Tone It Up
Tone It Up is a women's fitness platform offering a subscription mobile app with 1,000+ on-demand workouts, nutrition products, and meal plans. It serves women seeking flexible at-home fitness, with specialized programming for pregnancy and cycle-synced training.
- Company typePrivate
- Founded2009
- HeadquartersHermosa Beach, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Tone It Up does
Tone It Up is a women's fitness platform that combines a subscription mobile application with a branded nutrition product line. The mobile app, distributed via Apple App Store and Google Play, delivers 1,000+ on-demand workouts across disciplines (pilates, strength, yoga, HIIT, barre, boxing, kettlebell, mobility, pregnancy) and 30+ structured programs. Core features include cycle-synced workout programming, live classes with real-time chat, and the #TIUTEAM community layer that supports squad-based accountability. The platform is mobile-first, with programmatic content delivery and a social component, but has no disclosed AI/ML capabilities, no public API, and no third-party integrations beyond app store distribution.
The business operates on a multi-stream model. App subscriptions are tiered at $14.99/month, $37.99/quarter (with a 7-day free trial), and $99.99/year, all billed through D2C storefronts. A complementary e-commerce line sells plant-based protein powder, collagen, supplements, and gummies through the company's Shopify-hosted site, alongside meal plans, a 5-day detox program, and gift cards. Distribution is direct-to-consumer across Instagram, Facebook, Pinterest, YouTube, Twitter, and the Tone It Down podcast, with trainer personalities acting as community anchors. Customer segments are entirely consumer-side women (general, pregnant and postpartum, busy professionals), with no enterprise or B2B channel exposure.
The company was originally co-founded in 2009 and was reacquired by co-founder Karena Dawn in December 2025, who returned as sole owner and CEO with stated plans to revamp digital presence, reformulate products, relaunch workouts, and expand the podcast. The current operating footprint is reported at 1-10 employees, and the company is privately held with no disclosed institutional investors or funding rounds.
Tone It Up firmographics
Firmographics- Name
- Tone It Up
- Legal name
- Tone It Up, Inc.
- Website
- https://toneitup.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Tone It Up is a women's fitness platform offering a subscription mobile app with 1,000+ on-demand workouts, nutrition products, and meal plans. It serves women seeking flexible at-home fitness, with specialized programming for pregnancy and cycle-synced training.
- Ownership category
- akta.pro rank
Tone It Up industry classification
Industry- Product category
- Women's Fitness and Nutrition
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industries
- General Personal Training (In-Person & Virtual) (HSADAAAA), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Meditation Apps, Digital Courses & Online Communities (HSADAJAH)
Keywords
Where Tone It Up is headquartered
LocationHeadquarters
- HQ city
- Hermosa Beach
- HQ country
- United States
- HQ region
- North America
Markets served
Tone It Up business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Personnel, Technology or R&D, Operations, Supply Chain, Infrastructure
Revenue model
- Fitness App Subscription: Monthly, quarterly, and annual subscription tiers for access to the Tone It Up fitness app featuring 1000+ workouts, programs, meal plans, and community access.
- Nutrition Products: Sale of branded protein powders, collagen supplements, and nutritional products through the company's e-commerce platform.
- Meal Plans: Digital meal planning products and recipe collections sold as one-time purchases or included with subscriptions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription at $14.99/month billed monthly with full access to all features. |
| Subscription | Pay-as-you-go | Quarterly subscription at $37.99 with 7-day free trial. |
| Subscription | Annual | Annual subscription at $99.99 with best value pricing. |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels9 records
Tone It Up product offering
Product offeringCore offering
Tone It Up sells a subscription-based women's fitness mobile application that streams 1000+ on-demand workout videos across pilates, strength, yoga, HIIT, barre, boxing, kettlebell, mobility, and pregnancy disciplines, alongside 30+ structured programs and cycle-synced training. The company also sells its own branded nutrition line including plant-based protein powders, collagen supplements, and meal plans through its direct e-commerce storefront, targeting women seeking flexible at-home fitness and nutrition solutions.
Product overview
Tone It Up is a women's fitness community platform featuring a unified mobile app as its core product, supplemented by a nutrition product line (protein powder, collagen, supplements/gummies) and various workout programs (detox, pregnancy, challenge programs). The platform operates on a subscription model (monthly, quarterly, or yearly plans) and includes a podcast as a complementary content offering. The brand was reacquired by original co-founder Karena Dawn in December 2025, signaling plans to revamp the digital presence and expand product offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Tone It Up App Women's fitness mobile application offering 1000+ on-demand workout videos including pilates, strength, yoga, HIIT, pregnancy, barre, boxing, and more. Features 30+ structured programs, cycle-aligned workouts, and a #TIUTEAM community for accountability and support, available on iOS and Android via monthly, quarterly, or annual subscription.
- Protein Supplements Plant-based protein powder providing 15 grams of protein per serving, designed specifically for women, sold as part of the company's nutrition product line through its direct e-commerce storefront.
- Collagen Supplements Collagen supplement designed to support skin glow and overall wellness, sold as part of the company's nutrition product line.
- Meal Plans Subscription meal planning service providing weekly recipes and slimming meal plans designed to complement the company's fitness programs.
- 5 Day Detox Detox and debloat program designed to help users reset and cleanse the body, complementing the core fitness programming.
- Pregnancy Program Specialized workout program designed for pregnant women, offering safe exercises aligned with pregnancy stages as part of the Tone It Up app.
- Tone It Down Podcast Weekly podcast featuring fitness, nutrition discussions, personal evolutions, and lifestyle conversations, hosted by co-founder Karena Dawn and released weekly on Tuesdays as Tone It Down Tuesdays.
- Supplements and Gummies Line of nutritional supplements and gummies including Ashwagandha for relaxation and adaptogen support, sold through the direct e-commerce storefront.
Quantifiable outcome
- Users report increased muscle tone, decreased belly bloat, and waistline shrinkage
- +2 more outcomes
Companies that use Tone It Up
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Tone It Up technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Tone It Up partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Karena DawncoreOriginal co-founder Karena Dawn reacquired Tone It Up in December 2025, returning as sole owner and CEO. This acquisition returns the beloved women's fitness brand to its founding roots of empowerment and community.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Tone It Up competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Tone It Up social profiles
Digital presenceTone It Up financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tone It Up leadership team
Management profileNumber of profiles
Profiles3 records
Tone It Up funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tone It Up M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tone It Up
What does Tone It Up do?
Tone It Up sells a subscription-based women's fitness mobile application that streams 1000+ on-demand workout videos across pilates, strength, yoga, HIIT, barre, boxing, kettlebell, mobility, and pregnancy disciplines, alongside 30+ structured programs and cycle-synced training. The company also sells its own branded nutrition line including plant-based protein powders, collagen supplements, and meal plans through its direct e-commerce storefront, targeting women seeking flexible at-home fitness and nutrition solutions.
Is Tone It Up a public or private company?
Tone It Up is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tone It Up founded?
Tone It Up was founded in 2009. It employs 1 to 10 people.
Where is Tone It Up based?
Tone It Up is headquartered in Hermosa Beach, United States, in the North America region.
How does Tone It Up make money?
Three revenue lines are on record. Fitness App Subscription is the primary driver. The others are nutrition Products and meal Plans.
Does Tone It Up have an API?
No public API is recorded for Tone It Up.
What industry is Tone It Up in?
Tone It Up's product category is Women's Fitness and Nutrition. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADAAAA, General Personal Training (In-Person & Virtual). Its NAICS code is 71394 and its SIC code is 7997.