Written by Ella Tanner
After more than a decade of leading Pure Barre Owensboro, founder and owner Annie McCrary is passing the torch to longtime instructor Natalie Johnson, marking a new chapter for the fitness studio that has become a cornerstone of community and wellness in the city.
McCrary, who first opened the studio in 2014, said her journey began simply as a devoted client. She discovered Pure Barre while living in Lexington and quickly fell in love with the low-impact, high-intensity workout. When she returned home to Owensboro, she couldn’t imagine life without it.
“Absolutely, it was my favorite workout of all time,” McCrary said. “When I moved home, I couldn’t imagine my life without it, so it came with me.”
Opening the studio was not without challenges. At the time, few in Owensboro had even heard of Pure Barre. Building a brand and cultivating awareness required persistence and passion. But what began as a small fitness offering soon blossomed into something larger: a community.
“We opened in 2014 and no one had a clue what Pure Barre was,” McCrary said. “Just growing it from scratch, building brand recognition, and most importantly, creating a community of women who came together, that’s what I’m most proud of.”
Over the years, that community has become like family for McCrary. She describes the connections she’s made with clients and instructors as lifelong, extending well beyond fitness.
“The women I’ve met there will be in my life forever, like sisters and mothers,” she said. “Pure Barre has been a place for exercise, but also for mental health, encouragement, and sisterhood.”
McCrary, who recently moved with her family to a farm about 30 minutes outside Owensboro, said the task of raising six kids revealed that it was time to step back from ownership. Handing the studio to Johnson, however, felt like a natural choice.
“It’s unique because she was with me at the beginning, and now she’s here at the end of my time,” McCrary said. “Passing it on to her just feels right. She’s the sweetest lady ever, and I know she’ll keep it going strong.”
Johnson, who first joined Pure Barre as a client before becoming a certified instructor, said stepping into ownership is both exciting and humbling. As a 1st-grade teacher and Pure Barre instructor, she has long worked in leadership roles but had never owned a business.
“I’m not sure there’s ever a good time to take a risk, but I saw this as an opportunity to breathe new energy into something I already loved,” Johnson said. “My goal is to continue offering the same high-quality environment for our clients while also bringing in fresh ideas, special events, and collaborations with local businesses.”
Johnson emphasized that the core of Pure Barre Owensboro will remain the same. As a franchise, the workout formats and class offerings are consistent nationwide, but she sees room for growth in building partnerships and tailoring the studio’s presence to the evolving needs of the community.
“The beauty of Pure Barre is that it doesn’t matter what your fitness level is, anyone can come in and pick it up,” Johnson said. “We want to honor our loyal clients, some of whom have taken more than 2,000 classes, while also welcoming new faces into this family.”
Staff stability is another strength McCrary is proud to highlight. Most of the current team, including instructors who have been with the studio since its opening, will remain in those roles.
“That consistency is important,” she said. “It means our clients will keep seeing familiar faces and getting the same supportive experience they’ve come to love.”
Looking ahead, Johnson hopes to expand opportunities for community connection. She is planning an open house weekend on November 1–2, offering classes to anyone who wants to try Pure Barre. The studio also continues to offer a complimentary first class for new clients.
Johnson said she draws inspiration from her own fitness journey. She discovered Pure Barre in her younger years and was immediately hooked. Even after taking a break, her passion reignited when she returned to teaching again.
“The love never really goes away,” Johnson said. “When Annie’s life began shifting, I knew this was the right step for me. She’s built something so amazing, and my vision is to carry that forward while adding a little of my own spark.”
For McCrary, knowing the studio is in Johnson’s hands makes stepping away easier.
“It will always be one of my biggest accomplishments,” she said. “We’ve built more than a workout — we’ve built a family.”
