Fitt Insider

Today, I'm joined by Rachel Drori, founder of Daily Harvest, a plant-based frozen meal delivery service.

Valued at over $1B in 2022, Daily Harvest is reimagining frozen food. Partnering with Kroger, the company recently expanded into retail — launching its pre-prepped smoothie, soup, and healthy bowl kits to the masses.

In this episode, Rachel discusses preparing to step down as CEO. Plus, we talk entering grocery stores, weathering a recall, and trying to transform a broken food system.

In this episode, you'll learn:

• About Rachel's 10 year journey as founder • Daily Harvest's long-term mission and future plans • The pros and cons of starting D2C before going brick-and-mortar

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

Daily Harvest's Website: https://www.daily-harvest.com Daily Harvest's IG: https://www.instagram.com/dailyharvest Pasta Collection: https://www.daily-harvest.com/browse/pasta

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

Chapters: (00:00) Introduction (01:32) Rachel's background and Daily Harvest overview (05:44) Challenges in the food industry (11:03) Sustainability and making an impact (14:52) Food as medicine (18:26) Building a mission-driven business (22:41) Impact and future of the CPG industry (23:49) The importance of food system education (26:05) Expanding into the frozen food aisle (29:36) Challenges and opportunities in brick-and-mortar expansion (33:45) Handling a product recall and lessons learned (38:36) Mission-driven decision-making and values (39:31) Transitioning out of the CEO role (42:33) Future roadmap and company outlook (43:24) Conclusion

Today I'm joined by TRX founder Randy Hetrick & CEO Jack Daly.

In the 90s, former Navy SEAL Randy Hetrick developed portable suspension straps while on deployment before launching TRX in 2004, then led the business for 15 years before selling. In 2022, Randy teamed up with Jack Daly to buy the brand back out of bankruptcy, kicking off a new chapter for the company.

In this episode, we discuss TRX 2.0. We also cover new product development, acquisition opportunities, and TRX's digital platform.

In this episode, you'll learn:

• How the pair plans to reimagine the brand • TRX's current offerings and future vision for functional training • Why Jack and Randy believe people are the key to TRX's success

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

Episode 52 with Randy: https://www.youtube.com/watch?v=prqDd7vkRBI TRX's Website: https://www.trxtraining.com TRX's IG: https://www.instagram.com/trxtraining OutFit Training's Website: https://outfittraining.com

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

Chapters: (00:00) Introduction (01:10) State of TRX (09:08) Rebuilding TRX (13:27) Fixing the foundation of the business (17:24) Jack and Randy's acquisition of the company out of bankruptcy (22:04) Bringing in talented people (25:19) D2C strategy (28:54) The Ybell acquisition and product innovation (34:02) TRX's content and digital platform strategy (38:46) Industry trends and TRX's focus (40:53) Continuing to prioritize functional fitness (42:59) Long-term vision and roadmap (46:24) Randy's newest company OutFit (52:12) Conclusion

Happy new year!

To kick off 2024, we're changing things up a bit.

We have some incredible episodes lined up, but today – we're sharing a behind-the-scenes look at Fitt Insider and a preview of what's to come.

In this episode, we cover: • Fitt Insider's backstory and mission • Highlights from 2023, including sponsorships, press releases, and international growth • New offerings, including our recruiting firm and consulting business • Our plan to invest in more health and fitness startups

Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Newsletter & podcast sponsorship: https://insider.fitt.co/sponsorship/ Investments: https://capital.fitt.co/ WellToDo: https://welltodoglobal.com/

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

Today, I'm joined by Julie Cartwright, president of Pvolve, an innovative low-impact fitness program with in-studio and at-home offerings.

Founded in 2017 by Rachel Katzman, Pvolve leverages resistance-based functional movement training to help exercisers restore body alignment and health. Ditching the no pain, no gain mantra, the company is proving fitness doesn't have to hurt to be effective.

In this episode, we talk about the brand's signature equipment and workouts. Plus, we discuss key partnerships, retail opportunities, and franchise expansion plans.

In this episode, you'll learn:

• How actress Jennifer Aniston got involved with the company • Julie's advice for standing out in the competitive boutique franchise market • Pvolve's omnichannel strategy spanning digital content, equipment, and studios

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

Pvolve Website: https://www.pvolve.com/ Pvolve IG: https://www.instagram.com/pvolve/

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (01:19) Julie's background and role at Pvolve (05:20) Differentiating Pvolve from fitness trends (09:26) The evolution of Pvolve since 2017 (12:42) Getting awarded a grant to research functional fitness and chronic lower back pain (16:28) Competing in the boutique fitness space (19:53) Jennifer Aniston's involvement (22:51) Future growth strategy (23:48) Clinical study on longevity and aging youthfully (26:53) Julie's outlook on the future of boutique fitness (30:21) Pvolve's digital content strategy (34:44) Conclusion

Today I'm joined by Ed Buckley, CEO of FitOn Health, a wellness benefits platform for employers and health plans.

On a mission to bridge healthcare and fitness, Ed founded corporate wellness platform Peerfit in 2011 — connecting people with quality digital health content and in-person fitness classes. FitOn acquired Peerfit in 2022, launching FitOn Health and breaking into B2B.

In this episode, we discuss the company's approach to serving customers, employers, and health plans. Plus we cover the impact of weight loss drugs and a challenging fundraising market on the fitness industry.

In this episode, you'll learn:

• How the Peerfit acquisition played into FitOn's strategy • The benefits of vertically integrating with a well-resourced company • Why Medicare reimbursement guidelines impact wellness trends and funding

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

FitOn App: https://fitonapp.com/ FitOn Health Website: https://www.fitonhealth.com/ -

The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (01:22) Ed's role as CEO of FitOn Health (03:17) Decision to merge with FitOn (08:21) Benefits of merging with FitOn (10:08) B2B side has grown 100% in revenue in a year and a half (13:15) Metrics FitOn optimizes for on the digital side (16:08) FitOn's ability to produce customized content for health plans (17:11) Collaboration with celebrities like Gabrielle Union and Giada De Laurentiis (18:26) Constant innovation and execution as a selling point (19:51) Wide variety of content categories on the platform (22:59) Investment in condition management and nutrition services (24:25) Focus on healthcare and outcome-based reimbursement (27:09) Need to connect nutrition, exercise, and healthcare for incentives (29:02) Trend of GLP-1 weight loss drugs impacting healthcare reimbursements (30:15) Behavior change is the key for sustained health improvements (32:54) Market leaders in adjacent categories may merge (34:39) Funding in digital health has slowed down, leading to acquisitions (38:19) The impact of Medicare funding on the healthcare industry (38:40) Medicare's reduction in reimbursement levels (40:15) YMCA and Medicare example (45:40) Conclusion

Today, I'm joined by Garrett Marshall, president of digital fitness platform Xponential+. Part of Xponential Fitness, Xponential+ hosts streaming classes from the company's portfolio of boutique studio brands — including Rumble Boxing, Club Pilates, and Row House.

Reimagining at-home fitness, Xponential+ is also partnering with Meta to make VR workouts mainstream.

In this episode, we discuss the challenge of repackaging physical classes in digital form. Plus, we talk VR technology, navigating industry hype cycles, and why in-person workouts remain the gold standard.

In this episode, you'll learn:

• What to expect from the company's Meta partnership • How Xponential+ supports the Xponential Fitness universe • Why personalization beats quantity when it comes to content

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

Xponential+ Website: https://www.xponential.plus/ Garrett's LinkedIn: https://www.linkedin.com/in/garrettmarshall/ Garrett's Website: https://www.instagram.com/xponentialplus/

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (01:19) Background on Garrett and Xponential+ (08:23) Challenges and tradeoffs of the digital platform with their physical studio franchises (11:19) The role of in-person and digital fitness during and post COVID (14:36) Leveraging Xponential's brands and recreating the studio experience in the digital platform (18:02) The evolving landscape of digital fitness and the shift in competitive factors (22:34) The role of personalization in digital fitness (24:59) Challenges in getting people to work out at home and use the platform consistently (30:33) Partnership with Meta and the Future of VR Fitness (33:27) The role of AR and VR in the fitness industry (38:26) The potential of VR and AR technology in the mainstream (45:05) Will AR/VR replace in person fitness classes? (48:47) Conclusion

Today I'm joined by Sam Jactel, founder and CEO of Ayble Health, a digital GI care platform.

Sam's lifelong battle with inflammatory bowel disease fueled him to design better solutions for gut health sufferers. Frustrated by ineffective treatments, he founded Ayble Health — combining personalized AI-powered gut health plans with human coaches for guidance.

In this episode, Sam shares how his health journey led him to launch Ayble. Plus, we discuss the mind-gut axis and the future of patient-driven healthcare.

In this episode, you'll learn:

• An overview of GI issues and how they interfere with daily life • Ayble' Health's B2B2C approach to working with health clinics and employers • Patient sentiment around human coaches for support and accountability

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

Ayble Health's Website: https://www.ayblehealth.com/ Ayble Health's LinkedIn: https://www.linkedin.com/company/ayble-health/

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (03:08) Differentiating between gut health, digestive health, and gastroenterology (06:15) Ayble Health origin story (10:53) The elimination diet process (12:13) Providing access to care and tools for managing conditions (14:41) Democratizing access to good science (22:21) The Mayo Clinic partnership (25:35) Utilizing machine learning for personalized GI care plans (32:04) Future roadmap (35:37) Conclusion

Today, I'm joined by Andrew Sugerman, CEO of Centr, a global fitness brand pairing personalized digital content with state-of-the-art gym equipment.

Founded by Chris Hemsworth, Centr's omnichannel ecosystem offers custom workouts, meal plans, mindfulness programs, and more. Leveraging his experience leading content and partnerships at Disney, Andrew has scaled the brand to new heights, inking deals with big box retailers like Hyrox and Walmart.

In this episode, we break down the company's integrated digital and physical strategy. Plus we talk working with Chris Hemsworth and expanding into IRL experiences.

In this episode, you'll learn:

• Merging Centr and Inspire Fitness • Why Centr is partnering with Hyrox and Walmart • Chris Hemsworth's role in strategy development and day to day • Andrew's thoughts on the potential of mixed reality in health and 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

Centr's Website: https://centr.com/ Centr's IG: https://www.instagram.com/CentrFit/ Chris Hemsworth's IG: https://www.instagram.com/p/Cxblo28LBRw/ Find Centr fitness equipment at your local Walmart and other retailers!

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (01:39) Andrew's background (03:23) Integration of digital content with physical equipment (05:05) Centr and Inspire Fitness joining forces (08:46) New partnerships with Hyrox and Walmart (12:56) Expanding retail reach (15:12) Chris Hemsworth's involvement in the business (21:57) 4 M's of content that Centr focuses on (23:26) Deepening personalized content (27:19) Opportunities for Mixed Reality (33:06) The partnership with Hyrox and comparison to CrossFit (35:02) Making holistic health accessible for all and growth opportunities (37:06) Physical events and community engagement (38:29) Conclusion

Today, I'm joined by Tom Dowd, CEO of F45 Training, a studio franchise built on high-intensity functional group workouts.

Founded in 2012, F45's early success skyrocketed it to 2200+ franchises and a 2021 IPO, before financial troubles hit. Now, investor Tom Dowd has stepped in as CEO, leveraging experience as an executive at GNC and Performance Inspired Nutrition to steer the course.

In this episode, we discuss how the company's recent challenges — including layoffs, a leadership shakeup, and financial struggles — led to Tom assuming the CEO role. Plus, he shares his back-to-basics approach to turning the business around.

In this episode, you'll learn:

• Why F45 faced financial struggles the past few years • Tom's leadership philosophy and plans to push F45 to new heights • About Mark Wahlberg's involvement as investor and Chief Branding Officer

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

F45 Training Website: https://f45training.com/ F45 Training IG: https://www.instagram.com/f45_training/ Tom's IG: https://www.instagram.com/bigdealdowd/ Mark Wahlberg's IG: https://www.instagram.com/markwahlberg/

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (01:52) Investing in F45 with Mark Wahlberg (03:52) Taking over the CEO role (07:19) F45's financial and strategic challenges when Tom took over (11:43) Tom's operating and growth philosophy (14:56) Balancing internal strategy and wall street metrics (19:49) Executing the basics and getting buy-in from employees and franchisees (21:28) The importance of brand recognition (23:06) The success of their pilates concepts (26:46) Expansion of trending concepts (31:16) Potential additional revenue streams and partnerships (33:38) Considering going from a public company back to private (35:29) Future plans and growth (37:00) Conclusion

Today, I'm joined by Jonathan Neman, co-founder and CEO of Sweetgreen, a fast casual chain serving fresh meals with transparently-sourced ingredients.

Studying abroad in Australia, Jonathan noticed the country had managed to make healthy eating cool. So in 2007, he set on a mission to recreate that sentiment overseas — launching Sweetgreen to make salad mainstream. Sixteen years later, the restaurant has 220 locations and a recently expanded menu featuring protein-rich plates.

In this episode, we break down the strategy behind Sweetgreen's reinvention of fast food. Plus, we discuss how food systems, government policy, and healthcare complicate what we eat.

In this episode, you'll learn:

• How Sweetgreen leveraged branding and marketing to stand out • The role of automation and technology in Sweetgreen's daily operations • Jonathan's views on health and making fresh, local meals more accessible

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

Sweetgreen Website: https://www.sweetgreen.com/ Sweetgreen IG: https://www.instagram.com/sweetgreen/ Jonathan's Twitter/X: https://twitter.com/JonnyNemo

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (01:21) The state of Sweetgreen (04:37) Founding story (08:24) The challenges of building Sweetgreen (11:13) The significance of quality and transparency in sourcing (13:28) Maintaining quality at scale (15:22) Using technology and automation to improve efficiency and maintain food ethos (22:17) The brand's cultural relevance (27:16) The challenge of pricing and accessibility (29:44) Future roadmap (33:44) Jonathan's four stages of designing a successful food business (35:53) The true cost of food and potential lobbying (38:56) Expanding Sweetgreen's menu with Protein Plates (40:02) Conclusion