These days women are talking about ballet, but their talk isn’t about the beauty of ballet or its artistic qualities. It’s about the latest fitness craze to hit the market — Pure Barre ballet and floor barre classes.
The magic of branding and supply and demand has found a way to bring ballet to the masses. These classes cost as much as $40 per session and feature a variety of total body exercises synonymous with ballet technique, focusing in on the muscles utilized by ballerinas in a variety of isometric movements.
Celebrity endorsements are no stranger to fitness gurus and the arts. Just look at how an interest in ballroom dancing has increased, thanks in part to shows such as Dancing with the Stars.
With tall, lean celebrities such as Natalie Portman and Gwyneth Paltrow, both who have worked with Mary Helen Bowers, it’s no surprise that their influence helps revive certain sports or activities, once forgotten about.
It is fascinating how such endorsements eventually lead to the establishment of specialized studios, such as Pure Barre, to focus on what is often just the warm-up of a regular Introduction to Ballet class for adults.
America’s need for the trendy does one thing for brand strategists. It allows us to take one select target audience (in this instance, women between the ages of 18 and 40) and find a way to re-market a beautiful artistic movement as something hip for new moms and young career women. Hopefully, in turn it sparks an interest in ballet, generating a lifelong love for the arts
This article, written by me, was originally published by Beneath the Brand on September 17, 2013.