Fitt Insider

September 29, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Functional shots emerge as the next supplement ritual, with the category projected to grow from $6.6B to $19B by 2033 as investors back brands like Sol-ti and Suja
• The Economist questions the evidence behind common surgeries, finding roughly two-thirds of patient improvement in trials came from natural healing or placebo effects
• Olive oil brand Graza explores a sale valued between $450M and $600M as larger food companies acquire brands reinventing familiar categories

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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Today, I'm joined by Kate Ryder, founder & CEO of Maven Clinic.

The largest virtual provider for women's and family health, Maven Clinic covers 28M members and 2.5K+ employers across fertility, maternity, pediatrics, and menopause benefits.

In this episode, we discuss building at the intersection of clinical quality and technology.

We also cover:

• Using AI to triage care
• Maven's direct-to-consumer expansion
• How consumer demand is driving the women's health category

Subscribe to the podcast → insider.fitt.co/podcast

Subscribe to our newsletter → insider.fitt.co/subscribe

Follow us on LinkedIn → linkedin.com/company/fittinsider

Maven's Website: www.mavenclinic.com

Instagram: https://www.instagram.com/mavenclinic/

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

(01:21) Kate background and Maven overview

(04:04) Broadening from pregnancy to full care

(05:46) Following members, not predicting needs

(09:18) Data as product and personalization

(10:41) Quantifying health outcomes

(11:14) Maven Assistant philosophy

(12:00) AI's role in healthcare

(15:49) Patient trust and behavior change

(17:28) Building with AI at organizational level

(19:38) Why DTC expansion now

(22:36) Women's health as just health

(26:21) Employer contracts and risk models

(27:47) Long-term roadmap vision

(28:20) Staying at intersection of care and tech

(30:28) Peptides and evidence-based approach

(32:13) Where to find Maven

(32:45) Conclusion

September 25, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• GRAIL's Galleri cancer blood test moves closer to FDA approval after an advisory panel found benefits outweigh risks, despite a near-split vote on efficacy
• Wearables draw $4.1B in investment this year, nearing the 2021 peak as Whoop raises $575M and Oura preps a potential $16B public listing
• Precision Neuroscience closes a $250M Series D, bringing total funding to $430M as its FDA-cleared brain-computer interface moves toward commercial use

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

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 → [email protected]

September 24, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• PVOLVE and Jennifer Aniston launch Movement Longevity, a strength and mobility program addressing a gap where 66% of women say they've never been told to lift weights
• Rapha CEO Fran Millar steps down as the cycling brand restructures after a $33.6M net loss, targeting sustainable profitability by 2027
• Collaborative Fund takes a stake in D.C. United and Audi Field, using the club as a platform for portfolio companies like Whoop and Olipop

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

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 → [email protected]

September 23, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Peloton unveils three new treadmills including a $2,195 folding model, adding Whoop integration and AI-powered run analysis to broaden its audience
• Apple reportedly explores a thin, screenless fitness band to compete with Whoop, though the device likely wouldn't arrive before 2028
• Bird&Be raises $13M to expand fertility supplements and at-home testing, growing into an eight-figure business with 75% revenue from subscriptions

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

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 → [email protected]

September 22, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Men's wellness market projected to reach $2.8 trillion by 2030 as Pinterest reports surging interest in community-driven rituals like running clubs
• 7-Eleven opens its eighth annual Brands with Heart program, seeking emerging functional beverage, protein, and better-for-you snack brands for shelf placement
• CDC finds 71.5% of US adults experienced fatigue over three months, with frequent fatigue linked to higher rates of depression and anxiety

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

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 → [email protected]

Today, I'm joined by Nicolas Beaupré, founder & CEO of Mateína.

A yerba mate energy drink, Mateína grew from a bootstrapped passion project to an Andrew Huberman-backed beverage brand.

In this episode, we discuss the product backstory and growth roadmap.

We also cover:

• Evolving from loose-leaf to RTD
• Partnering with Dr. Andrew Huberman
• Remote team and field marketing strategy

Subscribe to the podcast → insider.fitt.co/podcast

Subscribe to our newsletter → insider.fitt.co/subscribe

Follow us on LinkedIn → linkedin.com/company/fittinsider

Mateína's Website: www.drinkmateina.com

Instagram: https://www.instagram.com/mateina/

Contact: [email protected]

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

(00:22) Nicolas's background

(01:45) Argentina trip

(04:00) Passion becomes side project

(05:00) Initial Shopify store

(07:30) Loose-leaf era

(08:45) Year of learning beverage industry

(09:30) First ready-to-drink launch

(10:45) Tiny and Dr. Huberman partnership

(12:30) US launch and zero-sugar request

(15:30) Competition validation

(19:15) Partnership structure

(20:30) Organic growth roadmap

(23:00) Team size and remote dynamics

(25:00) Field marketing strategy

(30:30) Clean energy positioning

(34:30) Where to find Mateína

(35:45) Conclusion

September 18, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Nix Biosensors raises $10M Series A to license its hydration algorithm into fitness platforms, shifting from hardware to health data infrastructure
• Life Time expands its ARORA healthy-aging program as class size triples since 2022, tapping into the 56% of consumer spending held by adults 50+
• Pew data finds 78% of US adults now take a supplement, with protein use surging among Gen Z even as seniors lead overall adoption

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 → [email protected]

September 17, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Global fitness operators post 10.7% median revenue growth in 2025 as physical activity gains Medicare reimbursement and insurance recognition worldwide

• Walmart partners with SCAN Health Plan to launch co-branded Medicare Advantage plans, connecting insurance to its AI-powered nutrition platform

• Ritual launches a $39/month hormone-free perimenopause supplement, extending its brand from pregnancy into midlife women's health

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 → [email protected]

September 16, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• On refuses to discount shoes as Q2 sales rise 13.5% to $1B, betting product innovation can support margins that reached 65.4%
• Accenture survey finds Gen Z and Millennial trust in health insurers fell 10.5%, with 62% already using AI tools to choose a health plan
• FDA signals more flexibility in psychedelic trial design, opening alternative approaches to comparators, dosing, and approval timelines

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 → [email protected]