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Today's top stories: Calley Means, a key architect of the MAHA movement, resigns from the Trump administration as food policy efforts stall WILDE raises $40M from S2G Investments for chicken-based protein chips, selling in 30,000+ retailers with $100M+ in sales last year Nirva raises $25M for an AI pendant as wearable makers turn health devices into jewelry people want to wear 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]

October 22, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: NFL partners with General Atlantic to launch a sports investment platform, building on a 46-company portfolio that includes Fanatics and CLEAR OpenAI's venture arm and Founders Fund back Coherence Neuro's $45M seed round for brain implants designed to detect and treat cancer Hims expands testosterone care with injectable and oral options, scaling faster than any specialty outside weight loss 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]

October 21, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Oura adds Cardio Effort and VO₂ max metrics to compete more directly in fitness tracking beyond sleep and recovery TikTok blocks searches for peptides like semaglutide, BPC-157, and TB-500 as peptide content spreads across social media Orangetheory's US footprint falls by about 135 studios since 2023, though industry visits remain strong as consumers mix formats 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]

October 20, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Trump signs an executive order creating an NIH women's health division and White House task force, though the effort faces questions over broader NIH funding cuts Mark Wahlberg's Municipal Gym brings clinical care to the big-box market, offering $99 blood work and epigenetic testing at a 32,000-square-foot Nevada opening this December Unravel Health raises funding for a palm-sized Micro Lab that analyzes saliva hormones at home in minutes, with early-access devices arriving in 2027 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 Cathrin Bowtell, CEO of Seed Health.   A microbiome science company, Seed Health translates cutting-edge research into daily supplements designed to optimize gut health and overall wellness.   In this episode, we discuss building a CPG brand around microbiome science.   We also cover: Expanding to Amazon and Target Developing proprietary dual-cap delivery Clinical studies and efficacy as competitive moats   Subscribe to the podcast → insider.fitt.co/podcast  Subscribe to our newsletter → insider.fitt.co/subscribe  Follow us on LinkedIn → linkedin.com/company/fittinsider    Seed's Website: www.seed.com  Seed on Instagram: https://www.instagram.com/seed    -   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 (01:30) Cathrin's background (03:00) Microbiome conviction; founding story (04:00) From DTC to omnichannel (07:00) Meeting consumers where they are (09:00) Retail expansion strategy (11:00) Amazon and Target launch (13:00) Data and attribution (15:45) Science translator positioning (17:00) Category and competition (20:00) Product efficacy and studies (23:30) Product portfolio strategy (26:00) Synbiotics and co-biotics (28:00) Culture and team investment (32:00) What's coming next  (33:30) Conclusion

October 16, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Reservoir launches an immune cell banking service built by Cellino, letting people freeze and store their own cells for potential future therapies Lume Health unveils a sweat-based wearable that continuously tracks hormones, starting with cortisol, with 25,000 people on its waitlist Aescape teams up with Tom Brady on the Brady Protocol, a 30-minute robotic deep-tissue massage built around his recovery routine 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]

October 15, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Function partners with Google Health to combine lab results with wearable data and AI coaching in the Google Health app this fall Future adds DEXA scans through BodySpec in 15 markets, with beta members who scanned averaging 5.8 weekly workouts versus 3.7 ROSE launches a $399 home water test screening 100+ contaminants, with an environmental biomarker product planned for early 2027 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]

October 14, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Collective X Health emerges from stealth with $3.2M to license a research-backed women's health data layer to wearable and performance brands HYROX partners with Sweatpals to keep athletes engaged between races across its 20,000 affiliate gyms and 107 events Protein soda brand PRODA adds Justin Timberlake, Jessica Biel, and Joey Gonzalez as co-founders ahead of national expansion 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]

October 13, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Sava raises $36M Series B led by Ascensia Diabetes Care to bring a microneedle continuous glucose monitor to market Google Health partners with Flo Health to sync cycle tracking with Fitbit data for 80M+ monthly users starting next year NFL invests in flag football as high school girls' participation jumps 48% to 100,000+ ahead of its 2028 Olympic debut 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 Keith Barlow, founder & CEO of XENOM.   A two-day, 10-event competition testing gymnastics, strength, and metabolic conditioning, XENOM is positioned as the mass-participation alternative to elite-only fitness competitions.   In this episode, we discuss building the "decathlon of fitness."   We also cover:   Partnering with CrossFit and HYROX Competitive fitness as a cultural phenomenon The business model behind large-scale fitness events   Subscribe to the podcast → insider.fitt.co/podcast  Subscribe to our newsletter → insider.fitt.co/subscribe  Follow us on LinkedIn → linkedin.com/company/fittinsider    XENOM's Website: https://www.xenom.global/  Instagram: https://www.instagram.com/xenomglobal/  Keith on Instagram: https://www.instagram.com/keith.barlow1/  Keith on LinkedIn: https://www.linkedin.com/in/keith-barlow-31490947/    -   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 (00:01) Keith's background (01:28) Founding story (02:03) HYROX founders partnership (05:02) CrossFit consumer vs. HYROX consumer (06:50) Event for everyday athletes (09:55) Partnership strategies (14:00) Venture pitch (18:51) Events, sponsorship, tickets (21:45) Event execution (25:45) Participation tiers and accessibility (28:30) Scoring system (31:19) Programming for affiliates, not just elite (34:00) 3–5-year vision (36:00) Where to find and follow XENOM (36:45) Conclusion

October 9, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Wally raises $25M Series A to grow from 15 to 100 dental locations, charging $249 a year for unlimited cleanings without insurance Outro Health raises $7M to scale its deprescribing platform, building personalized tapering plans for antidepressants and other long-term medications PepsiCo cuts its full-year earnings outlook as North American volume slips, even as it leans into protein, fiber, and zero-sugar products 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]

October 8, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: HYROX founders join XENOM as investors and board members, forming a partnership between two hybrid fitness competition brands Study of 1,000+ Australians links childhood cardiorespiratory fitness to a lower risk of adult depression, with a 20% lower rate among women Eli Lilly and Novo Nordisk data show GLP-1 patients had biological ages two to three years lower than placebo, pushing the drugs into the longevity race 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]

October 7, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: TJ Parker's General Medicine raises $120M to build a consumer layer for healthcare, treating care like ecommerce in a $5T market only 4% digitally penetrated Altro Health raises $7M to help fitness operators and medspas offer peptides, GLP-1s, and hormone therapy in-house, working with 500 businesses already True Food Kitchen files Chapter 11 and closes 12 restaurants, putting the wellness chain up for sale while 34 locations keep operating 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]

October 6, 2026: Your daily rundown of health and wellness news, in under 5 minutes. Today's top stories: Hiyo raises a $20M Series B led by Constellation Brands, pushing its nonalcoholic social tonics toward 13,000 retail doors Happy Health's smart ring gets FDA clearance for cuffless, calibrationless blood pressure, adding to its sleep apnea diagnosis Gym access is now the top lifestyle factor for Gen Z renters, with 32% willing to pay more to live near one 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 Frank Britt, CEO of Aescape.   Aescape's AI-powered bodywork tables turn millions of anatomical data points into a new layer of health intelligence — with plans for personalized "body scores" in the future.   In this episode, we discuss repositioning from robotic massage brand to body intelligence.   We also cover: Biomechanical blindness Pivoting from licensing to ownership model  Why recovery still gets just 2% of fitness dollars Subscribe to the podcast → insider.fitt.co/podcast  Subscribe to our newsletter → insider.fitt.co/subscribe  Follow us on LinkedIn → linkedin.com/company/fittinsider    Aescape's Website: www.aescape.com  Find a Table: https://app.aescape.com/locations  Aescape on Instagram: https://www.instagram.com/aescape    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 (00:42) Frank's background (01:48) Company pivot to body intelligence (03:15) Adaptive body therapy category (04:30) Business model shift (07:45) Personal health journey (10:15) Using Aescape in recovery (10:45) Tom Brady partnership (15:00) Body intelligence and data (18:00) The missing tissue data layer (19:45) Body score and FICO comparison (22:00) Data collection and analysis (23:00) Recovery compounding benefits (26:00) Supply drives demand model (28:45) Operator flexibility and models (31:30) Scorecarding and management (33:00) Data ownership and sharing (35:00) Subscription and access models (37:15) Home use and direct-to-consumer (40:15) Future sport-specific programs (41:15) Try the product importance (42:30) Conclusion