By Jake Mascarello, U.S. Army Veteran and Owner of Pure Barre Clarksville, Franklin, and Nashville – The Gulch
Leaving the Army after 15 years wasn’t easy. I was ready for a new mission, but I missed the structure, purpose and daily challenge that came with service. I wanted to do something in health and fitness that really helped people, which brought me to Pure Barre. When I opened my first studio in Clarksville, Tennessee, in 2023, it felt familiar — a team, a mission, a chance to lead. The work looks different now, but the goal is the same: helping people grow stronger through discipline, consistency and commitment.
From the Army to Entrepreneurship
While serving in the Army, I led teams of as many as 70 people in both the U.S. and the Republic of Korea and was responsible for recruiting and regional marketing. I developed a marketing program that was adopted across every region in Army Recruiting. That experience taught me how to motivate people, communicate clearly and build systems that scale.
The Army gave me structure, accountability and a deep respect for processes — some of the same qualities that define successful franchising. Both worlds rely on proven systems, but your success depends on how well you execute them. That’s what drew me to Pure Barre. The framework was there, and the mission was clear. It was up to me to lead and deliver results.
When I opened Pure Barre Clarksville, I threw myself into it completely: early mornings, late nights, every role you can imagine. It was exhausting, but it gave me a strong understanding of how every part of the business functions. In less than 30 days, we hit 100 memberships, 6 months before the studio opened the doors, proof that the demand was real and the system worked. Today, the studio has 363 members, and our goal is to reach 400.
Structure, Process, and Adaptability
People often assume the military and boutique fitness are wildly different, but in reality, they operate on many of the same principles: structure, teamwork and clear objectives. You train, you execute, you refine.
That sense of structure is built into Pure Barre, from class formats to brand systems, but just like in the military, success still depends on adaptability. Every team, market and challenge is a little different. When I took ownership of the Franklin and Gulch studios in 2025, I relied on the same mindset that guided me in service: assess, plan, communicate and act. Since then, membership has grown by roughly 30%, and all three studios continue to trend net positive month to month.
Leadership Through Empowerment
In the Army, I learned that the best leaders create leaders. That philosophy still drives everything I do. I empower my team to make decisions and lead from where they are, which allows me to focus on coaching and removing obstacles to their success.
When people know you’re investing in them, they show up differently — more confident, more committed and more motivated. That mindset has shaped the culture across all three studios. My role now is to set the mission, communicate the vision and ensure the team has what they need to thrive.
The Challenges and the Wins
Every business has challenges. For me, staffing was the biggest early hurdle. Since I wasn’t certified to teach, I couldn’t step in to cover classes when needed. That made it even more important to hire strong managers and build a dependable, high-performing team.
I spent countless hours working the front desk, training new hires and learning the business from the ground up. It was demanding, but it gave me clarity on what the team needed to succeed. Today, everyone understands their role, and payroll is tied to revenue so the entire team stays invested in performance.
In August, we adjusted pricing across all studios after a detailed market analysis confirmed our rates were below local benchmarks. It was a calculated risk that paid off — revenue grew by about 20% in the following months. Clarksville now ranks in the top 10 to 15% of all Pure Barre studios nationwide, proof of the team’s effort, consistency and buy-in.
Lessons from Service
My two tours in Afghanistan gave me perspective. In business, the stakes are high, but no one’s life is on the line. That helps me stay calm under pressure and focus on solutions instead of stress.
Developing the teams and empowering them built the foundation for everything we’ve achieved. The military also taught me self-awareness — knowing what you’re good at and where to lean on others. I’m not a barre instructor, and I don’t pretend to be. My strength is leadership, structure and problem-solving, so I build teams that complement those strengths.
Advice for Veterans and Aspiring Entrepreneurs
For anyone transitioning out of the military or considering entrepreneurship, my best advice is to manage your stress and stay adaptable. Translate your knowledge and experience to you new venture, use the processes you know to include planning, training, problem solving and leading people.
Know your role. Understand what you bring to the table, then surround yourself with people who fill in the gaps. That’s how you build something that lasts. And above all, be a leader of character. Just like in the military having strong character and integrity, paired with a little hard work, goes a very long way.
Looking Ahead
Over the next few years, my focus is on strengthening operations across all three studios. The goal is steady growth, stronger teams and continued investment in people — both staff and members.
Pure Barre has given me a renewed sense of purpose, one that feels a lot like service. I don’t wear a uniform, but the mission is the same: Help people, make the world a better place, and of course, WIN!
BIO: Jake Mascarello is a U.S. Army veteran and owner of three Pure Barre studios in Tennessee — Clarksville, Franklin, and Nashville – The Gulch. A two-tour Afghanistan veteran, he applies lessons from his 15-year military career to leadership, team development, and community growth in fitness entrepreneurship.