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Gina Drake Is Unstoppable—And She’s Sharing The Secrets To Her Resilience
Amidst COVID restrictions and the challenges of 2020, Gina Drake was focused on surviving— but now, with a flourishing studio business and committed community, she’s optimistic about the future. The owner of barre3 Edmonds in Edmonds, Washington, Gina is inspiring in her dedication to her members, clients, and team, and the positive energy she brings to the studio (or wherever she’s teaching class) every day.
After only being open for 10 days, Gina was forced to shut her studio doors on March 15th, 2020, when COVID stay-at-home orders went into effect in Washington State. What’s come from that setback is a story of resilience, smart pivoting, and a love of barre3 that’s brought Gina to where she is today: At the helm of a successful studio that has its eye set on growth.
Read on to learn more about Gina’s journey to discovering barre3, what it’s really like teaching in a barn, and the secrets to her success.
B3 MAGAZINE: Sports and fitness have always been a part of your life. Before barre3, you were an avid runner, what did the transition from running to the barre3 workout feel like for you?
Gina: I had always been a runner up until I started barre3. I ran competitively, rowed in college, and played soccer, but besides a few yoga classes, barre3 was really the first group fitness class I took. Honestly, what initially drew me in was the Play Lounge. I had just had a baby, and I was finding that I didn’t love running with a stroller. One of my friends told me about barre3 and that I could bring my daughter to class with me. That was really what first got me in the door.
But with that, there was also an initial barrier of thinking that I had to be a dancer or super flexible to do barre3. That wasn’t a category I put myself in. But I tried my first class and loved it right away. Everyone was so welcoming, too. The community was incredibly supportive, especially after having my first child. From that first day, I knew I wanted to open a barre3 studio. That was how much I loved it.
I started my barre3 practice in one of the Seattle studios. Fast forward a couple of years, and one of the instructors, Kimberly Johanson, was leaving to open the Ballard studio where she was looking to build her founding instructor team. I decided to try teaching to see if I connected with it, and if being a studio owner could really be in my future.
B3 MAGAZINE: On the topic of transitions, you have a background in advertising and marketing. How do you feel those skills and that experience has carried over into your work as a barre3 studio owner?
Gina: For over 10 years, I spent my early career in advertising and marketing, mainly at ad agencies. I was on the management side, managing clients, working on their business plans, and helping execute their vision. I was good at what I did, but I didn’t have a passion for it. By the time I had my daughter, I was burnt out. It’s a hard business to be in, and I was young, so I was constantly putting in a ton of hours. My husband was also traveling internationally, and there was just no way that I could continue.
The skillsets I developed in terms of relationship building, how to market yourself as a business owner, and client and team management, all of that has been really important in my work as a studio owner. I have so much fun running our social media, building partnerships, and developing engagement campaigns. I’ve done that for so long for other companies, and now it’s fun to do it for my own business.
On top of that, I just have a passion for fitness and movement, so being a barre3 studio owner is the perfect blend of all these things I love to do.
B3 MAGAZINE: You opened your studio 10 days before COVID stay-at-home orders were set in place for your state. That must have been a whirlwind process, what inspired you to keep going in the early days of COVID?
Gina: We taught over 200 free classes in the community before our grand opening, and that built up a lot of momentum and excitement before we opened our studio doors. Then COVID happened, and we closed on March 15th. But we never stopped offering classes. It took us a week to figure out livestream classes, and we did a quick pivot and we’ve just built on from there.
The Edmonds community has been super supportive as well. It’s a small beach town, right on the Puget Sound. It’s been another positive aspect of this time to have all these businesses coming together and working with one another. The community has been really innovative, and it’s been inspiring to see all the ways that people are pivoting and helping each other out. Being a part of this community of business owners is one of those things that makes me feel fortunate in many ways. It’s been a lot of work, but I feel like we’re all starting to see the light at the end of the tunnel.
B3 MAGAZINE: Even with the challenges of the past year, you’re running a thriving studio business. What aspects of your approach would you credit with your success?
Gina: We’ve been hit so many times with different regulations, but our flexibility is what’s gotten us through. We never paused classes, and we were constantly figuring out the next thing and making sure that we were maintaining the value of our studio membership. Like I said, we had a great grand opening, but once we closed, a lot of the people who had attended our community prior to the opening stayed with us.
That’s what’s been really key: maintaining that community connection. We did a lot of things that cost money but that showed our appreciation for the members and clients who have stuck with us. I made care packages with custom Edmonds mugs, barre3 props, and other goodies and dropped one off at each of our members’ doorsteps. It’s those little thoughtful things that go a long way.
Providing a personal connection and being available for our community is so important to me. I think every client has my cell phone number. It makes them feel seen and know that they’re supported. My team and I wanted to make sure that we were present for them, and it took a lot of time and a lot of effort. It’s in those personal relationships that people feel connected and supported. I’ve had so many clients almost in tears telling us that barre3 and our team got them through this year. We’ve provided them with this space, this workout, and this community that gives them something to look forward to and that supports their mental and physical health.
B3 MAGAZINE: With all that’s been thrown your way in the first year of running your business, it seems like nothing can get in your way. What are you most looking forward to in terms of the future of barre3 Edmonds?
Gina: I’m most looking forward to continuing to grow this community and having people come in and experience the studio. I can’t wait until we’ll all be in the studio together again taking class. The energy you get from a big group is unparalleled, and I hope we can get back to that point soon.
I’m also excited about continuing to grow our partnerships with other local businesses and to be able to provide more membership perks for our clients. For the past year, we’ve been focused on survival, and now I’m looking forward to adding more classes, connecting with more businesses, and being an integral part of the broader community here.
Mostly though, it comes back to being able to share the barre3 experience with more people. Once people walk in and take a class, they’re hooked. That’s exactly what happened to me. I felt like barre3 was such a gift throughout so many changes in my life. When I was a new mom, when I left my job, when I had a challenging pregnancy, barre3 was there for me, and I want to continue to offer that and to be there for our community in every way I can.
Thank you Gina! Sign up for class at barre3 Edmonds and follow along on Instagram for studio news and updates. Curious about becoming a studio owner? Learn more and start the path to ownership here.
Amidst COVID restrictions and the challenges of 2020, Gina Drake was focused on surviving— but now, with a flourishing studio business and committed community, she’s optimistic about the future. The owner of barre3 Edmonds in Edmonds, Washington, Gina is inspiring in her dedication to her members, clients, and team, and the positive energy she brings to the studio (or wherever she’s teaching class) every day.
After only being open for 10 days, Gina was forced to shut her studio doors on March 15th, 2020, when COVID stay-at-home orders went into effect in Washington State. What’s come from that setback is a story of resilience, smart pivoting, and a love of barre3 that’s brought Gina to where she is today: At the helm of a successful studio that has its eye set on growth.
Read on to learn more about Gina’s journey to discovering barre3, what it’s really like teaching in a barn, and the secrets to her success.
B3 MAGAZINE: Sports and fitness have always been a part of your life. Before barre3, you were an avid runner, what did the transition from running to the barre3 workout feel like for you?
Gina: I had always been a runner up until I started barre3. I ran competitively, rowed in college, and played soccer, but besides a few yoga classes, barre3 was really the first group fitness class I took. Honestly, what initially drew me in was the Play Lounge. I had just had a baby, and I was finding that I didn’t love running with a stroller. One of my friends told me about barre3 and that I could bring my daughter to class with me. That was really what first got me in the door.
But with that, there was also an initial barrier of thinking that I had to be a dancer or super flexible to do barre3. That wasn’t a category I put myself in. But I tried my first class and loved it right away. Everyone was so welcoming, too. The community was incredibly supportive, especially after having my first child. From that first day, I knew I wanted to open a barre3 studio. That was how much I loved it.
I started my barre3 practice in one of the Seattle studios. Fast forward a couple of years, and one of the instructors, Kimberly Johanson, was leaving to open the Ballard studio where she was looking to build her founding instructor team. I decided to try teaching to see if I connected with it, and if being a studio owner could really be in my future.
B3 MAGAZINE: On the topic of transitions, you have a background in advertising and marketing. How do you feel those skills and that experience has carried over into your work as a barre3 studio owner?
Gina: For over 10 years, I spent my early career in advertising and marketing, mainly at ad agencies. I was on the management side, managing clients, working on their business plans, and helping execute their vision. I was good at what I did, but I didn’t have a passion for it. By the time I had my daughter, I was burnt out. It’s a hard business to be in, and I was young, so I was constantly putting in a ton of hours. My husband was also traveling internationally, and there was just no way that I could continue.
The skillsets I developed in terms of relationship building, how to market yourself as a business owner, and client and team management, all of that has been really important in my work as a studio owner. I have so much fun running our social media, building partnerships, and developing engagement campaigns. I’ve done that for so long for other companies, and now it’s fun to do it for my own business.
On top of that, I just have a passion for fitness and movement, so being a barre3 studio owner is the perfect blend of all these things I love to do.
B3 MAGAZINE: You opened your studio 10 days before COVID stay-at-home orders were set in place for your state. That must have been a whirlwind process, what inspired you to keep going in the early days of COVID?
Gina: We taught over 200 free classes in the community before our grand opening, and that built up a lot of momentum and excitement before we opened our studio doors. Then COVID happened, and we closed on March 15th. But we never stopped offering classes. It took us a week to figure out livestream classes, and we did a quick pivot and we’ve just built on from there.
The Edmonds community has been super supportive as well. It’s a small beach town, right on the Puget Sound. It’s been another positive aspect of this time to have all these businesses coming together and working with one another. The community has been really innovative, and it’s been inspiring to see all the ways that people are pivoting and helping each other out. Being a part of this community of business owners is one of those things that makes me feel fortunate in many ways. It’s been a lot of work, but I feel like we’re all starting to see the light at the end of the tunnel.
B3 MAGAZINE: Even with the challenges of the past year, you’re running a thriving studio business. What aspects of your approach would you credit with your success?
Gina: We’ve been hit so many times with different regulations, but our flexibility is what’s gotten us through. We never paused classes, and we were constantly figuring out the next thing and making sure that we were maintaining the value of our studio membership. Like I said, we had a great grand opening, but once we closed, a lot of the people who had attended our community prior to the opening stayed with us.
That’s what’s been really key: maintaining that community connection. We did a lot of things that cost money but that showed our appreciation for the members and clients who have stuck with us. I made care packages with custom Edmonds mugs, barre3 props, and other goodies and dropped one off at each of our members’ doorsteps. It’s those little thoughtful things that go a long way.
Providing a personal connection and being available for our community is so important to me. I think every client has my cell phone number. It makes them feel seen and know that they’re supported. My team and I wanted to make sure that we were present for them, and it took a lot of time and a lot of effort. It’s in those personal relationships that people feel connected and supported. I’ve had so many clients almost in tears telling us that barre3 and our team got them through this year. We’ve provided them with this space, this workout, and this community that gives them something to look forward to and that supports their mental and physical health.
B3 MAGAZINE: With all that’s been thrown your way in the first year of running your business, it seems like nothing can get in your way. What are you most looking forward to in terms of the future of barre3 Edmonds?
Gina: I’m most looking forward to continuing to grow this community and having people come in and experience the studio. I can’t wait until we’ll all be in the studio together again taking class. The energy you get from a big group is unparalleled, and I hope we can get back to that point soon.
I’m also excited about continuing to grow our partnerships with other local businesses and to be able to provide more membership perks for our clients. For the past year, we’ve been focused on survival, and now I’m looking forward to adding more classes, connecting with more businesses, and being an integral part of the broader community here.
Mostly though, it comes back to being able to share the barre3 experience with more people. Once people walk in and take a class, they’re hooked. That’s exactly what happened to me. I felt like barre3 was such a gift throughout so many changes in my life. When I was a new mom, when I left my job, when I had a challenging pregnancy, barre3 was there for me, and I want to continue to offer that and to be there for our community in every way I can.
Thank you Gina! Sign up for class at barre3 Edmonds and follow along on Instagram for studio news and updates. Curious about becoming a studio owner? Learn more and start the path to ownership here.
