Fitt Insider

Today, I'm joined by Marco Suvilaakso, co-founder & co-CEO of Nucu.

Swapping wearables for "nearables," Nucu's low-touch ambient sleep monitoring platform gives guardians insight into kids' and teens' rest patterns.

In this episode, we discuss filling the market gap in pediatric sleep.

We also cover:

• Building family-focused healthtech
• Benefits of real-time hypnogram data
• Avoiding obsession over metrics

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

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

Nucu's Website: https://nucuhealth.com/

Nucu's Instagram: https://www.instagram.com/nucuhealth/

Nucu's LinkedIn: https://www.linkedin.com/company/nucu/

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The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem 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

(01:33) Marco background and Nucu overview

(05:15) Kids/teens market gap

(06:30) Customer feedback and shift

(09:54) Form factor redesign

(11:20) Sleep consciousness building

(15:03) Baseline and trend tracking

(16:00) Room conditions correlation

(18:31) Deep biometric insights

(20:00) Training schedule impact

(21:15) Lifespan data architecture

(24:15) Ecosystem partnerships

(26:30) Avoiding obsession over metrics

(29:50) Real-time hypnogram data

(33:40) Two target audiences

(36:00) Research collaborations

(37:07) Conclusion

July 17, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Eli Lilly acquires AtaiBeckley for up to $3.8B, the largest psychedelic medicine deal yet, gaining an intranasal DMT therapy in Phase 3 for depression
• Wonder closes $650M Series D at $9B valuation, building a vertically integrated food platform spanning restaurants, delivery, and AI personalization
• Hemispheric emerges from stealth with $52M and Descartes, a foundation AI model trained on EEG data to diagnose depression, PTSD, and Alzheimer's

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]

July 16, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Eli Lilly makes equity investment in Oura, deepening ties as 100,000+ members log GLP-1 use and wearables become the engagement layer between visits
• Neko Health closes $700M round ahead of US launch, betting vertically integrated scans can move healthcare upstream with 75% of members prepaying
• PwC report finds over half of consumers prioritize a longer healthy life and 80% use a wellness app, as health becomes embedded in daily routines

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]

July 15, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• AMA survey finds 86% of physicians review consumer wearable data, but only 6% say it's integrated into clinical workflows or health records
• Eternal winds down after failing to secure funding, a reminder that comprehensive preventative care is operationally complex and capital intensive
• Nirva raises $8M for an AI wearable necklace that listens continuously, shifting consumer health from biometrics toward emotional intelligence

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]

July 14, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• IM8 secures up to $1B in non-dilutive financing from General Catalyst after hitting $200M revenue, expecting $300M ARR by year end

• WHO projects annual cancer cases will climb from 21M to nearly 35M by 2050, driven by aging, obesity, and healthcare inequities

• Rock Health reports $10.5B raised across 273 digital health deals in H1 2026, the strongest pace since 2021 as capital concentrates

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]

Today, I'm joined by Stephen Ellsworth, founder of poppi.

Originally launched at farmers markets as "Mother Beverage," poppi rebranded in 2020 and scaled rapidly before being acquired by PepsiCo for nearly $2B.

In this episode, we discuss cultivating consumer obsession.

We also cover:

• How 2.5 years at farmers markets became the ultimate R&D
• Why the $50M revenue milestone matters
• Landing a deal on Shark Tank

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: www.drinkpoppi.com/

Stephen's Instagram: https://www.instagram.com/stephenellsworth_/

-

The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem 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

(01:49) Background and poppi origin story

(02:40) Mother Beverage to poppi journey

(04:50) Two-year R&D at farmers market

(06:20) Shark Tank and capital inflection

(08:12) Rebranding decision and strategy

(11:00) 2020 timing and category alignment

(12:40) Intuition-driven product development

(13:40) COVID acceleration

(14:45) $50M inflection point

(16:20) Founder preferences: zero to one vs. scaling

(17:50) Product obsession and team building

(18:40) 15–20% better formula

(20:00) poppi playbook and thinking differently

(21:50) Democratizing better-for-you foods

(25:30) PepsiCo acquisition concerns

(28:45) Large incumbents vs. innovation

(31:00) Post-acquisition emotions

(35:15) Preferment vs. retirement

(37:30) What's next

(39:15) Conclusion

July 10, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Bold adds Medicare-backed GLP-1 prescriptions to virtual weight management, pairing medication with strength training as CMS's new Bridge program cuts costs to $50/month
• UK startup Reformed raises $22M Series A after scaling to $70M revenue, embedding collagen and creatine into coffee and matcha to upgrade existing habits
• Whoop hires former Nike CMO DJ van Hameren to lead global marketing ahead of a potential IPO, broadening beyond athletes past three million subscribers

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]

July 9, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• The New Consumer survey finds younger demographics interested in peptides but wanting clinical guidance, as an FDA panel weighs expanded compounding this month
• MIT analyzes 28,000 US neighborhoods with AI, finding walkable, mixed-use design generates up to 4x greater health gains in underserved communities
• NYT physician argues the eight-hour sleep obsession has outpaced science, as trackers fuel "orthosomnia" and quality matters more than a universal target

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]

July 8, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Gallup survey finds 11% of US adults now take GLP-1s for weight loss, nearly quadruple 2024, as compounded versions gain share on cost
• American Time Use Survey shows only 30% of adults socialize daily as gyms and studios grow 60% over 15 years, filling the social gap
• Medtronic partners with Corsano Health to bring FDA-cleared multi-parameter wearable to hospitals, moving continuous monitoring into clinical care

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]

July 7, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Premier Lacrosse League closes $100M Series E, the largest raise in pro lacrosse history, planning independently owned franchises by 2028
• Gymshark founder Ben Francis in talks to buy back part of General Atlantic's stake, betting on founder-led control over institutional
• Nutrabolt explores IPO that could raise up to $1B as C4 Energy grows into a top-five energy drink

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]