Fitt Insider

Today, I'm joined by Dane McCarthy, founder of The Athletic Clubs.

Training in squads, members of the private NYC gyms meet twice weekly for a full-body workout and social fix — holding each other accountable while having fun in the process.

In this episode, we dive deeper into the chain's uniquely communal approach.

We also cover:

• Creating community • Optimizing for member retention • Scaling the business with intention

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The Athletic Club's Website: https://www.the-athleticclubs.com/

The Athletic Club's IG: https://www.instagram.com/the.athleticclubs/

- 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) Building the Athletic Clubs (03:36) Creating a supportive fitness community using squads (04:56) Going from an idea to a sustainable business (08:04) Best practices for building fitness squads (14:17) Scaling the business intentionally (23:40) Marketing strategies (31:12) Future roadmap (33:35) Conclusion

Today, I'm joined by Osman Khan, co-founder & CEO of Squared Circles, a venture studio for health and wellness brands.

Squared Circles redesigns everyday products to be better for people and planet. Pushing innovation, its portfolio includes MUD\WTR and Algae Cooking Club.

In this episode, we discuss the company's approach to ideating, validating, and launching consumer products.

We also cover:

• Using science and AI to vet ideas • Building for the conscious consumer • Untapped opportunities within wellness

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Squared Circle's Website: https://squaredcircles.com/

Squared Circle's IG: https://www.instagram.com/squaredcirclesco/

Squared Circle's LinkedIn: https://www.linkedin.com/company/squared-circles/

- 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 (02:12) Squared Circle Venture Studio Overview (04:32) Principles and Focus of Squared Circles (06:08) Challenges and Strategies in Building Consumer Products (11:00) The Role of AI and Science in Innovation (15:20) Talent Acquisition and Operator Involvement (17:38) Go-to-Market Strategies and Scaling (23:45) Lessons Learned and Course Corrections (31:17) Future Trends and Opportunities in Health and Wellness (34:33) Conclusion

Today, I'm joined by Michael Ramsey, co-Founder & CEO of STRONG Pilates.

Using learnings from his time as an F45 Training franchisee, Michael created a global brand, leveraging patented machines to deliver a class that combines Pilates, cardio, and strength.

In this episode, we discuss the company's hybrid fitness concept.

We also cover:

• The state of boutique fitness • Launching STRONG Pilates in the US • Leading the low-impact training revolution

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

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

STRONG's Website: https://strongpilates.com.au/

STRONG's IG: https://www.instagram.com/strong

- 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 (01:51) The birth of STRONG Pilates (03:29) Global expansion (04:14) Personal journey and insights (05:50) Franchisee relationships and learnings (07:21) Experience and equipment (11:57) Innovation and market position (16:16) Sustainable growth and future plans (21:31) Community building (23:06) Global market strategy (28:26) Brand and community focus (34:15) Conclusion

Today, I'm joined by Aidan Dewar, co-founder & CEO of Nourish.

Covered by insurance in all 50 states, Nourish's telenutrition platform connects Americans to registered dietitians for 1:1 diet counseling and behavior change support.

In this episode, we discuss the company's food-as-medicine platform.

We also cover:

• Navigating GLP-1s • Building preventative healthcare systems • Integrating food delivery into the business model

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

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

Nourish's Website: https://www.usenourish.com

Nourish's Careers Page: https://www.usenourish.com/careers

Nourish's IG: https://www.instagram.com/usenourish/

- 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 (01:27) Background on Aiden and Nourish (02:34) The problem and opportunity in healthcare (04:03) Nourish's approach and services (05:35) How Nourish connects patients with dietitians (08:38) Scaling and impact of Nourish (12:24) Future plans and integrations (19:27) Challenges and opportunities in healthcare (21:34) Company growth and team building (30:42) Conclusion

Today, I'm joined by Ron Belldegrun, co-founder & CEO of ByHeart.

Refreshing an outdated category, ByHeart is a farm-to-formula baby food brand. Pioneering clinical research, the company is raising the bar with grass-fed, whole milk-based infant formula.

In this episode, we talk about the company's next-generation infant nutrition platform.

We also cover:

• Infant formula's food security problem • ByHeart's commitment to nutrition research • The importance of owning end-to-end manufacturing

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

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

ByHeart's Website: https://byheart.com/

- 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 (01:49) The journey to innovate infant formula (04:04) ByHeart founding story (06:14) Building a better infant formula (09:23) Launching during a nationwide shortage (11:36) Expanding supply chain while ensuring quality (13:42) Educating and market penetration (17:07) The role of seed oils in infant formula (20:53) Ongoing research and innovations (26:57) Business model and growth strategy (31:53) Future roadmap (36:09) Conclusion

Today, I'm joined by Jacob Peters, co-founder and CEO of Superpower.\

After a personal health crisis, Jacob founded preventative care platform Superpower. A 24/7 digital longevity clinic, it combines advanced diagnostics, expert clinicians, and AI-driven plans.

In this episode, we talk about the company's all-in-one membership.

We also cover:

• Productizing healthcare • Democratizing concierge medicine • Building a consumer longevity brand

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

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

Superpower's Website: https://superpower.com/

Superpower's Twitter: https://x.com/superpower

Reach out to Jacob: https://x.com/J__Cub

- 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 (01:22) Jacob's background and experience with the healthcare industry (07:11) Systemic failures in healthcare (15:08) Productized healthcare and democratizing concierge medicine (20:39) Vision for Superpower (23:30) Current state of healthcare and gaps (28:46) Onboarding process and personalized protocols (33:06) Building a community and cultural revolution in healthcare (36:44) Future roadmap (38:03) Conclusion

Today, I'm joined by James Li, co-founder & CEO of Mighty Health.

A virtual wellness clinic, Mighty Health combines exercise and nutrition coaching to help those over 50 age well. Its daily programs span weight loss, mobility, pain reduction, and more.

In this episode, we talk about the company's digital platform for older adults.

We also cover: • Selling to insurers • Engaging and retaining members • Untapped opportunities in age tech

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

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

Mighty Health's Website: https://www.mightyhealth.com

James' 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 (01:06) Background on Mighty Health (04:58) Engaging and retaining members (06:53) Mighty Health's vision (09:53) Selling to insurers (13:02) Keeping members engaged (15:00) Content development and branding (20:56) Strategies to age well (23:30) Digital friendliness of older adults (29:58) Expansion plans (31:27) Mission-driven approach (34:32) Building a lean team (37:17) Conclusion

Today, I'm joined by Brad Olson, CEO of Sollis Health.

A members-only medical concierge, Sollis Health merges the best of hospitality and medicine. Open 24/7, it offers high-quality healthcare without wait times.

In this episode, we discuss the company's concierge urgent care experience.

We also cover:

• Current membership numbers and expansion plans • Partnering with Prenuvo for preventative whole-body scans • Applying experience from Starwood Hotels & Peloton to 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

Sollis Health's Website: https://sollishealth.com/

- 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 (01:27) Overview of Sollis Health (05:21) Applying hospitality to healthcare (10:08) Services and membership coverage (13:26) Opportunity and expansion in the healthcare landscape (17:06) Accessibility and affordability of memberships (19:27) Current membership numbers and expansion plans (21:36) Potential pursuit of preventative care and longevity services (22:43) Partnership with Prenuvo (24:00) Potential fitness industry partnerships (25:51) The patient experience (30:27) Measuring success and patient outcomes (32:17) Future roadmap (34:18) Conclusion

Today, I'm joined by Rebecca Egger, co-founder & CEO of Little Otter.

Filling a gap in mental healthcare, Little Otter caters specifically to the needs of young children. Co-founded by Rebecca and her mother, a child psychiatrist, the company takes a whole-family approach to kids' therapy.

In this episode, we discuss Little Otter's pediatric mental health platform.

We also cover:

• Scaling direct-to-consumer and B2B channels • Headwinds facing digital health companies • Destigmatizing mental 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

Little Otter's Website: https://www.littleotterhealth.com/ Little Otter's Free Assessments: https://www.littleotterhealth.com/resources/#assessments-toolkits Little Otter's IG: https://www.instagram.com/littleotterhealth/

- 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 (01:36) Founding Little Otter (05:21) Initial development of Little Otter's product and service (08:13) Delivering care and building a community for providers (10:33) Engaging with clinicians and navigating the labor aspect (12:34) D2C approach and transitioning to pediatrician referrals (15:23) Balancing DTC and insurance partnerships (18:36) Quantifying outcomes (20:40) Evidence-based treatment program (23:15) Challenges in digital health (27:40) Leveraging data and support systems (29:44) Impact of technology on mental health (32:06) Destigmatizing mental health (34:25) Challenges in pediatric mental health (35:42) Conclusion

Today, I'm joined by Sami Inkinen, founder & CEO of Virta Health.

Leading with lifestyle, Virta takes a bottom-up approach to diabetes management. Leveraging ketogenic nutrition therapy, the company is tackling root causes of type 2 diabetes.

In this episode, we talk about unwinding the metabolic health crisis.

We also cover:

• The rise of GLP-1s • Reversing type 2 diabetes • Harms of ultra-processed foods

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

Virta Health's Website: https://www.virtahealth.com/ Virta Health's YouTube: https://www.youtube.com/virtahealth

- 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 (02:01) The ineffectiveness of current diabetes treatment (04:30) Addressing the underlying drivers of diabetes (06:53) Sami's journey to founding Virta Health (12:47) Virta's nutritional based approach to solving diabetes (16:24) Operationalizing nutrition therapy (18:26) Business model and sales process (23:01) Incentives and misaligned healthcare (28:08) Default food environment and metabolic health (34:36) The impact of GLP-1 drugs on Virta's business (40:04) The need for a holistic approach to obesity (41:29) Conclusion