How Reforming Pilates is Scaling Its Boutique Brand with Mindbody

Reforming Pilates is a boutique Pilates franchise founded by Daniel and Genevieve Ross, with studio locations in Florida and New York.

The brand was established in 2022, when the Rosses acquired their first Pilates studio. What began as a single acquisition quickly expanded into a multi-location boutique fitness brand. Reforming Pilates focuses on studio-based Pilates instruction and operates within the growing boutique wellness industry.

Today, Reforming Pilates offers daily group and private Pilates classes for all levels and operates eight studios, with two more on the way. The brand has also expanded its offerings with RP Heat, a heated mat Pilates concept that complements its reformer-based classes and gives clients even more ways to engage with the brand.

That growth has been fueled by a strong client following, an ambitious expansion strategy, and a commitment to delivering a seamless experience at every location.

How Mindbody became the backbone of Reforming Pilates

Mindbody was already part of the business when the Rosses acquired their first studio, and keeping the platform in place was an easy choice. As Reforming Pilates expanded, Mindbody became the system the team relied on to help manage operations across studios and support both staff and clients.

For Genevieve, one of the platform's biggest benefits is the ability to manage the business on the go. "I love that I can do everything on my cell phone on the go. I don't have to be logged into a desktop and can access everything from my mobile phone. I can also seamlessly toggle between the data for different locations," she shared.

That flexibility has made a meaningful difference for a leadership team that is often moving between locations and managing day-to-day operations in real time. Staff are familiar with the platform; the booking flow works well, and key team members can quickly access the information they need from wherever they are.

Beyond operations, Mindbody has also helped Reforming Pilates grow its visibility and bring in new clients. The team views the Mindbody app as a form of free advertising, especially in competitive markets like New York, where many wellness consumers already use the platform to explore studios and book classes.

For Daniel, Mindbody's role in the business is simple to define: "Mindbody is the backbone of our business. Without it, we wouldn't be able to operate."

Using Mindbody to create a seamless client experience that supports growth

As Reforming Pilates has scaled, Mindbody has helped the business maintain a smooth, familiar client journey. The company uses both the Mindbody app and its own branded app, giving new clients an easy way to discover the business while creating a path to deeper brand loyalty over time.

Because many wellness consumers already know how to use Mindbody, the platform reduces friction for first-time visitors and helps create a more seamless booking experience. "Everybody is kind of used to it," shared Genevieve, "They're used to the interface, so it's quite a seamless client process."

Mindbody also supports the Reforming Pilates team in smarter decision-making behind the scenes. The team uses data from the Analytics 2.0 reporting feature to evaluate class and instructor performance, helping them understand what clients respond to most and where they can optimize programming as they grow.

For Reforming Pilates COO Elisa Zambrano, Mindbody also plays a valuable role in attracting new clients, particularly in a competitive market like New York. "A lot of people's first foot in the door with Reforming comes through Mindbody. It helps people discover us, especially in a city like New York," she shared.

That discoverability is especially important for a business that is expanding rapidly and entering new neighborhoods with ambitious studio concepts.

Launching a flagship New York studio with Mindbody

This spring, Reforming Pilates is preparing to open RP Townhouse, a new three-story studio in New York City that will be the largest location in the brand's portfolio. Housed in a standalone vintage carriage house, the new studio is designed to deliver a premium boutique experience at scale.

The space will feature two reformer studios, a heated mat Pilates studio, a private studio, and elevated amenities including showers, lockers, and a coffee and matcha bar. It marks a major milestone not just for Reforming Pilates, but for the brand's long-term vision in New York.

Because the Reforming Pilates team is already deeply familiar with Mindbody, they see the platform as a major advantage when bringing new locations online. From setup and presales to day-to-day operations, Mindbody helps make expansion feel more seamless. Just as importantly, it offers valuable visibility—putting the brand in front of potential clients who are already using the platform to discover and book wellness experiences.

That visibility translates into meaningful business impact. A significant amount of foot traffic comes through Mindbody, helping introduce new clients to the Reforming Pilates brand and get them through the door. As the team prepares to launch its newest location, they're optimistic about the role Mindbody will play in building awareness and generating early momentum. As Elisa shared, "Having the platform already in New York helps everything flow from one studio to the next. We know we can jump right into presales because we're already so used to the platform itself."

From there, the focus is on turning those first-time visitors into loyal members and eventually guiding them to the Reforming Pilates branded app for a more direct, long-term relationship with the brand.

As Reforming Pilates continues to expand, the company sees Mindbody as more than an operations platform; it's a partner supporting the next phase of growth, from neighborhood studios to a flagship opening in one of the world's most dynamic fitness markets.