{"id":298115,"date":"2025-12-04T06:47:11","date_gmt":"2025-12-04T06:47:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/298115\/"},"modified":"2025-12-04T06:47:11","modified_gmt":"2025-12-04T06:47:11","slug":"tone-it-up-co-founder-reacquires-brand-as-sole-owner","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/298115\/","title":{"rendered":"Tone It Up Co-Founder Reacquires Brand as Sole Owner"},"content":{"rendered":"

The platform centered around women\u2019s fitness and community is returning to its roots as original co-founder Karena Dawn returns<\/p>\n

Over 16 years after its founding, Tone It Up<\/a>\u2019s leadership is returning to its roots, as one of its original co-founders mounts a bold comeback to the brand.<\/p>\n

Karena Dawn, who helped build the women\u2019s fitness and community platform<\/a> back in 2009, is reacquiring the brand as its sole owner, CEO and creative director. Tone It Up is also bringing aboard Deseray Cummings as director of marketing in the new transition. Financial terms of the transaction weren\u2019t disclosed. <\/p>\n

\u201cThis isn\u2019t just the next iteration of Tone It Up \u2014 it\u2019s a return to why we started, to help women move, feel strong, and stay connected,\u201d Dawn said. \u201cWhile the fitness landscape has transformed, our mission remains the same: to empower women to live healthier, happier, and more confident lives. I\u2019m thrilled to evolve Tone It Up into its next existence.\u201d<\/p>\n

\"KarenaKarena Dawn (credit: Tone It Up)<\/p>\n

With her founding partner Katrina Scott, Dawn helped create a multi-million dollar wellness business with the goal of creating a fitness-centered community for women, entering the digital workout space in its early days.<\/p>\n

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Tone It Up users can take advantage of classes spanning HIIT, yoga, Pilates, strength, barre, boxing, pregnancy-focused movement and more, in addition to the brand\u2019s nutrition offerings including its proprietary protein powder supplement, collagen and probiotics.<\/p>\n

The company initially sold a portion to Tengram Capital Partners in 2018 for working capital, and was later bought by GoSaga<\/a> in early 2025 before returning to Dawn\u2019s hands to close out the year.<\/p>\n

\u201cAfter several years collaborating with private equity ownership, I\u2019m absolutely thrilled to be buying back Tone It Up and taking the helm,\u201d Dawn added. \u201cWhen we created Tone It Up 16 years ago, it was about authenticity, connection and feeling good, and I\u2019m excited to bring even more energy and magic to our amazing women of our community as we shape Tone It Up for the next chapter.\u201d<\/p>\n

The reacquisition coincides with the platform\u2019s new year\u2019s challenge launching in January, \u201cNew Year, New TI-You,\u201d which features original Tone It Up trainers Chyna Malik, Tori Dietz and Stef Corgel who will focus on movement, mental health and feeling good at every stage of life.\u00a0<\/p>\n

Dawn\u2019s return includes additional updates like a website and app renovation, reformulation of nutrition products, a revival of workouts from veteran trainer Kristina Earnest and a new podcast, \u201cTone It Down,\u201d centered on real conversations and connections with friends.<\/p>\n

This story has been updated with an additional quote from from Karena Dawn.<\/p>\n","protected":false},"excerpt":{"rendered":"The platform centered around women\u2019s fitness and community is returning to its roots as original co-founder Karena Dawn…\n","protected":false},"author":2,"featured_media":298116,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46],"tags":[103170,88860,6647,36089,102,120147,56,54,55,120148],"class_list":["post-298115","post","type-post","status-publish","format-standard","has-post-thumbnail","category-fitness","tag-at-home-fitness","tag-digital-fitness","tag-fitness","tag-fitness-app","tag-health","tag-tone-it-up","tag-uk","tag-united-kingdom","tag-unitedkingdom","tag-womens-fitness"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/298115","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=298115"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/298115\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/298116"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=298115"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=298115"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=298115"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}