Saying I’m not a morning person is like saying Beyonce’s performance at Super Bowl XLVII was “just alright”–it’s a pretty big understatement. There’s not much that will encourage me to drag myself out of bed before 8 a.m., barring some sort of natural disaster or a royal wedding. But the one thing that gets me up and in the car every Monday morning by 5:30 is a Pure Barre class.
Courtesy of crazyrunninggirl.com
Pure Barre is a franchised chain of fitness studios that has been growing in popularity for the last decade. The fad seems to really have taken off over the last three or four years. It’s not your momma’s jazzercise class (unless, like mine, your mom has bounced on the Pure Barre bandwagon). The technique centers around a ballet bar and utilizes small, isometric movements and the ever-present “tuck,” a hip-thrusting movement that would be embarrassing to do anywhere outside of a mirrored room full of legging-clad women who are just as uncomfortable as you are.
What’s interesting about this nouveau workout is the cult-like following it has created. It sends hoards of women and their credit cards straight for fitness couture, like Lulu Lemon, Splits 59, and Karma. It encourages women (and, in a few cases, men) to push their bodies to the “shaking” point, where, if you had bottle caps nailed to the bottom of your shoes, you’d be inadvertently tap-dancing fast enough to warrant tips on Bourbon Street. Pure Barre, for most of its participants, seems to be more of a lifestyle than a 55-minute fitness class.
Courtesy of womenshealth.com
Local journalists have also been getting in on the Pure Barre action. With independently-owner studios popping up weekly all over the country, local publications are sending reporters to lift, tone, burn, and see what all the fuss is about.
The Denver Business Journal explored the flourishing of Pure Barre as a local business in a time when many are failing. The Dunwoody Crier, a Georgia publication, covered the public’s anticipation over the opening of the town’s Pure Barre studio. The Dayton Daily News in Dayton, Ohio, interviewed participants, and the Tuscaloosa News profiled the opening of its new studio.
I’m partial to the program, but it seems that few businesses can garner this level of both national and local media attention. Here’s to hoping that Pure Barre will continue to lift, tone, and burn its way to the presses.