Fitt Insider

January 13, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Strava prepares to go public with Goldman Sachs leading the process, as it evolves from social fitness app to Athlete OS

• OpenAI and Anthropic announced new healthcare and consumer health-focused features as AI shifts from answering questions to transforming care

• Target announces 30% expansion of its wellness division, positioning itself as discovery and distribution engine for supplements, protein, and better-for-you food

• Good Culture lands majority investment from L Catterton at a $500M+ valuation, riding the protein boom and rebranding cottage cheese

More from Fitt:

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

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

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Reach out → [email protected]

Today, I'm joined by Sunita Mohanty, co-founder & CEO of Vibrant Practice.

Fixing healthcare's foundational flaws, Vibrant Practice is building the AI-native electronic health record for preventative longevity practices — with tools built for personalized, data-driven care.

In this episode, we discuss building the operating system for modern medicine.

We also cover:

• What human-in-the-loop healthcare looks like

• Why current EHRs fail forward-thinking clinicians

• Moving from insurance-based to consumer-centered models

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

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

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

Vibrant's Website: www.vibrantpractice.com

Contact Sunita: [email protected]

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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

(01:37) Sunita's background

(02:23) Functional medicine journey

(03:30) The inevitability of personalized medicine

(04:00) Why providers need better tools

(05:00) Current state of EHR

(06:30) What makes Vibrant Practice different

(08:15) AI-native EHR built for data-driven care

(10:30) Integrations for the future

(12:45) Serving functional medicine and longevity clinics

(15:00) Consumer vs. insurance-based models

(17:30) Visualizing patient data over time

(19:45) Human-in-the-loop healthcare

(22:00) Beta launch

(24:15) The "Stripe Atlas" model for new practices

(26:30) 2026 roadmap

(27:45) Community and ecosystem building

(29:00) Technology with intention

(30:45) Where to learn more

(31:21) Conclusion

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

Today's top stories:

• FDA says non-medical health data from consumer wearables won't face oversight as long as products don't claim clinical use, giving fitness and recovery brands more freedom to ship

• F45 Training partners with Joi + Blokes for official diagnostics and personalized supplements, integrating lab testing and hormone data to extend its role beyond workouts

• McKinsey and Business of Fashion research shows consumers prioritizing belonging over hype, with community moving from marketing tactic to distribution layer as wellness becomes brand infrastructure

• Utah launches AI pilot allowing artificial intelligence to renew routine prescriptions without physician involvement, moving AI from support to execution in healthcare

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]

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

Today's top stories:

• Trump administration releases new dietary guidelines backed by HHS Secretary RFK Jr., recommending avoidance of ultra-processed foods and added sugars while endorsing red meat and full-fat dairy

• Eli Health unveils instant saliva-based tests for testosterone and progesterone at $8 per test, with results in minutes and Q1 rollout ahead

• Mark Mastrov and LongRange Capital reacquire 24 Hour Fitness, with plans to upgrade clubs for strength and recovery while preparing for international growth

• Smart ring shipments jumped 50% in 2025, outpacing smartwatches as Oura explores digital IDs and payments beyond health tracking

• Novo Nordisk's Wegovy pill launches nationwide as first oral GLP-1 for weight loss at $149/month through pharmacies and telehealth providers

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]

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

Today's top stories:

• Americans plan to spend $60 billion on health and wellness in 2026, with nearly 90% now viewing fitness as preventative healthcare prioritizing strength, mobility, and mental health

• Sweetgreen launches nationwide menu collaboration with Function Health, designed by Dr. Mark Hyman to reframe healthy eating around foundational biology supporting energy, inflammation, and metabolic health

• Non-alcoholic beverages shift from substitutes to primary choice as Thrive Market exits alcohol entirely and Athletic Brewing relaunches its Athletic January campaign

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]

January 6, 2025: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Year-end funding surge shows investors backing wellness infrastructure over trends, with Truemed ($34M), Nanit ($50M), and Neurable ($35M) leading the way.

• Life Time's 2026 survey reveals 82% of consumers prioritizing overall health, with 42% focused on getting stronger, and nearly 47% planning to lift more weights

• Fitt Insider enters 2026 with plans to expand its platform, including marketing services, community membership, and a focus on in-person events.

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 Tim Rosa, CEO of Somnee.

Pioneering personalized neurostimulation for sleep, Somnee's clinical-grade headband uses EEG brain mapping to help people get higher quality rest.

In this episode, we discuss building the next generation of sleep technology.

We also cover:

• Lessons from scaling Fitbit

• How EEG-driven neurostimulation works

• Traction with NBA athletes and elite performers

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

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

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

Somnee's Website: www.somneesleep.com

Instagram: https://www.instagram.com/somneesleep/

LinkedIn: https://www.linkedin.com/company/somnee/

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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

(01:29) Tim's background

(02:13) Scaling Fitbit

(03:00) Discovering Somnee

(04:15) Resetting the company

(06:00) How Somnee works

(07:15) Clinical-grade data

(09:00) Sleep onset vs sleep maintenance

(11:30) 15-minute sessions vs all-night tracking

(13:45) FDA clearance & clinical validation

(16:00) Go-to-market strategy

(18:30) NBA, NFL, and elite athletes

(23:15) The sleep market opportunity

(25:30) The future of wearables

(28:00) Device ecosystems and API integrations

(33:00) Series A fundraising

(34:45) The 21-session optimization

(36:15) Where to find Somnee and learn more

(37:15) Conclusion

Today, I'm joined by Julia Nimocks, co-founder & CEO of Freaks of Nature.

Co-founded with surf champion Kelly Slater, Freaks of Nature is building performance skincare for outdoor athletes — leveraging microbiome-driven formulations for skin longevity.

In this episode, we discuss designing a technical skincare brand for the athletic consumer.

We also cover:

• Why athletes are underserved in skincare

• Crafting microbiome-first formulations with PhD expertise

• Scaling lean with contractors over full-time employees

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.freaksofnature.com

Instagram: https://www.instagram.com/freaksofnature___/

TikTok: https://www.tiktok.com/@freaksofnature___

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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

(00:46) Julia's background and operator journey

(01:19) From Billie to Freaks of Nature

(02:20) Why skincare for outdoor athletes made sense

(03:09) Building with the Squared Circles team

(04:11) Core product portfolio and evolution

(04:41) The white space in athletic skincare

(05:52) Microbiome-driven formulation philosophy

(06:44) Sunscreen and moisturizing serum as foundation

(08:15) Expanding into deodorant category

(10:45) Kelly Slater as co-founder and brand ambassador

(13:15) Authenticity in athlete partnerships

(15:45) Distribution strategy and retail approach

(18:15) Building lean with contractors

(20:45) Revenue per employee efficiency model

(22:21) Incentive structures and team dynamics

(24:48) Protecting scrappy startup mentality while scaling

(26:34) 2026 roadmap: product launches and team growth

(27:31) Expanding "Freak Faces" athlete ambassadors

(28:21) Where to find Freaks of Nature

(28:35) Conclusion

Today, I'm joined by Jannine Versi, co-founder & CEO of Elektra Health.

Transforming menopause care at scale, Elektra Health partners with 40+ health plans to provide evidence-based virtual support through clinical visits, coaching, and community.

In this episode, we discuss building the infrastructure for women's midlife and aging care.

We also cover:

• Developing patient trust for the long term

• Entering health plans with data-driven ROI

• The future of value-based care and women's 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

Elektra's Website: www.elektrahealth.com

Instagram: https://www.instagram.com/elektrahealth/

Facebook: https://www.facebook.com/elektrahealth

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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

(01:50) Jannine's background

(02:30) Elektra Health's origin story

(03:45) Early telemedicine adoption

(05:00) Evolution of menopause awareness and conversation

(06:00) Expanding health plan partnerships

(06:40) Education and community platform strategy

(09:00) Building a digital home for menopause content

(10:30) Meeting patients where they are in their journey

(12:40) Platform architecture

(14:15) Complex patient journeys across clinical and coaching

(16:10) Long-term patient relationship and trust-building

(18:35) Access as the core challenge in women's midlife health

(19:25) Breaking into health plan partnerships

(21:00) Employer demand driving health plan adoption

(22:20) Proving clinical and financial value

(24:20) The women's health conversation and stigma

(25:10) Longitudinal aging care

(27:30) Value-based care and the future of women's health

(28:55) Product roadmap

(32:00) Mainstreaming menopause and midlife health topics

(33:45) Oscar Health partnership

(35:30) Evidence-based approach without product monetization

(36:20) Conclusion

Today, I'm joined by Ana Montero and André Marques-Smith, co-founders of Atlas.

A behind-the-ear brain sensing wearable, Atlas tracks clarity, stress, and cognitive performance in real time, bringing neuroscience research from academia to consumers' hands.

In this episode, we discuss building the brain health wearable for everyday life.

We also cover:

• Atlas's five-year R&D process

• Modernizing outdated mental health diagnostics

• Early detection and prevention of neurological conditions

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

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

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

Join the Waitlist: www.atlaswearable.com

Atlas on LinkedIn: https://www.linkedin.com/company/atlaswearable/

Atlas on X (Twitter): https://x.com/atlaswearable

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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

(01:30) Ana and André's backgrounds in neuroscience

(03:25) The problem with mental health diagnostics today

(04:30) Why existing wearables can't track brain activity

(05:50) Building sensors that work in motion conditions

(06:25) Five years of R&D

(08:00) Why behind-the-ear brain sensing

(10:30) What Atlas measures

(13:00) Brain scores vs. peripheral body metrics

(15:30) Use cases

(18:00) The personalization challenge in brain data

(20:30) Long-term vision

(23:00) Building consumer traction before clinical applications

(25:30) Fundraising and investor interest in brain tech

(28:00) Beta testing program and user feedback

(30:20) Research studies: stress, nutrition, and brain activity

(32:35) Early detection and prevention

(35:05) Conclusion