13 Sep 2019
Anytime Fitness parent Self Esteem Brands acquires The Bar Method – reveals worldwide franchise plans
BY Tom Walker
Self Esteem Brands, the parent company of Anytime Fitness, has purchased The Bar Method – a low-impact fitness franchise with 123 studios across US and Canada – for an undisclosed sum.
The Bar Method was developed by founder Burr Leonard and its flagship studio opened in San Francisco in 2001.
Self Esteem Brands plans will initially continue to offer new franchise territories throughout North America, but Dave Mortensen, co-founder and president of Self Esteem Brands, revealed that the company will begin exploring additional opportunities for The Bar Method internationally.
"The Bar Method has tremendous growth potential and we believe it will appeal to a different type of consumer than those who choose Anytime Fitness or Basecamp Fitness," Mortensen said.
"The concept 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."
Jay DeCoons, the CEO of The Bar Method since 2015, will remain with the company, serving as brand president.
The new acquisition will sit alongside Self Esteem Brand's existing franchises – Anytime Fitness, the world's largest fitness chain; Basecamp Fitness, a HIIT class-based concept; and beauty chain Waxing the City.
The Bar Method founder Burr Leonard added: "For many years it has been my goal to empower clients of all ages and physical abilities to build beautiful, lean, toned and healthy bodies for life.
"Self Esteem Brands' franchising experience, and ability to scale rapidly, will enable thousands of additional clients to be the best version of themselves by building strength, grace and poise."
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