London – The School of Mindbody Athletics (SOMA) structures its training as a school would, with termly workout programmes that revolve around specific focuses, rather than random classes. It was set up by Jennifer Hersch and Dr Theo Koutroukides, founders of yoga studio ETHOS.
‘We only want to work with serious, passionate students so our space is dedicated to them,’ Hersch tells LS:N Global. Hersch also explains how she wants to ‘change the culture from casual to caring about improving, and making [SOMA] a clubhouse for like-minded people to come together and train’.
By approaching fitness with a long-term strategy similar to that of a school, and by bypassing the quick-fix mentality often adopted by fitness brands, SOMA is tapping into the idea that brands should be trusted teaching partners, something we outlined in our macrotrend The Learning Economy.