For staying connected with her customers through better email marketing.
A Phone Call That Changed Everything
It’s been well over two decades since
Kristina packed up and moved to the west
coast to chase her dreams of success as a
corporate attorney for tech startups. For
20 years, she juggled life as a busy
professional, wife and mother. But
Kristina had other interests, like fashion
and design. And eventually, something
else.
As a hobby cyclist,
Kristina started borrowing her boyfriend’s
(now husband’s) gear. And while she
eventually fell in love with cycling, she
didn’t love how she looked or felt.

Kristina went back to school to pursue a
degree at the London College of Fashion.
She also found a brand that sold women’s
cycling apparel that she loved, because it
made her feel stylish and confident.
She
didn’t know it then, but her interests
were all culminating in a major life
change. In 2018, the two women who owned
the brand she purchased her cycling gear
from sent her an email. They were retiring
but didn’t want to dissolve the business.
They asked Kristina if she’d be interested
in taking over.
While her
initial reaction was a resounding “no,”
Kristina had to admit she was intrigued.
She agreed to a phone call to learn more.
That turned into an hour-long discussion
and then follow-up phone calls and
eventually a visit to Seattle, where the
brand was headquartered.
Real Style for Real Bodies
As a woman in the 50+ age demographic with
an education in fashion, Kristina felt she
knew what women — especially women like
her — wanted. “When I was getting my
fashion degree,” she says, “most everyone
else in my class wanted to design for a
luxury brand. But the 1 percent — I’ve
never wanted to do that. I always wanted
to design for everyone else.”
In
2019, she decided to go on the ultimate
ride and agreed to take over as owner and
CEO of
Tonik Cycling. She did the rounds at trade shows and
worked to make connections with thousands
of existing customers. But then, COVID-19
hit, and the business model shifted to
primarily online sales.
It was
hard work, but Kristina was committed to
making a go of it. Her passion for fashion
(and cycling) had driven her to find more
ways to create clothing that real women
loved. “In terms of my customers,” she
says, “they are women who are recreational
cyclists. Probably 90 percent of them are
ages 55-65. So we build all kinds of
things into our garments to work well for
women whose bodies have been around a
little while.”
The best part?
Kristina has found new meaning and
fulfillment in her work as an
entrepreneur.



Kristina’s focus now is on making garments that use high-quality fabrics that drape in flattering ways and make the wearers feel confident and comfortable — the way she wants to feel when she’s behind the handlebars.
Kristina’s Top Business Tips
Kristina faced a lot of uphill battles when she took on Tonik Cycling. She had to retain the brand’s existing customer base while trying to grow it in the midst of a pandemic. Securing materials and manufacturers was another challenge. But through it all, Kristina kept herself grounded in reality.
So what are Kristina’s best business tips?
-
Believe you can.
Kristina knows that what keeps most would-be entrepreneurs from achieving their goals is simply thinking, “I can’t.”
-
Stick to a schedule.
Whether you’re an early bird or night owl, find the time that works best for you to maximize your productivity, and always make sure you leave time for what matters — time with family and time to do things you love.
-
Don’t try to do it all.
No woman is an island, and none of us can do it alone. Find partners who can help, offer advice and act as a support system.
What’s Next for Kristina and Tonik Cycling?
Now that the world is reopening, Kristina is preparing to go back on the trade show circuit, but she still plans to nurture the progress she’s made as an online retailer. But even more than that, she wants to:
-
1
Be authentic.
Kristina wants to continue shaping her brand into an authentic company that resonates with the target audience. Her goal isn’t fast-paced growth; rather, it’s to reward her loyal customers and expand organically.
-
2
Create a community.
Kristina’s always looking out for her target audience because they represent her. They share the same concerns and many of the same goals and needs — especially when it comes to cycling. She hopes to serve this community and has created a private group on Facebook for like-minded women to come together to share their challenges and set goals for their health and their future.
-
3
Make time for travel.
Kristina is exploring the idea of partnering with a travel company catering to mid-life women, which she can then pitch to her Tonik tribe. “That’s a huge interest for almost my entire customer base,” she says. “I’d love to figure out ways to serve this group of women, besides just the product.


Why Kristina Chose Bizee
Transferring business ownership to someone
else can be a tedious process, and
Kristina knew they had to get it right.
She wanted a knowledgeable company that
could handle the ins and outs of business
transfer so she could focus on the hard
work of taking over as owner.
But
more than anything, Kristina wanted to
feel that she could do this and that she
was in good hands while she made a major
life change.
Bizee made it possible for Kristina to try. And by giving it her best effort and trusting us with the rest, she’s been able to make Tonik Cycling a success story.
Kristina’s Top 3 Business Tools
From lawyer to hobby cyclist, from consumer to CEO, Kristina is living proof that when you reach mid-life, there’s still so much more to come. For Tonik Cycling, it’s a future that’s full of opportunity and promise. And at Bizee, we’re happy to be along for the ride!
Want to Learn More About Tonik Cycling?
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