Barre3 has 185 units open following the acquisition of The Barre Code.
A partnership with Franworth led The Barre Code to its sale to Barre3, but it was founders Jillian Lorenz and Ariana Chernin who paved the way. “They’re all about their values, change for the right reasons. Having women gain not lose in the workout and we really love them,” Franworth President Dave Keil said.
Sadie Lincoln co-founded Barre3 and is now the CEO.
Franworth and The Barre Code’s partnership began in August 2020. The franchise development company grew interested in the barre boutique fitness brand because of its unit-level economics and concept itself. “We thought they were perfectly positioned,” Keil said.
“What Jill and Ari have done over the last X number of years, I couldn’t be more proud of the two of them,” Franworth Founder and CEO John Rotche said. When the pandemic struck and impacted the way fitness studios could operate, he saw Chernin and Lorenz’ resilience. “They made a commitment to their franchisees” by partnering with Franworth to help keep the business afloat, he said. “I think that shows unbelievable leadership and integrity.”
The Barre Code does not report sales in its Item 19. The company had 32 studios open by the end of 2021, down seven from 2020.
Barre3, the 140-unit barre franchise, acquired The Barre Code in November. The Barre Code’s units will be converted to Barre3 stores, save for a few studios in the same territories as Barre3. “There a handful of those, so The Barre Code will survive,” Keil said.
“What’s beginning to happen, though, is we imagine the best practices from either side are being blended in to make the entity stronger together than it was apart,” he said. Franworth won’t be involved going forward.
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Sadie Lincoln, co-founder and CEO of Barre3, appreciated the alignment of values with the two companies. Each brand teaches “barre to really drive results in clients’ lives that are meaningful in a way that’s also empowering,” Lincoln said. Barre is a workout that uses techniques from yoga, Pilates and ballet.
Barre Code was in different markets than Barre3, which attracted Lincoln, and Barre3 felt it was in a good space to acquire another brand. “We’re in a very strong place to support and grow right now,” Lincoln said.
Following the acquisition, Barre3 has 185 studios.
Other major players in the barre studio fitness space include Pure Barre, owned by Xponential Brands. The brand’s systemwide sales hit $185 million, per Franchise Times estimates, in 2022 across 638 locations. Pure Barre has six international units and 98 percent of all units are franchisee-owned. Another player is The Bar Method, owned by Self Esteem Brands, parent of Basecamp Fitness and others. Bar Method has 76 units in the United States, 99 percent of which are franchised, with sales of $26.8 million systemwide.
Barre3’s clientele is mostly working mothers, Lincoln said, so the company has made the brand more accessible, even outside the studio, through its digital platform. The franchise also plans to evolve its various class formats and expanding further through franchising.
“We love supporting our franchise owners,” Lincoln said. “We’re open to looking at other acquisitions, whether it be small or large. If it makes sense, if it’s mutually beneficial, that’s something we’ll continue to look to do.”