Pursuing Balance with Jen Sevcik of Duality
WRITTEN BY MICHAEL SILVERMAN // BUSINESS & INNOVATION EDITOR
PHOTOGRAPHED BY ESTHER LEE LEACH
MAKEUP BY ARKADY JENCKS
Michael Silverman: Jen, I know the mission of Duality is to pursue balance, enabling your community members to relish running fast and being still. How does Duality’s approach to health and fitness reflect this ethos?
Jen Sevcik: Yes! We believe that the concept of balance is all-encompassing - physical, mental, emotional, and spiritual. It is also very trendy and cliche right now, glorifying that you can find this coveted balance by doing just this one thing. At Duality, we believe balance is a journey, not a specific destination. What represents balance today might shift tomorrow. As leaders of a fitness studio, our job is to give everyone an opportunity to push themselves. With that being said, we also give students a frequent reminder that limits are individual and you get to decide where your edge is. When you always run fast, you must also carve out time to be still. We believe that when you practice balance in your physical body, it translates into the other arenas of your life.
Our Duality workouts reflect this consistent individual journey. We have two dedicated workout spaces for students to lean into the “run fast and be still” mentality. The circuit studio is intense, filled with Olympic training equipment, state-of-the-art cardio machines, deep blue lights, and loud heart-pumping music. You will be encouraged to run as fast as you can in this class. The yoga studio, just across the hall, is serene and grounding with an elite sensory experience that guides you into a calming, meditative state. This space will help pave the way to finding stillness, both mentally and physically.
MS: You’ve spent much of your career being successful in the medical device industry, what made you want to make the jump into owning a gym and starting a new career? Where did the idea for Duality originate and how did you know it was something you had to do?
JS: I spent the last 14 years in medical device sales with the same company in the same role. My climb to the top was predictable and strategic – the harder I worked, the more hustle I had and the more I prioritized building strong relationships with my surgeons and team, the more successful I was. Opening Duality was the scariest thing I have ever done. It involved calculated yet unpredictable risk, a venture into a completely new industry, heavy personal investment, and a personal pressure to master every area of my new arena. In the beginning, Tim, Nattiel, and I had a small dream that grew quick legs. We wanted to open a boutique fitness studio that had our favorite elements of fitness (both HIIT and yoga). We wanted to invest in top of the line equipment and instructors in order to provide a curated and personal experience. We dreamt of a space where we could be agile and make quick changes to better serve our clients instead of ruffling through red tape. Overall, we wanted to build a home where our community could safely struggle – where they could conquer real-world issues by releasing sweat and endorphins. From the first conversation about opening a gym, we knew this was something we simply had to do. And off we went. I had nervous butterflies every day for the 2 years before we opened and for the better part of the first year post-opening. I was completely uncomfortable and was forced to sit in it (for a very long time). Hanging out in discomfort is an extreme challenge for me because I am a fixer and love to change my surroundings to become more comfortable. However, the personal development and growth that transpired while opening Duality was life-changing. I am a more resilient woman, less scared of unknowns, more confident in myself, and more reliant on my incredible team.
MS: 2020 was only the second full year of operation for Duality. What were your initial thoughts and how did they evolve as you managed your business through the shutdown and tough restrictions that followed? How did your community respond?
JS: A control lover like myself absolutely panics in unknown scenarios. A global pandemic that shut down our small business only 10 months after opening was crippling to me. However, I also thrive on putting a plan into quick action (type A, control freak) so it took less than 24 hours before I traded the pity party for forward-looking momentum. We had a community to protect and serve. And we quickly realized that our Duality community was looking to us to help them survive the unknown. They stood, ready and willing, to band together and support us in whatever ways they could - and we cannot thank them enough for picking us off the ground when things were dark. With the leadership and brains of my husband and co-owner, Tim, we (he) quickly learned all things virtual and released our online offering within 7 days. We pre-recorded countless fitness classes, taught classes to ourselves and the wall, had numerous dance parties for 1, tried to monetize anything we could through donations, fought for government grants, pleaded with landlords, and drank lots of wine. This story is felt by every small business owner in 2020 and I have an endless heart for every one of them that have struggled through this year.
MS: So much of the modern fitness that gets reported on seems oriented around bringing health and fitness into the home and the palm of your hand. What role do you think physical gyms will continue to play in the future and how do you see digital technologies disrupting or enhancing your business?
JS: There is no doubt that bringing high-quality fitness offerings to your living room is pretty incredible. The virtual fitness world is here to stay and offers a completely new twist on fitness. During the pandemic, we witnessed technology and innovation coming together with coaches and workouts to produce an at-home experience that has never been this good. As a physical gym, we too adapted quickly to offer an online presence that will continue to provide a service well into the future.
On the flip side, people need people. People crave live interaction, one-on-one eye contact, and energetic connection. The community and the energy is the most beautiful part of any physical location. When we reopened after the shut-down, we saw countless eyes filled with tears and smiles - our students genuinely missed their workout home. It is a safety net for so many, a church of sorts. Duality is a place to come and use one hour of your day to empty out sweat and replant new intentions. A physical location simply cannot be replicated in the digital world. And we are more committed now than ever to make it to the flip side of this pandemic with a physical gym that is standing and thriving for our community.
MS: It seems that across many industries, the pandemic has brought many process changes and new systems. Some seem like they may be things that stick around long after the pandemic. Are there any such changes that Duality was forced to make that you think will wind up being here to stay?
JS: Upgraded cleaning measures will stay (there’s no downside to things being cleaner!). Our virtual offering will stay - it provides a great on-the-go option for students that are traveling or would prefer to workout from home that day. The technology advancements for class sign-up and studio optimizations will stay - during the pandemic, we have optimized and innovated and are that much better for it!
What we can’t wait to not stay: I cannot wait for our class capacity restrictions to be eased and eventually lifted. I will be so happy when we can open our doors to full classes with electric energy. Sharing energy is the lifeblood of any class-based fitness studio. We have missed giving hugs, high-fives, fist pumps, and sharing experiences without distance. We are all looking forward to social hours, happy hours, and the community-building events that connect our students and teachers to one another. I cannot wait for the day where Duality Sunset Rooftop Yoga can be followed by a glass of wine and mingling with my fitness community as the sun sets over the Rockies. All in due time!
MS: You have two partners in Duality, Nattiel, and your husband Tim. What’s it like building a business with your spouse and how do you keep work from dominating your home life? Any advice for other spouses thinking about starting down an entrepreneurial path together?
JS: As I read this question to Tim to get his feedback, he yelled “tell them to absolutely do it! Working with you is great!” I actually added that last part myself, but share the sentiment with Tim that building a business with your spouse is an irreplaceable experience. It is also the most challenging thing I have ever done, far greater than completing the Tough Mudder (which was freaking tough). My advice, without a doubt, is to do the work to set yourself up for success. Hire a couples therapist that you love before you get started and commit to frequent sessions. Figure out how to disconnect from the business, how to take care of yourself, how to healthily detach, and how to take care of your energy. Fiercely protect your husband and wife relationship and realize that you wear two very different hats - your husband/wife hat and your co-owner/co-worker hat. Make a conscious decision to take off one hat in order to put the other on. It is hard work and takes effort, but it is worth it. Because at the end of the day, when Tim and I went into business together, we got to share more of our life together. We got the chance to unify on a passion and work together to build it. When we look back, it is pretty dang incredible what the three of us have been able to create.
Jen Sevcik: @jensevcik1984
Duality: @dualityfit
Writer: Michael Silverman: @silvermangrams
Photographer: Esther Lee Leach: @estherleeleach
Makeup: Arkady Jencks: @arkadyjen