The Business of Wellness

January 23, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Amazon launches Health AI for One Medical members, using LLMs to reference medical records and coordinate care as AI shifts from informational tools to embedded care coordination Lululemon pauses online sales of Get Low leggings after complaints they weren't "squat proof," marking latest quality issue amid leadership uncertainty and founder Chip Wilson's criticism New study finds sleeping fewer than seven hours per night impacts lifespan more than poor diet, inactivity, or loneliness — second only to smoking — yet only 7% of U.S. adults report feeling well-rested More from Fitt: Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital. Subscribe to our newsletter → insider.fitt.co/subscribe Work with our recruiting firm → https://talent.fitt.co/ Follow us on Instagram → https://www.instagram.com/fittinsider/ Follow us on LinkedIn → linkedin.com/company/fittinsider Reach out → insider@fitt.co

January 22, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: AO Ventures invests in Padel Haus as the New York-based club operator expects U.S. padel players to double by 2030 Ammortal adds seven athletes including Mike Trout and Freddie Freeman as ambassadors and investors, with recovery chambers now installed across NFL and MLB teams NOBULL raises $50M at $1B valuation with Tom Brady shutting down TB12 to launch NOBULL Nutrition, expanding beyond apparel into grass-fed protein and electrolytes Ultra raises $11M led by Left Lane Capital to scale nicotine-free performance pouches delivering energy and focus as functional substitutes gain traction More from Fitt: Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital. Subscribe to our newsletter → insider.fitt.co/subscribe Work with our recruiting firm → https://talent.fitt.co/ Follow us on Instagram → https://www.instagram.com/fittinsider/ Follow us on LinkedIn → linkedin.com/company/fittinsider Reach out → insider@fitt.co

January 21, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Eventbrite reports 79% of Gen Z and millennials plan to attend more in-person events in 2026, gravitating toward spontaneous formats like run clubs and sauna raves over curated programming Meta puts Supernatural VR fitness app into maintenance mode, ending new content after layoffs and strategic shift toward AI, signaling broader risk for VR fitness category Merge Labs, co-founded by OpenAI CEO Sam Altman, raises $252M to develop brain-computer interfaces starting with medical applications before expanding to consumer use Cream Co. Meats raises $8M to connect consumers with regenerative ranchers as concern over pesticides drives shift toward nutrient-dense animal protein and transparency More from Fitt: Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital. Subscribe to our newsletter → insider.fitt.co/subscribe Work with our recruiting firm → https://talent.fitt.co/ Follow us on Instagram → https://www.instagram.com/fittinsider/ Follow us on LinkedIn → linkedin.com/company/fittinsider Reach out → insider@fitt.co

Today's top stories: Bathhouse expands with eight new locations over two years, entering Philadelphia, Chicago, Minneapolis, and more as recovery destinations blend hospitality and community Peloton and Respin Health report 84% symptom improvement in 60-day menopause program, positioning fitness platforms as legitimate care complements World Economic Forum warns global sports economy could lose $1.6T by 2050 due to declining activity and climate risk, calling for sport as preventative health infrastructure David Beckham's IM8 crosses $100M in first-year ARR, betting on simplification over more SKUs More from Fitt: Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital. Subscribe to our newsletter → insider.fitt.co/subscribe Work with our recruiting firm → https://talent.fitt.co/ Follow us on Instagram → https://www.instagram.com/fittinsider/ Follow us on LinkedIn → linkedin.com/company/fittinsider Reach out → insider@fitt.co

Today, I'm joined by Carter Barnhart, CEO and co-founder of Charlie Health. Charlie Health provides virtual intensive outpatient treatment for serious mental health and substance use disorders — serving children, teens, and adults across 40 states. In this episode, we discuss making life-saving behavioral healthcare accessible at scale. We also cover: Securing over 850 insurance contracts Proving the ROI of virtual intensive treatment Leveraging group-based connection for healing Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Charlie Health Website: www.charliehealth.com Charlie Health is Hiring across all roles - reach out to join the team - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem 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 (01:15) Charlie Health's mission (03:10) Proving virtual intensive treatment works (05:06) COVID as the catalyst (06:33) Building a world without suicide (07:10) The care model (08:25) Community-based referral network (09:00) Personalized matching and group-based treatment (10:15) Connection as the foundation (11:15) Long-term outcomes tracking (12:26) Insurance accessibility (13:20) Quality care at scale (14:32) Transparency (16:00) Building trust with clinicians (17:05) Core values (19:00) Bridging the gap in behavioral healthcare (20:30) Trust as the foundation of data collection (21:20) Success stories to combat stigma (22:35) Destigmatizing high-acuity mental health (24:15) Moving the needle through shared stories (26:00) AI augmenting clinician work (27:50) Charles the AI scribe (29:00) AI vs. human connection (30:15) Expansion (31:30) KPIs (32:27) Profitability and scholarships (33:10) Learn more and join the team (33:40) Conclusion

January 16, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: EGYM merges with Playlist (Mindbody and ClassPass parent) to create $7.5B platform backed by $785M, turning fragmented fitness tools into unified OS Verdane makes largest-ever investment in Clue a women's health and period tracking app with100M+ global downloads Ultrahuman partners with Click Therapeutics to launch migraine tool integrating wearable data with digital therapeutics Cancer survival rate hits historic 70% with survivors expected to exceed 22M by 2035, creating new demand for long-term survivorship care More from Fitt: Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital. Subscribe to our newsletter → insider.fitt.co/subscribe Work with our recruiting firm → https://talent.fitt.co/ Follow us on Instagram → https://www.instagram.com/fittinsider/ Follow us on LinkedIn → linkedin.com/company/fittinsider Reach out → insider@fitt.co

January 15, 2025: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Gallup survey finds 29% of Americans say healthcare cost is the nation's most urgent health problem, with 23% calling the U.S. system "in a state of crisis" Fullscript and Oura partner to integrate smart ring data into clinical workflows for 125,000 providers, turning wearables into everyday decision-making tools NVIDIA and Eli Lilly announce AI innovation lab with plans to invest up to $1B over five years to reinvent drug discovery and manufacturing Nike signs pro pickleballer Anna Leigh Waters as its first pickleball partnership, targeting growth at the intersection of lifestyle, performance, and community More from Fitt: Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital. Subscribe to our newsletter → insider.fitt.co/subscribe Work with our recruiting firm → https://talent.fitt.co/ Follow us on Instagram → https://www.instagram.com/fittinsider/ Follow us on LinkedIn → linkedin.com/company/fittinsider Reach out → insider@fitt.co

January 14, 2025: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Neko Health plans to open its first U.S. location in NYC this spring, bringing its 60-minute preventative body scan to the U.S. after raising $260M and logging 300K+ global signups Tom Brady named Chief Wellness Officer of eMed's GLP-1 care platform, joining athletes like Serena Williams and Charles Barkley in endorsing weight-loss and wellness brands Pomelo Care raises $92M Series C at $1.7B valuation to expand from maternity into women's and children's care, already supporting nearly 7% of U.S. births U.S. digital health startups raised $14.2B in 2024 with fitness and wellness attracting $2B, led by Oura's $900M round as investors back platforms combining engagement, data, and recurring use More from Fitt: Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital. Subscribe to our newsletter → insider.fitt.co/subscribe Work with our recruiting firm → https://talent.fitt.co/ Follow us on Instagram → https://www.instagram.com/fittinsider/ Follow us on LinkedIn → linkedin.com/company/fittinsider Reach out → insider@fitt.co

January 13, 2025: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Strava prepares to go public with Goldman Sachs leading the process, as it evolves from social fitness app to Athlete OS OpenAI and Anthropic announced new healthcare and consumer health-focused features as AI shifts from answering questions to transforming care Target announces 30% expansion of its wellness division, positioning itself as discovery and distribution engine for supplements, protein, and better-for-you food Good Culture lands majority investment from L Catterton at a $500M+ valuation, riding the protein boom and rebranding cottage cheese More from Fitt: Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital. Subscribe to our newsletter → insider.fitt.co/subscribe Work with our recruiting firm → https://talent.fitt.co/ Follow us on Instagram → https://www.instagram.com/fittinsider/ Follow us on LinkedIn → linkedin.com/company/fittinsider Reach out → insider@fitt.co

Today, I'm joined by Sunita Mohanty, co-founder & CEO of Vibrant Practice. Fixing healthcare's foundational flaws, Vibrant Practice is building the AI-native electronic health record for preventative longevity practices — with tools built for personalized, data-driven care. In this episode, we discuss building the operating system for modern medicine. We also cover: What human-in-the-loop healthcare looks like Why current EHRs fail forward-thinking clinicians Moving from insurance-based to consumer-centered models Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Vibrant's Website: www.vibrantpractice.com Contact Sunita: sunita@vibrantpractice.com - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem 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 (01:37) Sunita's background (02:23) Functional medicine journey (03:30) The inevitability of personalized medicine (04:00) Why providers need better tools (05:00) Current state of EHR (06:30) What makes Vibrant Practice different (08:15) AI-native EHR built for data-driven care (10:30) Integrations for the future (12:45) Serving functional medicine and longevity clinics (15:00) Consumer vs. insurance-based models (17:30) Visualizing patient data over time (19:45) Human-in-the-loop healthcare (22:00) Beta launch (24:15) The "Stripe Atlas" model for new practices (26:30) 2026 roadmap (27:45) Community and ecosystem building (29:00) Technology with intention (30:45) Where to learn more (31:21) Conclusion

January 9, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: FDA says non-medical health data from consumer wearables won't face oversight as long as products don't claim clinical use, giving fitness and recovery brands more freedom to ship F45 Training partners with Joi + Blokes for official diagnostics and personalized supplements, integrating lab testing and hormone data to extend its role beyond workouts McKinsey and Business of Fashion research shows consumers prioritizing belonging over hype, with community moving from marketing tactic to distribution layer as wellness becomes brand infrastructure Utah launches AI pilot allowing artificial intelligence to renew routine prescriptions without physician involvement, moving AI from support to execution in healthcare More from Fitt: Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital. Subscribe to our newsletter → insider.fitt.co/subscribe Work with our recruiting firm → https://talent.fitt.co/ Follow us on Instagram → https://www.instagram.com/fittinsider/ Follow us on LinkedIn → linkedin.com/company/fittinsider Reach out → insider@fitt.co

January 8, 2025: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Trump administration releases new dietary guidelines backed by HHS Secretary RFK Jr., recommending avoidance of ultra-processed foods and added sugars while endorsing red meat and full-fat dairy Eli Health unveils instant saliva-based tests for testosterone and progesterone at $8 per test, with results in minutes and Q1 rollout ahead Mark Mastrov and LongRange Capital reacquire 24 Hour Fitness, with plans to upgrade clubs for strength and recovery while preparing for international growth Smart ring shipments jumped 50% in 2025, outpacing smartwatches as Oura explores digital IDs and payments beyond health tracking Novo Nordisk's Wegovy pill launches nationwide as first oral GLP-1 for weight loss at $149/month through pharmacies and telehealth providers More from Fitt: Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital. Subscribe to our newsletter → insider.fitt.co/subscribe Work with our recruiting firm → https://talent.fitt.co/ Follow us on Instagram → https://www.instagram.com/fittinsider/ Follow us on LinkedIn → linkedin.com/company/fittinsider Reach out → insider@fitt.co

January 7, 2025: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Americans plan to spend $60 billion on health and wellness in 2026, with nearly 90% now viewing fitness as preventative healthcare prioritizing strength, mobility, and mental health Sweetgreen launches nationwide menu collaboration with Function Health, designed by Dr. Mark Hyman to reframe healthy eating around foundational biology supporting energy, inflammation, and metabolic health Non-alcoholic beverages shift from substitutes to primary choice as Thrive Market exits alcohol entirely and Athletic Brewing relaunches its Athletic January campaign More from Fitt: Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital. Subscribe to our newsletter → insider.fitt.co/subscribe Work with our recruiting firm → https://talent.fitt.co/ Follow us on Instagram → https://www.instagram.com/fittinsider/ Follow us on LinkedIn → linkedin.com/company/fittinsider Reach out → insider@fitt.co

January 6, 2025. Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Year-end funding surge shows investors backing wellness infrastructure over trends, with Truemed ($34M), Nanit ($50M), and Neurable ($35M) leading the way. Life Time's 2026 survey reveals 82% of consumers prioritizing overall health, with 42% focused on getting stronger, and nearly 47% planning to lift more weights Fitt Insider enters 2026 with plans to expand its platform, including marketing services, community membership, and a focus on in-person events. More from Fitt: Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital. Subscribe to our newsletter → insider.fitt.co/subscribe Work with our recruiting firm → https://talent.fitt.co/ Follow us on Instagram → https://www.instagram.com/fittinsider/ Follow us on LinkedIn → linkedin.com/company/fittinsider Reach out → insider@fitt.co

Today, I'm joined by Tim Rosa, CEO of Somnee. Somnee is pioneering personalized neurostimulation for sleep with a clinical-grade headband that uses EEG brain mapping to help people fall asleep faster and stay asleep longer. In this episode, we discuss building the next generation of sleep technology. We also cover: Lessons from scaling Fitbit How EEG-driven neurostimulation cuts sleep onset time in half Traction with NBA athletes and elite performers Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Somnee's Website: www.somneesleep.com Instagram: https://www.instagram.com/somneesleep/ LinkedIn: https://www.linkedin.com/company/somnee/ - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem 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 (01:29) Tim's background (02:13) Scaling Fitbit (03:00) Discovering Somnee (04:15) Resetting the company (06:00) How Somnee works (07:15) Clinical-grade data (09:00) Sleep onset vs sleep maintenance (11:30) 15-minute sessions vs all-night tracking (13:45) FDA clearance & clinical validation (16:00) Go-to-market strategy (18:30) NBA, NFL, and elite athletes (23:15) The sleep market opportunity (25:30) The future of wearables (28:00) Device ecosystems and API integrations (33:00) Series A fundraising (34:45) The 21-session optimization (36:15) Where to find Somnee and learn more (37:15) Conclusion

Today, I'm joined by Julia Nimocks, co-founder & CEO of Freaks of Nature. Co-founded with surf champion Kelly Slater, Freaks of Nature is building performance skincare for outdoor athletes — leveraging microbiome-driven formulations for skin longevity. In this episode, we discuss designing a technical skincare brand for the athletic consumer. We also cover: Why athletes are underserved in skincare Crafting microbiome-first formulations with PhD expertise Scaling lean with contractors over full-time employees Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Website: www.freaksofnature.com Instagram: https://www.instagram.com/freaksofnature___/ TikTok: https://www.tiktok.com/@freaksofnature___ - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem 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 (00:46) Julia's background and operator journey (01:19) From Billie to Freaks of Nature (02:20) Why skincare for outdoor athletes made sense (03:09) Building with the Squared Circles team (04:11) Core product portfolio and evolution (04:41) The white space in athletic skincare (05:52) Microbiome-driven formulation philosophy (06:44) Sunscreen and moisturizing serum as foundation (08:15) Expanding into deodorant category (10:45) Kelly Slater as co-founder and brand ambassador (13:15) Authenticity in athlete partnerships (15:45) Distribution strategy and retail approach (18:15) Building lean with contractors (20:45) Revenue per employee efficiency model (22:21) Incentive structures and team dynamics (24:48) Protecting scrappy startup mentality while scaling (26:34) 2026 roadmap: product launches and team growth (27:31) Expanding "Freak Faces" athlete ambassadors (28:21) Where to find Freaks of Nature (28:35) Conclusion

Today, I'm joined by Jannine Versi, co-founder & CEO of Elektra Health. Transforming menopause care at scale, Elektra Health partners with 40+ health plans to provide evidence-based virtual support through clinical visits, coaching, and community. In this episode, we discuss building the infrastructure for women's midlife and aging care. We also cover: Developing patient trust for the long term Entering health plans with data-driven ROI The future of value-based care and women's 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 Elektra's Website: www.elektrahealth.com Instagram: https://www.instagram.com/elektrahealth/ Facebook: https://www.facebook.com/elektrahealth - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem 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 (01:50) Jannine's background (02:30) Elektra Health's origin story (03:45) Early telemedicine adoption (05:00) Evolution of menopause awareness and conversation (06:00) Expanding health plan partnerships (06:40) Education and community platform strategy (09:00) Building a digital home for menopause content (10:30) Meeting patients where they are in their journey (12:40) Platform architecture (14:15) Complex patient journeys across clinical and coaching (16:10) Long-term patient relationship and trust-building (18:35) Access as the core challenge in women's midlife health (19:25) Breaking into health plan partnerships (21:00) Employer demand driving health plan adoption (22:20) Proving clinical and financial value (24:20) The women's health conversation and stigma (25:10) Longitudinal aging care (27:30) Value-based care and the future of women's health (28:55) Product roadmap (32:00) Mainstreaming menopause and midlife health topics (33:45) Oscar Health partnership (35:30) Evidence-based approach without product monetization (36:20) Conclusion

Today, I'm joined by Ana Montero and André Marques-Smith, co-founders of Atlas. A behind-the-ear brain sensing wearable, Atlas tracks clarity, stress, and cognitive performance in real time, bringing neuroscience research from academia to consumers' hands. In this episode, we discuss building the brain health wearable for everyday life. We also cover: Atlas's five-year R&D process Modernizing outdated mental health diagnostics Early detection and prevention of neurological conditions Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Join the Waitlist: www.atlaswearable.com Atlas on LinkedIn: https://www.linkedin.com/company/atlaswearable/ Atlas on X (Twitter): https://x.com/atlaswearable - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem 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 (01:30) Ana and André's backgrounds in neuroscience (03:25) The problem with mental health diagnostics today (04:30) Why existing wearables can't track brain activity (05:50) Building sensors that work in motion conditions (06:25) Five years of R&D (08:00) Why behind-the-ear brain sensing (10:30) What Atlas measures (13:00) Brain scores vs. peripheral body metrics (15:30) Use cases (18:00) The personalization challenge in brain data (20:30) Long-term vision (23:00) Building consumer traction before clinical applications (25:30) Fundraising and investor interest in brain tech (28:00) Beta testing program and user feedback (30:20) Research studies: stress, nutrition, and brain activity (32:35) Early detection and prevention (35:05) Conclusion

Today, I'm joined by Todd Meleney, co-founder & CEO of While on Earth. An athletic footwear and apparel brand for the modern wellness consumer, While on Earth prioritizes versatile "performance wellness" over single-sport specialization. In this episode, we discuss creating an underdog brand in a competitive market. We also cover: Christian McCaffrey's role as co-founder Defining "performance wellness" as a category Investing in grassroots community over paid marketing Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider While On Earth's Website: www.whileonearth.co While On Earth's IG: https://www.instagram.com/whileonearth/ - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem 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 (01:40) Todd's background and While on Earth overview (02:40) White space opportunity in performance footwear (04:25) Lessons from building NOBULL (05:15) Shifting consumer behavior toward holistic wellness (07:15) Defining "performance wellness" as a category (09:30) Product philosophy (12:00) Building vs. buying brand awareness (14:30) Grassroots community strategy over paid marketing (17:00) Retail strategy (19:30) Athlete partnerships (22:00) Christian McCaffrey as co-founder and investor (24:30) Product roadmap and innovation focus (27:00) Staying authentic while scaling (29:05) Running category launch in 2026 (30:15) CMC signature product line coming 2026 (32:45) Role of athletes in brand building (34:50) Conclusion

Today, I'm joined by Shahab Elmi, co-founder & CEO of Cymbiotika. With 100M+ packets sold in its first six years, Cymbiotika is bringing transparency to the supplement industry with liposomal formulations and rigorous third-party testing. In this episode, we discuss building a supplement brand focused on efficacy over marketing. We also cover: Liposomal delivery as a differentiator Why churn reveals true product efficacy Avoiding the wellness DTC race to the bottom Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Cymbiotika's Website: www.cymbiotika.com Cymbiotika's Instagram: https://www.instagram.com/cymbiotika/ - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem 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 (01:15) Shahab's background and Cymbiotika's origin story (02:00) The problem with the supplement industry (02:45) Why transparency and testing matter (04:15) Churn rate as the ultimate success metric (05:45) Organic celebrity endorsements vs paid sponsorships (09:00) Liposomal delivery technology explained (12:30) Manufacturing in-house vs outsourcing (16:00) The DTC race to the bottom (18:30) Building trust through radical transparency (20:30) Competing on efficacy, not marketing spend (23:00) Taking on industry fraud and fake claims (24:30) Announcing multiple third-party clinical trials (26:50) Patent enforcement and liposome validation (27:35) Product roadmap (29:25) Conclusion