The homes in Yenokavan, 140 km north of Yerevan, are modest, generally two-story dwellings of Tufa rock – a dense material formed by ancient volcanoes with a characteristic pinkish hue. Many families have their own cow sheds.

Luba describes Verv as the ‘Netflix of fitness’ and her mission with the company is to make sure that every customer feels happy and healthy.

The village is at least 500 years old. By having it built so high in the mountains, its first residents wanted it to be as hard to reach as possible. The remoteness was supposed to keep invaders at bay.