Fitt Insider

Today, I'm joined by Brian Kirkbride, co-founder & co-CEO of FitLab.

An experienced founder, Fortune 500 exec, and investor, Brian oversees the company's 11-brand portfolio of studios, equipment, and experiences — including Assault Fitness, XPT, Ragnar, and McGregor FAST. Scaling up FitLab is pushing expansion.

In this episode, we discuss the company's integrated lifestyle platform. We also cover:

• Acquiring vs. building companies • Partnering with Nike to launch boutique studios • Uniting memberships and experiences across portfolio brands

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FitLab's Website: https://www.fitlab.com/

- 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 (00:40) The FitLab state of the union (02:04) FitLab's vision (11:53) Decision-making processes for acquiring, partnering, or building new brands (16:53) Progress towards achieving a fully integrated system (19:05) Fitness industry future and challenges (24:02) Consolidation, integration, scaling, and execution (27:36) Partnership with Nike (34:15) Nike's training and running studios (37:31) Nike's digital fitness initiatives (40:12) Wearable data and integration (43:52) Holistic health and preventative care (46:11) Future roadmap (48:47) Conclusion

Today, I'm joined by Amanda Rees, co-founder & CEO of Bold.

A fitness-based approach to healthy aging, Bold's personalized exercise programs help older adults build strength, ease pain, and prevent falls. Partnering with Medicare, the platform aims to replace musculoskeletal disability with lifelong vitality.

In this episode, we talk about tailoring fitness to an underserved demographic.

We also cover:

• Amanda's experience as a caregiver and fitness instructor • The importance of fall prevention for seniors • Bold's partnership with Medicare

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

Bold's Website: https://agebold.com/

- 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 (01:39) Bold founding story (07:55) The Bold platform (10:49) Instructor expertise and engagement (12:42) Technology and personalization (16:52) Simplifying fitness for older adults (20:49) Challenges with healthcare business models (23:04) Partnership with health plans (23:57) Balance training (26:03) Engagement strategies with health plans (27:40) Adapting to diverse populations (29:02) Movement as medicine (32:10) Shift towards healthspan and longevity (33:55) Future roadmap (35:48) Conclusion

Today, I'm joined by James McMaster, CEO of Huel.

Hacking meal prep, Huel wants to simplify healthy eating on the go. Catering to time-strapped consumers, the brand makes nutritionally complete instant meals, drinks, and powders.

In this episode, we discuss the company's mission to replace junk food, reduce waste, and make healthy options affordable.

We also cover:

• Creating a lifestyle brand rather than a product • Evolving from a single powdered shake to multiple SKUs • Huel's customer obsession and commitment to sustainability

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Huel's Website: https://huel.com/ Huel's IG: https://www.instagram.com/huel/

- 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 (01:46) Founding of Huel (03:20) Evolution of Huel's product range (05:07) Brand values (07:06) Differentiation strategy (09:17) Consumer motivations for using Huel (11:08) Inflection points in Huel's growth (14:00) Transition to omnichannel business (17:44) Customer acquisition and word of mouth (19:07) Organic marketing and brand loyalty (20:29) Safety testing and ingredient transparency (23:20) Creating a global brand (25:30) Competitive landscape (28:02) How to combat unhealthy lifestyle trends (31:06) Optimism in the health and wellness space (32:49) Future roadmap (33:29) Conclusion

Today, I'm joined by Jeff Byers, CEO of Momentous.

Raising the bar on quality, Momentous makes science-backed supplements for high-performers. Trusted by the US military and pro sports teams, its products are transparently sourced, third-party tested, and NSF-certified.

In this episode, we talk about fixing the flawed supplement industry. We also cover:

• Prioritizing product quality over variety • Rebuilding culture after an acquisition • Consolidation within the industry

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

Momentous' Website: https://www.livemomentous.com/ Momentous' YT: https://www.youtube.com/@live.momentous Momentous' LinkedIn: https://www.linkedin.com/company/livemomentous/ Jeff's LinkedIn: https://www.linkedin.com/in/jeff-byers-06726331/

- 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 (01:27) Jeff's background (03:17) Amp Human's journey and acquisition of Momentous (08:28) Challenges of merging two companies (12:38) Exploring acquisitions and financing challenges (15:45) Equity deal and investor alignment (19:24) Rebuilding company culture post-acquisition (23:15) Momentous' mission to democratize high performance (26:30) How to build successful partnerships (32:24) Aligning partnership incentives (37:31) Redefining the supplement space (38:55) Momentous' product portfolio strategy (41:52) Avoiding distractions by creating strategic partnerships (43:25) Providing quality and transparency in the supplement industry (46:00) Conclusion

Today, I'm joined by Dr. Daisy Robinton, co-founder & CEO of Oviva Therapeutics.

Daisy is a Harvard-trained molecular biologist on a mission to extend female healthspan. Targeting ovarian function as a lever for longevity, Oviva hopes to make menopause optional.

In this episode, we discuss how Oviva Therapeutics plans to deliver additional years of vibrant living to women. Plus, we talk about the intersection of biology and longevity.

We also cover: • The future of women's health • How lifestyle interventions impact aging • Oviva's process for developing novel therapeutics

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

Oviva Therapeutics Website: https://www.ovivatx.com/ Daisy's LinkedIn: https://www.linkedin.com/in/daisy-robinton-phd-97785b35/ Daisy's IG: https://www.instagram.com/daisy_robinton/?hl=en Daisy's Email: [email protected] Daisy Speaking at SXSW: https://www.shemedia.com/sxsw-2024/speakers Daisy Speaking at Live Long Summit: https://www.livelongsummit.com/

- 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 (01:31) Oviva Therapeutic background (03:35) Understanding ovarian aging (07:09) Oviva's scientific research (10:08) Challenges and opportunities in women's health (11:34) Operations of a biotech company (16:00) Oviva's long-term goals (19:35) The future of women's health and longevity (20:46) Preserving ovarian function (21:50) Therapeutic interventions and lifestyle changes for women's health (23:29) Timeline for the therapeutics to be released (26:01) Consumer education and regulatory changes (31:52) Efficacy and skepticism (35:24) Conclusion

Today, I'm joined by Phil Levin, Founder & CEO of LiveNearFriends.

After starting a coliving compound in Oakland, Phil saw the impact of community on well-being firsthand. Encouraging others to follow suit, he launched LiveNearFriends, a social real estate platform helping loved ones find homes near each other.

In this episode, we discuss designing neighborhoods for social wellness. Plus, we talk communes, country clubs, Blue Zones, and more.

We also cover:

• How living within walking distance of your favorite activities impacts wellness • Phil's insights from living at the Radish coliving community in Oakland • Transforming real estate to encourage community

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

LiveNearFriends Website: https://livenearfriends.com/ Phil's Twitter: https://twitter.com/levin_phil

- 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 (01:09) Phil's background (05:31) Creating intentional communities (07:14) The importance of community for well-being (09:49) Making intentional living practical (11:28) Live Near Friends platform (14:43) Live Near Friends business model (18:43) Economic case for intentional living (19:57) Real Estate Agent priorities (21:00) Wellness Real Estate and communes (24:16) Neighborhood communities vs. transients (26:40) Education component (28:33) Short term roadmap for Live Near Friends (29:34) Long term impact aspirations (33:06) Conclusion

Today, I'm joined by Will Bartholomew, founder and CEO of D1 Training.

Will developed the idea for an athletics-based training center after an ACL injury cut his NFL career short. Since 2001, D1 has grown from one Nashville location to 40+ facilities nationwide — helping aspiring college athletes, pros, and the general public reach their goals.

In this episode, we discuss Will's journey scaling a multi-million-dollar business. Plus, we talk trends in youth sports and boutique fitness.

We also cover:

• D1's approach to athletic training and fitness • Having Peyton Manning and Chris Paul as investors • Deciding to franchise after being privately run for 16 years

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

D1 Training's Website: https://www.d1training.com/ D1 Training's IG: https://www.instagram.com/d1sports D1 Training's FB: https://www.facebook.com/D1Sports/

D1 Training is actively seeking qualified, community-minded franchisees with a passion for the fitness industry to continue its growth through single and multi-unit franchise deals. For more information on D1 Training and franchise opportunities, please visit https://www.d1franchise.com/

- 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 (01:53) D1 Training's background and growth (04:03) Business model and coaching approach (05:49) Recruiting and training coaches (07:45) Scaling and franchising (10:09) Will deciding to follow his passion and go all in on D1 Training (14:20) Creating a team environment at D1 Training (16:26) Facility size and programming (19:12) Diversifying revenue streams (21:30) Peyton Manning and other professional athlete involvement (24:04) Corporate-owned locations vs franchising (25:03) Youth sports and getting kids active (28:15) Emphasis on strength and conditioning for athletes (31:40) Future roadmap and Will's focus (32:35) Conclusion

Today, I'm joined by Nick West, co-founder & CEO of Bandit.

Born in NYC, Bandit is an apparel brand founded for runners, by runners. The company's community vibes and state-of-the-art gear catapulted it to cultish success — but its physical products are just the beginning.

In this episode, we discuss Bandit's mission to evolve the sport of running. Plus, Nick shares the secrets to building a loyal following.

We also cover:

• What Nick and his co-founder brother learned from working in ecommerce • How Bandit leveraged pop-ups, run clubs, and content to build community • Bandit's vision for building a timeless brand with global reach

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

Bandit's Website: https://banditrunning.com/ Bandit's IG: https://www.instagram.com/banditrunning/

- 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 (00:40) Nick's background (01:54) Founding Bandit Running (07:08) Building a brand and community (12:30) Executing a community-first strategy (15:33) Expanding the community and global reach (20:10) Differentiating in a crowded market (24:39) Fundraising and creating a vision (28:53) Building a timeless brand (32:37) Product offerings and plans for the brand (36:52) Future roadmap (39:26) Conclusion

Today I'm joined by Jeff Zwiefel, executive director of Life Time MIORA.

Former president and COO of Life Time, Jeff now heads the brand's spinoff concept MIORA. Targeting the medical wellness market, MIORA longevity clinics pair personalized training and nutrition programs with medical and aesthetic treatments to help members reach their goals.

In this episode, we discuss Life Time's evolution from gym chain to athletic country club, and its plans to prescribe GLP-1s.

We also cover:

• How Life Time's events business works to compliment its gyms • The company's plans for expanding its longevity clinics • Where MIORA fits in Life Time's overall 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

MIORA: https://my.lifetime.life/clubs/mn/target-center-minneapolis/services/miora.html Life Time's Website: https://www.lifetime.life/ Life Time's IG: https://www.instagram.com/lifetime.life

- Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/

Chapters: (00:00) Introduction (00:44) Background on Jeff and Life Time (05:22) Life Time's value proposition (07:38) Life Time's in person events (10:46) Challenges with diversified offerings (14:37) MIORA longevity clinics (19:10) Integrated health services into gyms (21:12) Implementing longevity services properly and effectively (26:55) How Life Time is implementing GLP-1's (28:04) Prescribing medication with a multidisciplinary approach (29:43) Push into longevity services and healthcare (31:28) Bringing longevity programs to the masses (37:13) Keeping a complex business as simple as possible (39:29) Conclusion

Today I'm joined by Crunch Fitness CEO Jim Rowley.

Known for its inclusive atmosphere, the national gym chain offers a mix of classes, state-of-the-art equipment, personalized training programs, and digital experiences.

In this episode, we discuss the future of fitness franchises — including the role of group classes, wellness offerings, and recovery modalities. Plus, Jim shares why Crunch won't be dispensing GLP-1s. In this episode, you'll learn:

• Crunch's franchise-first strategy and roadmap • About Jim's leadership style and vision for the company • How gym offerings are evolving as more people seek wellness

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

Crunch Fitness Website: https://www.crunch.com Crunch Fitness IG: https://www.instagram.com/crunchgym Crunch Fitness FB: https://www.facebook.com/CRUNCH/ Crunch Fitness Franchisee Website: https://www.crunch.com/franchise

- Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/

Chapters: (00:00) Introduction (00:38) The state of Crunch Fitness (02:19) Brand, culture, and community (06:14) Gym floor layout and programming (10:33) Future gym formats and locations (13:30) Crunch's holistic approach to health (16:58) Jim's view on obesity drugs (19:33) The value of hard work and exercise (22:03) How Crunch+ fits into the overall business strategy (25:52) Growth and future roadmap (27:59) Conclusion