Fitt Insider

Cheryl Sew Hoy, Founder & CEO of Tiny Health, discusses the company's family-focused approach to gut health, the impact of the gut on infant well-being, future plans for pet microbiome tests, and the relationship between daily environment and microbiome. The episode explores microbiome testing for babies, Cheryl's personal journey founding Tiny Health, challenges in developing the microbiome test, democratizing access to health data, measuring gut health improvements, and timing/frequency of testing.

Today, I'm joined by Krystal Zell, CEO of Tonal. After raising $130M last year, Tonal is recalibrating. Doubling down on hyper-personalized at-home fitness, it's leveraging AI to make its hardware smarter than ever. In this episode, we discuss the company's intelligent strength training system in depth. We also cover: Bringing strength training to new audiences Building a profitable and sustainable business Creating and scaling truly personalized workouts Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Tonal's Website: https://www.tonal.com/ Krystal's Email: kyrstal@tonal.com Tonal's FB: https://www.facebook.com/TonalStrong Tonal's IG: https://www.instagram.com/tonal - 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 (02:05) Krystal's experience at Tonal (03:27) Balancing growth and profitability (08:47) Motivation for joining Tonal (12:39) Expanding into new audiences (16:29) Partnerships and distribution strategy (18:16) Messaging and branding evolution (20:43) Changing perceptions about strength training (24:12) AI, personalization, and data-driven experience (28:34) Interoperability and data integration (30:38) Future roadmap (32:31) Consolidation in the industry (35:06) Building a profitable and sustainable business (37:58) Conclusion

Today, I'm joined by Samantha Citro Alexander, co-founder & CEO of bitewell. Streamlining food as medicine, bitewell combines nutrition education with insurance-subsidized grocery shopping and delivery. Partnering with employers and providers, the company is on a mission to make healthy eating healthcare's first line of defense. In this episode, we talk about the company's digital food "farmacy." We also cover: • Food insecurity vs. nutrition insecurity • bitewell's approach to making food as medicine mainstream • How employers, health plans, policymakers, and startups can transform well-being Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider bitewell's Website: https://www.bitewell.com/ Samantha's LinkedIn: https://www.linkedin.com/in/samanthacitro/ - 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 (01:57) bitewell's origin story (04:05) Employer and health plan involvement (08:36) Food as medicine (16:56) Customizable engagement program (20:29) Food Insecurity vs. Nutrition Insecurity (25:24) Logistics and infrastructure (27:22) Challenges with the food system and healthcare (30:28) Influencing change and bitewell's mission driven work (33:23) Shifting incentives and teaming up as an industry (35:59) Future Plans and Partnerships (37:36) Conclusion

Today, I'm joined by Brian Kirkbride, co-founder & co-CEO of FitLab. An experienced founder, Fortune 500 exec, and investor, Brian oversees the company's 11-brand portfolio of studios, equipment, and experiences — including Assault Fitness, XPT, Ragnar, and McGregor FAST. Scaling up FitLab is pushing expansion. In this episode, we discuss the company's integrated lifestyle platform. We also cover: • Acquiring vs. building companies • Partnering with Nike to launch boutique studios • Uniting memberships and experiences across portfolio brands Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider FitLab's Website: https://www.fitlab.com/ - 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 (00:40) The FitLab state of the union (02:04) FitLab's vision (11:53) Decision-making processes for acquiring, partnering, or building new brands (16:53) Progress towards achieving a fully integrated system (19:05) Fitness industry future and challenges (24:02) Consolidation, integration, scaling, and execution (27:36) Partnership with Nike (34:15) Nike's training and running studios (37:31) Nike's digital fitness initiatives (40:12) Wearable data and integration (43:52) Holistic health and preventative care (46:11) Future roadmap (48:47) Conclusion

Amanda Rees, co-founder of Bold, discusses personalized fitness for healthy aging, fall prevention for seniors, and Bold's partnership with Medicare. They focus on tailoring fitness for older adults and the challenges of healthcare business models. Additionally, they explore engagement strategies with health plans, the importance of movement as medicine, and the shift towards healthspan in the fitness industry.

James McMaster, CEO of Huel, discusses how his brand revolutionizes healthy eating with convenient, nutritionally complete meals. He highlights the transition from a single powdered shake to a diverse product range, focusing on customer obsession and sustainability. McMaster also emphasizes the importance of creating a lifestyle brand, overcoming retail challenges, and harnessing organic marketing strategies. The brand's mission to replace junk food and promote healthier options is at the core of their innovative approach.

Today, I'm joined by Jeff Byers, CEO of Momentous. Raising the bar on quality, Momentous makes science-backed supplements for high-performers. Trusted by the US military and pro sports teams, its products are transparently sourced, third-party tested, and NSF-certified. In this episode, we talk about fixing the flawed supplement industry. We also cover: • Prioritizing product quality over variety • Rebuilding culture after an acquisition • Consolidation within the industry Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Momentous' Website: https://www.livemomentous.com/ Momentous' YT: https://www.youtube.com/@live.momentous Momentous' LinkedIn: https://www.linkedin.com/company/livemomentous/ Jeff's LinkedIn: https://www.linkedin.com/in/jeff-byers-06726331/ - 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 (01:27) Jeff's background (03:17) Amp Human's journey and acquisition of Momentous (08:28) Challenges of merging two companies (12:38) Exploring acquisitions and financing challenges (15:45) Equity deal and investor alignment (19:24) Rebuilding company culture post-acquisition (23:15) Momentous' mission to democratize high performance (26:30) How to build successful partnerships (32:24) Aligning partnership incentives (37:31) Redefining the supplement space (38:55) Momentous' product portfolio strategy (41:52) Avoiding distractions by creating strategic partnerships (43:25) Providing quality and transparency in the supplement industry (46:00) Conclusion

Today, I'm joined by Dr. Daisy Robinton, co-founder & CEO of Oviva Therapeutics. Daisy is a Harvard-trained molecular biologist on a mission to extend female healthspan. Targeting ovarian function as a lever for longevity, Oviva hopes to make menopause optional. In this episode, we discuss how Oviva Therapeutics plans to deliver additional years of vibrant living to women. Plus, we talk about the intersection of biology and longevity. We also cover: • The future of women's health • How lifestyle interventions impact aging • Oviva's process for developing novel therapeutics Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Oviva Therapeutics Website: https://www.ovivatx.com/ Daisy's LinkedIn: https://www.linkedin.com/in/daisy-robinton-phd-97785b35/ Daisy's IG: https://www.instagram.com/daisy_robinton/?hl=en Daisy's Email: Daisy@ovivatx.com Daisy Speaking at SXSW: https://www.shemedia.com/sxsw-2024/speakers Daisy Speaking at Live Long Summit: https://www.livelongsummit.com/ - 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 (01:31) Oviva Therapeutic background (03:35) Understanding ovarian aging (07:09) Oviva's scientific research (10:08) Challenges and opportunities in women's health (11:34) Operations of a biotech company (16:00) Oviva's long-term goals (19:35) The future of women's health and longevity (20:46) Preserving ovarian function (21:50) Therapeutic interventions and lifestyle changes for women's health (23:29) Timeline for the therapeutics to be released (26:01) Consumer education and regulatory changes (31:52) Efficacy and skepticism (35:24) Conclusion

Today, I'm joined by Phil Levin, Founder & CEO of LiveNearFriends. After starting a coliving compound in Oakland, Phil saw the impact of community on well-being firsthand. Encouraging others to follow suit, he launched LiveNearFriends, a social real estate platform helping loved ones find homes near each other. In this episode, we discuss designing neighborhoods for social wellness. Plus, we talk communes, country clubs, Blue Zones, and more. We also cover: • How living within walking distance of your favorite activities impacts wellness • Phil's insights from living at the Radish coliving community in Oakland • Transforming real estate to encourage community Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider LiveNearFriends Website: https://livenearfriends.com/ Phil's Twitter: https://twitter.com/levin_phil - 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 (01:09) Phil's background (05:31) Creating intentional communities (07:14) The importance of community for well-being (09:49) Making intentional living practical (11:28) Live Near Friends platform (14:43) Live Near Friends business model (18:43) Economic case for intentional living (19:57) Real Estate Agent priorities (21:00) Wellness Real Estate and communes (24:16) Neighborhood communities vs. transients (26:40) Education component (28:33) Short term roadmap for Live Near Friends (29:34) Long term impact aspirations (33:06) Conclusion

Today, I'm joined by Will Bartholomew, founder and CEO of D1 Training. Will developed the idea for an athletics-based training center after an ACL injury cut his NFL career short. Since 2001, D1 has grown from one Nashville location to 40+ facilities nationwide — helping aspiring college athletes, pros, and the general public reach their goals. In this episode, we discuss Will's journey scaling a multi-million-dollar business. Plus, we talk trends in youth sports and boutique fitness. We also cover: • D1's approach to athletic training and fitness • Having Peyton Manning and Chris Paul as investors • Deciding to franchise after being privately run for 16 years Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider D1 Training's Website: https://www.d1training.com/ D1 Training's IG: https://www.instagram.com/d1sports D1 Training's FB: https://www.facebook.com/D1Sports/ D1 Training is actively seeking qualified, community-minded franchisees with a passion for the fitness industry to continue its growth through single and multi-unit franchise deals. For more information on D1 Training and franchise opportunities, please visit https://www.d1franchise.com/ - 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 (01:53) D1 Training's background and growth (04:03) Business model and coaching approach (05:49) Recruiting and training coaches (07:45) Scaling and franchising (10:09) Will deciding to follow his passion and go all in on D1 Training (14:20) Creating a team environment at D1 Training (16:26) Facility size and programming (19:12) Diversifying revenue streams (21:30) Peyton Manning and other professional athlete involvement (24:04) Corporate-owned locations vs franchising (25:03) Youth sports and getting kids active (28:15) Emphasis on strength and conditioning for athletes (31:40) Future roadmap and Will's focus (32:35) Conclusion