Natasha Nikolaeva

In your own words, what’s your role in the app business right now?

I run one of the most successful fitness apps on the App Store and Google Play. I work closely with my product development, marketing, and content creation teams to make sure STRETCHIT grows its audience and delivers top-quality stretching classes to its users.

How did you end up working in apps? / get started?

After years of successful practice as a corporate and M&A attorney at DLA Piper, I moved to New York to pursue my master’s degree at Fordham School of Law. In my free time, I started taking stretching classes at a nearby dance studio. I was super inflexible and my fingers couldn’t even reach my toes in a forward fold. I started training and immediately noticed improvements in my overall health and mobility. My body pains were gone, my flexibility improved, and I started moving and even sleeping better.

In my 30ies (now 40ies), I was feeling healthier than ever before. I wanted to share that with the world. Upon completion of my master’s degree and passing the NY State Bar Exam, I quit my job as a lawyer and founded STRETCHIT with my sister Marina so that we could bring the positive impact and health benefits of stretching to people all over the world.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’m excited to see more and more high-quality apps available on the market. It seems like there is an app for everything, yet there’s still so much space for growth. In terms of tech, I’m interested to see the evolution of artificial intelligence and it’s effect on the industry.

What other companies in the app space do you rate/ inspire you and why?

I was inspired by TikTok when it first launched. It seemed like the market was monopolized by Instagram, but TikTok managed to create something so similar yet so different and become so popular among younger people.

What do you like most about working in apps?

I like the freedom that comes with it. I can work from anywhere in the world which is pretty cool. Also, I really like being able to reach and help millions of people improve their health and flexibility through the STRETCHIT app.

What one thing would you change about the app industry / market?

I would make store search engines more transparent and sophisticated.

Where do you think there’s an opportunity for apps / or unmet needs?

There’re definitely opportunities for apps in the healthcare space.

If you weren’t working in apps what would you be doing?

I would probably still be a lawyer.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Anything and everything online shopping related.

Is there anything else we should know about you?

I’m happy to be able to do what I really love!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.