Fitt Insider

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

Today, I’m joined by Rachel Lea Fishman, co-founder & CEO of Arketa, a platform helping health and wellness businesses scale hybrid offerings. Founded in 2020, Arketa provides an all-in-one software solution for studio owners and independent creators to manage their class bookings, take payment, and host on demand content, online courses, and more through the platform. A trusted partner to 3,000+ studios, gyms, and instructors, Arketa provides monetization tools responsible for “millions of dollars of revenue per month.” In this episode, we discuss how fitness studios use the platform to scale hybrid offerings, the company’s recent funding round, and why customer obsession is essential to Arketa’s success. In this episode, you’ll learn: • Rachel’s journey to starting Arketa • The markets Arketa serves and expansion plans • How they differentiate the product from other studio software 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 (01:14) Rachel’s background (03:49) Rachel’s journey to starting Arketa (07:52) Arketa’s vision (11:40) Educating fitness instructors  (16:07) Strengths of Arketa (20:02) The future of the industry (24:16) Is Arketa only for fitness and wellness businesses? (26:13) Growth (28:33) The team  (30:49) Arketa’s roadmap for the future (32:53) Demand generation and onboarding (34:44) Conclusion

Today, I’m joined by Stefan Olander, co-founder & CEO of OMORPHO, a weighted apparel company. Founded in 2017 with the goal to reinvent the weighted vest, OMORPHO’s “gravity sportswear” apparel is designed to help its wearers train smarter and improve performance. With MicroLoad technology—small amounts of weight evenly distributed across each garment—they are creating a new category of functional sportswear for everyday use. In this episode, we discuss OMORPHO’s athlete-tested weighted apparel, Stefan’s learnings from working 20 years at Nike, plus the challenges and opportunities in defining a new category.  In this episode, you’ll learn: • Why Stefan left Nike for OMORPHO • The difference between weight vests and gravity sportswear • How the company plans to defend their technology 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 (01:21) Stefan’s background (02:34) Stefan’s journey to starting OMORPHO (06:39) Weighted apparel and MicroLoading (10:15) Marketing strategies (13:57) Expanding retail footprint (15:27) Building a lifestyle brand (17:10) Testing process and supply chain (20:06) Protecting the technology (22:05) Teaming up with professional athletes (24:10) Brand marketing (26:25) Future growth plans (28:38) Idea to execution (31:09) New collections to look out for (31:58) Conclusion

Today, I’m joined by Allen Chen, co-founder & CEO of Fitbod, an AI-powered personal training app. Founded in 2015, the platform creates personalized workout plans based on user data including fitness level, goals, and available equipment. Leveraging AI, the app democratizes personal training, recommending workouts to 300K+ paid subscribers. In this episode, we discuss how Fitbod is using AI to personalize exercise, its focus on organic growth and subscriber retention, plus Allen’s thoughts on quantifying and gamifying strength training.   In this episode, you’ll learn: • Allen’s journey to founding Fitbod • His plan for growing and retaining the app’s paid subscriber base • AI’s role in the future of personal training 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 (01:20) Allen’s Background and starting Fitbod (05:00) Size of the company (06:40) Fitbod’s differentiation factor (10:51) Strategies to acquire users (14:25) Building brand and community  (17:08) Competitors  (19:54) Sustainable vs. exponential growth  (24:35) Ai’s role in the future of personal training (27:53) Fitbod’s future roadmap (33:00) Conclusion

Today, I’m joined by Sarah Larson Levey, founder & CEO of Y7 Studio, a chain of hot yoga studios known for high-intensity classes set to music. Starting as a pop-up studio in the Williamsburg neighborhood of NYC, Y7 Studio quickly rose to fame for its unconventional, modern approach to yoga. After prolonged COVID challenges, Y7 is pushing forward with a new digital platform and plans to open more brick-and-mortar locations in 2023. In this episode, we discuss the yoga brand’s prioritization of good music, forthcoming expansion strategy, and how its partnership with Universal Music Group impacts its digital fitness offering. In this episode, you’ll learn: What differentiates Y7 from traditional yoga studios How COVID impacted their studios in NYC and LA Y7’s approach to improve the digital at-home yoga 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 (02:11) Sarah’s background and starting Y7 Studio (10:58) Y7 Studio’s journey (14:33) Y7 Studio’s expansion and growth (16:56) Marketing strategy and celeb clients (21:04) Building a lifestyle brand (24:47) Y7 Studio’s future roadmap and digital offering (35:53) Future physical expansion (39:54) Conclusion  

Today, I’m joined by Tom Hale, CEO of Oura, maker of a smart ring analyzing a wearer’s biometric data with the goal of improving sleep, stress, fitness, and overall health. Founded in Finland in 2013, Oura has quickly become one of the world's fastest-growing wearables, recently eclipsing 1M rings sold. Developed as a sleep tracker, the technology has evolved to provide sleep, readiness, and activity insights to users through Oura’s app interface.   In this episode, we discuss Tom’s experience leading growth-stage startups, his personal health journey with Oura, and how wearables are transforming healthcare. In this episode, you’ll learn: • Tom’s perspective on growing mid-size subscription businesses • How Oura leverages data to improve users’ health • Oura’s unique strategies for next-gen 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 (01:15) Tom’s background and journey to Oura (05:56) About Oura (10:55) Subscription business model (15:10) Oura’s subscription model (18:59) Oura ring vs other wearables (24:08) Marketing strategies (26:04) COVID’s impact on healthcare (28:24) Data driven healthcare (33:39) New features to look out for (36:51) Conclusion

Today, I’m joined by Dennis Crowley, co-founder and CEO of Street FC, a tech-enabled street soccer league. Street FC is building the world’s biggest football club, organizing 5v5 street soccer games on hard-court surfaces in urban settings. Scheduled and monitored through its app and Discord channel, it runs games in NYC, Austin, Philadelphia, Atlanta, and Minneapolis, with plans to expand to 20 cities by the end of 2023.  In this episode, we discuss Dennis’s experience using technology to bridge digital and real-life communities, plus Street FC’s growth plans for soccer and beyond. In this episode, you’ll learn: • Dennis’s journey from Foursquare to creating the “SoulCycle for soccer” • How Street FC leverages playing surfaces as billboards for brands • Street FC’s strategic plan to grow to 20 cities by 2023  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 01:14 Dennis’s background 03:43 Bridging the gap of digital and physical worlds 06:50 Why Street FC exists 09:49 How the community works 12:53 Street FC expansion 15:07 Getting more people to play soccer 16:39 Growth strategy 19:26 Merchandise and branding 23:50 Discord community 26:06 Soho House for soccer 27:57 International expansion and evolving into other sports 29:06 The fun and hard parts about start-ups 31:10 Conclusion

Today, I’m joined by Don Faul, CEO of CrossFit, a functional fitness program with licensed affiliates across the world. Founded in 2001, the high-intensity strength and mobility regimen has expanded rapidly through affiliate gyms, global fitness competitions, and merchandise. Serving 5M athletes through 14K locations, CrossFit’s tight-knit community encourages better health and peak physical fitness.  In this episode, we discuss how Don’s experience in the military, Big Tech, and startups led to his role with CrossFit and how introducing more people to the CrossFit lifestyle is central to the business. In this episode, you’ll learn: • Don’s path to CEO of CrossFit • How the brand is changing its perception to reach more people • Its strategy to grow and improve the CrossFit ecosystem  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 Don’s Background 03:15 Becoming the CEO of CrossFit 05:24 New strategy for the company 8:03 Key initiatives for the coming years 13:06 Changing brand perception to reach more people 15:04 The value of doing hard things 16:47 How the CrossFit Games affects perception  20:50 Affiliate ecosystem and partners 24:29 How Don plans to grow the brand 30:16 Focusing long term vs. short term 32:31 Conclusion