The Bar Method Stakes Its Claim to Booming Longevity Space
Barre’s low-impact approach offers unique fitness benefits that are resonating with longevity-focused consumers, The Bar Method’s president Stephanie Schon tells ATN
The Bar Method is in the middle of an exciting chapter, fueled by demand for accessible fitness that builds strength and flexibility, and promotes longevity.
Acquired in 2019 by parent company Self Esteem Brands (which merged with Orangetheory Fitness earlier this year), The Bar Method has reimagined Barre-based fitness, growing its class attendees to 1.6 million in 2023, a 14% increase from 2022.
Now, the boutique fitness franchise is about to make its international debut in Japan, ready to bring its popular fitness method to a new market.
Athletech News spoke with Stephanie Schon, president of The Bar Method, about international expansion, the appeal of the brand’s low-impact, high-results method and its growing digital and educational reach.
High Demand for Low-Impact Fitness
In many ways, the pandemic set the stage for new fitness trends, like Barre, to emerge.
While the pandemic wreaked havoc on many in the fitness industry, Schon points out one silver lining: it highlighted the importance of positive physical and mental health and created opportunities for fitness consumers to explore new workouts.
“It forced people into their homes, and it forced them to find a new way to take care of themselves,” she said. “Without the heavy equipment access and with a little bit more time on their hands, people explored with new modalities such as yoga and Barre.”
Plus, low-impact fitness by nature is more inclusive and accessible, Schon added, further driving interest to try The Bar Method.
Schon also theorizes that many fitness consumers are tired of the cycle of high-impact, burnout, injury, healing and restarting — resulting in a significant opportunity for The Bar Method.
“They’re getting off of that flywheel and recognizing the importance of how low-impact can still equate to high intensity and definitely high reward, specifically with results,” she said.
Longevity-Boosting Benefits
As longevity dominates the conversation surrounding health and wellness, Schon says The Bar Method is giving clients unexpected long-term benefits in addition to a shift in their appearance and mental health.
“I think anytime a client goes to a boutique fitness studio, they do expect a result,” Schon said. “But what they don’t expect, which they get from The Bar Method, are things we’ve heard, like, ‘I can touch my toes for the first time in my life,’ or ‘My doctor was blown away by my abdominal strength,’ or ‘I climbed that mountain faster than the marathon runners in my group,’ or ‘The Bar Method improved my bone density by X percent.'”
The Bar Method offers five different formats, each targeting a different benefit of physical health, including muscle strength, endurance, balance, cardiovascular health and mobility/flexibility, while delivering mood elevation and mental stimulation.
“All of that under one roof,” Schon said.
The Bar Method also serves clients digitally and is also available for in-studio clients who prefer a hybrid model. The fitness brand is expanding its library to educate its clients on master techniques and modifications, meeting the demand of The Bar Method devotees who seek to learn more about the low-impact method and are interested in fine-tuning their workouts.
Schon said The Bar Method’s emphasis on education (and its intelligent, intentionally structured workout) sets it apart from competitors, providing personalization in a group fitness setting.
“Our exercises go through a rigorous process with a sign-off by a physical therapist prior to hitting a studio room,” she explained. “Our teachers go through hours of instruction, including an anatomy exam, so that they can incorporate modifications necessary so clients can continue exercising safely.”
The International Appeal of Barre
As low-impact fitness methods become increasingly popular, The Bar Method is making its first moves outside of North America, expanding into Japan.
“We’re expecting to open later this year, in the fourth quarter, our first studio there with a master franchise that’s a part of our system today,” Schon confirmed, adding that others have expressed interest in bringing The Bar Method to new regions since the Japan announcement.
“We think that The Bar Method will work well (anywhere) there’s a demand for low-impact fitness,” Schon said.
Sander van den Born, executive vice president of international for Self Esteem Brands, believes Barre has the potential to become a hit in Saudi Arabia among the country’s growing cohort of female fitness enthusiasts. Self Esteem Brands is actively looking to grow its brands, including The Bar Method, in the Middle East.
“The females in the GCC – in particular, Saudi Arabia – there’s been quite an evaluation in the way they’re being seen in the community,” Born told ATN earlier this spring. “They can drive now. They have far more freedom than they used to have. They go out and are interested in sports, health and wellness. So we do feel that some of our offerings (especially The Bar Method) are very suitable for the female population in Saudi Arabia.”
