AWAI Movement

About

AWAI already exists. Goa is the destination flagship.

Awai (淡い) is Japanese for the space between: not empty, but fertile. The threshold between who you were and who you're becoming. The first AWAI studio opened in Tokyo in July 2026. The second is being built in Anjuna.

Pilates by AWAI studio entrance, Akebonobashi, Tokyo

Tokyo · July 2026

Pilates by AWAI

The brand, method and identity are live and operating in Tokyo, run day to day by Lovnish Bhalla — co-founder of Patta Tea, CAMPFIRE 2025 Fan Community Award, 15+ years in brand partnerships across Japan, India and the UK — with Yukie Shinozuka, a Pilates instructor of 8+ years who leads the studio's practice.

Bare feet on earth

Goa · December 2026

AWAI Movement

A 690 sqm recovery destination on the Anjuna plateau: thermal suite, yoga shala, sound room, pool, dry café and an open-air events ground. Tokyo and Goa run as independent entities under the same brand, with cross-promotion by design — travelling members and a two-city founding story.

A guided session at the Tokyo studio
Studio floor at Pilates by AWAI, Tokyo

The founders

Two founders. Both on the ground in Goa.

Sheena Bhalla

Founder

18+ years in brand strategy and digital transformation, including 8+ years at Google leading Google News Initiative programmes across APAC. Founder of Module Xero, whose Responsible Leadership Initiative runs retreats pairing senior corporate and startup leaders with multidisciplinary experts. Certified 200-hour yoga teacher and NLP professional.

Kunal Bhalla

Co-founder

14+ years across brand consulting, media, startups, F&B and wellness. Five years in the family F&B business before founding Paatra in 2022 — a tableware brand serving F&B businesses across India and abroad. Previously founded a brand consulting firm, and an active participant in the community AWAI is built for.

Both founders are based full-time in Goa through build and launch — one already resident, the other relocating.

A family enterprise across two cities, run with independent entities, clean IP licensing and professional operators in each.

A dedicated GM and Head of Operations leads the 28-person day-one team, recruiting from September 2026.

Timeline

Build the flagship. Prove the ritual.

Sep 2026

Construction starts on the Anjuna plateau; thermal equipment ordered.

1 Dec 2026

Opening: yoga, sound therapy, café and the events ground.

Mid-Jan 2027

The recovery suite opens — sauna, steam and cold plunge.

Late Feb 2027

Founding memberships, priced from real usage data.