From Launch to Expansion: Why AURA Sauna Chose Mindbody from the Start

For mother-daughter duo Bonita Juliette and Laura Early, travel, yoga, and wellness have always held a special place in their lives. While on a trip to Nashville, Tennessee, they stumbled upon an infrared therapy wellness studio and immediately fell in love. The experience struck a particular chord with Early, a lifelong entrepreneur who had spent the previous decade running her own marketing and PR agency. At the time, she was ready for a new chapter. That spark in Nashville ultimately inspired the pair to launch AURA Sauna Studio in 2023 in Pittsburgh, Pennsylvania.  

We connected with one half of the duo, Laura Early, to learn more about their journey with AURA, how they’re using Mindbody and ClassPass, and how they’re bringing infrared sauna's detoxification, pain relief, weight loss, inflammation reduction, and relaxation benefits to the Pittsburgh community. 

How Mindbody helped bring AURA to life

When Juliette and Early set out to open the first and only dedicated infrared therapy sauna studio in their region, they knew they needed a platform that could support their vision from the ground up. After exploring several options, Mindbody quickly stood out for its strong brand recognition and the instant visibility it offered through the Mindbody app. From day one, the app connected them to a broad audience, allowing them to grow organically without investing in traditional marketing for the first 18 months.  

Mindbody’s onboarding and training period proved invaluable in helping them launch smoothly and confidently. Since then, the platform’s responsive customer service has remained a key part of their success, providing ongoing support for both daily operations and long-term growth. They’ve also found the AI-powered support feature to be especially helpful—offering real-time guidance and quick answers within the platform when they need them most. 

Today, Mindbody remains central to their operations. The staff uses it daily to check in clients, process retail purchases, and manage appointments. As the business owner, Early frequently uses the Business App to monitor performance and stay on top of studio activity.  

In their second year of business, AURA began leveraging the Mindbody Marketing Suite, using it to build and send email campaigns that support their growth and engagement goals. In addition to its marketing capabilities, they’ve found the platform’s reporting and analytics feature to be both beneficial and user-friendly, giving them valuable insights into their performance and helping them make informed business decisions. 

Expanding their reach with ClassPass

Mindbody hasn't been the only key to AURA's success. ClassPass has also played a pivotal role in growing the studio's client base after Early saw it as a strategic way to increase both visibility and revenue—and the results have been impressive. Through ClassPass campaigns, like offering 50% off sauna sessions, AURA gained nearly 70 new clients at their original location in just two weeks, and 20 at their newer location. ClassPass continues to drive consistent foot traffic, with visit volume increasing by 26% in a recent 30-day period.  

And it's more than just attracting new clients—ClassPass members become part of the AURA community, sharing their wellness journeys, referring friends, and often visiting the studio together. Early appreciates how seamlessly ClassPass integrates with Mindbody and how user-friendly the platform is, allowing her team to monitor appointments, visits, reviews, and revenue in real time. 

AURA's approach to wellness hasn't gone unrecognized and has earned them the “Hidden Gem” award in the 2024 Best of ClassPass awards. The award reflects not only their growing community of loyal clients but also the intentional, personalized experience AURA offers. “We like to keep it small,” Early explained, “and while our community is large, the experience is really personalized.” 

Keeping the momentum going

Looking ahead, Early is excited about the future of AURA Sauna Studio. She envisions expanding to more locations throughout the greater Pittsburgh area and potentially into new markets. As the business continues to grow, she remains deeply grateful for the support of her dedicated team and the meaningful relationships they've built with clients along the way. 

When it comes to the tools helping power that growth, Early is a strong advocate for both Mindbody and ClassPass. She believes Mindbody’s trusted reputation and brand recognition give businesses a valuable edge through increased visibility, while ClassPass integrates seamlessly with their Mindbody software, but also consistently drives new clients through the door. “I would recommend other health and wellness businesses become a part of ClassPass because it is a seamless integration with our Mindbody software,” she said.