Fitt Insider

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

Today, I’m joined by Derek Flanzraich, founder and CEO of Ness, a wellness-based fintech company. Beginning with a credit card that rewards healthy purchases through an app-based rewards program, Ness is building a world that reduces the cost of wellcare, allowing more people to improve their well-being.  Currently offering kickbacks for fitness memberships, wellness experiences, healthy food, and more, the company hopes its credit card creates a wedge into healthcare, aligning incentives between care providers and consumers.  In this episode, we discuss the Ness’s rewards platform and wellness credit card, the lessons Derek learned from founding and selling media company Greatist, and how Ness plans to address the misaligned incentives in healthcare. In this episode, you’ll learn: • What Derek has learned from founding Greatist and Ness • His plan to reprioritize well-being in the healthcare industry • Consumer trends in health and wellness spending 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 Derek’s background 05:10 The Ness origin story 12:10 Incentive alignment in healthcare 15:02 Ness credit card solution 17:28 Credit card points for health and wellness 20:16 Ness rewards app  25:47 Open enrollment and partnership opportunities 27:44 Redefining people’s relationships with their health 30:38 Building an audience 35:09 The first Ness credit card reveal  35:46 How to engage with Ness 36:56 Conclusion

John Klein, Co-founder and CEO of Pause Studio, shares insights from his journey in holistic health and wellness. He discusses innovative recovery methods like cryotherapy and flotation while navigating the challenges of franchising a wellness brand. John highlights the rise of post-pandemic wellness trends and the impact of social media on client engagement. He reveals exciting plans for future product launches, including a Sleep Tincture, and his vision for expanding their holistic healing services across the U.S.

Today I'm joined by Fritz Lanman, CEO of Mindbody. Mindbody's 20 years of product innovation, research, and thought leadership fueled the boom of the boutique wellness revolution and continue to foster the growth of the global wellness industry. Mindbody serves wellness professionals around the world who have dedicated their lives to bettering other lives, connecting them with millions of people seeking those transformative experiences. In this episode, Fritz talks about his experience running ClassPass, why the company was acquired by Mindbody, and his transition to the Chief Executive role. Plus, we cover wellness trends, the fitness industry's recovery, and more. In this episode, you’ll learn: The pricing model that ClassPass’ studio partners hated and hurt the company’s bottom line How Fritz convinced studios, spas, and salons to integrate ClassPass and convinced outside investors of its potential Why in-person fitness experience is making a comeback and how Mindbody is capitalizing on its resurgence Links & Resources Subscribe to the Fitt Insider newsletter Visit the Fitt Insider jobs board View current Fitt Insider investment and get in touch Fritz’ Links Mindbody’s website Follow Mindbody on Twitter Mindbody is on Instagram Connect with Mindbody on Facebook Check out Mindbody on YouTube ClassPass’ website Follow Fritz on Twitter Fritz’ LinkedIn page Fitt Insider podcast #86: Josh McCarter, CEO of Mindbody Fitt Insider podcast #36: Fritz Lanman, CEO of ClassPass Fitt Insider podcast #11: Rick Stollmeyer, Co-founder and CEO of MINDBODY