Fairfax City Economic Development (FCED) and George Mason University’s Costello College of Business announce the completion of the Fall 2025 pilot program providing Fairfax City businesses with no-cost, student-led consulting services through the Mason Consulting Group (MCG). FCED’s investment in the program enabled MCG students to deliver tailored strategic recommendations to two local businesses and gain hands-on consulting experience.
The 8-week project paired participating businesses with multidisciplinary student teams and incorporated structured professional development shaped by FCED, MCG, and Costello College of Business professors. Students completed advisor-led onboarding, participated in training and workshops with industry professionals, conducted site visits and weekly client meetings, and refined their recommendations with expert feedback. The pilot concluded on November 20 with final presentations delivered to business clients, FCED staff, and George Mason faculty.
Selected from a pool of 29 applicants, Fairfax City businesses BE2 Pilates and Make My Day CPA participated in the inaugural cohort and received tailored consulting services from two student teams. After meeting with MCG, each business identified core challenges that the consultants worked to address.
BE2 Pilates
BE2 Pilates, a boutique Pilates studio, identified its limited visibility and engagement among younger clients, especially college students, as its primary challenge amid a competitive fitness market.
Tactics & Recommendations:
- Developed a student pricing and discount model to improve affordability and expand access
- Designed a ClassPass integration strategy to increase discovery and attract new clients through digital marketplaces
- Created campus outreach initiatives, including partnerships with George Mason campus groups, tabling opportunities, and cross-promotional activities
- Built a social media growth strategy focused on Reels content, influencer collaborations, and community engagement to broaden reach and drive traffic
Make My Day CPA
Make My Day CPA, which specializes in tax, accounting, and payroll services, identified the need to strengthen the firm’s competitive positioning in a rapidly evolving accounting landscape and modernizing client education materials to better support clients.
Tactics & Recommendations:
- Conducted a competitive analysis of mid-sized CPA firms across Northern Virginia to identify differentiators and market opportunities
- Edited and redesigned six client education e-booklets, improving clarity, branding consistency, and usability for clients
- Provided SEO and web optimization recommendations to increase online visibility and streamline digital discoverability
Client Feedback
Both BE2 Pilates and Make My Day CPA reported positive experiences with the pilot program, noting that the student teams delivered professional, well-researched, and immediately useful recommendations. Business owners highlighted the clarity of the deliverables, the students’ strong communication and project management skills, and the practical value of the strategies provided—many of which they plan to implement to support ongoing growth.
“This program began as a student-led collaboration between Fairfax City Economic Development and the Costello College of Business and, by virtue of the success of its pilot, has become an experiential learning model for town and gown collaboration,” said George Mason’s Costello College of Business Dean Ajay Vinzé. “Our students, through their membership in the MCG, worked closely with two local businesses to develop strategic and thoughtful recommendations designed to help them overcome the real challenges they face in growing their businesses.”
“We love the energy and professionalism that George Mason students bring to Fairfax City and to our businesses,” said Marie Spittell, Senior Assistant Director of Business Investment at Fairfax City Economic Development. “We are pleased to have been able to offer this learning opportunity to the students and to be able to provide support to our businesses so that they thrive and can better serve their new and existing clients from their home base in Fairfax City.”
Following the successful completion of the Fall 2025 pilot, FCED and MCG plan to seek program renewal for future semesters to expand the program to serve additional businesses. For more information on business support programs led by Fairfax City Economic Development, please visit gofairfaxcity.com/business-assistance/incentives-grants.
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