Fitt Insider

Today I'm joined by Ed Buckley, CEO of FitOn Health, a wellness benefits platform for employers and health plans.

On a mission to bridge healthcare and fitness, Ed founded corporate wellness platform Peerfit in 2011 — connecting people with quality digital health content and in-person fitness classes. FitOn acquired Peerfit in 2022, launching FitOn Health and breaking into B2B.

In this episode, we discuss the company's approach to serving customers, employers, and health plans. Plus we cover the impact of weight loss drugs and a challenging fundraising market on the fitness industry.

In this episode, you'll learn:

• How the Peerfit acquisition played into FitOn's strategy • The benefits of vertically integrating with a well-resourced company • Why Medicare reimbursement guidelines impact wellness trends and funding

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FitOn App: https://fitonapp.com/ FitOn Health Website: https://www.fitonhealth.com/ -

The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (01:22) Ed's role as CEO of FitOn Health (03:17) Decision to merge with FitOn (08:21) Benefits of merging with FitOn (10:08) B2B side has grown 100% in revenue in a year and a half (13:15) Metrics FitOn optimizes for on the digital side (16:08) FitOn's ability to produce customized content for health plans (17:11) Collaboration with celebrities like Gabrielle Union and Giada De Laurentiis (18:26) Constant innovation and execution as a selling point (19:51) Wide variety of content categories on the platform (22:59) Investment in condition management and nutrition services (24:25) Focus on healthcare and outcome-based reimbursement (27:09) Need to connect nutrition, exercise, and healthcare for incentives (29:02) Trend of GLP-1 weight loss drugs impacting healthcare reimbursements (30:15) Behavior change is the key for sustained health improvements (32:54) Market leaders in adjacent categories may merge (34:39) Funding in digital health has slowed down, leading to acquisitions (38:19) The impact of Medicare funding on the healthcare industry (38:40) Medicare's reduction in reimbursement levels (40:15) YMCA and Medicare example (45:40) Conclusion

Today, I'm joined by Garrett Marshall, president of digital fitness platform Xponential+. Part of Xponential Fitness, Xponential+ hosts streaming classes from the company's portfolio of boutique studio brands — including Rumble Boxing, Club Pilates, and Row House.

Reimagining at-home fitness, Xponential+ is also partnering with Meta to make VR workouts mainstream.

In this episode, we discuss the challenge of repackaging physical classes in digital form. Plus, we talk VR technology, navigating industry hype cycles, and why in-person workouts remain the gold standard.

In this episode, you'll learn:

• What to expect from the company's Meta partnership • How Xponential+ supports the Xponential Fitness universe • Why personalization beats quantity when it comes to content

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

Xponential+ Website: https://www.xponential.plus/ Garrett's LinkedIn: https://www.linkedin.com/in/garrettmarshall/ Garrett's Website: https://www.instagram.com/xponentialplus/

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (01:19) Background on Garrett and Xponential+ (08:23) Challenges and tradeoffs of the digital platform with their physical studio franchises (11:19) The role of in-person and digital fitness during and post COVID (14:36) Leveraging Xponential's brands and recreating the studio experience in the digital platform (18:02) The evolving landscape of digital fitness and the shift in competitive factors (22:34) The role of personalization in digital fitness (24:59) Challenges in getting people to work out at home and use the platform consistently (30:33) Partnership with Meta and the Future of VR Fitness (33:27) The role of AR and VR in the fitness industry (38:26) The potential of VR and AR technology in the mainstream (45:05) Will AR/VR replace in person fitness classes? (48:47) Conclusion

Today I'm joined by Sam Jactel, founder and CEO of Ayble Health, a digital GI care platform.

Sam's lifelong battle with inflammatory bowel disease fueled him to design better solutions for gut health sufferers. Frustrated by ineffective treatments, he founded Ayble Health — combining personalized AI-powered gut health plans with human coaches for guidance.

In this episode, Sam shares how his health journey led him to launch Ayble. Plus, we discuss the mind-gut axis and the future of patient-driven healthcare.

In this episode, you'll learn:

• An overview of GI issues and how they interfere with daily life • Ayble' Health's B2B2C approach to working with health clinics and employers • Patient sentiment around human coaches for support and accountability

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

Ayble Health's Website: https://www.ayblehealth.com/ Ayble Health's LinkedIn: https://www.linkedin.com/company/ayble-health/

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (03:08) Differentiating between gut health, digestive health, and gastroenterology (06:15) Ayble Health origin story (10:53) The elimination diet process (12:13) Providing access to care and tools for managing conditions (14:41) Democratizing access to good science (22:21) The Mayo Clinic partnership (25:35) Utilizing machine learning for personalized GI care plans (32:04) Future roadmap (35:37) Conclusion

Today, I'm joined by Andrew Sugerman, CEO of Centr, a global fitness brand pairing personalized digital content with state-of-the-art gym equipment.

Founded by Chris Hemsworth, Centr's omnichannel ecosystem offers custom workouts, meal plans, mindfulness programs, and more. Leveraging his experience leading content and partnerships at Disney, Andrew has scaled the brand to new heights, inking deals with big box retailers like Hyrox and Walmart.

In this episode, we break down the company's integrated digital and physical strategy. Plus we talk working with Chris Hemsworth and expanding into IRL experiences.

In this episode, you'll learn:

• Merging Centr and Inspire Fitness • Why Centr is partnering with Hyrox and Walmart • Chris Hemsworth's role in strategy development and day to day • Andrew's thoughts on the potential of mixed reality in health and wellness

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

Centr's Website: https://centr.com/ Centr's IG: https://www.instagram.com/CentrFit/ Chris Hemsworth's IG: https://www.instagram.com/p/Cxblo28LBRw/ Find Centr fitness equipment at your local Walmart and other retailers!

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (01:39) Andrew's background (03:23) Integration of digital content with physical equipment (05:05) Centr and Inspire Fitness joining forces (08:46) New partnerships with Hyrox and Walmart (12:56) Expanding retail reach (15:12) Chris Hemsworth's involvement in the business (21:57) 4 M's of content that Centr focuses on (23:26) Deepening personalized content (27:19) Opportunities for Mixed Reality (33:06) The partnership with Hyrox and comparison to CrossFit (35:02) Making holistic health accessible for all and growth opportunities (37:06) Physical events and community engagement (38:29) Conclusion

Today, I'm joined by Tom Dowd, CEO of F45 Training, a studio franchise built on high-intensity functional group workouts.

Founded in 2012, F45's early success skyrocketed it to 2200+ franchises and a 2021 IPO, before financial troubles hit. Now, investor Tom Dowd has stepped in as CEO, leveraging experience as an executive at GNC and Performance Inspired Nutrition to steer the course.

In this episode, we discuss how the company's recent challenges — including layoffs, a leadership shakeup, and financial struggles — led to Tom assuming the CEO role. Plus, he shares his back-to-basics approach to turning the business around.

In this episode, you'll learn:

• Why F45 faced financial struggles the past few years • Tom's leadership philosophy and plans to push F45 to new heights • About Mark Wahlberg's involvement as investor and Chief Branding Officer

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

F45 Training Website: https://f45training.com/ F45 Training IG: https://www.instagram.com/f45_training/ Tom's IG: https://www.instagram.com/bigdealdowd/ Mark Wahlberg's IG: https://www.instagram.com/markwahlberg/

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (01:52) Investing in F45 with Mark Wahlberg (03:52) Taking over the CEO role (07:19) F45's financial and strategic challenges when Tom took over (11:43) Tom's operating and growth philosophy (14:56) Balancing internal strategy and wall street metrics (19:49) Executing the basics and getting buy-in from employees and franchisees (21:28) The importance of brand recognition (23:06) The success of their pilates concepts (26:46) Expansion of trending concepts (31:16) Potential additional revenue streams and partnerships (33:38) Considering going from a public company back to private (35:29) Future plans and growth (37:00) Conclusion

Today, I'm joined by Jonathan Neman, co-founder and CEO of Sweetgreen, a fast casual chain serving fresh meals with transparently-sourced ingredients.

Studying abroad in Australia, Jonathan noticed the country had managed to make healthy eating cool. So in 2007, he set on a mission to recreate that sentiment overseas — launching Sweetgreen to make salad mainstream. Sixteen years later, the restaurant has 220 locations and a recently expanded menu featuring protein-rich plates.

In this episode, we break down the strategy behind Sweetgreen's reinvention of fast food. Plus, we discuss how food systems, government policy, and healthcare complicate what we eat.

In this episode, you'll learn:

• How Sweetgreen leveraged branding and marketing to stand out • The role of automation and technology in Sweetgreen's daily operations • Jonathan's views on health and making fresh, local meals more accessible

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

Sweetgreen Website: https://www.sweetgreen.com/ Sweetgreen IG: https://www.instagram.com/sweetgreen/ Jonathan's Twitter/X: https://twitter.com/JonnyNemo

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (01:21) The state of Sweetgreen (04:37) Founding story (08:24) The challenges of building Sweetgreen (11:13) The significance of quality and transparency in sourcing (13:28) Maintaining quality at scale (15:22) Using technology and automation to improve efficiency and maintain food ethos (22:17) The brand's cultural relevance (27:16) The challenge of pricing and accessibility (29:44) Future roadmap (33:44) Jonathan's four stages of designing a successful food business (35:53) The true cost of food and potential lobbying (38:56) Expanding Sweetgreen's menu with Protein Plates (40:02) Conclusion

Today, I'm joined by Cameron Falloon, founder of Body Fit Training, an Australian fitness franchise scaling progressive, strength-based group training.

After training pro athletes for 30 years, Cameron wanted to recreate structured conditioning for weekend warriors. He launched Body Fit Training in 2017 — packaging resistance, cardio, and functional movement in guided 8-10 week programs. Since then, the company has added over 450 locations, 60K members, and partnerships with Xponential Fitness and Hyrox.

In this episode, we discuss the company's progressive, results-driven approach to group fitness. Plus, we cover Xponential Fitness's acquisition of BFT and Cam's goals for international growth.

In this episode, you'll learn:

• Why traditional studio business models hinder consistency • How Cameron sees AI impacting group fitness and personal training • What BFT's deal with Xponential Fitness means for the company's future

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

BFT Website: https://www.bodyfittraining.com/ BFT IG: https://www.instagram.com/bft_global/ Cameron's Email: [email protected]

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (01:25) Philosophy behind Body Fit Training (05:30) Programming challenges in group fitness (09:07) The challenges of starting a franchise business (09:53) The origin of functional fitness in Australia (11:52) Shifting focus to best practices in the fitness industry (17:45) The key factors in a franchise business (18:50) Implementing high performance philosophy in group fitness (20:16) Consistency as a challenge and opportunity in fitness industry (26:14) The motivation behind starting Body Fit Training (28:15) The acquisition partnership with Xponential Fitness (33:59) Future growth and partnerships (37:24) Using technology and AI to enhance the member experience (39:55) The future role of human coaches in the fitness industry (42:28) Conclusion

Today, I'm joined by James Williams, CEO of Mayweather Boxing + Fitness, a boutique studio franchise with classes modeled on Floyd Mayweather Jr.'s training regimen.

No stranger to celebrity brand building, James previously advised on Beyonce's Ivy Park line and co-founded a lifestyle brand with Laird Hamilton. Now, he's growing Mayweather Boxing + Fitness into a generational name.

In this episode, we discuss teaming with Mayweather to capture demand for boutique boxing. Plus, he shares his vision for expanding on 75 existing locations with consumer products, VR workouts, and more.

In this episode, you'll learn:

• What Floyd's role is in the company • Keys to a successful celebrity partnership • Mayweather Boxing + Fitness's sustainable marketing strategies

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

Mayweather Boxing + Fitness Website: https://mayweather.fit/ Mayweather Boxing + Fitness Franchising Website: https://mayweatherfranchise.com/ Mayweather Boxing + Fitness IG: https://www.instagram.com/mayweatherboxingfitness/ Floyd Mayweather's IG: https://www.instagram.com/floydmayweather/

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters: (00:00) Introduction (01:53) James Williams background (04:57) About Mayweather Boxing + Fitness Franchise (08:41) Marketing strategy and building the brand (12:02) Leveraging celebrity endorsements and social media channels for business growth (13:43) Floyd Mayweather's Jr's business approach (17:59) Creating a boutique fitness concept (22:10) Maintaining product authenticity instead of chasing trends (24:01) Fitness franchise growth and expansion (26:52) Expanding through new business lines (31:28) Growth Strategies (34:36) Talent acquisition and recruitment for the company (36:51) Conclusion

Today, I'm joined by Jeffrey Kaditz, founder & CEO of Q Bio, a company democratizing personalized preventive health with streamlined whole-body MRI's and digital twin technology.

An engineer and serial entrepreneur, Jeffrey's tackled everything from fintech to mobile gaming. Now, he's revolutionizing healthcare at Q Bio, building a platform that promises to help doctors detect disease and diagnose root causes early.

In this episode, we discuss the company's clinical digital twin technology. Plus, Jeffrey shares his vision for making the Star Trek Medbay a reality and talks us through an automated physical exam of the future.

In this episode, you'll learn:

• Why Q Bio is more than an elective whole-body MRI company • What Jeffrey sees as the biggest bottleneck in preventive healthcare • How the company's machine-learning technology predicts health over time

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

Q Bio's Website: https://www.q.bio/

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters:

(00:00) Introduction (01:09) Q Bio and its mission (03:53) Gathering and measuring human body data in a cost efficient manner (06:24) The possibility of fully automated physical exams in the near future (08:01) Challenges with interpreting and utilizing large amounts of health data (09:34) Developing a software platform to integrate health information (11:23) MRI scans are not currently financially feasible for the average person (13:54) Building a solution to replace MRI's (15:42) The challenges of current whole body MRI technology (18:00) What the Q scan looks like today, and what it will look like in the future (19:44) Biochemical analysis is the bottleneck of cost and quick results (22:58) Q Bio's business model (24:43) Quantifying change in the human body (26:16) D2C or partner with healthcare facilities/companies? (28:57) Creating a solution that is more scalable and affordable than MRI's (30:02) Estimated cost of a Gemini scan today (30:51) Estimated timeline for when Q Bio will be accessible to everyone (32:50) Future vision and current science bottlenecks of the Gemini scan (34:07) Is automated personalized preventive health a possibility? (37:03) Other problems that if solved would dramatically improve healthcare (37:49) What's on the horizon for Q Bio and where to follow along (38:48) Conclusion

Today, I'm joined by Jesse Itzler, serial entrepreneur, NYT bestselling author, and co-owner of the Atlanta Hawks.

Jesse's success crosses industries, with past exits including Zico Coconut Water, Alphabet City Sports Records, and Marquis Jet.

Now, he's leveraging his love of endurance sports to scale his two latest ventures, apparel line All Day Running Co. and event company 29029 — both highlighting physical challenge as a force for transformation.

In this episode, Jesse discusses prioritizing health, forging community, and sharing his experiences with others. Plus, we discuss how his own values have evolved over time.

In this episode, you'll learn:

Jesse's reflections on founding, running, and selling five companies How a lifelong focus on health and wellness has kept him energized What motivated him to start his running and endurance event businesses

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

Jesse's Website: https://jesseitzler.com/ Jesse's IG: https://www.instagram.com/jesseitzler/?hl=en All Day Run Co Website: https://www.alldayrunningco.com/ Running Man Festival: https://www.alldayrunningco.com/pages/runningman 29029 Website: https://29029everesting.com/

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The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they're creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor

Chapters:

(00:00) Introduction

(01:15) Jesse's background as a serial entrepreneur

(02:35) Being an entrepreneur and maintaining a healthy lifestyle

(04:16) Achieving success without sacrificing health

(08:22) Modern accessibility to health and wellness information

(09:33) Identify what healthy habits work for you

(11:40) Jesse's diverse set of experiences

(17:23) Your unique experience is your expertise

(19:16) Maintaining motivation after achieving success

(20:54) Jesse's mission to build community and outdoor events

(26:52) Community building

(30:24) Jesse's hiring approach as his life progresses

(34:09) Future road map

(36:43) Conclusion