Fitt Insider

Today, I'm joined by Julia Nimocks, co-founder & CEO of Freaks of Nature. Co-founded with surf champion Kelly Slater, Freaks of Nature is building performance skincare for outdoor athletes — leveraging microbiome-driven formulations for skin longevity. In this episode, we discuss designing a technical skincare brand for the athletic consumer. We also cover: Why athletes are underserved in skincare Crafting microbiome-first formulations with PhD expertise Scaling lean with contractors over full-time employees 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.freaksofnature.com Instagram: https://www.instagram.com/freaksofnature___/ TikTok: https://www.tiktok.com/@freaksofnature___ - 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 (00:46) Julia's background and operator journey (01:19) From Billie to Freaks of Nature (02:20) Why skincare for outdoor athletes made sense (03:09) Building with the Squared Circles team (04:11) Core product portfolio and evolution (04:41) The white space in athletic skincare (05:52) Microbiome-driven formulation philosophy (06:44) Sunscreen and moisturizing serum as foundation (08:15) Expanding into deodorant category (10:45) Kelly Slater as co-founder and brand ambassador (13:15) Authenticity in athlete partnerships (15:45) Distribution strategy and retail approach (18:15) Building lean with contractors (20:45) Revenue per employee efficiency model (22:21) Incentive structures and team dynamics (24:48) Protecting scrappy startup mentality while scaling (26:34) 2026 roadmap: product launches and team growth (27:31) Expanding "Freak Faces" athlete ambassadors (28:21) Where to find Freaks of Nature (28:35) Conclusion

Today, I'm joined by Jannine Versi, co-founder & CEO of Elektra Health. Transforming menopause care at scale, Elektra Health partners with 40+ health plans to provide evidence-based virtual support through clinical visits, coaching, and community. In this episode, we discuss building the infrastructure for women's midlife and aging care. We also cover: Developing patient trust for the long term Entering health plans with data-driven ROI The future of value-based care and women's health Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Elektra's Website: www.elektrahealth.com Instagram: https://www.instagram.com/elektrahealth/ Facebook: https://www.facebook.com/elektrahealth - 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 (01:50) Jannine's background (02:30) Elektra Health's origin story (03:45) Early telemedicine adoption (05:00) Evolution of menopause awareness and conversation (06:00) Expanding health plan partnerships (06:40) Education and community platform strategy (09:00) Building a digital home for menopause content (10:30) Meeting patients where they are in their journey (12:40) Platform architecture (14:15) Complex patient journeys across clinical and coaching (16:10) Long-term patient relationship and trust-building (18:35) Access as the core challenge in women's midlife health (19:25) Breaking into health plan partnerships (21:00) Employer demand driving health plan adoption (22:20) Proving clinical and financial value (24:20) The women's health conversation and stigma (25:10) Longitudinal aging care (27:30) Value-based care and the future of women's health (28:55) Product roadmap (32:00) Mainstreaming menopause and midlife health topics (33:45) Oscar Health partnership (35:30) Evidence-based approach without product monetization (36:20) Conclusion

Today, I'm joined by Ana Montero and André Marques-Smith, co-founders of Atlas. A behind-the-ear brain sensing wearable, Atlas tracks clarity, stress, and cognitive performance in real time, bringing neuroscience research from academia to consumers' hands. In this episode, we discuss building the brain health wearable for everyday life. We also cover: Atlas's five-year R&D process Modernizing outdated mental health diagnostics Early detection and prevention of neurological conditions Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Join the Waitlist: www.atlaswearable.com Atlas on LinkedIn: https://www.linkedin.com/company/atlaswearable/ Atlas on X (Twitter): https://x.com/atlaswearable - 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) Ana and André's backgrounds in neuroscience (03:25) The problem with mental health diagnostics today (04:30) Why existing wearables can't track brain activity (05:50) Building sensors that work in motion conditions (06:25) Five years of R&D (08:00) Why behind-the-ear brain sensing (10:30) What Atlas measures (13:00) Brain scores vs. peripheral body metrics (15:30) Use cases (18:00) The personalization challenge in brain data (20:30) Long-term vision (23:00) Building consumer traction before clinical applications (25:30) Fundraising and investor interest in brain tech (28:00) Beta testing program and user feedback (30:20) Research studies: stress, nutrition, and brain activity (32:35) Early detection and prevention (35:05) Conclusion

Today, I'm joined by Todd Meleney, co-founder & CEO of While on Earth. An athletic footwear and apparel brand for the modern wellness consumer, While on Earth prioritizes versatile "performance wellness" over single-sport specialization. In this episode, we discuss creating an underdog brand in a competitive market. We also cover: Christian McCaffrey's role as co-founder Defining "performance wellness" as a category Investing in grassroots community over paid 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 While On Earth's Website: www.whileonearth.co While On Earth's IG: https://www.instagram.com/whileonearth/ - 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 (01:40) Todd's background and While on Earth overview (02:40) White space opportunity in performance footwear (04:25) Lessons from building NOBULL (05:15) Shifting consumer behavior toward holistic wellness (07:15) Defining "performance wellness" as a category (09:30) Product philosophy (12:00) Building vs. buying brand awareness (14:30) Grassroots community strategy over paid marketing (17:00) Retail strategy (19:30) Athlete partnerships (22:00) Christian McCaffrey as co-founder and investor (24:30) Product roadmap and innovation focus (27:00) Staying authentic while scaling (29:05) Running category launch in 2026 (30:15) CMC signature product line coming 2026 (32:45) Role of athletes in brand building (34:50) Conclusion

Today, I'm joined by Shahab Elmi, co-founder & CEO of Cymbiotika. With 100M+ packets sold in its first six years, Cymbiotika is bringing transparency to the supplement industry with liposomal formulations and rigorous third-party testing. In this episode, we discuss building a supplement brand focused on efficacy over marketing. We also cover: Liposomal delivery as a differentiator Why churn reveals true product efficacy Avoiding the wellness DTC race to the bottom Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Cymbiotika's Website: www.cymbiotika.com Cymbiotika's Instagram: https://www.instagram.com/cymbiotika/ - 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 (01:15) Shahab's background and Cymbiotika's origin story (02:00) The problem with the supplement industry (02:45) Why transparency and testing matter (04:15) Churn rate as the ultimate success metric (05:45) Organic celebrity endorsements vs paid sponsorships (09:00) Liposomal delivery technology explained (12:30) Manufacturing in-house vs outsourcing (16:00) The DTC race to the bottom (18:30) Building trust through radical transparency (20:30) Competing on efficacy, not marketing spend (23:00) Taking on industry fraud and fake claims (24:30) Announcing multiple third-party clinical trials (26:50) Patent enforcement and liposome validation (27:35) Product roadmap (29:25) Conclusion