AusLeisure

Leading global fitness sharing platform ClassPass has released GameChangers - their campaign championing some of the most innovative and inspiring fitness and wellness studios and salons available across Australia, as chosen by their loyal customers.

ClassPass acknowledges that while their report could have included thousands of studios, clinics and salons, they have featured only 20.

With health, fitness and wellness industries having been significantly impacted for almost two years throughout the COVID pandemic, ClassPass highlight that in spite of profound challenges, these industries have adapted, innovated and evolved; finding new ways to provide essential and much-loved services to their customers – they “changed the game”.

ClassPass General Manager ANZ Allie Mairs notes that ClassPass exists to support these businesses, and provide the most flexible and enjoyable way to connect health, fitness and wellness enthusiasts with local studios, clinics and salons, creating a business - consumer community.

To celebrate these communities and the people behind them, ClassPass launched GameChangers - featuring the following 20 businesses chosen by their customers to be innovative and inspiring: Barre Body, Barry’s, Blown Luxe, Bodhi & Ride,CorePlus, CycleBar, Flinders Wellness, Greenhaus Studio Wellbeing, Hustle Boxing, KX Pilates, LagreeFIT, Lean Bean Fitness, Love Athletica, Nimbus Co, One Hot Yoga & Pilates, PH Clinic, Rejuvenation Clinics of Australia, The Upbeat, Upstate Studios and Vive Active

Barre Body, Barry’s and CycleBar each received more than 5000 ClassPass reviews scoring 4.8- 4.9/5.

Barre Body (Sydney, Melbourne) class pictured above
Barre Body received more than 5000 ClassPass reviews scoring 4.8/5. A barre workout offers a hybrid of yoga, ballet and pilates, designed to strengthen and tone your body by using a combination of stretches and isometric exercise.

Barre Body is one of the studios offering barre across Australia and was founded by Emma Seibold. Through barre, Pilates, strength, cardio, dance cardio, flow and more, Barre Body, as Seibold notes “is on a mission to create a space where everybody feels represented, welcome and nurtured.”. With over 10 years perfecting and honing that mission, Barre Body has become an artform - and Seibold is spreading those learnings.

“There’s an energy when you visit the studio,” adds Seibold. “There’s so many little touches: the lighting is always just right, the diffuser has a scent we designed based on the principles of love. We have a signature finish to the class with aroma and touch; it’s all curated around being nurtured.

“It’s more than a workout, we’re a community. That community takes form when you’re seeing, touching, feeling and being in the energy of the studio. As consumer confidence returns and people want to get out and experience those connections, there’ll be community and personal connection. That lights my fire.”

In a competitive market where so many businesses have exceptional offerings and bold plans, Seibold recognised that the business needed to be as innovative, energetic and future-focused in year 10 as it was in year one. For someone so passionate about giving back, the answer to ‘what’s next? was obvious.

Seibold highlights “we’re not just a studio business anymore, we’re a business with lots of moving parts. As big, if not bigger, than our studio business is our teaching training business. We have courses in barre, Pilates and reformer, and other programs like meditation, ballet and pre- and post-natal injuries.

“We’ve launched business retreats in Byron Bay for people wanting to start their own studios. We’re also starting to launch coaching masterminds. I’m really keen to support the industry; I think there’s so much space for growth and so much space to support people.

“We’re also about to launch an online course that lays out step by step how to open a studio. I’m  really passionate about this space.”

When it comes to Barre Body, the sum of the parts is greater than the individual pieces. For Seibold, this is both a USP and a source of great pride. In a growing business, it’s easy for the passion, mission and culture to be lost. Not for Barre Body, though.

“Every part of our customer-teacher journey is based on love. Being the leader of the business, I try to infuse that love in every person I come into contact with. That’s predominantly the teachers, and it’s a cultural thing that they infuse in our classes. We hear time and time again:

‘there’s really something special about Barre Body, it just feels really good’. I’m proud we’ve built a business of this scale without ever compromising our value of being good humans.”

Barry’s (Sydney, Melbourne)
High-intensity fitness workout phenomenon Barry’s is also featured in ClassPass GameChangers report having received over 5000 reviews scoring 4.9/5.

Founded in Los Angeles in 1998 by celebrity trainer Barry Jay, Barry’s is a one-stop cardio and  strength-training workout held in the immersive ‘red room’. A trailblazer during the boutique fitness studio revolution to today, a global empire hosting over 65,000 customers every week.

Head of Operations, Katie Greenwood explains that Barry’s wanted to be more than an exercise class and advises “Barry’s is a fitness experience and now a global phenomenon. From the moment you walk through the studio doors every last detail has been curated for our clients to have the best possible experience in and out of the Red Room. From cold towels to cool you down post workout and personalised Fuel Bar shakes waiting for you directly after class, to Oribe products in the changing rooms. Fitness meets concierge at Barry’s.

“The high-energy environment features mood lighting and music you would expect to find in a nightclub. It’s a brand that becomes part of someone’s everyday lifestyle, our community becomes a family. Clients come to Barry’s with friends, often brunch at Barry’s, post about Barry’s all while wearing our exclusive retail gear. It is a lifestyle.

“Every client becomes a part of our community. Our studio teams know everything from their regular shake order to their pet names. We know it can be a daunting experience for first timers, but these clients receive a personal induction from our front desk team and instructors to ensure they have the best experience possible and feel comfortable in our space.

“First timers are even offered a complimentary shake to ensure they have the full Barry’s experience from day one. We celebrate our clients’ achievements at Barry’s, and we celebrate them loud and acknowledge those who hit their first 100, 300 and 500 classes. Personal touches to a client’s experience can go a long way.”

With locations established in Sydney, Barry’s opened its first Melbourne studio within the Como centre in South Yarra in January 2021, conveniently nestled in the heart of Melbourne’s boutique fashion and dining district.

The official opening followed an exclusive launch event with guests including Rebecca Harding, Elliot Garnaut and Tully Lou.  

Barry’s Head of Curriculum APAC, Shannon Belcastro enthused “we’ve been so overwhelmed by the amazing response we’ve had to Barry’s Melbourne and we’re so excited that the new South Yarra Studio will give even more people the chance to experience Barry’s - the best workout in the world. We are excited to introduce a host of new Barry’s instructors who are at the top of their game and couldn’t think of a more perfect location for Melbourne’s very first Red Room, which so perfectly complements the ever-growing hustle and bustle of one of Melbourne’s most prominent lifestyle districts.”

CycleBar (National)
CycleBar is included in ClassPass GameChangers report having received over 5000 reviews scoring 4.8/5.

CycleBar opened the first Australian studio in mid- 2020, and has quickly exploded across the country with more studios in the works for 2022.

CycleBar's entrance to the Australian market came two years after Xponential Fitness revealed plans to take its portfolio of eight boutique fitness chains global through a master franchise strategy.

The master franchisee group responsible for CycleBar Australia consists of husband and wife entrepreneurial team Matt and Candice Gordin, along with Matt’s father Bill Gordin.

The Gordins have extensive experience in both the cycling and franchising world, with Matt Gordin holding the position of Chief Executive and Candice Gordin leading the finance and accounting department for BikeExchange USA, a large marketplace for bicycle products, for close to six years.

Bryce Flowers, CycleBar Sales Manager notes “we’re not just a gym or fitness studio, we’re building communities around Australia and we make sure that people feel like they are part of the CycleBar family, and not that they’re just coming in for a ride. From the moment members walk in the door they’re greeted by our bubbly and friendly instructors who join  them on their fitness journey, and I think that mindset is our biggest point of difference.”

In addition to the community aspect, CycleBar offers a 45-minute workout that’s complemented by small touches to make the experience convenient for riders. The studios provide everything from shoes, towels and cold water so that people can book, come in and focus on their workout without worrying about not feeling prepared.

For more on ClassPass

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