‘I’ve been to many studios, and I noticed what’s missing is the human connection. The café lets you pause, talk, and connect. It’s a place just to sip your morning coffee or have a real conversation.’
LOVELY Ana (center) and her Folk Studio angels.
Photograph courtesy of Folk Studio
Ana Aguinaldo’s professional journey began far from the soothing tones of a Pilates studio or the calm aroma of a specialty café. Armed with a degree in Applied Mathematics Major in Actuarial Science — and later, a Master’s in Business Administration — Aguinaldo made her mark in the high-pressure world of commodities trading before turning her attention, and earnings, toward building something far more personal: Folk Studio, a Pilates and wellness space she considers her passion project.
“I started in 2018, before I even graduated from college,” Aguinaldo said in an interview with the DAILY TRIBUNE.
“D&L hired me for commodities research and price management.”
At D&L, she wore many hats from being a technical analyst to sales and supply manager, and eventually general manager of the commodities department.
Her career continued after she left the corporate sphere in 2022, working with a former colleague turned business partner. The two ventured into vegetable oil distribution — specifically palm and coconut oils — sourcing from local millers from South Luzon. Eventually, they shut down the distribution side to focus on trading.
In October 2023, Aguinaldo discovered Pilates, and it changed her life.
“I was playing golf religiously, but my body felt tight. Gym workouts made me sore. Then I found Pilates,” she shared.
“I had hypothyroidism and was gaining weight — Pilates helped me feel better and get back in shape. I became a client first before becoming a founder.”
That transformative experience planted the seeds for Folk Studio, which had its soft launch on 4 July and is slated for whole opening on 16 August.
Transitioning into the fitness industry required not just passion but a serious investment. Aguinaldo spared no expense in ensuring the quality and safety of her studio.
“It’s high capex if you’re going for premium equipment,” she explained.
“The machines were acquired from Merrithew in Canada.”
Folk Studio follows the STOTT Pilates method, a contemporary approach to Pilates emphasizing anatomical precision and rehabilitation. Five instructors from Folk have undergone rigorous training under the country's only licensed STOTT PILATES educator, Miss Vivian Zapanta, and are on track to complete over 200 hours of coursework, including self-practice, teaching, and observation to get certified.
But for Aguinaldo, Folk is more than just a place to work out — it’s a community hub and a safe space.
“Our goal is to create a third space where people can feel comfortable. You don’t have to be flexible or experienced. Laugh if you want to laugh. Take a break if you need to. No pressure.”
The studio also features a specialty café, which she considers central to its mission.
“I’ve been to many studios, and I noticed what’s missing is the human connection. The café lets you pause, talk, and connect. It’s a place just to sip your morning coffee or have a real conversation.”
Aguinaldo emphasizes education as part of the wellness journey.
“We don’t just make clients do exercises. We teach why each movement matters,” she said.
“Like how to get out of bed correctly to avoid cervical spine injuries — your head is 3 to 5 kilograms. You have to support it.”
Folk caters to a wide age range — from professionals in their 20s and 30s to older adults in their 60s.
“Post-Covid, people have become more health-conscious. Diseases are showing up earlier due to stress and poor food habits. We help people be more aware of their bodies.”
Aguinaldo’s approach to fitness is profoundly personal and intentionally anti-trend.
“Burnout pushed me to build this space not just from work, but from my health. We’re not trying to be trendy. We want to change how people move and live,” she said.
Unlike many fitness businesses that focus on aggressive marketing, Folk takes a slower, more intentional approach.
“We’re not aggressive with sales. We focus on quality, community, and consistency,” she said.
“When you’re physically unwell, everything else follows. But when you’re strong and balanced, everything aligns.”
This is how Aguinaldo has perfectly blended her two passions: the complex world of commodities trading and the wellness industry.
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