Fitt Insider’s Post

The outdoor industry is evolving. MIxing wellness with adventure, Under Canvas Inc. is scaling awe-inspiring experiences. Its 13 safari-inspired resorts are located just outside iconic US national parks, including Yosemite, Yellowstone, and Moab. Sustainably built, they’re equipped with just enough amenities: 🛏️ King-sized beds 🚿 Pull-chain showers and low-flow toilets 🪵 Wood-burning stove and water refill stations But instead of WiFi or TVs, guests will find board games, acoustic guitars, and yoga mats. Mindfully designed, each camp blends in with the natural topography. Limiting light pollution for peak stargazing, the Utah and Arizona camps are the world’s first-ever DarkSky-certified resorts. Complimentary programming includes nightly campfires and kid’s activities, while food and beverage menus focus on seasonality and responsible sourcing. Outdoor activities range from canyoneering to bioluminescent kayaking, while shared common areas encourage chance meetings with strangers. More accessible than wellness retreats, but less intimidating than camping, glamping resorts are just getting started.

Truemed is partnering with Peloton to promote fitness for preventative health. Teaming up, the companies will enable consumers to use pre-tax HSA/FSA dollars to purchase applicable Peloton Interactive products — saving up to 40% on Peloton’s bikes, treadmills, and rowers. Unlocking pre-tax funds for exercise equipment will enable more consumers to prioritize root-cause interventions and make fitness a part of their every-day lives.

Landing investment from major alcohol brands, booze-free beverages are poised for growth. • Last week, Moët Hennessy invested in NA sparkling wine label FRENCH BLOOM. • Absolut-owner Pernod Ricard backed Lewis Hamilton’s NA tequila ALMAVE in August. • Guinness-owner Diageo purchased Ritual Zero Proof, maker of alcohol-free cocktail spirits, in September — adding to its 2019 acquisition of category leader Seedlip Drinks. Aware of alcohol’s health effects, 45% of 21+ Gen Z’ers are staying sober, while habituated generations are cutting back with the help of NA alternatives — leading the sector to 29% volume growth in ‘23. Buy-in from major corporations signals a steady future for zero proof. The more NA options are available, the more normalized not drinking will be.

GymNation secures 'Best Gym in UAE' title for third consecutive year. 🏆 The Middle East's leading gym chain won Virgin Radio's The Kris Fade Show award, highlighting its commitment to world-class facilities, affordable memberships, and an inclusive fitness environment. Since its 2017 launch, GymNation has expanded to 20 locations with over 110,000 members, emphasizing innovation and accessibility in the fitness industry.

Running culture is evolving. Putting a new spin on social fitness, grammy-winning DJ Diplo started a run club — inspired by his own experience running a Miami half-marathon. “I showed up in the club afterward… I thought - this is a great experience. I'm not doing any drugs, I'm just here sober, I'm on a runner's high, I'm enjoying the music.” Reimagining the 5K, Diplo’s Run Club series is part race, part rave. Its debut event, held this September in San Francisco, sold out. 🎟️ $116 entry fee 🏅 Appearance by Olympian Alexi Pappas 🏃 14K+ runners from 15 countries and 38 states 🎧 Family-friendly, mini music festival at the finish line 🧊 Recovery station with Normatec boots and Plunge cold plunges After racing alongside fans, Diplo performed a live DJ set on the SF waterfront. Emphasizing fun over competition, he told runners, “It’s not about how fast we run today, it’s about showing up with each other.” Featuring food, drinks, music, and the city skyline — the event celebrated movement, community, and life. Inviting new and casual runners of all ages, Diplo plans to expand the series in 2025. “The way we're blending music and fitness has really never been done before, especially in this family-friendly way, so I'm looking forward to seeing the rest of the world catch on.” Growing the sport’s appeal, judgment-free clubs and events are on the rise.

Technogym has been awarded the EcoVadis gold medal for sustainability. 🏅 A leading corporate sustainability rating agency, Ecovadis assesses a company’s efficiency in integrating sustainability principles across four categories: Environment, Labour and Human Rights, Ethics, and Sustainable Procurement. This recognition places Technogym within the top 5% of global companies, a testament to the brand’s commitment to health, wellness, and sustainable development.

Reproductive healthcare is getting redesigned. Fertility care company Maven Clinic closed a $125M investment, bringing its valuation to $1.7B and total funding to >$425M. The raise will bolster its B2B fertility benefits platform, expanding end-to-end virtual care and scaling AI to complement its human-centered model. With 2K+ clients across 175 countries—including corporations like Amazon and Microsoft—the company guides women’s reproductive health journey from preconception to postmenopause.

From 2017–’24, Once Upon A Farm’s revenue grew from <$1M to $100M+. In a recent interview, CEO John Foraker said the brand saw a white space in the $50B+ kid food business and set out to disrupt it. Believing “parents had a desire for real nutrition,” it reinvented the category for health-conscious shoppers — striking gold with cold-pressed fruit and veg pouches, bars, frozen meals, and more. All of its products are organic, non-GMO, and with no added sugar or artificial flavors/colors/preservatives. With parents bought in, it’s eyeing a potential IPO. The brand’s blockbuster success speaks to the lack of quality options on the market. A recent analysis found that ~60% of packaged baby food in the US doesn’t meet the WHO nutritional standards. Out of 651 products tested: 🚫 44% had too much sugar. 🚫 1 in 5 were high in sodium. 🚫 70% didn’t meet protein requirements. 🚫 1 in 4 were outside calorie guidelines. With ultra-processed foods linked to obesity and chronic disease, feeding kids quality ingredients should be non-negotiable. However, manufacturers still add dyes, sweeteners, and fillers to boost taste, texture, and shelf-life. Long overdue, upstarts like Once Upon a Farm, ByHeart, Serenity Kids, Little Spoon, and Amara —are raising the bar for what goes in kids’ meals. Researchers say childhood is a crucial period for developing taste preferences. By prioritizing real foods early, BFY companies are helping parents instill healthy habits for life.