Fitt Insider

Today, I'm joined by Mélanie Masarin, founder & CEO of Ghia, makers of a nonalcoholic apéritif.

Ghia creates an elegant and inclusive drinking experience, redefining alcohol culture with its balanced and flavorful concoction. The spirits-free apéritif crafted with natural botanicals, fruits, and herbs offers a sophisticated alternative to the traditional cocktail.

In this episode, we discuss the rise of alcohol alternatives, and Mélanie explains what sets Ghia's apéritif apart from other alcohol-free options.

In this episode, you'll learn:

• How Mélanie's transitioned her career from Dig Inn and Glossier to founding Ghia • What creating a small group of brand advocates means for a growth strategy • How Ghia's target audience was different than originally anticipated

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Ghia's Website: drinkghia.com Use code Melanie15 for 15% off

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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 JackTaylorPR.com/Fitt

Chapters: (00:00) Introduction (01:30) Mélanie's background (02:46) About Ghia, a non-alcoholic apéritif (05:12) Inventing a new category of drink (09:23) Journey to creating Ghia (12:20) Impact on the brand from growing traction of alcohol alternatives (15:25) Educating people about the product (try it three times!) (20:12) Branding and messaging of Ghia (24:52) Setbacks while starting (28:03) Delayed launch during COVID (29:44) Initial marketing and distribution phase (32:55) Current state of Ghia (34:55) Experience as CEO (37:13) Future roadmap (37:57) Conclusion

Today, I'm joined by Kari Saitowitz, chief marketing & creative officer of New York Sports Club and founder of Fhitting Room.

After founding and operating NYC-based boutique HIIT and functional fitness studio Fhitting Room, Kari joined New York Sports Club upon its acquisition of her brand in late 2022. Now, she's merging Fhitting Room's programming while working to redefine the health club experience.

In this episode, we discuss the evolution of boutique fitness, Kari explains the club-in-club concept that led to Fhitting Room's acquisition, and we talk about how demand for strength training and functional workouts is reshaping gyms.

In this episode, you'll learn:

• About Kari's 10-year journey at the helm of Fhitting Room • How boutique fitness has evolved over the past decade • How health clubs and boutique studios can work together

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

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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 JackTaylorPR.com/Fitt

Chapters: (00:00) Introduction (01:29) Kari's Background (02:41) Observing consumer behavior (03:16) Fhitting Room's origin story (08:39) Growth strategy (15:02) Fhitting Room's @ strategy (17:44) Creating a financially sustainable business (23:37) Journey to getting acquired by New York Sports Club (33:34) Reasons for the acquisition (35:29) What to expect post-acquisition and Kari's new role (41:48) NYSC's main objectives (42:51) Conclusion

Today, I'm joined by Dr. Andrew Brandeis, co-founder & CEO of OK Capsule, a private-label supplement manufacturer and distributor for DTC wellness brands.

Meticulously formulated and scientifically backed, Dr. Brandeis and team have developed 70+ supplements that prioritize quality, transparency, and efficacy, providing companies and their clientele with a custom wellness solution through daily vitamin packs.

In this episode, we discuss OK Capsule's B2B platform for performance nutrition and how technology can disrupt the traditional supplement industry. We also talk about how wellness brands can use personalization, convenience, and design to stand out.

In this episode, you'll learn:

• How Andrew's B2B approach plays to his strengths • How OK Capsule's tech streamlines manufacturing, packaging, and distribution • Andrew's perspective on AI and how it will affect the future of medicine

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

OK Capsule Website: okcapsule.com Andrew's Email: [email protected]

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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 JackTaylorPR.com/Fitt

Chapters:

(00:00) Introduction

(01:31) Andrew's background

(01:57) The power of supplements

(02:57) Challenges in the supplement industry

(05:20) Current state of the industry

(07:49) Personalized supplement experience

(09:16) OK Capsule's business and strategy

(12:17) Future of personalization in the supplement market

(13:16) Scaling personalization

(16:44) Supplement industry misconceptions

(17:35) Compliance and regulation

(18:54) Importance of customer experience

(21:45) OK Capsule vs. other supplement companies

(24:28) Future roadmap

(26:15) Growth strategies

(27:26) Integrating AI

(31:48) Brand loyalty is losing to convenience

(32:34) Online sales process for supplements

(35:11) Potential opportunities and product expansion

(40:37) Conclusion

Today, I'm joined by Andrew Lacy, founder & CEO of Prenuvo, a preventative healthcare company utilizing comprehensive whole-body MRI scans.

Prenuvo offers advanced medical imaging services that provide personalized insights into an individual's health, enabling early detection and prevention of major diseases. Shifting the paradigm with proactive screening, the company's clinicians can identify and advise on over 500 common and rare conditions.

In this episode, we discuss the tech-enabled future of preventative care and how Prenuvo differs from other MRI services.

In this episode, you'll learn:

• How Prenuvo works and what its team of doctors look for • Andrew's plan to make preventative MRIs financially feasible for all • AI's potential impact on radiology and medicine

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

Prenuvo Website: www.prenuvo.com

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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 JackTaylorPR.com/Fitt

Chapters: (00:00) Introduction (01:28) Andrew's background (03:05) Andrew's journey to founding Prenuvo (05:52) Prenuvo Customer experience (08:46) MRI scans pricing (10:18) How often should people get a scan? (13:02) Offering follow up education on a diagnosis (13:58) Detecting and preventing major diseases (16:27) Problems with reactive care (19:07) Prenuvo's technology (21:35) Screening healthy people (24:07) Future of preventive healthcare (26:44) Demand for scans after COVID (28:48) Future expansion and growth plans (31:48) Integrating AI with image analysis and radiology (35:18) Conclusion

Today, I'm joined by Samantha Diamond, co-founder & CEO of Bird&Be, an at-home fertility care platform.

After suffering from prenatal and fertility issues themselves, Sam and her co-founders rallied to create an easier way for people to optimize their outcomes. Combining conventional and naturopathic medicine, Bird&Be's at-home diagnostics and personalized supplements serve women through every stage on the journey.

In this episode, Sam shares how her own fertility journey led to creating bespoke at-home kits. Plus, she explains how Bird&Be is partnering with medical professionals to develop and distribute their products.

In this episode, you'll learn:

• Sam's vision for the future of fertility care • The flaws of fertility education and how to fix them • How Bird&Be's testing process and precision supplementation improves fertility

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

Bird&Be Website: https://birdandbe.com/ Bird&Be IG: https://www.instagram.com/birdbeco/ Bird&Be TikTok: https://www.tiktok.com/@birdandbe -

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 JackTaylorPR.com/Fitt

Chapters: (00:00) Introduction (01:25) About Bird&Be (02:50) Sam's journey to founding Bird&Be (07:41) Improving fertility and prenatal education (11:12) Bird&Be's at home fertility care (13:15) Future product offerings (17:05) Partnering with doctors (23:22) Marketing strategies (29:18) Future roadmap (31:48) Fundraising (34:27) Conclusion

Today, I'm joined by Dave Long, co-founder & CEO of Orangetheory Fitness, a HIIT-based boutique studio franchise.

Founded in 2010, Orangetheory's science-backed, heart rate-based workouts aim to deliver maximum results in a short amount of time, splitting exercisers between treadmills, rowers, and strength equipment. Growing its international community, OTF has opened over 1.5K studios in 25+ countries.

In this episode, we discuss the company's tech-driven approach to interval training, Dave talks about getting back into growth mode post pandemic, and we explore the potential for healthcare-prescribed group fitness.

In this episode, you'll learn:

• How Dave and team build product and community by taking classes themselves • Why new class concepts are part of the brand's strategy • How Orangetheory is laying the framework for movement as medicine

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

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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 JackTaylorPR.com/Fitt

Chapters: (00:00) Introduction (01:37) Orangetheory's current state (03:25) Orangetheory's franchises (06:40) Post-pandemic experience and growth strategy (10:07) Building product and community by taking classes (12:32) Marketing strategies (17:14) Hybrid fitness sentiment (21:06) Creating and executing new class concepts (27:50) Personalizing members experience to reach their goals (30:31) Future growth plans (33:09) Conclusion

Today, I'm joined by Christian Toetzke, founder & CEO of HYROX, a global fitness racing competition.

Christian, a former professional athlete and entrepreneur, created HYROX with the goal of making fitness more accessible and engaging for people of all fitness levels. The company hosts mass-participation events, putting competitors on the clock for a series of functional exercises, while licensing training programs to gyms across the world.

In this episode, we discuss the rise of fitness racing, and Christian breaks down why the company's challenge is both inclusive and effective.

In this episode, you'll learn:

• How HYROX is more approachable than CrossFit • Christian's plan to partner with gyms to complement its rapidly growing events business • What it takes to be the "marathon of fitness racing"

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

HYROX Website: https://hyrox.com/

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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 JackTaylorPR.com

Chapters: (00:00) Introduction (01:21) HYROX background (03:02) Christian's journey to founding HYROX (11:02) The HYROX philosophy and race format (17:14) HYROX vs. CrossFit (25:02) Revenue streams and growth strategy (33:47) Partnering with gyms (42:21) HYROX's vision and roadmap (47:25) Future partnerships to look out for (50:42) Conclusion

Today, I'm joined by Rachel Soper Sanders, co-founder & CEO of Rootine, a personalized nutrition and diagnostics platform.

Founded in 2018, Rootine's unique approach to health and wellness combines DNA testing with a genomic algorithm to create customized vitamin subscriptions tailored to each member's specific needs, be it performance, stress-reduction, or everyday health.

In this episode, Rachel details the shortcomings of the unregulated supplement industry and how to remove barriers between wellness, nutrition, and healthcare.

In this episode, you'll learn:

• How Rachel's poor experience with healthcare led her to start Rootine • Why proof of impact is key to reshaping a broken system • How the one-size-fits-all supplement industry is making people sicker

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

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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 JackTaylorPR.com

Chapters:

(00:00) Introduction (01:21) Rachel's background (04:58) About Rootine (06:54) Rachel's journey to founding Rootine (10:30) Building products around customer data (13:38) Being a Rootine member (16:45) Future of personalized nutrition & supplementation (19:05) Growth strategies (21:33) Quality of personalized supplements (24:02) Rachel's opinion on one size fits all supplementation (27:44) Integrating wellness into healthcare (32:28) Healthcare industry and retail (34:40) Future roadmap (35:47) Conclusion

Today, I'm joined by Michael Easter, best-selling author, professor, and advocate for rewilding the modern lifestyle to achieve optimal health.

Acclaimed author of The Comfort Crisis, Easter's work focuses on how humans can integrate modern science and evolutionary wisdom for improved health, meaning, and performance in life and at work.

In this episode, we talk about the value of doing hard things and the pitfalls of obsessing over health wearables and wellness routines. He also explains his "2 Percent" philosophy for living a healthier and happier life.

In this episode, you'll learn:

• Michael's career journey that led him to writing The Comfort Crisis • How short-term discomfort can lead to long-term growth • Why wearable data and routines can be a negative thing

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

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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 JackTaylorPR.com

Chapters: (00:00) Introduction (01:53) Michael's background (03:31) Origin of The Comfort Crisis (07:41) Michael's trip to the arctic (12:17) Incorporating discomfort into daily life (14:10) The benefits of carrying weight (18:27) Michael's "2 Percent" philosophy (23:28) The pros and cons of health wearables (26:51) Are morning routines beneficial? (30:48) Using your most productive time for your main goal (33:15) Showing up and doing the work (36:15) Michael's take on AI (39:37) Rights of passage (40:53) Modern resilience and mental health (42:32) Conclusion

Today, I'm joined by Niki Leondakis, CEO of CorePower Yoga, a national chain of athletic-style yoga studios.

With 220 studios in the US, as well as an on-demand digital platform, CorePower Yoga is the largest privately held yoga chain in the country. Operating at the convergence of physicality and spirituality, the brand's modern approach resonates with its memberbase and extends to its certified teacher training.

In this episode, we talk about Niki's foot in both the hospitality and boutique fitness worlds, and she shares the company's post-pandemic growth strategy. Plus, we talk about why community is a critical component of successful fitness brands.

In this episode, you'll learn:

• What Niki learned from previous experiences in hospitality and as CEO of Equinox • CorePower's growth strategy for digital and physical markets • Why Niki believes in-person classes will never be fully replaced by digital experiences

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

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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 JackTaylorPR.com

Chapters:

(00:00) Introduction

(01:38) Niki's background and joining CorePower Yoga

(04:13) Integrating hospitality with boutique fitness

(09:42) CorePower's origin story and mission

(13:10) Hybrid business model

(21:57) In-studio experience vs digital experience

(27:47) Future growth plans

(30:08) CorePower Yoga's instructor training

(34:19) Future roadmap

(38:20) Conclusion