This month we chat with the beautiful babes behind the Tone It Up empire, Karena & Katrina.
Can you tell us about Tone It Up and how you two got started? We love a good origin story!
Katrina: Seven years ago, we met at the gym on a Friday night and quickly began hanging out. We started going on long walks and talking about our goals and dreams, and we realized that we both wanted to start a community that brings women together, where women can support, motivate, and uplift each other. We started with just the two of us and a tripod filming fitness videos on the beach and we grew into this incredible worldwide community.
How did you decide on the brand name, Tone It Up?
Karena: We talked to the women in our lives and asked them what their biggest fitness goal was. We asked ourselves this question, too. The answer we heard the most was, “I just want to tone it up!” And that’s how Tone It Up became Tone It Up. From the very beginning, we listened to women around us and delivered what they’re looking for.
Can you tell us a bit about the Tone It Up Nutrition Program and membership?
Katrina: The Tone It Up Nutrition Plan will help you feel confident, toned, healthy, and full of energy. It includes everything you need to know to reach your goals, including thousands of delicious, slimming recipes, our meal-by-meal guide, tricks to speed up your metabolism, and tons of science-backed nutrition advice on what to eat and when. When you join the Tone It Up Nutrition Plan, you’ll gain access to every past and future edition of the plan, including the 7 Day Slimdown (we do this before events and photoshoots) and the brand new Bikini Series Edition with new recipes for summer. The Bikini Series Edition pairs perfectly with Beach Babe 5, our premium collection of toning workouts on the beach.
What is one piece of advice you give to someone who’s struggling to maintain a healthy lifestyle?
Karena: Start by making small goals for yourself and take baby steps. Set a one-week goal like, “I’m going to drink more water this week” or “I’m going to wake up a little earlier and fit my workouts in.” That way, you won’t become overwhelmed with big, long-term goals. We make it super easy on ToneItUp.com! We have a Daily Workout every day that tells you exactly what to do and how much time it will take, so that’s a great place to start!
Katrina: Having an accountability partner is key. Tell your friends, family, spouse, and other loved ones your goals so they can support you, And you never know, you may just find your new go-to workout buddy. You can also find accountability partners and tons of support in the community on Instagram @ToneItUp. We suggest making an Instagram account dedicated to your health and fitness, so you can hold yourself accountable and find new girlfriends to cheer you on.
Your social media following and youtube views are astronomical… we’d love to know, what’s your day to day process like from content creation to online publication? Do you do it all yourselves?
Katrina: Karena and I have our hands and our mark on all our social media and every aspect of the brand (challenges, workouts, meal plans) to make sure we’re communicating directly with our community. It’s so important to us that our brand voice be our own.
What’s the best part about being best friends and business partners? Does is ever complicate things?
Karena: Working with your best friend makes every day even better. We get to learn together and share our successes.
What has been the greatest tool or asset in your business?
Katrina: Having each other! Having two of us has been a real support system. It’s amazing having your best friend as your co-founder because you get to experience everything together.
Do you have any advice for other women with aspirations to start their own business?
Karena: Don’t be afraid to take a chance on something new. Change is uncomfortable, but you need to get out of your comfort zone to truly realize your dreams. Follow your heart and chase what you’re truly passionate about. If you believe in what you’re doing and know that you’re on the right path, you’ll succeed. If we never took a chance and went for our dreams, we wouldn’t have this amazing community. Katrina and I always talk about, “What if we didn’t decide to talk to each other that night at the gym?” Don’t let a moment go by, a word go unsaid, or a chance go untaken. And make sure you’re doing everything in your career out of love and passion.
We are dying to know, what's your next venture? We heard you signed a 10 year lease at your new HQ a few years back… where do you hope Tone It Up will be by the end of your lease?
Katrina: We have so many exciting things on the horizon. Check back on ToneItUp.com to find out what’s next! ;)