The Fitness Industry Has Been Doing Women Dirty
Let’s be real: most of us have a complicated relationship with fitness.
We’ve been told that if we just push harder, go longer, and shrink smaller, then we’ll finally be “fit.” But what if we’ve had it wrong all along? What if feeling good in your body isn’t about fighting it—but actually listening to it?
That’s exactly the kind of question Sadie Lincoln asked herself when she founded barre3, a fitness and wellness brand built with women in mind. Since launching in 2008, she’s grown her brand to over 200+ studios nationwide—without millions in funding or chasing toxic industry trends.
In a recent conversation on The So She Slays Podcast, Sadie got candid about what the fitness world is missing, how she bootstrapped her way into a nationwide brand, and why movement should be a celebration, not a punishment.
“No Pain, No Gain” Isn’t Helping Anyone
Let’s talk about the elephant in the room: the shame spiral.
You know the one. Where you’re doing all the workouts, eating all the right foods, chasing a certain look—and you still don’t feel good in your body. That was Sadie’s story too. She quietly struggled with disordered eating, even while building a career in fitness.
So she flipped the script. At barre3, the goal isn’t to punish your body—it’s to connect with it. To be present. To move mindfully. To work with your body, not against it.
Because guess what? The whole “no pain, no gain” thing? It’s not just outdated—it’s harmful. Women are more likely to experience mental and emotional pain around movement, not just physical. That means we need compassion, not combat, when we work out.
At barre3, workouts are designed with women’s bodies and lives in mind.
That means:
Moving through your hormonal cycles, not against them
Honoring your energy levels instead of ignoring them
Creating brave spaces where you challenge yourself, not fight zones where you break yourself down
And no, that doesn’t mean it’s all soft and easy. Sadie talks about the importance of pushing yourself—but only to the point where it’s productive, not punishing.
The difference? You walk out of a barre3 class feeling empowered, not depleted.
From Craigslist to 207 Studios—With No Big Investment
Now let’s talk business.
You might think that to launch a nationwide fitness brand, you need venture capital and Silicon Valley investors lining up to fund your dreams.
Sadie? She sold her house on Craigslist to save money on realtor fees.
She and her husband started barre3 with almost no funding—just one small angel investor—and scaled it organically. No private equity. No major buyouts. Just smart growth and passionate people.
The secret? She already understood the game. After helping scale 24 Hour Fitness, Sadie built barre3 to be a franchise model from day one. That means each barre3 studio is owned by someone in the community, creating a ripple effect of empowered, local leadership.
Her Advice for Women Starting Something New
Whether you’re thinking of starting a business, building a brand, or just shifting your relationship with movement, Sadie’s advice is simple but powerful:
“Be super picky about who you surround yourself with. You deserve people who respect your unique genius and want to see you succeed—exactly as you are.”
Also, don’t be afraid to start small and dream big. Sadie didn’t have millions or a massive platform. But she had purpose—and that’s what kept her going when the grind got real.
What details about how the fitness industry has been lying to women or maybe you’re interested in learning more about how she managed to franchise her business. Listen to the podcast below for the full interview.