It takes a lot to build a good brand. No matter what your business is, if you can tap into what makes your brand stand out and take on a meaning beyond itself, you will see massive success. As the Chief Brand Officer of REVOLVE, Raissa has taken social branding to another level. She shares what it takes to build a brand that resonates beyond itself, how to get over the fear of taking bold action, and learning to lead a team with love. There is so much to learn from her.

Question Highlights:

  • Can you tell me a bit about your story?
  • How do you know what idea you want to move forward with?
  • How do you continue to move forward even if you fail?
  • How do you lead a team with care?
  • How do you not take things personally in business?
  • What three lessons do you want to leave to your daughter?

“No one is questioning you but yourself.”

-Raissa Gerona


  • Raissa’s story
  • Taking a branding decision from idea to implementation
  • Stepping forward through failure
  • Leading with love and care
  • Three life lessons


Helaine Knapp

Founder & CEO of CityRow Go. After spending years climbing the corporate ladder, Helaine Knapp left the world of publishing for tech start-up life. Group fitness was her outlet while working hard and taking on the hustle and bustle of New York City. However, months of spin and boot camp classes left her with a lower back injury, and she began searching for a workout that was low impact, but super effective. After a friend suggested rowing, Helaine initially rejected it as something “my dad did in college,” but following a few workouts on a sexy machine, and pairing it with total body sculpting moves, her mind was changed and the concept for CITYROW was born. With a mission of delivering a smart, fun, effective workout to all fitness levels, under Knapp’s leadership, CityRow has grown from one studio in New York City to a national, omnichannel fitness brand with 12 open studios and 65 franchises sold nationwide along with a top-ranked, on-demand, global program featuring at-home rowers and a fast-growing digital subscription business. Knapp has yet to row on the water and has been featured as a business leader and a wellness expert on TODAY, Women’s Health, ABC, Harper’s Bazaar, Shape, Well + Good, Vogue, Yahoo! Finance, and PEOPLE, among many others.


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