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lauren imparato
2O1O
OPERATOR F
OC
After a high-fl ying career at investment bank
Morgan Stanley, Imparato set out as an
entrepreneur and launched the I.AM.YOU.
yoga studio in the heart of New York
What was the motivation behind personal and exclusive kick-your-ass
the launch of I.AM.YOU? yoga experience that will rock each
During my time at Morgan Stanley, I student’s mind. To enable this, each
was given the space to express my class is set to the tune-tailored music
entrepreneurial passion and drive right mix created by a resident mixologist.
from the start, from that fi rst day in sales. The long-term vision/plan is to
After nearly seven years of being an organically grow into the other aspects
entrepreneur working for the company, it of the lifestyle we promote, which
was time to be an entrepreneur for myself. will include art, design, diet, health and
As a result, at the start of 2009, I started wellness, as well as an overall way of life.
developing I.AM.YOU. as a side project.
I soon realised, though, that if I wanted to How does your current day-to-day
launch I.AM.YOU. before summer – and role differ from that with MS?
more importantly, ultimately turn it into I.AM.YOU. and Morgan Stanley day-to-days
the global lifestyle brand I had in mind – are the same in that they’re exciting, fast-
I would have to leave Morgan Stanley. paced, always changing and full of surprises.
The biggest difference is the silence of
What did you like most about my offi ce and the studio compared to the
working at Morgan Stanley? constant clamouring and chatter of the
The 6th edition of the
My favourite thing about working at MS trading fl oor. That said, when the studio
Health Club Management
was the energy – that super-charged fi lls up for a class or an event, all the
feeling I would instantly get when I chatter sweeps in wonderfully and naturally. Handbook, published in
stepped onto the trading fl oor, for
example, or the adrenaline rush of closing How do you hope to develop
association with the Fitness
a series of great trades back-to-back. I.AM.YOU in the future?
Industry Association (FIA),
Since the launch in April 2009, the brand
What is I.AM.YOU and what’s has been growing very rapidly but also
is being distributed in
its unique selling point? very organically. I see us continuing to
January 2010. The
I.AM.YOU. is a lifestyle brand. Its fi rst grow organically in the fi elds of yoga and
two tenets, and cornerstones for that music, as well as growing strategically with
handbook is a
matter, are yoga and music. At I.AM. the other tenets of the lifestyle brand.
YOU. studio, my focus is to provide an I’ve already launched the diet/wellness
comprehensive guide and
experience – a 360 degree sensorial, arm, NOURISHMENT, with detox
reference tool distributed
programmes and private nutritional
counselling. I’m looking to expand to industry suppliers and
into Asia – hopefully by mid-2010.
operators, FIA members
What drives you in life?
and to industry buyers at
Learning. I love learning and, as a result,
teaching. There’s nothing that can rival events such as LIW, SIBEC
that feeling of a light clicking on inside
your head. There’s only one life to
and IHRSA..
live, so the more you can maximise
it – intellectually, spiritually, physically,
culturally – the better. As Gandhi said:
“Live as if you were to die tomorrow. AVAILABLE IN
The studio on Mulberry Street, NY Learn as if you were to live forever.”
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february 2010 © cybertrek 2010
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