Pure Barre for Public Good?
For this assignment, I chose to look at the company Pure Barre, which is an established company that continues to grow. My sister owns the one in Greensboro, so I figured this would be a good way to get both an outsider and insider perspective. Since PB is a fitness-based company, the primary goal is to provide a workout routine that is appropriately challenging and unique enough to keep people coming back. This kind of workout is honestly pretty expensive (picture rich, young moms); but PB is definitely aiming to promote health and wellness, along with higher self-confidence. Another aspect is the feeling of community that PB provides for its clients. Personally, I cannot stand this form of group fitness, but I know that most people tend to get hooked on it. And from this being hooked, they form bonds with fellow Pure Barre clients. In the Greensboro location, it has been paramount to my sister’s ability to truly become a part of the community, especially since she is not from there originally. Also worth mentioning: the targeted population is primarily females, but PB does not exclude males. They just happen to be less attracted to this method of physical activity. Although, another social good initiative is the way that PB attempts to include its clients in all facets of life. For instance, I know my sister and her business partner will host a few “Bring On the Men” barre classes so that people can bring husbands, fathers, and the like. The idea is to establish a strong sense of togetherness and dual-motivation toward a healthier life.
While this company is for-profit, they are constantly trying to develop new ways to enhance the barre experience. I remember that just recently my sister had to learn the latest type of Pure Barre workout, which incorporated cardio—and this was something that PB never had before. (Pure Barre is first and foremost centered on muscular strengthening through small, toning motions. It tightens you up and slims you down.)
One way the company obtains big data is by asking for certain information when you first sign up—particularly through email. I signed up literally one time and got an abundance of emails about various deals and classes going on. It was awful, and I unsubscribed or blocked them, whatever :-). When you sign up, the company also wants to know how you found out about Pure Barre. They also get information about your location so that they can reach out to you in the most accurate way—because obviously you’re more likely to give a visit to whichever PB is closest to you. Also, they use this information to decipher which place would be the next best place to build another PB in an area. They have to look at data regarding age and affluence to see if a Pure Barre studio would have any real success in a new location.
Another way the company obtains big data is by promoting different workout challenges where clients can share their results. I know one of the most popular and widely shared challenges is the “100 class” challenge. People who have taken 100 barre classes share this usually in a more cutesy way with their specific studio; however, PB can keep track of the amount of classes a person takes and how frequently because you have to sign up for each class. Otherwise, you won’t be able to get into the class—especially since there is a high demand. Most clients sign up online, but you can also call into the front desk. Either way, this information is inputted into the computer and falls into the larger PB system.
That brings up a lot of interesting things. Can you really call Pure Barre a “public good” if it’s doing good things, but doesn’t follow the public good rules? For example, it’s not accessible to everyone (because you mentioned it was expensive), and I’m sure that there is a class limit, so it isn’t non-competitive. Can there really ever be a perfect “public good”?
I used to work at a company that FORCED us to ask “how did you hear about us”. For every phone call, in person sale, and email inquiry. I always wondered why, but we could be written up for infractions like not asking. I never saw it personally, but I’m sure, now, that someone was in charge of collecting our answer documents for the week and collecting that data! Very interesting!
First off, I can confirm the accuracy of these statements, as I have a rich mom who goes to Purre Barre basically just to meet with her rich mom friends and meet rich moms she hasn’t had the pleasure of meeting before.
Second, I’m genuinely surprised how much and how forcefully an exercise company collects data from its patrons. I suppose it makes sense from a marketing standpoint, but whenever I picture data collecting companies I’ve always imagined fat-cat tycoons on Wall Street. I guess that just goes to show you can’t really trust anyone with your data.
Yeah, so not to shred your post too much more, but we never agree on things, Lisa. PB isn’t a public good, but I think many of the posts have been more about promoting the good of the public rather than promoting public goods. However, I wouldn’t even consider PB as doing things for the public good. Who is it helping? What would happen if Pure Barre: Lift – Tone – Burn disappeared? I was hard pressed to find anyone other than an already-in-shape white woman when I did an image search of “Pure Barre.” Maybe their customers will go buy good health at the hip gyms Bare Bag: boxing proven to tuck, trim and tighten or Red Ribbon – Rhythmic Gymnastics to slim, sharpen and smooth.
^ Savage Raj. Anyway, regardless of whether or not Pure Barre can be considered a public good, I’m with Ward in agreeing that it is somewhat shocking how much data a company of this nature gathers. However, I can definitely see the social initiatives and how collecting this type of data would benefit the company in more ways than one.
As Samantha said above, there’s no “perfect” public good, and I think in some ways Pure Barre could be considered a public good. It provides a service that many find to be positive and healthy, and allows for people to find and contribute to a community. I think where the “public good” part falls short is just that it requires a cost to attend, but then so do many National Parks (which are usually held up as the pinnacle of public goods). I appreciate your attempt to think outside the box when it comes to what the definition of “public good” means. Also, your specificity about what data they collect was both insightful and a little scary for me. Suppose I participated in this class, something that took up such a small portion of my time, but still knew such a large amount about me. It’s an interesting scenario: how much data should each part of my life have about me?