Meet the entrepreneur helping women tap into their anger
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Lara Moore of Rage Wellness. Photo: Nadia Lopez/Axios
Lara Moore knows what it's like to feel unseen and misunderstood in a world that tells women to stay quiet about their anger.
The big picture: After years of corporate burnout from a career in tech, the Rage Wellness founder sought to create a safe, private space where women could express their frustrations without judgment.
- She discovered that destroying physical objects provided a release missing from traditional wellness routines.
How it works: Rage Wellness operates a minibus catered to women-identifying clientele, with items responsibly sourced from landfill-bound trash.
- A session unfolds in three phases: A quick explanation and safety briefing, 15 minutes of smashing to a curated playlist and a quiet walk to cool down afterwards.
- "Everything is breakable. You can go as insane as you want. You can scream, you can cry," Moore tells Axios. "It's designed so you can let out something primal."
Between the lines: The goal is to destigmatize anger and make emotional release just as accepted as any other self-care practice, Moore says.
Zoom in: Moore launched earlier this year. She's had about two dozen clients so far, a mix of millennial and Gen X women, mothers and women in male-dominated fields.
What they're saying: "I was laid off from my job, and I was kind of going through some things with my ex, so it was honestly really powerful," Lauren Pinheiro, a 34-year-old Bay Area resident and Rage Wellness client, tells Axios.
- "As a woman, I don't really have a platform in which to express anger. So I was really curious to just break some sh*t," she says.
The latest: We put the experience to the test. After suiting up, baseball bat in hand and with headphones blasting Alanis Morissette, Claire smashed her way through various objects, including a toaster and coffee maker, plus a boxing dummy who's seen better days.
Claire's thought bubble: Within a few seconds, I was loving it. It was cathartic and I was exhausted afterwards, not just from the smashing but also from the adrenaline.
The intrigue: Moore encourages clients to bringing personal mementos.
What's next: Eventually, she hopes to open a brick-and-mortar, but for now is focused on spreading the word: "I want women to know their rage is valid," she says.
If you go: Individual bookings start at $100.