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How CorePower Yoga Turned a Broken HubSpot CRM Into a Real-Time Customer Journey Engine
CorePower Yoga is one of the largest yoga studio brands in the United States, with over 200 locations across 23+ states, offering heated power yoga, Yoga Sculpt, strength-focused classes, and teacher training alongside memberships and class packs. It's not a regional studio chain finding its footing; it's a national brand still actively expanding, with new markets opening as recently as early 2026.
Running a brand at that scale means the CRM behind it has to do more than log transactions. It has to represent, in real time, where every prospect and member actually stands in their journey with the studio. That's where HeyOrange came in: to work with CorePower Yoga's HubSpot environment and turn it from a system that recorded what had happened into one that understood what a customer's status meant and what should happen next.
The engagement centered on CorePower's core growth engine - Free Week, the no-cost trial program that converts prospects into paying members, along with the underlying data architecture connecting Zenoti (CorePower's studio management platform) and HubSpot. The goal: to help sales reps close deals and sell more memberships to leads that showed interest.
A discovery audit turned up the scale of the problem in hard numbers.
The root cause wasn't any single broken automation. It was architectural: HubSpot was functioning as a transactional store rather than a customer state engine, faithfully logging every event that happened, but never actually representing where a prospect or member stood in their journey, or what should happen to them next.
And the mess wasn't purely technical. Knowledge of how Zenoti, CorePower's studio management platform, actually fed into HubSpot lived in one team's heads, with no shared architecture documentation to fall back on. When something broke, no one person had the full picture of why.
Sales teams working from incomplete or duplicated records, automations quietly failing to follow up with prospects, and a system that was actively running out of room to grow.
HeyOrange rebuilt CorePower's HubSpot environment around derived customer state instead of raw transaction logs: properties like membership status, eligibility flags, and engagement indicators that actually describe where someone stands, rather than a pile of records describing what happened to them along the way.
That meant building a clean, scalable data flow connecting Zenoti, a middleware layer, and Redshift into HubSpot, and rebuilding pipelines to run on property-based logic instead of manual, ad hoc rules. A status change in the source system now flows through to the CRM automatically. The rollout was staged deliberately: a 20-week, four-phase plan, foundation and design first, then iterative pipeline build and cutover - prioritized across CorePower's three highest-value customer journeys: Free Week, Drop In, and Intro Month.
The four layers where CRMs actually break
Most cleanups touch one layer and then wonder why the mess returns. There are four, and they had to move together here.
1. Where customer state is stored. Transactions moved out of custom objects and onto the contact record as a lean set of derived properties: membership status, eligibility flags, engagement indicators. The distinction isn't cosmetic - a custom object answers "what did this person do"; a derived property answers "what does that mean." You need the first for audit and the second to run a business. This is also how the storage problem got solved, not by deleting anything, but by no longer needing every transaction as its own record.
2. Where state is computed. State is now derived once, upstream, and lands in HubSpot as a fact. Nothing in HubSpot recalculates what "lapsed" means, because "lapsed" arrives already decided. Every place a CRM recomputes a definition is a place two teams can disagree about the same customer.
3. What triggers a pipeline. Pipeline logic moved off manual list membership and onto property-based triggers. This is the single change that decides whether a CRM survives its next hundred locations - list-driven pipelines work fine at ten sites; at two hundred they become a full-time job nobody was hired to do.
4. How a workflow ends. Every workflow now has a defined exit. Contacts enroll and unenroll automatically as they move between stages. Most people can describe the entry criteria of every workflow they own, then go quiet on the exit and that silence is where deals sit in sequences that stopped applying to them weeks ago.
Free Week — the flagship example
Free Week is CorePower's core conversion mechanism: a no-cost trial week designed to turn prospects into members. It's also where the new architecture shows its work most clearly. The pipeline now runs:
Not Booked → Booked → In Progress (Day 1–8) → Lapsed → Closed Won / Closed Lost
Every stage has explicit entry and exit criteria and updates properties on transition. A prospect who books moves forward without anyone touching anything. A prospect who stops attending mid-week lands in Lapsed on its own. Lapsed used to be a conclusion someone reached while scrolling a list. Now it's a property: something that can be reported on, triggered from, and trusted.
One subtle but critical fix sits underneath this: a single contact can have multiple deals in flight at once - a Free Week deal alongside a class-pack deal, for instance - which previously risked automation editing the wrong record entirely.
HeyOrange solved this with an association-labeling step applied immediately after every deal is created, so downstream automation always targets the correct one.
The pipeline is also self-correcting. Workflows automatically enroll and unenroll contacts as they move between stages, so no deal ever gets stuck running through automation that no longer applies to it. And the follow-up logic checks marketing consent before ever creating an outreach task, so the sales team gets a clean, ready-to-work call list every day without building it by hand.
Every change to the system, before it ever reaches production, is built and tested in a sandbox, verified against a test record, and reviewed by CorePower's VP of Sales before going live. Nothing gets edited directly in a live workflow. It's a system built to be maintained, not just built and handed off.
The clearest measure of success is also the simplest one: for the first time, CorePower Yoga's team can see exactly where every prospect and member stands, in real time, not just what happened to them in the past.
A purpose-built dashboard now gives both day-to-day operational visibility and longer-term trend visibility in one place, built around five core reports:
Sales no longer has to piece together where a Free Week prospect is in their trial. It's visible at a glance, alongside how that compares across studios and over time.
The pipelines that were previously blocked or breaking quietly are now self-correcting by design: contacts move through stages automatically, follow-up tasks are generated only for prospects who've actually opted into marketing contact, and no deal is left stranded in a workflow that no longer applies to it. The result, in the team's own framing: no prospective member falls through the cracks, and everyone always knows exactly where each person stands.
The documentation itself is treated as a living source of truth, updated any time the system changes, which means the next person who touches it won't have to reverse-engineer it from scratch.
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