Before launching one of the most buzzed-about boutique fitness brands in New York and Miami, Nofar Hagag was in a very different role — fitness training soldiers in the Israeli army. The experience taught her discipline, leadership, and how to push people beyond what they thought was possible. Today, she brings that same focus to Nofar Method, her growing Pilates empire that’s attracting everyone from Karlie Kloss to Emily Ratajkowski and Brooke Shields.
“It’s not for the faint of heart,” Hagag says, describing both her signature workout and the process of building her company from scratch.
The Workout That’s Changing the Game
At the center of Nofar Method is a 50-minute class that blends 25 minutes on the Reformer with 25 minutes on the Cadillac — a piece of equipment typically reserved for private Pilates sessions. By combining the two, Hagag created a high-intensity, results-driven experience that stands out in a crowded fitness landscape.
The studios themselves are designed for more than just a workout. Himalayan Pink Salt walls help support breathing and skin health, while infrared saunas aid in recovery. This attention to detail has helped Nofar Method cultivate a loyal following among clients who want serious results in an elevated environment.
But for Hagag, it’s about more than physical transformation.
“More than a business venture, Nofar Method was born out of passion, purpose, and a relentless desire to help people feel stronger—physically, mentally, and emotionally,” she explains.
Bootstrapping Without Investors
When Hagag launched her business in 2019, she made a decision that set her apart: no investors and no outside funding.
“When I started Nofar Method, I had no investors, no funding,” she says. “Many people saw potential in the brand early on and wanted to invest. I realized that came with a cost: once someone else has a financial stake, they also have control. That wasn’t what I wanted.”
The choice meant taking on extraordinary risk — and work. For the first three years, Hagag did everything herself: teaching 36 classes a week, handling customer emails, cleaning the studios, and managing every detail.
“I worked seven days a week for the first three years, sacrificed sleep, and often prioritized others over myself,” she recalls. “But building it from the ground up remains the most empowering decision I’ve ever made.”
That intense level of commitment paid off. Because her business was lean and self-funded, Hagag was able to break even from day one. “I didn’t pay myself in the beginning. Every dollar was sweat equity,” she says. “After three months, I finally started to see profit, but it was extremely hard work.”
Lessons in Leadership
Running a Pilates studio is one thing. Building a brand with multiple locations and a devoted client base is another challenge entirely. Hagag’s army experience shaped the way she leads her team and structures her business.
“In the beginning, I believed no one could represent my vision like I could,” she says. “But building a team that’s aligned with your values changes everything. The right people don’t just support you, they elevate your entire brand.”
To ensure consistency, every instructor is trained directly by Hagag. She also learned the hard way that systems are essential for growth.
“For too long, I kept everything in my head. It led to chaos,” she admits. “Once I started creating systems—even simple ones—things became smoother and more sustainable.”
Her military background also taught her to stay calm in high-pressure situations.
“I had to lead with absolute clarity and discipline in the army,” she says. “I run my business the same way — everyone knows their role, and every detail matters.”
Advice for Other Founders
Hagag’s journey from soldier to CEO offers lessons for other entrepreneurs:
Stay rooted in your ‘why.’ “When things get challenging (and they will), your purpose has to be strong enough to pull you through.”
Protect your energy. “I am the source of energy for this brand. If I’m drained, everything suffers.”
Start small and test before scaling. Hagag’s initial model relied entirely on her own work, avoiding unnecessary risk.
Be patient. “Sustainable success is never rushed. Clients need time to connect with your method. Culture takes time to build.”
Understand your business inside and out. “You don’t need to become an accountant, but you do need a baseline understanding of your business operations.”
“Starting and growing a business has been the most humbling and transformative experience of my life,” she reflects. “I didn’t come from a business background. I’ve had to teach myself how to be a CEO, a leader, and a strategist, mostly through trial, error, and hard-won lessons. But no matter what, I’ve always led with my heart and intuition.”
Looking Ahead
Nofar Method now has locations in Flatiron and Tribeca in NYC, as well as Miami Beach, with more expansion planned. The brand has trained more than 50,000 clients to date, but Hagag is focused on quality over rapid growth.
“My mission hasn’t changed,” she says. “Helping clients feel strong, aligned, and confident through the workout I created—that’s what drives me, no matter how big we grow.”
