Gonzalez, the longtime CEO of boutique fitness giant Barry’s, will join the Miami-based padel club concept as an advisor as it prepares to open its first location
Joey Gonzalez, the longtime Barry’s CEO who helped turn the brand into a global fitness powerhouse, is stepping into the fast-growing world of padel.
Gonzalez has joined No Strings as an advisor, lending his expertise in brand building, operational scale and consumer experience as the startup works to create a modern, tech-enabled padel club model for the U.S. market.
Gonzalez led Barry’s from a ten-studio business into a global brand with more than 80 locations before transitioning to executive chairman earlier this year. At No Strings, he will advise on brand development, operational scaling and experience strategy as the company shapes its approach to play, community and technology.
“Padel is an incredibly addictive sport with social fitness dynamics that build community,” Gonzalez told Athletech News. “It’s a powerful combination I’m passionate about. I’m so excited that our technology allows No Strings Inc to create ownable and uniquely engaging on-court experiences and build branded group formats and events unlike any other club I’ve seen. I know I can bring my expertise to help the team foster authentic culture and scale internationally.”
Padel in the U.S. remains concentrated in Miami, Texas and Southern California, but operators and investors expect significant growth through 2027 and beyond. With participation rising and early markets showing strong retention, No Strings aims to set itself apart through proprietary technology to make playing more accessible, social and competitive. The company recently announced an exclusive partnership with Lucra to embed rewards and peer-to-peer challenges directly into its tech ecosystem.
“Living in Miami, I’ve watched padel explode onto the scene. Once people try it, they’re hooked,” Gonzalez said.
He noted that No Strings’ blend of world-class technology, social energy and community-first experiences taps into the same consumer drivers that helped Barry’s become a category leader.
No Strings co-founders Dov Penzik and Charlie Myers bring deep “eatertainment” and hospitality experience to the venture, having developed and licensed concepts like Bounce, Ace Bounce, Puttshack and Flight Club Darts. They describe Gonzalez as a leader who knows how to shape a consumer journey from first visit to long-term loyalty.
“Joey is a visionary in fitness and lifestyle,” Penzik said, adding that his guidance will be critical as No Strings builds a connected padel community.
No Strings is raising its seed round ahead of opening its first Miami location in 2026, with plans to build a national portfolio of padel clubs that combine elevated play with hospitality-driven design. The founders say the goal is not just to develop courts, but to build destinations shaped by technology and social connection.
