NEIGHBORHOOD barre’s Founder Katy Richardson on the Brand’s Successful Rise Throughout Tennessee and Beyond

A Discussion with NEIGHBORHOOD barre Founder Katy Richardson

When Katy Richardson moved to Knoxville, Tennessee in 2011, you could say that the barre scene was non-existent. “I was the first barre studio to open in Knoxville,” says Katy, NEIGHBORHOOD barre‘s Founder. “Boutique fitness was just becoming ‘a thing’ so I was really on the forefront of helping to create the scene.”

A scene she did create, indeed. For now, her barre brand has major roots in the state of Tennessee with studios in Alabama, North Carolina, Virginia and soon Florida.

I had the chance to speak with Katy about how she got started and what it’s like to run a barre franchise.

 

Do you remember the very first barre class you took? Where was it?

The first barre class I ever took was in Birmingham, AL at Pure Barre! The instructor looked at me after and said: “You’ve done this before…”. My cheerleading/yoga skills at least made me appear to look like I knew what I was doing.

What was the barre scene like in Knoxville before you opened the doors to your first studio [at The Northshore Town Center]?

I was the first barre studio to open in Knoxville. Boutique fitness was just becoming ‘a thing’ so I was really on the forefront of helping to create the scene. Lululemon opened at the same time and we were able to partner together to promote boutique fitness. We soon had another barre studio, a hot yoga studio, and a cycle studio; thus began the fitness boom in Knoxville.

Do you remember the day you opened the doors to your first studio? What was that feeling like?

Absolutely! I was terrified and to make things worse, my new boyfriend’s mom and her best friend took my VERY FIRST class. Let’s just say it was a day to remember.

Was becoming a business owner always part of your career plan?

I come from a long line of entrepreneurs and have always loved business. I tried selling my art when I was 6 – correction, I did sell my art when I was 6. Thank you, Mrs. Sabrina, for helping to build my self-confidence. I’ve always liked to work and am a results-driven person, so a Corporate job was hard for me. My first real job was in internal audit and it was a bit of a power struggle. My favorite day was being in a closed-door convo with my boss who said “Katy… you have a way of… rallying people around you and… making them believe what you believe”. Oh my gosh, finally my strengths are being noticed!!! Me: “Oh. Thank you?” Boss: “It’s not a compliment! Stop turning my people against me!” Whoops…

Was there a specific moment when you realized that you wanted to launch a business? I’d love to know how it all came together. Was there a lightbulb ‘aha’ moment?

Being in Corporate Audit during a recession gave no room for growth. It was no one’s fault – I was thankful to still have my job given the state of the economy – but it forced me to have to decide to stay with it and make a lateral move, or leave to do my own thing. The aha moment was when the name NEIGHBORHOOD barre came to me. I thought – this is it. I’ve got a great idea, I’m capable, and I would rather try and fail than wonder what could have been.

Speaking of, how did you come up with the name NEIGHBORHOOD barre? Is there a cool story behind it?

There is literally no story [laughter]. I woke up in the middle of the night – eyes flew open – and thought ‘NEIGHBORHOOD barre’. I never questioned it beyond that point.

How would you describe the “NEIGHBORHOOD barre technique?”

NEIGHBORHOOD barre follows many of the core principals of the classic Lotte Berk technique, with a bit of a twist. We intermix strategically placed full range exercises to build heat and then use the isometrics to carve. Our workouts are timed and precise, so you are always getting balanced working time in each section of the class. We follow strict training guidelines to keep the technique and classes consistent from one studio to the next, but you aren’t getting a canned workout. In fact, you will almost never get the exact same workout twice.

What influences did you incorporate into this technique?

The main influences are Lotte Berk and Pilates, two of the most effective ways to workout. We do have specialty classes like barreHIIT, which incorporates a Tabata influence, and a gliding disc class called barreCORE, which uses more of the elements you would find in a reformer or megaformer class.

From creating new choreography to awarding franchises to new studio owners, you as an entrepreneur must wear many different hats. Of all the different roles you must have, what is your favourite?

I love to teach classes. It is truly my favorite part of the job. I like seeing the changes we create in our clients’ lives and providing them with a comforting place to workout. We are often at our most vulnerable when working out and we, as instructors/owners, don’t know the history of disappointments and struggles that our clients have had before they find us. Being able to change their body, their thinking, and provide a refuge where they can improve themselves is the best part of my job.

You have a fitness background and also happened to study business (finance and accounting) in school, which probably complemented each other nicely when you first launched your business. Would you say one was more important to have over the other, or were they both equally helpful in running your first barre studio?

A diverse background in fitness and accounting knowledge is key. You have to understand the importance of not overspending where it isn’t needed and you have to understand the body and what you are teaching in a fitness class. I would not have been able to figure either one of those out on my own so I would say when it came to writing the technique and running the businesses, I needed both to be successful. The finance part helps with my spreadsheet formulas.

What keeps you up at night as a business owner?

I am always worried about my franchisees. I want to make sure that I am providing them with the necessary tools for success. I have had to learn that they all need different types of support depending on their strengths, so tailoring our consult calls is key to their success. It takes a few months of working with someone to get in a rhythm and communication is key! I can not fix a problem that I don’t know exists and they can not run their businesses successfully without the proper leadership from me. I pray every night that I am able to be the leader that they need in order to be successful and that I am able to meet their needs. It’s a lot of pressure some days, but I have an amazing team who works very hard to make sure no one ever feels like they are in this alone.

Over the past few years, your business has been steadily expanding. What do you attribute that success to?

That is a great question. Making the decision to franchise was another “I would rather try and fail than wonder” decision. It is the only way I would be able to expand successfully given the energy and time it takes to keep one studio going in our ever-changing fitness market. There is a lot of competition out there, so it truly is the owner and instructors that create an environment that stands out. Our laid back atmosphere, fun music, but strict workout give a lot of people what they are looking for and can’t find in a traditional barre studio.

Speaking of growth, you do have a franchising option. What type of personality traits do you think make good studio owners? Do they need to have a fitness background? Business background?

The best background to have to make a studio successful is one in customer service. Customer service is the key to any business in the service industry. You might not be the best instructor, but if you are warm, welcoming, and make the clients feel like rock stars, your classes will be packed. You also have to be willing to learn the business part so that you can operate it properly, and willing to learn the fitness part so that you understand the service you are providing.

What’s next for Neighborhood Barre? How do you see your business growing and evolving in the next 5 years?

We will continue to operate as we have the past 5 years with strategic growth. That means we are planning to expand only in certain markets that are within a certain radius of our Knoxville, TN headquarters. That being said, if we get a strong candidate who wants to build out an entire market, we will consider adding that market to our system. As a company, we have to be able to support the owners, so we take the growth pattern very seriously.

Lastly, because I am always curious to know what different people’s perspectives are on this… do you see barre as a workout that has staying power? Do you see it evolving in any way?

Absolutely! Let’s get real – it’s been around since the 70s! Bar Method has been going strong since the 90s and Physique 57 for almost 15 years! It’s simply another way to work out that produces particular results that people are looking for – just like yoga and pilates. It’s a derivative of other nontraditional workouts that has become more mainstream due to the fitness market capturing the need for a boutique experience. Will the market keep changing? SURE! But again, if you provide the best experience with the client success being your main focus, you will have staying power. The workout and the results speak for themselves.

What is your favourite barre exercise?

All the pretzels.

What is your favourite barre prop?

Double Tube!

What is your favourite post-class activity?

Happy Hour.

Planks or push-ups?

Push-ups

Favourite dance movie?

Center Stage.

Go-to leggings?

Alo 7/8th

What is typically playing in a NEIGHBORHOOD barre studio?

EDM / House, Hip Hop, Pop / Top 40, Rap

Favourite time of day to take a class?

Morning – 8am – 11am