We were lucky to catch up with Janina Washington recently and have shared our conversation below.
Hi Janina , so happy to have you with us today and there is so much we want to ask you about. So many of us go through similar pain points throughout our journeys and so hearing about how others developed certain skills or qualities that we are struggling with can be helpful. Along those lines, we’d love to hear from you about how you developed your ability to take risk?
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Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
Hi, my name is Janina Washington, founder of Evoken Studio in West Hollywood. We offer Reformer Pilates classes seven days a week, alongside mat Pilates classes upstairs, yoga, meditation, sound baths, and breathwork events.
We frequently host community-based events with local businesses and vendors, creating fun wellness mixers for our community. This is my second studio and a second chance to pursue a dream despite the many obstacles and challenges I’ve faced.
To provide some background, I was born in Munich, Germany, but grew up in London, where I completed all my schooling and attended theatre school full-time.
In 2010, I moved to Los Angeles to pursue a career in acting and modeling.
Initially, I didn’t enjoy working out or going to the gym, but that changed when I discovered Pilates. I felt different immediately and saw results in a very short time. I often tell people it’s the best workout—because you can get abs lying down! I started as a client at a boutique studio near my house. When the owner asked if I would be open to teaching, I agreed. Eventually, when her lease was up and she decided to close the studio and move out of state, I seized the opportunity to open my own studio. It seemed like a no-brainer since I already knew the clients and it was the neighborhood Pilates spot, making for an easy transition—or so I thought.
I opened the doors on January 1, 2020, only to be shut down on March 15, 2020. The high was short-lived. Unfortunately, the studio was thriving—I had doubled the classes, had people on waitlists, and was already envisioning a second location. However, staying open became unsustainable. My lawyer advised me to file for bankruptcy to get out of the commercial lease. No one knew what was to come with COVID-19, and my landlord at the time was not willing to work with me through the process. Reluctantly, I agreed and closed my studio in September 2020.
I took a hiatus and spent some time with family back in Europe. While I wouldn’t say I felt defeated, I definitely needed a break from the stress it caused in my professional and personal life. The series of unfortunate events continued as my mother died of a sudden heart attack in September 2021, followed by my grandmother having a stroke and passing just six months later. Being an only child of a single mother, these two powerful women essentially raised me, and suddenly both were gone. I was left to pick up the pieces.
Life is full of duality. The very last time I saw my grandmother was the same day I received a call from my agency saying I had booked a big job I was on hold for over a month. Convinced I hadn’t booked it, I flew back to LA the next day and started shooting the day after.
Modeling is fun but inconsistent. I was also teaching part-time at a local Pilates studio but wasn’t truly fulfilled in my day-to-day. So, I took a portion of this money to start my pilot license—random, I know! Honestly, it wasn’t something I ever really planned to do. I used to joke about how it would be cool to know how to fly a plane, but I was never an aviation enthusiast nor did I grow up around any pilots. I just loved flying as a passenger on commercial flights! A couple of months before taking my first discovery flight at a flight school in Van Nuys airport, I went down the rabbit hole of how to become a pilot, what to expect, etc., so I figured why not take a flight and see how I feel!
The irony is I get motion sickness and am scared of heights, so no one in my immediate circle understood why I wanted to get into a small single-engine plane and start flying. But honestly, I loved it. I immersed myself in the program, even took my solo flight, and was preparing for my cross-country flight. I did my medical exam, and the last conversation I had with my Certified Flight Instructor (CFI) was about prepping for my exams to get my Private Pilot License (PPL). Little did I know the universe had a different path in mind.
Once again, people kept asking me when I would reopen my studio and if I was still planning on opening another one. One night, I got on LoopNet and looked at available properties. Despite my recent bankruptcy, lack of funds, no investor, and bad credit, there was a little voice saying just go and meet the landlord! I’m a big believer in “no risk, no reward.”
Honestly, my current landlord is an earth angel. At our very first meeting, I was open and honest about my previous studio, my financial disposition, and everything that led to that moment. On paper, we joked that I was a terrible candidate to sign a commercial lease for 3,000 square feet of prime West Hollywood property with a monthly rent I had no idea how I was going to pay. But he was willing to take a chance on me. He said everyone deserves a second chance, and COVID-19 was not my fault, and everyone needs a little help sometimes. With that, I was determined to succeed and prove him right! We got the lawyers involved, drafted the lease agreement, and then, of course, doubt and fear kicked in for a short period. How am I going to do this? What was I thinking? How am I going to pull this off? Is it too late to back out? What if I fail? Some people and friends were not very supportive initially, so all the self-doubt came up.
But honestly, it’s how you push through the fear that makes all the difference. Don’t get me wrong—I still had the very real and serious obstacle of how I was going to pay for my deposit and order the equipment in the span of a couple of days. We’re talking about tens of thousands of dollars that I didn’t physically have. I couldn’t go to a bank to get a loan or finance the equipment. I couldn’t even qualify for a credit card. So, my only option was to ask friends for help—essentially a personal loan with a contract with all the terms listed. Somehow, at the very last minute, on the day of the deadline, I gathered all the funds to order the equipment, sign the lease, and pay my security deposit. It was go time!
The next six weeks were emotionally, physically, and mentally exhausting. I was decorating the studio, setting up all the software, handling every single detail from getting the equipment to ordering disinfectant wipes, painting, plastering, getting custom mirrors installed, doing the legal stuff, and managing business things like bank accounts, LLC registration, city permits, ordering merchandise, etc. Every day was a 15-20 hour workday. A new business takes over everything full-time and still does six months in. (Needless to say, I had to put my pilot training on hold as I had zero time for study or flight, but I will resume it when I get a little more free time to focus.)
On October 1, we officially opened. I, along with a couple of teachers, would come to teach one or two clients. I was teaching a lot, not paying myself, and counting every penny, but I knew I couldn’t have just my name on the schedule when people looked up Evoken on MindBody or ClassPass. So, I knew I needed a small team to be official and was praying I could pay them for their time.
I am still there every day, running the business day-to-day. I not only teach; I do the schedule the interviews, payroll, clean, plan events—you name it! Slowly but steadily, we are creating and building a community. This is something people crave and yearn for. Even before opening, I always envisioned Evoken being a safe space, a “one-stop shop” for like-minded people to meet and hang out. I’m humbled that in just six months, we already have over 8500 five-star reviews, and people genuinely love our entire team—from instructors to practitioners, the space itself, and how we make them feel. Our biggest compliment is people loving the energy as they walk in.
There are still a few ideas and add-ons, more treatments, services, and even retreats that I’m actively working on. The ultimate goal is to continue making people feel good, become more of a members’ club where our clients really get to know one another, and eventually have several Evoken studios in major cities worldwide.
Follow us on Instagram @Evoken.co and sign up for our mailing list at www.evoken.co to stay up-to-date on all the exciting news coming soon.
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?
Perspective: How you choose to perceive things can make or break you. Embracing a positive perspective means refusing to play the victim at the first sign of adversity. Instead, always strive to see the glass half full and understand that everything is happening for you, not to you. This shift in mindset empowers you to turn challenges into opportunities for growth and learning.
Work Ethic: Success doesn’t come easily or automatically. It requires consistent effort and dedication. Don’t expect things to be handed to you; be prepared to do the work yourself. While seeking help when needed is important, there’s unparalleled satisfaction in achieving something through your own hard work. This approach builds resilience, capability, and a deep sense of accomplishment.
Trust the Process: Staying positive and trusting the journey is essential. It’s crucial to find the balance between being confident in yourself and remaining humble. This humility keeps you open to listening, learning, and growing. We are always evolving, and understanding that no one knows it all fosters continuous personal and professional development. Embrace the process, stay patient, and believe in the path you’re on.
Looking back over the past 12 months or so, what do you think has been your biggest area of improvement or growth?
Over the past 12 months, my journey has been transformative in so many ways. The most significant area of growth has been learning to listen to my inner voice and trusting myself, even when others doubted me. This inner guidance has been a beacon, leading me through challenging times and helping me make decisions with confidence and clarity.
One of the most empowering aspects of this journey has been rolling up my sleeves and getting the job done, even when it meant doing it alone. I’ve learned the value of self-reliance and perseverance. There is immense strength in knowing that you can tackle obstacles head-on without solely depending on others. This mindset has fortified my resilience and empowered me to face challenges with determination and courage.
Letting go of expectations has also been a pivotal part of my growth. By releasing preconceived notions of how things should be, I’ve opened myself up to new possibilities and opportunities. This shift has allowed me to embrace new friendships and connections, enriching my life in unexpected and wonderful ways. Building a supportive community around me has been incredibly rewarding and has provided a sense of belonging and shared purpose.
Most importantly, I’ve learned to have unwavering faith and trust in the process, even in the darkest times. Life’s journey is full of ups and downs, but maintaining a positive outlook and believing that everything happens for a reason has been crucial. This faith has kept me grounded and hopeful, even when the path ahead seemed uncertain. And believe you me there have been some hurdles in this process.
These experiences have not only shaped me into a stronger, more resilient person but have also deepened my appreciation for the journey itself. Each step, each challenge, and each triumph has contributed to my growth and has prepared me for the future with a renewed sense of purpose and optimism.
Contact Info:
- Website:www.evoken.co
- Instagram: Evoken.co
- Other: Podcast interview: https://m.youtube.com/watch?v=L31o1kWMOTk
