SotoMethod Heads South, Brings Its Signature “Sixty On, Ten On” High Intensity Workout to Dallas

SotoMethod, the NYC-based fitness brand founded by Hilary Hoffman, is headed south.

Expanding outside of New York City for the first time, the high-intensity, low-impact workout studio will open a 2,778-square-foot space in Dallas at The Shops of Highland Park on September 19. One thing we know for sure — Dallasites love a posh new workout studio.

Earlier this summer, Hoffman hosted a SotoMethod pop-up at Caitlin Wilson’s Sanctuary space. With trepidation, I agreed to attend a class. From the start, it’s ON; Hoffman wastes no time. “High intensity” accurately describes the SotoMethod workout, which follows a consistent formula — the brand’s signature “Sixty On, Ten On” training method. There are four-minute-and-20-second blocks stacked throughout the class, creating a full-body workout that combines strength, sculpting, and cardio. Each block begins with a 60-second isometric hold, followed by 10 dynamic exercises designed to keep the same muscle group engaged.

SotoMethod utilizes this “recognizable roadmap” in each class so that clients understand what’s coming and progressively increase their intensity over time. The method evolves with them as they become stronger. In the class I took, I could tell that the women around me already knew the SotoMethod, and it definitely inspired me to level up. Classes at the new Dallas studio will be capped at 41 clients, ensuring a highly coached, community-driven atmosphere.

In advance of SotoMethod’s Dallas opening on September 19, we chatted with Hoffman about the new studio and the SotoMethod community that already exists in Dallas.

“Sixty On” with Founder and CEO Hilary Hoffman

Why Dallas?

Dallas didn’t just feel like the right next market; it felt inevitable. Our data showed strong demand throughout the region, while our deep friendships and roots here made that demand personal. The city values community, health, and a well-rounded life, all central to SotoMethod. We have always let demand dictate growth, and Dallas offered both the data and the connection to become our obvious next home.

Please tell us about how Dallasites have been supporters of SotoMethod since the beginning.

Dallas showed up for Soto long before we opened a studio here. From the early days of Soto On Demand, we saw a strong digital community take shape across Texas — and every visit, event, and pop-up confirmed the depth of that demand. Our longstanding friendships here made the decision personal, but the community made it inevitable. We didn’t come to Dallas hoping to build a Soto community; one already existed. Now, we get to give it a home.

What did you learn about the Dallas men and women from hosting SotoMethod pop-up classes?

Dallas men and women take their health seriously, but they do not want fitness to consume their lives. They want to work hard, use their time well, and then get back to the people and pursuits that matter to them. That balance sits at the heart of SotoMethod. We also saw how quickly enthusiasm becomes community here. People did not simply come to class; they brought friends, shared the experience, and made us feel at home. They showed us that Dallas would not just embrace Soto…it would help build it.

How did you narrow down where you wanted your Dallas brick-and-mortar to be?

We were really thoughtful about where we wanted our first Dallas studio to be. We wanted the first Dallas studio to feel embedded in a neighborhood and community that already reflected the SotoMethod client. The Shops of Highland Park immediately made sense. We love the businesses around us, like Merit Coffee and Wildlike, and there’s such a strong sense of community in the neighborhood. We want Soto to become part of people’s routine here, not somewhere they have to go out of their way to get to.

Can you share any details about the space itself? Any design details or tidbits? 

Dallas will be our biggest studio to date — because, of course, everything is bigger in Dallas. We worked again with Ringo Studio, who designed our Upper East Side studio, so there are details that will be familiar to our New York community, but no two Soto studios will feel exactly the same.

The Dallas space will have its own personality and our most impactful entrance yet, while still feeling unmistakably SotoMethod. The scale of this space gave us an opportunity to do something really special. You’ll walk into a light-filled reception with 18-foot ceilings, black wood floors, and a marble reception desk, and the studio itself has 14-foot ceilings and floor-to-ceiling mirrors. There are also warmer details throughout, like honeyed maple lockers and a lounge where we hope people actually want to spend time before and after class.

We wanted it to feel unmistakably Soto — thoughtful, elevated, and intentional — while still giving Dallas its own identity. I think this is our most impactful space yet, and I can’t wait for people to finally experience it.

Do you have any fun plans for events or activations coinciding with the opening?

Absolutely. We have a lot planned around opening and really want the first week to feel like a celebration of the community that has already welcomed us to Dallas. We’ll have dedicated media and influencer classes, a Friends & Family night that will also be a chance to celebrate our incredible Dallas trainer team, and first-look classes for our Founding Members before we officially open our doors.

We’re also working with some local partners we love and thinking about ways to bring Soto outside of the studio as we get settled. For us, opening is really just the beginning. We’re excited to become part of the Dallas community and give people ways to experience Soto beyond coming in for class, including exclusive offers for our SotoMethod On Demand platform.

How do you hope SotoMethod becomes engaged in the community?

We want SotoMethod to become part of daily life in Dallas, not simply where people work out, but where they feel at home. Soto has always grown through relationships and word of mouth, and we will build the same way here: by showing up for our members, neighbors, and local partners. Through classes, partnerships, corporate wellness, and meaningful ways to give back, we hope to create something Dallas feels proud to call its own.

SotoMethod will open at 4212 Oak Lawn Avenue on September 19. Ahead of the opening, Soto Method is offering 225 Founding Memberships. Pricing details are available online.