Ashtanga · Community · Movement
Either way, learn to run.
Most runners treat their body like an engine. Push harder. Go further. Ignore the signals until it breaks.
shala.run is the counterpoint. An Ashtanga practice at the centre — breath-led, disciplined, present. Around it: a community of urban runners who train together, race together, and hang around after.
The space is the product. The practice is the foundation. The run is the reason to show up.
1K races and group runs, organised through the app. Fast, social, low-stakes. Any city block becomes a finish line.
Not a marathon. Not a park run. A kilometre — short enough to be spontaneous, timed enough to mean something. The distance that separates the people who talk about running from the people who run.
The iOS app includes an Apple Watch companion — your QR pass on your wrist, finish positions recorded via the Digital Crown on race day. Every pace is the right pace. Clubs set their own race calendar. The platform handles registration, payments, waitlists, and race-day check-in.
The platform serves three groups. Runners — no account, no email, device ID only, QR pass saves to Apple Wallet. Run clubs — race management, Stripe Connect payouts, sponsorship packages, volunteer coordination, and waitlist management with push notifications. Scouts — talent agents, brand managers, and team recruiters with a CA$149/month subscription, runner directory, and a direct approach system. Deal confirmations carry a platform fee.
One physical studio. One platform. Built to scale to any city.
01 — .run
02 — just .run
03 — .run anyway
04 — .run from it
05 — .run towards it
.run is a domain extension that became a verb. A full stop that became a start. A piece of code that became a feeling.
Anyone who sees it either gets it immediately — or goes looking. Both responses are the campaign working.
The dot before run carries the entire infrastructure of the internet. And with it, the entire weight of a practice.
Join the shala
Four characters. No explanation needed. The dot before run carries everything.
↓ Download Full DeckEither way, learn to run. Five executions of one truth across five colourways.
↓ Download Full DeckThe domain alone. shala italic in cream, .run in terracotta. Five grounds, one statement.
↓ Download Full DeckSeven movements. Forensic architecture, the monthly run, the city as archive. Academic rigour, poetic delivery.
↓ Open the ExperienceA public research campaign. Three series — The Run, The Ledger, The Question — designed to open a civic conversation about how society measures power.
The Device is a free hardware alternative to the app. It does what the app does — registers you for a race, generates your QR pass, confirms you on race day — without a phone, without a subscription, without a screen.
The body is the unit of measurement. The infrastructure that supports it should cost nothing. The Device is that argument made physical. It is a research project of the Rajzyngier Foundation.
The app is the interim. It exists to create the friction that makes The Device desirable by contrast. One is a paid download. The other is free hardware. The difference between them is the argument.
shala.run was designed to publicly engage society on a specific question: why are we still measuring power in horses? The running, the practice, the monthly race — these are not the point. They are the mechanism through which the argument is made in public, on the street, through the body.
The monthly 1K is not a race. It is a reading. Same route. Same conditions. Monthly return. The only variable is you. When you run it, you experience yourself directly as a system with inputs and outputs — food, rest, effort in; pace, time, breath out. This is honest measurement. You do not need a borrowed unit from a 19th-century draft animal to describe what your body just produced.
Once you have experienced yourself as a unit — once you have felt the ratio of input to output in your own body — you develop a cognitive tool. That tool works on everything. Your energy bill. The road outside your door. The car on it. The grid powering it. The policy governing the grid. You start connecting dots you could not previously connect, because you now have the frame. Everything is a closed system. Everything has an input/output ratio. The question is whether it is being measured honestly.
Once you see the world as a ledger, horsepower stops making sense. Not because it is mathematically incorrect — but because it is a unit designed in 1782 to sell steam engines to people who understood horses. That decision is still embedded in your electric car's spec sheet. A vehicle with no combustion, no pistons, no relationship to a horse — rated in horsepower. The unit outlived the horse, the steam engine, the combustion engine. Nobody retired it. The Rajzyngier Foundation is making the case that they should. Forensic architecture is the eventual strategy to understand what a world built on honest measurement would look like.
The measurement units we inherit from previous generations do not simply describe the world — they produce it. The infrastructure we build, the energy systems we design, the policies we write, the lifestyles we consider normal: all of these are downstream of the measurement frameworks that preceded them.
Horsepower is the most visible current example of a unit that has outlived its justification. It encodes the worldview of an industrialist in 1782 — and we still use it to describe electric vehicles, battery storage, and the energy performance of 21st-century systems.
When the public begins to see themselves as measurable — as a system with honest inputs and honest outputs — they gain the capacity to ask the same question about everything else. The grid. The city. The economy. The climate. These are closed systems. They have ratios. The question is whether we are measuring them in units that belong to them, or in units inherited from something that no longer exists.
That is the research question shala.run is designed to open. Forensic architecture — the discipline of reading the built environment as accumulated evidence — is how the Rajzyngier Foundation will eventually study the answer.
Every unit of measurement was designed by someone, for a purpose, at a particular moment in history. The question is whether that purpose still serves the people using the unit — or whether it has been quietly serving the industries that created it ever since.
Horsepower flatters combustion engines. A number in the hundreds sounds powerful, impressive, competitive. The same engine expressed in watts — its actual unit of power — would be a six-digit number that invites scrutiny. 250 horsepower sounds like a lot. 186,000 watts invites the question: 186,000 watts of what, from how much fuel, at what efficiency?
Horsepower also creates an implicit scale in the consumer's mind that anchors all performance comparisons to combustion. When electric vehicles entered the market, manufacturers adopted horsepower ratings immediately — not because it made technical sense, but because it placed electric performance on a scale consumers already understood from petrol engines. The scale itself was inherited from the industry being disrupted. That is not an accident.
The energy industry benefits from public innumeracy about power. When consumers cannot intuitively translate between kilowatts, horsepower, and joules, they cannot meaningfully audit their own consumption. They cannot compare the energy cost of driving to the energy cost of heating. They cannot assess whether a policy is efficient or wasteful without specialist translation.
The persistence of horsepower as the primary public-facing unit of power keeps energy literacy low. A public that understood power in watts — a unit that applies equally to a kettle, a car, a wind turbine, and a human body on a bicycle — would be a public capable of holding energy suppliers and grid operators to honest account. That is not in the supplier's short-term interest.
The problem of inherited measurement is not limited to power. The same logic applies wherever a unit was designed by one institution and is now being used — unreflectively — to measure something it was never built to describe. The credit score was designed by lenders to assess default risk for their own portfolios. It is now used to determine housing access, employment eligibility, and social trust. The unit serves the institution that designed it.
GDP measures the monetary value of transactions — including transactions that represent harm, waste, and destruction. It was designed by economists in the 1930s to measure wartime production capacity. It is now the primary metric by which governments assess whether a society is flourishing. A society that is burning its forests, depleting its aquifers, and selling its children's future shows growth in GDP. The unit was not designed to care about that. It still doesn't.
Cities were designed around the car's performance envelope — its speed, its turning radius, its parking footprint, its road width requirement — all of which were defined in an era when horsepower was the only public metric for vehicle capability. The result is infrastructure that encodes the assumptions of 20th-century combustion performance into concrete and asphalt that will last a century.
When a city zones for roads wide enough for 300-horsepower vehicles moving at 80km/h, it produces a built environment hostile to pedestrians, cyclists, and the lower-power, lower-speed movement that most urban trips actually require. The horsepower standard did not just measure performance — it defined what performance was supposed to look like. Infrastructure planners, construction firms, and road engineers all operate within a system that was scaled to that standard. Retiring the unit threatens to make visible how much of the built environment was built for the wrong reasons.
This is not a conspiracy. It does not require coordination or intent. It is simply the nature of how measurement standards propagate through industrial systems. The industry that establishes a unit builds its products, its pricing, its marketing, and its lobbying around that unit. Competitors adopt the same unit because consumers already understand it. Regulators adopt it because industry uses it. Education adopts it because regulation requires it.
Over time, the unit becomes so embedded that questioning it feels eccentric — not because the unit is accurate, but because the entire system has been organised around it. Changing the unit would require re-calibrating the products, the pricing, the marketing, the regulation, and the education simultaneously. No single actor has the incentive to do this. So nobody does.
This is the structural condition that shala.run is designed to disturb. Not by targeting any single industry. But by giving the public a cognitive tool — the experience of seeing themselves as a measurable system with inputs and outputs — that transfers to any unit, in any domain. When enough people have that tool, the question begins to arise naturally: who designed this standard, for what purpose, and does it still serve us?
Forensic architecture is the research discipline that studies how built environments encode the decisions of the institutions that produced them. The Rajzyngier Foundation's eventual research strategy is to apply that methodology to the world that horsepower built — and to document what a world measured on different terms would look like in its place.
Run clubs on shala.run host timed 1K races through their city. Members who aren't competing stand along the route and carry your brand as runners pass.
They are paid by shala.run from the sponsorship fee. You get a kilometre of street-level visibility with a community that chose to be there.
This is not a banner on a website. This is your brand in the neighbourhood, held by real people, seen by runners, bystanders, and everyone filming the race.
Posters come down when the race is over. Kit keeps moving. A race vest, a cap, or a collab piece worn by a shala.run member on a Tuesday morning is still doing the work — long after the 1K is run.
Kit is available as an add-on to any sponsorship package or as a standalone collab with the shala.
The brand pays shala.run a single sponsorship fee. shala.run handles everything — poster design, print production, member coordination, and payments.
Members who line the route are paid a flat rate per race. The brand never negotiates directly with individual members. The shala is the operator.
The full sponsorship deck plus all four collab poster examples — ready to send to a potential advertiser.
Questions about the shala, the practice, the race, or starting a run club — reach out directly. shala.run is a community first. The door is open.