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P90X Creator Tony Horton Is Building a New Business From the Ground Up

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Not only is Tony Horton’s new workout Judi online program, Power Nation, unaffiliated with Beachbody – the company that produced P90X, P90X2 and P90X3 – it also represents a shift in philosophy to a more holistic approach to wellness.

Power Nation is a turning point in Horton’s career; he is on his own now, without all the resources of a large company behind him.
“I had a great run with Beachbody for 20 years,” Horton told business.com. “But they started to go in another direction, and it didn’t seem like a direction I wanted to go in. We tried to piece a deal together, but we just didn’t see eye to eye.”

That was two years ago, and Horton has been busy since, launching his own supplement line called Power Life. Eventually, Horton realized there was significant demand for a new workout program a la P90X: Power Nation was born.

“My fan base was kind of screaming for the next thing … And since I’m not with Beachbody anymore, obviously I can’t take that name and call it P90X4,” Horton said. “So, I created this thing called Power Nation and we did it straight to the consumer … so we’re in the midst of that and we’re having a blast.”

Horton is also planning to release his own fitness equipment line to support at-home workouts following the closure of gyms across the country in response to the COVID-19 pandemic and the subsequent dearth of available workout equipment.

The experience of becoming a self-made entrepreneur with several active projects after working alongside Beachbody for two decades has included many lessons for Horton. While he acknowledges that it has been “about 15 times harder than expected,” he added that the journey has been full of rewards and invaluable lessons.