Fitt Insider, a media brand for the fitness and wellness industry, is a good example of the type of media brand that hits on many of the current trends in the industry:

• Niche. The fitness and broader wellness industry is a growing area that will only expand.
• B2B.  The most robust media models are B2B or targeting influential audiences with similar approaches.
• Direct. Fitt relies on podcasts for engagement and its 100,000 email subscriber list for audience data and a direct connection. 
• Organic. Too many newsletters are growth hacked. Fitt Insider has traded slower growth for a quality list that has open rates near 75%.
• Expertise. Fitt Insider’s founders, Anthony and Joe Venare, are fitness industry experts, having owned gyms and invested in the space.
• Media flywheel. The best media models tend to make most of their money in media-adjacent areas. For Fitt, this is through its recruiting and consulting arms.

Anthony Vennare joined me on The Rebooting Show to break down the Fitt Insider model, and how he views media more expansively. That’s led him to forgo the typical ads and marketing heavy approaches to monetization.