W H AT I S D E F I N E b o d y & m i n d ? DEFINE body & mind is a quickly growing provider of health and wellness ser vices set in a boutique studio atmosphere offering a complete exercise routine that incorporates cardio, yoga, and Pilates. With headquar ters in Houston, Texas, DEFINE has expanded from one location established in 2009 to 11 studios and franchises both across the countr y and internationally.
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THE DEFINE MISSION DEFINE body & mind’s mission is to educate clients on how to become their absolute best. We believe that physical strength, length and balance impact both states of mind and being. We create an atmosphere that inspires results, fosters community and gives back to others in order to achieve sustainable health and happiness.
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FOUNDING PILLARS DEFINE was founded on the following pillars:
ATMOSPHERE
WELLBEING
Surrounding yourself with sights, sounds and materials that enhance your energy helps to inspire you and facilitate results. Our studios are impeccably designed, eco-friendly and washed in beautiful colors.
Wellbeing results from balancing body and mind. For you, this may mean increasing endurance or reducing stress. The name DEFINE comes from clarifying what wellbeing means to YOU!
GIVING BACK
COMMUNITY
Whether giving back or paying it for ward, generous acts not only benef it others, but also feed our own wellbeing, creating a full circle of wellness.
Being a par t of a like-minded community provides encouragement and accountability, mixes up your routine, and makes f itness fun!
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D E F I N E H I S TO RY
HENRY RICHARDSON DEFINE body & mind Founder DEFINE body & mind was developed by founder and Houston native Henr y Richardson in 2009. After a successful career as an All-American and National Team Member for Springboard and Platform Diving, Henr y moved to New York City where he joined Teach For America educating 6th grade children in the South Bronx. As a teacher, Henr y was surprised that his old injuries from diving were still causing discomfor t and by the end of his f irst year teaching, this was severely affecting his ability to enjoy his work. With the encouragement of a friend, Henr y began taking his f irst Pilates/Yoga/Ballet hybrid classes. Six months later, he taught his ver y f irst class, and within one year, was helping open studios across the countr y. In 2007, he moved back to Houston to begin his MBA at Rice University.
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D E F I N E H I S TO RY
ERIN O’ LEARY STEWART DEFINE body & mind Co-Owner, DEFINE foods Founder and Creator Erin O’Lear y Stewar t joined DEFINE in 2011 as co-owner and played a vital role in expanding the brand with its third location, development of new class programs, and addition of DEFINE foods. Having earned a BFA in Dance Per formance and Kinesiology at Southern Methodist University, Erin spent the subsequent eight years dancing professionally and teaching Pilates, barre, dance and f itness classes in New York City. While in New York, she also earned her culinar y degree from the Natural Gourmet Institute for Health and Culinar y Ar ts, created and operated a nationally selling cookie and granola line, and continues to educate on the impor tance of using natural seasonal ingredients aimed towards healing to build a balanced and grounded lifestyle. Having a background per fectly aligned with the DEFINE lifestyle and her passion for movement, in 2013 Erin transitioned to work on the implementation of our franchise program with the ultimate goal of bringing DEFINE to your community.
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DEFINE IN THE NEWS
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DEFINE CLASS OFFERINGS
DEFINE body DEFINE body & mind DEFINE baby DEFINE expres
DEFINE mind DEFINE revolution
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DEFINE body DEFINE body is a per fectly balanced 60-minute class of strength, f lexibility, and fun. This results-oriented class combines Pilates, yoga, ballet, and core strengthening to target all the major muscle groups in the body. We use small hand weights, a ballet barre, a mat, and a ball to help you burn fat and lose inches. DEFINE body & mind This class is a gentler version of DEFINE body that incorporates soothing elements from DEFINE mind such as stress relief and stretching. This 60-minute class focuses on improving strength, f lexibility and balance. DEFINE baby This is an excellent oppor tunity for mother and baby to bond while mom can re-DEFINE her body. This class focuses on arms, legs, glutes, and abdominals for a fun 30 minutes of exercising. DEFINE express This brisk-paced class offers a condensed version of the DEFINE body class in just 30 minutes. Set in the noon hour, this class is ideal for those with busy schedules.
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DEFINE mind DEFINE mind is a soothing 60 minute class focused on gaining f lexibility, refreshing the body, and calming the mind. Set to relaxing music, this class helps melt away stress and relieve the tightness in the hamstrings, hips, shoulders, and more. This class is a per fect compliment to DEFINE body or any other spor t or activity such as running, golf, tennis, or cycling. You will leave feeling revitalized both physically and mentally.
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DEFINE revolution DEFINE revolution is our take on indoor cycling incorporating the ultra-effectiveness of our DEFINE body class onto the bike, combining principles of isometrics with cardio blasting, high intensity fun! For 45 minutes, DEFINE revolution incorporates choreographed movements on a stationar y bike for a full body workout. The ambiance for a wholly effective workout is set with low lighting, lanterns and high-energy music.
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ADDITIONAL OFFERINGS
DEFINE foods DEFINE RETAIL DEFINE STUDIOS PRIVATE EVENTS DEFINE life MONTHLY WORKSHOPS DEFINE GIVES BACK
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DEFINE foods Our DEFINE foods program is dedicated to educating on the impor tance of whole foods health. Having the tools and knowledge is the f irst step to living a life of optimal health and wellness. What you put into your body is of paramount impor tance, and with the combination of our classes, clients are well on your way to living a balanced lifestyle. We offer engaging instruction, nutritional insight, cooking demonstration and whole foods products with a focus on delicious, sustainable, local and seasonal nourishment. DEFINE foods Products: • DEFINE foods Juice • DEFINE foods Granola • DEFINE foods Detox Kit
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DEFINE RETAIL DEFINE studios have a dedicated section for retail apparel and equipment offerings. Stocking our own DEFINE logo items as well as several brands familiar to the f itness industr ySplits 59, Monrow, Alo, Lululemon, and DYI - this retail area ensures our clients have all of the necessar y items to excel in class as well as provides a supplemental income stream for franchise owners.
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DEFINE STUDIOS DEFINE studios are impeccably designed, eco friendly and washed in beautiful colors. Studios are designed with “atmosphere” as a critical element. We believe that atmosphere has an effect on clients’ feelings of balance, well being and sense of community. Our objective is to surround clients with sights, sounds and materials that enchase their energy, inspire them and facilitate results. We believe in a balance of luxur y and ecofriendliness by using building materials geared towards better health, better living and being better for the environment.
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STRENGTH 4 SERVICE Whether giving back or paying it for ward, generous acts not only benef it others, but also feed our own wellbeing, creating a full circle of wellness. Each DEFINE studio is committed to giving back through sponsorships, in kind contributions and donation classes to deser ving organizations in the area. Strength 4 Ser vice is our concept of taking all you’ve learned and accomplished in class and putting it into action for the common good. This notion takes our staff and clients out of the studio and into the community conducting acts of ser vice.
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DEFINE life With a motto of “Health. Passion. Purpose.� the DEFINE life program encompass all elements of the DEFINE brand to help clients become their absolute personal best through a selfenrichment and discover y curriculum created by Henr y Richardson. Our goal in this program is to give clients an oppor tunity to physically, mentally and spiritually discover their optimal self.
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PRIVATE EVENTS Combining f itness and fun, guests are shown a unique experience by the ability to hold corporate events, bir thday par ties or social-get-togethers at DEFINE. Our studios are fully equipped to accommodate movement-based par ty needs with options to customize music, instructor, menu and more.
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MONTHLY WORKSHOPS Monthly workshops allow clients to dig deeper in their wellness journey. At a premium rate outside of the class package pricing, clients have the option to attend monthly workshops for fur ther instruction and training of DEFINE methods. Workshops can var y drastically in topic. Depending on location, topics could include but are not limited to Farmer’s Market Tours, Migraine Prevention, Runner’s Stretching.
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THE DEFINE CLIENT While DEFINE clients are diverse, we have narrowed down the group to four key personas which represent the majority of our clients. 1. 2. 3. 4.
Athletes (current and former) Young Adults and Professionals (22-28 years old) Young Moms and Parents (30-40 years old) Empty Nesters (45+ years old)
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OW N I N G YO U R OW N D E F I N E F R A N C H I S E DEFINE franchisees are par tners in creating and ex tending our core mission and brand. We are not a cookie cutter chain. Integral to the creation of any DEFINE studio is understanding how both the location and its local demographic will inf luence the studio design and class offerings. DEFINE’s seasoned implementation team will work with you side by side to create the successful DEFINE for your neighborhood.
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• • • • •
Become a leader in your community Educate others to become their ver y best and achieve their goals Make health, wellness and giving back par t of your daily life Be par t of a creative, fun, and dynamic team of people Grow your on successful business
FRANCHISE REQUIREMENTS • • • • • • • •
You (or a business par tner) must have a background in teaching, a collegiate or professional level in dance or athletics, or have taught groups, exercise classes or indoor cycling elsewhere You live in the area of interest You are a people person and customer ser vice oriented You want to be par t of a creative, fun, and dynamic team of people You have a passion for health and wellness You are ready and the timing is right to be a business owner You have access to or a net wor th of at least $400,000 You have the ability to make an initial investment of $250,000 to $300,000
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FRANCHISE BENEFITS DEFINE Franchise Receive: • Location selection and studio design guidance and suppor t • Operations systems and training • Initial and ongoing instructor training programs: live andonline • Access to continuous updates of class choreography and new exercises • Initial and ongoing marketing and management programs, training and suppor t • Design suppor t for retail space and proven, retail line • Team and community building resources
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ADDITIONAL BENEFITS
STUDIO DESIGN DEFINE offers each franchisee the tools needed to develop a studio that will inspire clients to live the DEFINE lifestyle. Our team of designers will help you create the space you have always dreamed of. From site selection and store layout, to palette and furnishing selections and purchasing, our design exper ts will help you create a DEFINE studio that ref lects the character of your unique location.
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ADDITIONAL BENEFITS
INSTRUCTOR TR AINING One of the greatest advantages of having a franchised business is brand name recognition. When our brand represents to client’s high quality f itness classes conducted consistently, clients begin to trust they can receive this experience in ever y class-no matter who teaches. DEFINE takes pride in educating each teacher representing our ex tended team. DEFINE will train you not only on what to teach in each of our core programs, but also how to reach people with different learning styles. DEFINE’s teacher training offers a two-week onsite education program to get you and your entire staff ready to open your location. Be prepared for a learning environment like none other. Your team will bond, transform and be completely energized and ready to run your studio. The preliminar y work and follow-up after the training will fur ther enhance the work that is done onsite.
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ADDITIONAL BENEFITS
PERSONALIZED MARKETING To fur ther develop a relationship with clients, DEFINE offers personalized marketing for happenings that take place at your studio. Our marketing tools are designed to ensure all messaging output by your studio aligns with the DEFINE brand. An initial marketing plan and timeline will be provided to warrant a successful opening of your studio. After your studio has experienced a 90-day opening period, you will receive the following on-going marketing ser vices: DEFINEbody.com Management and design of our website with access to an editable microsite specif ically for your studio with connection to a class scheduling tool and mobile app; management of Search Engine Optimization for DEFINEbody.com. Photography Imager y for instructor headshots, studio events, workshops, retail sales, classes and announcements. Graphic Design Professionally designed materials.
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digital
Print Advertising Design of adver tisements for publications in your market area.
Monthly Promotional Plan A marketing plan provided on a monthly basis with the goal of increasing attendance and sales by implementing a theme on retail, events/ workshops, videos, blog and social media posts, and photography. Public Relations Routine pitching of your studio news to local media outlets with the goal of gaining press coverage. Social Media Guidance on social media postings and initial set up including Instagram, Facebook, Pinterest and Twitter. Digital Newsletter Distribution An email marketing ser vice with editable predesigned and branded templates.
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NEXT STEPS If you’d like to proceed in the DEFINE franchise process, contact the Franchise Implementation Team to receive an application. Once an application is complete, the team will review it and a decision will be made on the progression of your candidacy for franchise ownership. Upon approval, you will receive a Franchise Disclosure Document. All applicants will receive a response to the application.
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D E F I N E b o d y. co m Š 2 015 D E F I N E