Fitt Insider

Today, I'm joined by Dr. Michael Doney, Executive Medical Director of Biograph.

A preventative health and diagnostics clinic, Biograph combines comprehensive testing and personalized lifestyle interventions for a complete concierge medical experience.

In this episode, we explore its approach to designing a next-gen patient journey.

We also cover:

• Making data actionable

• Balancing scale with clinical rigor

• How Biograph differs from primary care

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

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

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

Biograph Website: https://www.biograph.health/

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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

(02:00) Michael's background and transition to preventative health

(04:05) How Biograph emerged from stealth mode

(06:05) The comprehensive patient journey experience

(08:45) Turning data into actionable health outcomes

(13:05) The evidence-based approach to health span

(17:20) Why more data doesn't always mean better health

(19:40) Addressing concerns about accessibility in preventative health

(21:20) Biograph's growth roadmap and digital platforms

(23:15) Why physical locations remain essential

(26:30) The clinical rigor behind whole body MRI programs

(31:35) Supporting rather than disrupting primary care

(35:45) Conclusion

Today, I'm joined by Jen Batchelor, co-founder and CEO of Kin Euphorics.

Kin Euphorics is redefining drinking culture with functional, nonalcoholic spirits designed to boost presence, energy, and connection — minus the hangover.

In this episode, we explore Kin's mission to create social rituals rooted in conscious connection.

We also cover:

• Prioritizing loyalty over growth hacking

• Pioneering psychotropic nonalcoholic drinks

• Applying circadian science to product design

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

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

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

Kin's Website: https://kineuphorics.com/

Kin's IG: https://www.instagram.com/kineuphorics/

Jen's IG: https://www.instagram.com/jenofkin/

Jen's Email: [email protected]

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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/

Jen's Email: [email protected]

Chapters:

(00:00) Introduction

(01:15) Jen's background as a third-generation distiller

(03:00) The 10-year journey building Kin before it was mainstream

(05:00) The philosophical foundation behind the brand

(08:15) Evoking strong emotional responses to Kin's message

(11:00) Translating mission into tangible products and experiences

(14:05) How use cases have evolved from alcohol replacement to daily ritual

(17:20) Building products around circadian science and daily life

(23:15) Measuring success through loyalty over growth metrics

(26:15) The importance of newness and innovation for brand engagement

(29:45) Collaborating with retailers like Sprouts for new product development

(33:05) Staying focused on customers over competition

(36:15) The 10-year vision for Kin's future

(39:20) The concept of "Kinning the world" beyond beverages

(41:00) Conclusion

Today, I'm joined by Ross Mackay, founder and CEO of Cadence.

Cadence is a performance supplement brand creating premium hydration products for goal-oriented individuals — from elite athletes to business leaders.

In this episode, we discuss building a brand that's bigger than the product itself.

We also cover:

• Shaping a lifestyle brand with strategic collabs
• Decision-making frameworks for high-performing teams
• Creating content to document the entrepreneurial journey

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

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

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

Cadence Website: https://usecadence.com/

Cadence IG: https://www.instagram.com/usecadence/

YouTube: https://www.youtube.com/@RossMackay1

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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

(01:15) Ross's background and entrepreneurial journey

(03:50) The transition from Daring Foods to Cadence

(05:10) Differentiating in a crowded supplement market

(08:35) Building authentic brand content and community

(11:10) Strategic collaboration approach and tiered partnerships

(14:15) The momentum behind Cadence's rapid growth

(16:30) Decision-making frameworks for a high-performing team

(20:50) Creating lifestyle products vs just supplements

(23:50) Cadence's product system: Core, Race, and Recover

(27:25) Product roadmap and upcoming innovations

(32:35) The cultural rise of running and endurance sports

(35:15) Personal athletic goals vs. product development

(37:50) Balancing entrepreneurship with new fatherhood

(41:00) Conclusion

Today, I'm joined by Dr. Anthony Gustin, co-founder of Lineage Provisions.

Lineage Provisions is tackling the broken food system through clean meat products that support sustainable agriculture while providing consumers nutrient-dense snacks.

In this episode, we discuss the critical connection between soil health, animal agriculture, and human well-being.

We also cover:

• Building a regenerative supply chain

• Solving problems rather than chasing trends

• Consequences of our disconnection from nature

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

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

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

Lineage Provisions Website: https://lineageprovisions.com/

Lineage Provisions IG: https://www.instagram.com/lineageprovisions/

Equipfoods Website: https://www.equipfoods.com/

Anthony Gustin's Website: https://dranthonygustin.com/

The Feed Newsletter: https://dranthonygustin.com/newsletter/

The Natural State Podcast: https://dranthonygustin.com/podcasts/

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

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

X: https://x.com/dranthonygustin/

YouTube: https://www.youtube.com/dranthonygustin

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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

(01:40) Anthony's background

(03:50) The crisis in our food system and soil health

(07:00) Creating meat products that solve real problems

(10:30) The issue with most "grass-fed" claims

(14:30) The challenges of air-drying meat with organs

(17:40) Health consumerism vs. natural human environments

(21:30) The complexity of building a regenerative supply chain

(24:20) Disconnection from nature as our fundamental problem

(28:00) The limitations of policy-driven food system change

(32:00) Education as a pillar of Lineage Provisions' mission

(35:00) Finding fulfillment in tackling hard problems

(38:00) Conclusion

Today, I'm joined by Robert Hammond, president & CSO of Therme Group US.

After co-founding New York's High Line, Robert is now helping Therme bring thermal bathing to America through large-scale wellness destinations.

In this episode, we discuss reimagining social bathing culture across US urban centers.

We also cover:

• Creating affordable wellness spaces for the masses

• The social and spiritual benefits of communal bathing

• Building destinations that generate tax revenue and jobs

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

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

Website: https://www.thermegroup.com/therme-group-us

Therme Group IG: https://www.instagram.com/thermegroup Robert's IG: https://www.instagram.com/thehighlineguy/

The Culture of Bathing Newsletter: https://cultureofbathing.substack.com/

The Culture of Bathing IG: https://www.instagram.com/cultureofbathing

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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

(01:15) Robert's background and Therme's scale

(03:00) How Therme's model differs from American wellness concepts

(05:00) The three main areas: Play, Relax, and Restore

(07:15) Creating an indoor tropical experience year-round

(08:45) Bathing as a universal cultural experience

(10:45) The social aspect as the "sticky" part of the bathing business

(12:30) Using scale to keep prices accessible

(14:15) Working with cities to develop urban locations

(16:30) Creating new downtown destinations and tax revenue

(18:30) The Peter Attia effect on wellness adoption

(21:15) How different bathing businesses serve different needs

(24:15) Making bathing inclusive and body-positive

(27:00) Marketing wellness vs. marketing fun

(29:45) The social value of bathing experiences

(31:30) The meditation-like quality of bathing

(33:30) The beginning of a bathing movement

(35:15) Democratizing wellbeing through scale

(37:00) Conclusion

Today, I'm joined by Robby Sansom, co-founder & CEO of Force of Nature.

Setting a new standard for the industry, Force of Nature delivers pasture-raised, 100% grass-finished, nutrient-dense proteins that prioritize animal welfare and soil regeneration.

In this episode, we discuss building a radically transparent, values-driven meat company.

We also cover:

• The real cost of cheaply produced food

• Reshaping consumer perception and habits

• Restoring ecosystems with climate-friendly farming

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

Force of Nature Website: https://forceofnature.com/IG: https://www.instagram.com/forceofnaturemeats/

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

(01:30) Force of Nature's mission

(04:00) Problems with our current food system

(06:30) Agriculture's impact on global land use

(09:00) Misaligned incentives in food production

(12:30) Creating transparency and authenticity in meat production

(16:15) How Force of Nature ensures quality and integrity

(18:45) Testing every batch for antibiotic residue

(21:15) Connecting consumers back to their food system

(24:30) Changing consumer perception about food pricing

(28:15) The commoditization of chicken and its problems

(31:45) Force of Nature's poultry program and higher standards

(35:15) The ancestral blend and incorporating organ meats

(37:30) Future roadmap

(40:00) Conclusion

Today, I'm joined by Pete Hull, founder and CEO of Fitstop.

With 165 locations across four countries, it hosts team-based workouts combining functional strength, metabolic conditioning, and social connection.

In this episode, we discuss the brand's approach to results-driven social fitness.

We also cover:

• Fostering genuine community

• Finding the right franchise partners

• Adapting the Aussie-born concept to the US

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

Website: https://fitstop.com/ FitStop IG: https://www.instagram.com/fitstopfitness/ Pete's IG: https://www.instagram.com/peterhull

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

(01:30) Fitstop background

(02:15) Social strength training

(04:00) From motocross athlete to fitness entrepreneur

(06:00) The Fitstop training methodology

(08:15) Creating genuine community in group fitness

(11:15) Making training accessible

(14:30) The social aspect of strength training

(17:45) Functional fitness for everyday life

(19:45) Expanding into the U.S. market

(22:30) Finding the right franchise partners

(24:15) Adapting the concept for the American market

(26:15) Technology and performance tracking

(28:30) Supporting members' wellbeing beyond workouts

(31:00) The Australian fitness boom

(32:30) Future roadmap

(35:00) Conclusion

Today, I'm joined by Tom Leverton, CEO of Purpose Brands.

The product of the recent merger between Self Esteem Brands (Anytime Fitness, Bar Method, Basecamp Fitness, and more) and Orangetheory Fitness, Purpose Brands is a health and wellness supergroup serving 6M+ members.

In this episode, we discuss integrating two fitness powerhouses to create a global ecosystem.

We also cover:

• Strategies for international franchise expansion • Using tech to enhance member experience and results • Balancing individual brand identities while building synergies

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

Anytime Fitness - https://www.anytimefitness.com/ Orangetheory Fitness - https://www.orangetheory.com/ Bar Method - https://barmethod.com/ Basecamp Fitness - https://www.basecampfitness.com/ Waxing the City - https://www.waxingthecity.com/ Stronger U - https://strongeru.com/

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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 (01:45) How Purpose Brands came together (02:45) Tom's background and interest in health & wellness (04:45) Managing the integration of two fitness companies (06:15) Finding synergies and testing new membership models (08:30) White space opportunities and international expansion (10:30) Evolving Orangetheory programming (13:15) Expanding modalities and potential acquisitions (14:30) Incorporating nutrition and holistic wellness services (16:30) Technology integration and fitness wearables (19:30) Creating a global fitness platform with purpose (21:30) The importance of founder-led culture (23:15) Tom's leadership approach and integration priorities (26:30) Future initiatives and growth priorities (28:45) Conclusion

Today, I'm joined by Ariana Thacker, founder and CEO of MoldCo.

Born from personal experience, the company is revolutionizing treatment for mold-related illness by combining specialized testing, personalized protocols, and ongoing R&D.

In this episode, we discuss building a healthcare platform for mold toxicity.

We also cover:

• Mold exposure's impact on 30–40M Americans • Making the "Shoemaker Protocol" treatment more accessible • Building a company that bridges care delivery with cutting-edge research

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: https://www.moldco.com/

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

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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 (01:40) Ariana's journey to MoldCo (03:20) Identifying mold exposure (04:40) The prevalence of mold issues in homes and buildings (06:00) Understanding mold toxicity symptoms and biomarkers (07:40) The broken healthcare journey for mold patients (10:20) Finding evidence-based solutions with the Shoemaker protocol (12:40) Market size and impact (14:40) From VC to founder (18:20) Raising capital for an unconventional healthcare startup (21:20) Growing mainstream awareness of environmental toxins (23:20) Pioneering the standard of care for mold toxicity (25:40) Using existing medications versus developing new treatments (29:40) Expanding beyond mold (32:00) Current operations and patient experience (35:00) Nationwide expansion plans (36:00) Making lab testing affordable and accessible (37:40) Conclusion

Today, I'm joined by Marina Pavlovic Rivas, co-founder and CEO of Eli Health.

Tracking hormones like heart rate, Eli Health enables consumers to measure real-time levels from home through its instant saliva-based test and mobile app. In this episode, we discuss democratizing lab-grade hormone testing.

We also cover:

• The future of personalized health

• Creating a consumer-friendly saliva testing device

• Building a partner ecosystem around real-time hormone data

Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider Website: https://eli.health/IG: https://www.instagram.com/myelihealth/ Roles: https://eli.health/pages/careers -

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 (04:00) R&D journey (06:00) Use cases for instant hormone testing (08:00) Consumer education around cortisol and hormones (10:40) Building on first principles (13:20) Balancing wellness and clinical science (15:40) Fueling a hormone data ecosystem (18:20) Business model (20:40) Future hormone markers (24:00) Scientific challenges of working with saliva (27:40) Funding an intensive R&D consumer product (30:20) Building with users from day one (33:40) The value of creating a hormone database (36:40) Conclusion