives that require structured support (e.g. RIDE working group).

What you'll do

Enterprise Strategy & Leadership

• Define and drive company-wide strategic initiatives aligned with growth objectives and long-term vision
• Partner with executive leadership to inform decision-making through data, insights, and market intelligence
• Prepare and present materials for Board of Directors meetings, including performance insights and strategic recommendations
• Develop and present polished executive-level reports, dashboards, and summaries that clearly communicate progress, insights, and recommendations to leadership and key stakeholders
• Build and lead a high-performing analytics and strategy team
• Lead high-value, high-impact projects that support cross-functional priorities
• Identify business process gaps and propose solutions and support implementations across AI, automation, and software

Business Performance & Analytics

• Oversee the development of reporting frameworks to track studio performance and operational KPIs
• Translate complex data into clear, actionable insights to drive business decisions across departments
• Identify trends and opportunities across markets, including site selection, expansion strategy, and studio optimization
• Establish best-in-class data governance, tools, and processes to support scalable growth

Marketing & Client Insights

• Partner with Marketing to analyze campaign performance, client behavior, and ROI across channels
• Lead insights on customer acquisition, retention, and lifetime value to inform growth strategies
• Evaluate competitive landscape and market trends to guide positioning and expansion

Retail & Ancillary Revenue Optimization

• Partner with Retail to analyze sales performance, inventory trends, and buying strategies
• Identify opportunities to improve operational efficiency and maximize revenue across retail channels

Programming & Scheduling Optimization

• Partner with Directors of Instructor Talent on continuous schedule improvement by evaluating instructor performance, consolidating inputs, and using data-driven and qualitative insights to inform class allocation and schedule recommendations, optimizing for client satisfaction and profitability
• Drive data-informed strategies around class programming, scheduling, and capacity utilization
• Develop reporting and tools to optimize studio performance and client experience

Qualifications

• 8 - 12+ years of experience in strategy, consulting, analytics, or related field
• Passion for consumer brands, fitness / wellness, hospitality, or experience-led businesses
• Proven experience in a senior leadership role driving cross-functional strategy
• Strong background in data analysis, business intelligence, and financial modeling
• Experience in multi-unit, consumer-facing, or fitness/hospitality environments preferred
• Bachelor's degree required; MBA or advanced degree preferred
• Knowledge of SQL and/or Python, Tableau / Looker / PowerBI, AI (Claude Code / Codex)
• Exceptional stakeholder management and ability to influence without direct authority
• Experience developing executive- and board-level presentations with clear narratives, recommendations, and supporting analysis

The pay range for this role is:

150,000 - 150,000 USD per year (New York)