Women-Owned Small Business Spotlight
It started at a coffee shop table, where three generations of women spent hours dreaming about what they could build together. Today, that dream is a family-owned BODYBAR Pilates franchise, and their next studio is coming to Hedwig Village, a Fidelis property in Houston's Memorial area, in March 2027.
In honor of National Women's Small Business Month, we asked franchise owner Jennifer Rubino, who runs BODYBAR alongside her daughter, Natalie, to share their story. She told us how the business began, what's ahead for their new studio, and what they've learned along the way.
A Workout, and a Community
BODYBAR Pilates is a boutique fitness studio offering reformer-based Pilates classes that build strength, improve flexibility, and help people feel their best. Its seven class formats range from Precision, a lower-intensity, form-focused class, to Performance, a high-intensity athletic workout."Whether you're brand new to Pilates or looking to challenge yourself at the next level, there's something for everyone," Jennifer says.
The new studio will also have a dedicated private training room for one-on-one sessions. It's a good fit for anyone with specific goals or who wants to build confidence before joining a group class.
But for Jennifer, the workout is only part of the story. "Our mission is simple: build a community of people who love, respect, encourage, and motivate one another to be strong, healthy, and happy human beings."
Born Around a Coffee Shop Table
After nearly 30 years in the corporate world, Jennifer was ready for a change, but not ready to retire. She wanted to build something of her own, and to do it alongside her daughter.
"It actually all started at a coffee shop with my mom, my sister, Natalie, and me," she says. "At the heart of it, I wanted to teach my daughter how to be a successful businesswoman, a mother, and build a life where she didn't have to choose between her career and her family."
BODYBAR felt like the right fit. The family connected with the brand's commitment to community and its Spirit of CHEERS: the belief in encouraging, supporting, and celebrating one another.
About six months after opening their first studio in Woodforest, something shifted. "Women began sharing stories about how BODYBAR had changed their lives, not just physically, but mentally and spiritually," Jennifer says. "That's when I realized we had created something so much bigger than a Pilates studio."
Why Hedwig Village
The move into Houston is personal. Natalie lives in Houston and is now a mom to a toddler. Rather than commuting over an hour to Woodforest, she'll lead a studio in her own community.
"In many ways, this brings us back to the dream we had when we first started BODYBAR together," Jennifer says.
The team was intentional about choosing Memorial, an established area full of families and professionals who value health and connection. With five BODYBAR studios already serving greater Houston, the Hedwig Village studio will be the first BODYBAR inside Houston's city limits.
What to Expect When the Doors Open
- Classes for every level, across seven formats that keep workouts fresh
- Private training in a dedicated one-on-one room
- Familiar faces, including instructors from the Woodforest team
- A curated boutique with activewear and lifestyle brands like Aviator Nation, STRUT THIS, Beyond Yoga, and The Upside
- Events and milestone celebrations, from a member's first class to their 1,000th
"We want BODYBAR Memorial to be the happiest hour of your day," Jennifer says.
Milestones Worth Celebrating
BODYBAR Woodforest received the 2025 Community Impact Award, recognizing it among BODYBAR studios nationwide. Some founding members who joined when the studio opened in January 2024 have now completed more than 1,000 classes.
"What makes me proudest isn't the number of studios we open," Jennifer says. "It's the number of lives we positively impact along the way."
Advice for Women Starting a Business
"Don't wait until you have everything figured out, because you never will."
Jennifer and Natalie joke that they've earned a master's degree in entrepreneurship over the past three years. They've learned everything from construction and real estate to accounting, HR, and marketing. When something doesn't go as planned, they have a saying: "We're making memories!"
Her advice: surround yourself with great people, know your numbers, stay true to your values, and never stop learning. And give people the chance to grow into something bigger.
For women considering a second career, she has one more thought: "It's never too late to reinvent yourself. Sometimes the most rewarding part of your career is the chapter you haven't written yet."
Coming March 2027
BODYBAR Pilates Memorial is scheduled to open at Hedwig Village in mid-to-late March 2027, and the founding member community starts forming well before then:
- December 2026: VIP Membership Interest List launches, with early access to opening news and founding membership offers
- January 2027: Discounted founding membership presales begin for a limited number of members
- Mid-to-late March 2027: Grand opening
The team will also host events in the lead-up so the community can meet them before opening day.
Follow @bodybarmemorial on Instagram for VIP announcements and grand opening details, and learn more at bodybarpilates.com/memorial.
We're proud to welcome Jennifer, Natalie, and the BODYBAR team to the Fidelis family, and we can't wait to see them bring the Spirit of CHEERS to Memorial. Join the BODYBAR community at Hedwig Village in spring 2027!
Looking for a space of your own? Only one space remains at Hedwig Village. See it before it's leased, or explore available spaces across our portfolio.
