Fitness serendipity brought personal trainer and athlete Karena Dawn together with her co-founder in 2009. The two met at the gym and quickly began making plans to create a fitness community for women that was positive and inspiring. At the time, fitness was harsh — it weighed you in, it counted your calories, and it yelled at you to get fit. They set out to change that for women.

The two personal trainers created the first fitness community that embraced positivity and empowered women. Pioneering the fitness influencer space, they started a lifestyle brand and ignited a movement, influencing millions of women to gain confidence, connect with each other, and reach their goals.

Since founding Tone It Up, it has been featured in Forbes for ‘Building a Fitness Empire,’ Business Insider for ‘Creating a Revolution,’ and Vogue for ‘Being the Pinnacle of Wellness.’ You may also recognize the founders from their docu-series Toned Up on Bravo, the cover of Women’s Health and SELF Magazine, or their New York Times best-selling book, Fit, Fierce, and Fabulous.

In 2025, Karena became the sole owner of Tone It Up — a full-circle moment that brought the brand back to its original vision and heart. After years of evolving as a leader in women’s wellness, she continues to live and breathe the TIU lifestyle with the community that inspired it all. Today, Tone It Up stands as a movement rooted in connection, confidence, and the belief that every woman deserves a space where she feels supported in her journey. With Karena guiding this next chapter, the mission remains the same: empower women to feel strong, supported, and at home in their bodies and lives.