South Florida fitness entrepreneur Aryan Rashed channeled her Persian ancestry and the wisdom of 13th Century philosopher Rumi when she launched her TREMBLE brand of pilates studios at the height of the Covid-19 pandemic and resulting economic shutdown earlier in the year.
“One of my favorite Rumi philosophies is ‘Where there is ruin, there is hope for a treasure,’ which relates to so much of 2020,” said Rashed. “South Floridians have faced a terrible national tragedy and unprecedented challenges in our personal and business lives this year, but I’m confident we can recover, learn, move forward and ultimately prosper.”
She chose the brand name TREMBLE not only because of the body’s response to an enervating pilates workout, but also the excited shaking of fear when stretching beyond one’s comfort zone.
Aryan Rashed
“It’s exhilarating to have an opportunity for transformation. As an entrepreneur, this positive buzz is always a driving force,” said Rashed who was also overcoming a split with a former business partner as the year started and pandemic hit.
In addition to centuries-old wisdom and her own nervous energy, Rashed credits Entrepreneurs’ Organization South Florida (EO SOFLO) for much of her success launching the new brand.
EO SOFLO is one of the world’s largest EO chapters, with more than 200 members who run businesses with 10,000 employees and more than $2 billion in annual revenue in Miami-Dade, Broward, and Palm Beach counties.
EO members share their experiences and expertise in a variety of peer-to-peer forums to help their fellow entrepreneurs with the full range of professional and personal challenges in running a business, especially in difficult times.
Aryan Rashed and EO SOFLO President Jason Loeb
“You’re never alone when you’re in EO,” said Rashed, who has been a member since 2017.
“That’s really our core principle, to support one another and foster holistic success,” said EO SOFLO president and Sudsies founder Jason Loeb. “Aryan is an incredibly smart and talented entrepreneur, so there’s no surprise she’s been able to thrive even in these circumstances.”
Before entering the pilates/fitness industry, Rashed was a practicing attorney. She is a graduate of the University of Miami Law School, and also earned a master’s degree in international policy from Stanford University and a political economy degree from the University of California at Berkeley.
Rashed recognized the special challenges of running a fitness brand and studios – with clients sweating, straining and breathing hard – during the Covid-19 pandemic. So TREMBLE focused on virtual classes, private training, mini-groups and other solutions for customers to stay in shape and the business to be profitable and keep instructors/staff employed.
One advantage TREMBLE had over traditional fitness studios is that its oversized specialized pilates reformers are normally set up far apart and compatible with social distancing. But in abundance of caution, the business has been keeping capacity at 50 percent, while increasing the frequency of classes.
Clients range from fitness beginners; to Olympians and professional athletes from football, basketball, boxing, soccer track and tennis; to fashion models and more.
TREMBLE currently has stand-alone studios in Miami Beach, Coral Gables and North Miami. In addition, TREMBLE just opened a new location inside the Anatomy fitness complex in Midtown.
Rashed is working to develop additional locations, branded equipment and online platforms, and other big plans no matter the risks. She’ll face these challenges with a healthy fear, and words worthy of Rumi.
“Think about when the Earth trembles. It's a sign of transformation ahead,” she says. “And fear signals opportunity, potential for growth and change.”
For details, visit www.makeittremble.com.
For more information on EO SOFLO, go to www.eosoflo.com.
