Case Study: Citizen Pilates achieves community-driven growth and opens a second studio with Mindbody

Citizen Pilates - Customer Case Study

Citizen Pilates is a boutique reformer Pilates studio in Houston founded in 2015 with a mission to create a welcoming, non‑judgmental community. Owner Jess Hughes prioritized hiring for personality and building personal connections, but faced the challenge of delivering consistent, affordable, and highly personalized experiences (like greeting new clients by name) while scaling the business.

By using MINDBODY’s software to flag first‑time visitors and managing a $29 drop‑in that converts into a membership credit, Citizen Pilates ensures staff can recognize and personally welcome new clients and keep pricing accessible. Combined with a “hire for spunk, train for skill” approach and customer‑focused marketing, the studio grew quickly and opened a second location after just over a year while maintaining the intimate, community atmosphere Jess envisioned.

Citizen Pilates

Jess Hughes

Founder