Anne Mahlum, founder of Solidcore, has raised $5 million to launch a new fitness and wellness brand called Ambition, according to an announcement from the company.
The first Ambition studio will open in February in Manhattan, New York, with two more to open in Manhattan later and another one to open in Brooklyn.
The 5,800-square-foot facility offers two rooms where members can participate in four types of fitness classes. One of the rooms will be heated and contain yoga-inspired athlete classes and recovery classes. The other room will house strength and athletic conditioning classes.
The studios also will host events centered on optimizing overall wellness.
New Yorkers will be able to buy memberships or pay per class.
"We feel there is a need in the market right now for a new premium brand to offer multiple fitness modalities under one roof and to provide sophisticated programming and educational tools on how to be your most optimized self to achieve all your goals," Mahlum said in the announcement.
Joining Mahlum at Ambition is Jo Gomez, who is head of product. Gomez was Solidcore's director of training from 2015 to 2019 and most recently served as director of trainer operations for Beachbody's virtual platform Openfit.
Meagan Robar is head of experience. She also spent time at Solidcore and has years of experience with some of the largest luxury brands in the industry, including Lululemon, Equinox and Disney.
Jayson Siano, founder and CEO of Sabre Real Estate, is lead development advisor for the company, and Stephanie Finigan serves as chief of staff.
"Ambition's four concepts will work together to deliver workouts focused on strength and endurance, cardiovascular conditioning, flexibility and mobility, and mental toughness," Gomez said. "Each class will be taught by a highly knowledgeable and educated coach who will push you at your own level while also facilitating a team environment."
Mahlum started Solidcore in late 2013 and grew it to 75 studios under her leadership. In April 2021, she raised another $50 million for the business and promoted Bryan Myers to CEO. Mahlum now serves as executive chairwoman of the company and continues to be the controlling owner. Solidcore currently has 88 studios across 27 states.
"After watching Anne build a business, a brand, and such a strong community through Solidcore, I wanted to be a part of the next chapter," said Nolen Young, an investor and the founder of marketing and technology company AXLE. "I haven't met anyone else in the fitness space that is able to execute a vision and pivot quickly while building a community around her."
Mahlum is also the founder of Back on My Feet, a national nonprofit she created in 2007 to help people experiencing homelessness find more self-sufficiency in their lives by first engaging them in running. The organization has helped more than 7,500 formerly homeless individuals find employment.
"I'm a serial entrepreneur," said Mahlum. "I love creating and scaling businesses that make a positive impact on people's lives, and Ambition will be no different.