Fitt Insider

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

Today, I'm joined by Kari Saitowitz, chief marketing & creative officer of New York Sports Club and founder of Fhitting Room. After founding and operating NYC-based boutique HIIT and functional fitness studio Fhitting Room, Kari joined New York Sports Club upon its acquisition of her brand in late 2022. Now, she's merging Fhitting Room's programming while working to redefine the health club experience. In this episode, we discuss the evolution of boutique fitness, Kari explains the club-in-club concept that led to Fhitting Room's acquisition, and we talk about how demand for strength training and functional workouts is reshaping gyms. In this episode, you'll learn: • About Kari's 10-year journey at the helm of Fhitting Room • How boutique fitness has evolved over the past decade • How health clubs and boutique studios can work together 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 (01:29) Kari's Background (02:41) Observing consumer behavior (03:16) Fhitting Room's origin story (08:39) Growth strategy (15:02) Fhitting Room's @ strategy (17:44) Creating a financially sustainable business (23:37) Journey to getting acquired by New York Sports Club (33:34) Reasons for the acquisition (35:29) What to expect post-acquisition and Kari's new role (41:48) NYSC's main objectives (42:51) Conclusion

Today, I'm joined by Dr. Andrew Brandeis, co-founder & CEO of OK Capsule, a private-label supplement manufacturer and distributor for DTC wellness brands. Meticulously formulated and scientifically backed, Dr. Brandeis and team have developed 70+ supplements that prioritize quality, transparency, and efficacy, providing companies and their clientele with a custom wellness solution through daily vitamin packs. In this episode, we discuss OK Capsule's B2B platform for performance nutrition and how technology can disrupt the traditional supplement industry. We also talk about how wellness brands can use personalization, convenience, and design to stand out. In this episode, you'll learn: • How Andrew's B2B approach plays to his strengths • How OK Capsule's tech streamlines manufacturing, packaging, and distribution • Andrew's perspective on AI and how it will affect the future of medicine Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ OK Capsule Website: okcapsule.com Andrew's Email: andrew@okcapsule.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 JackTaylorPR.com/Fitt Chapters: (00:00) Introduction (01:31) Andrew's background (01:57) The power of supplements (02:57) Challenges in the supplement industry (05:20) Current state of the industry (07:49) Personalized supplement experience (09:16) OK Capsule's business and strategy (12:17) Future of personalization in the supplement market (13:16) Scaling personalization (16:44) Supplement industry misconceptions (17:35) Compliance and regulation (18:54) Importance of customer experience (21:45) OK Capsule vs. other supplement companies (24:28) Future roadmap (26:15) Growth strategies (27:26) Integrating AI (31:48) Brand loyalty is losing to convenience (32:34) Online sales process for supplements (35:11) Potential opportunities and product expansion (40:37) Conclusion

Today, I'm joined by Andrew Lacy, founder & CEO of Prenuvo, a preventative healthcare company utilizing comprehensive whole-body MRI scans. Prenuvo offers advanced medical imaging services that provide personalized insights into an individual's health, enabling early detection and prevention of major diseases. Shifting the paradigm with proactive screening, the company's clinicians can identify and advise on over 500 common and rare conditions. In this episode, we discuss the tech-enabled future of preventative care and how Prenuvo differs from other MRI services. In this episode, you'll learn: • How Prenuvo works and what its team of doctors look for • Andrew's plan to make preventative MRIs financially feasible for all • AI's potential impact on radiology and medicine Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ Prenuvo Website: www.prenuvo.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 JackTaylorPR.com/Fitt Chapters: (00:00) Introduction (01:28) Andrew's background (03:05) Andrew's journey to founding Prenuvo (05:52) Prenuvo Customer experience (08:46) MRI scans pricing (10:18) How often should people get a scan? (13:02) Offering follow up education on a diagnosis (13:58) Detecting and preventing major diseases (16:27) Problems with reactive care (19:07) Prenuvo's technology (21:35) Screening healthy people (24:07) Future of preventive healthcare (26:44) Demand for scans after COVID (28:48) Future expansion and growth plans (31:48) Integrating AI with image analysis and radiology (35:18) Conclusion

Today, I'm joined by Samantha Diamond, co-founder & CEO of Bird&Be, an at-home fertility care platform. After suffering from prenatal and fertility issues themselves, Sam and her co-founders rallied to create an easier way for people to optimize their outcomes. Combining conventional and naturopathic medicine, Bird&Be's at-home diagnostics and personalized supplements serve women through every stage on the journey. In this episode, Sam shares how her own fertility journey led to creating bespoke at-home kits. Plus, she explains how Bird&Be is partnering with medical professionals to develop and distribute their products. In this episode, you'll learn: • Sam's vision for the future of fertility care • The flaws of fertility education and how to fix them • How Bird&Be's testing process and precision supplementation improves fertility Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ Bird&Be Website: https://birdandbe.com/ Bird&Be IG: https://www.instagram.com/birdbeco/ Bird&Be TikTok: https://www.tiktok.com/@birdandbe - 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 (01:25) About Bird&Be (02:50) Sam's journey to founding Bird&Be (07:41) Improving fertility and prenatal education (11:12) Bird&Be's at home fertility care (13:15) Future product offerings (17:05) Partnering with doctors (23:22) Marketing strategies (29:18) Future roadmap (31:48) Fundraising (34:27) Conclusion

Today, I'm joined by Dave Long, co-founder & CEO of Orangetheory Fitness, a HIIT-based boutique studio franchise. Founded in 2010, Orangetheory's science-backed, heart rate-based workouts aim to deliver maximum results in a short amount of time, splitting exercisers between treadmills, rowers, and strength equipment. Growing its international community, OTF has opened over 1.5K studios in 25+ countries. In this episode, we discuss the company's tech-driven approach to interval training, Dave talks about getting back into growth mode post pandemic, and we explore the potential for healthcare-prescribed group fitness. In this episode, you'll learn: • How Dave and team build product and community by taking classes themselves • Why new class concepts are part of the brand's strategy • How Orangetheory is laying the framework for movement as medicine 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 (01:37) Orangetheory's current state (03:25) Orangetheory's franchises (06:40) Post-pandemic experience and growth strategy (10:07) Building product and community by taking classes (12:32) Marketing strategies (17:14) Hybrid fitness sentiment (21:06) Creating and executing new class concepts (27:50) Personalizing members experience to reach their goals (30:31) Future growth plans (33:09) Conclusion

Today, I'm joined by Christian Toetzke, founder & CEO of HYROX, a global fitness racing competition. Christian, a former professional athlete and entrepreneur, created HYROX with the goal of making fitness more accessible and engaging for people of all fitness levels. The company hosts mass-participation events, putting competitors on the clock for a series of functional exercises, while licensing training programs to gyms across the world. In this episode, we discuss the rise of fitness racing, and Christian breaks down why the company's challenge is both inclusive and effective. In this episode, you'll learn: • How HYROX is more approachable than CrossFit • Christian's plan to partner with gyms to complement its rapidly growing events business • What it takes to be the "marathon of fitness racing" Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider/ HYROX Website: https://hyrox.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 JackTaylorPR.com Chapters: (00:00) Introduction (01:21) HYROX background (03:02) Christian's journey to founding HYROX (11:02) The HYROX philosophy and race format (17:14) HYROX vs. CrossFit (25:02) Revenue streams and growth strategy (33:47) Partnering with gyms (42:21) HYROX's vision and roadmap (47:25) Future partnerships to look out for (50:42) Conclusion

Today, I'm joined by Rachel Soper Sanders, co-founder & CEO of Rootine, a personalized nutrition and diagnostics platform. Founded in 2018, Rootine's unique approach to health and wellness combines DNA testing with a genomic algorithm to create customized vitamin subscriptions tailored to each member's specific needs, be it performance, stress-reduction, or everyday health. In this episode, Rachel details the shortcomings of the unregulated supplement industry and how to remove barriers between wellness, nutrition, and healthcare. In this episode, you'll learn: • How Rachel's poor experience with healthcare led her to start Rootine • Why proof of impact is key to reshaping a broken system • How the one-size-fits-all supplement industry is making people sicker 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 (01:21) Rachel's background (04:58) About Rootine (06:54) Rachel's journey to founding Rootine (10:30) Building products around customer data (13:38) Being a Rootine member (16:45) Future of personalized nutrition & supplementation (19:05) Growth strategies (21:33) Quality of personalized supplements (24:02) Rachel's opinion on one size fits all supplementation (27:44) Integrating wellness into healthcare (32:28) Healthcare industry and retail (34:40) Future roadmap (35:47) Conclusion