Barry's picking Midtown for their second Atlanta location makes total sense when you look at the neighborhood. You've got Georgia Tech right there, plus all those residential towers full of people who probably want a premium fitness experience within walking distance.
The 1105 West Peachtree development is turning into quite the destination. You've already got Google's Atlanta office, the Epicurean hotel, and several restaurants. Adding Barry's just makes the whole mixed-use concept work better for people living and working in the area.
General manager Mo Fitzpatrick called the location obvious given the proximity to Tech and residential, which shows they actually thought about the market instead of just throwing a pin in a map. That Red Room experience with the cinematic lighting and high-intensity training should fit right in with Midtown's vibe.