Franchise Development Leaders: Sarah Luna of Pure Barre

It was Sarah Luna’s dance background that led her to the fitness space, first as a certified Pilates instructor, then as a franchise owner and business coach. Between her customer-facing industry experience, her time spent studying entrepreneurship and her own small business experience, it’s no wonder Luna has become a force to be reckoned with in the franchise development space—first in her work with Club Pilates, a franchise brand she helped grow from 28 to over 400 studios, and now in the role of president of boutique fitness powerhouse Pure Barre, a brand with over 500 studios and nearly 600,000 clients across the U.S. and Canada.

1851 caught up with Luna to learn about her leadership style, her take on the state of the industry and what makes a great franchisee.

1851: How did you first get into franchising?

Luna: My mother owned and operated a franchise, so franchising runs in the family! I first got into the business when I purchased my own fitness franchise in September 2014. It was exciting to become a business owner and to immediately have access to the tools provided by the corporate team. 

1851: What do you love about the industry?

Luna: Boutique fitness is thriving. I only see the space getting bigger as more and more fitness enthusiasts find the concept that meets their needs, both physically and mentally. By franchising home run concepts like Pure Barre, consumers are able to find their favorite and preferred method of workout, no matter where they travel. 

1851: What do you wish that you could change about the industry? 

Luna: Sometimes boutique workouts can appear mysterious—even foreign—to those who have not experienced a small group workout. In franchising, we have the opportunity to change these perceptions by offering a distribution channel and brand awareness that allows everybody to give our workouts a shot.

1851: What is the biggest challenge franchisors are currently facing in franchise development and what are you doing to overcome it?

Luna: Finding talented staff is a common challenge for both franchisors and franchise partners. At Pure Barre, we tend to groom and develop talent from within. That way, we retain top-notch staff while providing incredible career opportunities. This methodology allows us to continue developing and growing the franchise; our team is incredibly dedicated to the success of the company. 

1851: What do you think will be the biggest trend in franchise development in 2020?

Luna: Real estate plays a major role in the way franchise concepts develop and grow. Given the current state of retailers in commercial real estate, there is a unique opportunity to use both conventional and non-conventional spaces in order to maintain growth. Therefore, we should start seeing more franchise concepts adopt flexible footprints that will work for current commercial inventory. I think we may also start to see landlords creating “Fit Row” properties, where multiple complementary fitness concepts are in the same center.  

1851: What makes a great franchisee?

Luna: A great franchise partner is communicative and tuned in with the corporate team. They proactively participate in available trainings and webinars and take the time to read materials provided by their corporate team. They truly understand the importance of that support system in order to grow their business—a successful franchise partner is eager to increase their understanding of the industry and overarching brand goals. They help boost the message to other franchise partners who may be less engaged. A franchisee who sees themselves as a true partner with the corporate team and helps bring initiatives to the ground level is an incredible asset to a brand as a whole—they will ultimately build a successful and flourishing business within their community. 

1851: What's the No. 1 thing that sells franchises?

Luna: Having a great team and support structure. Attractive franchise concepts need a solid product and infrastructure so that investors feel comfortable partnering with the corporate team to bring that franchise to their local market.