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MINDBODY CASE STUDY

JoyMoves

B O L D PAT H S T O S U C C E S S

“Birds came out in song. Rainbows formed in the sky. It was all smiles once we started using MINDBODY.”

Steve and Shoshana Goldstein JoyMoves, Austin, TX

How Steve and Shoshana Came to Know Business Bliss

Steve Goldstein retired at 41 after a twenty-year career in the microprocessor world interacting

with company CEOs like Steve Jobs and Michael Dell. Ready for a change of pace, he decided to

move his family from Silicon Valley to Austin, Texas. “My wife had taken up Nia, a type of dance

cardio fitness, and was interested in opening her own business to teach it.”

Having started four companies in his career, he was “all in” when his wife decided to open a

business: JoyMoves. “I didn’t really know anything about the fitness studio business, but wanted

to support my wife doing what she loved.”

Steve’s wife was working in the health industry as an Occupational Therapist when she fell in love

with Nia. After over a decade of teaching Nia, Shoshana heard about Pilates, fell in love with it and

decided to enter a teacher’s training program. Upon completing her comprehensive certification,

Shoshana shifted the focus of JoyMoves to teaching Pilates.

The Challenge Having been in the technology business for over two decades, Steve quickly realized that running

JoyMoves with spreadsheets and punch cards wasn’t going to cut it. “It was logistically ridiculous

to manage class schedules and punch cards and keep track of billing clients and teacher pay with

[Microsoft] Excel spreadsheets. As a former high-tech executive for twenty plus years, I knew there

had to be a better way.”

Knowing little about the fitness industry, Steve sought the advice of a long-time friend and fellow

fitness business owner. “I approached Rich Goldstein, the owner of Yoga Yoga, a larger company

with five locations here in Austin, and asked what software he used to run his studio. That’s when I

learned about MINDBODY.”

The Solution

“The fact that you can create your entire schedule in MINDBODY is phenomenal.”

With MINDBODY’s online scheduling, Steve and Shoshana no longer have to worry about managing

their trainers’ calendars. This fully-automated feature keeps their instructors informed with real-time

schedule updates whenever a change is made.

And with the MINDBODY Express™ app, their trainers can easily access their schedules while at

home or on the go, from their phone or mobile device. They can also check students in and review

attendance.

“Getting rid of punch cards saves us time and keeps our students happy.”

When JoyMoves opened, Steve and his wife would print punch cards to keep track of students’

class usage. “If students lost their cards they were out of luck, because there was no other record

to compare their usage to.”

Since making the transition to MINDBODY, they’ve been able to offer their members digital class

passes that are automatically stored and updated upon check-in. “We no longer have to use Excel

worksheets to record everything. MINDBODY does it for us!”

“Recurring revenue and monthly memberships are an essential success factor for any

wellness company.”

Steve and Shoshana use MINDBODY’s AutoPay feature to capture monthly recurring revenue.

“Being able to sign students up using AutoPay has increased our revenue by about 50% and has

been an essential part of making us a viable business.”

MINDBODY’s AutoPay feature also gives them more time to get back in the studio, rather than

being tied to the desk managing membership payments.

“Keeping track of payroll used to be such a pain. With MINDBODY it’s so easy!”

Paying teachers is no longer a hassle for Steve and Shoshana. With MINDBODY’s payroll feature,

they’re able to set instructors’ pay rates, run detailed reports and export payroll data for tax

purposes, all in one place. “Being able to manage our teachers’ pay rates has saved us a

tremendous amount of time.”

The payroll feature also allows them to track their staff’s hours and generate reports where they

can view the total amount paid out for any pay period.

The Results*

RECURRING REVENUE

Steve and Shoshana use AutoPays to help keep their revenue

consistent throughout the year. Because they can count on these

regular payments, they are able to make revenue projections for

subsequent months and key financial decisions for their business.

INCREASED SALES

By using MINDBODY’s integrated merchant account processing,

Steve and Shoshana can easily sell products in addition to their

classes. And because MINDBODY tracks it all, they can always

review their product sales and inventory in mere seconds.

CUSTOMER RETENTION

Attracting new clients is a common challenge, and getting them

to come back is even more difficult. With MINDBODY’s reports,

Steve and Shoshana can quickly view everyone from members

to visitors to repeat customers, all in one place. This helps them

make decisions about future promotions to offer (and to whom).

53% of total income from AutoPays

121% increase in

product sales

64% of students return

at least once

*All data represents year-over-year change from October 2013–October 2014.

Discover the software that can help bring your passion to life. Request a tour today at

mindbodyonline.com/talk-to-a-sales-specialist.

The Future

“MINDBODY has made running our business so much easier. Now my wife has more

time to teach instead of being stuck behind a desk.”

Steve and Shoshana have come a long way since opening their doors in 2005. In 2013,

Austin Fit Magazine readers recognized JoyMoves as the best local Pilates studio and voted

Shoshana the Best Pilates Instructor in the city.

And the Austin A-List ranked their studio as the number-one Pilates studio in the area. Excited

to be living out her passion, Shoshana is enjoying life as a studio owner, and Steve loves

knowing that his wife is doing what makes her happy.

“We’ve come a long way and have learned a lot in the process. With MINDBODY’s help, we’ve

been able to drastically increase our income—and our sanity.”