Fitt Insider

Today, I'm joined by Todd Meleney, co-founder & CEO of While on Earth.

An athletic footwear and apparel brand for the modern wellness consumer, While on Earth prioritizes versatile "performance wellness" over single-sport specialization.

In this episode, we discuss creating an underdog brand in a competitive market.

We also cover:

• Christian McCaffrey's role as co-founder

• Defining "performance wellness" as a category

• Investing in grassroots community over paid marketing

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

While On Earth's Website: www.whileonearth.co

While On Earth's IG: https://www.instagram.com/whileonearth/

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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

(01:40) Todd's background and While on Earth overview

(02:40) White space opportunity in performance footwear

(04:25) Lessons from building NOBULL

(05:15) Shifting consumer behavior toward holistic wellness

(07:15) Defining "performance wellness" as a category

(09:30) Product philosophy

(12:00) Building vs. buying brand awareness

(14:30) Grassroots community strategy over paid marketing

(17:00) Retail strategy

(19:30) Athlete partnerships

(22:00) Christian McCaffrey as co-founder and investor

(24:30) Product roadmap and innovation focus

(27:00) Staying authentic while scaling

(29:05) Running category launch in 2026

(30:15) CMC signature product line coming 2026

(32:45) Role of athletes in brand building

(34:50) Conclusion

Today, I'm joined by Shahab Elmi, co-founder & CEO of Cymbiotika.

With 100M+ packets sold in its first six years, Cymbiotika is bringing transparency to the supplement industry with liposomal formulations and rigorous third-party testing.

In this episode, we discuss building a supplement brand focused on efficacy over marketing.

We also cover:

• Liposomal delivery as a differentiator

• Why churn reveals true product efficacy

• Avoiding the wellness DTC race to the bottom

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

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

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

Cymbiotika's Website: www.cymbiotika.com

Cymbiotika's Instagram: https://www.instagram.com/cymbiotika/

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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

(01:15) Shahab's background and Cymbiotika's origin story

(02:00) The problem with the supplement industry

(02:45) Why transparency and testing matter

(04:15) Churn rate as the ultimate success metric

(05:45) Organic celebrity endorsements vs paid sponsorships

(09:00) Liposomal delivery technology explained

(12:30) Manufacturing in-house vs outsourcing

(16:00) The DTC race to the bottom

(18:30) Building trust through radical transparency

(20:30) Competing on efficacy, not marketing spend

(23:00) Taking on industry fraud and fake claims

(24:30) Announcing multiple third-party clinical trials

(26:50) Patent enforcement and liposome validation

(27:35) Product roadmap

(29:25) Conclusion

Today, I'm joined by Brian Le Gette, founder & CEO of Ammortal.

A wellness technology company, Ammortal's immersive recovery chambers combine PEMF, red light, molecular hydrogen, breathwork, and meditation into a single therapeutic experience.

In this episode, we discuss building the future of regenerative wellness tech.

We also cover:

• Raising a Series A and scaling commercially

• Developing the product, pricing model, and partnerships

• Stacking cellular repair modalities with mind-body integration

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.ammortal.com

Locations: www.ammortal.com/locations

Commercial Inquiries: [email protected]

Partnerships: [email protected]

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

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

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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

(01:20) Brian's background and entrepreneurial journey

(02:40) What is Ammortal and the one-of-one category

(02:55) The core modality stack and protocol design

(05:10) Origin story

(06:30) Positioning beyond wellness buzzwords

(09:00) Why "tech doesn't heal—it aids self-healing"

(11:30) Target customer: optimization-focused consumers

(14:30) Distribution strategy

(18:00) Pricing models and commercial partnerships

(21:15) The experience design and musical cocoon concept

(23:30) Education and onboarding for new users

(25:30) Customer outcomes and use case versatility

(27:35) Landing on "chamber" as the product descriptor

(29:05) Long-term vision and R&D philosophy

(31:15) The collaborative model for wellness innovation

(32:45) Raising a Series A and scaling commercially

(34:10) Conclusion

Today, I'm joined by Jared Pobre, founder & CEO of Caldera + Lab.

Launched in 2019, Caldera + Lab is revamping men's medicine cabinets with proprietary premium skincare formulas specifically engineered for guys.

In this episode, we discuss building a biotech-driven men's personal care brand.

We also cover:

• Targeting the longevity-minded male consumer

• Prioritizing proprietary R&D over repurposed formulas

• Developing distribution strategies and hospitality partnerships

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

Caldera + Lab's Website: www.calderalab.com

Amazon: https://www.amazon.com/stores/CalderaLab/page/2A608586-7E58-411C-8057-FFD688968227

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

(01:08) Jared's background and Caldera + Lab overview

(01:33) The evolution of men's skincare since 2016

(03:02) Formulation differences: women's vs. men's skincare

(04:32) Custom formulations vs. menu-based co-manufacturing

(06:24) Pioneering proprietary ingredients for men

(08:00) Building the brand with bootstrapped resources

(10:30) Clinical studies and efficacy testing

(13:00) Customer acquisition and finding product-market fit

(15:30) DTC and Amazon as core distribution channels

(17:45) Storytelling and messaging strategy

(21:53) Balancing scientific credibility with consumer messaging

(23:12) Targeting the longevity-minded male consumer

(25:11) Retail expansion strategy and Series A funding

(26:15) Country clubs, luxury hotels, and hospitality partnerships

(27:26) Product roadmap

(28:49) Conclusion

Today, I'm joined by Felicity Yost, co-founder & CEO of Tia.

Integrating primary care, gynecology, mental health, fertility, menopause, and longevity services, Tia is scaling a comprehensive model for women's healthcare.

In this episode, we discuss designing a holistic practice that meets women where they are.

We also cover:

• Why preventative care and longevity care are fundamentally the same

• How women fall through the cracks of traditional specialty-siloed systems

• Future potential for predictive modeling and hyper-personalized medicine

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

Tia's Website: asktia.comTia's IG: instagram.com/asktiaTia's Podcast: asktia.com/podcast

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The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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 (01:00) Felicity's background and Tia's mission (04:00) Defining the scope of whole-person care (07:00) Translating preventative care into longevity care (11:00) Addressing the complexity of women's health needs (16:00) Building comprehensive diagnostic frameworks (24:00) The future of longevity biomarkers and ovarian age (27:00) Innovation opportunities in healthcare data and research (29:00) Future roadmap (31:00) Conclusion

Today, I'm joined by Scott Marcaccio, co-founder & CEO of Myo.

With 23 locations and counting, Myo is bringing next-gen physical therapy to the masses — helping people futureproof their bodies with preventative care.

In this episode, we discuss scaling and normalizing premium PT.

We also cover:

• The 10-year rollercoaster to finding product-market fit

• Building employer brand and culture to retain 270+ clinicians

• Shifting from an athlete-focused niche to mainstream premium positioning

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

Website: www.myodetox.com/IG: https://www.instagram.com/myodetox/ Promo Code: BODYIQ for 50% off first session

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The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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 (01:00) Scott's background and Myo overview (04:00) Unifying fragmented wellness modalities into modern PT (06:00) The 10-year rollercoaster to finding product-market fit (08:00) Major rebrand: from Myodetox to Myo (11:00) Building employer brand for 270+ clinicians (14:00) The rebrand process (17:00) Shifting from niche athlete focus to mass premium positioning (23:00) Real estate strategy and owned-operation model (25:00) Densification over market expansion approach (29:00) Why Myo stays pure-play and avoids service bloat (34:00) Leadership development as the business scales (37:00) Raising global body IQ through movement education (39:00) The hard work between three locations and 10 locations (41:00) Future Roadmap (43:00) Conclusion

Today, I'm joined by Jake Muise, co-founder and CEO of Maui Nui Venison.

Making meat planet-friendly, the company harvests wild, invasive axis deer on Maui to balance ecosystems while providing nutrient-dense protein.

In this episode, we discuss turning an ecological crisis into a regenerative food business.

We also cover:

• Balancing commerce, conservation, and community

• The pitfalls of the hyper-processed high-protein craze

• Why nutrient density labels could change the food system

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: mauinuivenison.com IG: https://www.instagram.com/mauinuivenison

FB: https://www.facebook.com/mauinuivenison

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

(01:00) Jake's background and Maui Nui Venison overview

(02:00) Axis deer problem and invasive species impact

(05:00) The founding moment witnessing mass deer die-offs

(07:00) Seven years as nonprofit before becoming for-profit CPG

(09:00) Current scale

(11:00) Product mix

(14:00) Accidentally creating extraordinary nutrient density

(16:00) Critique of protein-washing and empty protein products

(21:00) Balancing commerce, conservation, and community

(23:00) Running constant experiments to solve complex systems

(26:00) Authentic mission-driven business as competitive advantage

(29:00) Four pillars: transparency, energy balance, purpose, taste

(32:00) Why nutrient density labels could transform food system

(36:00) Profitable regenerative agriculture through proper pricing

(38:00) New aged venison line and summer sausage launch

(40:00) Conclusion

Today, I'm joined by Dr. Lisa Shah, Chief Medical Officer at Twin Health.

Replacing population averages with personal biomarkers, Twin Health leverages digital twin technology to address root causes of metabolic conditions like obesity and diabetes.

In this episode, we discuss how machine learning is transforming disease management.

We also cover:

• Building a GLP-1 off-ramp

• Balancing AI with human support

• Achieving a 71% diabetes reversal rate

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

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

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

Twin Health's Website: www.twinhealth.com

Dr. Lisa Shah's LinkedIn: https://www.linkedin.com/in/lisa-shah-4a297b19/

Twin Health's Facebook: https://www.facebook.com/twinhealthusa/

Twin Health's Instagram: https://www.instagram.com/twinhealthusa

Twin Health's LinkedIn: https://www.linkedin.com/company/twinhealth/

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

(02:00) Digital twin technology explained and healthcare applications

(04:15) Why digital twin technology is finally possible now

(08:30) Turning 3K daily data points into actionable guidance

(11:15) Balancing digital twin AI with human care team support

(15:00) Clinical outcomes and New England Journal of Medicine study

(19:15) Root cause solutions vs symptom management

(21:15) Scaling from employer benefits to consumer prevention

(24:00) Value-based care approach vs. direct-to-consumer model

(27:15) Digital twin complexity across multiple health systems

(31:00) Building trust through real-time feedback loops

(33:00) Agentic AI applications in healthcare delivery

(37:42) Future roadmap

(40:15) Conclusion

Today, I'm joined by Brian Keller, co-founder and CEO of Rorra.

Prioritizing design excellence, Rorra sells user-friendly water filters that deliver cleaner, safer drinking and bathing water — backed by NSF testing and transparent performance reports.

In this episode, we discuss building trust in the water filtration category.

We also cover:

• Design and UX philosophy

• Direct-to-consumer vs. retail strategy

• Educating consumers without scare tactics

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

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

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

Rorra's Website: https://rorra.com/

Rorra's Instagram: https://www.instagram.com/rorrawater/

Rorra's X: https://x.com/rorrawater

Rorra's Facebook: https://www.facebook.com/rorrawater

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

(00:25) Brian's background and founding story behind Rorra

(02:30) Researching existing water filtration options and market gaps

(05:15) Product development challenges and manufacturing in stainless steel

(07:15) Building business model and raising capital pre-product

(09:35) Design philosophy and user experience considerations

(11:30) Consumer education and "What's in Your Water" platform

(14:10) Messaging strategy around microplastics and forever chemicals

(16:20) Positioning as health and wellness vs. kitchen appliance

(18:15) Customer segmentation from biohackers to new mothers

(20:15) Partnership strategy with health and wellness influencers

(23:20) Direct-to-consumer vs. retail distribution considerations

(25:40) Filter replacement strategy and subscription model

(28:10) Future product roadmap and staying focused on water

(30:35) Long-term vision as trusted water quality information source

(31:05) Conclusion

Today, I'm joined by Marc Hermann, founder and CEO of Everlab.

Based in Australia, Everlab combines state-of-the-art clinics, specialists, personalized screening plans, and a full-stack digital platform to prevent illness.

In this episode, we discuss the future of longevity medicine.

We also cover:

• Building in Australia's regulatory environment vs. the US

• Designing a personalized member journey

• Bridging wellness with traditional care

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

Everlab's Website: everlab.com.au Everlab's Instagram: https://www.instagram.com/everlab_health/ Everlab's Twitter: https://x.com/everlab_health Everylab's Linkedin: https://au.linkedin.com/company/everlab-health

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

(00:35) Marc's background and Everlab's preventive health platform

(02:25) Building in Australia's regulatory environment vs. the US market

(05:50) Differentiating from existing preventive health solutions

(08:45) Accessing 30 years of scattered Australian healthcare data

(11:55) The comprehensive member journey and diagnostic process

(16:25) Positioning as medical service vs longevity clinic

(21:10) Business model evolution from direct-pay to B2B and insurance

(25:40) Defining longevity medicine and preventive healthcare

(28:05) Physical clinic expansion strategy and hybrid model

(32:35) International expansion considerations and regulatory challenges

(35:50) Avoiding healthcare data silos and maintaining patient data ownership

(37:55) Technology focus and using seed funding for platform development

(40:05) Conclusion