In honor of my 100th Pure Barre class at Pure Barre Brooklyn in Park Slope, I thought I would share why Pure Barre is Pure Brilliant. I am no stranger to organized classes… Gymnastics through high school, Pilates, Aerial Silks, Martial Arts, Spin, and more - excluding those I took when I was young as I can assure you I didn’t critique business structure and experience until I entered the business world.

The Mind Body platform must have a monopoly on these classes as most of them use it as their system to enable payments and scheduling. What a great idea to allow the experts to focus on their core business! While they all use the same platform, it is the experience you have when you go to the class that makes all the difference.

Believe me, this franchise is killing it! Out of all of these places, I have not seen the level of experience in which you receive at Pure Barre. The branding, messaging, consistent approach, thoughtful motivation, guidance of technique, and attention to subconscious details through organization are all on point.

I am all for the statement ‘no pain, no gain’. Whether it is business, personal, or fitness - you need to push yourself to see the difference. There are no short cuts.

On my first visit, I walk into the front door to a welcome smile at the front desk. As typical behavior for me, I arrive early. I am pleased to see that it is not packed with people exiting the previous class. They brilliantly schedule 30 minutes between classes to avoid the mad rush of people at the switch of a class.

#1 Organization - Pay Attention To The Details

Pure Barre has an attention to detail and has everything ORGANIZED!

After I signed the waiver, purchased my Pure Barre sticky socks, they sit down with me to explain the concept of tucking your hips, how we will start with the most movement during the warmup and progress through each muscle group with tiny movements.

They conveniently sell everything you need to attend class in case you forgot, or just need to add to your wardrobe since you attend class so frequently. My forgetfulness is to blame for my sticky socks while the latter is responsible for my leggings and Pure Barre brand tops. I am hooked.

#2 Consistent - People, Classes, and Locations

After over 100 classes, every instructor CONSISTENTLY sits down with new students to explain the Pure Barre concept, introduces themselves, confirms there are no injuries which they are not aware of, and follows the routine perfectly for the remainder of the class. While consistent, they each add their own personality and flair to make the class unique.

Personality makes a difference at any business. I am drawn to personality. Even if I like a brand, I will not shop or do business with those that are rude. Just not my style.

One of the biggest reasons I continue to go day after day is that I am in pain EVERY SINGLE TIME, you work your muscles until they fatigue and shake - all in about 2-3 minutes per muscle group.

We start with 15 minute warm up for abs and weights.

#3 Emotional Connection - Understand and Motivate Your Audience

The MOTIVATION begins in the first part of class, and continues throughout as the instructors learn names and provide positive praise for technique well executed.

"This is your first big challenge. You have 90 seconds in this plank. This is your time. Take this time to set a goal for yourself. Leave everything else at the door..."

You have an option to use no weights, 2, 3, or 5. Whichever you choose, you will feel the pain when doing the technique properly. In fact, 3 pound weights never felt so heavy with small movements and ultra fatigue.

More MOTIVATION

"Only 30 more seconds until you are done with weights and can stretch your arms. You can do anything for 30 seconds. That's 10, 2, 3, 4..."

Your brain immediately grasps onto the CONSISTENCY and meaning of the count to 10 that ends each exercise and often feels like eternity.

The person at the front desk enters the room to help pick up our weights as we do an arm stretch with the stretchy tube. Another great example of ORGANIZATION and TEAMWORK.

Next we move into about 9 minutes of thigh work. Who is counting? Your thighs literally shake from the fatigue which proves that it is making a change.

"Down an inch, up an inch, now tuck and tuck. Down an inch, up an inch, now tuck, tuck deeper. Smile. It helps."

Yes. Yet another time when smiling does really help! There is a perfect balance of relaxation, pain, repetition, variation, and mental encouragement.

#4 Guidance - Provide An Opportunity To Learn

I learned during a recent ‘Breaking Down The Barre’, session which is free monthly at my Pure Barre studio, that you can literally take the class with your eyes closed since they provide such great verbal GUIDANCE.

Remember, if your customers are confused or don’t know how to use your product, it can lead to a poor experience. In addition to the free monthly class, Pure Barre does a fantastic job at correcting form during the class, and are available after class to assist. (Since they don’t schedule back to back classes, they are ORGANIZED to enable instructors to remain after class)

A big thigh stretch has never felt better! Just a few short minutes of drifting into la la land, and it is time to tone the butt. Or, commonly referred to as ‘The Pure Barre Ledge’. You know, the one that got Victoria Secret into all that trouble for screwing up their photo shop.

And, why wouldn’t the music be perfectly timed to all the exercises! Brilliant. I may have been caught dancing and singing to a few of the great tunes, but who is watching when you can take the class with your eyes closed?

"Close your eyes and let the music take you to the end..."

As we finish toning our butts and making funny faces from the pain, the instructor places the perfect quantity of BRANDED pink mats in the middle of the room to prepare for the deep abs part of class.

#5 Brilliance Indicator: Relaxation - Make Your Audience Comfortable

Pure Barre challenges me to RELAX my mind. If my mind starts drifting off to think about work or whatever else is going on, I lose my form.- and am luckily corrected by the instructor. In order to get the most out of the workout, you need to concentrate and focus on the form.

The lights are dimmed at this point. DETAILS MAKE A DIFFERENCE

"Grab a mat and place it about 3/4 against the wall. Sit in a slouchy position so it feels like you are in front of the TV balancing a bowl of popcorn on your stomach. Now take your right leg and pull it up to your face..."

Okay. You will just need to go to a class to learn about this part. It is magic! You learn how to move your legs with your abs. I am not joking!

The music bumps up a bit for a faster pace of ab work against the wall.

"Now scooch that newly toned butt all the way back against the wall so there is nothing between your butt and the wall"

The lights are now turned completely off to encourage more RELAXATION.

"It's time for abs and cool down. Grab your matts and head to the center of the room... sit at the edge of your matt, legs out with a 3/4 length bend at the knees, toes together, heels apart, on your toes, now sit up straight and round your back to a c-curve.."

During cool down, the instructor drops of wipes for your ball and matt. Once again, a DETAIL that makes leaving class so much easier!

Class after class, instructor after instructor, my experience is the same each and every time! There is a reason I have gone to an average of about 15-20 classes per month since October… And, it may or may not be that they include a COMPETITIVE factor into the mix.

#6 Competition - Give Them Something To Win

Pure Barre incorporates COMPETITION into the program to MOTIVATE people in a different way. Twice in the past 5-6 months, there has been a sign up on the wall to post your name and put a sticker each time you attend a class. When you hit the goal quantity of classes, you are entered to win - great prizes like an unlimited year of classes. The bonus is public recognition that you made your target.

As a reminder, here is why I am a true believer of why the Pure Barre franchise is Pure Brilliant, and you should either check it out or learn from their experience.

Organization - Pay Attention To The Details
Consistent - People, Classes, and Locations
Emotional Connection - Understand and Motivate Your Audience
Guidance - Provide An Opportunity to Learn
Relaxation - Make Your Audience Comfortable
Competition - Give Them Something to Win

As a consumer, do you notice and appreciate these 6 areas?

As a business professional, how do you incorporate these tactics into your business? Do you have any plans to change processes to include them?

Yours Truly,

Randa Green

The Story of Consistency

Starts with a great first experience. To Connect, Convert,

It all started with the first visit and a hand-written thank you note. I was hooked as a loyal customer for 6+ years until I moved from Chicago to NYC. Rashida is not only an influential female entrepreneur that I look up to, she is a friend. We both have a passion for customer experience and would often share business stories - even if beauty and hosted VoIP are different industries, human behavior and requirements are the same.

And Keep Your Customers!

There was something about walking into her studio that was refreshing. The entire experience was so effortless. As a subscription service, there was no hassle with payment upon arrival. While you waited; you sat in comfortable sofa and chairs, enjoyed your favorite mini soda, a variety of candy options, and movies with Audrey Hepburn to match the posters of the icon on the walls.

One day, she shared her perspective of consistency in customer experience with me. We subconsciously expect to receive consistent experiences in all of our interactions. As she explained it to me, I easily connected the dots of consistency in my visits with her over the years. One simple example was how she mixed the same 10 songs into the music playlists.

It can be the littlest detail like your hair dresser not using a familiar product or tool with no explanation. While it may not stop you from a return visit, it will likely leave a void as if something is missing. Ever since this conversation with Rashida, I always notice the impact of consistency as a consumer and business leader. I am so excited that Rashida is sharing her expertise to help others build brand identity strategy.

Be Consistent

In the journey to connect, convert, and keep loyal customers - here are three key areas of consistency to consider. Establish initial trust during the first interaction and continue to provide the same across all channels, to each customer, and through the entire journey.

Across All Communication Channels

Customers want a choice in how they connect with your business. Be consistent in your communications across all channels. If you have different departments managing social media feeds than handling email and phone calls, using the same knowledge base to provide responses to customers will help them be consistent. Invest in tools to keep those teams aware of different channel interactions. Salesforce is just one option. Don’t blow a great first impression from the amazing store personality with lack of response via email or Twitter.

When Dealing With Different Customers

Customers share stories about their experiences, especially over social media. With so many choices available, recommendations from trusted sources are always welcome as a consumer - and for your business. Influencers… Document best practices for consistent interaction when customers deal with different roles across the organization. No one wants to hear praises about an experience with an amazing salesperson only to be shattered by a complete disaster with a different one. Next thing you know, there is a heated argument between best friends over a bad recommendation.

For Each Interaction

Consistency during each interaction with a customer can impacts his/her loyalty. Imagine that you have an effortless experience the first few times you visit a new store - you are greeted with a smile, offered the beverage of your choice (which should be consistent), and enjoy the familiar music. As you learn to expect the same treatment over time, of course you are surprised if you enter the store and feel as if you are in a different world! What happened? Is there new management? You decide to give them the benefit of the doubt - it must have been an off day… While the tolerance for variations in customer experience will vary, don’t test the waters when you have the power to manage the consistency.

What are your thoughts on consistency as a customer? How do you handle consistency with customers at your business?

Yours Truly,

The Pukka Panda