Agustina Srur grew up between two cultures, built a career across three continents, and opened a studio in the city that was never supposed to be permanent. The Most isn’t just a place to work out. It’s the result of a life lived in motion, and a very specific moment of clarity that only comes when you’re pregnant, searching for a class, and realizing the city you love doesn’t have what you need.

Agustina is Argentinian, raised in Atlanta, educated in Hong Kong, and shaped by years working in luxury branding and fashion media across the Middle East. Fitness was always part of her life, running first, then yoga after a month-long teacher training in Bali at 25. But it wasn’t until she was pregnant in Brickell that the idea for The Most took shape. “Miami had everything”, she says, “except a place to go during pregnancy, and a place that offered heated and non-heated, and a place for barre, and Pilates and yoga in the same studio. Basically, variety. We lacked variety.”

So she built it. The Most opened on Brickell Key as the answer to everything that was missing. And from the very first detail, the name, the tone, the way it speaks to its audience, the studio became something deeply personal. A career spent in luxury branding and fashion media left its mark, and it shows in every corner of the brand. That was entirely intentional. “I’m tired and bored of studios speaking to women exactly the same way”, she says plainly.

The journey was never a solo one. Family was present at every step, from the earliest decisions to the last details of the physical space, making it as much a shared project as a personal one.

The Fitneur spoke with Agustina Srur about identity, the Miami wellness scene, and what she’s building for the long run.

— The Most has a very distinctive identity. Where did it come from?

— Omg, this is the most important thing for me. My background is in marketing, I have a master’s in luxury branding, and I spent many years working in the Middle East. I wanted to have fun with the branding of my studio and I wanted to give it its own voice and personality, so it can be an extension of me but ultimately have it be its own thing. The name comes from my favorite hair salon in Istanbul, the tone of voice is very witty because I’m bored of the way studios speak to women, and I incorporate my own dry humor. The tone of voice is everything for me.

— Miami’s fitness scene is growing fast. Is there a sense of community among entrepreneurs in the industry?

— Not at all, surprisingly. I found Miami to be so competitive and very private in terms of opening your own business. Other studio owners haven’t truly been open or welcoming while entering this wellness scene, and it’s something I wasn’t expecting. I’ve been lucky to meet one studio owner that has been honest in her experience and we get together sometimes and share frustrations or I simply ask for advice. Other than that, it hasn’t been so welcoming. Miami is huge but at the same time so small, that I believed we’d all want to share tips, experiences, but unfortunately it hasn’t been the case for me. Some have even canceled my reservations in their studios.

— What’s your dream for The Most in the next few years?

— My dream for The Most is for it to be known as a chic space where you can get a great workout in, a place where you don’t take yourself too seriously. Most importantly, my dream for it is to continuously evolve with its audience, not to get stuck in time. As for myself, my personal dream is to grow my family with two or more healthy children, to continue traveling the world with my husband, and to remain a fit, healthy, and loved woman.

They’re building. Go find them www.instagram.com/themostmiami https://themostmiami.com/