I built Flow twice.
The first time, I thought I knew what women needed. The second time, I asked.
Between the first opening and the reopening, I spent two years in conversation—with members, with women who'd never come back after one class, with friends who told me they'd given up on studios entirely. What I heard wasn't about equipment or schedules. It was about feeling seen.
One woman told me she'd stopped coming because her instructor kept pushing her to go deeper in a pose the week before her period. Another said she loved the practice but hated that she couldn't bring her daughter. Someone else admitted she only booked evening classes because she didn't want to be watched by the men who worked out in the morning at the gym next door.
Small things. Specific things. Things I'd never thought to ask about.
So we rebuilt everything. Not to be exclusive for the sake of it. But because I finally understood what was missing.
This version of Flow is what happened when I stopped building what I thought women wanted and started building what we actually need.
Ashmita Muthoora
Founder & Lead Instructor
