A New York fitness studio business is reaching outside of its home city — and it’s starting in Dallas.
SotoMethod, which touts efficiency with its workouts, is set to open at The Shops of Highland Park on Oak Lawn Avenue this fall. It will be just the third permanent site for the business, which has current spots in the Tribeca and Upper East Side areas of New York.
It also has digital options for fans that can be accessed across the country, and that aided in the decision on where to extend the brand.
“Our national expansion is driven by demand, and that demand is our community,” Samantha Mashaal, chief operating officer, said in an emailed statement. “Dallas members have shown up online for years, long before we signed a lease, and their consistency made the case for a studio before we did.”
SotoMethod is part of a growing number of businesses that are putting more focus on the Dallas area as they look to expand in the U.S. and beyond. For example, Addison Bay, an activewear brand, chose Knox Street for a planned entry into the state, and it’s set to open later this year.
The business has already gained some attention nationally with its approach, including an appearance on the Today Show. Its workout sessions can last five to 50 minutes with an efficient, system-based workouts designed for active professionals who want measurable progress, according to the company.
The new studio in Dallas is set to provide structured, repeatable programming designed to deliver measurable progress with class sizes of up to 34 clients, according to a statement from the company.
“It isn’t a bet on a new market,” Mashaal said. “It’s an answer to an existing community of online subscribers ready to move with us in person.”
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