It started with a spreadsheet. Back in 2016, the boutique fitness scene in New York City was exploding, but it was also incredibly expensive. You’d drop $35 on a SoulCycle class only to realize the showers were broken or the instructor spent the whole time checking their reflection. Elizabeth Endres and Dale Borchiver, two friends living in the city, got tired of the gamble. They started Sweats and the City to document where to go, what to wear, and which instructors actually made you sweat.
They didn't realize they were building a blueprint for the modern fitness influencer.
Honestly, the "influencer" label feels a bit thin for what they’ve done. While most creators were busy posting filtered gym selfies, Elizabeth and Dale were essentially acting as investigative journalists for the leggings-and-latte set. They weren't just showing off outfits; they were reviewing the humidity levels in hot yoga studios and the "vibe" of locker rooms. It was granular. It was specific. And in a city as competitive as New York, it was exactly what people needed to justify a $40 workout.
The Shift From Reviews to a Digital Ecosystem
The brand evolved fast. What began as an Instagram account grew into a massive blog and eventually a proprietary platform. If you look at the trajectory of Sweats and the City, it mirrors the broader shift in how we consume fitness content. We moved from the era of "no pain, no gain" to a more curated, aesthetic, and low-impact lifestyle.
Then 2020 happened.
When the world shut down, the "City" part of their brand was suddenly in jeopardy. You couldn't go to a Pilates studio in SoHo. Everything went digital. Elizabeth and Dale pivoted by launching ORRO, a subscription-based platform that curates the best boutique fitness instructors for at-home workouts. It wasn't just another workout app. It was a filter. They used their years of "scouting" talent to pick the best of the best. This transition from being reviewers to being gatekeepers is what turned a side hustle into a massive business.
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Why the "Sweats" Aesthetic Took Over
It’s not just about the workouts. It’s the clothes. The "Sweats" part of the name refers to the uniform of the modern urban woman. Think matching sets from Alo Yoga, Varley, or Beyond Yoga.
The brand tapped into the "Athleisure" boom before it was a billion-dollar buzzword. They understood that for a certain demographic, your workout clothes are your work clothes, your brunch clothes, and your grocery store clothes. By providing honest feedback on how leggings perform—do they pill? are they squat-proof? do they roll down during a HIIT session?—they gained a level of trust that brands simply can't buy with traditional advertising.
Navigating the Complexity of "Wellness" Culture
Wellness is a messy industry. It’s full of misinformation, "miracle" supplements, and toxic diet culture. One of the reasons Sweats and the City maintained its staying power is its refusal to lean into the more extreme side of the wellness world.
They talk about "Cycle Syncing" and low-impact movement, but they do it in a way that feels accessible rather than prescriptive. There’s a specific focus on the "well-rounded" lifestyle. That means they’ll review a $200 lymphatic drainage massage one day and then post about the best spicy vodka pasta the next. It’s a balanced approach that resonates with real people who want to be healthy but also want to live their lives.
Elizabeth and Dale have been open about their own journeys, too. Whether it’s discussing skin struggles like perioral dermatitis or the realities of burnout, that vulnerability keeps the community engaged. It’s a far cry from the "perfect" personas that dominated Instagram in the early 2010s.
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The Business of Influence
Let's talk numbers and strategy. Sweats and the City doesn't just rely on brand deals. While they do partner with major names like Revolve or Amazon, their revenue is diversified.
- ORRO App: A recurring revenue model that provides stability.
- Affiliate Marketing: Every time they recommend a specific pair of sneakers or a face oil, they earn a commission.
- Collaborations: They’ve launched their own products, including jewelry and clothing collaborations, leveraging their "tastemaker" status.
This is the gold standard for how to survive as a creator in 2026. You can't just rely on the algorithm. You have to own your audience and provide a service that goes beyond a double-tap on a photo.
The Reality of the NYC Fitness Scene Right Now
New York City remains the epicenter of fitness innovation. If you’re following the Sweats and the City ethos, you know the current trend has shifted away from high-intensity cardio toward "slow and controlled."
Studios like P.volve, Forme, and Melissa Wood Health (all of whom Elizabeth and Dale have featured or collaborated with) emphasize longevity and functional movement. The days of "killing yourself" in a 60-minute bootcamp are fading. People want to feel good, not just look "shredded." This shift toward "mindful movement" is something the duo predicted years ago.
The Problem With Perfection
Is everything perfect? No. The world of boutique fitness is inherently exclusive. It's expensive. It's often centered around a specific body type. While Sweats and the City has made efforts to be more inclusive and highlight diverse instructors, the "aesthetic" of the brand still sits firmly in the luxury lifestyle category.
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They know their audience. Their followers are people who are willing to spend $20 on a smoothie if it has the right adaptogens in it. Acknowledging that niche is part of why they’re successful—they don't try to be everything to everyone. They are experts in this specific world.
How to Apply the Sweats and the City Philosophy to Your Life
You don't have to live in Manhattan to adopt this mindset. It’s basically about being a conscious consumer. Instead of following every trend you see on TikTok, you should be looking for quality and consistency.
If you're looking to upgrade your routine, start by auditing your current habits. Are you doing a workout because you like it, or because you think you're "supposed" to? Are you buying gear that lasts, or just cheap fast-fashion that falls apart after three washes?
Actionable Steps for a Better Fitness Routine:
- Test Before You Invest: Use apps like ClassPass to try out different styles of movement before committing to a monthly membership. Most studios offer a "first class" discount—take advantage of it.
- Prioritize Recovery: The "City" lifestyle is stressful. Incorporate things like infrared saunas, cold plunges, or even just a 20-minute walk without your phone. This is just as important as the workout itself.
- Quality Over Quantity in Gear: Buy two high-quality sets of leggings instead of five cheap ones. Brands like Lululemon or Vuori have better longevity and, honestly, better resale value on sites like Poshmark.
- Listen to the "Feel," Not the "Look": A workout is only effective if you actually do it. If you hate running, don't run. If you love Pilates, do Pilates. The most "effective" workout is the one you don't quit after three weeks.
The legacy of Sweats and the City isn't just about finding the best yoga studio. It’s about the power of the honest review. In an era of AI-generated content and paid-for "viral" moments, having a human voice tell you that a $50 candle is actually worth it—or a complete waste of money—is the ultimate currency.
Focus on building a routine that serves your mental health as much as your physical health. Use tools like the ORRO app if you need curation, but don't be afraid to go off-script. The goal is to move your body in a way that feels like a reward, not a punishment.