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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.
