You Don’t Need a Brick and Mortar Studio to Build a Barre Community

I like to describe the year 2020 as the one where we all had to roll with the punches. At the beginning of the year, if you had told me that I was going to be doing virtual classes from my home for months on end, I probably wouldn’t have believed you. For as long as I could see into the future I always envisioned working out in a studio so long as I was able to afford that luxury.

This year has made me appreciate in-person connections more than ever as we navigate shutdowns. It’s something that I’ve come to realize is so fragile and shouldn’t be taken for granted.

Now that we are living in a semi-virtual world and more classes are going online, is it possible to build a barre community without a physical presence?

To dig into this topic a little more, I turned to Kelly at Barre Roots who has been doing a great job of growing her business without a brick and mortar studio. I thought she would be the perfect person to speak with about how to grow a community without owning a fitness studio.

 

 

 

Had you considered opening a brick and mortar space when starting your business, or had you always planned to host remote classes?

My original plan was to open a brick and mortar. I started out renting a studio while I looked for a space of my own. However, when I started finalizing my business plan to turn in to the bank to get approved for a loan, the COVID-19 pandemic hit and everything came to a stop.

 

What do you like about owning a business without a physical space?

There is very little overhead, and I can be VERY flexible in what I do. Barre Roots has grown so much since March, and it’s because I was given the opportunity to think outside the
box (or brick and mortar specifically.)

 

Are there any disadvantages to not having a physical space?

When I tell people that I own a barre studio, their first question is always, “Where is it located?” Sometimes I get frustrated because I’d love to say, “Oh it’s in ‘blah blah’ shopping center, or it’s at ‘blah blah address’.” But since the pandemic started, the online space for fitness studios has become more and more normalized.

 

 

 

How do you nurture culture and community with people through your virtual and on-location classes?

Part of what makes Barre Roots different is the connection that is created. I will always personally follow up with you after class, I’ll text to check in with you, or send an email to let them know I’m thinking about them. I have also created a Facebook group for all the Barre Roots students so they can not only stay connected with me but with each other as well.

 

Do you find you have to foster the community differently when you have a chance to meet clients in person versus online?

I like meeting people in person, but I think the same rules apply to in-person and online. You need to LISTEN to your community and make sure every individual knows they’re SEEN, and not just a number. I will say because the online reach and community can grow to be much larger than an in-person reach and community, it does require more effort, but like I said, the same principles apply.

 

How do you keep connected with your clients?

I always text/email/direct message them to check-in. Even if it’s as simple as, “Thinking about you today, hope all is well!” And in the Barre Roots, I will post studio updates, ask how everyone’s weekend was, ask if anyone has any exciting news or anything else to keep the conversation going.

 

What advice would you give to someone who is thinking about starting a remote fitness business?

It takes time to grow. For most people, this is brand new territory, so don’t get frustrated if it doesn’t “take off” at first. Even though this is a new world we’re living in, this is still a fairly new concept that people need to get the hang of. In addition to that, keep in mind all the possibilities you have because you’re not limited to one single space- get creative! That will help set you apart.

 

 

 

Would you advise people with online businesses to host offline events and in-person classes?

I would. That is something I have done and continue to do. I think it is important to have that in-person connection every once in a while to let people know, “this is real and these are real people!” I have two Small Group Outdoor Classes each week, and I have larger events in parks, breweries, and other fun locations. I recently held an event where one of the attendees was a girl who I only knew by way of her purchase of my recorded classes. When I finally met her in person that connection became stronger.

 

Anything else you would like to mention?

Don’t try and do it like other studios. Obviously, you need to be aware of what your competitors are doing so you’re not so far off the beaten path but being unique is going to be your biggest asset. And I cannot stress enough; BE REAL. Because most of your clients won’t see you in person that often if at all, it is good to let them know that you’re a real person and not just some online machine.

 

If you would like to learn more about Kelly and her business, visit barreroots.com.