Fitt Insider

Today, I'm joined by Brandon Marshall, founder & CEO of House of Athlete, a lifestyle wellness brand training athletes of all levels for peak mental and physical performance.

After a 13-year NFL career, Brandon Marshall founded House of Athlete to empower athletes and fitness enthusiasts to reach their full potential through holistic training, nutrition, and recovery programs at its facilities and on its digital platform HOA+.

In this episode, we discuss Brandon's transition from football to the fitness industry and how mental health and community are key pillars to performance.

In this episode, you'll learn:

• Brandon's journey from NFL player to founding House of Athlete • House of Athlete's approach to achieving peak mental and physical fitness • The highs and lows of being a founder in a highly competitive 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/

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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

(02:07) About House of Athlete and building a brand

(05:08) Journey to founding House of Athlete

(11:51) Cultivating peak physical and mental fitness

(16:40) Finding committed training clients

(21:11) Brandon's day to day involvement at HOA

(25:54) Building a program off of Brandon's NFL training regimen

(29:22) Future roadmap

(33:04) Building community into the brand

(36:55) HOA's growth plans and economic standing

(39:30) Call to action

(40:15) Being vulnerable during the entrepreneurial journey

(42:12) Conclusion

Today, I'm joined by Julie Rice and Elizabeth Cutler, co-founders of Peoplehood, a "relational fitness" studio.

After founding and exiting SoulCycle, its co-founders Julie and Elizabeth sought to create an experience for people to step back from their busy lives to reflect, listen to others, and talk about their feelings. Launched in 2023, Peoplehood aims to strengthen relationships and build community through in-person and virtual "gathering" rooted in group therapy and emotional support from peers.

In this episode, we talk about the early days of SoulCycle, the power of community, and Peoplehood's approach to emotional wellness.

In this episode, you'll learn:

• The path to Julie and Elizabeth's second act • How community and good relationships are linked to increased healthspan • Peoplehood's unique approach to active listening and sharing within a 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/

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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 (02:02) About Peoplehood (05:21) Boutique fitness and founding SoulCycle (10:58) Journey to founding Peoplehood (16:18) Building community into the brand (21:43) Peoplehood's emphasis on mental and relational health (27:55) Future growth plans (31:07) Physical and digital expansion (32:48) What it's like to be a 2nd time founder (40:51) Current state of fitness (44:36) Conclusion

Today, I'm joined by Calley Means, co-founder of TrueMed, a payment solution helping consumers spend pre-tax HSA/FSA dollars on a healthy lifestyle.

TrueMed is striving to align economic incentives and healthy living. By helping consumers utilize funds from their HSAs/FSAs accounts, Calley and team are making it easier and more affordable for them to buy healthy food, supplements, fitness equipment, and wellness products with their money, before taxes.

In this episode, we discuss how healthy habits act as medicine and how Big Food and Big Pharma have compromised our healthcare system.

In this episode, you'll learn:

• How Calley's sister's experience as a surgeon inspired him to start TrueMed • Calley's top-down and bottoms-up approach to change • TrueMed's roadmap for preventative healthcare

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 (01:35) Calley's background and founding TruMed (07:24) Incentive alignment in our society (15:45) How HSAs and FSAs work (19:53) TrueMed's business philosophy (22:52) History of big pharma and the healthcare industry (29:13) Present state of our medical system (36:07) Digital health companies (41:19) Future roadmap (44:24) Conclusion

Today, I'm joined by Isabelle Kenyon, founder & CEO of Calibrate, a weight loss platform complementing lifestyle coaching with prescription medication.

Calibrate helps people achieve sustainable weight loss and metabolic health through personalized clinical and lifestyle interventions. Founded in 2020, the company's evidence-based programming, expert coaching, and FDA-approved GLP-1 medication has positioned it as a leader in taking on the obesity epidemic.

In this episode, we discuss the company's metabolic reset program, explore the rapid growth of prescription weight loss drugs, and cover the ongoing debate over how best to treat obesity.

In this episode, you'll learn:

• Why Calibrate believes weight loss is about biology, not willpower • The company's methodology for prescribing GLP-1 medication • Isabelle and Joe's perspectives on healthy weight loss and prescription medication

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 (01:15) About Calibrate (02:39) Enterprise vs. DTC business model (03:39) GLP-1 potential TAM (05:10) What differentiates Calibrate? (08:29) Finding the ideal long-term care model for patients (12:59) Is obesity about willpower or biology? (19:01) Metabolic health and food (23:07) GLP-1's that are covered by insurance (26:20) If the product works, the business works (29:35) Scaling Calibrate (30:54) Systemic obesogenic environment (35:13) Future roadmap (37:44) Conclusion

Today, I'm joined by Melissa Eamer, founder & CEO of Modern Age, an aging wellness clinic based in NYC.

Melissa founded Modern Age after bearing witness to her mother's physical and mental well-being deteriorate rapidly years prior. A digital-first care provider, the company leverages an internal medical team, evidence-backed treatments, and both virtual and in-person clinics to help patients increase their healthspans and quality of life.

In this episode, we talk about the company's hybrid approach to aging well, using personalized biomarkers to determine holistic treatments, and the role of longevity science in public health.

In this episode, you'll learn:

• How Melissa's roles with Glossier and Amazon prepared her for Modern Age • How subjective health is essential to overall well-being • Modern Age's offerings and how they optimize patients' mental and physical 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/

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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 (01:18) About Modern Age (02:15) Modern Age's approach on aging (04:20) Hybrid clinics (05:13) Modern Age's offerings (08:40) Paying cash vs. through insurance (09:39) Process for deciding what services to offer (12:04) Wellness vs healthcare (15:15) Future expansion plans (17:12) Melissa's experience at Amazon (21:42) Melissa's journey to starting Modern Age (24:22) Fundraising (26:07) Choosing the right investors and board (27:05) Modern Age Team (29:08) Growth strategies (33:03) Melissa's opinion on Bryan Johnson's Blueprint methodology (35:53) Future roadmap (37:29) Conclusion

Today, I'm joined by Zachariah "Z" Reitano, co-founder & CEO of Ro, a DTC healthcare company offering telehealth for primary care, mental health, sexual health and more.

After becoming frustrated in traditional healthcare during a personal struggle with ED, Z co-founded Roman to create more accessible and affordable men's health treatments. Rebranding to Ro, the company extended its telemedicine model to treat issues in women's health, smoking cessation, and weight loss.

In this episode, we discuss the company's direct-to-patient digital health platform and Z shares his vision for reimagining the broken healthcare system. Plus, we talk about Ro's newly launched Body Program for treating obesity.

In this episode, you'll learn:

• How Ro fulfills its mission to make healthcare accessible to all • Z's views on obesity and helping people lose weight with GLP-1 agonists • Ro's future roadmap to improving more patients' lives

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 (01:36) Ro Background (02:22) Identifying ways to help patients (04:13) Ro's origin story (09:22) Fixing the broken healthcare system (13:50) Consolidation of digital health (20:12) Ro's GLP-1 Body Program (25:29) Obesity conversation (29:02) Treating the root cause vs. prescription medication (43:01) Future roadmap (44:29) Conclusion

Today, I'm joined by Will Ahmed, founder & CEO of WHOOP, a performance-focused wearables maker.

Founded in 2012, WHOOP's screenless wearable technology and data platform rose to prominence for its real-time analysis of recovery, sleep, and overall performance. Through partner integrations and advances in sensor technology, the brand continues to decode optimal health for its users.

In this episode, Will returns to the podcast for the first time since 2019, sharing the company's evolution from activity tracking to health monitoring, WHOOP's role in the future of healthcare, and upcoming product development.

In this episode, you'll learn:

• How WHOOP listens to its users in creating new features • How WHOOP is doubling down on existing members through economic uncertainty • Will's vision for improving healthcare through wearables

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

Chapters: (00:00) Introduction (02:16) WHOOP's current state (07:20) Challenges over the past few years (10:24) WHOOP's research (14:39) Building features around customer data (17:35) Predictive preventive recommendations (20:01) Wearable technologies (24:10) Education component of wearables (26:31) Performance marketing and growth channels (29:38) Preventing customer churn (31:37) WHOOP's product customization (33:53) Future growth plans (36:38) WHOOP Unite and giving data access to others (38:46) Differentiating WHOOP from other wearables (40:38) Conclusion

Today, I'm joined by Shane Heath, founder and CEO of MUD\WTR, a mushroom-based coffee alternative.

After experiencing the ups and downs of coffee, Shane created MUD\WTR in 2018 as a healthy coffee alternative to give people the feeling of alertness without the anxiety and jitters. Through habit creation and a variety of health-focused products, MUD\WTR strives to create balance in body and mind.

In this episode, we discuss the rise of functional beverages and shroom boom, and Shane shares the importance of ritual, authenticity, and frame-breaking experiences.

In this episode, you'll learn:

• How Shane's mental health journey led him to a coffee alternative • How MUD\WTR instills company-wide values through authenticity • Why Shane treats his team like elite athletes

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

Chapters:

(00:00) Introduction (01:15) Shane & MUD\WTR's background (05:58) Creating and selling the initial MUD\WTR blend (08:34) Finding PMF (11:09) Building intuition (12:24) Mental health zeitgeist (14:05) Building a company with purpose (17:31) "F*ck your coffee" origin story (21:09) MUD\WTR growth strategies (26:25) Creating an authentic brand and company culture (30:37) Balancing mental health and ambition (34:53) Future roadmap (37:20) MUD\WTR cafe concept (38:13) Conclusion

Today, I'm joined by Daniel Tal Mor, CEO of Lumen, makers of a breathalyzer device used to monitor and improve users' metabolic health.

Aspiring to help people achieve better health through data, Lumen's breathalyzer and connected app democratize the "gold-standard" in metabolic measurement typically reserved for elite athletes.

In this episode, we discuss the company's breathalyzer for hacking metabolism, Lumen's recent $62M funding round, and the concept of metabolic flexibility.

In this episode, you'll learn:

• Metabolism's role in weight, energy, and performance management • Lumen's product roadmap after closing its Series B • Daniel's vision for the future of personalized nutrition and well-being

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

Chapters: (00:00) Introduction (01:05) Daniel's background and about Lumen (02:36) Lumen's breathalyzer (04:05) Measuring metabolism by analyzing breath (07:50) Lumen's product journey (11:17) Selling products and subscriptions (14:31) Subscription business model (17:08) Impact of economic recession in wellness (22:11) Lumen's technology (29:40) Metabolic flexibility (32:06) Lumen's innovation (37:35) Conclusion

Today, I'm joined by Jonathan Shooshani, co-founder & president of JOON, a corporate wellness benefits platform.

Founded in 2019, JOON's employee-facing platform alleviates administrative challenges while unlocking the freedom of choice for wellness-seeking employees. Beyond traditional benefits, it covers spending for fitness, food, mental health, family care, and education, leading to a healthier and happier workforce.

In this episode, we discuss the company's flexible wellness benefits platform and using technology to reimburse employees for health-related expenses. Plus, Jonathan shares his vision for a Spotify-like recommendation engine for personalized well-being.

In this episode, you'll learn:

• Jonathan's personal journey to starting and scaling JOON • How JOON's technology simplifies health & wellness spending for employees • How to reduce friction in user experience

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

Chapters:

(00:00) Introduction

(01:22) Jonathan's background and starting JOON

(03:51) JOON's background

(05:01) Marketing the platform

(07:49) Engaging partners in the platform

(10:52) Wellness benefit programs

(12:52) Categorizing brands and products

(14:57) Getting employees to utilize wellness benefits

(20:25) JOON's technology

(22:19) Future growth plans

(24:12) Personalizing wellness benefits and offers

(30:07) Trends in wellness industry

(32:49) Future roadmap

(36:31) Conclusion