A group of 'bros' started an Instagram-run fitness craze that focuses on breathing and dessert

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May 25, 2017 3:57 PM

It doesn't involve hardcore exercise — just hiking, meditation, and "self-realization."

Crosby Tailor is a cofounder of The Wildfire Initiative.

The newest way to work out apparently involves breathing deeply and learning to listen.

Wildfire Initiative

There are four LA guys behind the concept: Bryan Ellis, Crosby Tailor, Netic Rebel, and Abraham Wolke.

From left to right: Netic Rebel, Crosby Tailor, Bryan Ellis, and Abraham Wolke.

These men, who mostly met on Instagram, each have different careers outside The Wildfire Initiative, ranging from acting to modeling. owns a vegan protein bar company.

This is Bryan Ellis. He's a singer and songwriter. He teaches breath work, meditation, and yoga at The Wildfire Initiative.

This is Crosby Tailor, known as the "Commander-in-Chef" of the organization. He's a part-time model and actor. He's also the Wildfire Initiative's "diet and nutrition leader" and bakes ketogenic "fat-burning" desserts.

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He's even baked for Gigi Hadid.

None of the founders has had a formal training in fitness or nutrition. They use Instagram to give followers diet and health tips.

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The class takes place every Sunday, either before or after a hike in Los Angeles' Runyon Canyon. "It is about meditation and self-realization. Everything we do is about hacking the mind, body, and heart so as to dramatically and systematically improve our quality of life," Ellis told Business Insider.

Each class typically begins with some slow movement exercises and breathing.

Then there is a guided meditation session followed by a "casual discussion," said Ellis.

During the workshops, everyone has the chance to try Tailor's fat-burning desserts. These cakes are sugar-, gluten-, and grain-free. Tailor claims that the frosting, made from Blue Majik powder, is packed with antioxidants.

The founders also occasionally run separate workshops, which guests must pay to attend. In February, they collaborated with fitness brand Bandier to host a two-hour workshop that cost $40.

What's next? The four founders are looking to capitalize on the success of Wildfire. Ellis said they are looking into offering online training with both free and paid content, increasing the amount of paid workshops that they do, and setting up retreats abroad.

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