President Katelyn DiGiorgio Shares How the Boutique Fitness Brand Has Stood the Test of Time
When a franchise concept captures the zeitgeist, there’s no stopping the momentum.
A brilliant idea, coupled with a solid business plan and strategic marketing, can spell success for those willing to take the risk.
But once there, how do you keep your brand relevant and thriving?
Considering how many franchises open each year, there are some sobering statistics on their survival rate.
According to the U.S. Bureau of Labor Statistics, 20% of new businesses fail within two years; just 25% make it to 15 years or more.
And in a competitive and ever-evolving industry like fitness, those numbers are even more daunting.
Pure Barre is among that rare 25%.
The brand, celebrating its 24th anniversary, is not just surviving but thriving. With over 600 studios across the U.S., the company is now expanding internationally, recently announcing the first Pure Barre studios in Japan and Mexico.
So how does Pure Barre do it?
By continuously innovating while staying true to the core mission of empowering communities beyond the barre, says President Katelyn DiGiorgio.
“Pure Barre has proven that longevity in business is built on adaptation, relevance, and a commitment to core values,” says DiGiorgio.
Turning Clients into Franchise Owners
Founded in 2001, Pure Barre is a low-impact workout that offers five signature class formats, including introductory, classic barre, interval training, resistance training, and restorative stretching.
What made it resonate with fitness fans initially – and still does today with new generations – is that classes are attractive to all ages and abilities; membership is affordable, and all you need to work out are a pair of grip socks, water, and a towel.
The experience from franchise to franchise is tailored to be consistent, so clients on vacation or visiting another city for work, for example, can seamlessly jump into a class. But Pure Barre is always upping the ante.
“The Pure Barre member experience in-studio is ever-changing with consistent updates to our class choreography and music, as well as the introduction of new classes and programming,” notes DiGiorgio.
The equation is so powerful – and often life-changing – for members that many have become franchise owners themselves, saying they were attracted by the potential to create a community around shared fitness goals. The company offers robust assistance, from help in finding a location to training your team to getting the word out that you’ve opened for business.
Not to mention the company’s strong track record of success: It is consistently ranked in Entrepreneur Magazine’s Franchise 500 List each year.
As DiGiorgio noted, Pure Barre doesn’t rest on its laurels; the company is always looking ahead, embracing new fitness trends. To wit, Pure Barre is now offered on demand (through Xponential Fitness, Pure Barre parent company). And that is great news for franchise owner Elizabeth (Liz) Roberts.
“What excites me most about my future with Pure Barre, is where we’re going to go. It’s really exciting to still be a pioneering industry,” Roberts noted. “We have a lot we can change in people’s lives by bringing our workout to them.”
How Pure Barre Stays Competitive
Pure Barre President Katelyn DiGiorgio (above) offered insights for owners/marketers of long-time brands:
- Continue to adapt: Staying fresh means embracing the current trends and listening to what your customer wants and needs. This past year, Pure Barre rolled out new challenges and class formats — Pure Barre Align and Pure Barre Define — to meet the growing demand for more strength training and mobility-enhancing exercises.
Pure Barre Align’s early success, combined with Pure Barre Define’s rapid growth with 80% peak utilization, a 15% increase in same-store sales, and a 130% rise in class offerings, has played a key role in driving member engagement and strong performance across the franchise system. - Get involved: Pure Barre is invested in the communities it serves and gets members involved by partnering with organizations such as The American Cancer Society and Go Red for Women. More than the dollars raised, the campaigns bring members together to share stories of how their Pure Barre community supported them through their health journeys.
- Be experiential: Look for ways to retain customer loyalty and attract new ones by thinking outside the box. Pure Barre took fitness out of the gym with its inaugural seven-day Pure Barre at Sea retreat aboard a Princess cruise, combining a unique travel experience with wellness.
For more information, visit Pure Barre‘s franchise website.
