Our Story
Tony Vidal
An adamant ambassador and native son of Crooklyn. The by product of one too many beat breaks, back spins, and drum solos. With a thirst for knowledge and innate skepticism, this boom bap provocateur speaks his mind and questions his environment in a perpetual pursuit to reap the very best of what the human experience has to offer.
KR Jones
Baltimore born, Brooklyn educated, Universally respected. The Spiritual advisor of the squad brings his own brand of wisdom and style to the conversation. KR Jones makes his mark on fitness culture as a movement artist, content creator, certified personal trainer & yoga instructor, and of course as the Organic Thug.
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Founder
For over 17 years, Tony Vidal has been a force for good in the health and fitness industry. He's not just a trainer, he's a strategist, a leader, community builder and innovator. From co-founding a health and wellness SaaS platform to spearheading social impact initiatives, Tony's all about using cutting-edge tools to close the health gap and empower communities.
With a Master's degree in exercise physiology, he's spent years in the gym trenches, creating fitness programs and coaching clients of all levels. From his early days crafting personalized training programs as a Tier 3+ trainer at Equinox to being the North American Head of Implementation for eGym, Tony has explored every corner of the wellness industry.
But Tony's not just about the sweat and reps. He's a masterful communicator with a passion for making wellness accessible for everyone. He's been a podcaster and content creator since 2013, and has secured media coverage for apparel companies, wearable devices, international gym chains, non-profit clients, and even delved into biohacking to refine his own approach to holistic wellness.
So, whether you're a seasoned athlete, just starting your wellness journey, or an industry veteran looking to get the most from your next opportunity, Tony's got the knowledge and the determination to help you reach your goals.
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Creative Director
KR Jones of UNDNYC has over 10 years of experience in professional personal training. He trained professionally at Equinox in New York City for 4+ years and has instructed numerous credited certification courses on person training for other industry professionals as well. Holding a Bachelors in Health Sciences with a focus on Strength & Conditioning, KR has both educational and hands-on experience, making him an expert in his field. His focus when working with clients is on improving their quality of life, as well as injury prevention and recovery. KR is also a seasoned yoga practitioner and instructor, beginning his personal practice in 2012 and becoming certified in 2019. He has since taught yoga weekly from 2020-present.