Stronger Moves, Stronger Members: The Rise of Pure Barre Define
Partnership
Sponsored By Xponential Fitness
With progressive overload and resistance training, Define isn’t just changing workouts — it’s transforming lives.
When Pure Barre introduced Define, member Sydney was facing one of the toughest physical challenges of her life. Due to a chronic illness, she was going through chemically-induced menopause, leading to bone density loss and decreased muscle mass. The fear of injuries and fractures had become a daily reality. But with Define, that began to change.
“My bone density has increased, and I feel stronger and less scared of constant injuries,” says Sydney. “In addition to the physical changes, taking Define regularly has helped my mental health greatly, especially while coping with chronic illness. I’ve seen increased confidence, energy and strength.”
Sydney’s experience isn’t a one-off, nor is it purely anecdotal.
Pure Barre’s strong following has centered on clients experiencing Pure Barre’s signature low-impact, high-intensity barre workouts that enhance flexibility, endurance and muscle tone. This has been a winning programming formula, with the brand celebrating its 24th anniversary this year.
Taking its commitment to remaining nimble and innovative seriously, the brand identified the growing demand for more strength-based workouts, and, rather than moving away from its core identity, Pure Barre integrated resistance training in an organic and on-brand manner — leading to the creation of Pure Barre Define.
The Science Behind the Formula
Pure Barre’s decision to introduce Define aligns with well-established research on the benefits of strength training and progressive overload. The American College of Sports Medicine (ACSM) recommends resistance training for all major muscle groups at least 2-3 times per week, incorporating 8-10 multi-joint exercises that challenge the body while maintaining proper form. The final repetition should be difficult to complete, ensuring continual adaptation and strength gains.
At Pure Barre, the FITT Principle of Training (frequency, intensity, time, type) has long been used to structure classes. Traditionally, tempo has been the constant variable, while intensity has varied slightly with class format and equipment. The addition of Define’s heavier weights allows for greater variation in both intensity and time, offering benefits such as:
- Helping existing clients progress in their training
- Attracting new members with added variety
- Allowing for more individualized pacing, easing accessibility for those new to Pure Barre
The concept of progressive overload — gradually increasing weight, reps, or intensity over time — is crucial in avoiding plateaus and achieving sustainable results. Research supports its benefits in multiple areas, including muscle strength, endurance and power. It also reduces the risk of osteoporosis and fractures, helps with Injury prevention, heart health and glucose regulation – where it was shown to be more effective than aerobic exercise for managing blood sugar levels.
By incorporating Define, Pure Barre leveraged these scientific principles to enhance its members’ health, offering a class that aligns with fitness trends while also supporting long-term well-being.
The Concept + Member Impact
Launched as a strong addition to Pure Barre’s programming, Define was designed to cater to members desiring a more strength-building focused workout. The class combines low-impact barre techniques with heavier dumbbell exercises and functional strength movements, offering a 50-minute session that builds muscular strength, enhances definition and improves form confidence. Unlike traditional barre programming, which often emphasizes high repetitions with lighter resistance, Pure Barre Define introduces progressive overload to encourage muscle adaptation.
Pure Barre Define was initially met with enthusiasm as members sought ways to enhance their routines with more resistance-based training. Within its first year, Define quickly became a favorite among members, with utilization rates reaching 77% in Q1 2024 and peaking at 80% in March – an all-time high for the format at that point.
The class has also contributed to a 15% increase in same-store sales for North American franchise owners in 2023. Now, with a longer track record, new data provides deeper insight into Define’s sustained performance, member adoption trends, and its role in Pure Barre’s evolving class offerings.
To meet the growing demand, Pure Barre Define class offerings have increased 130% year-over-year, making it the second most offered class in the brand’s class mix. This continued expansion highlights Define’s strong adoption and its integral role in shaping the future of Pure Barre programming.
Members are responding with glowing reviews and stories of personal transformation. Member Lisa found Define to be a game-changer for her fitness routine:
“I was also going to another gym for strength training, but with the addition of Define, I can get that workout here and don’t need multiple memberships. It’s never boring, and it’s still always challenging. The staff is wonderful, and I have made lasting friendships through this studio.”
Member Laura M. echoed the impact Define has had on both her physical and mental well-being. “My confidence and more positive outlook are a direct result of the time I’ve spent at Pure Barre,” she said. “Define took the benefits of this time to the next level. It’s a powerful thing to be a 56-year-old woman enjoying a renaissance of physical and mental health.”
Another member, Annie, described Define as “a turbo boost for positive change,” while another Annie shared: “I love Define – I love that the class gets updated every few weeks and I love that you can modify it so it can be as intense as you need it to be. This class has helped me regain my strength postpartum which has made me feel so much more confident. It’s my favorite!”
Member Mary Beth K. shared: “I enjoy taking the Pure Barre Define Class as it is fast paced keeping my heart rate up to burn calories and challenges me to select weights heavy enough to tone and strengthen my muscles. This is very important at my age (80 years) for maintaining good health, flexibility, balance and good bone density.”
As utilization continues to rise and more members share their success stories, Define is solidifying its place as a core offering that meets demand and enhances the Pure Barre experience.
The Future of Strength at Pure Barre
Pure Barre’s parent company, Xponential Fitness, continues to lean into the increase in awareness for building strength and lean muscle mass and support franchisees in delivering on this.
“Innovation within the brand and the technique overall is a cornerstone of what sets Pure Barre apart in the fitness space,” says Michelle Ditto, VP of Training & Technique. “By looking at both industry trends and the science-backed needs of our key demographics over time, Pure Barre will continue to let data drive our decisions around class offerings and brand development. Pure Barre has a long history of innovation with a focus on how we can serve our community better. Through the use of data, boots-on-the-ground development, prioritizing science-backed protocols, and genuine knowledge of who our consumers are, Pure Barre will continue to build on the brand offerings to remain the leader in barre fitness.”
Pure Barre Define represents more than just an additional class on the schedule — it’s a success story in identifying and meeting a growing demand for strength training while maintaining brand integrity. By integrating scientific principles, listening to member feedback, and leveraging data-driven decisions, Pure Barre continues to shape the future of boutique fitness.