barre3 Acquires The Barre Code, Reaches 185 Studios


Omnichannel fitness brand barre3 acquired fellow studio operator The Barre Code.

Inside the deal. Primarily based in the US Midwest, The Barre Code locations will be rebranded to barre3, receiving studio upgrades, instructor training, new programming, and more.

Bringing together two female-owned and operated companies aligned in “mission and mindset,” barre3 co-founder and CEO Sadie Lincoln believes the brands are “stronger together.”

All the right moves. Riding demand for low-impact workouts, barre is well-positioned for growth among holistic exercisers.

  • Bridging mental and physical health, mindful movement is a $29B market.
  • In 2022, barre was the fifth-most-booked class type, according to Mindbody.
  • From stretching to Pilates to strength+, more than a third of exercisers prefer low-intensity/impact training exclusively.

And with 57% of exercisers letting their body choose which modality feels right, barre’s ability to blend aspects like cardio and strength training gives it broad appeal.

Expanding through consolidation, barre3 will now go head-to-head with some of the industry’s biggest names. Leading the category, Xponential Fitness acquired Pure Barre in 2018, accelerating international growth to 650+ locations. Meanwhile, Self Esteem Brands scooped up The Bar Method’s 100+ studios in 2019 and will soon begin selling franchises overseas.

Looking ahead: Adding new studios and leveraging its digital platform, barre3 looks to grow its community and business. But, as evidenced by other acquisitions in the space—including this rollup—time will tell if barre concepts can stand on their own.

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