Hilary Hoffman’s journey from a side hustle to a thriving $10K-a-month business didn’t involve flashy marketing or public attention.
Hilary Hoffman’s journey from a side hustle to a thriving $10K-a-month business didn’t involve flashy marketing or public attention. Instead, it was built on quiet determination, a strong work ethic, and the ability to listen to her own unmet needs. When she started SotoMethod, an omnichannel fitness brand, she didn’t follow the usual entrepreneurial route of chasing immediate visibility. Instead, she focused on solving a personal problem and refining her product in silence.
Hoffman’s story began in her garage in Santa Monica, where she turned the space into a gym, using the late hours of her nights to work on her business. She wasn’t interested in drawing attention to her efforts. In fact, for the first eight months, she kept her business largely under wraps, operating in what she called "stealth mode." This quiet, behind-the-scenes approach allowed her to fine-tune the brand and its offerings without external pressure or distractions.
The philosophy driving her approach is summed up in a quote from NBA star Damian Lillard that Hoffman has as the background on her phone: “If you want to look good in front of thousands, you have to outwork thousands in front of nobody.” This mindset perfectly captures her work ethic during the early days of SotoMethod. Rather than seeking validation or trying to build an audience right away, Hoffman focused on the fundamental work of building a product that genuinely met the needs of her target market.
Hoffman didn’t start SotoMethod with grand aspirations of building a business empire. Instead, she wanted to address a gap in her own life. As a fitness enthusiast, she found that many programs didn’t fully cater to her needs, so she created something that solved her own problem. The brand’s core idea was simple but effective: offer fitness solutions that were tailored, accessible, and, most importantly, sustainable. Hoffman’s personal understanding of the fitness journey gave her an edge in creating something authentic that others could relate to.
While many entrepreneurs might rush to solicit feedback early on, Hoffman took a more methodical approach. She didn’t let unsolicited advice derail her process. Instead of immediately seeking opinions, she built SotoMethod in a way that aligned with her vision. Operating in stealth mode allowed her to work without the noise of outside influences, which can often cloud decision-making, especially in the early stages of a business.
During the first eight months, Hoffman operated mostly in silence, using that time to refine her offerings and strengthen the business behind the scenes. As the business grew, Hoffman finally felt confident enough to open up about SotoMethod and start promoting it more actively. By the time she revealed her brand to the public, it had already gained momentum, having built a solid foundation that she knew could sustain future growth.
One key to Hoffman’s success was her ability to understand the balance between working hard and smart. She didn’t rush into the spotlight, nor did she let external pressures dictate her pace. Instead, she trusted the process, knowing that steady, consistent work would eventually lead to success. She also leveraged her existing network, quietly getting feedback from close contacts and early supporters who understood her goals and values.
Today, SotoMethod is a thriving business, earning $10K per month. Hoffman attributes much of her success to the "stealth mode" strategy she employed early on. By focusing on solving a problem she personally faced and working relentlessly behind the scenes, she was able to build a business that was built on authenticity and personal insight. Her story serves as a powerful reminder that sometimes the best way to succeed is by staying quiet, doing the work, and letting the results speak for themselves.
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