Founded with a vision to empower individuals, The Fit Co was born out of a desire to transform the fitness landscape. Our founder, Laura Kovall, experienced the challenges of an exclusive fitness industry firsthand—high prices, rigid schedules, and programs that didn’t cater to everyone’s needs. At The Fit Co, we believe that fitness should be an empowering journey for all, regardless of age or fitness level.

Our mission is clear: to make fitness accessible, flexible, and affordable for everyone. We offer personalized solutions that prioritize your well-being, empowering you to achieve your goals on your terms. Join us in redefining fitness as an essential part of your everyday life!

Our Mission and Values

Meet Laura, Our Founder

Born and raised in Manhattan, Laura has always embraced the philosophy of doing it all. A dedicated three-sport varsity athlete and captain, she transformed her passion for fitness into a lifelong pursuit, becoming a ten-time marathon runner (and counting).


After graduating from Cornell in 2000, Laura began her career in television production at ABC’s The View, followed by news producing at CNN until 2007. She then pursued a master’s degree at Columbia University’s School of International and Public Affairs, specializing in Middle East Security Policy and Arabic, which led her to a role as an Intelligence Research Specialist with the NYPD Intelligence Division.


Throughout her diverse career journey, fitness remained a cornerstone of Laura’s life. It was during her pregnancy with her daughter, Sophia, born in March 2012, that she decided to turn her passion for fitness into a career. She launched a fitness brand and developed a unique method tailored for pre- and post-natal women, as well as busy executives seeking to integrate fitness into their hectic lives. This included operating a studio (The Fit Co NYC) for two years and creating both livestream classes and personal training sessions.


In February 2020, Laura took on the role of studio manager for F45 Training in Mt. Kisco, where she worked for two and a half years. She then served as the Director of Health and Fitness at the Shames JCC in Tarrytown. Now, Laura is excited to refocus her efforts on rebranding The Fit Co 2.0 and is eager to relaunch a platform that empowers individuals to achieve their fitness goals on their terms.

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