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Raising the Barre

Posted: April 3, 2014,  1:08 p.m.
by Devon Landman.



If you haven’t heard of the new, unique workout called Pure Barre, chances are you will soon. Pure Barre uses an isometric-training workout on a ballet bar to perform exercises that focus on small movements that burn fat, tone muscles and produce lean physiques.

According to its website, “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, Mich., in 2001. With no initial clients, staff, signage or even a bathroom, Carrie successfully grew Pure Barre into the dynamic company it is today.”

A Pure Barre franchise opened in Tuscaloosa, Ala., on Aug. 1, 2012. The owner, Jodi Bearman, was born in Birmingham, Ala. She first became a client of Pure Barre when it opened in Birmingham in January 2010, making it the seventh franchise business to open in the country. In October 2012, the 100th studio opened. A year later, Bearman felt ready to tackle the role of becoming an instructor at the Birmingham studio.

“Being an instructor takes a lot of work, and you have to make sure that you are teaching the method correctly to represent your studio to the level you want,” Bearman said. “But I knew that I eventually wanted to be a sole owner of a Pure Barre studio.”

Since its opening, Pure Barre’s success has skyrocketed and changed the lives of both students at The University of Alabama and residents of Tuscaloosa. After only four months of business, Tuscaloosa’s Pure Barre had more than 800 clients. Today, Bearman’s business is continuing to thrive.

“It’s hard to answer with an exact number because of relocations, students graduating and day-to-day life,” Bearman said. “But we have seen probably more than 2,200 people since we have opened.”

What is truly impressive about Pure Barre is that according to its website, it has become “the largest, most established barre franchise in the nation, with more than 180 studios across the country, and more opening every month.” You can assert the rapid results people achieve from this workout is a reason for the business’ success.

“Pure Barre relies heavily on word of mouth. That being said, social media and periodic promotions, challenges and contests have been our backbone,” Bearman said.

When promoting Pure Barre, Bearman said that there are key facts aimed for people who want to change their body and lifestyle:

“1. Low Impact: This is key for a lot of people (even though some people incorrectly assume it means lighter workout.)
2. Efficient: Because in 55 minutes we cover it ALL!
3. Total body: We literally fatigue pretty much every muscle group in the body.
4. Musically driven: You can work at any fitness level.”

Another PR strategy Pure Barre has used to attain its success is creating a tagline for the franchise. Pure Barre’s tagline, “LTB,” creates a consistent branding experience and is recognized amongst its loyal clients. LTB stands for “Lift, Tone, Burn.”

“Our workout, if it is done consistently, will Lift your Seat, Tone your Body and you will Burn tons of calories,” Bearman said. “It’s as if you’re ‘in’ the club when you use and reference it; so we tend to use it as a single word: LTB. It is trademarked, and if you go to the hashtag #LTB, you will understand instantly how it plays a role.”

Since Pure Barre has proven desired results and effectively branded its name, it continues to ring in more success by the minute. Though there are many strategies for having a successful business, Jodi Bearman has a more personal motto she lives by.

“Honestly, the best formula I know is: If you TRULY have a passion for it, believe in it. If you are willing to work hard, then luck will come your way,” Bearman said.

Personally, I would take Bearman’s advice. She LTB’d her way to creating a successful business that has positively impacted not only her life, but many others’ lives as well.

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