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Jeff Johnson
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Jeff Johnson
Carrie Underwood has spent the last several years building a community rooted in health, balance, and consistency through her fitness platform, fit52. Now, she’s taking that mission one step further.
With the launch of HiNote, Underwood and co-founder and CEO Kerrigan Behrens are entering the nutrition space with a clear goal: to make wellness feel less overwhelming and more attainable for everyday life.
For Underwood, the move felt like a natural evolution rather than a pivot.
“It was always a hope that fit52 would be relatable and accessible to lots of people,” she says. “We’ve spent the last several years building a really great community, and we’re always learning and evolving. This just felt like the natural next step.”
That foundation of accessibility has been central to Underwood’s approach from the beginning. She describes fit52 as a way to meet people exactly where they are, especially those who may feel intimidated stepping into a gym or unsure where to begin in their fitness journey. HiNote carries that same philosophy into the nutrition space, offering an easy, approachable way to support daily wellness.
Behrens echoes that mindset, explaining that the brand was built around the idea of “common sense self-care.”
“We didn’t want to make something overly complicated,” she says. “We wanted something that delivers noticeable results and fits seamlessly into your daily life.”
That guiding principle shaped every decision behind HiNote’s first product, the Everyday Energy Daily Nutrition Drink Mix. According to Behrens, three key non-negotiables drove the development process: taste, quality, and real impact.
“If something doesn’t taste good, it doesn’t matter how good it is for you. People aren’t going to drink it,” she says. “We spent a lot of time doing blind taste tests and refining the flavors. We also focused heavily on sourcing and formulation so people can trust what they’re putting in their bodies without overthinking it.”
Beyond taste and trust, the product was designed to actually make a difference in how people feel. Built around foundational nutrients like protein, fiber, and fruits and vegetables, the goal is to support sustained energy in a way that feels natural rather than artificial.
Behrens points to the balance of ingredients as a key differentiator, including a blend of clear whey protein and collagen to create a lighter, more refreshing alternative to traditional shakes.
“Clear protein is much easier to drink and feels lighter,” she says. “The collagen complements that by supporting skin and joints, so you get a more well-rounded result.”
Underwood notes that the product was never intended to be a strict dietary solution or a replacement for meals. Instead, it fills the gap for busy women looking for something simple and effective in their day-to-day routines.
“We’re not into super strict, crazy dieting,” she says. “We didn’t want this to be a meal replacement. It’s more of an easy grab for women like us. Something that helps with hydration, gives you that protein, adds fiber, and just makes your day a little easier.”
That simplicity is also what made Underwood confident in putting her name behind the brand. After years of earning trust with her audience through fit52, she saw HiNote as a continuation of that relationship rather than a departure.
“We’ve built trust over the years, and the question became how we continue to do that,” she says. “How can we keep helping people? This felt like an easy next step.”
Looking ahead, that sense of growth extends beyond a single product. HiNote is also expanding the fit52 ecosystem into HiNote Life, a more comprehensive platform designed to support fitness, nutrition, and overall well-being in one place.
For Underwood, the vision is rooted in helping women navigate the demands of modern life without losing sight of their own needs.
“We’re all running and trying to wear so many hats, and it can be exhausting,” she says. “We can’t forget about ourselves. If we can provide small, easy wins throughout the day like time to move your body or take a moment for yourself, that can make a big difference.”
Behrens adds that the community element, something that has long set fit52 apart, will remain at the core of HiNote Life.
“These are women who are supporting each other, celebrating small wins, and showing up for themselves,” she says. “That kind of community makes you so much more likely to stick with it.”
Together, the combination of approachable products, supportive community, and a simplified approach to wellness reflects what both founders see as the future of the space.
“It’s not just about the body,” Behrens says. “It’s about mind, body, and soul.”
And with HiNote, Underwood is hoping to help women find all three, one small step at a time.