A few years ago, Adam Shane was helping build Barry’s into one of the most recognizable fitness brands in the world. Now, he’s taking a different kind of bet: turning a South Florida yoga concept into a serious player in New York’s crowded wellness scene.
That shift became official this week, as Shane announced a $5.5 million capital raise to bring Florida-born infrared fitness brand Yoga Joint into Manhattan and Brooklyn.
The move might feel familiar, as it’s yet another example of a homegrown concept testing whether it can travel – and scale – beyond the Sunshine State, following in the footsteps of Orangetheory, Zumba, and more.
Yoga Joint, founded in 2010 by Fort Lauderdale-based Paige Held, has built a loyal following across Florida, with 17 studios and a format that blends heated vinyasa yoga with high-intensity strength training. The use of infrared heat sets it apart, tapping into a growing niche within boutique fitness.
Managing Director Shane, who spent more than a decade as Chief Development Officer and EVP of Operations at Barry’s, saw something in that model.
Adam Shane, Owner and Managing Director of Yoga Joint
“This raise is about far more than capital, it’s about assembling the right partners to build something enduring in one of the most competitive fitness markets in the world,” Shane said in the company’s press release.
“We’ve brought together operators, investors, and brand builders who understand how to scale premium fitness concepts,” he continued. “With this team and this funding, we’re positioned to execute quickly and thoughtfully as we introduce Yoga Joint to New York.”
The investor group reflects that focus, with backing from executives tied to brands like Crunch Fitness, Barry’s, SLT, and Equinox.
“Adam’s vision goes far beyond opening studios – he knows how to build brands that people want to be part of,” shared Brent Leffel, managing partner at Port Street Ventures, which led the fundraise.
“He’s a proven operator with deep experience scaling high-growth fitness businesses, but what really differentiates him is his people-first mindset,” Leffel added. “He builds strong teams, cultivates culture, and delivers experiences that keep communities coming back. That’s why he’s the right leader to bring Yoga Joint to New York.”
The plan is to open two locations in fall 2026 before expanding to more than 15 studios across New York and nearby markets by 2030.
It’s an ambitious rollout in a city where fitness trends move fast. But Shane isn’t starting from scratch. His track record, combined with a carefully selected investor group, suggests this is a calculated push.
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I am a Miami-based technology researcher and writer with a passion for sharing stories about the South Florida tech ecosystem. I particularly enjoy learning about GovTech startups, cutting-edge applications of artificial intelligence, and innovators that leverage technology to transform society for the better. Always open for pitches via Twitter @rileywk or www.RileyKaminer.com.
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