SotoMethod Makes First Move Beyond New York with Dallas Debut, Launching NextPhase of National Expansion

FROM THE WIRES...

Founder Hilary Hoffman brings the fast-growing “Sixty On, Ten On” fitness method to The

Shops of Highland Park following years of organic demand from the Dallas community

DALLAS, TEXAS (September 25, 2026) — Following years of organic demand from its Dallas-

based digital community, New York-founded fitness brand  SotoMethod  has officially planted roots in Texas, opening its first studio outside New York City at The Shops of Highland Park. The Dallas debut marks a major milestone for the founder-led company and serves as the starting point for SotoMethod’s next phase of national expansion.

Founded by Hilary Hoffman with just $5,000 and orig

inally launched from her garage,

SotoMethod has grown from a digital-first fitness community into a multi-platform brand

spanning its signature studios and SotoMethod On Demand, which now features more than 700 digital workouts with new programming released weekly. Dallas emerged organically as the brand’s next market, becoming one of SotoMethod’s most active digital communities before the company ever established a physical presence in Texas. 

The 2,778-square-foot Dallas studio officially opened Saturday, September 19 at The

Shops of Highland Park, bringing SotoMethod’s signature high-intensity, low-impact training

method to Texas. Designed by Ringo Studio, the space brings the brand’s established design language to Dallas through a highly considered, minimal environment created to complement the focused, community-driven nature of the SotoMethod experience. Located at 4212 Oak Lawn Ave., the studio accommodates up to 41 clients per class.

“Dallas didn’t become our next market because we decided it should be – our community did,” said Hilary Hoffman, Founder and CEO of SotoMethod. “Dallas members had been showing up consistently through SotoMethod On Demand long before we had a physical presence here. Opening our first studio outside New York in a city that already understood and embraced the method feels incredibly meaningful, and it represents an exciting next chapter for SotoMethod.”

The Dallas debut follows continued momentum for the brand in New York and online.

SotoMethod’s Upper East Side studio launch generated more than 300 Founding

Memberships, approximately $550,000 in annual recurring revenue and 80 percent

utilization during its first month, while SotoMethod On Demand has grown to a library of

more than 700 digital workouts. 

Rather than selecting expansion markets solely through traditional growth metrics, SotoMethod

looks to its existing community to help identify where the brand should establish roots next.

“Our national expansion is driven by demand, and that demand is our community,”

said Samantha Mashaal, Chief Operating Officer at SotoMethod. “Dallas members have

shown up online for years, and their consistency made the case for a studio before we did. Now

we’re finally giving them a place to move with us in person. We don’t pick our next markets. Our

members do.”

At the center of SotoMethod is its signature Soto – or “Sixty On, Ten On” – method, a

structured workout format in which each block begins with a 60-second isometric hold followed

by 10 dynamic exercises designed to keep the same muscle group engaged. The 4-minute-and-

20-second blocks are stacked throughout class to create a full-body workout incorporating

strength, sculpting and cardio and creating a workout to make every second count.

Unlike workouts built around constant variation, SotoMethod follows a recognizable roadmap

from class to class. The consistent structure allows clients to learn the format, intentionally pace

themselves and progressively increase their intensity over time. Speed, range of motion and

equipment can be adjusted within the same framework, allowing the method to evolve alongside

each client as they become stronger.

“SotoMethod was built for people who want to work hard but don’t have time to waste,” said

Hoffman. “We understand the reality of full lives, so the goal was never to create another

workout that required clients to constantly rethink what they were doing. We created a system

they could learn, trust and continue progressing within.”

SotoMethod Dallas is led by a nine-member founding trainer team with backgrounds

spanning competitive cheerleading, professional dance, Pilates, sculpt, yoga, strength training,

cycling, Lagree and personal training. The founding team includes Alyssa Tate, Cam Woods,

Carley Pierce, Cassie Schroeder, Kalee Rodriguez, Kay Vargas, Sarah Kate Stolz, Shawn

Burns and Sydney Roberts. 

Together, the trainers bring distinct backgrounds and personalities to the SotoMethod

experience while helping establish the community surrounding the brand’s first market outside

New York. Classes are capped at 41 clients to preserve a highly coached, community-driven

environment.

“Our trainers are such an important part of what makes SotoMethod feel like SotoMethod,” said

Hoffman. “Each person on this team brings something unique, and collectively they represent

exactly what we hoped to build as we introduce SotoMethod to Dallas.”

SotoMethod Dallas is now open, with memberships, class packages and individual classes

available through the brand’s website. The Dallas location also offers discounted rates for

college students and first responders. Booking for Dallas classes and the full studio schedule

are available via SotoMethod's website. Visit sotomethod.com to learn more, enroll in a

Founding Membership, or follow @sotomethod on Instagram for updates and behind-the-

scenes content from the new Dallas studio.

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About SotoMethod

Founded by Hilary Hoffman, SotoMethod is a high-intensity, low-impact fitness company built

around a structured, system-based approach to training designed to make every second

count. Its signature Soto — “Sixty On, Ten On” — method combines isometric holds, strength,

sculpting and cardio through a consistent, repeatable format designed to help clients build

endurance, strength and measurable progress over time.

Created from Hoffman’s own experience balancing the demands of a corporate career with the

need for an effective, efficient approach to fitness, SotoMethod is rooted in the belief that

consistency and predictability are powerful tools for progress. Rather than relying on constant

workout variation, the method gives clients a recognizable roadmap they can learn and trust

while progressively increasing intensity at their own pace. Designed to meet clients across

fitness levels, SotoMethod offers an approachable yet challenging workout that evolves with

each individual as they become stronger.

What began as a digital-first fitness community has grown into a multi-platform brand spanning

brick-and-mortar studios and SotoMethod On Demand, featuring a growing library of digital

workouts with new programming released weekly. At the center of the brand is a community-

driven philosophy focused on making effective movement a consistent and sustainable part of

everyday life.

Following the success of its New York City studios and growing digital community, SotoMethod

is expanding beyond New York for the first time with the opening of SotoMethod Dallas at The

Shops of Highland Park as of September 2026 at 4212 Oak Lawn Ave. The Dallas studio marks

the company’s third location overall and the first in its national expansion.

For more information, visit SotoMethod.com or follow @sotomethod.