FDD Talk: Pure Barre Franchise Costs, Fees, Average Revenues and/or Profits (2022 Review)

In this FDD Talk post, you’ll learn the following:

• Section I – Estimated initial investment (franchise costs) for a Pure Barre franchise, based on Item 7 of the company’s 2022 FDD

• Section II – Initial franchise fee, royalty fee, and marketing fee for a Pure Barre franchise, based on Items 5 and 6 of the company’s 2022 FDD

• Section III – Number of franchised and company-owned Pure Barre outlets at the start of the year and the end of the year for 2019, 2020, and 2021, based on Item 20 of the company’s 2022 FDD

• Section IV – Background information on the Pure Barre franchise opportunity, including relevant news updates

• Section V – Presentation and analysis of Pure Barre’s financial performance representations (average revenues and/or profits), based on Item 19 of the company’s 2022 FDD, including information on the:

• average gross revenue for each calendar month from January 2021 to December 2021 for the franchised Pure Barre studios that were: (i) owned and operated by a system franchisee over the entirety of the measurement period; and (ii) operating for at least 12 months beyond their soft opening date as of the end of the calendar month at issue (the “Disclosed Studios”)

• average gross revenue for each calendar month from January 2021 to December 2021 for the Disclosed Studios that scheduled a minimum of 150 classes per calendar month in accordance with Pure Barre’s recommended standards and specifications (the “Fully Scheduled Disclosed Studios”)

• average gross revenue for each calendar month from January 2021 to December 2021 for the Disclosed Studios that scheduled less than 150 classes per calendar month, which does not follow Pure Barre’s recommended standards and specifications (the “Minimally Scheduled Disclosed Studios”)

• average gross revenue for each calendar month from January 2021 to December 2021 for the Disclosed Studios that scheduled a minimum of 12 Foundations classes per calendar month in accordance with Pure Barre’s recommended standards and specifications (the “Standard Model Disclosed Studios”)

• average gross revenue for each calendar month from January 2021 to December 2021 for the Disclosed Studios that scheduled less than 12 Foundations classes per calendar month, which does not follow Pure Barre’s recommended standards and specifications (the “Secondary Model Disclosed Studios”)

• Section VI – Key ratios, comparables, computations, and analyses for the Pure Barre franchise opportunity (exclusive content for Platinum subscribers)

Section I – Pure Barre Franchise Costs

• Pure Barre franchise costs, based on Item 7 of the company’s 2022 FDD:

• Initial Franchise Fee:  $60,000
• Initial Training Program (Fees):  $0
• Training-Related Expenses (Owner/Operator and/or Designated Manager Module):  $500 to $3,000
• Real Estate/Lease:  $12,500 to $29,500
• Net Leasehold Improvements:  $35,900 to $180,000
• Signage and Graphics:  $7,500 to $20,000
• Insurance:  $950 to $2,500
• Specialty and Other Exercise Equipment:  $6,500
• Retail Inventory Package for Presale and Soft Opening:  $15,000
• Technology Fee (3 Months + 1 Month Prior to Opening) and Music Licensing Fee (3 Months):  $1,087
• Furniture, Fixtures, and Related Supplies:  $12,100 to $15,000
• Audio/Visual Equipment:  $15,000
• Shipping:  $4,000 to $12,000
• Computer System and Related Equipment:  $2,500 to $3,500
• Initial Marketing Spend:  $15,000 to $25,000
• Instructor Training and Related Expenses:  $15,750 to $29,250
• Additional Funds – First 3 Months:  $10,000 to $40,000
• Total Estimated Pure Barre Franchise Costs:  $214,287 to $457,337

Section II – Pure Barre’s Initial Franchise Fee, Royalty Fee, and Marketing Fee

• Pure Barre’s initial franchise fee, royalty fee, and marketing fee, based on Items 5 and 6 of the company’s 2022 FDD:

• Initial Fee:  $60,000
• Royalty:  7% of Gross Sales of your Franchised Business
• Brand Development Fund (the “Fund”):  currently, you must contribute to the Fund in an amount equal to 2% of the Gross Sales of your Franchised Business (the “Fund Contribution”)

Section III – Number of Franchised and Company-Owned Pure Barre Outlets

Franchised

2019

• Outlets at the Start of the Year:  491
• Outlets at the End of the Year:  540
• Net Change:  +49

2020

• Outlets at the Start of the Year:  540
• Outlets at the End of the Year:  571
• Net Change:  +31

2021

• Outlets at the Start of the Year:  571
• Outlets at the End of the Year:  603
• Net Change:  +32

Company-Owned

2019

• Outlets at the Start of the Year:  14
• Outlets at the End of the Year:  2
• Net Change:  -12

2020

• Outlets at the Start of the Year:  2
• Outlets at the End of the Year:  5
• Net Change:  +3

2021

• Outlets at the Start of the Year:  5
• Outlets at the End of the Year:  3
• Net Change:  -2

Section IV – Background Information on the Pure Barre Franchise

16 Things You Need to Know About the Pure Barre Franchise

Parent Company Launches New Digital Platform, XPLUS

1.  In late April 2022, Xponential Fitness launched its new digital platform Xponential+ (“XPLUS”), providing live and on-demand access to the same sought-after workouts offered in thousands of studio locations around the globe. Xponential’s brands include Pure Barre, Club Pilates, CycleBar, StretchLab, YogaSix, Row House, AKT, STRIDE, Rumble, and BFT.

2.  For $29.99 per month, subscribers gain access to the leading fitness workouts across Pilates, barre, indoor cycling, stretching, yoga, rowing, dance, running, and boxing, at home or on the go (BFT, Xponential’s newest brand, will be added to the library of online workouts later in 2022). The XPLUS app is currently available to new subscribers across 175 countries.

3.  The app enables users to view nearby Xponential Fitness studios and request a free class or booking information, augmenting the personalized hybrid in-studio and online experience. Memberships to physical Xponential Fitness studios are sold separately.

4.  XPLUS represents the next evolution of Xponential’s mission to become the most accessible boutique fitness provider. Replacing the preceding digital offering known as GO, which was offered singularly at the brand level, XPLUS combines the entire digital libraries of each brand in one convenient location.

5.  Garrett Marshall, president of fitness streaming for Xponential Fitness, said, “Unlike many consumer-facing fitness apps that generalize across various fitness formats, XPLUS brings together each of the category-leading experts across a breadth of modalities, in one single app. Consolidating all of our brands’ digital offerings into one app will provide our customers with unprecedented optionality and a way to cross-train with the leaders in their favorite fitness formats.”

6.  With over 3,000 workouts available to users and more than 60 new and trending classes streaming weekly, XPLUS empowers users to achieve all of their fitness goals wherever they are and regardless of their fitness level. XPLUS classes are programmed for beginners to experts and vary from 10 to 90 minutes in length.

Announces Partnership with Lululemon to Create Programming for Mirror

7.  In late April 2022, Xponential Fitness announced that it has partnered with Lululemon Athletica, Inc. to create original fitness programming for Mirror, the retailer’s smart home gym offering. Four of Xponential’s brands – Pure Barre, AKT, Rumble, and YogaSix – will provide workouts for the gym.

8.  Xponential brand workouts will officially roll out with the latest edition of the Mirror product, which launches this fall. Under the agreement, Xponential will provide a curated set of programming with new releases each quarter over the next year.

9.  Garrett Marshall, president of fitness streaming for Xponential Fitness, said, “We are very excited to partner with Lululemon to bring the best in fitness right into the comfort of one’s home.”

Kicks Off Summer with Passport Challenge for Members

10.  At the beginning of June 2022, Pure Barre announced its summer campaign, Destination Pure Barre, which invites members to “staycation at the barre” this summer with the Passport Challenge. The Passport Challenge consists of a six-point checklist for members to complete by July 31, 2022. Some of the challenges include trying all class formats, attending a pop-up event, and taking classes with different teachers.

11.  Along with the launch of Destination Pure Barre, the popular fitness brand celebrated Best Friends Day by offering new guests and former members the opportunity to redeem a free week of unlimited classes at participating studios. To redeem the free week of unlimited classes, they can use the code “BARREFORALL”, valid only through Best Friends Day, online at www.purebarre.com or through the Pure Barre app. The offer is good to take a Classic, Reform, and Empower class, and class credits expire 7 days after redemption. A Pure Barre class is typically valued between $25 and $35.

12.  Cheri Tennill, chief marketing officer of Pure Barre, said, “During summer, people get excited for vacations, festivals, and other fun activities, and we want to synergize that energy with Destination Pure Barre and the Passport Challenge. Kicking off with our free week of classes for Best Friends Day and then keeping our members engaged with our latest challenge, we’re bringing the heat of summer right into our studios and proving that even a fitness class can feel like a stay-cation.”

Company History

13.  Pure Barre was founded in 2001 by Carrie Rezabek Dorr in Birmingham, Michigan. Dorr, who is a choreographer, developed a fitness program that combined dance, ballet techniques, and group exercise. Initially, Dorr worked out of a small studio space, but her classes quickly grew in popularity through word of mouth. While Dorr didn’t set out to franchise Pure Barre, people kept asking how they could attend her classes.

14.  Dorr relented and began licensing the Pure Barre concept out to former clients. In 2009, Dorr started franchising. After growing Pure Barre for over a decade, Dorr decided to step down from day-to-day operations in 2015. Two years later, Dorr returned to the company as its “Chief Barre Officer,” which entails building out the company’s world-class training team and introducing a range of innovative techniques.

15.  Around this same time in 2017, Pure Barre was acquired by Xponential Fitness, a large franchisor of several fitness boutique brands. Under Xponential’s leadership, Pure Barre pushed national expansion further. Today, there are Pure Barre locations all across the United States as well as around the world.

Entrepreneur’s Franchise 500

16.  Pure Barre ranked No. 222 on Entrepreneur’s 2022 Franchise 500 list.

Section V – Financial Performance Representations (Average Revenues and/or Profits) for the Pure Barre Franchise (Item 19, 2022 FDD)

• In Part 1 of this Item 19, Pure Barre discloses the average monthly Gross Revenue generated in each calendar month comprising the 2021 calendar year (each, a “Calendar Month” and collectively, the “Measurement Period”) amongst the franchised Studios that were: (i) owned and operated by a System franchisee over the entirety of the Measurement Period; and (ii) operating for at least 12 months beyond their soft opening date as of the end of that Calendar Month (the “Disclosed Studios”).

• In Part 1, the Applicable Subset for a given Calendar Month excludes any Studio that was not open for at least 12 months beyond its soft opening date as of the end of that Calendar Month (the “Excluded Studios”).

• In Part 2 of this Item 19, Pure Barre discloses two different charts. The first chart (Part 2A) discloses the average monthly Gross Revenue generated during the Measurement Period amongst Disclosed Studios that scheduled a minimum of 150 classes per Calendar Month in accordance with Pure Barre’s recommended standards and specifications (the “Fully Scheduled Disclosed Studios”).

• The second chart (Part 2B) discloses the average monthly Gross Revenue generated during the Measurement Period amongst Disclosed Studios that scheduled less than 150 classes per Calendar Month, which does not follow Pure Barre’s recommended standards and specifications (the “Minimally Scheduled Disclosed Studios”).

• The Excluded Studios are excluded from Part 2 of this Item 19.

• In Part 3 of this Item, Pure Barre discloses two different charts. The first chart (Part 3A) discloses the average monthly Gross Revenue generated during the Measurement Period amongst Disclosed Studios that scheduled a minimum of 12 Foundations classes per Calendar Month in accordance with Pure Barre’s recommended standards and specifications (the “Standard Model Disclosed Studios”).

• The second chart (Part 3B) discloses the average monthly Gross Revenue generated during the Measurement Period amongst Disclosed Studios that scheduled less than 12 Foundations classes per Calendar Month, which does not follow Pure Barre’s recommended standards and specifications (the “Secondary Model Disclosed Studios”).

• The Excluded Studios are excluded from Part 3 of this Item 19.

• The Disclosed Studios sold these amounts. Your individual results may differ. There is no assurance that you’ll sell as much.

Part 1 – Average Gross Revenue Amongst the Applicable Subset of All Disclosed Studios for Each Calendar Month Comprising the Measurement Period

• January 2021 (532 Studios):  $17,700
• February 2021 (534 Studios):  $18,359
• March 2021 (535 Studios):  $19,424
• April 2021 (535 Studios):  $19,599
• May 2021 (536 Studios):  $21,820
• June 2021 (543 Studios):  $22,457
• July 2021 (545 Studios):  $22,735
• August 2021 (550 Studios):  $21,468
• September 2021 (552 Studios):  $22,482
• October 2021 (556 Studios):  $22,837
• November 2021 (559 Studios):  $26,915
• December 2021 (561 Studios):  $23,738

• Total Annual Gross Revenue (January 2021 to December 2021):  $259,534
• Average Monthly Gross Revenue (January 2021 to December 2021):  $21,628

Part 2A – Average Gross Revenue Amongst the Applicable Subset of All Fully Scheduled Disclosed Studios for Each Calendar Month Comprising the Measurement Period

• January 2021 (340 Studios):  $21,345
• February 2021 (298 Studios):  $22,823
• March 2021 (405 Studios):  $22,207
• April 2021 (377 Studios):  $22,848
• May 2021 (383 Studios):  $25,131
• June 2021 (369 Studios):  $26,243
• July 2021 (345 Studios):  $27,112
• August 2021 (355 Studios):  $25,223
• September 2021 (319 Studios):  $27,396
• October 2021 (352 Studios):  $27,431
• November 2021 (306 Studios):  $33,540
• December 2021 (287 Studios):  $29,861

• Total Annual Gross Revenue (January 2021 to December 2021):  $311,160
• Average Monthly Gross Revenue (January 2021 to December 2021):  $25,930

Part 2B – Average Gross Revenue Amongst the Applicable Subset of All Minimally Scheduled Disclosed Studios for Each Calendar Month Comprising the Measurement Period

• January 2021 (192 Studios):  $11,246
• February 2021 (236 Studios):  $12,722
• March 2021 (130 Studios):  $10,754
• April 2021 (158 Studios):  $11,845
• May 2021 (153 Studios):  $13,531
• June 2021 (174 Studios):  $14,430
• July 2021 (200 Studios):  $15,185
• August 2021 (195 Studios):  $14,631
• September 2021 (233 Studios):  $15,753
• October 2021 (204 Studios):  $14,909
• November 2021 (253 Studios):  $18,902
• December 2021 (274 Studios):  $17,325

• Total Annual Gross Revenue (January 2021 to December 2021):  $171,233
• Average Monthly Gross Revenue (January 2021 to December 2021):  $14,269

Part 3A – Average Gross Revenue Amongst the Applicable Subset of All Standard Model Disclosed Studios for Each Calendar Month Comprising the Measurement Period

• January 2021 (109 Studios):  $23,288
• February 2021 (87 Studios):  $23,857
• March 2021 (87 Studios):  $25,533
• April 2021 (130 Studios):  $25,024
• May 2021 (150 Studios):  $27,435
• June 2021 (166 Studios):  $28,135
• July 2021 (160 Studios):  $29,080
• August 2021 (159 Studios):  $26,836
• September 2021 (138 Studios):  $28,169
• October 2021 (158 Studios):  $28,007
• November 2021 (131 Studios):  $33,349
• December 2021 (91 Studios):  $29,743

• Total Annual Gross Revenue (January 2021 to December 2021):  $328,456
• Average Monthly Gross Revenue (January 2021 to December 2021):  $27,371

Part 3B – Average Gross Revenue Amongst the Applicable Subset of All Secondary Model Disclosed Studios for Each Calendar Month Comprising the Measurement Period

• January 2021 (422 Studios):  $16,299
• February 2021 (445 Studios):  $17,293
• March 2021 (446 Studios):  $18,255
• April 2021 (403 Studios):  $17,872
• May 2021 (384 Studios):  $19,664
• June 2021 (374 Studios):  $19,939
• July 2021 (384 Studios):  $20,151
• August 2021 (390 Studios):  $19,334
• September 2021 (413 Studios):  $20,636
• October 2021 (397 Studios):  $20,827
• November 2021 (428 Studios):  $24,945
• December 2021 (470 Studios):  $22,576

• Total Annual Gross Revenue (January 2021 to December 2021):  $237,791
• Average Monthly Gross Revenue (January 2021 to December 2021):  $19,816

• The term “Gross Revenue” means the total revenue generated by a given Disclosed Studio over the Measurement Period, including all revenue generated from the sale and provision of any and all Approved Services at, from, or otherwise through, that Studio.

• The term “Gross Revenue” (i) excludes sales tax (that Studio owner must pay directly to the appropriate taxing authority), and (ii) does not account for revenue the Disclosed Studios may have generated by providing the Teacher Training Program.

• The “Average Gross Revenue” figure was calculated by taking the sum of all the Gross Revenue generated by the Disclosed Studios and dividing that amount by the number of Disclosed Studios in the appropriate subset at issue.

• When reviewing this Item 19 and evaluating Pure Barre’s franchise offering generally, it is particularly important to note the following characteristics of Existing Studios described in this Item 19 (as compared to a new Franchised Business):

• a. Each of the Disclosed Studios utilizes the Marks and System in a manner similar to how you will be required to use such intellectual property in the operation of the Franchised Business that is being offered under the Disclosure Document;

• b. Certain of the more mature Disclosed Studios incurred the various other pre-opening costs and expenses over the Measurement Period that you are likely to incur in connection with the development of a new Franchised Business because such Disclosed Studios were all open and operating for some time as of the date the Measurement Period commenced; and

• c. Some aspects of certain Disclosed Studios are primarily managed on a day-to-day basis by a single individual that manages such matters for both locations. While this engagement would be similar to you engaging a “Designated Manager” or other third party to assist in managing certain aspects of your Franchised Business, Pure Barre does not expect that you will be engaging such a third party at the outset of operating your new Franchised Business (unless you are a multi-unit owner).

• This Item 19 does not disclose or discuss any of the operating costs and expenses that will be incurred in connection with the establishment and ongoing operation of a Franchised Business, nor does it account for amortization, depreciation, tax liabilities, and/or costs associated with debt services (if and as applicable).

• The revenues and expenses of your business will be directly affected by many factors, such as: (a) your Designated Territory’s geographic location and population demographics; (b) advertising effectiveness based on market saturation; (c) whether you operate the business personally or hire a third party to serve as your Designated Manager; (d) your product and service pricing; (e) vendor prices on materials, supplies, and inventory; (f) personnel salaries and benefits (life and health insurance, etc.); (g) insurance costs; (h) weather conditions; (i) ability to generate customers; (j) customer loyalty; (k) employment conditions in the market; and (l) the efforts you and your personnel put into your Franchised Business.

Section VI – Pure Barre Franchise Ratios, Comparables, Computations, and Analyses (Exclusive Content for Platinum Subscribers) ⬇️

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