Fitt Insider

Today, I'm joined by Emi Gal, founder & CEO of Ezra.

A software engineer turned entrepreneur, Emi launched early cancer detection startup Ezra in 2018. Leveraging AI, the company is on a mission to make preventative MRIs the norm.

In this episode, we talk about developing cost-effective scans.

We also cover:

• Rising cancer rates • Using AI to lower costs • Emi's biohacking experiments

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Ezra's Website: https://ezra.com/ Ezra Locations: https://ezra.com/locations Emi's Longevity Guide: https://www.emigal.com/longevity-protocol/

- 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 (01:20) - Emi's background (02:24) - The Journey to Ezra (05:55) - Controversy around whole body MRI (09:35) - Empowering individuals in healthcare (12:05) - The Importance of preventative health (16:37) - AI's role in lowering MRI costs (19:16) - Addressing cost and accessibility concerns (20:36) - Emi's thoughts on the healthcare industry (25:30) - Preventing cancer through lifestyle changes (33:35) - Biohacking and personal experimentation (37:56) - Measuring progress and individual responsibility (40:02) - Ezra's future roadmap (44:49) - Conclusion

Today, I'm joined by Rebecca Parekh, co-founder & CEO of The WELL.

Burned out by a career on Wall Street, Rebecca had a personal wellness epiphany. Now, she's helping others relieve stress at The WELL, a health-focused members club and lifestyle brand.

In this episode, we discuss the company's integrated approach to wellness.

We also cover:

• Healthy third spaces • Entering real estate and hospitality • Unmet consumer needs across the industry

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The WELL's Website: https://www.the-well.com/ The WELL's IG: https://www.instagram.com/thewell/

- 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 (03:13) East meets west medicine (05:12) The journey to founding The WELL (10:35) Inflection point to start The WELL (15:42) Adapting to challenges and evolving the business (17:56) Expanding wellness offerings (19:59) The vision for integrated wellness (22:54) Partnerships (25:33) Future growth and expansion (27:26) Global product and integrated tech (29:04) Rebbeca's views on the evolving wellness industry (32:46) Challenges of scaling preventative health (35:25) Customer-led change and collective care (38:31) Evaluating business metrics and societal impact (40:32) Conclusion

Today, I'm joined by Eric Litman, Founder and CEO of Aescape.

Underwhelmed by traditional massage therapy, Eric created Aescape. Using AI robotics, the company provides a precise, consistent, fully automated bodywork experience.

In this episode, we discuss Aescape's seven-year journey to launch.

We also cover:

• Partnering with Equinox • The future of human-robot interactions • Creating an on-demand massage marketplace

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Aescape's Website: https://www.aescape.com/ Become an Aescape Partner: https://www.aescape.com/partner

- 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) Why AI robotics and massages? (03:21) Challenges in developing Aescape (08:10) How the robotic massages work (12:26) Designing the robotic arms (17:05) Safety and user comfort (19:25) Business model (22:15) Rollout and partnerships (25:27) Future of human-robot interactions (27:11) Roadmap (28:34) Conclusion

Today, I'm joined by Cheryl Sew Hoy, Founder & CEO of Tiny Health.

Designed for moms and infants, Tiny Health's comprehensive microbiome tests aim to improve immune systems and prevent chronic disease. In growth mode, it secured $8.5M last month.

In this episode, we discuss the company's family-focused approach to gut health.

We also cover:

• How the gut impacts infant well-being • Tiny's future plans for pet microbiome tests • The relationship between daily environment and microbiome

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Tiny Health's Website: https://www.tinyhealth.com/ Tiny Health's B2B Website: https://www.poweredbytiny.com/ Tiny Health's IG: https://www.instagram.com/tiny.health/

- 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 (01:18) Microbiome testing for babies (03:33) Cheryl's personal journey and motivation for starting Tiny Health (08:00) Initial due diligence process (12:06) Challenges in developing the microbiome test (15:57) Democratizing access to health data (20:30) Measuring gut health improvements (21:03) Baby gut types (23:14) Timing and frequency of testing (27:03) Environmental impact on gut health (28:37) Transparency and science in microbiome testing (32:09) Building trust with consumers (37:13) Company vision (40:23) Upcoming roadmap (41:24) Conclusion

Today, I'm joined by Krystal Zell, CEO of Tonal.

After raising $130M last year, Tonal is recalibrating. Doubling down on hyper-personalized at-home fitness, it's leveraging AI to make its hardware smarter than ever.

In this episode, we discuss the company's intelligent strength training system in depth.

We also cover:

Bringing strength training to new audiences Building a profitable and sustainable business Creating and scaling truly personalized workouts

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Tonal's Website: https://www.tonal.com/ Krystal's Email: [email protected] Tonal's FB: https://www.facebook.com/TonalStrong Tonal's IG: https://www.instagram.com/tonal

- 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) Krystal's experience at Tonal (03:27) Balancing growth and profitability (08:47) Motivation for joining Tonal (12:39) Expanding into new audiences (16:29) Partnerships and distribution strategy (18:16) Messaging and branding evolution (20:43) Changing perceptions about strength training (24:12) AI, personalization, and data-driven experience (28:34) Interoperability and data integration (30:38) Future roadmap (32:31) Consolidation in the industry (35:06) Building a profitable and sustainable business (37:58) Conclusion

Today, I'm joined by Samantha Citro Alexander, co-founder & CEO of bitewell.

Streamlining food as medicine, bitewell combines nutrition education with insurance-subsidized grocery shopping and delivery. Partnering with employers and providers, the company is on a mission to make healthy eating healthcare's first line of defense.

In this episode, we talk about the company's digital food "farmacy."

We also cover:

• Food insecurity vs. nutrition insecurity • bitewell's approach to making food as medicine mainstream • How employers, health plans, policymakers, and startups can transform well-being

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bitewell's Website: https://www.bitewell.com/ Samantha's LinkedIn: https://www.linkedin.com/in/samanthacitro/

- 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 (01:57) bitewell's origin story (04:05) Employer and health plan involvement (08:36) Food as medicine (16:56) Customizable engagement program (20:29) Food Insecurity vs. Nutrition Insecurity (25:24) Logistics and infrastructure (27:22) Challenges with the food system and healthcare (30:28) Influencing change and bitewell's mission driven work (33:23) Shifting incentives and teaming up as an industry (35:59) Future Plans and Partnerships (37:36) Conclusion

Today, I'm joined by Brian Kirkbride, co-founder & co-CEO of FitLab.

An experienced founder, Fortune 500 exec, and investor, Brian oversees the company's 11-brand portfolio of studios, equipment, and experiences — including Assault Fitness, XPT, Ragnar, and McGregor FAST. Scaling up FitLab is pushing expansion.

In this episode, we discuss the company's integrated lifestyle platform. We also cover:

• Acquiring vs. building companies • Partnering with Nike to launch boutique studios • Uniting memberships and experiences across portfolio brands

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FitLab's Website: https://www.fitlab.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 (00:40) The FitLab state of the union (02:04) FitLab's vision (11:53) Decision-making processes for acquiring, partnering, or building new brands (16:53) Progress towards achieving a fully integrated system (19:05) Fitness industry future and challenges (24:02) Consolidation, integration, scaling, and execution (27:36) Partnership with Nike (34:15) Nike's training and running studios (37:31) Nike's digital fitness initiatives (40:12) Wearable data and integration (43:52) Holistic health and preventative care (46:11) Future roadmap (48:47) Conclusion

Today, I'm joined by Amanda Rees, co-founder & CEO of Bold.

A fitness-based approach to healthy aging, Bold's personalized exercise programs help older adults build strength, ease pain, and prevent falls. Partnering with Medicare, the platform aims to replace musculoskeletal disability with lifelong vitality.

In this episode, we talk about tailoring fitness to an underserved demographic.

We also cover:

• Amanda's experience as a caregiver and fitness instructor • The importance of fall prevention for seniors • Bold's partnership with Medicare

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

Bold's Website: https://agebold.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 (01:39) Bold founding story (07:55) The Bold platform (10:49) Instructor expertise and engagement (12:42) Technology and personalization (16:52) Simplifying fitness for older adults (20:49) Challenges with healthcare business models (23:04) Partnership with health plans (23:57) Balance training (26:03) Engagement strategies with health plans (27:40) Adapting to diverse populations (29:02) Movement as medicine (32:10) Shift towards healthspan and longevity (33:55) Future roadmap (35:48) Conclusion

Today, I'm joined by James McMaster, CEO of Huel.

Hacking meal prep, Huel wants to simplify healthy eating on the go. Catering to time-strapped consumers, the brand makes nutritionally complete instant meals, drinks, and powders.

In this episode, we discuss the company's mission to replace junk food, reduce waste, and make healthy options affordable.

We also cover:

• Creating a lifestyle brand rather than a product • Evolving from a single powdered shake to multiple SKUs • Huel's customer obsession and commitment to sustainability

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Huel's Website: https://huel.com/ Huel's IG: https://www.instagram.com/huel/

- 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 (01:46) Founding of Huel (03:20) Evolution of Huel's product range (05:07) Brand values (07:06) Differentiation strategy (09:17) Consumer motivations for using Huel (11:08) Inflection points in Huel's growth (14:00) Transition to omnichannel business (17:44) Customer acquisition and word of mouth (19:07) Organic marketing and brand loyalty (20:29) Safety testing and ingredient transparency (23:20) Creating a global brand (25:30) Competitive landscape (28:02) How to combat unhealthy lifestyle trends (31:06) Optimism in the health and wellness space (32:49) Future roadmap (33:29) Conclusion

Today, I'm joined by Jeff Byers, CEO of Momentous.

Raising the bar on quality, Momentous makes science-backed supplements for high-performers. Trusted by the US military and pro sports teams, its products are transparently sourced, third-party tested, and NSF-certified.

In this episode, we talk about fixing the flawed supplement industry. We also cover:

• Prioritizing product quality over variety • Rebuilding culture after an acquisition • Consolidation within the industry

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

Momentous' Website: https://www.livemomentous.com/ Momentous' YT: https://www.youtube.com/@live.momentous Momentous' LinkedIn: https://www.linkedin.com/company/livemomentous/ Jeff's LinkedIn: https://www.linkedin.com/in/jeff-byers-06726331/

- 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) Jeff's background (03:17) Amp Human's journey and acquisition of Momentous (08:28) Challenges of merging two companies (12:38) Exploring acquisitions and financing challenges (15:45) Equity deal and investor alignment (19:24) Rebuilding company culture post-acquisition (23:15) Momentous' mission to democratize high performance (26:30) How to build successful partnerships (32:24) Aligning partnership incentives (37:31) Redefining the supplement space (38:55) Momentous' product portfolio strategy (41:52) Avoiding distractions by creating strategic partnerships (43:25) Providing quality and transparency in the supplement industry (46:00) Conclusion