Tone It Up

Tone It Up is a women's fitness and wellness brand founded in 2009 by personal trainers and athletes who sought to transform the fitness industry by creating a positive, empowering community for women. The company was established after its founders met at a gym and recognized a gap in the market: existing fitness culture was harsh, punitive, and focused on calorie counting and weigh-ins rather than confidence and community. They set out to build something fundamentally different — a lifestyle brand rooted in encouragement, connection, and empowerment. Over the years, Tone It Up has grown into a comprehensive digital fitness platform, most prominently through its subscription-based app, which offers over 1,000 on-demand workouts spanning a wide range of disciplines including pilates, strength training, yoga, HIIT, barre, boxing, and pregnancy-focused programming. The app is designed to accommodate women at all stages of life and fitness levels, with structured programs, daily workout prompts, and community chat features that foster connection among members globally. The platform targets women seeking flexible, home-based or on-the-go fitness solutions — particularly those with busy schedules, young families, or limited access to traditional gym or studio environments. Member testimonials consistently highlight the app's versatility, the motivational quality of its trainers, and the sense of community it fosters. Tone It Up has been widely recognized in major media outlets, including Forbes, which featured the brand for 'Building a Fitness Empire,' Business Insider for 'Creating a Revolution,' and Vogue for 'Being the Pinnacle of Wellness.' The founders were also featured on the cover of Women's Health and SELF Magazine, authored a New York Times best-selling book titled Fit, Fierce, and Fabulous, and starred in the Bravo docu-series Toned Up. In 2025, co-founder Karena Dawn became the sole owner of Tone It Up, marking a renewed focus on the brand's original mission and vision. Under her leadership, the company continues to evolve as a leading voice in women's wellness, maintaining its core philosophy that every woman deserves a supportive, judgment-free space to pursue her health and fitness goals. The brand also extends its reach through a podcast available on major streaming platforms, further deepening its relationship with the broader TIU community.