This Fitness Chain Is Adding Muscle to Its Marketing With New AOR Zimmerman
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Pure Barre is beefing up its previously gaunt marketing with the hire of its first agency-of-record. The 16-year-old fitness chain, which teaches a ballet barre-based workout, recently hired its first chief marketing officer and is planning a robust branding campaign as part of a business strategy to more than double its locations in the next four years.
“The company has successfully grown to date without any real brand identity, any national or paid social campaignsjust word of mouth,” said Scott Breault, who joined Pure Barre as CMO two months ago from a marketing stint at fitness competitor Orangetheory. But now the brand is in “evolution” he said, noting that “the goal is to find a long-term brand identity.”
Fort Lauderdale-based Zimmerman is tasked with building a strong branding presence across Pure Barre’s more than 450 locationsthe majority of which are franchises. The new push will include a branding identity, new website, digital and paid social marketing and user-generated content. TV may come later, but will not be in the immediate future, Breault said.
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