ABOUT ARCANA

We’re two founders who met in the yoga teaching community and realized we were both asking the same question: why is the fitness industry so hard to navigate?

Between us, we’ve spent decades inside it. Starting out as students, then teachers, and most recently operators. To be honest, “students” would suffice to describe our roles still today, as we’re still learning, growing, and evolving every step of the way.

We’ve felt the frustration firsthand as consumers trying to build a real, varied training routine without it costing a small fortune and living across three different apps. And we’ve seen the other side too, working closely with studios to understand what the current model is actually doing to them. The system isn’t working for either side.

Arcana is what we’re building to fix that.

This Substack is where we think out loud. Call it the "fun part," except for us, everything about building a company we're passionate about is fun.

THE TEAM

WHY WE WRITE

Most fitness content is either too consumer-facing or too generic. We’re writing for people who care about the industry itself — its evolution, its gaps, and its potential. If you’re an investor, an operator, or just someone who thinks seriously about how movement and wellness are changing, you’re in the right place.