a Badass


Are you ready to build the

boutique of your dreams?


Global Fitness Authority 

A Kiwi living in California commuting to Europe. I am a published author, speaker and advisor to the industry. I contribute to international business forums, trend panels, women's events and serve on a number of boards. I'm obsessed with what happens next in the business of fitness. My favorite thing is to ignite purpose-driven people and projects.




Let's Build Your Badass Boutique

Together One Touch Point At A Time

Building a Badass Boutique Masterclass


12 Online Classes

 Step by Step Guide

 Comprehensive Workbook




Consult with Emma



Blast of Energy

Barrage of Brainstorming

Clear Path to #getshitdone




Building a Badass Boutique Book

(2020 Paperback)



Bible for Boutique Fitness

Over 65 Thought Leaders Contributions

Exercises to guide you through the 10 touch points



I help people bust through their barriers so they get to be, do and serve in the way they dream of.

But don't take it from me...

Liz Terry

CEO Leisure Media, Editor HCM magazine (

Boutique operators and investors are extremely fortunate that someone with Emma Barry's passion, expertise, knowledge, wisdom and insight has created this excellent resource to share global learnings and advice at the highest level. Consume it immediately. 

The Late Stephen Tharrett

Co-founder ClubIntel & Author of Fitness Management, 4th Edition

I have over forty years of experience in the fitness industry and have served as a SVP and CEO of fitness firms, served as the President of IHRSA and presently serve on the Advisory Board for the Association of Fitness Studios. My company ClubIntel conducts much of the consumer and operational research on the global club and boutique industry, so I feel well-versed in what makes for a great boutique studio. Yet, Emma's understanding of the boutique fitness business is unsurpassed, eclipsing the wealth of knowledge my firm has acquired over the years, and outdistancing the rest of the field. What makes Emma different, and what makes her information binge-worthy, is not just her knowledge, but her passion, her energy and her unrelenting love for the business of fitness.

David Minton

Director, The Leisure Database Company Ltd

"Pointing out that 'good will scale, bad will fail', Emma's 10-touch journey comes from the heart, experience and in-depth knowledge. For those already operating boutique fitness studios or fitness sites, Building a Badass Boutique is a must with insights and insider knowledge jumping out from every page. For those planning or dreaming of opening a studio, it's the essential benchmark."

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Ready to kick ass in the best industry in the world? Strap in, hold on and let's go. We've got a business to build, customers to delight and health and happiness to spread to the world.


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