Pure Barre - A Business That Burns So Good
Globally, the overall barre industry has grown in the triple digits!
This is not going away, not only from the data but the effective results!
Let’s take a further look into this established fitness routine as a business!
What is barre?
A ballet inspired workout method focusing on isometric strength training, small reps with a small range of motion. Barre is about strengthening muscles through isometric-based movements and holds, followed by guided stretches. A real barre class maximizes flexibility as well as your body's endurance and strength.
I asked a Pure Barre multi-franchise owner what she likes best about Pure Barre:
“The most important thing to me is that Pure Barre is safe and effective for your body! Throughout many different stages in my life (to being extremely active, throwing out my back, and then surgery), I have been able to safely use Pure Barre to help me maintain my exercise goals. When clients come in, no matter what they are going through, we are able to provide safe modifications, so they can still work out and feel empowered!” - Kelsey Scott Perin
The barre technique is not new!
It has been around since 1959 in London by Lotte Berk, a professional German ballerina, and then brought to Manhattan in 1971. Pure Barre has been in business since 2001, franchising for 10 years and has become a nationally known brand name with over 400 units. Successful to say the least!
Pure Barre’s Story:
Pure Barre is the largest, most established barre franchise in the nation, with more than 460 studios throughout the U.S. and Canada, and more studios opening each month. Pure Barre is a total body workout that uses the ballet barre to perform small isometric movements, which burn fat, sculpt muscles and create long, lean physiques.
Pure Barre was founded by dancer, choreographer, and fitness guru Carrie Rezabek Dorr. Carrie opened her first studio in the basement of an office building in Birmingham, MI, in 2001. With no initial clients, staff, signage or even a bathroom, the concept took off as clients were amazed by the results they saw from the workout.
In July of 2009, Pure Barre became a franchise and has exploded in popularity, due to its extremely effective technique (which transforms the shape your body in record-breaking time); friendly, high-energy atmosphere; and fun, motivating music.
Pure Barre is more than just a workout; it’s a lifestyle. At Pure Barre, women share a sense of community in which they are inspired and empowered by each others' fitness and lifestyle goals. In addition to classes, Pure Barre also offers online workouts, equipment and exercise apparel.”
How Popular is Pure Barre? - People Magazine!
What’s new for Pure Barre is now being added to the Xponential brand family.
“Xponential fitness is a curator of some of the best brands across many verticals in the fitness space, including pilates, cycling, stretching and rowing.” What this means in a business sense - full support! This will allow a more powerful marketing system, real estate search and negotiations, website, training, and overall business owner needs. In addition, a member of one of the Xponential brands can purchase a pass to use the other brands! It is a family of brands that work together to create a strong business powerhouse."
Sarah Luna is the President of Pure Barre after taking Club Pilates to level it has reached. Here is an article on Sarah from Authority Magazine: Sarah Luna Article
“At Pure Barre, we actually host an “all hands on deck” meeting once a week to make sure everyone is fully informed and that everyone from the graphic designer to the Chief Branding Officer is receiving the same information directly from me. It helps to diminish “lost in translation” culture.”
Design - The overall space is small & intimate - not overwhelming as many gyms & boutique fitness spaces can feel! Which makes it easy to navigate. They are going through a refresh or V2 as Pure Barre calls it. The new stores are sleek, clean, crisp - no sense of sweat within the greeting area. Nice clothing with a wonderful fresh scent greeted me as I walked in.
“This summer (2019), we will embark on a National Refresh program that will bring a bright, classic look to the 500+ Pure Barre studios across North America! Celebrity designer, Kelly Ellis, inspired the new look and worked hand-in-hand with our Development and Construction team to ensure a concept that was both functional and modern.” - Sara Luna
The workout room is spacious for the class sizes. A very nice feature that seemed a tad strange at first was the carpet! Who puts in carpet - yet I learned it is a microbacterial carpet made for exercise / sweat areas! What makes it nicer than wooden floors is it’s cushion! It felt nice on my feet holding the poses.
Tech - simple & easy to log in since I pre-registered! Good thing too since many classes are waitlisted!
“We are on the verge of launching a brand new member app as well as a fully re-designed website. These two new technologies will set us apart from other barre concepts and help us continue to pave the way for boutique fitness” - Sara Luna
Customer Service - I was greeted by a very friendly staff! They wanted to make sure I was comfortable, knew where everything was & excellent follow up. I have received texts to make sure my experience was a good one, anything they can do to help & offers for purchasing a membership.
Community - I could tell the women in the class had been there multiple times as they knew the routine. I guess for some it could make one feel left-out or ‘that girl’ in the room who doesn’t know what everyone else knows. But what it told me was - loyal followers! The teacher was also extremely helpful in making sure poses were correct, alternate poses for any issues and that any new people knew what was going on.
Monday - Sunday 6am - 9pm
2-3 Sales Reps
7 Instructors / teach 4 classes per week
1500 sq ft
Shared ‘brain trust’ of the presidents of Xponential brands & support of the Xponential group
Full training - initial and ongoing
“Our team has launched a series of robust training and support tools to the franchise system to ensure that our franchise partners have the infrastructure for success! We now offer a three-day Franchise Operations Training and a three-day General Managers Training several times a month to ensure that each studio has the key components necessary for delivering the best Pure Barre experience to their local communities!” - Sara Luna
For more information on the business model please reach out (Email the Franchise Educator) so we can get you connected directly with Pure Barre & not through the website.
“I took over the three Pure Barre's in July - and then when Xpontential took over in October - I immediately felt supported. While it was extremely difficult, buying three businesses and then asking my staff to change direction in our sales approach, I trusted the Xponential staff immediately. While it was a radical change in January, I am finally seeing the success in implementing Xponential's approach to sales. It is so wonderful to have the constant support and I believe our sales team is the best of the best. “ - Kelsey Scott Perin / Pure Barre Multi-Unit Franchisee
If you would like to look further into the Pure Barre as a possible business venture please reach out & schedule a casual call:
I am an independent franchise consultant / The Franchise Educator. Having been in the franchise industry for a decade from an owner to now a consultant - I enjoy helping people understand what franchising is all about. It is not a fit for everyone but like anything, it does have it’s benefits!
As best I can, I try to experience the brands to get a first hand look, feel, touch, interviewing, deeper dive into an all-around perspective. Anything written is my experience, review and provided information from the brand - not initiated or paid by the brand.
My job is to help clients find the right franchise for them based on their search criteria, experience, location, capital to invest and interest. My services are paid by the franchisors, similar to a headhunter. An introduction to a franchisor form our firm is taken more seriously than an internet submission. To schedule a casual call use this link:
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