Fitt Insider’s Post

Fitness and wellness brands are partnering up to push healthy lifestyles. Whole-body MRI company Prenuvo was just added to organic grocer Erewhon’s Lifestyle Collective — giving members $400 off its full-body scans. Erewhon also offers exclusives on Seed Health, Function Health, Alo Yoga, and more. Following a similar playbook, fitness brands Equinox, Bandit, and lululemon use membership programs to boost loyalty, while Pvolve and Vuori are hosting co-branded IRL activations.

movr launched an enterprise-level preventative MSK solution. Based on a world-class MSK prescription algorithm, the new app aims to reduce unnecessary costs associated with poor movement health, absenteeism, and high-cost acute care. With 76% of employers reporting that musculoskeletal health is their top health expenditure and only 20% offering an implemented MSK solution, this product is built to fill that gap. Organizations, insurers, and health providers looking for a movement health partner are encouraged to connect with the team to learn more.

David, a startup developing high-protein, low-calorie, blood-sugar-friendly foods, just announced a $10M seed investment. The latest venture from RXBAR co-founder Peter Rahal, investors include Andrew Huberman and Peter Attia — with the latter serving as the brand’s chief science officer. Launching Sept. 16, its first product is a sugar-, gluten-, and artificial sweetener/flavor-free bar claiming more protein per calorie than competitors. It also has ice cream and salty snacks in the pipeline.

Jung+ debuted its Total Longevity System™. Founded by Simon Sakhai, University of Oxford alum and former President of the Oxford Society of Ageing and Longevity, the supplement brand is bringing cutting-edge science to the masses. While high-end longevity clinics offer annual programs costing $100K+, Jung+ Longevity democratizes longevity solutions through its three-step system — engineered to slow aging and optimize performance.

Aviron is on a mission to end boring workouts. The brand’s new Aviron Fit Bike combines the best of fitness and entertainment — leveraging habit-forming psychology and game design to deliver engaging and effective cycling workouts. Users can train, play, stream, and compete across multiplayer games, live races, guided workouts, scenic rides, and coached classes that extend both on and off the bike. Founded in 2018, Aviron Interactive is a Y-Combinator company backed by Stripes and Samsung Next, among others.

Life Time's newest location has a 10K person wait list. More than a gym, the “athletic country club” in Tampa, FL spans 6.5 acres and 186K sqft. Inside • Studios for cycling, yoga, and reformer Pilates • Cardio and strength training spaces • Full-service restaurant and bar • Spa and massage • Kids Academy childcare + programs Outside • 12 pickleball and 8 tennis courts • 4-lane lap pool, cold plunge, and kids pool • Beach club and bistro • Basketball court With a $4B market cap, Life Time Inc. is tapping trends like pickleball, strength training, longevity, and social wellness to accelerate growth.

Spartan has joined leAD Sports & Health Tech Partners' LEAD ONE fund as an official venture partner. The endurance brand’s verticals of interest include new tech to improve content channels, unlock partnership opportunities, and create unique race experiences. LEAD is a pre-seed direct investment vehicle shaping the future of sports and health. Positioned within LEAD’s family of funds, it will invest in ten companies annually with $1M earmarked.

Plunge 🤝 SWTHZ Plunge has become the Exclusive Cold Plunge Partner of SWTHZ, and SWTHZ the Official Contrast Therapy Studio of Plunge. The two-fold strategic partnership combines best-in-class hardware with an unparalleled membership experience to bring contrast therapy to the masses. Plunge All-In will be added to SWTHZ - Contrast Therapy Studio’s private suites across 75 locations by the end of 2024, and north of 200 locations in 2025.

Peloton’s platform is evolving. The company recently inked a content partnership with Fitbit (now part of Google). Fitbit Premium users gain access to Peloton classes, while Peloton members receive discounts on Google devices. A multi-year deal, this partnership bolsters Peloton Interactive’s content licensing efforts—alongside TikTok, lululemon, and NBA x WNBA—as the brand looks to move beyond connected equipment. Peloton also announced upcoming beta tests, “reimagining” its fitness and wellness offering with… 🧠 Personalized plans: using machine learning to generate weekly class recommendations. 💪 Peloton Strength+ app: a standalone app featuring audio-guided coaching and custom workout generator. 🎮 Gaming-inspired workouts: testing a new immersive, gaming-inspired cycling experience. While the Fitbit partnership launches in September, there are no firm dates for the beta tests.

Coya is combining performance science and centenarian wisdom. The company’s coaching methodology is inspired by the Nicoya Peninsula Blue Zone, but incorporates high-performance training methods from elite athletes and special forces. Combining wearable tech, personalized 1:1 human coaching, and an app, it offers custom 10-week training programs — arming clients with habits and tools to reach peak performance in the short term while living healthy long-term.