What Pure Barre does

Pure Barre is a boutique fitness franchise founded in 2001 that delivers low-impact, full-body barre workouts combining elements of Pilates, yoga, and ballet through proprietary class formats branded Classic, Define, Empower, Align, and Reform, with a 30-minute introductory Engage class for newcomers. Each class runs 45-50 minutes and uses small, controlled movements with light hand weights, resistance tubes, ankle weights, or dumbbells, led by a global base of 6,000+ certified instructors at nearly 650 franchised studios across North America, Japan, and Mexico. The technique is engineered to be joint-protective while producing high-intensity isometric muscle engagement, with member-reported visible outcomes typically cited within 8-10 classes.

Pure Barre operates a primarily franchise-driven distribution and revenue model. Independent franchisees own and operate studios under the Pure Barre brand, paying the operating entity PB Franchising SPV, LLC initial franchise fees and ongoing royalties; consumer revenue at the studio level comes from auto-renewing monthly memberships, per-class drop-in rates, branded retail merchandise, and instructor certification/teacher training services. At the brand level, corporate revenue is generated from franchise fees and royalties, the Xponential+ streaming subscription for Pure Barre content, and corporate program-level partnerships. Pricing varies by studio, with monthly auto-renewal membership as the primary unit and HSA/FSA eligibility enabled through a Truemed partnership. The Apple Watch companion app adds contactless check-in, workout tracking, and Apple Health syncing but does not modify the underlying pricing model.

Pure Barre has been a brand under Xponential Fitness since 2017, sharing corporate services, the Xponential+ streaming platform, and the ClassPoints loyalty program with sister boutique-fitness concepts including Club Pilates and StretchLab. Since 2023, the brand has extended its surface area beyond in-studio barre through a Princess Cruises "Pure Barre at Sea" program, a Midi Health partnership for women's midlife health resources launched in September 2025, a Pulse For a Cause initiative with the American Heart Association, and a Pure Give program with Feeding America. International expansion has resumed with new-unit activity in Japan and Mexico (Mexico announced September 2024), and recurring consumer challenges such as Barre Stronger, which enrolled 28,000+ participants in the most recent year, anchor community-driven engagement.

Name

Pure Barre

Legal name

PB Franchising SPV, LLC

Website

https://purebarre.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Pure Barre is the largest barre fitness franchise, with nearly 650 studios across North America plus Japan and Mexico. Founded in 2001, it offers proprietary low-impact barre workouts across five trademarked formats and earns franchise royalties, memberships, and streaming revenue.

Ownership category

akta.pro rank

Product category

Boutique Fitness Studio Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Barre Classes (HSADABAG)

akta.pro secondary industries

Pilates Instruction (Mat & Reformer) (HSADACAB), Fitness & Movement Retreats (Pilates, Barre, Dance, Bootcamps) (THAJAHAG), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)

Keywords

• Boutique fitness studio
• Barre fitness classes
• Group fitness franchise
• Low-impact workouts
• Pilates fusion classes

Headquarters

HQ city

Spartanburg

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Studio Memberships: Monthly recurring membership fees charged to studio members for unlimited or multi-class access. Memberships auto-renew monthly and require advance payment.
2. Single Class Sales: Pay-per-class option for non-members or those not on monthly plans. Members can also purchase additional single classes.
3. Franchise Fees: Revenue from franchise owners opening new Pure Barre studios, including initial franchise fees and ongoing royalties/support.
4. Xponential+ Streaming: Digital streaming platform offering Pure Barre classes on-demand, providing subscription revenue for at-home workout access.
5. Retail Merchandise: Sale of branded merchandise including sticky/grip socks available for purchase at studios.
6. Teacher Training: Revenue from instructor certification and teacher training programs for individuals wanting to become Pure Barre instructors.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Pure Barre operates franchise-based boutique fitness studios offering low-impact, high-intensity barre workouts that fuse elements of Pilates, yoga, and ballet. The company delivers group fitness classes through nearly 650 franchise locations across North America with international expansion into Japan and Mexico. The offering is complemented by digital products including the Xponential+ streaming platform, native mobile apps, Apple Watch integration, and the ClassPoints loyalty program.

Product overview

Pure Barre is a boutique fitness franchise offering low-impact, full-body barre workouts through physical studio locations and digital platforms. The core offering consists of five group class formats: Classic (original barre technique), Align (flexibility and balance), Empower (HIIT fusion), Define (weight-based strength), and Reform (Pilates fusion), plus Engage (free intro class). Classes run 45-50 minutes and are available at 650+ franchised studios across North America and Japan. Digital offerings include Xponential+ streaming platform for on-demand workouts, a mobile app for iOS/Android, an Apple Watch app for check-in and health tracking, and the ClassPoints loyalty rewards program. All brands operate under parent company Xponential Fitness.

Differentiator

Problem solved

Functional benefit

Brands

• ClassPoints: Loyalty rewards program that allows members to earn points for attending classes and unlock exclusive rewards and benefits.
• Pure Barre Engage
• Pure Barre Classic
• Pure Barre Define
• Pure Barre Empower
• Pure Barre Align
• Pure Barre Reform

Products and services

• Pure Barre Classic Original 50-minute barre class using a ball, light hand weights, and resistance tube. Features Pure Barre's proprietary technique of low-impact, high-intensity isometric movements designed to improve flexibility while strengthening and toning the entire body.
• Pure Barre Align 50-minute class combining classic strength-building barre technique with flexibility and balance training. Delivers a restorative full-body workout focused on stretching flows to increase joint mobility while building muscular strength and stability.
• Pure Barre Empower 45-minute fusion workout combining Classic Pure Barre with high-intensity interval training. Uses dynamic movements with ankle weights and a plyometric platform to elevate heart rate, build strength, and increase metabolism.
• Pure Barre Define 50-minute class fusing Pure Barre's classic technique with weight-based strength training using dumbbells. Develops muscular strength, power, and definition while building confidence in functional movement form.
• Pure Barre Reform Class format fusing Pure Barre's classic barre technique with Pilates movement patterns. Focuses on resistance and core control to increase muscular endurance and body awareness.
• Pure Barre Engage Free 30-minute introductory class for newcomers, introducing the basic Pure Barre technique in a small group setting. Designed as the entry point for new members to experience the Pure Barre workout.
• Xponential+ Streaming (Pure Barre On Demand) Digital streaming platform offering Pure Barre classes on-demand and live-streamed. Accessible globally via web, mobile, and TV apps as part of the Xponential+ family of fitness streaming services.
• Pure Barre Mobile App Native iOS and Android application for class booking, managing accounts, tracking fitness goals, and accessing workout data. Available on the Apple App Store and Google Play Store.
• Pure Barre Apple Watch App Apple Watch application enabling contactless class check-in, schedule browsing, workout notifications, and Apple Health integration for tracking calories, heart rate, and activity metrics.
• Pure Barre Franchise Opportunity Business opportunity for entrepreneurs to own and operate a Pure Barre studio franchise. Corporate provides site selection, construction, marketing, sales training, and ongoing teacher recruitment support. Includes initial franchise fee and ongoing royalties.
• Pure Barre Branded Merchandise Branded retail merchandise including grippy/sticky socks sold at studio locations for use during barre classes.
• Pure Barre Teacher Training Instructor certification and teacher training programs for individuals wanting to become certified Pure Barre instructors, supporting staffing for the franchise studio network.

Quantifiable outcome

• Visible results in 8-10 classes
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature8 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Midi HealthcoreStrategic or Co-development Partner · 9 September 2025Club Pilates and Pure Barre partnered with Midi Health to provide members with educational content, workshops, and resources focused on women's midlife health, including hormone health and menopause management. The partnership, announced September 2025, is branded 'Strong Through Every Stage' and addresses women's health programming needs within the fitness community.
• Princess CruisesminorStrategic or Co-development Partner · 25 September 2024Pure Barre at Sea partnership brings Pure Barre workouts aboard Princess Cruises ships. Inaugural cruise offered Caribbean retreat with Pure Barre classes. Second annual Pure Barre at Sea announced for 2025.
• American Heart AssociationminorStrategic or Co-development Partner · 30 January 2024'Pulse For a Cause' partnership supporting American Heart Month. Pure Barre members could participate in heart health awareness initiatives and fundraising through studio activities.
• Feeding AmericaminorStrategic or Co-development Partner · 2 November 2023'Pure Give' initiative supporting Feeding America. Pure Barre members contributed to food insecurity relief efforts through November program.
• TruemedminorGTM or Marketing PartnerTruemed partnership allows qualifying Pure Barre members to pay with HSA/FSA funds, approximately 30% savings for eligible members. Provides alternative payment options for fitness memberships.
• Xponential FitnesscoreOthersPure Barre is a brand under Xponential Fitness, a curator of health and wellness brands. Founded in 2017, Xponential has 3200+ global locations and manages the Xponential+ streaming platform, ClassPoints rewards, and corporate operations for Pure Barre and sister brands including Club Pilates, StretchLab, and others.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• The Bar Method: Established barre franchise concept offering barre-based group classes that overlap directly with Pure Barre's classic format, target customer, and studio-based delivery model.
• Barre3: Direct barre fitness franchise competitor offering group barre classes that combine ballet, Pilates, and yoga. Operates a smaller studio footprint than Pure Barre but competes for the same consumer segment and franchisee pool.
• Club Pilates: Sister brand under Xponential Fitness operating the largest Pilates franchise network. Closely comparable on franchise model, target customer (predominantly women), pricing, and digital platform (Xponential+) — making it the most directly relevant peer.
• Physique 57: Boutique barre fitness brand offering high-intensity group classes combining barre, cardio, and strength. Comparable to Pure Barre on class format, pricing tier, and core female-skewing clientele, though more studio-owned than franchised.
• StretchLab: Sister brand under Xponential Fitness offering assisted stretching services in a franchise model. Comparable on franchise structure, customer demographic, parent-company tech stack (Xponential+), and studio-based wellness positioning.

Emerging players

• Solidcore: Boutique fitness brand offering 50-minute strength-training classes on a reformer-style machine. Overlaps with Pure Barre's Reform format and targets a similar premium female demographic with high-intensity, low-impact group workouts.

Broad incumbents

• Orangetheory Fitness: Large established boutique fitness franchise with thousands of studios globally. Competes for the same mid-priced, results-driven consumer with a heart-rate-based HIIT model, offering a broader alternative to Pure Barre's barre focus.
• F45 Training: Global franchised functional training concept with a large studio network. Competes with Pure Barre for franchise investment dollars and overlapping consumer demand for group-based, time-efficient workouts.
• SoulCycle: Iconic boutique fitness brand (indoor cycling) owned by Equinox. Competes for the same premium, experience-driven, predominantly female urban consumer that Pure Barre targets with its studio community model.
• Barry's: Premium boutique fitness brand combining HIIT and strength training in a studio class format. Competes with Pure Barre for high-spend, results-oriented consumers and franchise/real-estate opportunities in major metros.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Pure_Barre
• Facebookfacebook.com/PureBarre
• LinkedInlinkedin.com/company/pure-barre

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pure Barre