A mainstay in the Buffalo fitness scene since 2011, Barre Centric will become part of the fast-growing barre3 brand

Barre3 continues to expand, announcing an agreement that will see Buffalo, New York-based brand Barre Centric transition its studios into barre3 locations. 

Under the agreement, all Barre Centric studios will sign franchise agreements with barre3, converting their locations. Barre Centric counts three studios, all of which are in Buffalo. 

The Barre Centric locations will transition over the coming months, with all three studios receiving new branding, updated class formats and instructor training to bring them in line with barre3. 

Founded in 2011 by former dancers Giavana De Zitter and Rachael Jarosz, Barre Centric offers full-body, low-impact barre fitness workouts that last for 45 or 55 minutes per session. De Zitter and Jarosz themselves have taught over 10,000 classes, growing Barre Centric into a mainstay in Buffalo’s fitness scene. 

“I am thrilled to welcome Gia and Rachael to our network of owners,” said Sadie Lincoln, the co-founder and CEO of barre3. “What they accomplished together with Barre Centric is admirable, and I look forward to the leadership and insight they will bring to barre3. We’re so excited they are becoming barre3 and are joining us in our vision to redefine what success in fitness means.”

Full Steam Ahead for barre3

The move sees barre3 enter the Buffalo market as it continues to expand across the United States. Last year, barre3 acquired The Barre Code, a Midwest fitness brand, in a major consolidation move in the barre space. 

De Zitter and Jarosz told Athletech News they were encouraged by barre3’s acquisition of The Barre Code, and that the success of the move played a role in their decision to become barre3 franchise owners. 

Barre Centric co-founders Rachael Jarosz (l) and Giavana De Zitter (credit: Barre Centric)

Founded in 2008 in Portland, Oregon, by Lincoln and her husband, barre3 now counts 197 locations nationwide. Lincoln has said she believes the brand can open as many as 1,000 studios across the globe. 

The fitness brand has grown thanks to a focus on sustainable franchise economics, timely acquisitions and premium workout offerings. Bare3 offers workouts including barre3 Signature, b3 Cardio, b3 Strength, b3 Mindful Flow and curated collections. Classes are available in-person and online through the company’s digital platform.

credit: barre3

Barre3 also has a strong retail arm, selling fitness apparel in partnership with Beyond Yoga, along with equipment, accessories and wellness/beauty products. 

More To Come?

While barre3’s absorption of Barre Centric isn’t an acquisition, experts have told ATN they expect to see more consolidation in the boutique fitness sector as some smaller brands struggle amid macroeconomic and industry-specific challenges. 

Lincoln has said barre3 will continue to pursue acquisitions and strategic other deals if the fit is right. 

“If there’s an alignment in our core values, vision and mission, then it’s something I’m proud to say we can do,” she told ATN in July. “It’s not just the bigger brands like The Barre Code – the owner of Spokane Barre just became part of barre3. I’m passionate about the people who have one or two studios but want to join something bigger and get the support they need.”

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