Fitt Insider

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

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

Website: www.freaksofnature.com

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

TikTok: https://www.tiktok.com/@freaksofnature___

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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

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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

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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/

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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/

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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

Today, I'm joined by Brian Le Gette, founder & CEO of Ammortal.

A wellness technology company, Ammortal's immersive recovery chambers combine PEMF, red light, molecular hydrogen, breathwork, and meditation into a single therapeutic experience.

In this episode, we discuss building the future of regenerative wellness tech.

We also cover:

• Raising a Series A and scaling commercially

• Developing the product, pricing model, and partnerships

• Stacking cellular repair modalities with mind-body integration

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.ammortal.com

Locations: www.ammortal.com/locations

Commercial Inquiries: [email protected]

Partnerships: [email protected]

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

Facebook: https://www.facebook.com/ammortals

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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

(01:20) Brian's background and entrepreneurial journey

(02:40) What is Ammortal and the one-of-one category

(02:55) The core modality stack and protocol design

(05:10) Origin story

(06:30) Positioning beyond wellness buzzwords

(09:00) Why "tech doesn't heal—it aids self-healing"

(11:30) Target customer: optimization-focused consumers

(14:30) Distribution strategy

(18:00) Pricing models and commercial partnerships

(21:15) The experience design and musical cocoon concept

(23:30) Education and onboarding for new users

(25:30) Customer outcomes and use case versatility

(27:35) Landing on "chamber" as the product descriptor

(29:05) Long-term vision and R&D philosophy

(31:15) The collaborative model for wellness innovation

(32:45) Raising a Series A and scaling commercially

(34:10) Conclusion

Today, I'm joined by Jared Pobre, founder & CEO of Caldera + Lab.

Launched in 2019, Caldera + Lab is revamping men's medicine cabinets with proprietary premium skincare formulas specifically engineered for guys.

In this episode, we discuss building a biotech-driven men's personal care brand.

We also cover:

• Targeting the longevity-minded male consumer

• Prioritizing proprietary R&D over repurposed formulas

• Developing distribution strategies and hospitality partnerships

Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider

Caldera + Lab's Website: www.calderalab.com

Amazon: https://www.amazon.com/stores/CalderaLab/page/2A608586-7E58-411C-8057-FFD688968227

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The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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

(01:08) Jared's background and Caldera + Lab overview

(01:33) The evolution of men's skincare since 2016

(03:02) Formulation differences: women's vs. men's skincare

(04:32) Custom formulations vs. menu-based co-manufacturing

(06:24) Pioneering proprietary ingredients for men

(08:00) Building the brand with bootstrapped resources

(10:30) Clinical studies and efficacy testing

(13:00) Customer acquisition and finding product-market fit

(15:30) DTC and Amazon as core distribution channels

(17:45) Storytelling and messaging strategy

(21:53) Balancing scientific credibility with consumer messaging

(23:12) Targeting the longevity-minded male consumer

(25:11) Retail expansion strategy and Series A funding

(26:15) Country clubs, luxury hotels, and hospitality partnerships

(27:26) Product roadmap

(28:49) Conclusion

Today, I'm joined by Felicity Yost, co-founder & CEO of Tia.

Integrating primary care, gynecology, mental health, fertility, menopause, and longevity services, Tia is scaling a comprehensive model for women's healthcare.

In this episode, we discuss designing a holistic practice that meets women where they are.

We also cover:

• Why preventative care and longevity care are fundamentally the same

• How women fall through the cracks of traditional specialty-siloed systems

• Future potential for predictive modeling and hyper-personalized medicine

Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider

Tia's Website: asktia.comTia's IG: instagram.com/asktiaTia's Podcast: asktia.com/podcast

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The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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 (01:00) Felicity's background and Tia's mission (04:00) Defining the scope of whole-person care (07:00) Translating preventative care into longevity care (11:00) Addressing the complexity of women's health needs (16:00) Building comprehensive diagnostic frameworks (24:00) The future of longevity biomarkers and ovarian age (27:00) Innovation opportunities in healthcare data and research (29:00) Future roadmap (31:00) Conclusion

Today, I'm joined by Scott Marcaccio, co-founder & CEO of Myo.

With 23 locations and counting, Myo is bringing next-gen physical therapy to the masses — helping people futureproof their bodies with preventative care.

In this episode, we discuss scaling and normalizing premium PT.

We also cover:

• The 10-year rollercoaster to finding product-market fit

• Building employer brand and culture to retain 270+ clinicians

• Shifting from an athlete-focused niche to mainstream premium positioning

Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider

Website: www.myodetox.com/IG: https://www.instagram.com/myodetox/ Promo Code: BODYIQ for 50% off first session

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The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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 (01:00) Scott's background and Myo overview (04:00) Unifying fragmented wellness modalities into modern PT (06:00) The 10-year rollercoaster to finding product-market fit (08:00) Major rebrand: from Myodetox to Myo (11:00) Building employer brand for 270+ clinicians (14:00) The rebrand process (17:00) Shifting from niche athlete focus to mass premium positioning (23:00) Real estate strategy and owned-operation model (25:00) Densification over market expansion approach (29:00) Why Myo stays pure-play and avoids service bloat (34:00) Leadership development as the business scales (37:00) Raising global body IQ through movement education (39:00) The hard work between three locations and 10 locations (41:00) Future Roadmap (43:00) Conclusion

Today, I'm joined by Jake Muise, co-founder and CEO of Maui Nui Venison.

Making meat planet-friendly, the company harvests wild, invasive axis deer on Maui to balance ecosystems while providing nutrient-dense protein.

In this episode, we discuss turning an ecological crisis into a regenerative food business.

We also cover:

• Balancing commerce, conservation, and community

• The pitfalls of the hyper-processed high-protein craze

• Why nutrient density labels could change the food system

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: mauinuivenison.com IG: https://www.instagram.com/mauinuivenison

FB: https://www.facebook.com/mauinuivenison

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The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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

(01:00) Jake's background and Maui Nui Venison overview

(02:00) Axis deer problem and invasive species impact

(05:00) The founding moment witnessing mass deer die-offs

(07:00) Seven years as nonprofit before becoming for-profit CPG

(09:00) Current scale

(11:00) Product mix

(14:00) Accidentally creating extraordinary nutrient density

(16:00) Critique of protein-washing and empty protein products

(21:00) Balancing commerce, conservation, and community

(23:00) Running constant experiments to solve complex systems

(26:00) Authentic mission-driven business as competitive advantage

(29:00) Four pillars: transparency, energy balance, purpose, taste

(32:00) Why nutrient density labels could transform food system

(36:00) Profitable regenerative agriculture through proper pricing

(38:00) New aged venison line and summer sausage launch

(40:00) Conclusion