SOMA: Ultra luxe wellness space located in Sydney’s CBD

When two mates saw a gap in the fitness market, they pounced on the opportunity, risking their life-savings to make it happen.

When two Aussie mates saw a gap in the fitness market to create something ultra luxe, they pounced on the opportunity, risking their life savings to make it happen.

Personal trainers Simon Anderson, 42, and Franco Atashi, 44, had their hearts set on building something truly unique in the fitness space.

They wanted to build not only a fitness hub, but somewhere time-poor clients could also get in recovery sessions.

The duo, who have more than 35 years industry experience between them, worked at various gyms throughout Sydney, including the popular Fitness First George Street Platinum gym.

But the one thing they noticed lacking was a luxurious space that houses it all: from free weights and pilates classes to saunas and ice baths — all without having to juggle multiple different memberships.

Simon Anderson, 42, and Franco Atashi, 44 (pictured) together with Franco’s wife Amy Atashi are the founders of SOMA.

“That’s when we were like let’s create an environment that’s boutique, that’s high-end – like you’re going to a hotel with all the nice facilities, luxury feel, nice scent in the air and where you’re getting greeted by concierge,” Simon told news.com.au.

“A place where you feel welcome, at home and want to train. It hadn’t been done and there was a gap in the market, so we jumped on it.”

The pair put everything on the line, investing their life savings and refinancing their mortgages to build what is now the hugely popular SOMA wellness hub located in Sydney’s CBD.

The ultra-luxe space that was formerly in the Chifley Tower when it launched in 2019 before relocating to Aurora Place earlier this year, boasts a reformer pilates studio, dedicated recovery centre (four saunas and a magnesium-enriched plunge pool), in-house physio, towel service and even laundry service.

The boys wanted to create something uber luxe.

They invested their life-savings to make it happen.

The fit-out is also top-notch with an opulent interior design that evokes a luxurious, lounge-like atmosphere and dark moody tones, brown leathers and Calacatta marble adding to that ultra-luxe feel.

Nothing of this calibre had been done before and while the boys were acutely aware of the risks, they weren’t expecting such a rocky start to their journey.

“It took two years of planning to get it going,” Franco said.

Despite some early-on setbacks, they pushed through and have watched their business go from strength-to-strength.

“We put our life savings into this, we refinanced our mortgages, we didn’t take a wage for over a year.

“We looked for real estate for a whole year — because we were a start-up, people laughed at us asking if we had ever opened a gym before, saying it’s ‘too high risk’ as ‘gyms come and go’.”

But eventually, after a year, they managed to secure a spot, with Franco’s wife Amy a banking lawyer, and the third owner of SOMA, sorting all the accounting and legal paperwork.

“Without her skills we could never have come this far because it meant we’d have to pay someone to do all that and that’s a lot of money. We may not have afforded it or perhaps just done a really poor job at it,” Franco said.

It features three intimate smart control infrared saunas.

“So, we invested about $2 million (between the three of us),” Simon added. “$1.6 million for the fit-out and then around $400,000 on equipment.”

The boys faced their first major hurdle the moment they opened their doors having had no pre-sales or major launch.

“No one knew about us,” Simon said. “The shop front was very extravagant. It was very gold. “It had to align with the Chifley A grade tower in the city’s financial district and people just didn’t know who and what we were.”

The boys said people walking past mistook the wellness hub for a jewellery shop or spa.

“So we opened it for free two weeks and people started coming in and could finally see what we were all about. They saw the quality, fact we had high-end personal trainers, great classes and we built it up to 370 members very quickly.”

But then Covid hit – and like many businesses – SOMA also copped it financially.

“Once we got our name out, and it took a while, Covid hit and we pretty much lost everything,” Simon said.

There’s also a 12-person custom-made traditional Finnish sauna.

“When we came back and opened the doors again, things were going really well and Covid hit again like four months later and that’s when everyone got pushed to work from home.

“We had to pay off rent that had accumulated and also pay off equipment.

“We got hurt a lot and then it was just like a year and a half before people started coming back into the city. So it was a long grind.”

But through word of mouth and since relocating to their new hub, the business has gone from strength to strength with the boys just 20 memberships shy of reaching their 500-person target.

This is the magnesium muscle-recovery cold plunge pool.

It’s also attracted a host of celebrities including the likes of Rebel Wilson, Glen Powell, Hannah Waddingham, Meghan Trainor, Winston Duke and Australia’s Rüfüs Du Sol.

“With any successful business, if you know the industry, the ins and outs you have a higher chance of surviving,” Franco said.

“We’re here every day and we’re on top of our business – we take feedback and criticism on as it helps us grow and evolve and it’s a way to give back to our members.”

The reformer pilates studio is fitted with 14 beds, with interiors featuring curved arch mirrors, soft, relaxing hues and glowing lighting fixtures.

The boys drew inspiration from gyms in the US and UK to create their multifaceted fitness club which is all about providing boutique small group offerings like reformer pilates, stretch and mobility, personal training and HIIT.

The gym equipment is also imported from Italy, while the custom weights are from the UK. The recovery section has three intimate smart control infrared saunas, a 12-person custom-made traditional Finnish sauna and a magnesium muscle-recovery cold plunge pool.

To top off the luxe experience, clients have the option of laundry service, meaning they can have their gym clothes washed and pressed, ready for the next day’s session.

The fitness and wellness club also offers a towel service, high-end amenities including Leif skincare, Dyson and GHD products and there’s also a laundry service to have gym clothes washed and pressed for the following day.

“It adds to the experience and it’s quick,” Franco said. “Our members just come in and don’t have any carry their gym clothes with them – it’s all about making the experience nice and smooth.”

Dirty gym clothes get put in a washable laundry bag, get thrown down a shoot and straight into the machine and dryer.

“We take it out, fold it, press it and put it back in their lockers ready for the next morning,” Simon added.

The health hub also offers on-site physiotherapist and nutritionist, osteotherapist and massage therapist specialising in sports, remedial massage and deep tissue massage – along with a team of eight personal trainers.

While it may come across as intimidating, the chill and relaxed community vibe is far from it and it’s something the boys pride themselves on.

“We designed it for everyone and for those people who enjoy the finer things in life,” Franco said.

A membership at SOMA costs anywhere between $76 and $96 a week.