Fitt Insider

Today, I’m joined by John Mastrototaro, CEO of Movano Health, creators of the Evie Ring, a medical-grade health wearable for women. With over 30 years of experience in the medical device field, John has spearheaded the development of the Evie Ring, a finger-worn wearable empowering women to monitor and improve their well-being with real-time insights and preventive health recommendations. In this episode, we discuss the future of noninvasive health monitoring and the shift from wellness wearables to FDA-approved clinical platforms that could transform healthcare. In this episode, you’ll learn: • Insights from John’s experience in the medical device business • How Movano Health is differentiating the Evie Ring from other wearables on the market • The impact of its recent FDA filing on healthcare and consumers Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider The Evie Ring: https://eviering.com/ Evie Ring Blog: https://eviering.com/blogs/news Movano Health Website: https://movanohealth.com/ - The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they’re creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor Chapters: (00:00) Introduction (01:59) John’s background (03:43) About Movano Health (05:52) Health wearables for women (09:24) Insights into the women’s health market (10:36) Optimizing product to evolving health needs (14:02) Differentiating the Evie Ring (18:12) Competition in the healthcare wearable space (23:00) Current role of wearables in healthcare (28:41) Future of wearables in healthcare (32:49) Future Roadmap (37:18) Conclusion

Today, I’m joined by Gabi Lewis, co-founder & co-CEO of Magic Spoon, creator of better-for-you versions of childhood-favorite breakfast cereals. Co-founding Magic Spoon, Gabi sought to redefine breakfast by combining his passion for nutritious innovation and delicious flavors, paving the way for a cereal renaissance that aligns with modern dietary preferences. With high-protein, low-carb, and keto-friendly offerings, the disruptive brand offers a healthier alternative to traditional cereals. In this episode, we talk about “reinventing” cereal, the journey from DTC to omnichannel retail, and the dos and don’ts of influencer marketing. In this episode, you’ll learn: • Gabi’s transition from cricket protein to healthy cereal • How Magic Spoon leveraged Thrive Market’s influencer marketing strategy • Why doubling down on your niche can be more impactful than diversifying your offerings Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Magic Spoon’s Website: https://magicspoon.com/ Also available on Amazon and at Target, Walmart, Kroger, Sprouts, and Albertsons. - The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they’re creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor Chapters: (00:00) Introduction (01:40) Gabi’s background (02:50) Consumer behavior related to food trends (05:47) Focusing on the health food industry (09:22) Creating cereal for the modern consumer (11:32) Building D2C online before going into retail (14:15) Marketing cereal to adults (17:00) Influencer marketing strategy (22:33) Podcast advertising playbook (26:03) Retail strategy (28:18) Marketing spend attribution (30:57) Double down on niche or diversify? (32:51) Choosing a large category and focusing on it without getting distracted (34:44) Current strategy and future roadmap (37:32) Risk of following trends (40:15) Developments in food and beverage space (42:46) Conclusion

Today, I’m joined by Philipp Roesch-Schlanderer, CEO of EGYM, a provider of smart workout solutions and equipment for health and fitness facilities. After initially focusing on connected gym equipment, Munich-based EGYM has emerged as a leading fitness technology company delivering equipment, software, and programming to health clubs operators and employers worldwide. Through cutting-edge technology, data-driven fitness experiences, and principles of movement as medicine, Philipp’s goal is to help make humanity healthier. In this episode, we talk about how the company’s smart equipment and software has evolved along with the fitness industry, including the role of technology, expanding the market, and integrating with healthcare. In this episode, you’ll learn: • How EGYM weathered the pandemic and came out stronger on the other side • Phillipp’s views on the fitness and gym industries past, present, and future • What’s next for EGYM after landing a recent $225M round Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider EGYM’s Website: https://egym.com/us Dana Milkie’s LinkedIn: https://www.linkedin.com/in/dana-milkie-38ab47/ - The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they’re creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor Chapters: (00:00) Introduction (01:47) Philipp’s background (04:09) Overview of EGYM (08:28) Providing a personalized fitness experience (10:01) Different segments of EGYM’s business (13:47) User engagement and use of connected products (17:14) How their technology impacts trainers and physical therapists (20:05) Growth of the fitness industry (23:32) Aligning incentives to make people healthier  (31:34) EGYM’s product building philosophy (34:26) Challenges faced connecting gyms and healthcare  (37:14) Convincing partners to invest in EGYM (40:18) At home fitness vs. going to the gym (44:21) Future roadmap (48:15) Conclusion

Today, I’m joined by Kyriakos Eleftheriou, co-founder & CEO of Terra, an API unifying health and fitness data from apps and wearables. After developing an obsession with wearables and health data to improve his performance in the armed forces, Kyriakos realized there wasn’t a solution to connect all his metrics in one place. Incubating the concept through Y Combinator and raising fresh funding, Terra’s software now enables interoperability for numerous top brands. In this episode, we discuss the company’s mission to increase the utility of health data. Plus, we talk about what it takes to build a world-class team, culture, and product. In this episode, you’ll learn: • How Terra helps wearable companies develop an app using its API • Wearables’ evolving use cases in performance, fitness, and healthcare • Why Kyriakos spends the majority of his time interviewing and hiring new team members Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Terra’s Website: https://tryterra.co/ Terra’s Twitter: https://twitter.com/TerraAPI Terra’s LinkedIn: https://www.linkedin.com/company/terraapi/ Terra’s Podcast: https://tryterra.co/podcast - The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they’re creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor Chapters: (00:00) Introduction (01:51) Origin story of Terra (03:22) What Terra is and how it works (06:34) Creating value and scale  (08:05) Utility of data collected using Terra (10:24) How company’s use Terra’s API to build health apps  (12:16) Accessing dynamic data and integration of AI   (14:40) Surprising use cases of Terra (18:31) Smartphone industry analogy (19:47) Utilizing wearable and health sensor data (23:52) Future of sensors in the market (27:16) Improving lives with health data and technology (29:30) Future roadmap of Terra (33:11) Identifying and hiring the best talent in the world (38:40) Having a consistent philosophy works (40:48) Focus areas of Terra: Revenue, Engagement, and Evolution (46:42) Conclusion

Today, I’m joined by Nick Allen, co-founder & CEO of Sunnyside, a mindful drinking app. Solving his own problem, Nick created the Sunnyside platform and SMS service to achieve a healthier relationship with alcohol. For users trying to get sober, drink less, or be more aware of their intake, Sunnyside acts as a digital accountability partner to improve people’s attitude toward drinking.  In this episode, we discuss the rise of mindful drinking and how using technology can help users form healthier habits. We also explore alcohol’s impact on culture, relationships, and well-being. In this episode, you’ll learn: • How Nick and his family’s experience with alcohol led to creating Sunnyside  • Why a majority of drinkers are seeking moderation as opposed to sobriety • The behavioral science that goes into Sunnyside’s strategy Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Try Sunnyside: https://get.sunnyside.co/fitt/ - The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they’re creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at fitt.co/jacktaylor Chapters: (00:00) Nick’s background (01:45) Sunnyside’s mission (03:48) Nick’s experience with alcohol and his transition to mindful drinking (05:13) Origin of Sunnyside and its purpose (08:31) How Sunnyside works (10:57) Helping to avoid unplanned overconsumption of alcohol (13:05) Designing the program (14:41) Maintaining mindful drinking habits long term (17:13) Sunnyside’s business model (23:11) Alcohol’s impact on wellness (25:54) Cutting back on drinking vs. sobriety (27:04) Embracing mindful drinking with Sunnyside (28:19) Tapping into community as a mindful drinking strategy  (30:50) Data shows the impact of drinking (31:36) Interoperability strategy (34:50) Building awareness around alcohol consumption (37:37) Consumer behavior around mindful drinking (40:38) Conclusion    

Today, I’m joined by Kiva Dickinson, founder & managing partner of Selva Ventures, a VC firm dedicated to CPG brands in health, wellness, and self-care. Backing brands like MUD\WTR, Mid-Day Squares, Kinship, Native Pet, and more, Selva Ventures invests in concepts that make their consumers' lives better. After closing $34M for its second fund, Kiva and team continue to seek out brands with better ingredients, better function, and greater connection to the consumer. In this episode, we discuss megatrends across health & fitness. Plus, Kiva shares his framework for investing in CPG brands and hints at plans for Selva’s second fund. In this episode, you’ll learn: • Kiva’s investing philosophy that led him to starting Selva Ventures • Investor insights from its first fund and promising trends to follow • About the importance of building a team with varied professional and personal interests Subscribe to the podcast → https://insider.fitt.co/podcast Subscribe to our newsletter → https://insider.fitt.co/subscribe Follow us on LinkedIn → https://linkedin.com/company/fittinsider Selva Ventures Website: https://selvaventures.com Kiva’s LinkedIn: https://linkedin.com/in/kiva-dickinson Kiva’s Twitter: https://twitter.com/kivadickinson Kiva’s Medium: https://kivadickinson.medium.com - The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they’re creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://JackTaylorPR.com/Fitt Chapters: (00:00) Introduction (01:22) Kiva’s background  (03:36) Founding Selva Ventures (08:37) Frameworks and metrics Selva uses to analyze CPG brands (10:02) 5M framework: Megatrend, Matter, Management, Momentum and Market  (13:59) The best investments are never obvious (15:12) Selva’s decision making model (16:54) Conviction in the investment process (20:17) Learnings from the book Crossing the Chasm (26:20) Investing in companies that make healthier living more accessible (28:56) Creating products people self identity with (32:29) Similarities between first and second fund (34:45) Differences between first and second fund (37:08) Future roadmap (42:46) Challenges faced by entrepreneurs (44:00) Important KPI’s for CPG brands (45:03) Health & wellness market sentiment (49:23) Conclusion

Today, I’m joined by Phil Wagner, founder & CEO of Sparta Science, a movement health intelligence platform for organizations. Sparta Science specializes in using data and analytics to optimize human performance and reduce the risk of injuries in athletes, the military, and healthcare. Using his experience as a physician and strength coach, Dr. Phil Wagner and team are revolutionizing training and injury prevention with help from physical biomarkers and artificial intelligence. In this episode, Phil details Sparta’s evolution from training facility to software solution, and we talk about challenges and opportunities in working with sports teams, military operators, and healthcare organizations.  In this episode, you’ll learn: • How Phil’s own recovery from an injury inspired him to start Sparta • The major differences between starting a B2B and DTC company in the health space • How Sparta Science’s innovative process reduces injuries and improves movement health Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Sparta Science’s Website: spartascience.com Sparta Science’s LinkedIn: linkedin.com/company/spartascience Sparta Science’s Twitter: twitter.com/spartascience - The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they’re creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at JackTaylorPR.com/Fitt Chapters: (00:00) Introduction (01:45) Phil’s journey to founding Sparta Science (03:05) From training facility to SaaS business  (06:28) Performance and medical assessments (08:21) Sparta Science’s technology (09::31) Who Sparta Science works with (11:30) Reducing asymmetry to improve movement health (13:24) Data assessment process (15:40) Using AI to analyze movement health data (18:18) Choosing B2B model over DTC  (24:44) Consumer and practitioner feedback (28:14) Concept of balance approach (30:42) Integrating Sparta Science with wearables  (32:32) Future roadmap and obstacles (35:32) Growth strategies (38:11) Evolving from screening tool to movement health platform (40:01) Conclusion

Today, I’m joined by Meridith Cass, founder & CEO of Nix Biosensors, creators of a biometric patch that extracts real-time hydration data from human sweat. Through a reusable wearable device, Nix gives individuals the access and tools to understand their health in terms of sweat rate, electrolyte loss rate, and sweat composition. Its flagship product helps endurance athletes track, analyze, and strategize hydration, optimizing performance with a recommended combination of fluids and fuel. In this episode, Meridith details the technology behind the company’s sweat-tracking patch and why Nix is focused on endurance athletes before expanding into new markets. In this episode, you’ll learn: • How Meridith’s background in VC is guiding her development of Nix • How the Nix Hydration Biosensor captures electrochemical biomarkers • Nix’s initial GTM strategy and its surprise organic growth across additional markets Nix Biosensor’s Website: nixbiosensors.com Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ - The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they’re creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at JackTaylorPR.com/Fitt Chapters: (00:00) Introduction (01:41) Meridith’s background (03:23) Launching Nix Biosensors  (05:28) The product and platform (06:24) Nix’s value proposition (07:51) Hydration management (11:41) Real time hydration notifications and suggestions  (14:42) Customer use cases (18:15) Recommendations based on personalized data (21:03) The Nix team and current state of the business (24:28) Hydration tracking: From athletes to general consumers  (27:17) Focusing on endurance athletes first (30:58) Potential opportunities and markets (33:31) Future roadmap and upcoming product updates  (35:28) Improving the product through feedback (37:42) Conclusion

Today, I’m joined by Adam Bornstein, author & founder of Born Fitness, a health & fitness media platform and coaching program. Through expert-backed articles, a newsletter, and personalized coaching, Born Fitness makes building healthier habits around nutrition and exercise simple. Best-selling author of nutrition-focused book You Can’t Screw This Up, Adam shares his personal insights to living well with client and reader alike and has become a trusted health advisor for LeBron James, Arnold Schwarzenegger, and Lindsey Vonn. In this episode, we discuss the power of storytelling with Adam’s learnings from two decades creating content in the fitness industry. We also get a sneak peek of his new book that aims to dismantle diet culture. In this episode, you’ll learn: • Why diets rarely work in the long run • What learning from top performers can do for your personal skill set • How changing your self-perception can lead to sustainable healthy habits Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ You Can’t Screw This Up Book: https://www.cantscrewthisup.com/ Born Fitness: https://www.bornfitness.com/ Pen Name Consulting: https://penname.co/ - The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they’re creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at JackTaylorPR.com/Fitt Chapters: (00:00) Introduction (02:01) Adam’s background (02:58) Power of storytelling (05:18) Adam’s passion for health and fitness (06:53) Everyone cares about their health (08:23) Wellness is a trillion dollar industry (11:52) Don’t replicate other’s solution (12:23) Focus on your pain point (13:27) Building your skill set to find a solution (14:10) Patience and timing is key  (15:38) Entrepreneurial journey (17:33) Adam’s obsession with fitness (20:38) 3 C's (24:58) Don’t copy others blueprint, take clues for success (25:31) Understand your audience (26:48) Focus on super consumers (31:51) Writing and marketing his book (32:42) Dieting cycle of hell (36:14) Building stable foundations to reach health goals (39:40) Fitness and healthy behaviors (40:45) Changing people’s self-perception  (42:17) Stress and anxiety affects performance  (43:20) Expand your comfort zone (44:38) Confidence and control (48:03) Conclusion

Today, I’m joined by Mélanie Masarin, founder & CEO of Ghia, makers of a nonalcoholic apéritif. Ghia creates an elegant and inclusive drinking experience, redefining alcohol culture with its balanced and flavorful concoction. The spirits-free apéritif crafted with natural botanicals, fruits, and herbs offers a sophisticated alternative to the traditional cocktail. In this episode, we discuss the rise of alcohol alternatives, and Mélanie explains what sets Ghia’s apéritif apart from other alcohol-free options. In this episode, you’ll learn: • How Mélanie’s transitioned her career from Dig Inn and Glossier to founding Ghia • What creating a small group of brand advocates means for a growth strategy • How Ghia’s target audience was different than originally anticipated Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ Ghia’s Website: drinkghia.com Use code Melanie15 for 15% off - The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they’re creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at JackTaylorPR.com/Fitt Chapters: (00:00) Introduction (01:30) Mélanie’s background (02:46) About Ghia, a non-alcoholic apéritif (05:12) Inventing a new category of drink (09:23) Journey to creating Ghia (12:20) Impact on the brand from growing traction of alcohol alternatives (15:25) Educating people about the product (try it three times!) (20:12) Branding and messaging of Ghia (24:52) Setbacks while starting (28:03) Delayed launch during COVID (29:44) Initial marketing and distribution phase (32:55) Current state of Ghia (34:55) Experience as CEO (37:13) Future roadmap (37:57) Conclusion