Fitt Insider

Today, I’m joined by Melissa Eamer, founder & CEO of Modern Age, an aging wellness clinic based in NYC. Melissa founded Modern Age after bearing witness to her mother’s physical and mental well-being deteriorate rapidly years prior. A digital-first care provider, the company leverages an internal medical team, evidence-backed treatments, and both virtual and in-person clinics to help patients increase their healthspans and quality of life. In this episode, we talk about the company’s hybrid approach to aging well, using personalized biomarkers to determine holistic treatments, and the role of longevity science in public health.  In this episode, you’ll learn: • How Melissa’s roles with Glossier and Amazon prepared her for Modern Age • How subjective health is essential to overall well-being • Modern Age’s offerings and how they optimize patients’ mental and physical 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/ - 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 Chapters: (00:00) Introduction (01:18) About Modern Age (02:15) Modern Age’s approach on aging (04:20) Hybrid clinics (05:13) Modern Age’s offerings (08:40) Paying cash vs. through insurance (09:39) Process for deciding what services to offer (12:04) Wellness vs healthcare (15:15) Future expansion plans (17:12) Melissa’s experience at Amazon (21:42) Melissa’s journey to starting Modern Age (24:22) Fundraising  (26:07) Choosing the right investors and board (27:05) Modern Age Team (29:08) Growth strategies (33:03) Melissa’s opinion on Bryan Johnson’s Blueprint methodology (35:53) Future roadmap (37:29) Conclusion

Today, I’m joined by Zachariah “Z” Reitano, co-founder & CEO of Ro, a DTC healthcare company offering telehealth for primary care, mental health, sexual health and more. After becoming frustrated in traditional healthcare during a personal struggle with ED, Z co-founded Roman to create more accessible and affordable men’s health treatments. Rebranding to Ro, the company extended its telemedicine model to treat issues in women’s health, smoking cessation, and weight loss. In this episode, we discuss the company’s direct-to-patient digital health platform and Z shares his vision for reimagining the broken healthcare system. Plus, we talk about Ro’s newly launched Body Program for treating obesity. In this episode, you’ll learn: • How Ro fulfills its mission to make healthcare accessible to all • Z’s views on obesity and helping people lose weight with GLP-1 agonists • Ro’s future roadmap to improving more patients’ lives 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 Chapters: 00:00) Introduction  (01:36) Ro Background  (02:22) Identifying ways to help patients (04:13) Ro’s origin story (09:22) Fixing the broken healthcare system  (13:50) Consolidation of digital health  (20:12) Ro’s GLP-1 Body Program  (25:29) Obesity conversation  (29:02) Treating the root cause vs. prescription medication  (43:01) Future roadmap (44:29) Conclusion

Today, I’m joined by Will Ahmed, founder & CEO of WHOOP, a performance-focused wearables maker. Founded in 2012, WHOOP’s screenless wearable technology and data platform rose to prominence for its real-time analysis of recovery, sleep, and overall performance. Through partner integrations and advances in sensor technology, the brand continues to decode optimal health for its users. In this episode, Will returns to the podcast for the first time since 2019, sharing the company’s evolution from activity tracking to health monitoring, WHOOP’s role in the future of healthcare, and upcoming product development. In this episode, you’ll learn: • How WHOOP listens to its users in creating new features • How WHOOP is doubling down on existing members through economic uncertainty • Will’s vision for improving healthcare through wearables Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ Chapters: (00:00) Introduction (02:16) WHOOP’s current state (07:20) Challenges over the past few years (10:24) WHOOP’s research (14:39) Building features around customer data (17:35) Predictive preventive recommendations (20:01) Wearable technologies (24:10) Education component of wearables (26:31) Performance marketing and growth channels (29:38) Preventing customer churn (31:37) WHOOP’s product customization (33:53) Future growth plans (36:38) WHOOP Unite and giving data access to others (38:46) Differentiating WHOOP from other wearables (40:38) Conclusion

Today, I’m joined by Shane Heath, founder and CEO of MUD\WTR, a mushroom-based coffee alternative. After experiencing the ups and downs of coffee, Shane created MUD\WTR in 2018 as a healthy coffee alternative to give people the feeling of alertness without the anxiety and jitters. Through habit creation and a variety of health-focused products, MUD\WTR strives to create balance in body and mind. In this episode, we discuss the rise of functional beverages and shroom boom, and Shane shares the importance of ritual, authenticity, and frame-breaking experiences.  In this episode, you’ll learn: • How Shane’s mental health journey led him to a coffee alternative • How MUD\WTR instills company-wide values through authenticity • Why Shane treats his team like elite athletes Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ Chapters: (00:00) Introduction (01:15) Shane & MUD\WTR’s background (05:58) Creating and selling the initial MUD\WTR blend (08:34) Finding PMF (11:09) Building intuition (12:24) Mental health zeitgeist (14:05) Building a company with purpose (17:31) “F*ck your coffee” origin story  (21:09) MUD\WTR growth strategies (26:25) Creating an authentic brand and company culture (30:37) Balancing mental health and ambition (34:53) Future roadmap (37:20) MUD\WTR cafe concept (38:13) Conclusion

Today, I’m joined by Daniel Tal Mor, CEO of Lumen, makers of a breathalyzer device used to monitor and improve users’ metabolic health. Aspiring to help people achieve better health through data, Lumen’s breathalyzer and connected app democratize the “gold-standard” in metabolic measurement typically reserved for elite athletes. In this episode, we discuss the company’s breathalyzer for hacking metabolism, Lumen’s recent $62M funding round, and the concept of metabolic flexibility. In this episode, you’ll learn: • Metabolism’s role in weight, energy, and performance management • Lumen’s product roadmap after closing its Series B • Daniel’s vision for the future of personalized nutrition and 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/ Chapters: (00:00) Introduction (01:05) Daniel’s background and about Lumen (02:36) Lumen’s breathalyzer (04:05) Measuring metabolism by analyzing breath (07:50) Lumen’s product journey (11:17) Selling products and subscriptions  (14:31) Subscription business model (17:08) Impact of economic recession in wellness  (22:11) Lumen’s technology (29:40) Metabolic flexibility (32:06) Lumen’s innovation (37:35) Conclusion

Today, I’m joined by Jonathan Shooshani, co-founder & president of JOON, a corporate wellness benefits platform. Founded in 2019, JOON’s employee-facing platform alleviates administrative challenges while unlocking the freedom of choice for wellness-seeking employees. Beyond traditional benefits, it covers spending for fitness, food, mental health, family care, and education, leading to a healthier and happier workforce.  In this episode, we discuss the company's flexible wellness benefits platform and using technology to reimburse employees for health-related expenses. Plus, Jonathan shares his vision for a Spotify-like recommendation engine for personalized well-being. In this episode, you’ll learn: • Jonathan’s personal journey to starting and scaling JOON • How JOON’s technology simplifies health & wellness spending for employees • How to reduce friction in user experience Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ Chapters: (00:00) Introduction (01:22) Jonathan’s background and starting JOON  (03:51) JOON’s background (05:01) Marketing the platform (07:49) Engaging partners in the platform (10:52) Wellness benefit programs (12:52) Categorizing brands and products (14:57) Getting employees to utilize wellness benefits (20:25) JOON’s technology (22:19) Future growth plans (24:12) Personalizing wellness benefits and offers (30:07) Trends in wellness industry (32:49) Future roadmap (36:31) Conclusion

Today, I’m joined by Trisha Goyal, founder & CEO of Break the Love, a matchmaking platform for recreational tennis and pickleball players. Break the Love is reinventing the tennis club by connecting paddle sports players to local courts, coaches, and competition. Personalized based on interests and skill level, Break the Love aims to innovate the country club model and democratize access to racquet sports for everyone around the country. In this episode, we discuss the company's racquet sports marketplace, the technology making activities like pickleball and tennis more accessible, and the impact of authentic branding and partnerships. In this episode, you’ll learn: • Trisha’s journey and the motivation behind creating Break the Love • How the company acquires new users and builds community • Break the Love’s future roadmap, including expansions to other sports Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ Chapters: (00:00) Introduction (01:19) Trisha and Break the Love’s background (07:15) Break the Love’s differentiation strategy (10:07) Acquiring users and court suppliers (17:45) Balancing acquiring users, suppliers, building a brand, and forging partnerships (22:58) Building supplier and brand partnerships (32:17) Applying their tech to other sports (35:47) Key priorities for 2023 (37:36) Conclusion 

Today, I’m joined by Anne Mahlum, founder of boutique fitness concepts [solidcore] and Ambition. A 3x founder, Anne Mahlum launched Back on My Feet, a nonprofit combatting homelessness through running and fitness before scaling Pilates-style boutique studio [solidcore] to 95+ locations nationwide. Since stepping down as CEO, Anne created Ambition, a multimodality fitness brand based in NYC. In this episode, we discuss building a successful boutique brand from scratch, Anne’s advice for fitness entrepreneurs, and how her most recent venture Ambition is targeting holistic wellness. In this episode, you’ll learn: • Anne’s learnings from founding three fitness-based companies • How Anne continues to scale [solidcore] as executive chair  • How Ambition addresses the mental and physical of today’s exerciser Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ Chapters: (00:00) Intro (01:27) Anne’s Background (03:24) Founding Back on My Feet (04:49) Getting the idea for [solidcore] (07:37) Anne’s founder journey (12:14) Advice for aspiring entrepreneurs (15:21) Running [solidcore] through Covid (18:02) Passion for fitness and running a business are very different (22:21) [solidcore] before Covid (24:24) Are in-person fitness classes dead? (26:58) Retail strategy for fitness studio businesses (28:43) Background on Ambition (30:05) Anne’s views on alcohol and wellness (36:03) Ambition’s programming and strategy (37:54) Ambition’s roadmap (38:42) Conclusion

Today, I’m joined by Max Kislevitz, co-founder of Bala, maker of design-focused functional fitness accessories. Founded in 2018, Max and his wife Natalie took on Bala as a side project with the goal of making ankle and arm weights more practical and attractive. Their creation: weighted accessories called Bangles. After appearing on Shark Tank and hosting successful retail pop-ups, Bala has become a rapidly growing business, selling a variety of at-home fitness accessories and launching a digital fitness platform, Balacize. In this episode, we discuss the company’s design-forward approach to fitness equipment, and Max shares the company’s vision to “Balaify” fitness for all ages and ability levels. In this episode, you’ll learn: • How Bala started as a side project and turned into a booming business • The role Shark Tank played in its exponential growth • Bala’s plan to double their product line in the coming year Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ Chapters: (00:00) Introduction (01:17) About Bala (02:41) Bala’s journey (03:48) Max’s journey to starting Bala (05:25) Marketing strategies (10:09) Bala’s growth during the  pandemic (11:40) Shark Tank (14:30) Iterative approach to business (15:46) The team (17:21) Future growth plans (19:51) Bala’s products (22:28) Brand marketing (25:12) Building a fitness brand that resonates with people  (26:27) Bala’s vision (28:18) Future roadmap (30:31) New products to look out for (31:33) Conclusion

Today, I’m joined by Dugal Bain-Kim, co-founder of Lifeforce, a health optimization company tailored to people 35 and older.  Lifeforce combines convenient diagnostics, science-backed nutraceuticals and pharmaceuticals, and practical lifestyle support to help adults improve their healthspans. Backed by fellow co-founders Joel Jackson, Tony Robbins, and Dr. Peter Diamandis, Lifeforce strives to improve people's lives, mentally and physically, through science and health. In this episode, we discuss enhancing well-being after age 35 and teaming up with Tony Robbins and Dr. Peter Diamandis. Plus, we discuss the company’s vision for a digital health optimization clinic. In this episode, you’ll learn: • The approach Lifeforce takes to optimize its members’ health • The impact of high-powered thought leaders • What roles blood testing and wearables play in health optimization Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ Use code FITT at https://www.mylifeforce.com/landers/diagnostics, and get 20% off your first diagnostic. Chapters: (00:00) Introduction (01:33) Dugal’s background and Lifeforce intro (03:15) Dugal’s journey to starting Lifeforce (06:28) Lifeforce pricing (08:20) How Lifeforce works (10:17) Wearables role in health optimization (12:23) Concierge service (14:55) Customer diagnostics  (19:21) Stigma around hormone treatments (21:32) Marketing strategies (23:50) Growing Lifeforce through referrals (26:48) Education component of health optimization (29:50) Future roadmap (32:54) Perception of health optimization (37:01) Conclusion