Q&A with Bodybar Pilates Multi-Unit Franchisees Kalene Hoffmann & Cassie DaLuzVieira

Name: Kalene Hoffmann and Cassie DaLuzVieira
Title: Co-franchise owners
Brands: Bodybar Pilates
Units: 5
Years in franchising: 4

Why did you choose to franchise with a service brand?

Fitness has had such a positive impact on both of our lives. We’re very passionate about health and wellness, and after spending several years in the industry, we knew we wanted to open a studio of our own. Our goal is to create a space where members can incorporate movement into their day-to-day lives. We wholeheartedly believe staying active and making workouts part of a routine are some of the best ways to live a long, healthy life.

We also knew franchising was the right path for us because it gave us access to the support, resources, and proven systems of an established brand. We wanted to be part of something bigger rather than start completely from the ground up. Franchising also gave us the opportunity to grow across multiple markets. When we experienced Bodybar firsthand during Discovery Day, we fell in love with the brand, the workout, and the community it created. It was important to us to not just own and operate the business, but to also teach classes and participate in workouts for ourselves. Bodybar felt like the natural fit and gave us the opportunity to help others discover a more active lifestyle.

How did you choose the sector and brand you did?

Movement, fitness, and helping others live healthier lives have always been passions for us. With our combined experience in the fitness industry and Pilates instruction, we’ve experienced firsthand the positive impact Pilates can have on the body and overall well-being. Bodybar brought those passions together in a way that aligned with our values and gave us an opportunity to create a meaningful experience in our communities.

What different skill sets are required for franchising with a service brand?

We believe passion and belief in the service you provide are the foundation of the business. From there, success requires strong systems, structure, leadership, communication, and accountability. As you grow, it becomes increasingly important to make sure every person on the team understands the vision, knows their role, and is working toward the same goal, which is delivering a consistently exceptional experience to every member.

What are the advantages of choosing a service brand?

One of the greatest advantages of a service brand is the opportunity to create genuine relationships and build community. You are not simply selling a product. You are creating an experience that becomes part of people’s lives. A strong service business can also create jobs, develop local leaders, support other businesses, and positively contribute to the communities it serves.

What are some keys to being able to operate multiple franchises at the same time?

Systems and structure are essential. We operate locations in Wichita, Kansas, downtown Kansas City, and the Des Moines area of Iowa, so we cannot personally be everywhere every day. Once strong systems are established, the next key is building and empowering a great leadership team. Clear expectations, consistent communication, accountability, and shared standards allow each location to operate effectively while still delivering the same Bodybar experience.

What are some of the top ways in which you have been able to market and promote your business?

Community involvement and word of mouth have been incredibly important to us. We believe the best marketing starts with creating an experience that members genuinely want to tell their friends and family about. Building trust and authentic relationships inside our studios has helped us grow organically.

We also put significant time and energy into being visible in our communities, building a strong studio culture, maintaining consistent social media and branding, and investing strategically in paid advertising. All those efforts work together, but the relationships we build remain at the heart of our growth.

What would you recommend to anyone considering a service brand?

Find a brand you genuinely believe in. Choose something you can be proud to represent every day, something you are willing to continually work to improve, and something you believe will make a positive impact in your community. There will always be challenges in business, so having a strong connection to the mission, the service, and the people you serve makes all the difference.