To her 769,000 Instagram followers, fitness entrepreneur-turned-brand founder Amanda Kloots feels like a friend who just happens to sometimes star in movies or host TV shows — she wrapped her gig on CBS's "The Talk" when the show ended last year and hosts "Live From The Other Side" on Netflix. Some of her fans have been following her journey since she started teaching fitness classes nearly a decade ago, in 2016. That was when she first transitioned out of her previous career as a Radio City Rockette and Broadway dancer and started building her fitness business, Amanda Kloots Fitness.
Earlier this month, Kloots launched Proper, a wellness brand that debuted with five powder supplements. It is the seventh brand to launch in partnership with Ben Bennett's incubator, The Center — its other brands include Naturium, which exited to E.l.f. Beauty at the end of 2023. Bennett and Kloots are striving to create products that appeal to the "everyday woman who comes to my classes, who is really just looking for something to keep her happy and to make her feel her best," Kloots said on this week's episode of the Glossy Beauty Podcast.
Proper's first five products include the greens powder Daily Boost, Metabolism + Energy Boost, Digestion + Bloat Relief, Immune Support, and Calming Aid. Each is $28 and, for now, exclusively available direct-to-consumer. And they're brightly colored to represent the idea of "drinking the rainbow," Kloots said.
On this week's episode of The Glossy Beauty Podcast, Kloots discusses how the early days of the boutique fitness boom made her social media savvy, what business lessons she learned from past ventures and collaborations, and what's next for Proper.