Meet Peter Wolf and Edwin Toribio | CEO & Co-owner

We had the good fortune of connecting with Peter Wolf and Edwin Toribio and we’ve shared our conversation below.

Hi Peter and Edwin, how has your work-life balance changed over time?
As co-founders of Rage Ground, we have discovered that operating a unique business such as ours often means blurring the lines between work and personal life. Over time, the scales have tipped heavily towards work, and we’ve found ourselves immersed in our roles most of the time.

Seeing each other every day has become the norm as we continually strive to create the best experience for our customers. We find ourselves brainstorming new ideas, dealing with the operational challenges, or discussing ways to improve even during what might typically be considered downtime.

While this might not fit the traditional idea of work-life balance, we see it as a necessary commitment to nurturing our business. We both share an understanding that starting and running a business, especially one as unique as ours, requires a high level of dedication and often means personal sacrifices.

Despite the constant hustle, we’ve found our own version of balance within this. The passion we have for what we do fuels us and keeps us motivated. Our shared commitment to the success of Rage Ground, the excitement of creating memorable experiences for our customers, and the satisfaction of seeing our hard work pay off – these factors bring a sense of purpose and fulfillment that makes the intense workload worthwhile.

Ultimately, we believe that balance is a subjective concept and it’s different for everyone. For us, at this stage in our business journey, balance means immersing ourselves in work while ensuring we remain passionate and driven. We are aware of the importance of personal time and relaxation, and we look forward to shifting towards more of that as our business continues to grow and stabilize. Until then, we are content in the knowledge that our dedication and hard work are shaping Rage Ground into the vision we initially set out to create.

Let’s talk shop? Tell us more about your career, what can you share with our community?
At Rage Ground, our art is about creating a cathartic, immersive experience that allows people to safely release their stress in an innovative, physical way. We offer the unique service of a rage room, where people can vent their frustrations by destroying objects in a secure, controlled environment.

What sets us apart is not just the novelty of our concept, but also the detailed thought process that goes into curating each experience. From the items that people can destroy to the playlists that set the mood, we focus on every aspect to make sure our customers step out feeling refreshed and lighter.

Getting to where we are today professionally was a path strewn with obstacles. The very concept of a ‘rage room’ was new, avant-garde, and unfamiliar to most people. When we set out to establish a physical location for Rage Ground, we contacted over a hundred properties. We received almost all ‘nos’ in response. This was a challenging period, as we grappled with the discouragement and began to question the viability of our concept.

But we persisted. We remained steadfast in our belief that Rage Ground could offer a valuable and distinctive service. We overcame the challenge by staying committed, refining our pitch, and learning from each rejection. The moment we finally found a property that shared our vision was a milestone achievement for us.

Throughout our journey, we have learned invaluable lessons. One of them is the power of resilience. Persistence in the face of rejection was what allowed us to finally establish our unique business. We also learned the importance of listening to our customers. Their feedback has been instrumental in helping us improve our services and tailor an experience that meets their needs and preferences.

Rage Ground is not just a business for us, it’s a commitment to helping people manage their stress in a unique and satisfying way. We want the world to know that our journey has been one of passion and perseverance, of embracing challenges and learning from them. We believe in the power of providing a non-judgmental space for people to express their feelings, and we’re excited to continue growing and offering this experience to as many people as possible.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Los Angeles is such a vibrant city with so much to offer. If we were to host a best friend for a week, here’s how we’d plan it out to showcase the City of Angels in all its glory:

Day 1: Arts District and Secret Swing

Begin in the Arts District of Downtown Los Angeles, starting with breakfast at Manuela, known for its locally-sourced dishes. Afterward, take a stroll through the district, exploring the local murals, galleries, and boutiques. Grab lunch at Bestia, a trendy Italian spot, and then head towards Elysian Park for a mini-hike to the Secret Swing for a great view of downtown LA. Dinner would be at Church and State, an authentic French Bistro.

Day 2: Echo Park and Hidden Bars

Start with a lazy morning at Echo Park Lake, renting a paddleboat, and enjoying the peaceful urban oasis. Lunch at Guisados for some of the best tacos in town. Afterward, dive into LA’s speakeasy culture. Check out The Varnish in Downtown LA or head over to Hollywood to discover No Vacancy.

Day 3: San Gabriel Valley and Rooftop Cinema

Dedicate the day to exploring the San Gabriel Valley’s authentic Asian cuisine, with stops at Din Tai Fung for soup dumplings and You Kitchen for Chinese dumplings. In the evening, catch a movie at the Rooftop Cinema Club in El Segundo, one of the best open-air cinema experiences in the city.

Day 4: Los Angeles River Ride and Silverlake

Rent bikes and take a leisurely ride along the LA River, soaking in the unique urban landscape. In the afternoon, head to Silverlake, walk around the reservoir, and explore the indie boutiques and coffee shops. For dinner, Botanica Restaurant and Market offers great farm-to-table options.

Day 5: Day Trip to Joshua Tree

Take a day trip out to Joshua Tree National Park. The stark desert landscape, dotted with its namesake Joshua Trees, is a photographer’s dream. At night, enjoy some of the best stargazing opportunities.

Day 6: Rage Ground and Leimert Park

Begin with an adrenaline-pumping session at Rage Ground, before heading over to Leimert Park. Often referred to as the ‘Harlem of the West Coast,’ Leimert Park is the epicenter of African American arts and culture in LA. Check out the local art galleries, boutiques, and jazz clubs. Grab a bite at Hot and Cool Cafe, a vibrant community spot.

Day 7: Pacific Palisades and Vintage Shopping

Spend the morning hiking the trails of the Pacific Palisades or exploring the stunning Getty Villa. In the afternoon, explore vintage shopping on Melrose Avenue. End the week with dinner at the landmark Yamashiro Hollywood, enjoying its beautiful Japanese gardens and panoramic city views.

This itinerary showcases LA’s diverse cultural fabric, unique experiences, and local secrets, ensuring a memorable and authentic experience.

Who else deserves some credit and recognition?
We want to dedicate our Shoutout wholeheartedly to the fantastic team at Rage Ground. It’s their day-to-day hard work, creativity, and dedication to delivering an exceptional customer experience that has helped shape what Rage Ground is today. Each member of our team, from those working behind the scenes to the ones on the floor, contributes significantly to our success.

We also want to recognize our loyal and adventurous customers. Without their support, feedback, and willingness to embrace the unique experience we offer, we wouldn’t have come this far. It’s their enthusiasm for what we do that motivates us to keep innovating and creating memorable experiences.

Lastly, we wouldn’t be where we are without the unwavering support of our friends and families. Their understanding and encouragement have been invaluable during the long hours and challenging times that come with running a business. Their belief in our vision fuels our drive to make Rage Ground a successful venture. So, here’s to all the people who have believed in us and our idea – we are forever grateful for your support.

Website: https://rageground.com

Instagram: @ragegroundla

Facebook: https://www.facebook.com/RageGroundLA/

Yelp: https://www.yelp.com/biz/rage-ground-los-angeles-2

Youtube: https://www.youtube.com/@rageground6455

Image Credits
Peter Wolf & Edwin Toribio