Dana’s path to founding Selformer Pilates is far from traditional. After nearly 20 years as a music photographer - constantly traveling and carrying heavy gear - she turned to Pilates to repair her body, eventually discovering a new calling. With no business background, she built Selformer by embracing her “misfit” identity and trusting her creative instincts.

Based in the fitness-saturated neighborhoods of Greenpoint and Williamsburg, Selformer stands out not by competing, but by being intentionally different.

This episode is full of unconventional reflections, raw honesty, and a refreshingly nontraditional take on entrepreneurship in the wellness world.