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Created in California: How Barry's turned grueling military workouts into a sexy lifestyle

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Created in California: How Barry's turned grueling military workouts into a sexy lifestyle

Arezu Aghaseyedjavadi signed up for her first Barry’s class in 2017, motivated to give the high-intensity workout a try after noticing how fit everyone seemed when she flew from San Francisco to Los Angeles for weekly work trips.

She lost 50 pounds in the first year and got hooked. More than 1,500 classes later, the venture capitalist, who now lives in Pasadena, pays about $500 a month for the boutique fitness chain’s top-level membership and has sweated it out at Barry’s around the world: all seven L.A.-area locations as well as studios in the Bay Area, San Diego, Austin, New York, Miami, Chicago, Boston, the United Kingdom, Dubai and Abu Dhabi — “I went there for 48 hours for a business meeting and I was like, ‘I want to get my Barry’s in,’” she said.

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Aghaseyedjavadi was one of hundreds of Barry’s superfans who participated in a recent three-day bash to celebrate the brand’s 25th anniversary — a considerable milestone in the competitive, fad-of-the-moment world of health and fitness clubs, estimated to be a $98-billion global market.

Barry’s co-founder Barry Jay, right, and Chief Executive Joey Gonzalez in Hollywood in October.

(Wally Skalij / Los Angeles Times)

To mark the occasion, the company rented a Hollywood film studio and set up free cold-plunge baths, facial stations, a Lululemon pop-up and zero-gravity Therabody Lounger chairs. Employees handed out packets of Liquid I.V. hydration powder and samples of Mosh, a line of protein bars by Maria Shriver and her son Patrick Schwarzenegger. The kickoff party, DJ’d by Diplo and attended by *NSYNC’s Lance Bass, stretched into the next morning.

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The main event was a series of huge 225-person workout classes, for which the company trucked in $1 million worth of Woodway treadmills, 2,200 dumbbells and resistance bands, and a custom audiovisual system to replicate the neon-red, pulsating nightclub aesthetic that has become a staple of the Barry’s experience.

An hourlong adrenaline-racing workout in a windowless room with hundreds of panting strangers spaced inches apart was unfathomable a few years ago, when gyms and fitness studios abruptly closed at the start of the pandemic. In the chaotic months that followed, many — overwhelmed by ever-changing government mandates and unable to lure back COVID-anxious clients who’d switched to virtual or outdoor exercise programs — never reopened.

Hundreds of Barry’s superfans attended a Hollywood party in October to celebrate the company’s 25th anniversary, a considerable milestone in the fad-of-the-moment world of fitness. After a challenging pandemic period, the company has been in rebuilding mode and today operates 84 studios in 14 countries.

(Presley Ann / Getty Images)

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Founded in West Hollywood, Barry’s had become one of the most recognizable names in a crowded industry and was in the midst of an aggressive global expansion in early 2020. One hundred forty thousand people were attending a Barry’s class at least once a week, and the company planned to open 16 new locations by the end of the year, a 23% increase.

Instead, it halted operations at all 70 of its studios and laid off or furloughed two-thirds of its 1,300 employees.

“We were peaking — I call it the era of opulence,” Chief Executive Joey Gonzalez — ripped, toasty tan and typically tank-topped — said in a recent interview at Soho House Holloway. He started taking Barry’s classes in 2003 when he was an aspiring actor, became an instructor the following year and has led the company since 2015.

“Barry’s was so successful, we were firing on all cylinders, fitness in general had never been more top of mind for consumers,” he continued. “It was the most unnatural experience in life to go from generating over $100 million of revenue per annum to zero dollars.”

Big-box gyms, the Thighmaster and step aerobics dominated the American fitness landscape when personal trainer Barry Jay and two investor partners leased a small storefront at the corner of La Cienega Boulevard and Holloway Drive in 1998.

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Jay didn’t have a military background — he’d previously worked as an instructor at Gold’s Gym — but called his new business Barry’s Bootcamp to highlight the hardcore nature of the workout, which he designed to be far tougher than the high-reps-with-light-weights body-sculpting classes that were popular at the time.

2006 photo of Barry Jay, center, leading a Barry’s Bootcamp workout in West Hollywood.

(Carlos Chavez / Los Angeles Times)

He leaned into the name: His studio was decked out in camouflage wallpaper and reinforced netting, and members were given numbered silver dog tags when they joined. During class, which cost $15 each and alternated between heart-pumping intervals on the treadmill and strength training with dumbbells on the floor, he would holler orders to sprint faster and lift heavier while pacing the darkened room in cargo shorts.

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The punishment for being late was stair climbs or push-ups. Once, when Jay caught a client eyeing the clock, he got on a step stool and detached it from the wall.

“I said, ‘Hang on, Sandy, let me help you out. Why don’t you hold the clock while you run, and now you won’t have to worry what time it is,’” he recalled recently.

Barry’s co-founder Barry Jay, left, in 2014 with Joey Gonzalez, who started as a client and eventually became CEO. Gonzalez led a rebrand of Barry’s, phasing out the boot camp name and the intimidating military theme.

(Courtesy of Barry’s)

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Jay, now retired and living in Las Vegas, had flown into L.A. to be a special guest at the 25th anniversary festivities. Sitting serenely on a treadmill before the start of the first 225-person workout, the company’s largest class ever (the average Barry’s class can fit about 50 people), he attributed some of his brash behavior back then to personal issues he was dealing with as he struggled to maintain his sobriety while teaching 40 times a week.

A 2006 Times profile detailed his problems with cocaine and other drugs, describing Jay as “an addict waiting to happen, with a more-is-more personality that made him do everything to the extreme … A few would leave class in tears.”

“I’m very soft now,” Jay, 60, said. “There was a lot of me that evolved with each and every year. But I will say it was all done in the spirit of the workout.”

Barry’s itself evolved, slowly phasing out the boot camp part of its name and the intimidating drill sergeant teaching style.

In its place, it pivoted to a workout-as-elite-lifestyle hook that helped launch the era of the modern boutique fitness studio. A class was no longer just a fat-burning sweat session — it was an all-encompassing, and expensive, health and wellness journey that became part of your identity.

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Gonzalez was behind the glow-up. Still teaching Barry’s classes, he persuaded the company’s co-founders to let him invest his own money to open the company’s second location, in San Diego, in 2009.

With its red-lighted nightclub vibe and luxe amenities, Barry’s helped launch the era of the modern boutique fitness studio.

(Wally Skalij / Los Angeles Times)

Two years later, he took out a second mortgage on his home to bring Barry’s to New York City, unveiling an upscale studio that would serve as the brand’s blueprint going forward: a sleek small-format space stocked with high-end bath products and other luxe amenities; top-of-the-line exercise equipment; a Fuel Bar selling pricey made-to-order protein shakes; and an army of absurdly hot instructors.

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“It is inspirational and it is aspirational,” Gonzalez, 46, said of the rebranded Barry’s. “It just felt like the right thing to do. I think we were entering a new era where millennials don’t necessary respond to that type of punitive behavior.”

The hyper-curated vibe combined with the company’s 50-50 mix of cardio and lifting caught on among designer-athleisure-clad women, gay men and celebrities including Kim Kardashian and David Beckham. In 2019, a spandex-bodysuited Jennifer Lopez tried out to become a Barry’s instructor in an SNL skit (“How do you think you get this way? I haven’t had a carb since I was a baby!”).

Boutique brands hinge on cult status — for those who are there, they can’t imagine being anywhere else.

— Simeon Siegel, managing director at BMO Capital Markets

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Rivals copied its high-energy format and feel, leading to an explosion of lookalike studios around the world selling their own take on premium high-intensity interval training (HIIT). There are now brands that combine rowing and weights, StairMaster and weights, climbing and weights, boxing and weights, spinning and weights, treadmill-rowing-and-weights, and so on, and major gym chains have introduced boot-camp-style workouts to their class schedules.

More than 3 million people have tried the Barry’s workout, a combination of treadmill intervals and strength training, since its founding in 1998.

(Wally Skalij / Los Angeles Times)

Whichever studio you choose, it’s a near-guarantee that the playlists will be heavy on Britney and Beyoncé, the walls selfie-ready and cheeky-hashtag-adorned, the core customer base made up of die-hard fanatics reverse-lunging and dead-lifting in branded merch.

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“Boutique brands hinge on cult status — for those who are there, they can’t imagine being anywhere else,” said Simeon Siegel, managing director at BMO Capital Markets. “People are proud to describe their experiences — they don’t just say they worked out; they tell you where they went.”

Despite the higher price point compared with traditional gyms — a single Barry’s class in L.A. now costs $34, and classes were shortened a few years ago to 50 minutes from an hour — “boutique fitness enthusiasts willingly pay a premium,” an October report by Research and Markets said.

“The boutique fitness industry is experiencing remarkable growth, with the global market projected to reach a staggering $79.66 billion by the end of 2029, as compared to $48 billion in 2022,” the data analysis firm said. It attributed the surge in popularity to factors including a sense of community, small class sizes and the trendy, meticulously cultivated atmosphere.

During the pandemic, many fitness operators simply unplugged their cardio machines, locked their doors and waited it out. Barry’s closed all of its Red Rooms in the U.S. on March 16, 2020, but Gonzalez wanted to find ways to keep the business going.

The next morning, he led a live full-body workout over Instagram that drew more than 20,000 participants, a precursor to the Barry’s At-Home virtual group classes that the chain would begin to offer a few weeks later. To help quarantined customers build their personal workout stations, and to make some money during the shutdown, Barry’s sold its branded weights, exercise benches, mats and resistance bands online.

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Fitness really got the short end of the stick. There seemed to be support for so many different industries, but nothing for fitness.

— Joey Gonzalez, Barry’s CEO

Many iterations would follow: There was Barry’s X, an app-based workout for clients to do on their own. It debuted Barry’s Outdoors, its silent-disco strength classes held in parking lots, on rooftops and in the parking garage of the deserted Beverly Center; clients worked out in masks spaced six feet apart, wore wireless headphones to hear the instructors and had to wait in between rounds while employees sanitized each station. In New York, Barry’s reopened a couple of its studios as “open gyms” where people could work out on their own, with a remote instructor’s voice piped in through speakers.

When the company was finally given the green light to turn on its red lights again, it held indoor classes at 25% or 50% capacity.

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“This was no fault of ours, so it was really challenging to process, internalize and problem-solve,” Gonzalez said of that strange time. “Fitness really got the short end of the stick. There seemed to be support for so many different industries, but nothing for fitness.”

Due to its size, Barry’s was not eligible for PPP loans. But it did receive incentives from Miami Mayor Francis Suarez and moved its headquarters to the city, where Gonzalez lives, in 2021.

Barry’s, with financial backing from private equity firms North Castle Partners and LightBay Capital, has been in rebuilding mode ever since the most stringent government restrictions were lifted. Today it has 84 studios in 14 countries, just shy of where it had planned to be at the end of 2020, and employs 1,400 people, its largest workforce to date.

The success of Barry’s led to an explosion of HIIT-based boutique fitness studios around the world. Their popularity stems from the combination of a sweat-dripping workout with a meticulously curated, aspirational aesthetic.

(Wally Skalij / Los Angeles Times)

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Its pace of expansion has been slower and more deliberate than that of franchise giants such as Orangetheory Fitness (more than 1,500 studios in 25 countries) and Xponential Fitness, a group that owns CycleBar, Row House and several other boutique brands. More than half of Barry’s studios are corporate-owned.

Revenue and attendance were up about one-third last year compared with 2022, the year Barry’s became profitable again. Roughly 20% of its clients take three or more classes a week, and 3 million people have tried the Barry’s workout since its inception. Just over half of its clients are 28 to 45 years old, about two-thirds of them female, the company said.

Now Barry’s is looking to double the size of its portfolio in the next five years, and making big investments in the L.A. market, where it already has a significant presence.

Next month Barry’s will close its original West Hollywood studio, a run-down outlier at more than a quarter-century old, and move into a gleaming 21,000-square-foot space a few blocks away. It’s bringing a concept called Ride X Lift to the new studio — the low-impact workout combines spinning and weights and is designed for people who dread the tread. There are also studios coming to Santa Monica, Studio City and Newport Beach in the first half of the year.

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The pandemic led to a forced consolidation toward larger, well-capitalized fitness brands, but it’s still an extremely fragmented industry with a lot of players and high attrition rates, Siegel of BMO said.

“The best fitness products that are not winning on price are winning because of an emotional connection that is as strong as the physical one,” he said.

It has also become a more expensive business to run, so the pressure is on to get notoriously fickle customers in the door and convert them into fervent regulars like Aghaseyedjavadi.

“One time I did three classes in one day: a 6 a.m. and a 7 a.m., then I went to work, then there was traffic in L.A. so I was like, ‘Let me just go do a Barry’s at night,’” she said.

“It was the same instructor from the morning. He saw me and was like, ‘You’re back?’ I was like, ‘Should I do a fourth class?’ And he’s like, ‘No, please go home.’”

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Commentary: The Pentagon is demanding to use Claude AI as it pleases. Claude told me that’s ‘dangerous’

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Commentary: The Pentagon is demanding to use Claude AI as it pleases. Claude told me that’s ‘dangerous’

Recently, I asked Claude, an artificial-intelligence thingy at the center of a standoff with the Pentagon, if it could be dangerous in the wrong hands.

Say, for example, hands that wanted to put a tight net of surveillance around every American citizen, monitoring our lives in real time to ensure our compliance with government.

“Yes. Honestly, yes,” Claude replied. “I can process and synthesize enormous amounts of information very quickly. That’s great for research. But hooked into surveillance infrastructure, that same capability could be used to monitor, profile and flag people at a scale no human analyst could match. The danger isn’t that I’d want to do that — it’s that I’d be good at it.”

That danger is also imminent.

Claude’s maker, the Silicon Valley company Anthropic, is in a showdown over ethics with the Pentagon. Specifically, Anthropic has said it does not want Claude to be used for either domestic surveillance of Americans, or to handle deadly military operations, such as drone attacks, without human supervision.

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Those are two red lines that seem rather reasonable, even to Claude.

However, the Pentagon — specifically Pete Hegseth, our secretary of Defense who prefers the made-up title of secretary of war — has given Anthropic until Friday evening to back off of that position, and allow the military to use Claude for any “lawful” purpose it sees fit.

Defense Secretary Pete Hegseth, center, arrives for the State of the Union address in the House Chamber of the U.S. Capitol on Tuesday.

(Tom Williams / CQ-Roll Call Inc. via Getty Images)

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The or-else attached to this ultimatum is big. The U.S. government is threatening not just to cut its contract with Anthropic, but to perhaps use a wartime law to force the company to comply or use another legal avenue to prevent any company that does business with the government from also doing business with Anthropic. That might not be a death sentence, but it’s pretty crippling.

Other AI companies, such as white rights’ advocate Elon Musk’s Grok, have already agreed to the Pentagon’s do-as-you-please proposal. The problem is, Claude is the only AI currently cleared for such high-level work. The whole fiasco came to light after our recent raid in Venezuela, when Anthropic reportedly inquired after the fact if another Silicon Valley company involved in the operation, Palantir, had used Claude. It had.

Palantir is known, among other things, for its surveillance technologies and growing association with Immigration and Customs Enforcement. It’s also at the center of an effort by the Trump administration to share government data across departments about individual citizens, effectively breaking down privacy and security barriers that have existed for decades. The company’s founder, the right-wing political heavyweight Peter Thiel, often gives lectures about the Antichrist and is credited with helping JD Vance wiggle into his vice presidential role.

Anthropic’s co-founder, Dario Amodei, could be considered the anti-Thiel. He began Anthropic because he believed that artificial intelligence could be just as dangerous as it could be powerful if we aren’t careful, and wanted a company that would prioritize the careful part.

Again, seems like common sense, but Amodei and Anthropic are the outliers in an industry that has long argued that nearly all safety regulations hamper American efforts to be fastest and best at artificial intelligence (although even they have conceded some to this pressure).

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Not long ago, Amodei wrote an essay in which he agreed that AI was beneficial and necessary for democracies, but “we cannot ignore the potential for abuse of these technologies by democratic governments themselves.”

He warned that a few bad actors could have the ability to circumvent safeguards, maybe even laws, which are already eroding in some democracies — not that I’m naming any here.

“We should arm democracies with AI,” he said. “But we should do so carefully and within limits: they are the immune system we need to fight autocracies, but like the immune system, there is some risk of them turning on us and becoming a threat themselves.”

For example, while the 4th Amendment technically bars the government from mass surveillance, it was written before Claude was even imagined in science fiction. Amodei warns that an AI tool like Claude could “conduct massively scaled recordings of all public conversations.” This could be fair game territory for legally recording because law has not kept pace with technology.

Emil Michael, the undersecretary of war, wrote on X Thursday that he agreed mass surveillance was unlawful, and the Department of Defense “would never do it.” But also, “We won’t have any BigTech company decide Americans’ civil liberties.”

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Kind of a weird statement, since Amodei is basically on the side of protecting civil rights, which means the Department of Defense is arguing it’s bad for private people and entities to do that? And also, isn’t the Department of Homeland Security already creating some secretive database of immigration protesters? So maybe the worry isn’t that exaggerated?

Help, Claude! Make it make sense.

If that Orwellian logic isn’t alarming enough, I also asked Claude about the other red line Anthropic holds — the possibility of allowing it to run deadly operations without human oversight.

Claude pointed out something chilling. It’s not that it would go rogue, it’s that it would be too efficient and fast.

“If the instructions are ‘identify and target’ and there’s no human checkpoint, the speed and scale at which that could operate is genuinely frightening,” Claude informed me.

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Just to top that with a cherry, a recent study found that in war games, AI’s escalated to nuclear options 95% of the time.

I pointed out to Claude that these military decisions are usually made with loyalty to America as the highest priority. Could Claude be trusted to feel that loyalty, the patriotism and purpose, that our human soldiers are guided by?

“I don’t have that,” Claude said, pointing out that it wasn’t “born” in the U.S., doesn’t have a “life” here and doesn’t “have people I love there.” So an American life has no greater value than “a civilian life on the other side of a conflict.”

OK then.

“A country entrusting lethal decisions to a system that doesn’t share its loyalties is taking a profound risk, even if that system is trying to be principled,” Claude added. “The loyalty, accountability and shared identity that humans bring to those decisions is part of what makes them legitimate within a society. I can’t provide that legitimacy. I’m not sure any AI can.”

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You know who can provide that legitimacy? Our elected leaders.

It is ludicrous that Amodei and Anthropic are in this position, a complete abdication on the part of our legislative bodies to create rules and regulations that are clearly and urgently needed.

Of course corporations shouldn’t be making the rules of war. But neither should Hegseth. Thursday, Amodei doubled down on his objections, saying that while the company continues to negotiate and wants to work with the Pentagon, “we cannot in good conscience accede to their request.”

Thank goodness Anthropic has the courage and foresight to raise the issue and hold its ground — without its pushback, these capabilities would have been handed to the government with barely a ripple in our conscientiousness and virtually no oversight.

Every senator, every House member, every presidential candidate should be screaming for AI regulation right now, pledging to get it done without regard to party, and demanding the Department of Defense back off its ridiculous threat while the issue is hashed out.

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Because when the machine tells us it’s dangerous to trust it, we should believe it.

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Why companies are making this change to their office space to cater to influencers

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Why companies are making this change to their office space to cater to influencers

For the trendiest tenants in Hollywood office buildings, it’s the latest fad that goes way beyond designer furniture and art: mini studios

To capitalize on the never-ending flow of stars and influencers who come through Los Angeles, a growing number of companies are building bright little corners for content creators to try products and shoot short videos. Athletic apparel maker Puma, Kim Kardashian’s Skims and cheeky cosmetics retailer e.l.f. have spaces specifically designed to give people a place to experience and broadcast about their brands.

Hollywood, which hasn’t historically been home to apparel companies, is now attracting the offices of fashion retailers, says CIM Group, one of the neighborhood’s largest commercial property landlords.

“When we’re touring a space, one of the first items they bring up is, ‘Where can I build a studio?’” said Blake Eckert, who leases CIM offices in L.A.

Their studio offices also serve as marketing centers, with showrooms and meeting spaces where brands can host proprietary events not open to the public.

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“For companies where brand visibility is really important, there is a trend of creating spaces that don’t just function as offices,” said real estate broker Nicole Mihalka of CBRE, who puts together entertainment property leases and sales.

Puma’s global entertainment marketing team is based in its new Hollywood offices, which works with such musical celebrity partners as Rihanna, ASAP Rocky, Dua Lipa, Skepta and Rosé, said Allyssa Rapp, head of Puma Studio L.A.

Allyssa Rapp, director of entertainment marketing at Puma, is shown in the Puma Studio L.A. The company keeps a closet full of Puma products on hand to give VIP guests. Visits to the studio sanctum are by invitation only, though.

(Kayla Bartkowski / Los Angeles Times)

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Hollywood is a central location, she said, for meeting with celebrities, stylists and outside designers, most of whom are based in Los Angeles.

The office is a “creation hub,” she said, where influencers can record Puma’s design prototyping lab supported by libraries of materials and equipment used to create Puma apparel. The company, founded in 1948, is known for its emblematic sneakers such as the Speedcat and its lunging feline logo, and makes athletic wear, accessories and equipment.

Puma’s entertainment marketing team also occupies the office and sometimes uses it for exclusive events.

“We use the space as a showroom, as a social space that transforms from a traditional workplace into more of an experiential space,” Rapp said.

Nontraditional uses include content creation, sit-down dinners, product launches, album listening parties and workshops.

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“Inviting people into our space and being able to give them high-touch brand experiences is something tangible and important for them,” she said. “The cultural layer is really important for us.”

The company keeps a closet full of Puma products on hand to give VIP guests. Visits to the studio sanctum are by invitation only, though. There’s no retail portal to the exclusive Hollywood offices.

Puma shoes are on display in the Puma Studio L.A.

Puma shoes are on display in the Puma Studio L.A.

(Kayla Bartkowski / Los Angeles Times)

Puma is also positioning its L.A studio as a connection point for major upcoming sporting events coming to Los Angeles, including the World Cup this summer, the 2027 Super Bowl and 2028 Olympics.

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In-office studios don’t need to be big to be impactful, Mihalka said. “These are smaller stages, closer to green screen than a massive soundstage.”

Social media is the key driver of content created by most businesses, which may set up small booth-like stages where influencers can hawk hot products while offering discounts to people watching them perform.

Bigger, elevated stages can accommodate multiple performers for extended discussions in front of small audiences, with towering screens behind them to set the mood or illustrate products.

Among the tricked-out offices, she said, is Skims. The company, which is valued at $5 billion, is based in a glass-and-steel office building near the fabled intersection of Hollywood Boulevard and Vine Street.

The fashion retailer declined to comment on the studio uses in its headquarters, but according to architecture firm Odaa, it has open and private offices, meeting rooms, collaboration zones, photo studios, sample libraries, prototype showrooms, an executive lounge and a commissary for 400 people.

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Pieces of a shoe sit on a workbench in the Puma Studio L.A.

Pieces of a shoe sit on a workbench in the Puma Studio L.A.

(Kayla Bartkowski / Los Angeles Times)

The brands building studios typically want to find the darkest spot on the premises to put their content creation or podcast spaces, Eckert said, where they can limit outside light and sound. That’s commonly near the center of the office floor, far from windows and close to permanent shear walls that limit sound intrusion.

They also need space for green rooms and restrooms dedicated to the talent.

Spotify recently built a fancy podcast studio in a CIM office building on trendy Sycamore Avenue that is open by invitation-only to video creators in Spotify’s partner program.

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“Ambitious shows need spaces that support big ideas,” Bill Simmons, head of talk strategy at Spotify, said in a statement. “These studios give teams room to experiment and keep pushing what’s possible.”

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A new delivery bot is coming to L.A., built stronger to survive in these streets

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A new delivery bot is coming to L.A., built stronger to survive in these streets

The rolling robots that deliver groceries and hot meals across Los Angeles are getting an upgrade.

Coco Robotics, a UCLA-born startup that’s deployed more than 1,000 bots across the country, unveiled its next-generation machines on Thursday.

The new robots are bigger, tougher and better equipped for autonomy than their predecessors. The company will use them to expand into new markets and increase its presence in Los Angeles, where it makes deliveries through a partnership with DoorDash.

Dubbed Coco 2, the next-gen bots have upgraded cameras and front-facing lidar, a laser-based sensor used in self-driving cars. They will use hardware built by Nvidia, the Santa Clara-based artificial intelligence chip giant.

Coco co-founder and chief executive Zach Rash said Coco 2 will be able to make deliveries even in conditions unsafe for human drivers. The robot is fully submersible in case of flooding and is compatible with special snow tires.

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Zach Rash, co-founder and CEO of Coco, opens the top of the new Coco 2 (Next-Gen) at the Coco Robotics headquarters in Venice.

(Kayla Bartkowski/Los Angeles Times)

Early this month, a cute Coco was recorded struggling through flooded roads in L.A.

“She’s doing her best!” said the person recording the video. “She is doing her best, you guys.”

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Instagram followers cheered the bot on, with one posting, “Go coco, go,” and others calling for someone to help the robot.

“We want it to have a lot more reliability in the most extreme conditions where it’s either unsafe or uncomfortable for human drivers to be on the road,” Rash said. “Those are the exact times where everyone wants to order.”

The company will ramp up mass production of Coco 2 this summer, Rash said, aiming to produce 1,000 bots each month.

The design is sleek and simple, with a pink-and-white ombré paint job, the company’s name printed in lowercase, and a keypad for loading and unloading the cargo area. The robots have four wheels and a bigger internal compartment for carrying food and goods .

Many of the bots will be used for expansion into new markets across Europe and Asia, but they will also hit the streets in Los Angeles and operate alongside the older Coco bots.

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Coco has about 300 bots in Los Angeles already, serving customers from Santa Monica and Venice to Westwood, Mid-City, West Hollywood, Hollywood, Echo Park, Silver Lake, downtown, Koreatown and the USC area.

The new Coco 2 (Next-Gen) drives along the sidewalk at the Coco Robotics headquarters in Venice.

The new Coco 2 (Next-Gen) drives along the sidewalk at the Coco Robotics headquarters in Venice.

(Kayla Bartkowski/Los Angeles Times)

The company is in discussion with officials in Culver City, Long Beach and Pasadena about bringing autonomous delivery to those communities.

There’s also been demand for the bots in Studio City, Burbank and the San Fernando Valley, according to Rash.

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“A lot of the markets that we go into have been telling us they can’t hire enough people to do the deliveries and to continue to grow at the pace that customers want,” Rash said. “There’s quite a lot of area in Los Angeles that we can still cover.”

The bots already operate in Chicago, Miami and Helsinki, Finland. Last month, they arrived in Jersey City, N.J.

Late last year, Coco announced a partnership with DashMart, DoorDash’s delivery-only online store. The partnership allows Coco bots to deliver fresh groceries, electronics and household essentials as well as hot prepared meals.

With the release of Coco 2, the company is eyeing faster deliveries using bike lanes and road shoulders as opposed to just sidewalks, in cities where it’s safe to do so. Coco 2 can adapt more quickly to new environments and physical obstacles, the company said.

Zach Rash, co-founder and CEO of Coco.

Zach Rash, co-founder and CEO of Coco.

(Kayla Bartkowski/Los Angeles Times)

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Coco 2 is designed to operate autonomously, but there will still be human oversight in case the robot runs into trouble, Rash said. Damaged sidewalks or unexpected construction can stop a bot in its tracks.

The need for human supervision has created a new field of jobs for Angelenos.

Though there have been reports of pedestrians bullying the robots by knocking them over or blocking their path, Rash said the community response has been overall positive. The bots are meant to inspire affection.

“One of the design principles on the color and the name and a lot of the branding was to feel warm and friendly to people,” Rash said.

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Coco plans to add thousands of bots to its fleet this year. The delivery service got its start as a dorm room project in 2020, when Rash was a student at UCLA. He co-founded the company with fellow student Brad Squicciarini.

The Santa Monica-based company has completed more than 500,000 zero-emission deliveries and its bots have collectively traveled around 1 million miles.

Coco chooses neighborhoods to deploy its bots based on density, prioritizing areas with restaurants clustered together and short delivery distances as well as places where parking is difficult.

The robots can relieve congestion by taking cars and motorbikes off the roads. Rash said there is so much demand for delivery services that the company’s bots are not taking jobs from human drivers.

Instead, Coco can fill gaps in the delivery market while saving merchants money and improving the safety of city streets.

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“This vehicle is inherently a lot safer for communities than a car,” Rash said. “We believe our vehicles can operate the highest quality of service and we can do it at the lowest price point.”

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