female founder feature: sweats + the city
dale borchiver + elizabeth endres
best known from their highly curated and cheekily named instagram handle @sweatsandthecity, founders dale + elizabeth decided to leave careers in fashion + finance to pursue a sweatier path. they’re making it easy to navigate the sometimes overwhelming scene that is nyc fitness, serving up honest class reviews, serious outfit + lifestyle inspo & most importantly…..snack time Q+A! speaking of, grab a snack and read our Q+A with them below!
neither of you are native new yorkers. what brought you here and what did life look like before satc?
dale: i originally came here for school, and later to work in fashion.
elizabeth: i moved to nyc for a job in finance at bloomberg. we were both dying to get to nyc before moving here!
we’ve all been there…midnight brainstorm sessions, waking up in the middle of the night with crazy ideas, thinking about and conceptualizing your new business 24/7…talk to us about that ‘aha!’ moment where you decided to start satc and how you originally envisioned the concept.
the concept of satc was in the works for a long time without us necessarily knowing it! we found ourselves coming home at the end of most days and discussing the new studios & workouts we tried that day. we were searching for a platform that would give us the kind of ‘insider scoop’ studio details we were chatting about and couldn’t find anything. so, we decided to take matters into our own hands. we sat on the concept for about 8 months, putting together review lists (mostly for friends), before we decided to go live with it officially. it was really when we decided on a name that we we’re like “ok, this is really happening”.
our signature question! – what’s the inspiration behind the name?
as we’re sure you could probably tell, the name is a play on the show sex & the city. and as two 20-something year olds in nyc, we really felt it made perfect sense.
how long did you keep satc as a side hustle before transitioning to full time? what was that transition like and do you have any advice for other “side hustlers” looking to take the leap and monetize a hobby or a side hustle?
it took us about a year and a half doing until finally deciding to go full time with satc. when we reached the point where our full-time jobs were holding us back from opportunities, we knew it was time. it took a lot of preparation from a financial planning standpoint, and was definitely scary, but we’ve never looked back! our advice is to 1) keep your eye on the prize – we set a date we thought was feasible and we stuck to it and 2) plan well – look at your monthly income (growth & averages) & also your expenses, and plan accordingly!
we know a little something about getting into business with your best friend! it’s funny because a lot of people warned us against it, but with our personalities it works perfectly and it’s clearly working for you! talk to us about how you navigate mixing business + friendship and any advice you have for two friends thinking of getting into business together?
because we know each other so well, it’s a big plus that we always feel comfortable being open and honest, especially if we disagree on something. but, in working with your best friend, it’s also important to not take things personally and to look at the big picture. a big part of our job is being social and attending events, so it’s great to be able to do that together!
how do you balance all the different roles of running a business between the two of you?
at first, before we had established our unique roles, it was kind of chaotic! it’s honestly trial and error – once we were able to figure out what we should both be doing, as well as jobs that we each loved and wanted to manage on our own, things flowed really nicely. we keep a very thorough (and color coordinated, obvi) spreadsheet where our roles are clearly outlined. the jobs we add, remove & expand are ever changing, but it’s so important to have these listed out!
talk to us about the workouts! do you guys work out every single day? if you had to pick a favorite from all your class reviews, what would it be?
we definitely give our bodies rest days! recovery is super important. we aim to workout 4-5 days a week, but really depends on the week, our travel & schedules. our favorites are ever-changing, but right now we are obsessed with the sculpt class at dancebody. it’s the perfect combo of dancing & toning.
let’s state the obvious….you’re both fit af. talk to us about the types of workouts you do and what you see the most results from? what makes a class really stand out to you vs. just an okay experience?
that’s so nice of you – thank you!! we find a mix of light cardio and sculpting is the most effective for both of our bodies, but it truly varies for everyone. we went through a period a few years ago where we were doing a lot of really strenuous workouts, and not seeing the results we wanted (or feeling the way we wanted to, tbh), and that’s really what lead us to this. we are all about variety, though, and aren’t afraid to throw something intensive into the mix occasionally!
a great studio experience really begins from the moment you book online til the moment you leave the studio. we appreciate when a studio goes the extra mile, which looks like: great amenities, welcoming staff, and a nice clean environment (& bonus points for having mints, haha). you want to leave the workout feeling great, not just physically, but mentally too. when it comes to instructors, an instructor that is not only super knowledgeable, but supportive, welcoming and encouraging is key. oh, and a killer playlist helps, too!
in a world where everyone is trying to be an “influencer” and the rest of us can get exhausted by content, two things stand out to us about your brand. first, we both regularly watch all of your content and can’t say the same about many others. second, we’ve also seen your media kit so we know you deliver unusually high engagement and strong revenue generation for yourself + other brands you collaborate with. from your perspective, what makes you stand out to your audience? what specific actions have you taken to make it this way?
when we started satc, our goal was to be a relatable & trustworthy source when it came to fitness, wellness & health. there can be a lot of noise in the fitness space and most people don’t have the time and/or money to test out the insane amount of products and services available to them. we have made it our mission to showcase what we love (and don’t!) with all the raw, real details so our community can make informed decisions. and our hope is that people follow us & engage with us because of that!
what started with class reviews has already evolved into so much more. what else can we expect from satc in the future? where do you see the brand in 1 year / 5 years? any pipe dreams for satc?
we’ve already started to dabble in products collaborations with existing brands (check out our sweaty stuff bag here!), and we’d love to continue that. we’ve also been working hard to build out our website, particularly a project to create an interactive studio review map – launching soon! a long-term goal of ours has been to be ‘the infatuation’ of class reviews, so this new online offering should get us closer to that. stay tuned for more collaborations, city exploration, etc.!
talk to us about your partnerships. what types of companies do you work with and why? how do you balance making a living with ensuring each brand gets dedicated, high quality content (which means time + energy on your part!)
we’re very selective when it comes to the brands we align with. it’s so important to us that these companies share the same values as we do, and we have to believe in the product. for example, we often receive pitches for “quick fix” type detoxes and diets, which goes entirely against our brand … these are a definite ‘no’ from us. we also limit how many we work with, especially when it comes to certain categories (especially beauty!), in order to maintain our authenticity. our rates are reflective of all of this, as well as the time and energy we put into creating campaigns.
you’ve worked with huge companies (victoria’s secret, bloomies, etc.) and start-ups, which are two totally different animals. do you approach them differently?
our approach to all brands is the same, but their approaches can definitely vary, and it doesn’t necessarily have to do with their size. this was something that surprised us! some brands are highly involved in the content creation process, and some offer a lot of flexibility … we love when brands trust our creative direction, because no one knows our community better than we do! regardless, we always make sure that no matter which brand we’re working with, we’re presenting their product/service in our own voice, in a way that resonates with our community.
as a brand, it can be tough to know what to expect with an influencer partnership! give us some partnership advice – what we should look for, how do you set your prices and demonstrate how a brand can trust the expected outcome?
it’s important that both parties are very clear on the deliverables and that both parties see value in the partnership. we never promise specific results (you can’t know for sure how your community will react). we try our best to ensure that our prices reflect the effort we’re putting into our content creation, the demand at the time, as well as the value that content is bringing to a brand – whether that’s general awareness or conversions. we are big on numbers, too! we provide brand statistics & case studies prior to working with us so they can get a feel for what we bring to the table.
you’re both working out and on social media a lot. when you’re not ‘on’, what are you doing?
sweats has pretty much become our lives! even if we’re not active on social media, we’re doing a ton of work behind the scenes. but, when we’re not working, we’re both pretty social and love to recharge with self-care: reiki, meditation, reading, facials, going out to dinner with friends.
with that said, your lives are very public through your platform. how do you deal with the negativity and unsolicited opinions? any advice for how to block out the haters (besides dark sunglasses obvi)
we’ve gotten better at dealing with negativity with time, and it’s probably a combination of desensitization and growth. that’s not to say that a harsh message doesn’t ever upset us, but it’s a lot easier to let it go. we also have each other, and that helps a lot! when you put yourself out there, negativity unfortunately comes with the territory. we always like to remember this — what other people think of you is none of your business.
favorite workout (boutique): ‘the sculpt society’ with megan roup, ‘hot pilates’ (in la), ‘sculpt’ at dancebody
favorite workout (not boutique): barre3
brand you’d love to work with: w hotels
go-to beauty product: skii essence
female founder you admire: oprah
one meal for the rest of your life, what is it? avocado toast with two eggs, over hard 🙂
nyc neighborhood: west village & soho
if you were doing something other than satc, what would it be? this is a hard one! i did really like working in advertising – so possible something in that area.
me-time / social media break activity / thing that keeps you sane: meditation therapy – i go weekly, it’s the best!
favorite workout (boutique): bunda (la) or any dance-cardio-sculpt mix (“body” by amanda kloots, isaac boots “torchd”, “sculpt society” by megan roup, “sculpt” dancebody).
favorite workout (not boutique): barre, core power yoga
brand you’d love to work with: equinox
go-to beauty product: laura mercier tinted moisturizer
female founder you admire: sara blakely
one meal for the rest of your life, what is it? yogurt bowl, with granola, berries and almond butter!
nyc neighborhood: noho
if you were doing something other than satc, what would it be? most likely still be in fashion!
me-time / social media break activity / thing that keeps you sane: walking with my headphones in, listening to a podcast or one of our sweats playlists!
dale and elizabeth, thank you for keeping it real on the [sometimes crazy, sometimes expensive, sometimes culty, sometimes hard for the coordination-challenged, but always fun + healthy for us] scene that is NYC fitness! and for reminding us that while it’s usually a good idea to work out, it’s also okay to skip it and binge watch netflix on your couch and having yourself a SNACKTIME.
*all product images, press images, and headshot images are property of sweats and the city
**this is not a sponsored post. all obsessions are 100% real