In this episode of Performance Delivered, host Steffen Horst speaks with Natasha Nikolaeva, founder of StretchIt, a leading wellness app and workplace platform helping people improve flexibility, mobility, and mindfulness through movement.

Natasha shares her journey from practicing corporate law to becoming a wellness entrepreneur — and how she turned a personal struggle with back pain into a purpose-driven business that empowers people and organizations to move, feel better, and thrive.

She reveals how StretchIt grew from an Instagram community into a global digital brand, the strategies behind its early marketing success, and how it continues to innovate in both the consumer and corporate wellness space.

In This Episode, You’ll Learn:

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  How Natasha turned her personal wellness journey into a purpose-driven business.

  
  

• The early marketing strategies that helped StretchIt gain global traction.

  
  

• Why consistency and community were key to building long-term engagement.

  
  

• The shift from consumer fitness to workplace wellness — and what Natasha learned entering the B2B market.

  
  

• How StretchIt uses competitions, challenges, and personalization to boost retention.

  
  

• The metrics that truly matter when scaling an app-based wellness business.

  
  

• How purpose, storytelling, and product design drive user trust and brand growth.

CONNECT WITH OUR HOST & GUEST

🎙️ HOST: Steffen Horst  – Host, Performance Delivered Podcast
🔗 LinkedIn:Steffen Horst 

👩‍💼 GUEST: Natasha Nikolaeva – Founder, StretchIt
 🌐 Website: stretchitapp.com
🔗 LinkedIn: https://www.linkedin.com/in/natasha-nikolaeva-b108b92/
📱 Instagram: @stretchitapp

TIMESTAMPS

00:00 – Intro: From law to wellness entrepreneurship
 01:20 – The spark behind StretchIt and Natasha’s personal story
03:30 – Building an app before launch and early marketing prep
05:00 – Instagram as the foundation for brand awareness
07:00 – Launching globally through community engagement
09:15 – Positioning StretchIt in a crowded wellness market
12:00 – Expanding from flexibility training to workplace wellness
13:50 – The shift to B2B and offline marketing strategies
15:00 – How StretchIt keeps users and employees engaged
17:50 – Retention strategies and the upcoming AI Coach feature
19:40 – The key business metrics that drive StretchIt’s growth
21:50 – How engagement differs between consumers and corporate users
24:40 – The power of small, consistent movement habits
25:30 – Where to connect and learn more about StretchIt

The views and opinions expressed on the Performance Delivered podcast are solely those of the host and guests and should not be attributed to any other individual or entity. This podcast is an independent production of Performance Delivered, and all rights of ownership and reproduction are retained. © 2025