Tone It Up Co-founder Reacquires Brand As Sole Owner

The platform centered around women’s fitness and community is returning to its roots as original co-founder Karena Dawn returns

Over 16 years after its founding, Tone It Up’s leadership is returning to its roots, as one of its original co-founders mounts a bold comeback to the brand.

Karena Dawn, who helped build the women’s fitness and community platform 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’t disclosed.

“This isn’t just the next iteration of Tone It Up — it’s a return to why we started, to help women move, feel strong, and stay connected,” Dawn said. “While the fitness landscape has transformed, our mission remains the same: to empower women to live healthier, happier, and more confident lives. I’m thrilled to evolve Tone It Up into its next existence.”

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.

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’s nutrition offerings including its proprietary protein powder supplement, collagen and probiotics.

The company initially sold a portion to Tengram Capital Partners in 2018 for working capital, and was later bought by GoSaga in early 2025 before returning to Dawn’s hands to close out the year.

The reacquisition coincides with the platform’s new year’s challenge launching in January, “New Year, New TI-You,” 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. 

Dawn’s 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, “Tone It Down,” centered on real conversations and connections with friends.

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