David Barton’s Gym U Partners With New Boutique Fitness Collective for NYC Gyms

Joey Foley's Pedal House has activated with brands including Red Bull (credit: House of Heroes)

House of Heroes, a boutique fitness collective created by the founders of Pedal House, is already partnering with some big names

Several New York City fitness entrepreneurs are teaming up in a bid to transform the way NYC’s big-box gyms do boutique-style group fitness.

Joey and Nada Foley, the co-founders of Pedal House, have created House of Heroes, a boutique fitness collective bringing premium group fitness programming to big-box gyms and franchise operators across NYC.

The new brand includes the Foleys’ boutique fitness concepts Pedal House (cycling) Pure House, Power House (mat Pilates) and Punch House (boxing). House of Heroes will look to offer immersive experiences, elite coaching and a strong brand identity to help gyms differentiate their offerings.

“Most gyms are stuck in the past,” Joey Foley said of the current state of group fitness classes inside facilities. “We’re proving you don’t need to build a $5 million boutique to create a high-performance, community-driven experience inside existing gyms.”

House of Heroes is already placing its classes inside two popular NYC fitness brands: Gym U, a luxury gym founded by David Barton, and Solace New York, a strength and conditioning gym in Midtown Manhattan.

Barton, an iconic figure in New York’s gym scene who founded Gym U in 2023 as his latest venture, is bullish on House of Heroes’ potential.

“I wasn’t looking to outsource classes but when I saw House of Heroes, it was an instant fit,” Barton said. “Brutal intensity, strong aesthetic and something most gym chains lack: real edge. It just rocks.”

Solace founder Bryan Bullock says House of Heroes’ boutique fitness programming has been a hit with his members so far.

Fitness Equipment Market to Expand by Over $8 Billion by 2030

“Working with Joey and Nada has been seamless,” Bullock said. “They move fast, adapt quickly and bring a genuine love for what they do. The cultural fit with our brand has been spot-on – and our members feel it.”

The Foleys, who founded Pedal House back in 2017, are also working on another big boutique fitness project: PowerPass, a digital class-booking platform that’s designed to compete with giants like ClassPass by giving studio owners a bigger slice of the revenue pie.

Joey and Nada Foley have launched several boutique fitness concepts in NYC (credit: House of Heroes)

PowerPass is set to soft-launch in NYC this summer with select studios; a full launch is planned for this fall.