GoSaga, a holding company focused on lifestyle brands across wellness, fitness, and beauty, has announced the acquisition of Tone It Up, a popular online fitness and wellness community. This strategic move expands GoSaga’s portfolio and strengthens its position in the rapidly growing digital fitness market. The financial terms of the deal were not disclosed.
Tone It Up: A Women-Focused Fitness Powerhouse
Founded in 2009, Tone It Up has established itself as a leading online community catering specifically to women. It offers a comprehensive suite of fitness programs, nutrition plans, and a mobile app that includes workouts, recipes, and personalized programs. Tone It Up is known for its emphasis on inclusivity, positivity, and empowering women through fitness and wellness.
Strategic Acquisition by GoSaga
The acquisition of Tone It Up aligns with GoSaga’s mission to build a diverse portfolio of leading consumer brands. GoSaga already includes Lymbr, a personalized stretching brand; VIO Med Spa, a medical spa franchise; and FitLab, a fitness holding company with over 12 fitness brands. By adding Tone It Up, GoSaga is diversifying its offerings and reaching a wider audience within the health and wellness sector.
GoSaga’s President and COO, Becky Cerroni, expressed excitement about welcoming Tone It Up to the GoSaga family, emphasizing the community’s embodiment of inclusivity and empowerment. She also stated that both companies will collaborate to offer more personalized and effective wellness experiences.
Tone It Up to Operate as a Distinct Brand
Despite the acquisition, Tone It Up will continue to operate as a distinct brand within GoSaga, maintaining its identity and community focus. Co-founder of Tone It Up, Karena Dawn, will remain at the helm, ensuring continuity and consistency for the existing community. Additionally, Samantha Salas, a long-time member of the Tone It Up community, will join as brand manager, further solidifying the brand’s commitment to its members.
Karena Dawn noted that joining GoSaga will amplify their mission of empowering women to live healthier and happier lives. She believes that this partnership will expand their reach and strengthen their message of positivity and connection.
The Rise of Online Fitness Communities
The acquisition highlights the growing importance of online fitness communities. These platforms offer numerous advantages, including:
- Convenience and Flexibility: Users can access workouts anytime, anywhere, without the need for a gym.
- Customized Workouts: Programs can be tailored to individual fitness levels, goals, and schedules.
- Support and Motivation: Members share tips, progress, and encouragement, fostering a strong sense of community.
- Social Interaction: Online platforms allow users to connect with others worldwide through forums, chat rooms, and social media.
- Variety of Workouts: Access to diverse workout options including yoga, Pilates, HIIT, and strength training.
- Expert Guidance: Some platforms offer access to certified trainers and fitness professionals.
These communities provide a virtual space for individuals to connect, make friends, and form lasting relationships, offering a shared experience in the pursuit of a healthy lifestyle.
The GoSaga Portfolio: A Focus on Growth
GoSaga’s portfolio demonstrates a commitment to covering all aspects of wellness, beauty, and fitness.
- LYMBR: Specializes in personalized stretching, with corporate locations and a licensing business. LYMBR was created to address the need for recovery within the fitness industry and has expanded to offer its services to Google offices worldwide.
- VIO Med Spa: Known for high standards and cutting-edge technologies, offering various wellness and aesthetic services. VIO Med Spa has numerous locations across the United States, with plans for further expansion.
- FitLab: A fitness holding company with a variety of fitness studio brands, including those led by celebrities and athletes. FitLab powers experiences and connects every aspect of a fitness lifestyle.
This diversified approach allows GoSaga to engage consumers at every stage of their wellness journey.
GoSaga’s Strategic Growth and Funding
GoSaga has been strategically expanding its reach through acquisitions and securing funding for future growth. In May 2024, the company secured a lead investor for its $5 million Series A funding round, with the aim of expanding its studio footprint. This funding will support the company’s goal of introducing its brands to new markets and expanding its physical locations.
GoSaga’s leadership team includes CEO Geoff Schneider and COO Becky Cerroni, who bring extensive experience in building and scaling consumer lifestyle businesses. Schneider also co-founded Cava Studio and Cava Capital, while Cerroni has over 18 years of executive-level experience in beauty, wellness, fitness and lifestyle.
The Future of Fitness Communities
As technology continues to evolve, the role of online fitness communities is expected to grow further. These platforms offer a convenient, flexible, and supportive way for individuals to achieve their health and fitness goals. The integration of features such as live streaming, personalized programs, and social interaction will continue to enhance the user experience. Furthermore, the combination of online and offline fitness experiences is becoming more prevalent. Gyms and fitness platforms are leveraging digital tools to maintain connections with their members, regardless of their location.
With this acquisition, GoSaga is well-positioned to capitalize on the increasing demand for integrated online and offline fitness solutions and further solidify its position in the wellness and fitness industry.
