Jennifer Maanavi’s experience searching for the right fitness routine mirrors what countless women face: bouncing between gyms, feeling intimidated by co-ed environments, and wondering if there’s something better out there. Her solution became Physique 57, a studio that has redefined how women approach fitness for nearly two decades.

After finding a routine she loved through The Lotte Berk Method, it was the abrupt closure of the studio that led Maanavi to find her fitness career. What started as a search for continuity became the foundation for a brand that would eventually span countries and serve clients, and win a five-star award from The Fit Guide’s New York roundup. 

The Birth of Physique 57

Jennifer Maanavi’s path to founding Physique 57 reads like a perfect storm of timing, determination, and serendipity. After five years of devoted attendance at the Lotte Berk Method—losing two dress sizes she didn’t even know she needed to lose—Maanavi faced a crisis when her fitness sanctuary announced its sudden closure. Armed with nothing but a Post-it note containing the name “Tanya Becker,” the studio’s top instructor, Maanavi made a decision that would reshape her life and the fitness industry.

The first meeting between the future co-founders was charming and of a different time when one couldn’t swap Instagrams or send pictures of themselves. Maanavi had to describe herself to Becker over the phone—”I’m five-seven, I have brown hair, I’m in the corner of this restaurant”—since they’d never actually met despite attending the same studio for years. Within minutes of their conversation, both women recognized the potential to bring this transformative method to women worldwide.

Starting with a cash box and a boom box in the basement of the Martha Graham Dance Studio, what began as a dream and determination became an empire, with studios popping up world-wide (including the NoMad launch later this year) Maanavi’s background in the corporate world influenced her approach to treating instructors as valued employees, offering healthcare, vacation time, and guaranteed hours, which were benefits virtually unheard of in fitness instruction at the time. This foundation of respect and stability became part of the studio’s DNA.

Authenticity as Strategy

Physique 57’s success stems from an unwavering commitment to being exactly what it set out to be: a sanctuary for women seeking effective, enjoyable fitness without intimidation. Rather than chasing trends or competing directly with established giants like Equinox, Maanavi and Becker carved out their own space in the market through deliberate choices that reflected their values and vision.

The studio’s original website perfectly encapsulated this philosophy. Instead of the typical fitness imagery featuring sculpted bodies in athletic wear, Physique 57’s homepage displayed a single illustration of an elegant woman in a black dress—artwork purchased from a John Paul Gaultier fashion show. The image emphasized what was possible through the program, a well-desired look in the 2006 fitness world. This approach positioned the brand as elevated, elegant, quiet luxury, which perfectly matched the Manhattan location, rather than competing in the crowded “hot mama” fitness space.

Their physical locations reflected this same intentional curation. Maanavi deliberately chose eighth-floor spaces that felt like apartments rather than flashy street-level retail locations. She hired residential architects instead of commercial designers, creating environments that fostered intimacy and a sense of community. The decision to open in Midtown Manhattan—considered “bonkers” at the time, since there was virtually no fitness presence in that area—proved prescient, as it positioned them at what Maanavi calls “the center of the universe” for business and culture.

This authenticity extended to their approach to teaching. Physique 57 emphasizes being “more about the person than the pose,” offering modifications for various body types, ages, and fitness levels. Their partnership with Adelphi University to scientifically prove that visible results could be achieved in just eight one-hour workouts demonstrated their commitment to efficacy. The method works because it was designed specifically for women’s bodies, acknowledging that female fitness needs differ from male-oriented gym environments.

Currently, Physique 57 has opportunities available through Marketplace by Coach360, continuing its tradition of supporting quality instructors with solid employment practices. From the humble beginnings in a cash box to the current multi-country presence, the brand has maintained its core identity while evolving with the times—proof that staying true to your original vision can be the most effective growth strategy.

Final Thoughts

Building a business requires a certain level of calculated risk-taking that others might label as crazy. Maanavi’s willingness to leave her traditional corporate career based on a Post-it note, open in an unconventional location, and market through a vibe rather than fitness channels all seemed unconventional at the time. Yet these bold choices created the foundation for a brand that has maintained relevance for nearly two decades.

Physique 57’s journey affirms that entry to a sustainable, growing business involves the courage to define your category rather than competing within existing ones. Sometimes the best business decisions come from trusting your instincts about what the market needs, even when conventional wisdom suggests otherwise.

About Elisa Edelstein
Elisa is a curious and versatile writer, carving her niche in the health and wellness industry since 2015. Her lens is rooted in real world experience as a personal trainer and competitive bodybuilder and extended out of the gym and on to the page as a writer where she is able to combine her passions for empowering others, promoting wellness, and the power of the written word.