Pure Barre's Ultimate Workout

The fitness brand pushes customers to be the best they can be. As company president, Sarah Luna is challenging the business to do the same. by STEPHANIE SCHOMER

- Stephanie Schomer

Pure Barre is all about being strong— and about the hard work that building strength requires. The fitness franchise is beloved for its make-your-muscles- tremble workouts, which are offered across North America by more than 500 franchisees, most of whom are women. When Sarah Luna stepped in as company president in November 2018, she was determined to make the brand itself even stronger, no matter how much hard work it would require. She’s since focused on operational improvements, updating studios, and boosting membership sales. (They’re up 75 percent year over year.) At just 33 years old, Luna falls into the same millennial demographic as plenty of Pure Barre’s franchisees, which has allowed her to build strong relationships fast, cutting to the core of the company’s challenges— and opportunities.

You joined Pure Barre in November 2018. How did you get up to speed on the brand?