DEFINE Body & Mind Expands Through Franchising And Debut Of A Hip-Zen Retail & Wellness Concept

October 06, 2016 // // HOUSTON, TX– DEFINE body & mind, the Houston-based fitness boutique founded in 2009 by Henry Richardson, has cornered the market locally and has launched an aggressive expansion and franchise strategy that has recently resulted in 14 new locations. This summer, two locations in Lubbock, TX and Katy, TX debuted as well as the company’s first international location in Dubai, U.A.E. The franchisee opened DEFINE’s Denver, CO location this month, with other potential locations in Bellaire, TX, Waco, TX, Miami, FL, and San Diego, CA to follow. By year’s-end, DEFINE aims to have at least 20 locations open domestically and internationally.

The franchise is based on the belief that physical strength, length, and balance impact both the state of mind and well-being. Clients can enjoy a combination of barre, cycling, yoga, trampoline, hammock and more, all under one roof. Each DEFINE studio creates an eco-friendly atmosphere that inspires results, fosters community, and gives back to others to achieve sustainable health and happiness.

DEFINE is set apart by the cutting-edge fitness experience it offers through challenging, fun, and efficient classes; DEFINE body, a barre based class, DEFINE mind, a yoga class that uses a massage ball and/or hammock to deepen stretches and decompress the spine, DEFINE bounce, a high energy, low impact trampoline class and DEFINE revolution, a full body rhythm-based indoor cycling class.

Henry Richardson conceived this contemporary, integrated body-mind concept through personal pain management and post-graduate study. Richardson was a state diving champion, which led to a University of Florida scholarship and an All-American in Springboard and Platform Diving.  Chronic discomfort from injuries, including a broken back, sustained during those years led him to his first Pilates/Yoga/Ballet hybrid class.  At the end of class, Richardson knew this form of exercise would impact his life, an inspiration that set the trajectory for his life’s work. 

Richardson’s mission for DEFINE is to build a sustainable health and wellness community across the franchise, using a holistic lifestyle approach so that clients can reach their physical and inner strength goals, as defined by them. He seeks franchisees that share this same mindset. 

“We pride ourselves on creating a very synergistic match with our franchisees,” said Richardson. “We want to find the right franchisees who are passionate about fitness, wellness and fulfilling their personal and professional goals while helping others be their absolute best.”

Richardson attributes the franchise interest in DEFINE to the evolving fitness world and clients’ commitment to overall wellness – not just fitness – which has been a part of DEFINE’s DNA since day one.

To continue their growth, the brand also launched a pilot concept in its hometown this month – DEFINE living, a unique health and wellness destination and premier meditation studio for the Houston community. Developed to embody the DEFINE lifestyle, clients are able to participate in a variety of classes targeted to enhance one’s life including meditation classes, lifestyle workshops, book clubs and other inspirational offerings. In addition to classes and workshops, an ambrosial tea bar and retail area features a well-curated collection of products including skincare items, essential oils, stationary, spa wear, meditation essentials, leisure and lounge wear, jewelry, interior décor, candles, books, tea and a variety of unique gifts.

Franchisee Testimonials:

“The DEFINE franchise team's expertise is unparalleled. Educating the client to become their absolute best is an evident in all aspects of DEFINE. So thankful to now be part of the team!” - Haley Green, Memorial Green (Houston)

"The franchise training was exciting and incredibly informative! I feel fully supported and ready to open DEFINE: Bellaire!” - Debrah Hall, Bellaire, TX

"Although this is my first experience with franchising, I know one of the biggest difficulties a company that franchises has is maintaining a consistent level of quality across all franchises, and ensuring that the values & culture of their brand is consistent across locations. I really admire how DEFINE manages this and carefully chooses franchisees who will ultimately work the hardest at instilling those values in their staff and creating that culture. While there were many things that were different for us in the UAE (such as legal & HR issues, how to procure materials, etc), I think DEFINE did an excellent job providing us an action plan and now ongoing support during the weekly calls.” - Laura Olivier, DEFINE: Dubai

About DEFINE body & mind

Founded by 2009 by Henry Richardson, DEFINE body & mind exists to educate people on how to become their absolute best, based on the belief that physical strength, length, and balance impact both states of mind and being. Each DEFINE studio creates an eco-friendly atmosphere that inspires results, fosters community, and gives back to others to achieve sustainable health and happiness.

DEFINE recently expanded its footprint outside of the U.S. with a new location in Dubai, U.A.E.  This location marks the first studio outside of the country that joins the fourteen open and operating DEFINE body & mind locations domestically, with studios most recently opened in Lubbock, TX and Katy, TX this month and Denver, CO set to open in early fall.  Visit to find out more information about studio offerings and franchise opportunities.

SOURCE DEFINE body & mind

Media Contacts:

Ashley Pearce

Hayden Rome

Dancie Perugini
Ware Public Relations
(713) 224-9115


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Founded in 2009 by Henry Richardson, DEFINE body & mind exists to educate people on how to become their absolute best.


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