Mindbody powers the world’s fitness and wellness businesses and connects them with more consumers, more effectively, than anyone else.
Software
1k-5k
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San Luis Obispo, California, United States
Mindbody needed a way to reach customers outside of traditional channels, like email.
Pendo Guides opened up their product as a main communications channel, creating multiple ways to communicate where it matters most.
40% increase in sales opportunities and higher CTO than other lifecycle channels.
If you’ve ever booked a fitness class or wellness studio online, odds are you’ve come across the Mindbody platform. Consumers use it to book their favorite class, locate nearby fitness options when traveling, and find wellness deals. Businesses use Mindbody to run their entire backend system. From handling bookings and schedules to employees and insurance referrals, Mindbody has become a leader in the B2B wellness and fitness world with over 40K local and global businesses using their software.
Mindbody has seen tremendous success over the years—constantly adding new products and capabilities to better serve its customers. And as with any software, adoption doesn’t just happen on its own.
Remy Feldman, head of lifecycle marketing at Mindbody, runs a team responsible for helping customers navigate a multifaceted platform—educating them on updates, driving engagement with new features, and ultimately improving the product experience.
“Our goal is to make a complex product more accessible for customers. Pendo helps us do that.”
-Remy Feldman, Head of Lifecycle Marketing, Mindbody
Before Pendo, most of Mindbody’s lifecycle communications happened through email. But the team faced a familiar challenge: not all users could be reached and engaged with through that channel.
So, Mindbody did what many forward-thinking companies do—talk to customers in-app where they’re already engaged and paying attention.
“Pendo lets us reach a lot of customers we couldn’t reach before—those who haven’t opted into email marketing or aren’t in our system at all,” Feldman explained. “Pendo gives us more opportunities to share new updates, highlight features, and reach more customers.”
Mindbody started small with announcements and simple notifications using Pendo In-app Guides. But as the marketing team leaned in, they began using a wide range of Pendo capabilities: tooltips, popups, guides, badges, and even what many users refer to as “fake buttons”—custom-styled guide overlays that look and feel interactive.
The marketing team also began experimenting with embedded guides, rolling them into software flows and even integrating them into a redesigned sign-on page. “That page is the main entry point for customers,” Feldman said. “We’re replacing an outdated tool with embedded forms for a cleaner, more flexible experience.”
When it came time to roll out a major new feature, Mindbody’s team went all in. “We decided to maximize all the real estate we could,” said Nat Harrison, VP of Marketing. “We used email, of course—but also takeovers, badges, banners, buttons, guides, everything.”
The result? Higher engagement than they’d seen on any previous campaign.
“Before, we were using announcements which had a low click-through rate,” Feldman said. “With badges, we got 7–11%. With the full campaign, we saw over 15% click-through rates.” And that boost wasn’t limited to awareness.
The team also reported a 40% increase in leads for their sales team any time they used Pendo to amplify their campaigns, demonstrating how effective it is to prioritize in-app communications.
The marketing team now uses Pendo for a range of business-critical motions, from upsells and tier upgrades to feature adoption and migrations. For a recent payment system migration, Pendo guides helped simplify a complex user journey. “We literally guided customers through each step of the process,” Feldman said. “That’s been really impactful.”
Education is another key focus of the Mindbody marketing team. As the team rolled out improvements to their business-facing reporting and analytics tools, they used Pendo to embed short videos directly in-app. “Here’s where you are, here’s what to expect, here’s how to use it,” said Harrison. “It’s been a powerful dimension of usefulness.”
Mindbody’s marketing team has made Pendo a core part of its go-to-market strategy. “We’re rebuilding the marketing playbook for customer success and growth,” Harrison noted. “Pendo plays a big role in that.”
Looking ahead, they’re aiming to unlock even more capabilities, including deeper personalization. And they’re eager to build tighter collaboration with their product team, now that there’s a formal Pendo admin on that side.
But for now, the impact is clear: “In the right place, we consistently see 2–3x engagement compared to email,” Feldman said. “Pendo helps us reach people, guide them, and get results.”
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