Brand Do!

In the Red Room of Barry’s, you’ll often hear Jess Arrows tell you to “push to failure.” It’s a phrase that might sound intimidating at first—but for Jess, it’s not just a fitness mantra. It’s a life philosophy. A former fashion editor turned fitness instructor, Jess embodies the kind of grit, empathy, and authenticity that keeps clients coming back for more. Her personal brand isn’t crafted—it’s lived. We sat down with Jess to talk about what failure really means, the importance of vulnerability, and how she found power in staying true to herself.

Failure Isn’t the End. It’s the Breakthrough.

“People fear failure,” Jess says. “But failure means you pushed the extra second, the extra rep, the extra effort that you didn’t know you had in you.” For Jess, the moments just before failure—the ones that hurt the most—are the moments that make you better. She applies that same mindset beyond the gym: in work, relationships, and personal growth.

Her own journey is a testament to this. Jess once pivoted into PR when she first moved to Sydney, only to find herself in a toxic environment that dimmed her light. It took stepping away and reconnecting with her editorial roots—working with titles like American Vogue and Australian Vogue—to remember who she was. “That low point brought me back to my happy place. Failure didn’t break me, it rerouted me.”

Building a Brand on Realness, Not Perfection

Jess doesn’t believe in curating a shiny, unattainable image. “My brand is me,” she says. Whether it’s in class or online, what you see is what you get. “I’m raw, I’m honest, and I show up for my clients even outside of the Red Room.” Vulnerability isn’t just part of her method—it is the method. And it works. By opening up, Jess creates a safe space for others to do the same. “I don’t need to show everything online. But what I do share is real. Take it or leave it.”

Her Biggest Inspiration? You.

When Jess needs a push, she turns to the people in front of her—her clients. “You give me 100%, so I hold myself to that standard too,” she says. Watching people show up, drenched in sweat and determination, reminds her why she does what she does. It’s not about six-packs or finishing first—it’s about grit, self-respect, and showing up for yourself when it matters most.

Rewriting the Narrative of Failure

For anyone afraid of failure—of trying something new, stepping into a room full of strangers, or building a name—Jess offers this reminder: “Without failure, you’ll never know your potential. Read that again.”

Her mission is to make failure feel less scary and more like an invitation—to grow, to experiment, to find joy. “You do so much for others all day. This effort? It’s for you.” And if that effort ends in failure? That’s a win, too.

Final Thoughts

Before she was coaching clients to push past their limits, Jess was writing features for Harper’s Bazaar and Elle UK. And while she’s swapped stilettos for sneakers, one thing remains the same—she knows how to tell a powerful story, whether it’s on the page or in the Red Room.

Oh, and one more thing: her last name Arrows? Pretty fitting for someone who’s always aiming higher—and helping the rest of us find our target, too.