Ditch the Doubt & Start Building Today: How This Founder Left Her Safe Career Behind to Turn Her Dream Business Into a Reality - Hilary Hoffman, Founder of SotoMethod

Hilary Hoffman is the founder of SotoMethod, a fitness
program that combines cardio and sculpting movements designed to
maximize burn and efficiently deliver a full-body workout.


 


Hilary started out her career in wall street and built a
successful career for herself in finance. However, the long
hours spent at her desk made her realize that she didn’t feel
good her body and the importance of prioritizing her health. This
was a huge turning point for Hilary because she realized she
needed to fuel and energize her body properly and in a way that
fit with her schedule. In 2021, Hilary turned this vision
into reality with the launch of SotoMethod. What started out as a
grassroots, “word-of-mouth” business with classes hosted in
Hilary’s backyard in LA under an Avocado tree, has now catapulted
into one of today’s most successful fitness brands.


 


In this week's episode, we talk to Hilary about overcoming fear
in entrepreneurship and the practical steps she took to face it
early on. She shares insights into her upbringing, her time at
Goldman Sachs, and the pivotal move to Los Angeles that shifted
her career path. Hilary dives into the creation of the
SotoMethod, which began as a personal project and side hustle
during COVID, the exact steps she took to get her idea off the
ground, quit her job, and eventually run her now full-fledged
fitness brand with digital and in-person platforms. She
emphasizes the importance of being scrappy in the early days, not
overthinking every little detail, and how early feedback was
pivotal in refining her method before she went all in. Hilary
reflects on the value of embracing fear as a tool for growth and
courage, and her guiding principle to "control your
controllables," emphasizing how prioritizing health provided
stability through the ups and downs of her life—and so much more.


In this episode, we’ll talk to Hilary about:


* Acknowledge fears to better understand them. [02:47]


* Lessons learned from Hilary’s finance career. [03:16]


* Feedback vs. advice. [05:42]


* Transitioning from stable jobs to entrepreneurship. [12:21]


* The value of honest feedback. [19:37]


* Starting small and scrappy can lead to big growth. [23:05]


* From Zoom classes to recorded sessions. [26:05]


* Building the SotoMethod app. [28:50]


* Turning a side hustle into a full-time career. [32:04]


* Community engagement drives brand loyalty. [34:16]


* Reflecting on a year with zero signups. [40:40]


* Delivering value is key for subscription services. [45:11]


* Controlling your controllables. [47:41]


* Taking action over waiting for perfection. [52:52]


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Follow Yasmin:


* Instagram: https://www.instagram.com/yasminknouri


* Website: https://www.behindherempire.com


Follow Hilary: 


* Website: https://www.sotomethod.com


* Instagram: https://www.instagram.com/hoffhil


* Instagram: https://www.instagram.com/sotomethod


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