Born in Argentina and shaped by a career in service, Florencia Uliarte built MUV around a single premise. “Movement is a form of connection, not only with the body but also with the environment and with the people”, she says, and that idea guides every choice behind the room. The brand motto, translated, reads “To be without having to pretend, simply be”, and Flor treats it as a practical brief: “There is intention in every detail, the music, the space, the group’s energy, what happens afterwards”, she explains.
MUV intentionally calls its offerings “experiences” rather than classes, because the goal is relational and sensory, not merely prescriptive. “We offer wellness experiences that combine training, music and social connection, so people don’t just exercise, they feel part of something”, she says. That host mentality comes from years working across service environments: “I worked in different spaces, even in hospitality, which gave me a strong view on the client experience”, she notes, and that perspective changes how someone is greeted, how a session flows, and how the after-moment is curated.
Community is not an add-on for Flor, it is the product. “For me, building community is creating a space where people can be themselves, without having to fit an ideal”, she says, “many times people arrive not knowing anyone and leave feeling like they belong”. To keep the crew open and growing, MUV programs range from dance-forward full-body work to pop-ups that pair music with recovery elements such as cold plunges, and accessible touchpoints like free Saturday yoga.
Navigating the change: A non-linear journey
The path to MUV was not linear. “There were doubts, moments of tiredness, not knowing if it would work”, Flor admits, and those uncertainties informed how she built something that could endure. “MUV comes from everything I lived, from what I was missing, and from the desire to build something meaningful”, she says, which is why the project leans as much on ritual and welcome as on movement protocols.
Flor reads the industry as moving beyond surface metrics toward something more integral. “People are no longer just looking to train, they want to feel better, to disconnect, to connect with others”, she observes, and in a city that moves fast, that social return is her strategic edge. “It’s not just coming to train, it’s knowing there is a place you can return to, where people know you, where you share something with others”, she says. In practice, MUV’s value is less about inventing a new exercise and more about creating a room that remembers your name.
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