What’s next for Tone It UpSource: Tone It Up

Read pt 1 of our interview with Karena Dawn and Katrina Scott of Tone It Up here.

How is everything going with the Studio TIU app? Did you always know you wanted to create this offering or is this something the community had been asking for?

Scott: “Our first app was an alarm that would wake people up. It was literally our voices waking you up. Our first employee and current Director of Operations Brian Leckrone made it. We were playing around with the idea, and he offered to help make it happen, so he found someone to build it, and he sat in a room and recorded us. We recorded so much for this, and I think at one point Karena was meowing into the phone in case any of our cat ladies might be into it. It was free, and I think we had around 20-30k downloads. Basically the amount of subscribers to our newsletter at that time, which was about eight years ago. We were just talking about this this morning – how far we have come with the community."

Dawn: "For the new app, we knew we wanted to create a studio and bring in other trainers. We wanted to make it feel like girls are coming together in a class and be able to chat beforehand or after. On it, you can download your Daily Moves for free, and then you can get studio access for premium.”

What’s next for the Studio app?

Dawn: “We are launching a new Live feature coming out toward the end of the year, where we will be able to announce that we are having a fitness class live. It will be us or any of our studio Tone It Up trainers teaching. Plus some other live videos. Maybe coffee chats or live talks all through the app like we had done on Instagram Live previously.”

Scott: “We might even do live meal prep on Sundays before the week starts. So you can jump right into everything else during your week. Karena and I always say that it’s easier for us to go live than it is to pre-record a video. When it’s live we can just feel in the moment and feel connected to our girls. We’ve done so many live workouts over Instagram, and it’s so much more fun and intimate and anything can happen.”

Dawn: "The other exciting feature our app now has is a pre and postnatal videos section."

Speaking of community – you regularly talk about how product development is a result of feedback from your community. How are you able to listen so closely to what they share and turn that feedback into a new, successful element of brand extension?

Dawn: "We’re on social media and communicate with our community through email and we read every comment and respond. We’re just really engaged. Our community is very vocal. So we just always keep our ears open."

Scott: "Sometimes developing a product will take a year or two, or if it’s not the right time, even three years. When you have your community and you truly listen to them, in any business, you listen to them. If you stop listening to who believes in you every day you stop evolving. On of my favorite quotes is, ‘You have two ears and one mouth, and it’s best to use them in that proportion.’ For our new products, we listen and survey everyone and ask them ‘what flavors do you want’ and ‘what colors do you want’. There is so much ownership from our community – when something finally comes out, they know that they were part of the development process. This is part of our secret sauce I would say."

What is next for the TIU community? And for you two as founders?

Dawn: "Our number one goal is to grow the community so TIU can be in more women’s lives. And always continuing to listen to the community so they can grow with us."

Scott: "Yes, and growing in a sense where Tone It Up is available to more women. Making sure it’s available to all girls in high school, in college, to mothers and beyond. Equally important to us is making sure that the experience is amazing and that they have all of the tools that they need. Some brands grow too fast and consequently they can’t accommodate everyone. As we grow, we want to make sure that every girl can incorporate Tone It Up into her life and that we are taking her with us where we go. In the app, that’s the best way to do it. That is how the app is evolving: to make sure that they have these tools wherever they are and can connect with each other. Karena and I also feel that our friendship and meeting through fitness and changing each other’s lives is a key part of this foundation. If we can do the same with these women and offer them this connection and whole lifestyle, then that’s so much more important to us than just squats. The booty is the bonus! The community is what we are most proud of.

Day to day, it’s pretty chaotic, but even on our busiest days, Karena and I are able to feel so fulfilled. For instance, tomorrow we are shooting for 10 hours, after today, where we are completely just sitting down at a desk or conference table all day. And then the day after tomorrow is another day full of shooting. The following might be a travel day and then another shoot. It’s busy! For women starting a business who are hustling, the number one thing is to have a positive perspective. If you feel really fulfilled you can get through it with a smile. Karena and I are lucky to have each other."

Dawn: "We are doing what we love to do. Any time there is stress, we know we are living out what we wanted to do. As far as what’s next personally, we want to travel more together. We just got back from Santorini, and it was amazing. Also, our Tone It Up family is growing. Katrina is going to have a new Tone It Up girl! We want to make sure we are evolving as leaders and providing awesome opportunity to the women on our team."

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What’s next for Tone It UpSource: Tone It Up

Read pt 1 of our interview with Karena Dawn and Katrina Scott of Tone It Up here.

How is everything going with the Studio TIU app? Did you always know you wanted to create this offering or is this something the community had been asking for?

Scott: “Our first app was an alarm that would wake people up. It was literally our voices waking you up. Our first employee and current Director of Operations Brian Leckrone made it. We were playing around with the idea, and he offered to help make it happen, so he found someone to build it, and he sat in a room and recorded us. We recorded so much for this, and I think at one point Karena was meowing into the phone in case any of our cat ladies might be into it. It was free, and I think we had around 20-30k downloads. Basically the amount of subscribers to our newsletter at that time, which was about eight years ago. We were just talking about this this morning – how far we have come with the community.”

Dawn: “For the new app, we knew we wanted to create a studio and bring in other trainers. We wanted to make it feel like girls are coming together in a class and be able to chat beforehand or after. On it, you can download your Daily Moves for free, and then you can get studio access for premium.”

What’s next for the Studio app?

Dawn: “We are launching a new Live feature coming out toward the end of the year, where we will be able to announce that we are having a fitness class live. It will be us or any of our studio Tone It Up trainers teaching. Plus some other live videos. Maybe coffee chats or live talks all through the app like we had done on Instagram Live previously.”

Scott: “We might even do live meal prep on Sundays before the week starts. So you can jump right into everything else during your week. Karena and I always say that it’s easier for us to go live than it is to pre-record a video. When it’s live we can just feel in the moment and feel connected to our girls. We’ve done so many live workouts over Instagram, and it’s so much more fun and intimate and anything can happen.”

Dawn: “The other exciting feature our app now has is a pre and postnatal videos section.”

Speaking of community – you regularly talk about how product development is a result of feedback from your community. How are you able to listen so closely to what they share and turn that feedback into a new, successful element of brand extension?

Dawn: “We’re on social media and communicate with our community through email and we read every comment and respond. We’re just really engaged. Our community is very vocal. So we just always keep our ears open.”

Scott: “Sometimes developing a product will take a year or two, or if it’s not the right time, even three years. When you have your community and you truly listen to them, in any business, you listen to them. If you stop listening to who believes in you every day you stop evolving. On of my favorite quotes is, ‘You have two ears and one mouth, and it’s best to use them in that proportion.’ For our new products, we listen and survey everyone and ask them ‘what flavors do you want’ and ‘what colors do you want’. There is so much ownership from our community – when something finally comes out, they know that they were part of the development process. This is part of our secret sauce I would say.”

What is next for the TIU community? And for you two as founders?

Dawn: “Our number one goal is to grow the community so TIU can be in more women’s lives. And always continuing to listen to the community so they can grow with us.”

Scott: “Yes, and growing in a sense where Tone It Up is available to more women. Making sure it’s available to all girls in high school, in college, to mothers and beyond. Equally important to us is making sure that the experience is amazing and that they have all of the tools that they need. Some brands grow too fast and consequently they can’t accommodate everyone. As we grow, we want to make sure that every girl can incorporate Tone It Up into her life and that we are taking her with us where we go. In the app, that’s the best way to do it. That is how the app is evolving: to make sure that they have these tools wherever they are and can connect with each other. Karena and I also feel that our friendship and meeting through fitness and changing each other’s lives is a key part of this foundation. If we can do the same with these women and offer them this connection and whole lifestyle, then that’s so much more important to us than just squats. The booty is the bonus! The community is what we are most proud of.

Day to day, it’s pretty chaotic, but even on our busiest days, Karena and I are able to feel so fulfilled. For instance, tomorrow we are shooting for 10 hours, after today, where we are completely just sitting down at a desk or conference table all day. And then the day after tomorrow is another day full of shooting. The following might be a travel day and then another shoot. It’s busy! For women starting a business who are hustling, the number one thing is to have a positive perspective. If you feel really fulfilled you can get through it with a smile. Karena and I are lucky to have each other.”

Dawn: “We are doing what we love to do. Any time there is stress, we know we are living out what we wanted to do. As far as what’s next personally, we want to travel more together. We just got back from Santorini, and it was amazing. Also, our Tone It Up family is growing. Katrina is going to have a new Tone It Up girl! We want to make sure we are evolving as leaders and providing awesome opportunity to the women on our team.”