Habits and Hustle - Episode 66: Karena and Katrina – Best-Selling Authors and Founders of Tone It Up

Episode Date: June 2, 2020

Karena and Katrina are Wellness Entrepreneurs, Best-Selling Authors, and Founders of Tone It Up. Want to know how to grow a brand? Easy. Actually care. Jen and “The Girls” discuss the organic kinship in their success, the risks and rewards of saying no to money and staying true and investing in yourself, and paths to growth while remaining accessible to your community making sure “every woman can find what she needs.” From DVDs to apps; from pancakes to proteins, these ladies excel with a special “team approach” to make sure no one is ever on their fitness journey alone. Don’t miss this episode if you’re wondering what it takes to trust yourself and stick to your morals in business, or if you’re struggling to find a fitness community that seems to really care about its people. Settle in and enjoy a two-for-one episode with the fitness world’s favorite duo. Youtube Episode to This Link Tone It Up’s Website Karena’s Instagram Katrina’s Instagram ⭐⭐⭐⭐⭐ Did you learn something from tuning in today? Please pay it forward and write us a 5-star review on Apple Podcasts. 📧If you have feedback for the show, please email [e-mail]  📙Get yourself a copy of Jennifer Cohen’s newest book from Habit Nest, Badass Body Goals Journal. ℹ️Habits & Hustle Website 📚Habit Nest Website 📱Follow Jennifer – Instagram – Facebook – Twitter – Jennifer’s Website Learn more about your ad choices. Visit megaphone.fm/adchoices

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From anywhere. Get your first three boards free at miro.com. That's m-i-r-o-dot-com. Welcome to the Habits and Hustle Podcast. A podcast that uncovers the rituals, unspoken habits and mindsets of extraordinary people. A podcast powered by habit nest. Now here's your host, Jennifer Cohen. Today on Habits and Hustle we have the Toner Up Girls and it's one of them is Karina. That's Karina too. And the one is Katrina.

Yes, sir. Okay, so I know about you guys for many, many years and I never ever knew which one was with the Karina, the Katrina. We responded to either. To either. I got my Karen as well. Yeah, okay. We're just like K and K.

K, K, yeah. So there's no, yeah, K K, there's not another one, thankfully, or else that'd be very, that's been awkward, that's been awkward, I'm sure. But you guys have built quite a huge fitness empire. It's pretty remarkable. Is there a command where you guys, yeah, when you guys were like just this wee big,

and there was a lot of different things with muscle milk, with shane, and a couple other people I won't mention. And to see what you guys have accomplished is unbelievable. Thank you. Thank you. So start telling us how would you, because fitness and wellness have become a massive billion dollar industry.

And it's very hard to stick out and when a very saturated market, and it keeps on becoming more saturated. That's fun to serve. Which has been served that 10 years ago. Well, actually, 11 years ago, we started to order that. I know, I've been asking for the 10 years until it's like 20 years.

I'm like, we've had 10 years ago, and we're 15 years, we're 15th, 25th. 15th, 15th, 25th. How old are you guys now? You said you guys are like 36. 30, about to turn 39. Wow, I know. We're already planning your 40th.

I know, I'm gonna have the best 40th birthday party ever. That's amazing. But it's funny that you call the fitness industry this saturated market, and you know, almost like there's a lot of people actually say that, like there's not enough space and it's hard to stand out, which is probably what we all feel. And both Kreen and I heard that and I actually, I worked in Boston as a master trainer and I told all of my clients hundreds of people that I was moving to California to pursue my

dream of fitness videos on the beach and just start a brand. And people literally, I thought they would be so supportive and they're like, you're nuts, the fitness industry is saturated, all of it. And like, you heard the same exact thing. Yeah, yeah. Because prior to us founding tone up together,

we're both in the fitness industry as a triathlete and host and sports fitness model, which I know you from way back then, you've all been traveling around the day and day. Oh my God, that's a great idea. You've got a lot of braiding here. You've got a ton of braiding here. So that's more than 13 years ago.

But yeah, and then we came together, but we had a passion and it was, I really think that told me that became what it was because it was such from a place of the heart. And it was never about us. About us, it was so much bigger than us. I think that from the moment that we met, you know, tone it up is not, it's not like fit by,

fit body by Karina Katrina. It's a community. Everything you'll notice to everything from day one has always been, this is your workout, we're not like this is my favorite booty workout, this is my favorite yoga routine, we've always been serving our community. And the moment that you make that shift and you serve others, that's when you go like this, because then people say, oh, this is for me, not, that's all about them. Well, if you came from a place where fitness both changed both of our lives

from capping the happiest girl in grade school to me going through living with a mom who was mentally ill and like going through deep depression and fitness helped bring me out of that. Like we literally, like going for a run, lifting weights, like taking that time for yourself and boosting those endorphins, like changed our lives. And we really wanted to share that with other women, but at the same time, when we started toning it up. Yeah.

We wanted to have fun. We didn't want to take life too seriously, because that kind of do that all of our lives already. Well, you did something, I think you do a lot of very smart things early on that helped build your brand. No, you did. And I remember, because at the time, and you can correct me if I'm wrong, right?

Because I didn't know you guys back then. But you guys, when you kind of created the tone and up girls, you guys would do everything together. It was not like, oh, today, what if you wasn't available or something? It wasn't like, OK, we'll have Katrina today or we'll have Katrina or Karina or whatever. You guys always seem to make a concerted effort

or those part of the brand to always be as one unit. It's funny that you say that because there is a role of community and a feeling of that. And of course, Karina and I are individuals. And she has an amazing program in our app that is tone body, tone blind, which is a tongue twister every time I say it, I say it wrong, but I just did it right, and then I have my pre- and postnatal programs, and of course we have workouts, so we teach individually sometimes, but then

there is always a sense of community, and if you go to our Instagram, these are like the secret things too, where you look at our pictures, we've never photographed or we've tried not to, if we feature someone else's picture, but our siblings siblings there's always two. If there's a glass of wine on a Friday and we're like it's Friday and Rose it's always two glasses of wine. If there's if we're featuring a recipe from our plan it's always two plates. So subliminal A2 you look at our content and you don't feel alone and that has been our biggest thing is that we don't want anyone to ever feel alone in their journey because they're not.

It's clever though. So everything always had intentional. It's intentional. Yeah, that's what I remember back there when I heard that, like, oh, you guys would always have to do things together. There was a bigger method to the madness and there's a very strategic. And people, I guess at the time,

didn't really even think about like what that was actually doing, but I think what it did was help build the strong community that you guys have. And when you look at a picture of a smoothie by itself, it just looks lonely. It's really honest when I'm camaraderie and friends. Yeah, I'm a beautiful life friend. Yeah, when you know, there's, there's thought and strategy behind that, right? Yeah. Yeah, we never said like, this is our business plan thought and strategy behind that, right? Yeah. We never said like, this is our business plan and this is strategic. We still don't have a business plan.

We're like, or whatever. It's all based on a feeling. And I think that for anyone that's even starting their business or wanting to pursue something, think about what message that you want to share with the world. How are you going to change people's lives? We were literally talking about this on FaceTime this morning, like making sure that everything that we do, no matter what in life, is aligned with our mission. And so if your mission is to change lives and help people, make sure that every decision around that feels that way. And then even if it's down to your

Instagram or a Pinterest photo shoot where you're taking a picture of some product that you're selling, do you want to get to feel alone or do you want to have a sense of people are doing it together and then they're also sharing. And so our girls, for the first decade, we have never done like paid advertising or anything like that. It's because there's always share this with a girlfriend. And if you have this sense of sharing when you absorb content and all those things, then you out, you do want to share with a friend. And everything, all of our emails and everything that goes out, we have these rules that it feels like you would send it to a best girlfriend. And we've reviewed things too with our team where we look at it and we're like, I want you to send this to your best girlfriend and see how she responds.

She's like, why are you sending me this and why do you sound like a robot? Or which is really great if you hire copywriters too to help with your content See how they feel if you say I love this send it to your friend and say nothing and then they're like, oh, okay You know what let me make this sound like I'm really helping someone and then that's how your community will absorb it too Right, so that's that's good I like that actually that's good advice for people when they're building their brand. So how many people do you have working with you guys now? How big is tone it up? Believe our team is 40ish. 40ish. Yeah. So yeah, we have some interns. They move on, then we hire them, and then today we just

hired some manoe. so it's amazing. It's amazing and then a lot of girls start their career with Toner Up and have flourished and they're on doing amazing things too and we talked to them all the time. So it's really, really cool what they learn at Toner Up and then we just heard from someone yesterday that was like, I know all the times that you were talking about this at Toner Up but now that I'm working at this other company, they're trying to do that. And could you just come here and talk to them?

I think being able to achieve community is something that it can't be written into a business plan. It can't be like, it has to be something that comes from a place of like what Karina was saying where it's like, I truly want to do this. And then every decision from there is really easy. And then it makes sense when you look at your content and you say, you know what, this didn't feel super inclusive. So let's pivot.

So then how do you guys, okay, let's, I want to talk about building the community because I think that's like the crux and core of how you guys became so successful, right? I think that, and also it's not so easy to build because people try all the time and they can't do a good job at it. So besides, of course, like doing those pictures or having everything with twos and doing things together as a unit, what other ways do you think we're kind of the reasons why you're able to be so successful with it? Well we start we are and I think we still are the only fitness duo. Are we? Are we? No, I feel there's a lot of cute girls

that are partnering and starting things together. So I don't really really want. But it might be the old and maybe the first one. We were probably the first one. When you were in first came out and we were as a filter, we didn't even know what Instagram was, which is like crazy. Oh yeah, so again, yeah, you hold exactly. If you love the Habits and Hustle Podcasts and are looking to add more podcasts to your weekly routine, I have the podcast for you.

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Beth and TikTok, yes. I am, but I don't think I understand that. I only upload my pomeranian. I was told like, dogs are really popular on TikTok. So you have dog videos? Yes. I'm just entering the dog business right now. So I'm glad that that. So you're gonna have dog videos? Yes. Okay, yeah. Now we're entering the dog business right now.

Well, I'm glad that you're like, still, also confused about take time. Yeah, because, are you on it? Well, no, I'm like older than you, obviously. So I'm even older, like, you're not obvious at all. I don't know if Dan's video the other day, and then I learned it. So you're good at like, dancing, you're like, I don't have time. Well, I know. I know. But I think I gotta learn it. I just did my time. Like, I know. I know.

I've got to learn it. I just did my first one before you got here. Oh, yeah. With Anise and a daughter Katie Austin. Oh, Katie here. She got a Queen of Tiktok. A Queen of Tiktok. Yeah.

We can have a Tiktok. You're going to do this. It's moving on. Yeah. Yeah. Mirafir. Katie has gone viral. Like, she amazing. Oh, she's amazing. And that's someone that we've watched too, where she has developed her fitness career.

And she's doing incredible. And she's been editing her own videos. And she's very entrepreneurial coming from Denise Austin, which is incredible. She's doing it on her own. And she's making a name for herself. So we're really proud of her too. incredible. She's doing it on her own and she's making a name for herself, so we're really proud of her too. No, she's doing amazing. And also, like, what I loved about when I, when I met her, what I love about her is that she's like, she's authentic and she's smart. She's known as a pretty face who can move her body.

She actually has a pack of her package. Yeah, but she's got a pretty face and she didn't. And that's what I thought. That's what I thought. I don't like that. I don't like that. I don't like that. Oh, I know. How did she do that? Well, trust me, you wouldn't want to do a TikTok with her like all the time. Like her leg. No, I actually learned how to do this like leg thing that she did like, like a single. Well, you a dancer though?

No, I mean, I dance. Okay, well, yeah. I hold. In the shower. And Dave. He's actually. I thought Dave would show our kids that. Like his love that song. All right. First song. Yeah, yeah, I hold in a shower and baby Exactly.

I'm gonna show our baby exactly. I just love that song. For some reason I actually know that song. It has to come kind of viral too like a main street. Yeah, I should just do TikTok of baby shark. You do, exactly. I think I'm gonna catch on. Yeah.

I'm gonna be honest. So, okay, so no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no I Yeah, I Know I have Baby So grumpy old nine year old senior in a six-month-old god Okay, and you're married you said but no kids and you you have a kid you had a kid had a kid I had a tour. You had a kid. I had a kid.

So you got it. I had a tour in Montessori yesterday. I was like, I'm going to talk about the tour. The tour that like a Montessori in school. Oh, yeah. And it's so crazy. She's so young, but she could start going to school. And I'm like, I was like sad by it.

And he were going to talk to me. I'm sorry. I know. I was like, wait, this is where, and then her chair and her cubby and all the little kids were running around and I left and I was like crying, like oh my gosh. Oh, it's happening. Just wait, this is nothing, just wait.

I mean, when I was four and seven, I remember yesterday, we were just baby, baby. So that's what happens. Wow, I kind of believe that you even have a baby. Like I literally remember the two of you. I mean, I thought of you as like little kids and little girls. Like, all of the girls. Now we're like, I just need to be the team that tone it up women. Yeah, exactly.

I mean, he's a little bit of a play now, so it's like, I'm so excited. So that's what the ladies girls are like. Maybe she's a lady's. I would like to play with these now founders. Yeah, founders and tone it up. The tone it up ladies. Yeah, that's what they both, I mean, you're still ladies. I would like to be ladies now, founders. Yeah, founders, the tone of the ladies. Yeah, that's what they both, I mean, you're still girls though, you know.

We should start a new hashtag, T.I.U. Lady. Yeah. So yeah, I'm giving you all these great business ideas. I love my name, right? I think you should come over more often. Yeah. Okay, sorry, so the community, so let's get back to the community.

So you did a couple of business. So you're building more communities. Yeah. What were other things that you guys did to help build the community, so let's get back to the community. So you did a couple of good things. So you did a couple of good things. What were other things that you guys did to help build the community to make it? Do you think at the time though, it was because I know it was like super saturated. Nobody was doing the duo like you two,

like you were saying earlier. I think like, we did so a lot of things. I think one of the biggest things is, we never wanted to sell anything. We were there for a purpose to make women's lives better. And even now, we don't feel like we sell. We serve our women's, what the community wants. Yeah, we have nutrition products and they're available

and target crogr and then they're about to get a kind of different layer. I was giving you all of that. Yeah, which is great. But we just literally had no idea. Yeah, but we're just excited. It's the same thing. Everything that we've ever put out there

has always been something that they requested, or it's for them. And so whether, and I think a lot of people are eager to do that. They're eager to start a business and then sell something right away. And then they sell as a really hard sale. And then it's direct sales. And then it feels like, is this person really

care about my goals? And again, just go back to your why, and say, how am I serving these people? And I really care about their lives. What do they want? And we, I think it's listening. When you listen. We do so much listening.

And literally it was, what kind of protein do you recommend? And we came together and we're like, we don't have one that we Would not recommend anything that we and so we then Formulated your own but we have first began we guys just doing beach videos or what was the what was the beginning stages like? YouTube cat was on YouTube one of the first Right in the sex first back in the day and even when she met me and was like fitness model first was it you were you I was not modeling You got me my only modeling job with Oakley okay I went to a lot of casting calls when I first moved to LA. She got me into that and I never booked anything so

Don't go right in there. Oh, there's not true. I don't know anything. What did I go? What I don't want if I didn't know. I don't know if I didn't know. I don't know if I didn't know. I don't know if I didn't know. I don't know if I didn't know. I don't know if I didn't know. I think, how is that possible? I feel like you're always going to be key. I didn't want to sketch anything, but we're not going to talk about anything. Oh, wait, no, I did. I did.

No, no, no, no. No, no, no. No, no, no. I just, I booked that and I thought about it and I was like, no, I'm just kidding. I did do a perfect push up commercial and I could only do so many push ups that they ended up having to turn the red cameras and put me against a wall and put my toes against the wall. And have me do it. And so that way it looked like I was doing push ups and they put my hair in a bun. And so I was doing it because they're like

like talking to the things. They're like she could only do 12 push ups. We need to flip the cameras. Oh my gosh that's a great little story. It was fun. I think I told you were actually just doing a push-up against the wall. Yeah absolutely. Yes. But yeah so I was competing in triathlon, doing sports and fitness modeling, hosting. She was on YouTube hosting personal studios and doing personal training. I was training the mayor of Los Angeles which was like super random.

I was a mayor of Los Angeles. which was like super random. And the mayor of Los Angeles. Oh my gosh. I go jogging with him in a security. And then he was like, let me just introduce you to my friend Ryan Seacrest and all these people to personal training. We're Ryan Seacrest's personal training. No, I, soon after that, Kriya and I had a conversation and we're like, we also didn't want to train any celebrities when we were first starting because we didn't, because then if you personal

trains with a celebrity and that was, that was a very slippery slope, I was about to get connected with a lot of people. And so we made a conscious decision, you know, let's make sure that our celebrities are community. They are our gorgeous, amazing people. They are VIPs. We aren't amazing trainers because we train this a-list celebrity or this person is coming on this movie. We are the trainers to the people that matter the most. And those were things that we sat down and were like, okay, and we got a couple offers to train certain people.

And we kind of said, who are the peanut besides Ryan's secret. I mean we don't talk about it. Through people that we all both know from back in the day. I wanted to turn into like Kriina Katerina turned down so and so to train. That's interesting because a lot of people take that opportunity to leverage that relationship, right? They want someone else to put them up there. And so I like this. I mean, I'm very, I think that's a, I'm actually quite impressed that you guys would, because at that time you guys are young girls. Yeah. And that's like an easy, fast way to get successful and to get a name for yourself and build

no derideyiety and you guys decided at that moment at that age to not go that direction. We said no to a lot of things and I think that's another key thing on how to build our you know tone it up would say no more than yes. There's a lot of temptation we said no to a lot of money and for reasons that didn't, they weren't in line with what we believe. Even the protein thing. Yeah. So we had a lot of endorsement opportunities when everyone was talking about protein and because we were always making protein smoothies and pancakes. And so instead of taking, you know, a couple thousand dollars a month per month and turning it into a sponsorship

where we tell people, this is the protein that we use. It wasn't the protein we used and we didn't feel right about recommending something that was bloated with ingredients that we didn't believe in. So we took all of our money and invested it into creating a protein and then now it's the number one selling protein at Target. And so saying no. Yeah, for a couple years now. So I think saying no to certain things, know that you're saying yes to yourself and you're great as potential. And again, I think writing down what your main mission is, how you want to help people

and make sure it's all right. And I do think that there's a lot of shiny things that happen, especially in California and in LA and getting an agent, which I know that we shared the same agent for a while. So there's a lot of things that come to you. And then we said no to a lot of things for that too. Like book deals that didn't feel like the right book for us. And we said no to a lot of different TV. We said yes to one TV. And we did a docu-sense show, right? Yeah, probably. Yeah, how did that go for you? It was amazing was a show, right? Yeah, it was a show, right? Yeah, it was a show, right?

Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right?

Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right?

Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? Yeah, it was a show, right? That's the other thing too is that you can go to someone and which way and know that we know about the same people and have them create videos for you and you know produce things for you but we decided to independently do these off because really back in the day she was like don you back in the day. She was like, don't let anyone, oh, she was just on your podcast, so you could imagine her saying this.

I could absolutely. She was literally screaming from her balcony to us, because she's one of our neighbors. And she was like, don't let anyone own your content. Don't let anyone do that, and she's like, independent, produce your videos, girls, and we're like, okay. So we did.

Yeah, and we dumped all of our money into that. Everything, that was the other really cool thing is, you know, as entrepreneurs, you're very tempted for the first amount of money that you make to then start buying things for yourself, but invest in your future and your community. And we just invested into our community for a decade. Everything that came in, we put back into our company and we've won broke many times. And so there are so many times where we said, we have an opportunity to make this change

and to serve our community in this way. We're going all in and we risked everything. And a lot of people don't really hear sometimes and also it's hard to do right because people want to make the quick buck and it's very hard when you're like you know you're kind of like climbing up the ladder of success to say no and you know the fact that you you were able to be strong enough to say no I mean it speaks volumes. How will you you know it? How are you able to do

that? Because I know that and I know that to be true, because I do remember a lot of different things that have been like from the periphery, my, you know, my memory that I would be like, how come, why would they say no to that? Or how come? And then like, you know, it's not until later that, you know, it makes sense.

You know? Yeah. So how come? I don't know. How do you think? I'm very good? You're good That's right, that's true

I was supposed to have a request to get some How do you say no? Literally, yesterday she... I would have been on the phone for 10 hours, but she was right to the point She's like, okay, how much time do you need for us? And we'll send you our rates, and there we go And I was like, that's why I have cream in my life Right, sometimes it's easier for one than the other Because I was like, that's why I have created my life. Right. Sometimes it's easier for one than the other.

Because I'm like, let's collaborate for free. Well, that was. Also, the thing in the beginning of time, where we did want to grow and provide for our community. But then it gets to a point where we, it is a business to continue to grow the community. You have to have an income. Some decisions.

So there it is. It's just like, yeah, that's what it is. If we were up to us, our protein would be free. Someone could walk into Target and just take it off shelves and leave. Like, that's cool. But there's a lot of things that goes into creating a high quality product. And then our workout videos, and we independently produce those, but we have, you know, 30 people on set that we pay,

that have families, we have. 30 people? Yeah. It's incredible. We make these videos. Yeah. It's crazy. What do you think 30 people for?

I'm curious. 30 to 4 different cameras. Yes. Assistance on the cameras. Yeah. for different cameras, assistance on the cameras, director, hair, makeup, stylist. Almost like handlers. Making sure that everyone's coming out

because we have a lot of different trainers now too, that do different, like we don't teach dance or kickboxing and pretend that we can. So we have different instructors that are incredible that are the master at their art. So they have come in and it's really cool and then some of our office even just comes down to help behind the scenes, social media, creating content from content. So for every single piece of content that we have, we create probably like 10 to 20 other pieces. Yeah, that's social videos, your content centers. And then we are.

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So wait, let's break it down. So I'm going to tone it up on Brawla. What do you guys have? You guys have DVDs, obviously, fitness DVDs. Yeah, we are. Let's evolve into our app now. We're only in the app now. Oh, so we're in the OK.

So DVDs are, now you have DVDs are like old school, I get it. But like, that's how you would still use the DVDs. I know, I I get it but like I know I was just in a dentist before I'm like you know I actually like using DVDs it's easier yeah I'm honest I love them but I know it's not cool and people don't use them anymore but okay so you have the DVDs that now morphed into the fitness app right and when did that app come out a few years ago 2017, September 2017, we did have an app before this one that was in alarm and we would wake girls up to work out and say get set it and it was a motivational message. Sometimes it was our cat meowing so we just got some really

funny ones in there. But some of this and nutrition in the app. And then we have our nutrition products. Yeah. Also you have nutrition in the app. Yeah then we have our nutrition products. Also, you have nutrition in the app. Yeah, our recipes and our nutrition program. Are you going to do it like I, are you guys big chefs or cooks or? I love to cook. She's the chef. She likes to make some.

Yeah, I studied nutrition and then she cooks. So really, so is it all your own recipes? Are you helping? Yeah, help you. We formulate it in our office. Yeah. With two of you, we've had you guys. Yeah. And then we have nutritionist. And we have, if we're like, okay, we want to spruce this up for the holidays, then we have like

Jenny, my gosh, who we know through Oakley, like that whole crowd. She comes in and then she, she's knows how to take flavor to the next level. But definitely all of our protein pancakes and smoothies, those things, especially like the original recipes, were things that we came up with. Wow, so the app that has your workouts and the nutrition. Yeah, we just add a nutrition, which is really cool. How is it doing? That's amazing. Really? Yeah.

And the free download. It's a free download, and you actually get free toning moves that is like a glimpse into work at videos and then for everything follow along, it's 12,99 a month but then you can also buy like for a year and it's like 23 cents a day. It's amazing. It's like a day. I know the sense of day. Yeah, it's a no brainer.

I mean it's much depated on you to a class. Yeah. Right. No, no, no, no. But if I were to go to a class, I'd never explain. So you guys have, so you, is it, how do you guys do it, though? Is it like a weekly workout or how does it break down?

So you can sign up for a program, and we have tons of programs from like string training. I just launched my tone body tone program. I see. I know, I guess it's easy. Which is all about yoga and meditation, so really incorporating mind and body. Cat has pre-imposed natals, we have the beach-bay program, we have love your body, so you can choose a program and start anytime.

Also, there's different programs, and you program how long? It depends anywhere from like two weeks to six to eight weeks. There's a group of girls that are all getting married around the summer that are all doing our beach babe program that will get them ready for the wedding. So I think that's a cool thing about toned up is you're not counting calories, you're not counting macros, you're not counting the minutes that you're doing a workout, you're not doing one workout that everyone else is doing that day.

We understand that every single woman out there has her life, her thing, she's busy, and there's a lot going on, and this one might be getting ready for a wedding, and this one might be just approved and just had a baby and needs to take it one step at a time, and could see everyone doing a hit workout and be so intimidated and then give up. So, there's so many unique paths in life life and all these women, even though we're all in this together, we wanted to make programs so that way everyone felt like something was for them. Because at the end of the day, and that was one of our biggest decisions, machine, the mutual friend of mine. He was like, you know, the most

beautiful thing about toned up is there's so many different women of different walks of life that they all come together And you girls have so much to offer we really need programs in the app and we looked at them We're like because we used to do the same workout for everyone every day and we're like, you know what you're right So you made it you kind of like you kind of just broke it down into cat like just people categorically. Like you will be for this. Yeah. It's also very smart. So and Shane helped with that obvious. Yeah. Okay. He kind of convinced us because we were,

we were like it's really cool for camaraderie and a community to do the same work out of every day. Kind of like CrossFit, I know CrossFit does that. They're super successful and there's so many reasons why they're incredible. Well, it's both community, that's why they're the same as you though. Yeah, so much respect for them. And, but when Shane was just like, it was, it was almost going into, Karina was really exploring meditation and getting her certifications for that. And I was pregnant, and he sat us down, and he was like, you know,

sometimes that's the other thing, as an entrepreneur, that you got to get, you got to talk to other people to get out of your own head. We have so much tunnel vision sometimes because we're like, well, this is something we've always done. And even getting nutrition in the app, we're like, but it's always been in a PDF for people to download and then they print

and put into a buyer. That's what. That's what getting away from DVDs. Yeah, getting, no. We're like, but we still have a DVD player. Like why? But really, there's so much creative brilliance around you, and it could even be your mom.

It could be someone that you're like, what do you think about this? Like you know me, but you're also on the outside and like how do you feel about this? Or it could be whenever we meet any tone and up girl anywhere. Where like, how did you find us? What do you think? Anything that you wanna see for tone up

because sometimes that's where you get your best ideas and again, it's all listening. Yeah, it's great. I was at the airport yesterday and in the security line of girl came up and she said, I'm sorry, are you Korean? I'm just signed up for your program

for getting ready for my wedding. Oh, I actually had just discovered us, but it was through another girlfriend, and who had referred her. That's what I was thinking about. So, you know, that stuff is nice. More from our guest, the first a few words from our sponsor. So, I've been playing the game best fiends for quite a while now. And I really like it. I'm liking it more and more as I play because this is a game that actually has to use your brain.

So you're constantly engaged. And the more you play, the harder it gets. They have all these levels. I've been playing with my husband and my close girlfriend for quite some time now. And we're all very competitive. I believe I'm on level 600 and 60 and my husband is still beating me I think is at like 704 and it's just an awesome game it's super fun and they're constantly changing it so it never gets boring. So it has literally thousands of levels already and they constantly

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of his time. Because he's hilarious. He's like, he'll do the workout. The Bobby booty. Yeah, the Bobby booty. He's like, oh, that's so funny. But mostly you say, it's mostly women. And I do your husband, OK?

I mean, it's mostly women, right? How many people are in the community? Gosh. I would say a couple million because we have a million and a half on Instagram and then of course there's overlap with our email and then there is our traffic on our site. I think, you know, some people aren't on certain things and they're just like, maybe a few million, a few million, maybe a few million. Like an email list?

How big is your email list? That's like 1.5. Just great. Just great. Yeah, yeah. And then so you guys, say I know you say you're on YouTube, so too, do you get as much, like what's the, from comparatively speaking, from like a YouTube

to Instagram with your biggest platform, Facebook? I mean, it's shifted through the year. Yeah, I know. I know where people go to get their content. Yeah. So we're not as much on YouTube anymore. We're in the beginning. We're on YouTube a lot.

Facebook is one of, it's not like we struggle with Facebook, but in Instagram we definitely feel like the content that we put out there reaches the woman that is looking for it. With Facebook, we have a more difficult time. You really do have to pay to reach even your own plans. And so Instagram and Facebook are the same. Well, yeah, they're now starting to be like that. So for a while, Instagram was a lot easier

to reach our community. Facebook, we felt like even if someone liked our page, they weren't seeing our content list we paid. And since we were putting our money towards our app and trying to get our protein on the shelves everywhere, like we had to make decisions where, okay, we're not gonna pay to play on certain platforms, but Facebook is incredible when you pay

because you can literally target people who have already liked your page of certain ages. It is some of the best marketing in the entire world. Like, if you have a business, you could have your entire business just on Facebook. Yeah, you could have, yeah, and you could have your entire business just on Facebook. Yeah, you could have, yeah, and you could have your entire business just on Pinterest. And I'm sure TikTok. Yeah, Pinterest. LinkedIn is a great growth platform right now. So

there's so many things that's just for us. It was like, it's also, even if we have 40 employees, you'd be amazed about everyone not having enough time in the day. Our team at the end of the day is like, it's 5 o'clock. They're like, no, I need a couple more hours. That we're all just like, oh my goodness. So, yeah, I think every single platform is amazing. You just have to play the right way with each one. So are you guys now having to do a digital advertising to kind of make sure your audience even sees it?

We're gonna try. We have to kind of, I think that we need to work with people that know how to do it because that's something that we're not experienced and we're experiencing it organic marketing. Yeah, and that's what we have done for you guys. I know the whole time, but it's not even someone you guys is some work with how the algorithm has just changed that way where you do. I mean, it's the more of how the algorithm has just changed. Yeah.

Where you do, I mean, it doesn't matter who you are. Yeah. Lots of it I was trying to put together look-alike audiences just to play around with the new back end of Facebook to try to explore it because it is carrying over to Instagram. Just because we do need to learn more about it and we don't want, it's always changing. Oh, it's changing every day. That's the thing. And I know a lot of people I speak to

and me, everyone, like, it leaves you with very little, it gives you no chance, you have to kind of be free to wrap your own audience. And we don't even focus on like, we need to reach more people, more people like, we don't reach our own audience that are actively said, I want to be part of tone it up. And then that's why email is really one of our best platforms because we know that it's going to her and she is going to receive it. But yeah, social, you just never know what's going to happen. With YouTube, that started to happen too.

Everyone, our videos, they would be seen by the same amount of subscribers that we have. And then now it might be seen by 30,000 and we have probably 800,000 followers. I don't even know. Yeah, it's really something else over there. I know it's very, and everyone says the same thing, it's super difficult. So to be part of the community, what do people have to do? Is it just to sign up? Is that what's the

process? Yeah, you can sign up at tognup.com, half tag T.I.U. team on Instagram. And the, you can find out at tognup.com, half tag TIE, YouTube, on Instagram, and the, yeah, is it just to be getting the newsletter and get opportunities to do that? Literally. For us, it's just conducting with other women. Anyone right now, even listening,

they could just be like, I'm part of the community, and then you are. You're not paying to be part of the community. There's no, there's, you don't even, we need to need your information for you to identify yourself as part of the tone of community. So every woman is welcome. And then you can download the app and do our toning moves for free,

or if you want to do some of our work of it, videos you can. And then we also have our products that are available at Target too, and then hopefully more more places. Yeah, so then I said like, so under the tone of that umbrella, you have the app, and you also have the products. So we're besides the number one selling protein powder at Target. What kind of flavor is by the way? Oh my gosh, we have the most amazing bars, birthday cake, the past, the orange too. Protein bars, bites, ready to drink, like a drink like a drink. Yeah, Yeah. And then we have chocolate, vanilla,

matcha, mocha, protein, these are all protein flavors. In the powder? Yeah. I'm blocking out. Oh, we have cinnamon roll limited edition right now. Oh, we have collagen. Oh, the collagen. You have that many? And we have coffee roll limited edition right now. Oh, we have collagen. Oh, the collagen. Do you have that many? Mm-hmm. And we have coffee creamer. Oh, man. There's only a target deal on the target. No, target CVS, wagerie, crier, and then a bunch of more grocery.

More places. I think there's one to skew right now at Target, which is amazing. It's a lot of work to do that and make sure that those products are available. Target was, they came to us, which was really, really cool, that they approached us and someone that was a buyer at Target was part of the community. Pretty much everywhere. Everywhere that anyone reaches out, it's someone that was part of the community that believed in our message that said, you know what, I love our products to be available

on our shelves at this company. Like let's reach out. That's great. And then our ultimate goal is to make our products more accessible to our community. So the more we get in, you were gonna say spread. She's always like spread, and my friends spread. That ain't exactly what I knew about it. We get in you were gonna say spread and I know it's spread

So basically your products have been sold everywhere And you do have others so when Target came to you and you guys self-funding do have like some investor that helps you develop it or is Target a partner and helping you? You know produce it because it's expensive to produce a product. We've always self-funded. We did bring on a partner to help us grow with the nutrition side back up years ago and we needed a bad point because like that was like Supplying demand and we were, we are risking our houses. We were like, we were so self-funded. We were risking our entire lives to make sure that we were bringing all of our things to our community. And at the time we had gotten offers from probably 30 to 50 different investment companies and being a friend of a friend and it's cool because

it's a supportive partnership where they say we want to help serve the community and they know our mission and they are aligned and that's the most important thing when you do that is that someone doesn't come in and only care about money or taking from a new cell. Who manages the operations of that though? Because that nutrition can be tricky for a while. For a while, a shame. And then my husband co-founded our nutrition products with us. And so he, all the product development, product innovation, all the flavors, all of those skews actually at Target right now, he developed with us and even Manufacturing and all those things like we have part of our team of 40s. Yeah

All about us Yeah, we are not Formulators. Yeah, we know what how to do a good taste test Post-end picture is like wearing like a like a cab over his head and he's like, how does this look lady? So, do you have a really close thing that's like, you do it in, I don't know what you call it, I don't know what you call it in the consumer world where you're making the progeny's being made.

The formulation? Not the formulation, I just don't know the name of it. And it was made in a duet apparently. Exactly, you don't know why. Are you in LA, the kitchen? Is it like a co-packer? Do you have co-packer? Oh, yeah.

It's in California. Yeah. In California, do you have co-packer in California? Yeah. I think at the end of the day, when you have a mission, and then you have people around you, people that you love, people that you trust, listening to them, and then trusting them.

There's so many things that Korean and I have been like, we're not going to a co-packer and decide how this is done. Like, we trust you to get this done. It's aligned with our mission, and exactly what we need to do for our community. And being able to delegate to amazing people that know your mission. Is it when approaching by the way?

It's my face. It's my face. It's my face. It's my face. It's my face. Oh, pumpkin? Yeah. Oh, pumpkin seed.

So it's like being a real food. Oh, my gosh. She's traveling and I actually didn't have anything to do. I got over my daughter's apple sauce. It's about the dorks. I've had nothing in the house. Oh, that's good. Well, thank you.

I guess, yeah. Sorry, that's cool. Well, I guess. Yes, yeah. I'm sure. I'm fine. Before I wrap it up, I want to know what you guys both do in terms of your habits and rituals and hustle. I know you're hustle. I mean, we just spoke about that for, I don't even know how long we're talking, but what do you guys do daily for yourselves?

It be fit, it be, like just your routines. You can go for a skitrina. My daily routine. to be fit, to be like just your routines. You can go for a skitrina. My daily routine. Karina's a much better like routine person. Okay, I'm a little, do you wake up at the same time every time in the morning? I wake up same time every single day, like 6, 6, 30 with my daughter

and then we go for a walk, we do breakfast, I do, I spend about four hours in the morning with her and then and then it's like getting into my email and then open your email until 10 30. I don't open any work with my daughter. And you have your thing after 5 p.m. you start putting your phone down. So yeah, I will always be that way. I will open Instagram that I think that having I never had boundaries, I was the worst. And then as soon as I became a mom, I was like, I'm not going to work any more nights and any more weekends because I would fall asleep with my laptop. And I mean tone it up is our baby.

And we had to do that, obviously, to get it to the point where it is today. But again, we have an amazing team. And that's something that we preach. Whatever we preached to our community, we should be doing too. And so for a while, I was like, put your phone away and spend time with your family.

And then I'd be on my computer eating dinner and trying to feed a newborn. And so I made a decision when she was about three months. I was like, whoa, like this is gonna be a slippery slope. So my daily rituals are very, this is what I'm focused on. And then when I'm working, I'm so efficient. And I feel like I get more done because I'm very present.

And I know that a lot of moms have that tug of war where when they're working, they're thinking about being with their kids. And then when they're with their kids, they're trying to work. And then as soon as you just set that expectation to with everyone that you work with, if someone reaches out to me and I've already set that out there,

I say, I'm a Bella until this time and I can talk. And they're like, okay. And- Right, so you're saying that boundaries? Yeah. And super-holly boundaries that our boundaries are communicated and that has been the biggest thing for me too, is making sure that everyone knows where I'm at.

And so they're like, okay, got it, and then I'll talk to you at this time, and then you become efficient. And then my workout... That's exactly true. Yeah, and then I think my workout routine is still, home like still figuring it out. But I think nap time workout routines are really great.

Like in or out, I can do 20, 30 minutes. And I'll do yoga with Karina. If I feel like I need to like just de-stress or yoga sculpt, I love a Chevy, who we're just talking about Chevy, who's connected with someone here. Yeah, I'll be right back. That's the me to this friend.

And then if I feel like I wanna get a little dance on, I'll do workout with Tori. So I think- Are you in a motorious or? No, I'm in a car and I'm in a motorious thing. All right. Yeah, but I'm working on, I think, more of a self-care routine.

And Karina's really great about that. But she's always been really good with a routine. I'm finally discovering that, like, in my mid-dirties, like, oh, this is how I spend time with my husband. This is family time. This is work time because I never had that before. It was all, because I mean, we work together. My husband and I, we go to bed together,

both on a laptop and then talking and wake up. I mean. When you before, you started working for the nutrition stuff, what was you doing? He was doing self-worshills and the nutrition, and I were like, hey, can you help us out? Oh, really? So he's like totally not even right.

I think it's in the business of health and fitness. But I had so many people that, I mean, he loves health and fitness, but like, he just, he really, really adores Karina and he loves our mission and from day one, he was even helping us edit our first videos and so. But it always like helped helping out. And he loves making products and he did when young

inventors like three times when he was a kid and that's his claim to fame. Wow. Cool. So I think that he's really, truly made to make products that are someone's like, he could look, he could talk to you for 10 minutes and then create your dream product, which is really cool.

Really? Yeah. Wow. Can you come over afterwards? Yeah. You can which is really cool. Really? Wow. Can you come over afterwards? Yeah. We can send him to me. I thought he's now like my son of a guy. And then what's yours?

What's your daily routine? I'll wrap mine up quickly. Mine's long. No, I took your head and I. It's very hard. It gave, it was actually good. Yeah. It's hard. I gave, it was actually good. Yeah, it's hard. I have to like stick with the routine

and I literally have to map my following day out the night before, because I split time between LA and Austin. And so I, Oh, you do? Yeah, and so I, Do you want to know what's gonna happen to Austin? Yeah, he's on it and somewhere else.

I don't know, I think he's in Palm Springs. Yeah. But I'm, No, this guy, I'm wearing a black hat. I don't know, I think he's in Palm Springs. He's not in somewhere else. But I'm, no, just like, I'm in somewhere else. I think he's in my room. But I actually not from LA. He's from, my husband's from New York. I'm from Indiana,

met in California and now, or that's a whole other episode. Oh, a whole lot of times. Oh, a lot of times. That's a lot of times. I'm no matter what time zone I am in, I try to do 10pm to 6am. That's the bedtime to just get enough sleep in because I realize I can't function if I don't have enough sleep.

And then I wake up, I have my time alone and my husband completely respects that he knows. Even if we have house guests, don't bother carrying up before 7am. That's her time, meditation, setting up for the day and then working out and I mean Yeah, well Seven to eight nine an hour that takes no no my workout is after my meditation, okay, yeah, and then yeah, then my day begins after about nine nine a.m. So You know, it's transition over the the years I feel like we always go through things that we love like I used to be a triathlete so I'm on bike and so now I'm actually signed up for a running

race and then I'm doing an April so I started running again which is interesting because my hips are starting to hurt. I'm like girl. How many times do I say we all learned this episode? I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it.

I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it. I love it we're doing it for so many years. It's like we're in tear of your body. Yeah, it's from experience. It's experience. Exactly. Go ahead. What were you saying?

We got right now for working out. I love yoga and I love getting out in nature. Whether it's a bike ride or walking or jogging, slogging. Slodging? Slodging? Slodging. What do you guys, I like that slogging. How about all these things like intermittent fasting and kitos and all these like fads of the day. What do you guys, I like that slogging. How about all these things like intermittent fasting and keto and all these fads of the day? What do you guys think about all those things? We're not into fads.

We kind of are like on a consistent, lean, clean, green, but have yourself a treat. Don't judge yourself. Just live your life. Be healthy. Our philosophy has always been healthy eating from the beginning. And a lot of people can do intermittent fasting and that's great for them or

they can count macros or they can count calories. But a lot of for a lot of women I think we're we're counting so many things in our lives that we can become a little bit obsessive and we don't want anyone to ever be like oh my god it's been 16 hours. I. I can start eating at 18 hours. I'm not going to eat a meal until that time. And I'm only going to eat this many things. And so the moment that you free yourself of that and that you really just surrender to eating healthy food

that makes you feel good, having cake at your friends' birthday and having champagne to celebrate your friends wedding and like those things and then if you had something like a pizza and then the next morning not feeling guilty, so that we work out, wake up for your workout, you don't have to always start over on Monday so I think that that helps with the masses but we have nothing against anyone that wants to do to try like a different fad if it helps them. Do you guys have anything who has eaten every single day? Like you, because you're very much about routines and rituals. What's your thing every day? What do you eat or drink every day? Coffee? Coffee? Water? Yeah. It changes. Usually I have the same breakfast like egg whites and veggies. I like to make dinners.

I always like to grill with my husband. I go protein and the salad and veggies. I have the proteins for the day. Every day. You do. In the morning when you wake up. Yeah. What do you have?

What is it? Well, depending on the flavor. You should see our Fanny with all the protein, which I should have brought some. I'm even brought some. My favorite morning one would be you can make ice cubes out of coffee and you do coffee ice cubes because yeah, or do you make ice coffee with it? Yeah, yeah.

I like to make coffee with my make ice coffee. It gets a watered down. Yeah. So you can do that, put a little creamer in them, whatever you want. So I do coffee ice cubes, almond milk. If I want like a little extra jolt, I'll do a shot of espresso. And then our mocha or chocolate flavor protein, and then I'll blend it up and even add some of our coffee creamer. So it's like an amazing morning mocha smoothie. Well you said that right? That was actually amazing. Yeah. Oh a phrase in banana if you want extra. Yeah, that's actually just sounds delicious.

Yeah. I'm going to get that from you. You can't do it tomorrow. Well, I think that's basically all I have for you, ladies. Those are anything else. Oh, thanks for coming. Yeah, it's nice. I like hearing that.

Yeah, your story from the evolution of beginning to now. Yeah. And so what's now the next thing you guys are going to be doing? What are you doing? What are you doing? I'm about to catch a now. Yeah. And so what's now the next thing you guys are going to be doing when you're taking what are we doing? I'm about to catch a flight. Yeah. I'm about to catch a flight.

And as you go, before you burn off and take your flight, is there any signs of the app? Is there anything else you've been doing on the horizon that we have amazing programming coming to the app. And so that's what we've been really, really planning. And then the nutrition that we're adding to the app. So that's what we've been really, really planning. And then the nutrition that we're adding to the app. So that's constantly evolving. So you could literally go to the grocery store and pull up some recipes or the one that I just said and go to the smoothie section and be able to buy whatever you need to support

you for a whole week. Because we're a big on meal prep Sunday too, to make sure that it's easy for you. And yeah, just making sure that it's really just part of women's routines every day. So like snackable workouts that they can fit in. How do people, if they don't find people who I know you, but it's for the one or two people who've never heard of you, where do I go? There's a lot of people, but I'm still not on the Archimedes. I'm really fine.

Tonerup and Karina Dawn. Katrina Scott. Katrina Scott. Katrina Scott, that's all Instagram. And then in the App Store, Tonerup, and then if you had to your local store, you can hopefully find some Tonerup products. And then if they're not there, maybe ask your manager and you never know who can help you out.

Talk to the woman in charge. Right. I love it, girl. Thank you so much for coming on your own here. Thank you. Thank you so much. charge. Right. I love it, girl. Thank you so much for coming on here. Thank you. Thank you so much. Bye. Bye. You can get to know me, inspire you This is your moment, excuses we in heaven at

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