After a decade in high-performance finance at Goldman Sachs and Oaktree Capital, Hilary Hoffman realized the metrics she was optimizing for were no longer aligned with the life she wanted. She left the boardroom to build Soto Method, a results-driven fitness program rooted in discipline, measurable progress, and the truths she saw in the lives of ambitious, overextended people.

In this conversation, Hilary shares the moment passion eclipsed stability, the soft skills she spent 10,000 hours developing in finance, and how these same traits (grit, adaptability, and structured focus) now define her founder journey. “One more second” became the heart of her method. She explains how she engineered recurring revenue to self-fund early growth and how a three-month Tribeca pop-up unexpectedly evolved into a sold-out proof of concept.

Hilary also opens up about hiring her first key team member, what “willingness” really means in the people she brings on, and how she’s building a meritocratic culture where initiative matters more than résumé. As a new mom of twins, she reflects on redefining success, creating boundaries with urgency, and why structure has become her antidote to overwhelm. From scaling an app into a brick-and-mortar brand to raising a strategic first round for national expansion, Hilary offers a grounded, honest look at what it takes to build something distinct in one of the most competitive industries in the world.

Timestamps:

[00:00 ] Introduction

[04:52 ] What signaled Hilary to leave finance

[09:38 ] How adapting your energy shifts how people receive you

[13:27 ] Measurable progress defines Soto Method

[17:56 ] Hiring for willingness reshaped Hilary’s first key role

[21:44 ] High performers engineer discipline through structure instead of motivation

[26:33 ] How sequencing sessions, the app, and pop-ups fueled sustainable scale

[30:50 ] How a three-month pop-up became a sold-out launchpad for expansion

[34:41 ] What motherhood taught Hilary about redefining urgency, boundaries, and success

[38:55 ] The simple daily practice Hilary uses to defuse stress

Resources Mentioned:

Founders Podcast by David Senra | Spotify or Apple

Learn more about Hilary Hoffman:

Hilary Hoffman | Instagram

Hilary Hoffman | LinkedIn

Soto Method | Website

Soto Method | Instagram

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