Work it Out is all about empowering women to feel their best through fitness. How did you first start and how has your mission evolved?
I founded Work it Out in Hoboken over 10 years ago, and it’s a female-driven, fitness lifestyle brand. We consider ourselves a haven where women can work out in an environment that feels comfortable, familiar, and without judgment. I love to create and Work it Out is an extension of who I am. I am constantly refining the brand as my vision evolves. Before this, I was involved in competitive gymnastics and opening a business always felt like the ideal path for my professional growth.
In the beginning, I did not want to believe this was going to be as insane as it has become. In general, I like to think I am an optimistic and positive person, and this virus was anything but that. So, I refused to give in to the fear right away. After discussing the virus with family and friends, I was coming to see that this was very much a real situation. Our business caters to women and girls of all different ages and both our employees and clients started to have concerns. To ease everyone’s fears, we released new cleaning protocols to ensure everyone’s safety. I assumed this was as far as it was going to go. By the third week, though, the climate of fear was escalating fast in the world and it hooked me. I was feeling a whirlwind of emotions—anger, sadness, confusion, disappointment, and pressure. On top of this entire COVID conversation, I’m 8 months pregnant. For someone who is pretty quick under pressure and has a lot of answers, I was thrown completely out of balance and understood nothing.
Keep your head down and focus on yourself and the things you can control—everyone’s path looks different,” — Noël Fiorentinos, NJMOMprenuer and owner of Work It Out
The short answer to this is that she has given me ultimate validation for the path I have chosen. I know in my heart what I do will shape who she becomes. My goals haven’t changed because of her, they’ve just become more crucial to achieve.

I am 6 years older than my sister Devon, who runs our Girls’ Gymnastics Program, and 9 years older than Tara, who handles all our marketing. I wear many hats when it comes to our relationships. In ways, I’m their second mother. I can act as a mentor, a friend, obviously their sister, and then their boss. It’s a delicate dynamic that constantly changes. I find experience, life stages and maturity all play a role in how we are getting along. I love them immensely, and taking everything into account, I am honored they choose to work for this company. It’s very special that we get to grow this together.
Currently, I am trying my best to prepare. I recently started with tangible tasks like transitioning Vaida to a new bedroom and getting the nursery ready. Professionally, I don’t know if this climate will allow for a smooth transition. I plan to take the same approach as I mentioned above —one day at a time.
The Work It Out online shop has a great assortment of athleisure, loungewear, beauty products, and accessories. Our products are under $60 and will make you feel good about yourself during this quarantine and every purchase goes to our staff and studios. As for other businesses, there are so many. Hoboken is such an amazing little city. Hoboken Girl has been doing an incredible job giving all businesses even coverage and visibility. I’m so proud to be a part of this small business community for 10 years. We will all survive this and come back stronger—I feel it.
Keep your head down and focus on yourself and the things you can control—everyone’s path looks different.