Alright – so today we’ve got the honor of introducing you to Genev Sattam & Lavanda Kenaya. We think you’ll enjoy our conversation, we’ve shared it below.
Genev Sattam, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?
Our work ethic is deeply rooted in the resilience and determination of our first-generation parents, who migrated from Iraq in pursuit of a better life. Watching them build from nothing, working tirelessly to provide for our family, instilled in us a relentless drive to succeed. When Genev’s dad passed away suddenly when she was 22, we worked out together as a way to cope and distract her. We found love through Pilates and eventually moved forward in creating our own space within the industry. This has shaped the way we approach every challenge with grit and purpose.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
We are the co-founders of CORE34 Pilates, a Pilates studio dedicated to helping people build strength, confidence, and community through intentional movement. Our journey into fitness was shaped by our first-generation upbringings—watching our families work tirelessly to build a better life instilled a deep sense of resilience and discipline in us. When Genev’s dad passed away suddenly, it further fueled our drive to create something meaningful, leading us to build a space where people can prioritize both physical and mental well-being.
What makes CORE34 special is our commitment to offering more than just workouts—we’ve built a space where people feel supported, motivated, and empowered. From targeted reformer classes to our infrared sauna and caffeine bar, we focus on holistic wellness, giving our clients an experience that goes beyond traditional Pilates. We’ve also launched collaborations like the CORE34 Smoothie with Beyond Juice and unique events like gym collaborations and seasonal pop-ups that bring an element of fun and surprise to our community.
Looking ahead, we are excited to continue expanding CORE34’s reach, developing more brand collaborations, and eventually growing into multiple locations. Our goal is to make movement something people genuinely look forward to, while fostering a space that reflects the hard work and passion that brought us here.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back, three key qualities that shaped our journey were resilience, adaptability, and community-building.
Resilience – Challenges are inevitable, but pushing through setbacks and staying committed to our vision made all the difference. Treat obstacles as lessons, not roadblocks.
Adaptability – Success requires flexibility. We’ve adjusted our offerings, listened to feedback, and embraced change. Stay open to evolving and finding creative solutions.
Community Building – CORE34 thrives because of the people in it. Fostering genuine connections has been our greatest asset. Prioritize relationships over transactions.
Our advice? Believe in your vision, stay adaptable, and invest in your community.
How can folks who want to work with you connect?
Yes! We love collaborating and are always looking for like-minded brands, businesses, and individuals who align with CORE34’s mission of wellness, movement, and community. We’re especially interested in partnering with wellness brands, fitness influencers, and creatives who bring fresh ideas and unique experiences to our community, whether it’s through events, product collaborations, pop-ups, or specialty classes.
If you’re interested in working with us, we’d love to hear from you! You can connect with us via email (info@core34pilates.com) or Instagram DM (@CORE34.Pilates) to discuss potential collaborations. Let’s create something amazing together!
Contact Info:
- Website: https://www.core34pilates.com
- Instagram: @core34.pilates
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