Jacqueline Hinton is the CEO & Founder of Good Citizen, a Pilates lifestyle company known for creating the first Personal Pilates Loops. Living in Santa Monica, CA, Jackie is a long time Pilates instructor at Good Body Pilates Studio. She is also a professional dancer and actress who has performed all over the world on TV, stage, and film. Jackie graduated from the University of Texas at Austin with a BFA in Dance, and she sat on the board of the Junior League of Los Angeles while being a member since 2010. www.goodcitizenla.com www.jackiehinton.com

Can you tell our readers about your background?

I am a Pilates instructor at Good Body Pilates Studio in Santa Monica, CA. I am also a professional dancer, with a BFA from the University of Texas at Austin. I've also performed in TV, film, and stage productions around the world. I have over a decade of experience working with Pilates clients of all levels and lifestyles, including professional dancers and athletes, celebrities, those recovering from injuries or illness, as well as clients just looking to increase strength and flexibility.

What inspired you to start your business?

When I was getting certified in Pilates, I was in the Pilates studio for several hours a day. I saw how many people went in and out of the studio putting their bare hands and feet in the Pilates loops. Unlike the rest of the equipment, these loops couldn't be wiped down between all the clients because they are made of fabric. That's when I thought, why can't I have my own loops, and why can't they be cute?

Where is your business based?

Santa Monica, CA

How did you start your business?

The first steps I took to start Good Citizen were to research the industry and find a manufacturer to make a prototype.

What has been the most effective way of raising awareness for your business?

The most effective way of raising awareness for my business is through social media, especially Instagram. We also regularly attend--and have a booth--at the Pilates Method Alliance's yearly convention. We also try to reach out to anyone we possibly can in the Pilates community. Because we were the first company to create the personal Pilates loop, raising awareness was the biggest challenge from the start, as we constantly had taught people about our product.

What have been your biggest challenges and how did you overcome them?

Our biggest challenges have been educating people on why they need their own Pilates loops. When we first launched, some people understood the benefits of taking your own loops with you to Pilates class, while others just didn't seem to care about hygiene. We have even had people tell us horror stories about Pilates studios breaking out with different skin rashes because they were sharing the communal Pilates loops. These people in particular still didn't seem to want to take their own loops to the Pilates studio, which is shocking. It just shows you how gross humans can be.

How do you stay focused?

I am very organized because I have basically three different careers: Pilates instructor, Business Owner, and Professional Dancer. I plan my weeks out down to my workout schedule so that I can properly optimize my time. I also have an amazing husband who helps run Good Citizen.

How do you differentiate your business from the competition?

Good Citizen was the first to market with personal Pilates loops, which is pretty exciting. We pride ourselves on using the highest quality materials in the industry and are our loops are made in the U.S. We are huge on customer service and get to know the people who are purchasing loops from us. Plus, we have amazing wholesale opportunities for Pilates studios. One of our main goals is to help the Pilates community stay safe and healthy.

What has been your most effective marketing strategy to grow your business?

The most effective marketing strategy to grow my business has been social media, especially IG. Because of our nonstop engagement on IG over the years, and now that people see the need for their own loops due to the COVID-19 pandemic, while time-consuming, IG has been free marketing for our business that is paying off. Before the required shelter-in-place stance many states took, our business exploded with studio owners and Pilates clients contacting us needing their own loops. Seeing our loops as a great way to stay safe in the studio, the business hasn't slowed down at all. It has exploded. Now people are preparing for reentry into our "new normal," and this new normal is taking your own Pilates loops with you to Pilates class.

What's your best piece of advice for aspiring and new entrepreneurs?

I know this sounds cliche, and I didn't quite believe people when they said this before but don't give up. Just keep going. You'll find your way, and the market will let you know if your product is needed or not.

What's your favorite app, blog, and book? Why?

Because we are a relatively new business, and it's just myself and my husband running it, we do everything ourselves. Currently, my favorite app is Canva. With this app, I make all of our marketing materials look professional and clean.

What's your favorite business tool or resource? Why?

My favorite business tool or resource is Shopify. Not only is it our website host, but it also provides lots of amazing content and materials to help a business owner work through everyday problems and questions.

Who is your business role model? Why?

My business role model is Kendra Scott. Good Citizen isn't in a place yet where we can give back a ton, but I would love to be able to give back to the community through my company one day. I love that Kendra Scott is family-oriented, and she really seems to genuinely care about her community.

How do you balance work and life?

I don't want to do something if it's not fun, so I don't really think of running my business as work. But I do plan my schedule really well. This is very important to me. Some days I might work from early morning to late at night, while other days I'll only work a short amount of time. It just depends on how I'm feeling and what needs to be done. Because I am also a professional dancer, I'm lucky to have time with friends built into my dance classes and rehearsals.

What’s your favorite way to decompress?

My favorite way to decompress is by doing some sort of movement, whether it's an exercise class or yoga. I also love going on adventures with my husband and dog by exploring new restaurants, hiking trails, or just getting out of the house and seeing where the day takes us.

What do you have planned for the next six months?

Wow! That's a really hard question right now since we are currently living in the unknown. Because of this pandemic, Good Citizen is crazy busy, and we are definitely ramping up manufacturing. We have several new products in the works and can't wait to see what happens with that. I imagine I will be teaching Pilates online for a while until everything clears up, but I'm hoping to get back into the Pilates studio very soon. Because of the pandemic, all of my upcoming spring dance performances have been canceled. This certainly was unexpected and makes me a bit sad, but I'm hoping to find new outlets for creativity through dance by shooting videos at home.

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"You'll find your way, and the market will let you know if your product is needed or not" with Jacqueline Hinton

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