Fitt Insider

Julia Nimocks, co-founder and CEO of Freaks of Nature, joins to discuss her journey in building a performance skincare brand for outdoor athletes alongside surfing legend Kelly Slater. They delve into the underserved market of athletic skincare and the innovative microbiome-first formulations aimed at skin longevity. Julia shares insights on leveraging a lean team model with contractors, the brand's unique marketing strategies involving athlete ambassadors, and plans for expansion into new product categories by 2026.

Jannine Versi, co-founder and CEO of Elektra Health, leads a virtual clinic revolutionizing menopause care. She shares insights on building patient trust and the challenges of early telemedicine adoption. Jannine discusses how Elektra's insurance-first strategy broadens access, and emphasizes the importance of community and education in women's health. With plans to expand into broader aging care, she highlights how menopause can serve as a gateway for comprehensive health support, shaping a future of value-based care.

Today, I'm joined by Ana Montero and André Marques-Smith, co-founders of Atlas. A behind-the-ear brain sensing wearable, Atlas tracks clarity, stress, and cognitive performance in real time, bringing neuroscience research from academia to consumers' hands. In this episode, we discuss building the brain health wearable for everyday life. We also cover: Atlas's five-year R&D process Modernizing outdated mental health diagnostics Early detection and prevention of neurological conditions Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Join the Waitlist: www.atlaswearable.com Atlas on LinkedIn: https://www.linkedin.com/company/atlaswearable/ Atlas on X (Twitter): https://x.com/atlaswearable - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities. Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/ Chapters: (00:00) Introduction (01:30) Ana and André's backgrounds in neuroscience (03:25) The problem with mental health diagnostics today (04:30) Why existing wearables can't track brain activity (05:50) Building sensors that work in motion conditions (06:25) Five years of R&D (08:00) Why behind-the-ear brain sensing (10:30) What Atlas measures (13:00) Brain scores vs. peripheral body metrics (15:30) Use cases (18:00) The personalization challenge in brain data (20:30) Long-term vision (23:00) Building consumer traction before clinical applications (25:30) Fundraising and investor interest in brain tech (28:00) Beta testing program and user feedback (30:20) Research studies: stress, nutrition, and brain activity (32:35) Early detection and prevention (35:05) Conclusion

Today, I'm joined by Todd Meleney, co-founder & CEO of While on Earth. An athletic footwear and apparel brand for the modern wellness consumer, While on Earth prioritizes versatile "performance wellness" over single-sport specialization. In this episode, we discuss creating an underdog brand in a competitive market. We also cover: Christian McCaffrey's role as co-founder Defining "performance wellness" as a category Investing in grassroots community over paid marketing Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider While On Earth's Website: www.whileonearth.co While On Earth's IG: https://www.instagram.com/whileonearth/ - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities. Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/ Chapters: (00:00) Introduction (01:40) Todd's background and While on Earth overview (02:40) White space opportunity in performance footwear (04:25) Lessons from building NOBULL (05:15) Shifting consumer behavior toward holistic wellness (07:15) Defining "performance wellness" as a category (09:30) Product philosophy (12:00) Building vs. buying brand awareness (14:30) Grassroots community strategy over paid marketing (17:00) Retail strategy (19:30) Athlete partnerships (22:00) Christian McCaffrey as co-founder and investor (24:30) Product roadmap and innovation focus (27:00) Staying authentic while scaling (29:05) Running category launch in 2026 (30:15) CMC signature product line coming 2026 (32:45) Role of athletes in brand building (34:50) Conclusion

Today, I'm joined by Shahab Elmi, co-founder & CEO of Cymbiotika. With 100M+ packets sold in its first six years, Cymbiotika is bringing transparency to the supplement industry with liposomal formulations and rigorous third-party testing. In this episode, we discuss building a supplement brand focused on efficacy over marketing. We also cover: Liposomal delivery as a differentiator Why churn reveals true product efficacy Avoiding the wellness DTC race to the bottom Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Cymbiotika's Website: www.cymbiotika.com Cymbiotika's Instagram: https://www.instagram.com/cymbiotika/ - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities. Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/ Chapters: (00:00) Introduction (01:15) Shahab's background and Cymbiotika's origin story (02:00) The problem with the supplement industry (02:45) Why transparency and testing matter (04:15) Churn rate as the ultimate success metric (05:45) Organic celebrity endorsements vs paid sponsorships (09:00) Liposomal delivery technology explained (12:30) Manufacturing in-house vs outsourcing (16:00) The DTC race to the bottom (18:30) Building trust through radical transparency (20:30) Competing on efficacy, not marketing spend (23:00) Taking on industry fraud and fake claims (24:30) Announcing multiple third-party clinical trials (26:50) Patent enforcement and liposome validation (27:35) Product roadmap (29:25) Conclusion

Today, I'm joined by Brian Le Gette, founder & CEO of Ammortal. A wellness technology company, Ammortal's immersive recovery chambers combine PEMF, red light, molecular hydrogen, breathwork, and meditation into a single therapeutic experience. In this episode, we discuss building the future of regenerative wellness tech. We also cover: Raising a Series A and scaling commercially Developing the product, pricing model, and partnerships Stacking cellular repair modalities with mind-body integration Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Website: www.ammortal.com Locations: www.ammortal.com/locations Commercial Inquiries: sales@ammortal.com Partnerships: brian@ammortal.com Instagram: https://www.instagram.com/ammortal_official Facebook: https://www.facebook.com/ammortals - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities. Fitt Talent: https://talent.fitt.co Consulting: https://consulting.fitt.co Investments: https://capital.fitt.co Chapters: (00:00) Introduction (01:20) Brian's background and entrepreneurial journey (02:40) What is Ammortal and the one-of-one category (02:55) The core modality stack and protocol design (05:10) Origin story (06:30) Positioning beyond wellness buzzwords (09:00) Why "tech doesn't heal—it aids self-healing" (11:30) Target customer: optimization-focused consumers (14:30) Distribution strategy (18:00) Pricing models and commercial partnerships (21:15) The experience design and musical cocoon concept (23:30) Education and onboarding for new users (25:30) Customer outcomes and use case versatility (27:35) Landing on "chamber" as the product descriptor (29:05) Long-term vision and R&D philosophy (31:15) The collaborative model for wellness innovation (32:45) Raising a Series A and scaling commercially (34:10) Conclusion

Today, I'm joined by Jared Pobre, founder & CEO of Caldera + Lab. Launched in 2019, Caldera + Lab is revamping men's medicine cabinets with proprietary premium skincare formulas specifically engineered for guys. In this episode, we discuss building a biotech-driven men's personal care brand. We also cover: Targeting the longevity-minded male consumer Prioritizing proprietary R&D over repurposed formulas Developing distribution strategies and hospitality partnerships Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider Caldera + Lab's Website: www.calderalab.com Amazon: https://www.amazon.com/stores/CalderaLab/page/2A608586-7E58-411C-8057-FFD688968227 - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions for fitness and health facilities. Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/ Chapters: (00:00) Introduction (01:08) Jared's background and Caldera + Lab overview (01:33) The evolution of men's skincare since 2016 (03:02) Formulation differences: women's vs. men's skincare (04:32) Custom formulations vs. menu-based co-manufacturing (06:24) Pioneering proprietary ingredients for men (08:00) Building the brand with bootstrapped resources (10:30) Clinical studies and efficacy testing (13:00) Customer acquisition and finding product-market fit (15:30) DTC and Amazon as core distribution channels (17:45) Storytelling and messaging strategy (21:53) Balancing scientific credibility with consumer messaging (23:12) Targeting the longevity-minded male consumer (25:11) Retail expansion strategy and Series A funding (26:15) Country clubs, luxury hotels, and hospitality partnerships (27:26) Product roadmap (28:49) Conclusion

Today, I'm joined by Felicity Yost, co-founder & CEO of Tia. Integrating primary care, gynecology, mental health, fertility, menopause, and longevity services, Tia is scaling a comprehensive model for women's healthcare. In this episode, we discuss designing a holistic practice that meets women where they are. We also cover: Why preventative care and longevity care are fundamentally the same How women fall through the cracks of traditional specialty-siloed systems Future potential for predictive modeling and hyper-personalized medicine Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider Tia's Website: asktia.comTia's IG: instagram.com/asktiaTia's Podcast: asktia.com/podcast - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions for fitness and health facilities. Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/Investments: https://capital.fitt.co/ Chapters: (00:00) Introduction (01:00) Felicity's background and Tia's mission (04:00) Defining the scope of whole-person care (07:00) Translating preventative care into longevity care (11:00) Addressing the complexity of women's health needs (16:00) Building comprehensive diagnostic frameworks (24:00) The future of longevity biomarkers and ovarian age (27:00) Innovation opportunities in healthcare data and research (29:00) Future roadmap (31:00) Conclusion

Scott Marcaccio, co-founder and CEO of Myo, shares insights from his journey in revolutionizing physical therapy with a network of 23 locations. He discusses the ten-year quest for product-market fit and the brand's shift from catering to athletes to a mass premium approach. Scott reveals strategies for building an employer brand to retain over 270 clinicians and the importance of preventive care in today's wellness landscape. He also highlights Myo's unique, owned-operation model in the fitness space.

Today, I'm joined by Jake Muise, co-founder and CEO of Maui Nui Venison. Making meat planet-friendly, the company harvests wild, invasive axis deer on Maui to balance ecosystems while providing nutrient-dense protein. In this episode, we discuss turning an ecological crisis into a regenerative food business. We also cover: Balancing commerce, conservation, and community The pitfalls of the hyper-processed high-protein craze Why nutrient density labels could change the food system Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Website: mauinuivenison.com IG: https://www.instagram.com/mauinuivenison FB: https://www.facebook.com/mauinuivenison - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions for fitness and health facilities. Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/ Chapters: (00:00) Introduction (01:00) Jake's background and Maui Nui Venison overview (02:00) Axis deer problem and invasive species impact (05:00) The founding moment witnessing mass deer die-offs (07:00) Seven years as nonprofit before becoming for-profit CPG (09:00) Current scale (11:00) Product mix (14:00) Accidentally creating extraordinary nutrient density (16:00) Critique of protein-washing and empty protein products (21:00) Balancing commerce, conservation, and community (23:00) Running constant experiments to solve complex systems (26:00) Authentic mission-driven business as competitive advantage (29:00) Four pillars: transparency, energy balance, purpose, taste (32:00) Why nutrient density labels could transform food system (36:00) Profitable regenerative agriculture through proper pricing (38:00) New aged venison line and summer sausage launch (40:00) Conclusion