Stretching the Boundaries: Natasha Nikolaeva on Revolutionizing Fitness with the STRETCHIT App

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In an exclusive interview with Kivo Daily, Natasha Nikolaeva, CEO and Co-Founder of STRETCHIT, reveals her unconventional journey from a corporate lawyer to pioneering the fitness app industry. With a vision to make the health benefits of stretching accessible globally, Natasha and her sister Marina Skladchikova have crafted STRETCHIT into a leading platform for mobility and flexibility exercises. Here, Natasha delves into the genesis of this innovative app, the triumphs and challenges of the app industry, and how STRETCHIT is fostering a stretching revolution.

Tell us a little more about yourself?

Hi, I’m Natasha Nikolaeva. As the CEO and Co-Founder of STRETCHIT, I’ve taken what was once just an idea and turned it into one of the leading fitness apps for stretching, mobility, and flexibility, accessible on both the App Store and Google Play. My journey with STRETCHIT began alongside my sister, Marina Skladchikova, who co-founded the app with me. Together, we aimed to share the incredible health benefits of stretching with people all over the world. 

In my daily work, I collaborate closely with our product development, marketing, and content creation teams as well as provide general leadership, strategy and financial management for the company. Our goal is simple yet ambitious: to expand our audience and ensure that every class we offer is of the highest quality, truly benefiting our users. 

My path to this point has been quite unconventional. I used to be a lawyer, with a successful career in corporate law at DLA Piper. But there came a moment when I decided to follow my passion for fitness and wellness. So, I swapped M&A deals for the dynamic world of app development. Now, living in New York, I’m fully committed to innovating and leading in the fitness space with STRETCHIT

What sparked the idea for STRETCHIT?

I used to be a corporate lawyer, but then I moved to New York to get my master’s at Fordham School of Law. Around that time, I started taking stretching classes at a dance studio nearby. I was really stiff at first, but soon, my health and flexibility improved significantly. My back pain completely disappeared.

In my 30s, and now progressing into my 40s, I’ve experienced the best health of my life. My sister Marina was on a similar journey. So, after I wrapped up my master’s and aced the NY Bar Exam, I decided to quit law. Marina and I teamed up and started STRETCHIT. 

What’s the best part of being in the app industry for you? 

For me, it’s flexibility and mobility. The fact that I can work virtually from anywhere in the world globally is amazing. Additionally, the ability to impact and aid millions in enhancing their health and flexibility via the STRETCHIT app is incredibly rewarding. 

Moreover, the tech sector is quite influential. It allows us to connect individuals with exceptional instructors and the principles of flexibility, no matter where they are.

What’s the primary aim of STRETCHIT right now? 

Well, we’re all about sharing the incredible benefits of stretching with everyone, everywhere. But from a business standpoint, our current focus is on enhancing the app. We want to ensure our users see even better results, while also growing our client base and boosting conversions. We’re cooking up some new features too, but I’ve got to keep those under wraps for now.

How does STRETCHIT keep users motivated? 

We aim to make flexibility a habit. Users see their daily class right when they open the app, avoiding confusion. Timely notifications give a friendly nudge to stretch. 

There’s also a social aspect — users can join challenges with friends, encouraging each other. The app tracks everyone’s progress and even prompts for progress photos. Seeing your own improvement over time is a real boost.

Who’d benefit from using STRETCHIT?

Stretching can really help those with aches and pains, but like any other physical activity, it’s crucial to get the go-ahead from a medical professional. This is true even for those in good health. 

Often, people avoid stretching or improving flexibility due to fear of discomfort. Yet, a manageable amount of discomfort is just a natural part of getting better. It’s the same with any physical activity aimed at growth. 

However, it’s important to note that sharp or intense pain during stretching isn’t normal. For those just starting out, it’s wise to begin with STRETCHIT’s milder stretching routines and slowly advance to more challenging ones as you become more familiar with your body. 

Each movement comes with an in-depth guide, emphasizing proper posture, breathing techniques, and engaging the correct muscles. Our intention was to create an experience where it feels like you’re receiving expert guidance, even if you’re not physically in a class. 

The app is intended for individuals 18 years and up. That being said, we’ve seen some parents joining in with their children, which is wonderful. But it’s always important for them to oversee their children’s activities to ensure safe execution of the exercises.

Carlos Urbaneja Touts Ethics and Family Commitment As Pillars To Success

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Carlos Urbaneja is an esteemed professional security consultant originating from Caracas, Venezuela, now residing in Miami, Florida. A family man and a father, he holds deep-seated values in ethical responsibility and personal growth. Since earning his degree in 2000, Urbaneja has honed his expertise in law, initially providing consultancy for international franchises and Fortune 500 companies. His career evolved to support emerging American businesses and the U.S. Government, with a steadfast mission to eradicate corruption and instill ethical practices across industries. Urbaneja’s professional dedication is matched by his commitment to his family, ensuring his children inherit strong moral foundations while enjoying enriching experiences together. A doting husband, he cherishes creating special moments with his wife. Carlos is also a proponent of healthy living, integrating exercise and wellness into his dynamic lifestyle, exemplifying the balance between professional ambition and personal well-being.

Q&A With Carlos Urbaneja

Carlos, thank you for joining us. Let’s start from the beginning. How has growing up in Caracas influenced your values and your eventual career in law?

Carlos Urbaneja: Thank you for having me. My upbringing in Caracas was foundational in shaping my core values. Witnessing both the richness of our culture and the issues we faced made me understand the role that ethical responsibility must play in any society. These early lessons have been a driving force behind my pursuit of a legal career focused on upholding integrity within the business world.

Transitioning to life in the United States must have been quite a change. What drove you to choose Miami, and how has it shaped your career?

Carlos Urbaneja: Indeed, the move was significant. Miami presented itself as a city rich in diversity and opportunity. Its unique position as a business conduit between the Americas resonated with my international perspective and professional ambitions. It provided a fertile ground for my career to grow in ways that allowed me to leverage my background and expertise.

Speaking of your career, you made a significant shift from working with international franchises to American companies and the government. What prompted that shift?

Carlos Urbaneja: The shift was a strategic response to where I saw the greatest need and where I felt I could make the most meaningful impact. I wanted to utilize my expertise to support American businesses and the government in navigating the complexities of legal compliance, and in doing so, foster a more ethical business environment.

You mention a mission to root out corruption and eliminate unethical practices. Can you tell us more about what this involves on a day-to-day basis?

Carlos Urbaneja: My mission involves constant vigilance and a proactive approach. I conduct thorough due diligence for my clients, keep abreast of evolving laws and regulations, and ensure comprehensive training and education for all stakeholders. Every day presents a new challenge in maintaining the balance between competitive business practices and legal compliance.

Balancing a demanding career and family life can be challenging. How do you manage to include your children in your life and what activities do you enjoy together?

Carlos Urbaneja: Balancing career and family requires intentional planning and commitment. My children are involved in many aspects of my life because I believe it’s important for them to understand what I do and why it’s important. Together, we enjoy various activities – sports, educational outings, and cultural events, all of which allow us to grow and have fun as a family.

With such a busy lifestyle, how do you manage to spoil your wife and ensure that your marriage thrives?

Carlos Urbaneja: My wife is the cornerstone of our family, and making her feel valued is a priority. This means setting aside quality time for just the two of us, be it through simple acts of kindness or more elaborate gestures. It’s about making the most of the moments we share and ensuring that we never take each other for granted.

Can you share how you incorporate exercise and healthy living into your routine?

Carlos Urbaneja: Exercise and healthy living are integral parts of my daily routine. A morning workout is a must for me – it sets the tone for my day. I combine this with mindful eating habits. This discipline is crucial, as it helps me maintain the energy and focus needed for both my professional obligations and my family.

Carlos, what advice would you give to someone who wants to make a positive impact in their field, as you have in yours?

Carlos Urbaneja: My advice would be to remain steadfast in your values and to pursue a cause greater than yourself. Making a positive impact requires courage, resilience, and a commitment to continuous learning. Always uphold your integrity and remember that a strong work ethic will serve as your greatest asset.

Carlos, it’s been inspiring hearing about your journey and your commitment to ethics and family. Thank you for sharing with us. Do you have any final thoughts?

Carlos Urbaneja: It’s been a pleasure to discuss these facets of my life. If I may leave with a parting thought, it would be to encourage everyone to not only chase success in their professional lives but also to cherish and uphold the personal values that define who we are. It is indeed possible to excel in business while contributing positively to society and nurturing a rich family life. Thank you again for this opportunity.

Key Takeaways

  • Commitment to Ethical Integrity: Carlos Urbaneja emphasizes the importance of maintaining ethical practices in the legal field, particularly in his work with American companies and government entities. His focus on rooting out corruption and ensuring compliance with the law underscores a broader commitment to integrity that was shaped by his upbringing in Caracas and remains a central tenet of his professional philosophy.
  • Family as a Foundation: Despite the demands of a challenging career, Carlos places a significant emphasis on family involvement and work-life balance. He includes his children in various aspects of his life to instill in them the values he cherishes, and he makes dedicated efforts to appreciate and prioritize his relationship with his wife, demonstrating the importance he places on familial bonds.
  • Healthy Lifestyle as a Non-Negotiable: Carlos Urbaneja advocates for the benefits of a healthy lifestyle as a key component of his daily routine. He attributes his ability to sustain the energy and focus required for his professional and personal responsibilities to his commitment to regular exercise and mindful nutrition, reinforcing the idea that personal well-being is essential for overall success.