Self Esteem Brands Acquires The Bar Method

Larkin Hoffman September 17th, 2019

Self Esteem Brands, the parent company of Anytime Fitness, Basecamp Fitness, and Waxing the City, acquired The Bar Method—a popular, low-impact fitness franchise. Self Esteem Brands acquired The Bar Method in September 2019 with plans to continue growing The Bar Method by adding new franchised studios worldwide.

“We believe that The Bar Method will appeal to a different type of consumer than those who choose Anytime Fitness or Basecamp Fitness. The Bar Method targets all major muscle groups, alternating between the front and the back of the body. The unique exercises keep clients working long and intensely enough to transform and sculpt the muscles. Active and passive stretching follows each exercise to create a graceful, dancer-like body that is at the same time lean and defined.”

– Dave Mortensen
Co-founder and President, Self Esteem Brands

Franchise Acquisition Due Diligence

Larkin Hoffman has represented Self Esteem Brands and its affiliates in various matters over the years including providing franchise advice on their various fitness and wellness brands, Anytime Fitness, Basecamp Fitness, and Waxing the City. Larkin Hoffman has also provided counsel on intellectual property and real estate matters.

We represented Self Esteem Brands in connection with its acquisition of The Bar Method conducting due diligence related to franchise, intellectual property, and real estate matters. We also provided advice and counsel on the key terms of the definitive acquisition agreement.

The Bar Method

The Bar Method is a fitness concept that was developed by founder Burr Leonard. The Bar Method classes are comprised of low-impact, isometric exercises performed on a padded floor using props such as a barre, light weights, and a ball. The Bar Method opened its first studio in San Francisco, California in 2001. In 2008, the company launched its franchise operations and today, there are 123 locations in the U.S. and Canada along with an online store offering branded apparel and custom exercise accessories.

“I’m thrilled to join the incredible team at Self Esteem Brands. The Bar Method has already proven to be tremendously popular with franchisees and clients alike. I’m excited to introduce The Bar Method to a much larger audience. That will now be possible. Self Esteem Brands is a worldwide leader in franchising with a veteran staff dedicated to supporting its franchisees.”

– Jay DeCoons
Brand President, The Bar Method