If you’ve scrolled through Instagram or YouTube anytime in the last five years, you’ve seen her. Krissy Cela. The Albanian-born powerhouse who went from law student to fitness mogul. She’s the face of Oner Active, a brand that seemingly appeared out of nowhere to dominate the gym floor.
But honestly? It wasn't an overnight success. Not even close.
People love to look at the $100 million empire and assume it was just "influencer luck." They think she just slapped a logo on some leggings and called it a day. That's actually the biggest misconception out there.
The Shift from CEO to Creative Visionary
In a move that surprised a lot of people in the business world, Krissy actually stepped down as CEO of Oner Active back in 2024. Most founders cling to that title like a life raft. Not her. She handed the reins to Zach Duane, a guy with over 25 years of experience working with names like the Beckhams.
Why? Because she realized she’s a creative, not a corporate operator.
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She took the role of Creative Director instead. It was a gutsy move. It allowed her to focus on what actually built the brand: the products, the campaigns, and the "Extraordinary Stories" series that highlights real women with real scars and real struggles.
Why Oner Active Actually Scaled So Fast
Most activewear brands try to be everything to everyone. They want the yoga crowd, the runners, and the people who just want to look cute at brunch. Oner Active did the opposite.
They doubled down on strength training.
By 2024, the brand was reporting a gross revenue of roughly $107.6 million. That’s a massive jump from the $61.3 million they did just a year prior. You don't get those numbers by being generic.
Krissy basically bet on the fact that women were tired of "flimsy" leggings that went see-through during a heavy squat. She wanted performance gear that could actually handle a 100kg deadlift.
The Product Ecosystem
It’s not just about the Effortless Leggings (which, by the way, have sold over a million units). It’s about how the brand connects to her other business, the EvolveYou app.
- EvolveYou provides the "how-to" (the workouts).
- Oner Active provides the "uniform" (the gear).
It’s a closed-loop system. If you’re using her app to lift heavy, you’re probably wearing her clothes to do it. The app itself is no slouch either, bringing in over $10 million in gross turnover as of early 2025.
The Reality of Running a "Female-Led" Giant
You'll often hear Krissy talk about the fact that 87% of her workforce is female. That’s a cool stat, but it also comes with its own set of pressures. Being a woman in the fitness industry means every move you make is scrutinized.
Remember the drama on Reddit and "Gymsnark"?
People love to pick apart her personal life—her past engagement to business partner Jack Bullimore, her subsequent relationship with Brett, and her journey into motherhood with her son, Arlo.
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Some critics call her "performative." Others say she gives off "mean girl" vibes in her older YouTube videos. But if you look at the raw data, the community loyalty is freakish. When they launched the Raw Lounge collection—inspired by that gritty, 90s-style garage gym aesthetic—it sold out almost instantly.
Sustainability and the 2026 Goals
Let's talk about the "dirty" side of fashion. Activewear is notoriously bad for the planet. Polyester and nylon aren't exactly eco-friendly.
Oner Active has been relatively open about the fact that they aren't perfect. Right now, they manufacture in Turkey, China, Vietnam, and Bangladesh. But they’ve set a hard target: by the end of 2026, they want 100% of their garment and accessory packaging to be recycled.
They’ve also started phasing in recycled yarns and organic cotton. It’s a slow pivot, but in the world of fast-growth fashion, "slow" is often better for actual longevity.
What's Next for Krissy Cela?
As we move through 2026, the strategy seems to be shifting toward Hybrid Training.
The recent launch of the AirMove™ fabric and the Hybrid capsule shows they are moving beyond just "lifting" and into more dynamic, high-intensity movement. It's a smart play. The fitness world is moving away from just one style of training. People want to be strong, but they also want to be able to run a 5k without gasping for air.
Actionable Business Insights from the Oner Growth Model
If you're looking at this from a business or marketing perspective, there are three things Krissy did right that most people miss:
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- Niche over Mass: She didn't try to beat Lululemon at yoga. She beat them at the squat rack.
- Community over Campaign: She uses "community casting" for her shoots. The women in the ads are often actual customers, not just professional models.
- Admitting Limitations: Stepping down as CEO to let a professional scale the logistics while she kept the "soul" of the brand was the smartest move she ever made.
The brand is currently aiming for even higher global expansion, specifically targeting the US market where they believe the "lifting culture" is even more ingrained than in the UK.
If you're trying to replicate this kind of growth, start by identifying the one specific "pain point" your audience has. For Krissy, it was leggings that couldn't handle a workout. For you, it might be something else entirely. But the lesson remains: solve the problem for a small, obsessed group of people first. The millions in revenue usually follow the obsession, not the other way around.
Keep an eye on their "Project Power" initiative too. It's her school program that’s already donated thousands of kits to get young girls moving. It's a long-term play for brand sentiment that most "influencer" brands completely ignore.
Key Milestones for Oner Active (2020–2026)
- 2020: Oner Active launches with the Classic Seamless collection.
- 2021: The first "Stronger Together" community event in London.
- 2023: The "Effortless" collection hits 1 million sales.
- 2024: Krissy steps down as CEO; Zach Duane takes the lead. Revenue hits $100M+ mark.
- 2025: Launch of the Hybrid capsule and AirMove™ technology.
- 2026: Target for 100% recycled packaging and expanded US retail presence.
The landscape of fitness is changing, but the core of what Krissy Cela built—a brand that treats strength as a "badge of honor"—is clearly here to stay.