Alicia Saxton, the owner of Pure Barre Geneva, shares her journey of becoming a boutique fitness studio owner, how to define success and more.
Can you share your background?
Prior to becoming the owner of Pure Barre Geneva, located in the west suburbs of Chicago, Illinois, my professional background was in education. I earned a master’s degree in education and spent five years as a high school teacher, simultaneously serving on the local school board. After contributing to the education of the children in my community, I became a parent myself. To prioritize raising my child, I chose to step away from teaching. After the birth of my second child, I stumbled upon Pure Barre and became a regular client. Soon after that, I was hired on to manage the front desk, checking-in clients and assisting with class setups, and I later transitioned to become an instructor in 2019. My journey led me to the opportunity to purchase the studio, and since spring of 2021, I have been a proud owner of the boutique fitness studio.
What made you take the leap into owning a franchise with Xponential?
My decision was fueled by my genuine passion for the brand and a strong connection to the studio. Owning a Pure Barre had always been a dream of mine, though I never anticipated it becoming a reality. The opportunity arose when the previous owner approached me about purchasing the studio. With Pure Barre’s decade-long presence, established clientele, and significant community ties, I felt compelled to step in and ensure its continued growth. Despite the delay caused by the pandemic, I didn’t shy away and persevered to push the sale, which eventually was finalized in May of 2021.
How did Xponential’s support and platform guide you through the entire process from signing to sustainable business?
Like with any new venture, the journey had its share of highs and lows. Before 2023, we faced a significant drop in membership. It turned out to be a year of learning through failure, marked by setbacks.
However, the potential for a positive turnaround was recognized when we nearly clinched the “Transfer Turnaround Studio of the Year” award, an accolade given out by Xponential to new studio owners who have significantly improved their studio since its previous ownership. Even though we didn’t win the award, this recognition from Xponential served as a motivational push to persevere and strive for success.
To navigate through the challenges, I leaned more on trusting corporate guidance from Xponential, particularly in marketing, management and sales training. This encompassed decisions on class scheduling and other critical aspects, which ultimately contributed to the improvement and sustainability of the business.
When did you see success with your studio and how do you define success?
Success came directly after I committed to enhancing the skills of my studio’s management and sales staff. To achieve this, I took the initiative to fly our team to Xponential headquarters in Irvine, California, where they received training from the vice president of sales. I extended the training myself to the entire staff, aiming to elevate our sales process.
Our set goal was to secure 300 members, and I’m pleased to share that we’ve not only achieved but surpassed that target, currently boasting a membership count of over 350. The decision to invest in our employees was a significant leap, and the returns have exceeded expectations multiple times over.
What drives you in your business each day?
My members and employees inspire me to strive for excellence each and every day. You can often find me in the studio daily, either teaching classes or sitting in the lobby doing paperwork and greeting members. This is because I genuinely enjoy contributing to the growth and success of my studio and being as hands-on as possible.
What is your longer-term vision for your studios?
My present focus is on continuing to grow the Geneva studio and provide the highest quality fitness experience to our current and new members. I have no current plans to acquire additional studios, but I would consider it if the opportunity arose to replicate the success and community of my current studio elsewhere.
