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- 4. Financials • Gross Revenue – 2010: $53,000 – 2011: $285,000 – 2012: $802,000 – 2013: $1,230,000
- 5. History 2009
- 6. History 2009 2010 First space in Chicago River North
- 7. History 2009 Started a national franchising program 20132010
- 9. Live by the Barre Code • Workout Variety • New routines, props, music, lighting • Mantra
- 10. Competition
- 11. Prediction • Still in the beginning stages • As long as the barre trend continues
Editor's Notes
- So for those of you who don’t know what barre is: Barre (B A R R E) is a type of workout that incorporates aspects of yoga, pilates, ballet, and aerobics with twists on all of them. So the Barre Code is studio for barre classes. They are generally 50-60 minutes long and they offer different varieties.
- Each studio also has a little store inside, which sells things like workout clothes. Mostly shirts, leggings, sports bras, and sock. Things with the Barre Code or other sayings.
- In 2010, with only one studio their gross revenue was $53,000. And steadily increased over the next few years as they added additional studios. I would assume this trend continued but unfortunately I couldn’t find financial information past 2013.
- Jillian Lorenz and Ariana Chernin were both really into fitness and had been designing exercises for women individually. When they met in 2009 through a mutual friend, they decided to put they work together and opened Barre Bee Fit with the mantra or slogan Live by the Barre Code. At this point they were just offering classes from one of their basements so these were pretty small classes and had a private feel to them.
- In 2010, the two founders decided to move their business from the basement to a leased space in Chicago River North. From 2010 to 2012 they slowly added about one studio a year. Some having only one room and others having two rooms.
- In 2013, they started a national franchising program. And they have since grown and spread to 11 states with 29 studios total.
- In 2014, they rebranded to fit their mantra more closely. They went from Barre Bee Fit to simply the Barre Code.
- -The Barre Code program was created for women by women which seems to be an important differentiator. The exercises were designed with women’s bodies in mind. -A key aspect that the Barre Code specifically has is its variety of classes. They have class focused on specifics types of a workout. Some examples are Total Body Conditioning, Interval Training, Baryasa, and their signature class the Barre Code. They keep the classes fresh and up beat by changing the routines consistently. Even if you go to the same class twice a week, the exercises in each will be different between the two. They also like to change and add props whenever possible. Some examples of props used now are the barre ball, weights, elastic bands, and kettlebells. They keep the music upbeat and loud and they dim the lights which gives the room an intense feel. Their mantra has grown over the years and is a little too long for me to read, but I will put it up at the end during questions. It helps to keep their clients engaged, motivated, and encouraged.
- They are few competitors. I’ve never personally been to a Pure Barre studio, but I have friends who go and it seems to be the classic barre studio. And it is the most wide spread. Barre3 is also very spread out, with 84 studios in 27 states. I actually went to Barre3 in San Diego because the Barre Code hadn’t spread there yet. Barre3 is also different in that all of the classes following the same format. So while you’re doing different exercises each class, you know what part of the body you will be working next. They also have upbeat music but no lighting changes. They tend to focus less on cardio than the Barre Code.