Sounds like "the Marco method" reproduced below for your convenience...
1.
Run your brush under hot water (or simply soak it) for at least 30 seconds.
2.
Turn your brush upside-down WITHOUT shaking it. Allow only the gravity water to fall down and move your brush carefully, since it has to be kept full of water.
3.
Start making swirls on the surface of the soap. You have to proceed slowly, without pressure on the brush. Remember that it's very wet.
4.
Heavily load your brush for about 45/60 seconds making around 100/120 swirls. Please keep in mind that the loading time and number of swirls also depend on how big your brush is and how much water it can retain.
5.
Move the brush onto your face and face lather. Again, be careful, you'll have a LOT of lather to handle.
6.
While face lathering add, slowly and progressively, a few drops of water per time to your brush. Or, alternatively, lightly wet the tips of the brush. I personally prefer to add drops of water to the brush because I have a better control of the soap/water ratio.
7.
You bring the lather to the right consistency.
*** The main concept to always keep in mind is simple: a lot of water + a lot of swirls + a lot of soap = a lot of great, thick, slick and effective lather. ***
"I learned this technique from an old Italian Master Barber with over 40 years of experience and I've been using it with great results for almost 16 years."
Of course its not just for face lathering and works equally well in a bowl. Apologies if this confuses, if in doubt ignore this and just follow Wayne's advice