RIISE, “Free Pure Emotion”

After revolutionising the indoor cycling world 6 years’ ago with “Let’s Ride” (since named Dynamo Cycling), Jonathan Garret and Nicolas Chabrier have spent over a year shaking up Parisian yoga with “RIISE”. Inspired by vinyasa yoga, a session lasts 50 minutes and combines poses with muscle strengthening. The drive behind their concept? 4 tried and tested pillars that resulted in their previous entrepreneurial success. Following the principles of “focusing on yourself”, “the music”, “living for the moment” and increasing muscular effort “to better feel your body”, the coaches overseeing each session teach students to “fully let go”. A winning formula devised by the duo with help from Louise Bodin-Joyeux – Head of Experience & Brands – and Gabrielle Hébrard, a yoga teacher and coach at Dynanmo who is now also Head Coach at RIISE. In order for everyone to “work on their existence and body in the simplest way possible by combining movement, breathing and welcoming new sensations”, the team pays particular attention to their task, just like they have to their studios and premises’ interior. Key elements where materials are also vectors for emotion and are seized upon – as with their previous endeavour. – DAS studio Founded by Félix de Montesquiou, the Parisian agency went for an industrial interpretation for the interior of this second premises housed in the historic Poste du Louvre. A totally different approach from the first establishment, a more private setting in the Hôtel de Retz in Marais! Large spaces with exposed Eiffel beams that reflect RIISE’s mantra: “Breathe. Persevere. Free pure emotion.”

RIISE. Studio Louvre, 43 rue Etienne Marcel – 75002 Paris. Studio Charlot, 9, rue Charlot – 75004 Paris. Further information and to book classes: www.riise-yoga.com

Louise, Jonathan, Gabrielle: can you introduce yourselves, please?

Jonathan

After my initial experience in investment banking in London and New York, my partner Nicolas and I co-founded the Parisian indoor cycling studios Let’s Ride, which became dynamo cycling 6 years ago.

Louise

I am the experience and brand manager at dynamo. I take care of communication and brand marketing, as well as our experiences with coaches and developing new products. So when we decided to diversify into a new discipline, I was in charge of creating the brand and the RIISE experience.

Louise

When Louise asked me to collaborate in designing the RIISE experience with her, I was a yoga teacher and coach at dynamo. Nowadays, in addition to these two roles, I am also a Head Coach at RIISE. In particular, I am in charge of coach training.

And we are introducing RIISE, the result of your coming together.

Jonathan

More than half of our community practised yoga. So developing a concept in this sector was an obvious choice! Together with Louise – who is in charge of the experience and the brand – and Gabrielle – who is a dynamo coach and yoga teacher – we wanted to reuse the elements that made dynamo successful and create a Vinyasa yoga-inspired experience.

Louise

We worked on branding and creating the experience for almost a year during the second lockdown period between September 2020 and June 2021. The aim was really to start with a blank canvas and create a new experience. RIISE is a 50-minute combination of Vinyasa yoga and muscle strengthening. Several elements make the experience unique: the darkness, so you can concentrate on yourself, the music that helps you stay in the moment, and the intensity of the effort, so you can feel your body. And throughout this experience, our coaches guide you to really let go.

What observations and/or desires led to this project?

Louise

When I went to yoga studios in Paris, I always found it was very difficult for non-yogis to access. By positioning ourselves in the yoga sector, I wanted us to create an experience that would change things and be truly accessible to everyone. The elements that seemed essential to me: offering people a way to disconnect and let themselves float away, without expectations.

While the RIISE Charlot studio built within the Hôtel de Retz in the Marais makes us feel we are in a haven of peace, the RIISE Louvre studio brings a more industrial side (...)

Who is it designed for?

Gabrielle

The experience is aimed at a curious, somewhat sporty audience looking for a unique experience.

What experience do you want to offer your customers?

Gabrielle

My wish is to open the door to them. It is not just a matter of disconnecting from reality but of connecting to another, more apparent, one that we easily forget. To experience one’s own existence and body, in the simplest possible way, by moving, breathing, and opening oneself to sensations.

Music is at the heart of it. What role does it play? And how do you choose it?

Louise

Music is a key element in the experience. It intensifies all the sensations and creates the journey. It also allows you to switch from one intensity to another.

Gabrielle

As a RIISE coach, I choose the titles according to what they will convey in terms of energy at each moment. And above all, according to my tastes. So when I create the playlist – and it changes with each class – it’s according to what I want to listen to, to convey … my mood too!

As you have with dynamo, you have paid particular attention to the architecture of your studios. Why is that?

Jonathan

For us, the architecture of the venue is key. This is especially true for yoga, as there are already many places to practice it in Paris. We thought about the choice of materials in relation to the feeling we wanted to convey in the studio. We even went so far as to work on the roughness of the floor; we will be walking on it barefoot, and wanted to create a special sensation.

The architecture agency DAS-Studio – which also designs the dynamo addresses – has worked with you once again to implement this project. What is so special about them?

Jonathan

DAS has been working with us since our first studio six years ago! They were with us throughout the whole adventure. We are very close to Felix de Montesquiou and his team. We like the way they approach each place differently whilst retaining a common identity. They are also supporting us in our efforts to make our work more environmentally friendly. For example, Felix went himself to choose the wood for the floor and found a sawmill to produce it.

We are here in your second studio, located in the historic Louvre post office building. What does this space allow you to do?

Jonathan

This historic place in the heart of Paris is really beautiful. While the RIISE Charlot studio built within the Hôtel de Retz in the Marais makes us feel we are in a haven of peace, the RIISE Louvre studio brings a more industrial side, with large spaces, exposed Eiffel beams and perspective.

RIISE is a certified B Corp company; what does this mean in everyday life?

Jonathan

We have been B-Corp certified for 3 years now. In practice, this involves three elements: the ecological aspect (the choice of materials, in particular, French wood and wood processed in France, low-energy machines, the in-house laundry, etc.), the social aspect (in-house cleaning with the recruitment of people on permanent full-time contracts for professional reintegration) and the societal aspect, with our tempo endowment fund, which supports projects involving physical and mental disabilities.

Where will we see you in the next few months?

Jonathan

We are still actively looking for new venues for RIISE in Paris! And at the same time, we are going to open a second Punch boxing studio on Rue de Berri in the 8th arrondissement.