Today we’d like to introduce you to Cori Hofmann.
Hi Cori, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
If you told the 25-year-old me that in six years, I’d be 2,000+ miles away from my hometown, running my own business (a fitness studio) and that I would know less than ten people before moving there, I would have thought you were crazy. Now add the not-so-small detail of opening that small business during a worldwide pandemic, and I would have really questioned what alternate universe you were living in. And yet, here we are. I grew up in a suburb of Portland, OR and spent the majority of my life in the beautiful and rainy Pacific Northwest before moving on a whim to San Francisco, where I met my now-husband. All the while, I was playing it safe and following the rules. I attended the right school, made the Dean’s List, studied abroad, and graduated with a double degree in Accounting and Spanish.
My career began with multiple gold stars on my resume, where I worked for companies in Public Accounting, Venture Capital, and Tech. Yet, I kept feeling frustrated, unsatisfied, and unfulfilled. I constantly questioned if I really enjoyed Accounting/Finance or if I was just good at it. What kept me sane during those years of 70+ hour workweeks was barre3 – a boutique fitness studio founded in Portland and conveniently down the street from my office and apartment. Throughout each move I made, from Portland to the Bay Area, to Austin – barre3 was there for me. So much so that when my husband and I were exploring options for where we wanted to live after we left San Francisco, there had to be a barre3 nearby.
It may seem obvious to you while reading this that barre3 was my destined path; it was obvious to my husband. Yet, for me, it took me a little longer. I took a year hiatus after leaving the corporate world and spent the time becoming certified as a Health Coach. Owning my own brick-and-mortar business didn’t seem feasible to me. The risk-averse, perfectionist voice in my head told me I wasn’t ready, I wasn’t good enough, social enough, connected enough, rich enough to start my own business. Me? An Entrepreneur?! No way!
Then one day in early 2019, my husband Adam and I were driving around North Austin, and I remember seeing all the growth and checking google maps, wondering aloud – why is there no barre3 here? That same day, I went to barre3’s website to learn about opening my own studio and filled out their questionnaire. The answers soon flowed into paragraphs and before I knew it – I was 110% on board. THIS WAS IT. My heart and soul felt alive and everything clicked into place. I vowed to myself not to let fear and worries stop me from investing in myself and my dream. We made the choice to invest in a franchise and a small business instead of buying a house. That risk felt foreign to me and yet, deep down, I trusted my heart and soul even though my head was questioning everything. A month later, we flew out to Portland, my hometown and their corporate HQ, to sign the franchise agreement.
It was the most surreal moment to return to the same studio I took classes in as a client three years prior – but this time as a new owner for a studio in Texas. 26-year-old me would not have recognized present-day me. The growth I’ve experienced in the past five years, especially in the past 18 months building and operating a fitness studio during a worldwide pandemic, has been monumental. No matter how big the bumps in the road got – I kept going. One day, sometimes one hour at a time. Why? Because when you can’t turn back, the only option is to go forward.
So here I am, one of the many small business owners impacted by COVID-19 and operating on pure faith and grit. We signed our franchise agreement in March 2019, broke ground on construction in March 2020 and opened our studio doors in August 2020. I trained instructors outdoors, taught classes virtually, indoors with masks, outdoors in 90+ heat, and I know more about our HVAC system’s ability to exchange air than most. One of our core values at barre3 is ‘Make It Happen’ and never has it been more true. While Texas and the US are coming out of restrictions now thanks to vaccinations, our studio is not out of the woods yet. The real work begins and I am treating this summer as our real grand opening. This summer marks our do or die – where we survive so that we can thrive. Our team and community is incredible and I wouldn’t be here without them.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
The beginning of the process in 2019 was very smooth. It solidified that opening the studio was meant to be. We found our space, signed the lease and found our contractor, all with relative ease. But then came 2020, and my confidence that we’ll succeed and thrive came crumbling down. I recently stumbled upon the quote: “It’s not what happens to you, but how you react to it that matters,” and that couldn’t describe the past year more perfectly.
This past year has been hard for everyone – nothing could prepare us for a pandemic of this size. On top of that, I was trying to hire my founding instructor team, oversee the construction of our studio, and eventually open the business at the height of the pandemic when indoor group activity was the last thing anyone wanted to do. Exercise? Indoors? While wearing a mask? Outdoors in the 90+ heat? No, thank you – we wanted to rest at home, binge Tiger King and nurture our sourdough starters.
Just one of the funny little things we had to work with – auditioning, training and hiring our instructor team using Zoom. Turns out there’s a tiny lag that occurs in virtual meetings. It makes auditioning and determining if our trainee has the musicality skills we require very difficult. Were they on beat but delayed due to Zoom? Or is their musicality lacking? It became practically impossible – so instead, I would host the auditions outdoors in public parks, in 90+ heat. Difficult? Absolutely. Yet, it made my team stronger, both technically and emotionally.
Fast forward to after we opened our doors, and the bumps have continued – as is life. We had a strong December and January; then the Freeze happened – literally freezing our momentum. Luckily our studio managed without any physical damage (flooding, frozen pipes, etc). As we thawed and clients began to trickle back in, Spring Break came bringing another momentum dip. We rose again until a severe thunderstorm coupled with construction next door caused our building to be flooded and damaged our cork floors so much that they’ll need to be replaced.
With every bump, I come back to my ‘Why’ – my reason for creating the studio in the first place. Barre3 has been my vulnerable and safe space, my reprieve from the chaos of the outside world, and my outlet that helped me get a good workout but also a mental release. My studio provides that for my team and for my clients. So those days when I want to give up, I let myself have a moment to cry, scream or shout in frustration and then I take a breath and come back to the beautiful, strong, supportive community that is at barre3 Cedar Park.
Thanks – so what else should our readers know about Barre3?
Barre3 a full-bodied, balanced workout that combines strength conditioning, cardio and mindfulness. And yet, it is so much more than that. Aside from a brick-and-mortar fitness studio with cork floors, natural light and a Play Lounge for kiddos of all ages; barre3 is a community. We cheer each other on through the big movements, the holds, the muscle burn and shakes, and the small steps, whether you are in class or out in the world. Our studio is a place where relationships are formed and bonds are created, where we turn strangers into friends. We are a community of people who motivate each other. It’s not often you find a community of women that build each other up instead of tear them down.
I’m proud to be a part of a franchise and company that focuses on the internal strength and measures of success more than the external. We are inundated with so many messages every day about getting shredded or toned, finding that perfect bikini body. Yet you will never hear those words come out of my mouth or my instructors. We focus on strength, on stress release, on internal mindset. How do you feel after class? Do you feel stronger? Energized? Sweaty? Did you feel the deep burn of your muscles working for you? Were you able to hold your plank longer than yesterday? Those are the stats I care about. Not what the number on the scale says. And you know what the beautiful thing is about this reframe? Our clients are healthy, strong and happy! They reach their health goals; they find their results; without the external shame associated with the fear-based messaging. How powerful and empowering is that?!
If this sounds like something, you want to try – join us for a class! We offer virtual, outdoors and in-studio classes. We have some amazing new client specials and love adding to our community because we are all stronger together.
What do you like best about our city? What do you like least?
I love Austin and Cedar Park. To be honest, I was a little apprehensive when I first moved here on a whim with my husband; I wasn’t sure what to expect. Austin and Cedar Park have both blown me away with the amount of kindness and welcoming I’ve received from the local communities. I may be cliche, but I have to take my family and visitors to Terry Blacks for bbq every time they come to visit. My other favorite part of the area? How dog-friendly it is. 🙂 We also have two Labradoodles and I love that my husband and I can bring them to dog parks, breweries, walks along Ladybird Lake, go boating – so many fun activities!
The only thing I’m still adjusting to, and honestly unsure if I’ll ever adjust to, is the heat and the mosquitos. I LOVE being outside, and I miss the PNW summers. 🙂
Contact Info:
- Email: cori.hofmann@barre3.com
- Website: https://barre3.com/studio-locations/cedar-park
- Instagram: instagram.com/barre3cedarpark
- Facebook: facebook.com/barre3cedarpark
Image Credits
Jake Rabin [Interior Studio Photography]
