In a world where we spend more hours seated than ever before, one entrepreneur saw an opportunity to make movement not just accessible, but essential.In the latest episode of Performance Delivered: Insider Secrets for Digital Marketing Success, host Steffen Horst sits down with Natasha Nikolaeva, founder of StretchIt, a leading app and workplace wellness platform helping people improve flexibility, mobility, and mindfulness through practical, science-based routines.
Natasha’s story is one of transformation — from the high-pressure world of corporate law to creating a global wellness brand that inspires millions to move, feel better, and thrive.
From Law Firm Deadlines to Wellness Design
Before founding StretchIt, Natasha worked in corporate M&A at DLA Piper. Long hours, endless meetings, and constant stress took a toll on her health — until back pain forced her to look for a solution.
“I was only 25 and already felt like my body was breaking down,” she recalls. “Stretching changed everything. I felt stronger, lighter, and more connected to myself — and I wanted to help others experience the same transformation.”
That personal journey became the foundation for StretchIt, which launched in 2016 after two years of development. What began as an idea between Natasha and her sister grew into one of the most recognized wellness apps in the world.
The Power of Consistency and Community
StretchIt’s marketing story started long before its official launch. Natasha began building an Instagram community in 2015 — posting multiple times a day, sharing progress videos, challenges, and collaborations with dancers.
By the time the app went live, StretchIt had already built a loyal following of 35,000–50,000 people eagerly waiting to download it. That early focus on community and consistency became the cornerstone of StretchIt’s growth.
“We didn’t just sell a product,” Natasha says. “We created a movement where people supported and inspired each other.”
From Fitness App to Workplace Wellness Platform
As StretchIt matured, it expanded beyond individual users to reach corporate clients seeking to improve employee wellbeing. Today, companies integrate StretchIt into their wellness programs as an easy-to-use, high-engagement benefit.
Natasha’s team works closely with HR and internal communications departments to ensure employees don’t just download the app — they actually use it. Live sessions, internal challenges, and friendly competitions boost participation and create a sense of connection across teams.
During these challenges, active users jump from three sessions per week to an incredible 9.5 sessions per week — proving that wellness can be both fun and habit-forming when tied to community and accountability.
Smart Marketing and the Metrics That Matter
StretchIt’s approach to growth reflects Natasha’s background in business and law — thoughtful, data-driven, and always focused on the long game.
Instead of chasing vanity metrics like downloads or impressions, the team prioritizes revenue, retention, and conversion rates — the indicators that reflect true customer satisfaction and sustainability.
For B2B clients, the focus shifts to ROI: demonstrating how improved flexibility and movement translate into fewer sick days, better morale, and higher productivity.
What’s Next: Personalization and the AI Coach
Looking ahead, StretchIt continues to innovate. The next big milestone is the launch of an AI Coach — a virtual companion designed to personalize routines, send reminders, and encourage users to stay active, wherever they are.
“The goal is to make it feel human,” Natasha explains. “A coach that supports you, motivates you, and helps you stay on track — even if you’re sitting at your desk or on a plane.”
Small Movements, Big Impact
Natasha’s final advice is simple but powerful: start small and stay consistent.
“You don’t need an hour-long workout to make a difference,” she says. “Even five minutes of movement can change how you feel and perform. The key is consistency.”
That philosophy — simple, sustainable, and inclusive — is what makes StretchIt more than just an app. It’s a brand that moves people, one stretch at a time.
Episode Transcript
(00:00)
Steffen: Welcome back to Performance Delivered: Insider Secrets for Digital Marketing Success, the podcast where we dive into what’s driving results in today’s ever-evolving marketing landscape. I’m your host, Steffen Horst, and today we’re exploring how purpose, storytelling, and smart marketing can turn a simple idea into a global movement for wellness.
In a world where we spend more hours seated than ever before, one entrepreneur saw an opportunity to make movement not just accessible, but essential. Joining me today is Natasha Nikolaeva, founder of StretchIt — a leading app and workplace wellness platform helping people improve flexibility, mobility, and mindfulness through practical, science-based routines.
(00:40)
Steffen: Natasha is a wellness entrepreneur and workplace health advisor focused on integrating movement and mindfulness into the rhythm of modern work. Before founding StretchIt, she practiced corporate M&A law at DLA Piper, where she experienced firsthand the physical and mental demands of high-performance environments.
That experience shaped her mission to help individuals and organizations create healthier, more resilient teams — one stretch at a time. Today, we’ll explore how Natasha built and marketed StretchIt from the ground up, from finding her niche, growing her user base, to building a brand that people genuinely trust and love.
(01:20)
Steffen: Natasha, before we dive into marketing strategies, I’d love to start with the origin story. What was the spark behind StretchIt? How did the idea come about, and what problem were you determined to solve?
(01:35)
Natasha: Hi, thank you so much for having me, first of all, and thanks for such a great intro. Like you mentioned, I used to be a corporate M&A attorney, and I really loved my job. I enjoyed what I was doing — but in my twenties, my body was already falling apart from sitting all day and stressing all day.
I remember being 25 years old, experiencing lower back pain, and thinking, “Well, I’m just getting older, what can I do?” I thought it was just part of life and didn’t realize I could change that.
(02:15)
Natasha: This was around 20 years ago, before wellness benefits were common. There wasn’t much support available — so I didn’t have resources to address it other than visiting a doctor. But I wasn’t really injured, just uncomfortable.
Later, when I moved to New York, I got into aerial fitness and started stretching at a dance studio. To my surprise, stretching wasn’t boring or painful like I thought — it was actually fun. I took flexibility classes, and before long, I became so flexible that people thought I was a gymnast!
(02:55)
Natasha: After finishing law school in New York, I realized I didn’t want to go back to the office. I wanted flexibility not only in my body but in my schedule. My sister, who also got into stretching, had the same experience. We both reclaimed our bodies — the pain was gone, and I felt lighter, stronger, and more connected to myself.
Because we had access to such great instruction, we decided to share it with the world. That’s how the idea for StretchIt began — to help others feel the same transformation.
(03:30)
Natasha: We came at it from a fitness perspective, and then asked, “How can we deliver these classes digitally?” That’s when we decided to build an app. We started in 2014 — back when fitness apps were just beginning to take off. It took us about two years to launch.
(03:55)
Steffen: When you first launched StretchIt, what marketing strategies did you prioritize to gain traction and visibility in such a crowded marketplace?
(04:05)
Natasha: It took us two years to launch, so we had plenty of time to prepare. Because of my background in corporate M&A and business school, I understood the importance of marketing. It’s not enough to create a great product and expect people to come.
My sister and I both knew we needed to build awareness early. We started marketing while still developing the app — around 2015 — and launched in August 2016.
Natasha: We began by creating our Instagram account early in 2015 and spent about a year and a half building awareness before launch. Back then, algorithms were different — the more you posted, the more followers you got.
We were posting five times a day, every single day — no weekends, no holidays. It was a lot of work, but content creation was simpler at the time. You could post photos, inspirational quotes, and that was enough to build engagement.
(05:35)
Natasha: We used Instagram to share stretching content, short challenges, and collaborations with dancers in our community. Our early audience was mostly dancers and people into flexibility training.
By the time we launched, we already had a following — around 35,000 to 50,000 people. That helped us build excitement and anticipation even before the app was live.
(06:00)
Natasha: Another thing we did was beta testing. We invited around 200 people from our Instagram followers to try early versions of the app. It was a bit embarrassing because the app was buggy at first, but their feedback was invaluable.
That early testing gave us real users trying classes and giving input on features. It helped us refine the experience before the official release.
(06:30)
Natasha: When we were ready to launch, our core market was the U.S., but we started with a soft launch in Canada and other countries before going fully global. I remember creating a game on Instagram — I’d ask people every day, “Which country should we launch next?” and then we’d roll it out based on their comments.
It was fun and interactive, and it gave our community a sense of participation in the launch process.
(07:00)
Natasha: From day one, we started seeing downloads and even a bit of revenue — small, but meaningful. It wasn’t just about the money, though. After working on something for two years, seeing people actually use it and enjoy it was incredibly motivating.
It felt like proof of concept — that what we built had value and could make a difference.
(07:25)
Steffen: That’s great. It sounds like you had a lot of confidence in your idea. Did you ever have doubts, or did you just know this would work?
(07:35)
Natasha: Honestly, I trusted myself. That might not be traditional business advice, but I’ve always believed in what I create. Of course, ideally, you’d do research, testing, MVPs, and all that, but we didn’t have a big budget for it.
What we did have was conviction. Stretching had helped me so much personally that I knew it would help others too.
(08:05)
Natasha: We researched competitors and looked at their features, but my main focus was creating something I would love to use. If I loved it, I figured others would too.
In hindsight, maybe our first version was too ambitious — we packed in too many features. But even though it delayed our launch, users ended up loving those features.
(08:30)
Natasha: I tested everything myself — every stretch, every routine — as someone who wasn’t naturally flexible. That helped me design a program that worked for everyday people, not just athletes or dancers.
So yes, I trusted my experience, my intuition, and my own results. That confidence really drove the entire process.
(09:00)
Steffen: Now, the wellness and stretching space is really competitive. When you looked at the market back in 2014–2016, how did you position StretchIt to stand out from the others?
(09:15)
Natasha: Great question. Yes, there were fitness apps out there, but not many focused specifically on stretching, mobility, and flexibility. We researched the existing ones and found they lacked comprehensive programs.
I was lucky to have access to excellent instruction, and I wanted StretchIt to offer not just effective routines, but enough variety to keep people motivated. If workouts get repetitive, users lose interest. So variety was key from the beginning.
(09:55)
Natasha: That’s why even today, StretchIt offers the most comprehensive stretching, mobility, and flexibility library in the world. When we started, our focus was more niche — hardcore flexibility training for dancers and gymnasts. During COVID, we expanded to general wellness, with short, simple routines like “stretch at your desk” or “before bed.”
That shift helped us reach a much broader audience while keeping our original fans happy.
Steffen: So basically, you started off with a really specific audience—dancers, gymnasts, and others who needed advanced flexibility training—and then expanded into simpler routines for everyday users who just wanted to feel better. Is that right?
(10:15)
Natasha: Yes, absolutely. That’s exactly how it evolved. We began with a niche audience who needed intense flexibility programs like splits and backbends. No one else offered that in an app format at the time.
Then, as more people started asking for simpler routines—like stretching to ease back pain, improve posture, or just move more during the day—we listened. We began creating short, five-to-ten-minute sessions focused on health and mobility.
(10:50)
Natasha: That’s how we expanded from just flexibility training into overall wellness. Our goal became helping anyone, regardless of fitness level, incorporate movement into their life.
(11:05)
Steffen: That’s great. So, beyond content, how did you make StretchIt itself—the app—stand out?
(11:15)
Natasha: Since we were delivering everything through the app, design and functionality were crucial. We analyzed every competitor app on the market and listed what we liked and what was missing. Then we combined the best ideas and added our own innovations.
From the beginning, I wanted the app to be something I would genuinely love to use. Clean design, intuitive features, and programs that guide users to actually build habits.
(11:45)
Natasha: Since launching in 2016, we’ve continued to evolve the app constantly—adding new features and improving user experience. Content will always be key, but engagement tools matter just as much. How do you help people stay consistent? How do you motivate them to come back?
We release new features several times a year—some big, some small—to keep users engaged and improve the app continuously.
(12:15)
Steffen: You mentioned earlier how Instagram played a big role at the beginning. What other marketing channels have you used to grow StretchIt over time?
(12:25)
Natasha: Yes, social media was our foundation. We built a strong organic presence early on, and word of mouth helped a lot. Later, we started using paid advertising, mainly on Instagram, Facebook, YouTube, Google Search, and Apple Search Ads.
For a few years, that was our main focus—investing heavily in social and search ads to reach more users and drive app downloads.
(12:55)
Natasha: Then, last year, we expanded into the B2B space—offering StretchIt as a workplace wellness benefit through employers. That completely changed our marketing approach.
We experimented with LinkedIn and Google Ads for this new segment, but they didn’t perform as well as we hoped. So we pivoted to more offline marketing—attending two to four HR and benefits conferences each month to meet decision-makers directly.
(13:25)
Natasha: Those in-person interactions made a huge difference. We were able to present the app, demonstrate its benefits, and build real relationships. This year, that’s been our primary focus—expanding brand awareness and partnerships through conferences and events.
(13:50)
Steffen: That’s interesting—so you’re balancing both the direct-to-consumer business and now this growing B2B side. Once you partner with companies, how do you make sure employees actually use the benefit?
(14:05)
Natasha: That’s a great question, because signing a corporate client is just the first step. If employees don’t actually use the benefit, the company won’t renew next year. So we put a lot of effort into engagement.
We work directly with each client’s HR and communications teams to promote awareness. We help with launch events, internal campaigns, and educational content so employees know the app is available and understand its value.
(14:40)
Natasha: For example, we often host live or virtual stretch sessions at company events. These are short, 5–15 minute sessions that anyone can do right at their desk. During the session, we introduce the app and encourage employees to download it and explore the classes.
If a company doesn’t have any planned events, we create short launch videos they can share internally—showing employees how easy it is to get started and feel better immediately.
Natasha: Once employees try it, they’re much more likely to continue using it. We also reinforce awareness through ongoing communication. We send reminder emails highlighting different benefits of stretching — like easing back pain, improving posture, or reducing stress.
We’ve created over 50 unique emails that go out weekly throughout the year, each focused on a specific benefit or routine. The goal is to keep stretching top of mind and encourage people to take that first step.
(15:35)
Natasha: We also do regular performance reviews with our corporate clients to track activation rates and see how many employees are engaging with the app.
One of our favorite engagement tools is competitions. Teams can create internal challenges where employees earn points for stretching sessions. Everyone can see their ranking on the leaderboard, which adds a fun, competitive element.
(16:05)
Natasha: The results have been amazing. On average, our active users stretch three times a week. But during company competitions, that number jumps dramatically — sometimes to 9.5 sessions per week. That’s more than one session a day, which is incredible engagement.
Competitions bring teams together, boost participation, and create a strong sense of community around wellness.
(16:35)
Steffen: That’s impressive. Now, getting people to download an app is one thing — keeping them engaged and using it long-term is another. How do you approach retention?
(16:50)
Natasha: Retention is one of our biggest focuses because StretchIt is a subscription-based app. Whether people join individually or through their employer, we want them to stay beyond the first year.
From the moment someone signs up, we use personalization to build commitment. During onboarding, users answer questions so the app can create a customized program that fits their goals and needs.
(17:20)
Natasha: Having a schedule helps people stay consistent. When users see a plan waiting for them in the app, they’re more likely to come back. We also encourage everyone to turn on notifications so we can send reminders and updates about new content.
Those little nudges make a big difference — sometimes it’s just that simple reminder that gets someone to move.
(17:50)
Natasha: We also run global competitions that anyone using the app can join, not just corporate users. We offer prizes like AirPods or even iPhones for top participants. It’s a great motivator and builds excitement in the community.
We release new content weekly — fresh classes, new programs, and themed challenges — to keep things engaging.
(18:20)
Natasha: Every Monday, we launch a new challenge that people can do together. It gives users a sense of community — knowing that people all over the world are doing the same stretches and routines at the same time.
That shared experience keeps people coming back.
(18:40)
Natasha: We’re also working on an AI Coach that will launch soon. It’ll act like a personal trainer within the app — checking in, offering encouragement, and suggesting routines based on user behavior.
If someone hasn’t stretched in a while, the AI Coach can message them with a reminder or suggest something easy they can do even on a plane or at their desk.
(19:10)
Natasha: The goal is to make it feel more human — to have a coach that supports you, motivates you, and helps you stay on track even when life gets busy.
(19:25)
Steffen: That’s brilliant. You mentioned earlier that you use revenue as your primary metric for evaluating success. Can you expand on that — what metrics or insights guide your marketing decisions overall?
(19:40)
Natasha: Revenue is definitely my number one metric. Especially in the app space, it’s easy to get distracted by vanity metrics like total downloads or user counts. But I’ve always wanted StretchIt to be a real business — one that’s profitable and sustainable.
We focus on retention, conversion rates from free trials to paid users, and the average duration people stay subscribed. Those are the metrics that truly reflect success and customer satisfaction.
Natasha: We also break down our data between direct-to-consumer and B2B clients since the goals are different for each. It’s almost like running two separate businesses — the audiences, timelines, and engagement strategies are completely different.
When we entered the B2B space, I had to shift my mindset entirely. With direct-to-consumer, the sales cycle is fast — people see an ad, start a free trial, and convert. But B2B is much slower, with longer decision-making processes.
(20:35)
Natasha: The marketing approach is different too. When speaking to individual consumers, you focus on how the app helps them personally — how it relieves pain, improves mood, or boosts energy. But when you’re talking to HR leaders, the conversation shifts to metrics — things like ROI, engagement rates, and employee wellness outcomes.
They need to justify the investment to their leadership teams, so we focus on data and measurable results.
(21:05)
Natasha: Employees might say, “My back pain is gone,” which is wonderful, but HR leaders need to show those benefits in numbers — reduced sick days, higher engagement, and improved productivity.
So we provide analytics that demonstrate usage and outcomes. It helps HR teams prove the value of offering StretchIt as a wellness benefit.
(21:35)
Steffen: That makes sense. I imagine engagement looks different between those who pay for the app themselves and those who receive it as a company benefit. How do you approach that difference?
(21:50)
Natasha: You’re right — it’s very different. When people pay for something, they’re more likely to use it because they’ve made a personal investment. Employees, on the other hand, don’t usually pay for company benefits, so we have to find other ways to motivate them.
That’s where social engagement becomes really powerful. We encourage teams to stretch together — during meetings, at company events, or even virtually.
(22:20)
Natasha: For example, we suggest companies play short stretching videos at the start of team meetings. It’s simple — a few minutes of movement everyone can do at their desk. It reminds employees that StretchIt is available to them, helps them feel better right away, and shows that their employer genuinely cares about their wellbeing.
That cultural reinforcement is just as valuable as the product itself.
(22:50)
Natasha: We also recommend group challenges and competitions, which are very effective in workplace settings. It creates accountability and a sense of shared purpose — teams enjoy seeing their names on the leaderboard, and that drives engagement naturally.
When people stretch together, even virtually, it builds community. It turns wellness into something social rather than solitary.
(23:20)
Steffen: I love that. You’ve essentially built engagement at both the individual and team level.
(23:30)
Natasha: Exactly. We’ve found that when stretching becomes part of the company culture — not just an optional perk — participation grows.
We also make sure to participate in corporate wellness events whenever possible. Sometimes we lead sessions, other times we simply join and demonstrate how StretchIt fits seamlessly into an employee’s day. It’s all about showing that movement is accessible anywhere, anytime.
(24:00)
Natasha: For teams, the social element replaces the monetary motivation. When people stretch with their colleagues and see leadership encouraging it, it creates a ripple effect. That’s what keeps engagement high and makes wellness feel like a shared value within the company.
(24:25)
Steffen: That’s a fantastic approach. Natasha, as we wrap up, what would you say to business leaders or individuals who want to build healthier habits but feel like they don’t have the time?
(24:40)
Natasha: I’d say start small. You don’t need an hour-long workout to make a difference. Even five minutes of movement can change how you feel and perform. The key is consistency.
Our goal with StretchIt has always been to make movement simple, accessible, and sustainable — something you can do anywhere, even while sitting at your desk. Once people experience that, they realize wellness doesn’t have to be complicated.
Steffen: That’s such an important reminder — small, consistent actions really do add up. Natasha, thank you so much for joining me on the Performance Delivered podcast and for sharing your story — from law to wellness entrepreneurship — and how StretchIt has become a model for purpose-driven brand growth.
For listeners who want to experience StretchIt or learn more about your workplace wellness programs, where can they connect with you online?
(25:30)
Natasha: Thank you, Steffen. The website is stretchitapp.com, and for businesses, it’s business.stretchitapp.com — you can access both from the main site.
We’re also on Instagram at @stretchitapp, and you can connect with me on LinkedIn — Natasha Nik Iva.
If you’re a consumer, you can try StretchIt free for seven days — there’s no risk, and you’ll quickly see how much better you can feel. For companies, brokers, or consultants interested in offering StretchIt as an employee benefit, you can book a demo directly through our site.
(26:10)
Steffen: Perfect. As always, we’ll include all of that information in the show notes.
Thanks everyone for listening! If you enjoyed this episode of Performance Delivered, please subscribe and leave us a review on iTunes or your favorite podcast app.
To learn more about Symphonic Digital, visit symphonicdigital.com or follow us on X at @SymphonicHQ.
See you next time!
(26:35)
Voiceover: Performance Delivered is sponsored by Symphonic Digital — discover audience-focused and data-driven digital marketing solutions for small and medium businesses at symphonicdigital.com.
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