If the thought of opening up your own boutique barre studio has ever crossed your mind, then you’ve probably thought about staffing, leasing space and branding your business.
What’s involved in opening a boutique barre studio? We asked Christine Sharpe, owner of Cbarre in Toronto, and Buffalo Barre owner Maria McKendry to shed some light on taking that leap of faith, how they operate their businesses and what the day-to-day is like.
How did you know you wanted to go into business?
Christine:
I am the type of person who loves a challenge and once I decide to do something I go all in. I started Cbarre at forty and I also think I was far less fearful at that point than in my twenties and thirties!
Cbarre in Toronto.
How did you come up with the concept for your studio?
Christine:
Cbarre was really created for our community, by our community. We started with a handful of my friends and local moms from the Danforth neighbourhood [in Toront0]. I convinced them to let me teach them a class and it honestly just has grown from there!
The reception area of Buffalo Barre.
How did you select the location of your studio?
Maria:
I chose the location based on proximity to my previous location in Clarence, NY as I didn’t want to lose my customers as a result of the move. I also wanted a space that was the right size with natural light. Foot traffic was a big determining factor.
Christine:
Our classes are all held in a small group format so I knew I didn’t need a large space. I also knew that I wanted to be on a certain stretch of the Danforth [in Toronto] as that is where my students were all located, and I wanted to keep our classes super convenient for them. Beyond that, I was very open-minded.
Buffalo Barre as it appeared before it was open and after the renovation.
Did you ever think about franchising an existing barre business? What made you want to go the independent route?
Christine:
It crossed my mind, but since I had a very strong vision for Cbarre already I felt that this was the way I wanted to go. In my late twenties I worked my way up from Educator to Store Manager at lululemon athletica at their flagship store downtown and that career gave me the confidence to know I could build an amazing community and run a small business. I am so grateful for the strong leaders that I had during my time at lululemon because I now apply a lot of what I learned there to running Cbarre.
Maria:
No, I never thought about franchising an existing barre business. The funny thing is, I didn’t want to start my own business at all. I thought I’ll learn barre and teach it to my friends and family because I loved it so much! My husband asked if I was going to charge them and I said yes, of course! He said well then you have to set up a business! That’s really how it started. I was reluctant but I thought well let’s just see how this goes and then it just grew quickly. After looking into the cost of franchising I knew I could do it for less and more importantly have autonomy. For the first year, I was still working as a Physical Therapist. As my barre business grew, I made the choice to quit my job and dedicate my time, full-time to further developing Buffalo Barre.
Did you work with any advisors to help launch your business? Any coaches, mentors, or business advisors that helped you along the way?
Christine:
My two best friends and I all opened up small businesses the year that we turned forty! They have been a huge help along the way because even though our businesses differ we face many similar challenges.
Maria:
I worked with William Grieshober from the Small Business Development Center at Buffalo State College. This is a free service offered in Buffalo, NY that anyone can use. They offer direct counselling and a wide range of services including business plan development, small business start-ups, financial planning, accounting, loan information assistance and more.
Buffalo Barre is also MWBE Certified (Minority and Women-Owned Business Enterprise) thanks to my friend John Gavigan, former Executive Director at 43 North. He strongly recommended that I apply to receive government contracts. The fact that I’m a woman who owns a business means that I’m also a minority which is how I qualified along with having a well-organized and qualified business. The application process was lengthy and challenging but in the end, to be recognized as an MWBE Certified business is an honor.
How did you initially get the word out about your business?
Maria:
Word of mouth, social media, local news ads, Groupon, Living Social, and free classes. I had the extra challenge of many people not knowing what barre is so I starting blogging about it too.
How did you decide on the class formats that are currently offered?
Christine:
Cardio Barre was the first class we offered and our members really loved that you could get a great strengthening workout but that the whole hour had a real dance party vibe. The second class we added was Core Barre and this class was specifically designed to target the Pilates Powerhouse (abs, glutes, legs and lower back). This was something that our students were continually asking for more of. After completing my Pilates Mat certification in the fall of 2018 I started working on creating Core Barre and we launched it in January! We also offer a Connect & Release Yin Yoga class which is an excellent complement to our more high energy “yang” barre classes. We are thrilled to be offering our first outdoor workout: The Cbarre Circuit. This is a high-intensity interval training class held at Withrow Park, just steps from our Studio.
Maria:
I knew I wanted to offer a variety of classes to keep things interesting and to encourage “muscle confusion.” I love barre but I’m a firm believer in doing more than just one type of workout for best results. Many people questioned “What is Buffalo Barre?” and many asked, “What are you?” My answer is we are a fitness studio for women that offers a variety of classes with a focus on barre.
How did you find your instructors?
Christine:
I started by posting on Indeed for instructors, and I hired our opening team from the initial interviews and auditions I held. Now, we get a lot of applicants reaching out to us as word of mouth spreads about Cbarre.
Maria:
People ask me this a lot and I always say they were sent from God! I’m incredibly blessed with an amazing team. My first instructor found me after I posted on Facebook that I was in need of an instructor. I received a phone call 5 minutes after I posted it and she stayed with me for a few years leaving only because her husband got a job out of town.
My second instructor is one of my current yoga instructors. She’s been with me for 7 years! We met when she bought a Groupon and tried my classes. We later met at a Yoga Tune Up seminar and she told me she was in the process of training with Baron Baptiste. I told her to give me a call after she completed her training if she wanted to teach at Buffalo Barre.
Another instructor who has been with me for 3 years was one of my customers. She took classes every day and one day I approached her and said since you’re here every day, do you want to teach?
Cbarre in Toronto.
How do you come up with the choreography for your classes?
Christine:
For our classes, there is a structure but within that our instructors can be very creative with their choreography. I make sure to target all the major muscle groups in the body and my class choreography tends to have a strong Pilates influence. The music I use is also a very big inspiration for me. I often let my music choices guide what movements I choose to teach.
Maria:
We have a general outline of the format of the class that we all follow. Within the class, we plug in different exercises and constantly change the workouts. No two classes are ever the same. I allow my instructors to use their creativity once I’m comfortable with their teaching ability. I used to plan all of my workouts. After 7 years of teaching, I now use what I call my “barre toolbox.” I teach what comes to me within the format and based on who is in class that day and their abilities.
How many hours would you say you put into the business?
Christine:
I went into this year knowing that 2019 was going to be an epic year of growth and that I would need to commit to working more than I ever had before. The great thing about building a business is that most of the time it doesn’t feel like work because it is your baby. A few of the things that I have done that help me during this busy season of life is that I now order my groceries once a week to be delivered to my door and I have a house cleaner twice a month. I also just delegated our social media strategy to a team member and she is doing an awesome job. All these little things are a step in the right direction!
Maria:
I honestly don’t keep track. Let’s just say a lot!
The reception area at Buffalo Barre.
Any surprises when opening a studio?
Christine:
Yes! I have been so surprised at how incredibly supportive all of our members have been. From the very first moment I mentioned my idea of opening our very own studio and growing the team, they have been my ultimate cheerleaders. Their support and ongoing feedback has meant so much and truly helped get me through the more challenging days with a smile.
Is there anything else you think people should know about being a business owner?
Christine:
Everyone says that you’ll be working a tonne when you start a business, but people rarely mention how mentally challenging it can be to be a solo entrepreneur. One hundred percent of the decisions are up to you and this can sometimes feel overwhelming. I always have about 50 ideas kicking around in my head at a time, so I am really learning to slow down and tackle one thing at a time. I personally believe that being a business owner can be one of the greatest opportunities in this life for self-development. It has pushed me in so many incredible ways and has been a truly fantastic adventure so far.
Maria:
Do it for the right reasons and you will succeed. In order to inspire others especially in this business, you have to have a passion for what you’re doing. When things become difficult, I try to remind myself why I started and I persist. Know that it’s impossible to please everyone so stand boldly in your vision and what you believe in but at the same time be open to change. Also, know that failure is required to succeed and grow. It takes time and energy to figure out what works and what doesn’t. Learn how to step away from your work and enjoy your priorities in life. In my case, that would be my family. Lastly, when making decisions, think long-term…legacy over short-term success.
Are you a boutique studio owner? Let us know in the comments about what your journey to studio ownership was like, or if you are thinking about carving your own path, let us know what questions you might have about studio ownership.
