This mum made rhythmic gymnastics shoes from her kitchen table, now it’s a whole M’sian biz

When you think of startup stories, you might imagine tech bros coding in a dorm or entrepreneurs pitching to investors in boardrooms. But sometimes, innovation begins in far humbler places—like a kitchen table in a home filled with the giggles (and bruises) of young gymnasts.

This is the story of Tonya Twins, a Malaysian rhythmic gymnastics half-shoe brand born out of love, necessity, and a mother’s relentless drive to protect her daughters’ feet.

The footwear gymnasts must have 

In rhythmic gymnastics, there’s one unspoken rule: no full shoes, no barefoot. 

Instead, gymnasts typically wear toe shoes or half-shoes. These are not mandated, but it’s considered disadvantageous to not wear them. This is because the sport demands control, fluidity, and elegance—movements are performed on the balls of the feet, while the heels stay afloat. 

As such, half-shoes are not just accessories; they’re essential gear. But, as Madam Tonya, a former gymnast and now mother of six, learnt the hard way—most half-shoes in the market were either overpriced, uncomfortable, or simply not durable enough for daily training.

When her twin daughters began their gymnastics journey, she was stunned by the mismatch between price and quality.

“Almost every week, I had to change them. Imagine how much that costs,” she recalled. 

“I switched to another brand, which looked like it was of better quality. But it had open stitches inside. So after three hours of training, they got blood and blisters on their pinkies. It really, really looked terrible and my heart broke.”

Not giving in, Madam Tonya changed from brand to brand, from week to week, to cater to her twin daughter’s passion in rhythmic gymnastics. Until one day, the blisters and habit of trying new brands of half shoes became unbearable. The blisters turned into bleeding. And heartbreak turned into resolution. 

Enter: DIY Mode

Fed up with rotating between disappointing brands, Madam Tonya rolled up her sleeves. Literally.

She pulled fabrics from around the house and stitched together a prototype using a rubber hose and her daughters’ feet as the model. It took lots of trial and error, but after numerous attempts, the result was a pair that could survive rotation drills. Yet, it was still far from ideal.

Soft, stretchy, durable, and safe—that was her checklist. As a former athlete herself, Madam Tonya sketched the design, borrowed a sewing machine, and brought on a local tailor to help refine the shape. 

Initially, the half-shoes were only meant for her daughters. But soon, their teammates took notice. 

“Where did you get that?” they would ask. When they realised it was Madam Tonya behind the creations, they began ordering them. Even the coaches began paying attention.

That’s when the humble kitchen project started turning into a mini brand.

Not just play, but precision 

Ask any rhythmic gymnast, and they’ll tell you—those sleek routines that last 90 seconds on stage? They’re the result of four to five hours of daily training. Every movement is judged, and the feet? They must be flawless. No crooked toes, no stiff postures and poised movement. 

That’s why the right half-shoe is as important as the ribbon or hoop.

But what makes Tonya Twins’ toe shoes better than what’s on the market? 

Well, Madam Tonya’s shoes feature hidden internal stitching and snug rotatability. Tonya Twins’ three-layer inner sole protects the feet while offering flexibility. The outer layer, made of scuba fabric, stretches just right. Extra grip points hug the foot for security, and the hidden stitch makes them ultra-comfortable during pivots and leaps.

Starting out, she made everything hand-stitched and used high-quality materials, mostly imported from Korea. Even the rubber’s shade had to match a gymnast’s skin tone and the competition mat. Details mattered.

In fact, having torn and tattered half-shoes during competition is a big no-no, Madam Tonya shared. This is as it comes off as a disrespectful gesture to the judges, which may affect performance results or even lead to disqualification.

Thankfully, people noticed her efforts.

By 2022, she was managing large-scale orders and distributing half-shoes internationally. Demand outpaced capacity, leading Tonya Twins to start mass producing the products. 

Today, their starred product, Toniflex, is available in six ranges of sizes; M, S, S1, S2, S3 & S4. The measurements are for kids and follow with Asian measurements. Made for both competition and daily training, Toniflex currently is only available in a peachy skin-toned colour. 

Toniflex’s retail price starts from RM50. This might seem pricier than your average pair, but it’s designed to last a lot longer than other brands.

The brand now has traction internationally—especially in Russia, where rhythmic gymnastics is practically a religion.

So, what’s next?

The story of Tonya Twins is still just getting started. 

Madam Tonya already has plans to branch out into leotards, tights, and other gymnastics essentials. She’s also inviting coaches to contribute to future designs and even organising mini competitions with Tonya Twins gear in the spotlight.

But her core mission remains: get more Malaysian kids into rhythmic gymnastics, especially from as young as 3 years old.

Because, as she puts it, “That’s when their bodies are soft and their spirits are curious.”

Through durable, protective, and wallet-friendly products, Tonya Twins might just be making rhythmic gymnastics a more approachable sport.

From a mother’s heartbreak to a growing startup, Tonya Twins is proof that innovation doesn’t always need a Silicon Valley zip code. Sometimes, it just needs a mother’s love, a sewing machine, and a dream stitched in soft scuba fabric.

Featured Image Credit: Tonya Twins