GoSaga, a holding company behind lifestyle brands across wellness, fitness and beauty, has acquired for women-by-women online fitness and wellness community Tone It Up.
Financial terms of the deal were not disclosed.
Founded in 2009, Tone It Up offers fitness programs, nutrition plans and an accompanying app with workouts, recipes and personalized programs. The sides say the brand will operate as a distinct brand within GoSaga, which includes Lymbr, VIO Med Spa and FitLab’s 12+ fitness brands.
“We are thrilled to welcome Tone It Up to the GoSaga family,” GoSaga president and COO Becky Cerroni said. “Karena has built an extraordinary community that embodies inclusivity, positivity and empowerment. Together, we will innovate and provide even more personalized, engaging and effective wellness experiences for users around the world.”
Tone It Up co-founder Karena Dawn will continue leading the community, while Samantha Salas will join as brand manager.
“Joining the platform of inspiring wellness and beauty brands at GoSaga will help us amplify our mission of empowering women to live their
healthiest, happiest lives,” Dawn said. “Together, we can expand our reach, connect with more women, and strengthen our message of positivity, inclusivity, and authentic connection.”
Salas noted she’s been a Tone It Up community member for years.
“I’m honored to grow the brand’s reach and impact,” Salas said. “Connection and community is more important than ever. That’s what Tone It Up does best.”
Last February, GoSaga formed its first-ever Advisory Board consisting of experts in franchising, commercial real estate, creative development, and market investing.
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