00:00I believe that women growing up today, we want to feel powerful, we want to feel confident.
00:05It's not about hiding, it's not about covering up, it's not about following the rules, it's
00:09about feeling good.
00:11What's up everybody?
00:12My name is Sadie Kurzban.
00:13I am the founder of 305 Fitness.
00:16Now I have a busy day full of classes today, but I want to show you my five minute phase.
00:21So come on in, let's go.
00:23Who is Sadie?
00:25I grew up in Miami.
00:26That's the 305 area code and I always struggled with body image issues and liking myself basically.
00:32I thought that the path to success in life was going to be about how my body was accepted
00:37in the world.
00:38And as I came of age and started to hit my 20s, I started to see what a huge suck
00:43of energy
00:44that is, how disempowering it felt to be focusing on all of that.
00:48And so I thought that fitness was this incredible opportunity to create a brand that's all about
00:53self-love and self-expression.
00:54So that's where 305 was born.
00:57All right.
00:58Woo!
00:59I have got a lot of teaching to do today, so I don't want to be too stinky.
01:05Let's put up this gorgeous curly hair, get it out of my face, and I'm going to show you
01:11my five minute face routine.
01:12So I'm starting off with this cleanser, matcha hemp hydrating cleanser.
01:17Love the feeling of this thing.
01:18I started this business right in college.
01:22Crazy.
01:23I was so gutsy as a 21-year-old, moved to New York City.
01:27The whole idea is about self-love.
01:30So I'm going to take that same idea with me everywhere, including my beauty routine.
01:37And I'm not using beauty to cover up or try to look good for anybody else.
01:41I'm using it in a practical way.
01:43I'm using it in a way that's going to support me best.
01:46And you're going to see how light and fresh I keep it because I'm on the go all the time.
01:50And I'm not trying to hide or cover up any flaws or anything like that.
01:54I mean, I'm me.
01:55You're you.
01:55We all have our unique beauty.
01:57You know what I mean?
01:57So I've got some delicious hormonal acne on my neck and chest and shoulders.
02:03That's been a real joy of turning 30.
02:06So I'm going to take this SkinCeuticals, the blemish and age defense.
02:11This stuff is good.
02:13It is really good.
02:14And I just need to apply a tiny bit and it will just help with some of these pimples on
02:21my neck, on my chest, on my chin.
02:23Got it out of the way.
02:25I like the beauty that I was gifted with.
02:28And I really do believe that we all have that unique beauty to offer the world.
02:33This is my La Roche-Posay double repair face moisturizer.
02:36It's got some good SPF.
02:38I love the feeling as well of just like massaging everywhere, you know.
02:43So I like to go in and out and, again, feel good.
02:47Attraction is so much about how you feel, how confident you are, how you walk, you know, how you approach
02:54the world.
02:55The same way that I'm approaching my beauty care routine, which is, you know, here I am, my unique beauty,
03:01unapologetically me.
03:03That's also my business model, all right?
03:05Because I believe that women growing up today, we want to feel powerful.
03:10We want to feel confident.
03:11It's not about hiding.
03:12It's not about covering up.
03:13It's not about following the rules.
03:15It's about feeling good.
03:16So my next step is going to be to apply this Ilia Skin Tint Serum.
03:23It's basically a foundation, but it's super light.
03:26We keep it light because I'm sweating all the time.
03:28And I'm going to just dab this.
03:30Love that it's liquid.
03:31It's not blocking my pores.
03:34And apply it to my face.
03:35I'll tell you a little bit more about 305.
03:38I started it in college.
03:39The vision was about more self-love.
03:43And I wanted there to be a workout that was all about self-expression and freedom and self-love and
03:49just go for it, right?
03:50Goofiness.
03:51Now I'm moving on to my NARS concealer.
03:53This is really just to blend a little bit of that foundation together around my eyes.
03:57I think one of the superpowers of being a woman is all of the awareness that we get to experience,
04:02right?
04:03Because we are experiencing the world through a very different lens as a woman.
04:07And so we have both this power to be able to buy into some of the things that have been
04:13sold to us, like wellness and beauty and these other things we've been told that we're supposed to do.
04:19And we also have the power to say, I opt out.
04:22I don't want to do that.
04:23So what I like to think about with my own beauty, with my own wellness is how is it empowering
04:28me?
04:28How do I feel about these choices?
04:30Sometimes I'm going to opt in to what I've been told, you know, like wearing makeup or wearing heels or
04:36wearing dresses.
04:36These are all things that I love to do.
04:38And sometimes I totally feel like I have the choice to be able to not do that and just do
04:43me.
04:43So I think that beauty at the core is really about self-expression.
04:48It's about the opportunity to turn it on and turn it off when you feel like it.
04:53We have studio locations here in New York City.
04:56We have an online business.
04:57So that means that we have incredible people all over the world, Cincinnati, Brazil, tuning into these virtual classes.
05:06And then another part of our business model is we teach other people to take the license of the brand
05:13and to go spread it.
05:14And it is so cool because we're basically empowering entrepreneurship.
05:17We're teaching other people to take the name that's 305, the choreography, the business in a box, and get out
05:23there and make it happen.
05:24That's what it's all about for me.
05:26Here's this Ilia lash mascara.
05:28I love that it's small and portable.
05:30Growing up in Miami is like a really hard place to grow up if you're a young girl.
05:36There are a lot of expectations of what you're supposed to look like.
05:39And so by third grade, I am documenting my calories in secret, getting into exercise for all the wrong reasons.
05:47I mean, you think about that third grade.
05:49What is that?
05:49Nine years old?
05:50Kind of crazy, right?
05:51And then this is my next thing.
05:52Laneige lip sleeping mask.
05:54Very hydrating.
05:55Love it.
05:55So I'm going to spend middle school, high school, college purging, binging, dieting, constantly exercising, just not liking myself, and
06:05spending all of this time and energy trying to cover it up, trying to mold it, trying to make it
06:10look like somebody else's.
06:11And that's what 305 is about.
06:12It's about reclaiming that power for myself instead of feeling like this little girl that's, oh, the world's so scary.
06:18How can I control my looks?
06:20No, I am a grown woman.
06:22I'm proud of who I am.
06:23And I want to teach other people how to do the same.
06:25So that informs my beauty routine.
06:28I'm just my business model.
06:29You can see we kept it very light.
06:30My last step, Aveda Botanicals Kinetics Toning Mist.
06:36Just kind of sets it, makes me feel light, vibrant.
06:39And that's my five-minute face routine.
06:41After this, I'm going to go in and teach some classes.
06:43So if you want to follow me into the studio, let's go.
06:46Let's do it.
06:58I just taught that first class.
07:00What do you think?
07:00I feel like my five-minute face held up pretty well.
07:03Now I'm on to that second class.
07:04It was so much fun spending the day with you.
07:06See you later.
07:07See you later.
07:08See you later.
07:09See you later.
07:11See you later.
07:14See you later.
07:14See you later.
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