Kim Kardashian's Trainer Senada Greca Builds Supplement Brands on Cost-Cutting AI

Senada Greca, personal trainer to Kim Kardashian, is using AI to cut costs across sourcing, manufacturing and logistics — and says she'll pass the savings to consumers rather than pocket them. Greca, who counts more than 10 million followers across platforms, founded two wellness companies: the fitness app WeRise and the supplement brand Aonic.

Her entry point was the most high-profile training job in Hollywood. Kardashian discovered Greca through social media, liked years of work in her online portfolio, and hired her.

"She appreciated my discipline, my story, and what I'd accomplished, so that's how she found me," Greca recalls. "I like to say that you can't control who discovers you or your work, but you can control what they find when they do. So when that opportunity came, I was ready for it. I didn't chase it, but it happened, and I'm glad it did because it introduced me to so many opportunities that I'm incredibly grateful for."

How did Greca get here?

Her path started in hardship. Greca grew up under a communist regime in Albania, where her family faced food scarcity. She moved to the U.S. at 14 and hit what she calls a massive culture shock.

"I was stepping into womanhood during that time, so I went from scarcity in a communist country to now plentitude of different things, and responsibilities changed," she says. "Now I was the only one in the family that spoke English and had to kind of carry the family at 14. And that started eating disorders, depression, anxiety."

Fitness became her way out. She shifted her goal from being as skinny as possible to becoming as strong as possible, and replaced motivation with discipline.

"Motivation is a feeling," Greca explains. "It's transient. We feel like working out today. We might not feel like working out tomorrow. But when you build that discipline day in and day out, that's what carries you through when motivation is lacking."

She now applies the same logic to running companies. "I very much liken building a strong body to building a strong business, but on a much bigger scale," she says. "It's pushing through those tough days, making those tough decisions, showing up when you absolutely don't want to."

What is WeRise?

Greca holds an MBA and worked in finance and sales before fitness became a career. She filmed workouts for Instagram in her spare time, and as her following grew, she tested a theory: "I've always wondered, would my training methods work for somebody else?"

The answer became WeRise, founded as her first company. "WeRise was taking that philosophy that I built for myself," Greca says. "Helping women step into the strongest version of themselves, and not just physically, but mindset as well. Overcoming traumas, overcoming imposter syndrome, overcoming career development problems that they had."

The app started as a standard fitness product. It has since evolved into what Greca calls "your partner in transformation," combining strength training, personal coaching from Greca, nutrition tips and a built-in community for accountability.

She says she trains Kardashian with the same methods used on the app, which Kardashian shared on social media during Greca's September workout challenge.

Why sell supplements at cost?

The Kardashian experience partially inspired Aonic, a science-driven supplement company Greca founded to show the reality behind her own routine. Its motto: "end the markup."

"I kept seeing people who wanted to take care of themselves in a much better way through supplementation, but without the confusion and stress," Greca says. "There's so much confusion when it comes to health and wellness, especially with healthcare optimization. I think sometimes that confusion is created so people can sell you something. With Aonic, we wanted to simplify that."

Greca argues the supplement category is packed with premium brands that add ingredients to justify premium prices. "We didn't want to become another brand like that," she explains. "We wanted to end that premium pricing, which incorporates all of the marketing, advertising, logistics, and warehousing."

Aonic's model: customers join the Aonic Club, pay an annual membership, and get products at cost. "This way the quality stays, and the markups get ditched," Greca says.

Kardashian has never been asked to promote the brand directly, but she backs it anyway. "Kim has shown this before on social media, but she loves Aonic," Greca says. "She loves creatine, Aonic build, and the Aonic fuel, especially the cans."

On AI, Greca is candid about her ambivalence. "I don't know that I love AI, to be honest with you, or where some things could potentially be heading," she says. "But if we utilize it smartly, I think we can use it with Aonic to cut costs across sourcing, operations, manufacturing, finance, and branding, and bring those savings to the consumer. AI is being used in Silicon Valley to make companies loads of money, but nobody is really thinking about how it can reduce costs for consumers. I think we're leading that effort, especially when it comes to supplement brands."

Can the brands outgrow their founder?

Unlike many influencers, Greca says she doesn't want to be the face of her companies forever. "I want the brands, whether it's WeRise or Aonic, to grow beyond my relevance," she says. "I want them to encompass everything wellness while staying true to the standards of quality we've established in these early stages."

She frames the mission as accessibility, and warns against over-monetizing an audience. "It's not, 'How can I make as much money as possible?' It's, 'How can I help as many people as possible in the best way possible, in the most accessible way possible?'" she says. "Because, again, like I've said before, if you try to capitalize on the trust of people with every single thing that gets thrown at you, you're eventually going to deplete that trust fund, as I call it."

Greca's bet is that a Kardashian-sized platform plus at-cost pricing and AI-driven savings can disrupt supplement economics — and that consumers will reward transparency over premium branding.