Pure Barre, an Xponential Fitness brand offering the most effective full-body barre workout, has carved out a dominant position in the boutique fitness industry. With a variety of class formats designed to cater to all fitness levels, the brand continues to attract passionate entrepreneurs looking to bring its effective, low-impact workouts to their communities.
One such entrepreneur is Liz Roberts, a powerhouse franchisee who has scaled her Pure Barre business from a single location to 12 successful studios, generating over $5 million in annual sales. Liz’s journey into franchising began after leaving a successful career in financial consulting to find a more flexible path that balanced work and family.
In this Q&A, Liz shares insights into her franchise journey, the challenges she overcame, and the strategies that have propelled her success with Pure Barre.
Franchise Chatter (FC): Can you share your background before starting your franchise journey?
Liz Roberts (LR): Before starting my franchise journey, I had built a successful career in financial consulting but after having my first child at 28, I realized that the rigid structure of corporate life didn’t offer the flexibility I needed. When my second child was born a couple of years later, I was eager to get back to work but knew I wanted something that allowed me to be my own boss while still being present for my family.
My husband and I are both avid runners, so we started looking into health-focused business opportunities, but nothing felt like the right fit—until I tried booking a Pure Barre class while traveling. The studio was so packed that I couldn’t get into a class for three weeks. That’s when it clicked—there was a real demand for barre, and it could be my next career move. Of course, I had to try it first! When I finally took my first Pure Barre class a few weeks later, I was completely sold. On the drive home, I applied to open my own franchise.
I was able to open my first studio within a year, bringing the barre concept to my western Massachusetts area—all while raising two young children and pregnant with my third. In fact, after giving birth to my third, I applied for my second studio from my hospital bed! Over the next several years, I continued to scale, growing from one location to nine by 2020. Even during the pandemic, I saw an opportunity for growth and built two more studios and acquired one, bringing my network to 12 by 2024 and reaching over $5 million in annual sales.
FC: What was your “aha” moment when you realized that opening a Pure Barre studio could be the right next step for you?
LR: My “aha” moment came when I took my first Pure Barre class and realized how unique and effective the workout was. It challenged me in a way I hadn’t experienced before, yet it was still doable. What really struck me, though, was looking around the room and seeing that the entire class was older than the typical fitness demographic. I quickly realized that barre wasn’t just a trend; it was a workout with broad appeal for people at any stage of life. At the time, there were no barre studios in my area, and I saw a huge opportunity to bring something truly special to my community. That’s when I knew opening a Pure Barre studio was the right next step.
FC: What were some of the biggest challenges you faced when starting your first studio, especially while raising young children and pregnant with your third?
LR: When I opened my first studio, one of the biggest challenges was that, at the time, you had to be a teacher as well as an owner. The business side was not a problem for me, given my background in financial consulting, but learning how to teach while pregnant with my third child, and without the structured training and support that exists today, was a major hurdle. I had to figure it out on my own at home, which was a completely different experience from what new owners have access to now. It was a lot to juggle, but I was determined to make it work.
FC: You were able to grow your business rapidly. How did you manage to scale from one studio to nine in such a short time, and eventually expand to 12 studios, all while raising three kids under the age of 10?
LR: Scaling from one studio to 12 while raising three kids under 10 has been a whirlwind, but it all started with a clear vision and a willingness to take things one step at a time. When I first opened my studio, I had hoped to eventually own three, but I couldn’t afford a multi-unit agreement upfront. Instead, I focused on making each location successful before moving on to the next.
My first two studios were profitable but not bringing in enough for me to scale quickly. The turning point came when I was able to purchase my third location. By that point, I had a proven track record, which allowed me to secure bank financing to continue growing at a larger scale. As the business expanded, I also had to shift my mindset—I could no longer be the face of every location while raising three young kids. I started building a strong team, delegating responsibilities, and investing in leadership to ensure each studio could thrive without me being present every day.
It was a learning curve, but I realized that sustainable growth meant trusting my team and stepping back from the day-to-day operations. That shift allowed me to scale beyond what I initially imagined while still being present for my family.
FC: Applying for a second franchise while in the hospital is an impressive feat! How did you stay focused and motivated during such a busy time in your life?
LR: When the opportunity to open a second studio came up, I knew I had to act fast. Since I was the one who originally brought barre to the market, there was strong interest from others wanting to buy in, and there was no guarantee the location would still be available if I waited. Even though the timing wasn’t ideal, I felt a sense of urgency and responsibility to secure it. I stayed focused by keeping my long-term vision in mind and reminding myself why I started in the first place. Pure Barre had already made such an impact on the community, and I wasn’t willing to let that momentum slip away.
FC: How has the flexibility of owning a franchise helped you maintain a healthy work-life balance while growing your business?
LR: As an entrepreneur, owning a franchise has given me the flexibility to build a successful business while still prioritizing my family. I have the ability to create my own schedule, which means I can pick my kids up from school most days and be present for those important moments. At the same time, I can dedicate full days, like weekend days, to growing my business when needed. That balance allows me to stay hands-on with my franchise while also enjoying the personal freedom that comes with being my own boss.
FC: What attracted you to the Pure Barre brand over other fitness concepts?
LR: What attracted me to the Pure Barre brand was the unique opportunity it offered. At the time, there weren’t many boutique fitness options around, and barre was something completely new to the area. I could have easily gone with other brands, but what stood out about Pure Barre was the workout itself—it really resonated with me. Plus, the brand had strong recognition in Boston, which gave it a solid foundation compared to other barre formats. It felt like the right fit from both a fitness perspective and a business opportunity.
FC: How has the Pure Barre community played a role in your success? What do you think sets it apart from other fitness brands?
LR: The Pure Barre community has been a huge part of my success. Being able to connect with other owners has been invaluable. It’s great having a network of people who truly understand the challenges and triumphs of running a business. I can rely on them as a sounding board for advice and support. Plus, it’s been amazing to form friendships with other owners across the country who share the same passion for the brand. I believe what sets Pure Barre apart from other fitness brands is the genuine community and collaboration we have—it’s a network that’s built to help everyone succeed.
FC: You successfully navigated the pandemic and continued to grow your business. What were some of the strategies you used to adapt and thrive during this challenging time?
LR: During the pandemic, it was definitely a challenging time, but I never gave up. I used every resource available to me and stayed focused on the bigger picture. It wasn’t easy, and there were many months with negative cash flow, but I kept a positive mindset and reminded myself that giving up wasn’t an option. I had to push through, constantly questioning what more I could do to keep things moving forward. Ultimately, I stayed committed to my business and worked through the toughest parts, knowing I had no other choice but to adapt and thrive.
FC: Looking back on your journey, what are some of the key factors that contributed to your success as a franchisee?
LR: Several key factors have contributed to my success as a franchisee. First and foremost, being an optimist and not letting negativity take over has been crucial. I truly believe in seeing the best in people, which extends to both my team and clients. The brand is made up of individuals, and that makes every part of the process meaningful.
A strong franchisor-franchisee relationship is also essential, and I’ve been fortunate to have that. We communicate openly, collaborate, and always work toward solutions instead of focusing on complaints.
I also prioritize hiring employees who are passionate about their work—they understand that when the studio does well, they do well too. It’s all about mutual satisfaction and working as a true team.
FC: What advice would you give to other potential franchisees who are considering opening their own Pure Barre studio?
LR: My advice would be to do your homework and fully understand that you’re still running a business. The franchisor provides support, but at the end of the day, your success depends on the effort you put in. You have to be committed and proactive in making your studio thrive. It’s not just about following a system; it’s about bringing your passion and drive into everything you do.
FC: What kind of impact do you feel Pure Barre has had on your local communities, and how have you seen that evolve as you’ve expanded?
LR: Pure Barre has had a significant impact on my local communities by creating a space where people feel supported and connected. Each location is tailored to its unique community, ensuring that we create an environment that resonates with the local members. From the moment they walk in the door, we focus on creating a relaxing and welcoming experience, which makes them want to return again and again. As we’ve expanded, it’s been incredible to see how these strong, positive relationships have continued to grow and strengthen with each new location.
FC: With 12 studios and over $5 million in annual sales, what are your future plans for growing your Pure Barre franchise network? What’s next for you and your business?
LR: I’m focused on optimizing my current portfolio while preparing for the arrival of baby number four. I’m taking this time to ensure everything is running smoothly and efficiently across my studios. I am unsure what’s next, but for now, I’m focused on continuing to grow and support my existing locations.
