Neighborhood Barre, the boutique fitness franchise under Extraordinary Brands, has spent 15 years bringing a playful spirit and an approachable attitude to boutique fitness. The brand is now bringing that personality outside the studio through Barre Everywhere, a new campaign built around the idea that barre movements can show up in everyday life.
The campaign uses dance, sequins, disco balls, humor and fun visual concepts to present barre in a fresh way. It also builds on Neighborhood Barre’s recent rebrand, giving the company a way to introduce its new identity while reinforcing the culture that has shaped the brand since its founding.
“Barre Everywhere is about taking barre beyond the studio and showing how its movements are already part of everyday life,” said Marley Delaney, marketing director at Extraordinary Brands, Neighborhood Barre’s parent company. “We wanted to bring barre to the masses in a fun, approachable way.”
Founder Katy Richardson launched Neighborhood Barre in 2011 after seeing an opportunity to make barre more accessible to women who didn't connect with how the workout was traditionally presented.
“Neighborhood Barre has always been a little more light-hearted and a little cheekier than our competitors,” Richardson said. “I saw this whole untapped market of people who weren’t doing barre because they didn’t feel comfortable trying it.”
The campaign starts with Richardson delivering a manifesto that challenges the fitness industry’s constant focus on doing more. The video then shifts into a choreographed sequence featuring sequins, disco balls, and a choreographed dance sequence. Static creative also takes familiar barre positions and puts them in unexpected settings. Images may be flipped upside down or show a barre pose paired with heels. The goal is not to change the workout but to get people to look at barre differently.
“It’s a showcase of feminine energy around what already exists,” Delaney said. “When women see it, they can relate to it and know that it was created for them, by them.”
Richardson has worked to balance a structured workout with a more relaxed studio experience since launching the company. Classes follow a consistent format, supported by a detailed training program, while the brand allows room for personality and fun. “The studio isn’t less professional and the workout isn’t easier,” Richardson said. “The difference is the vibe. It’s more light-hearted and doesn’t take itself too seriously.”
Barre Everywhere also makes Neighborhood Barre’s female-forward identity more visible. That identity helped attract Jaclyn Haddow, a Neighborhood Barre franchise owner in Melbourne, Florida, to the business.
“I saw a post about the best franchises to buy into under $100,000, and I found Neighborhood Barre,” Haddow said. “I spent the whole night looking on Instagram and I loved the personality and the culture of this brand and just wanted to be part of it. I feel like I've always been in very female-driven industries, and I love that about it. I just really loved the branding behind it and thought it really fit well with me, my beliefs and my personal network.”
Savannah Hopps, franchise owner in Hendersonville, Tennessee, experienced the brand first as a client. Her path during more than a decade with Neighborhood Barre took her from working in childcare to becoming an instructor and eventually an owner.
“What excites me most is that this brand is genuinely built by its members,” Hopps said. “My first class was with the founder, Katy, and now I’m an owner alongside women I used to teach with in Maryville. It’s this cycle where the clients become the instructors and the instructors become the owners, so you know everyone in the room cares deeply about the method and believes in it, too.”
Neighborhood Barre introduced its new logo and design system in June, setting the stage for Barre Everywhere to bring the updated brand to life through a larger marketing campaign.
“The goal was to make Neighborhood Barre look and feel more like who we’ve always been,” Richardson said. “The new design system and logo fit the personality of the brand rather than trying to mold it into something else.”
Movement is incorporated into the new identity itself. Delaney pointed to the “B” in the new Neighborhood Barre logo, which can resemble the side profile of someone moving at the barre. Barre Everywhere carries that idea into its choreography and photography. The rebrand also places more emphasis on the “neighborhood” side of the company’s name.
“Neighborhood Barre is bigger than a brand. It's a belief system,” Delaney said. “It's not just what we do inside the studio, but it's how we represent ourselves outside of the studio as well.”
That focus gives franchise owners a broader story to tell in their local markets. Owners can promote the workout alongside the relationships and in-person connections that develop around their studios.
Neighborhood Barre is launching the campaign as it marks its 15th anniversary, connecting the company’s history with its plans for future growth. Richardson remains closely involved in that direction. She became chief operating officer of Extraordinary Brands, allowing her to continue shaping the concept she founded while bringing her experience to the parent company’s other brands.
“We’re really lucky to still work directly with Katy as the founder of Neighborhood Barre and chief operating officer of Extraordinary Brands,” Delaney said. “Her continued involvement allows us to maintain that founder mindset as the brand grows.”
Barre Everywhere gives Neighborhood Barre a way to translate its established personality into a larger marketing platform. The campaign presents barre as structured and effective while embracing creativity, quirkiness and a distinctly female-forward identity.
“We want to be the most approachable, the most inviting and the most fun,” Delaney said. “There’s so much character in what the neighborhood creates, and that’s difficult to find in other brands within the same modality.”
Neighborhood Barre sees that positioning as an important part of its next stage of growth. Barre Everywhere gives current and future franchise owners a clear expression of the brand they can bring into their local communities while showing more women that barre can have a place in their everyday lives.
To find out more information on costs to buy this franchise, please visit https://1851franchise.com/extraordinary-brands.
Extraordinary Brands
SPONSORED
As the franchise celebrates 15 years and introduces a new brand identity, its Barre Everywhere campaign uses exciting, female-forward creative to show what sets it apart.
Neighborhood Barre, the boutique fitness franchise under Extraordinary Brands, has spent 15 years bringing a playful spirit and an approachable attitude to boutique fitness. The brand is now bringing that personality outside the studio through Barre Everywhere, a new campaign built around the idea that barre movements can show up in everyday life.
The campaign uses dance, sequins, disco balls, humor and fun visual concepts to present barre in a fresh way. It also builds on Neighborhood Barre’s recent rebrand, giving the company a way to introduce its new identity while reinforcing the culture that has shaped the brand since its founding.
“Barre Everywhere is about taking barre beyond the studio and showing how its movements are already part of everyday life,” said Marley Delaney, marketing director at Extraordinary Brands, Neighborhood Barre’s parent company. “We wanted to bring barre to the masses in a fun, approachable way.”
Founder Katy Richardson launched Neighborhood Barre in 2011 after seeing an opportunity to make barre more accessible to women who didn't connect with how the workout was traditionally presented.
“Neighborhood Barre has always been a little more light-hearted and a little cheekier than our competitors,” Richardson said. “I saw this whole untapped market of people who weren’t doing barre because they didn’t feel comfortable trying it.”
The campaign starts with Richardson delivering a manifesto that challenges the fitness industry’s constant focus on doing more. The video then shifts into a choreographed sequence featuring sequins, disco balls, and a choreographed dance sequence. Static creative also takes familiar barre positions and puts them in unexpected settings. Images may be flipped upside down or show a barre pose paired with heels. The goal is not to change the workout but to get people to look at barre differently.
“It’s a showcase of feminine energy around what already exists,” Delaney said. “When women see it, they can relate to it and know that it was created for them, by them.”
Richardson has worked to balance a structured workout with a more relaxed studio experience since launching the company. Classes follow a consistent format, supported by a detailed training program, while the brand allows room for personality and fun. “The studio isn’t less professional and the workout isn’t easier,” Richardson said. “The difference is the vibe. It’s more light-hearted and doesn’t take itself too seriously.”
Barre Everywhere also makes Neighborhood Barre’s female-forward identity more visible. That identity helped attract Jaclyn Haddow, a Neighborhood Barre franchise owner in Melbourne, Florida, to the business.
“I saw a post about the best franchises to buy into under $100,000, and I found Neighborhood Barre,” Haddow said. “I spent the whole night looking on Instagram and I loved the personality and the culture of this brand and just wanted to be part of it. I feel like I've always been in very female-driven industries, and I love that about it. I just really loved the branding behind it and thought it really fit well with me, my beliefs and my personal network.”
Savannah Hopps, franchise owner in Hendersonville, Tennessee, experienced the brand first as a client. Her path during more than a decade with Neighborhood Barre took her from working in childcare to becoming an instructor and eventually an owner.
“What excites me most is that this brand is genuinely built by its members,” Hopps said. “My first class was with the founder, Katy, and now I’m an owner alongside women I used to teach with in Maryville. It’s this cycle where the clients become the instructors and the instructors become the owners, so you know everyone in the room cares deeply about the method and believes in it, too.”
Neighborhood Barre introduced its new logo and design system in June, setting the stage for Barre Everywhere to bring the updated brand to life through a larger marketing campaign.
“The goal was to make Neighborhood Barre look and feel more like who we’ve always been,” Richardson said. “The new design system and logo fit the personality of the brand rather than trying to mold it into something else.”
Movement is incorporated into the new identity itself. Delaney pointed to the “B” in the new Neighborhood Barre logo, which can resemble the side profile of someone moving at the barre. Barre Everywhere carries that idea into its choreography and photography. The rebrand also places more emphasis on the “neighborhood” side of the company’s name.
“Neighborhood Barre is bigger than a brand. It's a belief system,” Delaney said. “It's not just what we do inside the studio, but it's how we represent ourselves outside of the studio as well.”
That focus gives franchise owners a broader story to tell in their local markets. Owners can promote the workout alongside the relationships and in-person connections that develop around their studios.
Neighborhood Barre is launching the campaign as it marks its 15th anniversary, connecting the company’s history with its plans for future growth. Richardson remains closely involved in that direction. She became chief operating officer of Extraordinary Brands, allowing her to continue shaping the concept she founded while bringing her experience to the parent company’s other brands.
“We’re really lucky to still work directly with Katy as the founder of Neighborhood Barre and chief operating officer of Extraordinary Brands,” Delaney said. “Her continued involvement allows us to maintain that founder mindset as the brand grows.”
Barre Everywhere gives Neighborhood Barre a way to translate its established personality into a larger marketing platform. The campaign presents barre as structured and effective while embracing creativity, quirkiness and a distinctly female-forward identity.
“We want to be the most approachable, the most inviting and the most fun,” Delaney said. “There’s so much character in what the neighborhood creates, and that’s difficult to find in other brands within the same modality.”
Neighborhood Barre sees that positioning as an important part of its next stage of growth. Barre Everywhere gives current and future franchise owners a clear expression of the brand they can bring into their local communities while showing more women that barre can have a place in their everyday lives.
To find out more information on costs to buy this franchise, please visit https://1851franchise.com/extraordinary-brands.
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