Fitt Insider

Today, I'm joined by Ariel Garten, co-founder of Muse.

Using clinical-grade EEG technology, Muse's mental fitness headband tracks brain activity to offer insights on sleep, focus, meditation, and cognitive performance.

In this episode, we discuss making brain health monitoring accessible and actionable.

We also cover:

• Defining brain health as consumer metric

• Integrating with the preventative health ecosystem

• Research partnerships and novel treatment development

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

Muse Website: choosemuse.com

Muse on Instagram: www.instagram.com/choosemuse/

Muse on X (Twitter): www.x.com/ChooseMuse

Muse on Facebook: www.facebook.com/choosemuse

Muse on LinkedIn: www.linkedin.com/company/interaxon-inc/

Muse on Youtube: www.youtube.com/user/interaXon

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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

(00:15) Ariel's background and Muse technology overview

(02:30) Evolution from lab-based EEG to consumer device

(04:45) Defining brain health and consumer metrics

(07:00) Education challenges and multiple entry points for brain health

(10:00) FDA classification and medical-grade validation

(13:15) Working with researchers and clinicians for validation

(15:18) Leveraging massive brain datasets for insights

(17:36) Large brain model development and AI applications

(19:00) Research partnerships and novel treatment development

(21:45) Multi-market business model across consumer, clinical, and research

(25:46) Organic growth into clinical and research markets

(28:15) Integration with preventative health ecosystem

(31:00) Future of brain-computer interfaces and realistic timelines

(33:55) New Muse Athena device with enhanced brain monitoring

(35:00) Conclusion

Manna Tree Partners is investing in a healthier future.

A wellness-focused private equity firm, Manna Tree helps category-defining companies scale revenue and reach national distribution.

On this week's episode, co-founders Ellie Rubenstein and Ross Iverson discuss deal sourcing strategy and establishing wellness as an asset class.

We also cover:

• Generational spending shifts

• Sector-specific risks and challenges

• Specialization vs. broad approach investing

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

Website: mannatreepartners.com

LinkedIn: linkedin.com/company/mannatree

Ellie Rubenstein: www.linkedin.com/in/gabrielle-ellie-rubenstein-09a402136/

Ross Iverson: www.linkedin.com/in/rossiverson/

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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

(00:13) Background and founding of Manna Tree Partners

(04:19) Building a brand as a private equity firm

(08:17) Travel, relationship building, and platform development

(10:24) Team growth and applicant interest in wellness investing

(10:42) Evolution from food and beverage to broader wellness focus

(16:42) Category creation vs. company identification investment approach

(22:15) The protein thesis and long-term consumer trends

(23:02) Finding categories vs. finding companies - deal sourcing strategy

(26:23) Generational spending shifts and data-driven wellness decisions

(28:23) Early adoption phase of wellness as an asset class

(30:32) Limited partner perspectives and institutional capital allocation

(35:56) Specialization vs. broad approach in wellness investing

(39:24) Potential risks and challenges facing the wellness sector

(45:00) Future outlook and accessibility of wellness products globally

(46:00) Conclusion

Today, I'm joined by Daniel Temm, CEO of Puresport.

Founded on CBD for athletes, the UK company has grown into a community-driven sports nutrition company centered on running and sustainable well-being.

In this episode, we discuss building an authentic sports nutrition brand in a crowded market.

We also cover:

• Evolving the brand beyond CBD

• Bootstrapping and early funding journey

• Building emotional connection vs. performance marketing

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

Puresport's Website: puresport.co

Puresport's Instagram: www.instagram.com/puresport

Daniel Temm's Instagram: https://www.instagram.com/danieltemm3

Daniel Temm's LinkedIn: www.linkedin.com/in/daniel-temm-2b6892164

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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

(00:41) Dan's background and Puresport's origins as a CBD company

(02:25) Joining Puresport and the transition during COVID

(05:25) Building emotional connection vs. performance marketing approach

(10:00) Bootstrapping and early funding journey

(11:50) Evolution of apparel and merchandise strategy

(15:38) Raising institutional investment and brand power

(18:38) Developing "For the Long Run" brand philosophy

(22:31) Challenges of focus and avoiding too many good ideas

(26:25) Fuel stations campaign and authentic marketing activations

(31:55) Building brand vs. scaling revenue - the tension

(34:20) Future plans: omnichannel expansion and product development

(37:26) Conclusion

Today, I'm joined by Naveen Jain, founder of Viome.

Analyzing 100M biomarkers, Viome delivers hyper-personalized nutrition and supplement recommendations based on individual molecular biology.

In this episode, we discuss the power of personalized medicine.

We also cover:

• Why DNA testing falls short

• Molecular insights into chronic disease

• Enabling N-of-1 nutrition and supplement stacks

Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider Viome's Website: https://www.viome.com/ Viome's Publications: https://www.viome.com/publications

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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 (02:05) Entrepreneurial Framework (08:15) Healthcare System Incentives (11:12) Viome's Mission & Technology Approach (18:50) Los Alamos Partnership & RNA Analysis (22:41) Full Body Intelligence Test & Personalized Recommendations (23:34) Retesting Frequency & Dynamic Health Changes (24:20) Healthcare System Barriers (31:02) Scientific Differentiation (35:24) Early Disease Detection (39:42) Scaling to Reach Billions (45:15) Conclusion

Today, I'm joined by Nick Aubin, co-founder and CEO of Commons Clinic.

Building "the next Mayo Clinic," the SoCal-based company's whole-body preventative care programs combine orthopedics, functional diagnostics, and a state-of-the-art surgery center.

In this episode, we discuss how vertical integration can improve multispecialty care.

We also cover:

• Leveraging robotics and minimally invasive procedures to reduce hospital stays.

• Offering physicians equity partnerships instead of traditional employment.

• How whole-body health assessments can boost prevention.

Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider Website: commonsclinic.comNick's Email: [email protected] -

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) Building the next Mayo Clinic (03:00) Why specialty care over primary care (05:00) Technology as deflationary force (08:00) Operating inside vs outside healthcare (11:00) Patient experience and top physicians (14:00) Multi-specialty expansion strategy (17:00) Whole body health and prevention (20:00) Targeting older demographics (25:00) Payment models and value-based care (29:00) Insurance reimbursement challenges (32:00) Prevention vs intervention philosophy (34:00) Physician equity partnerships (37:00) Long-term growth and market share (39:00) Conclusion

Today, I'm joined by Katie Wilson, co-founder and CEO of BelliWelli.

Tackling digestive issues, BelliWelli combines fiber, probiotics, and electrolytes in cult-favorite powders and snacks — moving gut care from medicine cabinets to kitchen cupboards.

In this episode, we discuss making fiber fun and accessible for modern consumers.

We also cover:

• Millennial women's wellness overwhelm

• BelliWelli's product evolution and innovation pipeline

• Building a retail-first strategy versus direct-to-consumer

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

Website: belliwelli.comIG: https://www.instagram.com/belliwellihealth TikTok: https://www.tiktok.com/@belliwellihealth -

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) BelliWelli's origin story (03:00) Being early to the gut health and fiber trends (05:00) Making fiber fun and accessible (07:00) Challenges in gut health marketing (09:00) Millennial women's wellness fatigue and overwhelm (11:00) Balancing customer feedback and staying focused as a brand (13:00) Retail-first strategy and getting into Walmart (16:00) Operational excellence and scaling to meet retail demand (21:00) Product evolution from bars to powder and future innovation pipeline (24:00) Fiber-first philosophy and the science behind gut health benefits (29:00) Current priorities: innovation, D2C growth, and bridging social to retail (32:00) Long-term vision and building toward acquisition (35:00) Conclusion

Today, I'm joined by Leo Grady, PhD, founder and CEO of Jona.

Jona uses metagenomic sequencing and machine learning to deliver personalized metabolic health insights, predicting how factors like diet and lifestyle affect the gut.

In this episode, we discuss upgrading microbiome testing with AI technology.

We also cover:

• Why gut tests could outpace blood tests

• Building AI to read medical literature at scale

• Using digital twins to predict health outcomes

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

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

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

Jona Health's Website: https://jona.health/

Jona Journal (Newsletter & Blog): https://jona.health/blogs/journal

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

X (Twitter): https://x.com/jona_health

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

LinkedIn: https://www.linkedin.com/company/jona-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

(00:20) Leo's Background

(02:15) Why the Microbiome is the Perfect AI Application

(06:10) Building AI to Read Medical Literature at Scale

(09:55) From Testing to Interventions

(13:30) Avoiding Supplement Sales for Credibility

(15:25) Direct Consumer and Clinical Partnerships

(17:25) Digital Twin Technology in Healthcare

(21:15) Three Customer Types and Testing Frequency

(23:00) Microbiome vs Blood Testing

(27:25) Education and Category Building Challenges

(29:25) Technology Applications Beyond Microbiome

(32:10) Health Tracking Integrations

(37:00) Regulatory Considerations and Future Diagnostics

(37:45) 2025 Roadmap and New Features

(39:15) Conclusion

Today, I'm joined by Dr. Darshan Shah, founder and CEO of Next Health.

Founded in 2016, Next Health is scaling clinics to help patients preserve vitality, with services spanning executive physicals, regenerative therapies, aesthetic treatments, and more.

In this episode, we discuss the evolution and future of longevity-focused clinics.

We also cover:

• The four pillars of longevity care

• Complexities of medical franchising

• Building a model for N-of-1 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

Next Health: https://www.next-health.com Next Health Social: https://www.instagram.com/nexthealth/ Franchise Opportunities: https://www.next-health.com/franchise Dr. Shah's Website: https://drshah.com/ Dr. Shah's Social: @darshanshahmd

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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

(00:20) Dr. Shah's Background

(01:25) Four Verticals of Longevity Medicine

(04:25) Building a Unified Healthcare Model

(07:00) Membership Model and Personalized N-of-One Medicine

(11:15) Evolution of Longevity Terminology

(14:45) Bridging Wellness and Legitimate Healthcare

(19:55) Medical Innovation

(21:15) Franchise Expansion Strategy

(24:40) Complexity of Medical Franchising

(27:35) Attracting Medical Talent from Traditional Healthcare

(30:05) Partnership Opportunities

(31:35) Marketing Strategy and Community Building

(34:15) Financing and Franchise Economics

(36:20) The Future of Next Health

(38:00) Conclusion

Today, I'm joined by Scott Hickle, co-founder and CEO of Throne.

Leveraging AI and computer vision, Throne's clip-on toilet device analyzes waste to provide real-time insights into gut health, hydration, and urinary function.

In this episode, we discuss the future of health tracking through smart hardware.

We also cover:

• Breaking through the bathroom stigma

• Advancing gut-focused healthtech

• Pursuing cancer detection

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

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

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

Throne's Website: https://thronescience.com/

Throne's X (Twitter): https://x.com/thronescience

Throne's Instagram: www.instagram.com/thronescience/

Scott's X (Twitter): https://x.com/scotthickle

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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

(00:50) Scott's Background and Throne Overview

(01:58) Breaking Through Bathroom Stigma

(05:30) Technology Barriers and User Experience Challenges

(09:40) From Poker Game Joke to Serious Health Innovation

(14:48) Cancer Detection Potential and Lifesaving Applications

(17:30) Funding and Mass Production Roadmap

(20:35) AI Models and Computer Vision Accuracy

(25:20) Revolutionizing Medical Assessment Standards

(26:50) Branding Strategy and Market Education

(30:55) Building Authentic Health Brand with Humor

(34:50) Third Wave Health Tracking and Market Positioning

(38:00) Pre-Launch Preparation and Product Development

(40:35) Conclusion

Today, I'm joined by Steve Martocci, co-founder and CEO of SuppCo.

Helping consumers navigate an underregulated industry, SuppCo applies a 29-point trust scoring system to rank supplement brands, track stacks, and cut through marketing hype.

In this episode, we discuss using tech and transparency to guide health optimization.

We also cover:

• Building trust in an often misleading market

• Balancing science with personal experimentation

• Designing tech to support (not replace) human decisions

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

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

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

SuppCo's Website: https://supp.co/

SuppCo's Instagram: www.instagram.com/joinsuppco/

Steve's Stack: supp.co/steve

Steve's Email: [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 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

(00:50) Steve's Background: From GroupMe to Health Optimization

(02:20) The Genesis of SupCo and Personal Health Journey

(07:00) Stack Management and Trust Scoring

(11:10) Personalization and Health Tracking Development

(13:40) Community Features and Social Aspects

(17:45) Health vs Capitalism

(21:15) Independent Testing and Industry Problems

(26:25) Brand Relationships and Trust Score Impact

(29:25) The Investment vs Outcome Problem in Health

(33:10) Healthcare System Gaps and Consumer Trust

(34:40) Technology Approach: AI Without the Hype

(39:00) Future Roadmap and Premium Features

(41:40) Conclusion