Fitt Insider

Today, I'm joined by Taylor Pemberton, co-founder & CEO of Superset, a turn-key operations platform for online health and fitness coaches.

With experience working at companies like AirBnB and Spotify, Taylor's passionate about applying tech's lean product design ethos to the fitness industry. The Superset app automates client payments, contracts, onboarding, programming, and more for seamless end-to-end user experience.

In this episode, we discuss how Taylor's background as an athlete and Big Tech designer informed his approach to building fitness-specific software tools. Plus, we discuss the company's growth strategy and path to product-market fit.

In this episode, you'll learn:

• Why being the first mover isn't always best • How Taylor turned his passions into a competitive business advantage • Superset's product-led growth strategy and decision to scale sustainably

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

Superset Website: https://www.supersetapp.com/ Superset IG: https://www.instagram.com/supersetapp/?hl=en

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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) Taylor's Background (03:23) Origin story of Superset (08:12) Taylor's learnings from product designing in Big Tech (11:22) Aligning the company mission with customer goals (14:19) Types of tools Superset provides health and fitness coaches (19:16) Less is more design philosophy (20:48) Platform-first approach (23:31) Scaling sustainably and not being the first mover (27:11) Ideal customer profile (31:13) Growth strategy and future roadmap (35:41) Conclusion

Today, I'm joined by Paris Wallace, founder & president of the National Cycling League (NCL), a co-ed professional league revolutionizing cycling's US presence.

Under Wallace's leadership, the NCL is leveraging technology, diversity, and community to cultivate a fandom of the future. This year, it kicked off its inaugural season with noteworthy backing from NBA player Kevin Durant, NFL player Jalen Ramsey, and DraftKings CEO Jason Robins, among others.

In this episode, we discuss the NCL's gender-equal approach, its strategies for engaging recreational cyclists in the metaverse, and plans to grow the sport in the US.

In this episode, you'll learn:

• The four key pillars for launching a successful sports league • How Paris is applying his learnings as a 2x-exited healthtech entrepreneur • The NCL's roadmap for building a diverse, values-oriented professional league

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

NCL's website: https://nclracing.com NCL's IG: https://www.instagram.com/nclracing

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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: (01:44) Paris' and the NCL's background (03:32) Identifying the opportunity to create a cycling league (06:34) NCL's 4 pillars of fandom (09:17) The rise of niche sports (13:07) Incorporating the metaverse into NCL (14:08) Making competitive cycling a feasible career (16:23) NCL race format and locations (21:05) The leagues business model (23:26) Founding a league with diversity, equality, and strong values (29:58) Improving access to cycling (33:40) Current track record and future roadmap (35:55) Conclusion

Today I'm joined by Shizu Okusa, founder and CEO of Apothékary, a supplements company rooted in East-meets-West wisdom.

After exiting her first business in 2019, Shizu set out to disrupt synthetic supplements by launching a platform that makes plant-medicine fun and accessible. Combining ancient ritual and modern science, Apothékary's adaptogenic blends trade chemical ingredients for clean herbal alternatives.

In this episode, we discuss Apothékary's East-meets-West ethos. Plus, we talk about bootstrapping growth, expanding into offline experiences, and developing science-backed supplements.

In this episode, you'll learn:

• What Shizu's learned being a repeat wellness entrepreneur • How Apothékary grew to $25M ARR sans venture funding • Apothékary's philosophy and process for product development

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

Apothékary's website: https://www.apothekary.co/ Apothékary's IG: https://www.instagram.com/apothekaryco/ Shizu'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: (01:34) Shizu's Background (04:20) Learnings as a 2nd time founder (07:37) Differentiation in a competitive industry (11:08) Apothékary's growth and capital strategy (15:46) Journey from $0 to $25MM ARR (18:49) Current product offerings (20:50) Apothékary's retail business (24:12) How consumers discover wellness products (26:40) Realizations from Shizu's 7 day Vipassana Meditation Retreat (30:04) Expanding into offline wellness experiences (34:14) Working with investors that trust your vision (36:56) Product development and clinical trials (40:38) Conclusion

Today, I'm joined by Joe Wicks, founder of The Body Coach, a global fitness media brand consisting of online classes, nutrition books, and a healthy living app.

A UK-based trainer and nutrition expert, Joe Wicks gained international acclaim for his approachable views on fitness and easy-to-follow programs. During the pandemic, Joe's live streamed YouTube workouts attracted audiences of 955K+, earning him a Guinness World Record and the honor of being knighted for his help keeping the UK healthy.

In this episode, he chats about expanding the brand beyond his social presence to build a holistic health app. Plus, we discuss the importance of authenticity, exercising for mental health, and helping kids get active.

In this episode, you'll learn:

• How Joe went from personal trainer to fitness entrepreneur • How he stayed motivated when only a few people came to his classes • The Body Coach's plan for helping millions learn to love exercise

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

The Body Coach App: https://www.thebodycoach.com/

The Body Coach YouTube: https://www.youtube.com/channel/UCAxW1XT0iEJo0TYlRfn6rYQ

Joe Wick's Documentary: https://www.primevideo.com/detail/Joe-Wicks-Facing-My-Childhood/0R469JAZEV2VR5NWG94ST78Z7H

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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 (01:50) The Body Coach's origin story and evolution (05:25) PE with Joe during the COVID lockdown (10:57) Balancing building a business and making a genuine impact (15:56) Combating burnout as the face of a business (20:14) The Body Coach app (23:11) Ad Read (26:03) Making fitness fun for everyone (30:31) Joe's difficult upbringing and how exercise helped his mental health (33:40) Joe's mission of getting more people to move (40:03) Advice for people building communities (44:13) Conclusion

Today, I'm joined by Dylan Beynon, founder & CEO of Mindbloom, a psychedelics-assisted therapy platform.

After discovering the transformative potential of psychedelics, Dylan Beynon founded Mindbloom to empower individuals to improve their mental and emotional well-being through guided psychedelic experiences, meditation, and coaching. Facilitated by trained guides, the telemedicine platform employs clinician-prescribed ketamine therapy to alleviate symptoms of depression, anxiety, and PTSD.

In this episode, we talk about barriers to care during a national mental health crisis. Plus, we explore navigating at-home psychedelic experiences and Mindbloom's plans should psilocybin (aka "magic mushrooms") become legal.

In this episode, you'll learn:

• How ketamine therapy radically changed the lives of Dylan and his family • The difficulties of working in heavily regulated industries • Mindbloom's therapy process and how they team up with mental healthcare providers

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

Mindbloom's Website: https://www.mindbloom.com/ Mindbloom's socials: @mindbloom Dylan's LinkedIn: https://www.linkedin.com/in/dylanbeynon/

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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 (01:34) About Mindbloom (03:44) Ketamine therapy (07:57) The mental health crisis (12:29) Treating mental illness with SSRIs vs. ketamine therapy (19:39) Healthcare professionals utilizing ketamine therapy at their practice (22:54) Regulatory considerations and challenges (28:04) Patient testimonials are the best marketing (30:51) Future roadmap (33:58) Improving treatments for mental illnesses (37:32) Views on legalization of psychedelic drugs (41:48) Key Takeaway (43:09) Conclusion

Today, I'm joined by Sam Polk, co-founder & CEO of Everytable, a food company making nutritious, made-from-scratch meals available at fast-food prices.

Sam Polk, a former Wall Street trader turned social entrepreneur, founded Everytable with the aim to address food inequality by providing affordable, convenient healthy meals to underserved communities. Upending the traditional restaurant model, the company uses centralized, chef-led kitchens to supply grab-and-go storefronts, commercial SmartFridges, and direct-to-consumer offerings.

In this episode, we learn about Everytable's variable pricing model that adjusts based on the median income level of the zip codes it serves. Sam also shares his views on preventative health and fixing the food system.

In this episode, you'll learn:

• Why the American food system is fundamentally broken • Everytable's hyper-efficient strategy to bring healthy meal prices down • Sam's plans to disrupt fast-food and advocate for food as 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

Everytable's Website: https://www.everytable.com/ Everytable's IG: https://www.instagram.com/foreverytable/ Everytable's TikTok: https://www.tiktok.com/@everytable Sam's LinkedIn: https://www.linkedin.com/in/polksam/ Sam'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 (01:49) About Everytable (03:56) Initial concept and evolution (08:36) Why people choose fast food over healthy food (10:40) Creating healthy meals at fast food prices (12:39) Evolution of food production (16:45) Driving prices for healthy meals down by optimizing production (23:14) Adjusting meal prices based on income levels of the community (25:56) Effectively solving health and wellness problems (28:53) Where healthcare and food meet (32:26) We know we should eat healthy, but it's hard to do (33:46) Everytable's marketing strategy (38:28) Long-term vision for the business (41:40) Conclusion

Today, I'm joined by John Mastrototaro, CEO of Movano Health, creators of the Evie Ring, a medical-grade health wearable for women.

With over 30 years of experience in the medical device field, John has spearheaded the development of the Evie Ring, a finger-worn wearable empowering women to monitor and improve their well-being with real-time insights and preventive health recommendations.

In this episode, we discuss the future of noninvasive health monitoring and the shift from wellness wearables to FDA-approved clinical platforms that could transform healthcare.

In this episode, you'll learn:

• Insights from John's experience in the medical device business • How Movano Health is differentiating the Evie Ring from other wearables on the market • The impact of its recent FDA filing on healthcare and consumers

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

The Evie Ring: https://eviering.com/ Evie Ring Blog: https://eviering.com/blogs/news Movano Health Website: https://movanohealth.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 (01:59) John's background (03:43) About Movano Health (05:52) Health wearables for women (09:24) Insights into the women's health market (10:36) Optimizing product to evolving health needs (14:02) Differentiating the Evie Ring (18:12) Competition in the healthcare wearable space (23:00) Current role of wearables in healthcare (28:41) Future of wearables in healthcare (32:49) Future Roadmap (37:18) Conclusion

Today, I'm joined by Gabi Lewis, co-founder & co-CEO of Magic Spoon, creator of better-for-you versions of childhood-favorite breakfast cereals.

Co-founding Magic Spoon, Gabi sought to redefine breakfast by combining his passion for nutritious innovation and delicious flavors, paving the way for a cereal renaissance that aligns with modern dietary preferences. With high-protein, low-carb, and keto-friendly offerings, the disruptive brand offers a healthier alternative to traditional cereals.

In this episode, we talk about "reinventing" cereal, the journey from DTC to omnichannel retail, and the dos and don'ts of influencer marketing.

In this episode, you'll learn:

• Gabi's transition from cricket protein to healthy cereal • How Magic Spoon leveraged Thrive Market's influencer marketing strategy • Why doubling down on your niche can be more impactful than diversifying your offerings

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

Magic Spoon's Website: https://magicspoon.com/ Also available on Amazon and at Target, Walmart, Kroger, Sprouts, and Albertsons.

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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 (01:40) Gabi's background (02:50) Consumer behavior related to food trends (05:47) Focusing on the health food industry (09:22) Creating cereal for the modern consumer (11:32) Building D2C online before going into retail (14:15) Marketing cereal to adults (17:00) Influencer marketing strategy (22:33) Podcast advertising playbook (26:03) Retail strategy (28:18) Marketing spend attribution (30:57) Double down on niche or diversify? (32:51) Choosing a large category and focusing on it without getting distracted (34:44) Current strategy and future roadmap (37:32) Risk of following trends (40:15) Developments in food and beverage space (42:46) Conclusion

Today, I'm joined by Philipp Roesch-Schlanderer, CEO of EGYM, a provider of smart workout solutions and equipment for health and fitness facilities.

After initially focusing on connected gym equipment, Munich-based EGYM has emerged as a leading fitness technology company delivering equipment, software, and programming to health clubs operators and employers worldwide. Through cutting-edge technology, data-driven fitness experiences, and principles of movement as medicine, Philipp's goal is to help make humanity healthier.

In this episode, we talk about how the company's smart equipment and software has evolved along with the fitness industry, including the role of technology, expanding the market, and integrating with healthcare.

In this episode, you'll learn:

• How EGYM weathered the pandemic and came out stronger on the other side • Phillipp's views on the fitness and gym industries past, present, and future • What's next for EGYM after landing a recent $225M round

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

EGYM's Website: https://egym.com/us Dana Milkie's LinkedIn: https://www.linkedin.com/in/dana-milkie-38ab47/

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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 (01:47) Philipp's background (04:09) Overview of EGYM (08:28) Providing a personalized fitness experience (10:01) Different segments of EGYM's business (13:47) User engagement and use of connected products (17:14) How their technology impacts trainers and physical therapists (20:05) Growth of the fitness industry (23:32) Aligning incentives to make people healthier (31:34) EGYM's product building philosophy (34:26) Challenges faced connecting gyms and healthcare (37:14) Convincing partners to invest in EGYM (40:18) At home fitness vs. going to the gym (44:21) Future roadmap (48:15) Conclusion

Today, I'm joined by Kyriakos Eleftheriou, co-founder & CEO of Terra, an API unifying health and fitness data from apps and wearables.

After developing an obsession with wearables and health data to improve his performance in the armed forces, Kyriakos realized there wasn't a solution to connect all his metrics in one place. Incubating the concept through Y Combinator and raising fresh funding, Terra's software now enables interoperability for numerous top brands.

In this episode, we discuss the company's mission to increase the utility of health data. Plus, we talk about what it takes to build a world-class team, culture, and product.

In this episode, you'll learn:

• How Terra helps wearable companies develop an app using its API • Wearables' evolving use cases in performance, fitness, and healthcare • Why Kyriakos spends the majority of his time interviewing and hiring new team members

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

Terra's Website: https://tryterra.co/ Terra's Twitter: https://twitter.com/TerraAPI Terra's LinkedIn: https://www.linkedin.com/company/terraapi/ Terra's Podcast: https://tryterra.co/podcast

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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 (01:51) Origin story of Terra (03:22) What Terra is and how it works (06:34) Creating value and scale (08:05) Utility of data collected using Terra (10:24) How company's use Terra's API to build health apps (12:16) Accessing dynamic data and integration of AI (14:40) Surprising use cases of Terra (18:31) Smartphone industry analogy (19:47) Utilizing wearable and health sensor data (23:52) Future of sensors in the market (27:16) Improving lives with health data and technology (29:30) Future roadmap of Terra (33:11) Identifying and hiring the best talent in the world (38:40) Having a consistent philosophy works (40:48) Focus areas of Terra: Revenue, Engagement, and Evolution (46:42) Conclusion