Studio Owner Stories
STUDIO OWNER STORIES: JULIANA STEIN, BARRE3 BETHESDA
When Juliana Stein first stepped into a barre3 class as a mom juggling young children, she was drawn in by the warmth of the instructors and the energy of the workout. What began as a practical choice — childcare that made fitting in fitness possible — soon became a passion that changed the course of her life.
From instructor to studio owner of barre3 Bethesda, Juliana has built more than a business; she’s cultivated a community where mindful movement meets meaningful connection. In this conversation, she reflects on how barre3’s approach kept her injury-free through life’s transitions, why leadership and collaboration matter, and what it means to create a “third space” where everyone feels welcome to find their own success.
Ahead, Juliana shares the lessons, challenges, and joys of studio ownership — and why barre3 is so much more than just a workout.
B3 BLOG: Thank you for sitting down with us today, Juliana! To start, can you tell us about yourself and your journey to barre3 studio ownership?
Juliana: Like many others, my barre3 journey started as a mom with young children. In October 2014, I decided to try a class at barre3 Georgetown — with childcare available in Play Lounge, I had no excuses. I was immediately struck by how warm and inviting the instructors were, and I loved that every move was driven by music. My ultimate career as a studio owner stemmed from that first class, which led me to become a barre3 instructor and, eventually, a studio owner when I purchased barre3 Bethesda in 2018. Though I never envisioned owning a fitness studio as my career — after college I was focused on public policy and environmental advocacy — I continue to find genuine fulfillment as a barre3 studio owner.
B3: Can you speak to the experience of being a barre3 franchisee?
Juliana: I can’t imagine running a studio without the support and guidance I receive from the barre3 home office. I love having the freedom to try new things at the local level, like pop-up events and partnerships, while creating meaningful experiences and connections in my community. I also appreciate that I don’t have to spend too much time thinking about marketing, sales, and training initiatives — the barre3 home office provides proven strategies and tactics that I can easily “plug and play.” The company’s leadership team continually stays on top of industry trends and taps into the collective wisdom of the large studio owner network, which helps my business thrive.
B3: Speaking of the studio owner network, you are currently a member of the barre3 Franchise Advisory Council (FAC)*. Could you tell us about the FAC, and what inspired you to step up as a leader?
Juliana: The support and guidance I received from hundreds of barre3 studio owners nationwide has supported me through the most challenging moments of business ownership. So, I decided it was time to give back. I love serving on the Franchise Advisory Council and being a voice for other studio owners in my region. It’s also enriching to be part of a forum for identifying business solutions across the franchise.
B3: What’s something you’ve learned from your many years as a business owner?
Juliana: Being a studio owner is like taking a barre3 class. Just as we offer modifications in every class so each individual can find what feels good in their body, as a business owner I feel empowered to change something when it’s not working. Similar to our “efficient and effective” workouts, I live by the mantra “work smarter, not harder.”
B3: Speaking of an efficient and effective workout, what do you feel differentiates barre3 from other fitness practices?
Juliana: The success I’ve found with barre3 is far and above anything I’ve ever experienced with other fitness practices— and I have been active my entire life. I was a competitive figure skater at a young age, played lacrosse in college, and I fell in love with long-distance running after graduation. While I experienced injuries from each of these sports, I’ve never once been injured in a barre3 class. Barre3’s mindful approach to fitness and low-impact workouts have supported me during all stages of life, including post-partum and well into my 40s. I have never felt stronger!
B3: Getting back to studio ownership, what is your “why” for owning a barre3 studio?
Juliana: As I look back at client milestones and testimonials, a repeated pattern comes up. People choose us not only because of the proven workouts we offer, but also because of the community and our approach to mindful movement. Our workouts have nothing to do with the conventional “before and after” photos you often see in fitness marketing. At barre3, the “before” would be a new client entering a studio space a bit uncertain, and the “after” would be a sweaty glow from class and the genuine joy that comes from moving together with a community of peers. Ultimately, my “why” comes back to being able to offer a kind of “third space” — a place where everyone feels welcome and finds their own personal success in fitness.
B3: What would you tell someone who is considering owning a barre3 studio?
Juliana: Being a studio owner takes a lot of hard work, grit, patience, and dedication, but anything remarkable in life comes from this level of determination and passion. If you love serving people, building community, and are passionate about living a healthy lifestyle, this is the best job on the planet. Go for it!
Thank you, Juliana! Sign up for a class at barre3 Bethesda and follow along on Instagram for studio news and updates.
Interested in learning more about opening a barre3 studio? Our team is here to guide you every step of the way. Let’s connect and explore what’s possible — together. Learn more about becoming a barre3 studio owner today.
*The Franchise Advisory Council (FAC) consists of a small group of studio owners, representing each region of the country, who serve as the voice of the studio owner network. The FAC regularly meets with the barre3 corporate team to share feedback and work together to make the company stronger, working toward the common goal of redefining success in fitness.
When Juliana Stein first stepped into a barre3 class as a mom juggling young children, she was drawn in by the warmth of the instructors and the energy of the workout. What began as a practical choice — childcare that made fitting in fitness possible — soon became a passion that changed the course of her life.
From instructor to studio owner of barre3 Bethesda, Juliana has built more than a business; she’s cultivated a community where mindful movement meets meaningful connection. In this conversation, she reflects on how barre3’s approach kept her injury-free through life’s transitions, why leadership and collaboration matter, and what it means to create a “third space” where everyone feels welcome to find their own success.
Ahead, Juliana shares the lessons, challenges, and joys of studio ownership — and why barre3 is so much more than just a workout.
B3 BLOG: Thank you for sitting down with us today, Juliana! To start, can you tell us about yourself and your journey to barre3 studio ownership?
Juliana: Like many others, my barre3 journey started as a mom with young children. In October 2014, I decided to try a class at barre3 Georgetown — with childcare available in Play Lounge, I had no excuses. I was immediately struck by how warm and inviting the instructors were, and I loved that every move was driven by music. My ultimate career as a studio owner stemmed from that first class, which led me to become a barre3 instructor and, eventually, a studio owner when I purchased barre3 Bethesda in 2018. Though I never envisioned owning a fitness studio as my career — after college I was focused on public policy and environmental advocacy — I continue to find genuine fulfillment as a barre3 studio owner.
B3: Can you speak to the experience of being a barre3 franchisee?
Juliana: I can’t imagine running a studio without the support and guidance I receive from the barre3 home office. I love having the freedom to try new things at the local level, like pop-up events and partnerships, while creating meaningful experiences and connections in my community. I also appreciate that I don’t have to spend too much time thinking about marketing, sales, and training initiatives — the barre3 home office provides proven strategies and tactics that I can easily “plug and play.” The company’s leadership team continually stays on top of industry trends and taps into the collective wisdom of the large studio owner network, which helps my business thrive.
B3: Speaking of the studio owner network, you are currently a member of the barre3 Franchise Advisory Council (FAC)*. Could you tell us about the FAC, and what inspired you to step up as a leader?
Juliana: The support and guidance I received from hundreds of barre3 studio owners nationwide has supported me through the most challenging moments of business ownership. So, I decided it was time to give back. I love serving on the Franchise Advisory Council and being a voice for other studio owners in my region. It’s also enriching to be part of a forum for identifying business solutions across the franchise.
B3: What’s something you’ve learned from your many years as a business owner?
Juliana: Being a studio owner is like taking a barre3 class. Just as we offer modifications in every class so each individual can find what feels good in their body, as a business owner I feel empowered to change something when it’s not working. Similar to our “efficient and effective” workouts, I live by the mantra “work smarter, not harder.”
B3: Speaking of an efficient and effective workout, what do you feel differentiates barre3 from other fitness practices?
Juliana: The success I’ve found with barre3 is far and above anything I’ve ever experienced with other fitness practices— and I have been active my entire life. I was a competitive figure skater at a young age, played lacrosse in college, and I fell in love with long-distance running after graduation. While I experienced injuries from each of these sports, I’ve never once been injured in a barre3 class. Barre3’s mindful approach to fitness and low-impact workouts have supported me during all stages of life, including post-partum and well into my 40s. I have never felt stronger!
B3: Getting back to studio ownership, what is your “why” for owning a barre3 studio?
Juliana: As I look back at client milestones and testimonials, a repeated pattern comes up. People choose us not only because of the proven workouts we offer, but also because of the community and our approach to mindful movement. Our workouts have nothing to do with the conventional “before and after” photos you often see in fitness marketing. At barre3, the “before” would be a new client entering a studio space a bit uncertain, and the “after” would be a sweaty glow from class and the genuine joy that comes from moving together with a community of peers. Ultimately, my “why” comes back to being able to offer a kind of “third space” — a place where everyone feels welcome and finds their own personal success in fitness.
B3: What would you tell someone who is considering owning a barre3 studio?
Juliana: Being a studio owner takes a lot of hard work, grit, patience, and dedication, but anything remarkable in life comes from this level of determination and passion. If you love serving people, building community, and are passionate about living a healthy lifestyle, this is the best job on the planet. Go for it!
Thank you, Juliana! Sign up for a class at barre3 Bethesda and follow along on Instagram for studio news and updates.
Interested in learning more about opening a barre3 studio? Our team is here to guide you every step of the way. Let’s connect and explore what’s possible — together. Learn more about becoming a barre3 studio owner today.
*The Franchise Advisory Council (FAC) consists of a small group of studio owners, representing each region of the country, who serve as the voice of the studio owner network. The FAC regularly meets with the barre3 corporate team to share feedback and work together to make the company stronger, working toward the common goal of redefining success in fitness.
