Hilary Hoffman’s journey from finance to wellness began as a personal solution to a common problem—finding time-efficient workouts while working a demanding desk job—but has evolved into a thriving fitness brand that resonates with busy professionals around the world.
Hoffman’s entry into entrepreneurship was somewhat unconventional. After nearly a decade in finance, where she spent long hours at a desk, she found herself yearning for a workout that catered to her sedentary lifestyle but still delivered real results. Her fitness program, SOTO Method—it stands for “sixty on, ten on” and is a mix of cardio and sculpting movements—was born from her own search for the right workout routine to fit her busy finance career schedule. “I created the SOTO Method in 2021 as a workout model focused on efficiency, consistency, and tangible physical and mental strength,” she tells GRAZIA USA.
The SOTO Method is now more than just a workout routine; it’s an omni-channel brand that offers both digital and in-person classes. The brand’s success speaks to a broader shift in the fitness industry, where the emphasis is increasingly on practicality and sustainability rather than on grueling, time-consuming regimens.
Inspiration for Hoffman’s founder journey comes from the people around her. “I find inspiration from friends, colleagues, and mentors who embody the SOTO ethos of excellence, service, and discipline,” she says.
Her husband, an action-oriented entrepreneur, has been a significant influence, instilling in her the philosophy of “today, not tomorrow,” which encourages urgency and calculated risks. This mindset, combined with lessons from her mentors at Goldman Sachs, has taught her the importance of front-loading her day with the most challenging tasks. “Willpower is like a muscle; it fatigues with each decision, so tackling tough tasks when your willpower is strongest sets you up for greater success throughout the day,” she notes.
When it comes to planning her entrepreneurial journey, Hoffman strikes a balance between mapping out her path and embracing the unexpected. While she had a clear vision of the impact she wanted to make through fitness, she also acknowledges that the most rewarding opportunities often present themselves as risks.
Throughout her journey, Hoffman has experienced many memorable moments that continue to motivate and inspire her. “Every time someone shares their achievements and credits SOTO Method for helping them, I’m reminded of the value of this work,” she says.
Looking ahead, Hoffman is focused on staying competitive by innovating with purpose while remaining true to the SOTO Method’s brand promise: being a reliable solution for health-conscious individuals who crave movement but are short on time. The brand is expanding its digital offerings and is set to open its first permanent studio space this fall. Additionally, a slate of exciting new programming and partnerships is in the works, which will help SOTO Method grow its global community and continue making an impact.
Hilary Hoffman’s journey with SOTO Method is a powerful example of how personal challenges can lead to innovative solutions that resonate on a global scale. As she continues to build and expand her brand, her commitment to efficiency, consistency, and real results remains at the core of everything she does.
