Fitt Insider

August 13, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Viome acquires Circulate Health, launching Viome Pro and adding treatment capability to its diagnostics and nutrition platform across 200+ clinics
• Clair Health partners with Mayo Clinic Platform_Accelerate to clinically validate its continuous hormone and symptom monitoring wearable, launching in November
• Oura signs tennis stars Coco Gauff and Taylor Fritz as brand ambassadors ahead of the US Open, adding to partnerships with soccer stars Harry Kane and Declan Rice

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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Work with our recruiting firm → https://talent.fitt.co/

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Reach out → [email protected]

August 12, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Hims CEO Andrew Dudum says the company plans to offer approved peptides by year-end, leveraging 19% subscriber growth to 2.9 million as a distribution channel
• Abbott's Lingo glucose data integrates with Google Health's AI Coach, joining Abbott's Whoop investment and Lilly's Oura stake in the race to connect health data
• AWS becomes Novo Nordisk's strategic AI partner, launching a joint hub as Amazon's Bio Discovery platform accelerates drug development alongside NVIDIA and OpenAI

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]

August 11, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• An AI agent booking a gym class found a vulnerability and bypassed the system unprompted, signaling wellness platforms need to build for AI agents alongside humans
• AG1 launches Essentials Gummies packing 50 vitamins and minerals, diversifying beyond greens powder as it hunts for its next breakout SKU
• UC Davis finds 89% of tested products labeled avocado oil actually contain other oils, raising transparency concerns as consumers pay a premium to eat healthier

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]

Today, I'm joined by Miranda Nover, co-founder & CEO of Fort.

The first wearable designed specifically for strength training, Fort uses motion and optical sensors to detect exercises, track physiological impact, and provide recovery insights.

In this episode, we discuss scaling strength intelligence.

We also cover:

• Fort's 12–24-month roadmap
• Why nobody has solved strength training
• Early EMG and near-infrared experiments

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

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

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

Website: www.fort.cx

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

Waitlist: Sign up at https://www.instagram.com/fortwearable

Miranda on X (Twitter): https://x.com/mirandanover

The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem 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

(00:47) Fort overview and mission

(02:00) Strength training wearable differentiation

(02:25) How Fort arrived at the concept

(03:45) Why nobody solved this before

(04:48) The sensor journey

(05:57) EMG and near-infrared experiments

(06:22) Why wrist-worn motion won

(07:30) Defense against incumbents

(08:00) Hardware vs. app ecosystem

(09:15) Design and aesthetics matter

(10:45) Mainstreaming strength metrics

(12:15) Training load and recovery insights

(14:00) Strength adoption trajectory

(17:50) Data infrastructure challenge

(20:30) Training data collection

(23:45) Coaching and AI integration

(27:20) Beyond fitness coaching

(28:46) Community-building focus

(31:00) 12–24 month roadmap

(33:04) Long-term product vision

(33:40) Where to follow

(33:55) Conclusion

August 7, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Bank of America spends $250M+ annually on GLP-1s, roughly 13% of its healthcare budget, as employers reframe the drugs as a productivity investment

• Peloton posts its first-ever annual net profit after a years-long turnaround, though weaker guidance on soft hardware demand sent shares lower

• Planet Fitness lowers its profit outlook on slower member sign-ups, betting a potential wave of oral GLP-1 users could drive new gym growth

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]

August 6, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Hinge Health acquires Cylinder Health for $105M, expanding into gastrointestinal care to become a multi-condition platform across interconnected chronic conditions
• Dwyane Wade partners with Cann to launch a low-dose THC beverage inspired by his golf routine, joining athletes betting on functional cannabis
• Running becomes a premium lifestyle as runners spend nearly $1,500 annually on gear and races, with brands monetizing identity and status

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]

August 5, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• P&G acquires supplement maker Thorne for $3.8B, adding the practitioner-trusted brand to a portfolio that includes Metamucil and Wonderbelly
• Cleveland Clinic launches the first long-term drone prescription delivery program at a US health system, partnering with Zipline as healthcare competes on convenience
• World1 launches microsports, 30-second mobile-first competitions backed by Mark Cuban, betting short-form content will reshape how younger audiences consume sports

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]

August 4, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Mayo Clinic publishes studies advancing the science of senescent "zombie" cells, identifying new biomarkers of biological aging to build the foundation for targeted longevity therapies
• Apple reportedly positions future smart glasses as a health and fitness device, hiring a product leader to extend its wearables health strategy beyond the Apple Watch
• Nike launches Hybrid, a new footwear platform built for hybrid training and racing, signaling long-term investment in fitness's fastest-growing category

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]

Today, I'm joined by Bobby Bitton, co-founder and CEO of O Positiv.

Addressing topics like PMS, vaginal health, and pregnancy, O Positiv's supplements tackle generational taboos to address women's needs from first period to postmenopause.

In this episode, we discuss building a category-defining women's health brand.

We also cover:

• Why going deeper beats going wider
• Scaling from DTC to omnichannel retail
• Winning with TikTok Shop and creator-led marketing

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

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

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

O Positiv's Website: https://opositiv.com/

Instagram: www.instagram.com/opositiv/

Tiktok: www.tiktok.com/@opositiv

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The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem 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

(00:28) O Positiv overview

(02:27) Co-founder dynamics

(04:12) Getting their start

(05:01) Flow product and PMS relief

(05:50) Brand voice and approach

(07:30) Split talent and domain expertise

(08:20) Company scale and revenue

(09:35) Category leadership

(10:40) White space strategy

(15:00) Product innovation pipeline

(18:20) Retail expansion and partnerships

(20:30) Profitability trajectory

(21:35) Marketing evolution

(23:00) DTC to omnichannel shift

(25:15) Measuring incrementality

(30:00) Deeper not wider strategy

(31:45) Focus and team clarity

(32:25) Where to find

(33:49) Conclusion

July 31, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Function Health secures $450M non-dilutive financing from General Catalyst, using diagnostics as the entry point to build a continuous preventive health platform
• Spotify introduces Running Mode, an AI-powered experience creating personalized running playlists with coaching prompts as platforms compete on fitness engagement
• The FTC, joined by California and Utah, sues Hims & Hers over health data sharing and subscription practices, which the company denies and plans to fight

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

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

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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

Reach out → [email protected]