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The Bar Method Photo courtesy Self Esteem Brands.
The Bar Method, which was purchased by Self Esteem Brands for an undisclosed amount, offers a workout that targets all major muscle groups, alternating between the front and the back of the body.

Anytime Fitness’ Parent Company Acquires The Bar Method

Self Esteem Brands plans to pursue worldwide franchising of The Bar Method, starting in North America.

Self Esteem Brands, the parent company of Anytime Fitness, Woodbury, Minnesota, has acquired The Bar Method for an undisclosed sum, according to a release from Self Esteem Brands. The Bar Method has 123 studios in 30 states and Canada, a number that Self Esteem Brands noted it plans to expand through franchising around the world but with an initial concentration in North America.

Roark Capital is again investing in the company to make the acquisition and expansion possible, according to Self Esteem Brands. Roark has collaborated with the company on numerous business opportunities for many years, Self Esteem Brands and Anytime Fitness co-founder and CEO Chuck Runyon said in a media release.  

In addition to Anytime Fitness, Self Esteem Brands also owns Basecamp Fitness and Waxing the City, which is a waxing and personal care franchise.  

“All four franchises have tremendous growth potential and provide our members and clients with the finest services available,” Runyon said in the media release.

The Bar Method, which offers barre-based fitness, was developed by founder Burr Leonard. The flagship studio opened in San Francisco in 2001.

Leonard said that Self Esteem Brands’ franchising experience and ability to scale rapidly will help The Bar Method reach “thousands of additional clients.”

Jay DeCoons, the CEO of The Bar Method since 2015, will remain with the company, serving as brand president.

Self Esteem Brands is betting on The Bar Method appealing to a different type of consumer than those who frequent Anytime Fitness or Basecamp Fitness, according to Dave Mortensen, co-founder and president of Self Esteem Brands and Anytime Fitness. 

“The Bar Method was created under the guidance of physical therapists to ensure it is safe and effective for clients spanning a wide range of abilities, including those with physical limitations and injuries,” he said in the media release. “The Bar Method targets all major muscle groups, alternating between the front and the back of the body. The unique exercises keep clients working long and intensely enough to transform and sculpt the muscles. Active and passive stretching follows each exercise to create a graceful, dancer-like body that is at the same time lean and defined. Clients in their 20s see the results, just as much as our clients in the their 70s.”

In the meantime, Anytime Fitness is a 24-hour access gym offering coaching programs, and Basecamp Fitness, which Self Esteem Brands purchased in late 2018, features high-intensity workouts.

Anytime Fitness ranked No. 16 on Club Industry’s 2019 Top 100 Clubs list with $132.9 million in 2018 revenue from corporate-owned clubs and franchisee fees (but not revenue from each individual franchisee). This was a 14.2 percent increase from 2017 revenue, according to the company.

Self Esteem Brands is also the parent company to affiliates Provision Security Solutions, Healthy Contributions, PumpOne and Franchise Real Estate. 

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