Fitt Insider

Athlete neurofeedback training platform alphabeats announced Chief Commercial Officer and U.S. President Jorrit DeVries will assume the role of CEO. In addition to cofounding alphabeats, Devries previously led revenue growth for global brands including Spotify, Samsung, Vodafone, and Warner Music. The move comes as the mental fitness leader looks to expand its US commercial footprint.

Upstart leagues are shaping the future of sports. Reddit co-founder Alexis Ohanian Sr. launched a new track event, Athlos NYC Making sprinting a spectator sport, it featured: ????♀? Thirty-six elite female runners ?? Custom Tiffany & Co crowns for winners ?? Post-race performance by Megan Thee Stallion ?? Personalized music and pyrotechnics during athlete walk-outs ?? $60K cash prize—largest ever for female track athletes—plus revenue-sharing Developed with athletes’ input, it treated them like royalty — arranging private transportation, paying for hair and makeup, and designing the first-ever female-specific bibs. The event was sponsored by WYN BEAUTY by Serena Williams, Bandit, Oiselle, Strava, and Therabody, among others. It attracted a stadium full of fans, VIP celebs, and Olympians. Leveraging female athlete-creators’ social media influence, Ohanian believes events like ATHLOS can change the game for women — leveling the playing field and paychecks. But track and field isn’t the only sport being reinvented. In 2025, athlete-centered leagues like Tiger Woods’ TGL, Shaun White’s The Snow League, Michael Johnson’s Grand Slam Track, and player-owned Unrivaled Basketball will debut. Beyond shifting power dynamics, new leagues offer fresh marketing opportunities — putting purpose-aligned brands in front of hyper-engaged fans.

Plunge is partnering with Swimply, a private pool rental marketplace, to expand access to contrast therapy. As part of the partnership: ? Plunge will offer Swimply hosts discounted cold plunge tubs and saunas ? Plunge and Swimply will host immersive pop-up events in major cities ? Swimply will add Plunge’s recovery amenities to its website and app The creative collaboration elevates the Swimply host and customer experience for 1M+ yearly users, while introducing Plunge’s products to new communities.

Youll announced the launch of a new fitness and wellness app, Miactive. The no-code platform teamed with elite F1 performance coach Michael Italiano, who translates his expertise into a holistic app offering personalized training, mindfulness, and nutrition — helping users maximize their physical and mental performance. For Youll, the partnership showcases the platform’s potential to empower experts like Michael Italiano to share their insights with the world via easy-to-access mobile experiences.

EGYM is revolutionizing the fitness industry. Fresh off announcing $200M in new funding at a $1B+ valuation, co-founder and CEO Philipp Roesch-Schlanderer joined the Fitt Insider Podcast to discuss the company's mission to bridge the gap between fitness and healthcare. ???♂? Strength Training Focus EGYM emphasizes strength training as the cornerstone of health and wellness, promoting longevity and combating musculoskeletal diseases. ?? AI-Powered Workouts The company's Genius platform uses AI to create personalized workout plans based on individual goals, available equipment, and real-time data. ?? Corporate Wellness Through EGYM Wellpass, the company is expanding into corporate wellness, offering employee benefits that could eventually tap into healthcare spending. ?? Healthcare Integration EGYM aims to connect gyms with the healthcare market, positioning fitness as preventive care to reduce healthcare costs, especially for musculoskeletal issues. ?? Global Expansion With recent funding and acquisitions, EGYM is poised for rapid growth, particularly in the U.S. market. ?? Full episode ? https://lnkd.in/gty_RPcX

If you keep up with Wellworthy on Linkedin or subscribe to the newsletter, we’re super grateful for your support. September was one of our best months so far, and we’re poised to finish the year strong and go even bigger in 2025. ?? Pageviews hit a record high ?? Newsletter subscribers are up 173% MoM ?? Newsletter sponsorships are sold out through year-end (now booking ’25) If you haven’t already, check out the site — I think you’ll like what we’re up to! And if you run a health/wellness brand and want to work together — or just want to connect — message me! I’d love to chat.

PepsiCo acquired Mexican-American snack brand Siete Family Foods, known for its grain-free versions of cultural staples. The 10-year-old company is expected to hit $500M in annual revenue by EOY. Initially designed for Latinos with dietary restrictions, the family-owned company’s products span almond flour tortillas and chips, wedding cookies, sauces, salsas, and more. Hitting the mark, it raised $90M from Stripes in 2018 and added actress Eva Longoria as an investor this year. Now, PepsiCo will look to bolster its multicultural and better-for-you portfolios.

Social wellness club Remedy Place revealed the KOHLER x Remedy Place Ice Bath —?its first collaboration with the global kitchen and bath brand. Designed for indoors or outdoors, it elevates the cold therapy experience with precision temperature control, UV-powered filtration, built-in breathwork guidance, and a sleek aesthetic. Replicating the complete club experience at home, Remedy Place also has saunas, cryotherapy, and hyperbaric oxygen chambers in the works. Read more: https://lnkd.in/eAa2Gu_Q

Gamified fitness company Ergatta released Wavelength, its most addictive workout experience yet. Like all Ergatta games, Wavelength is designed to be highly motivating, habit-forming, and personalized to each member. Inspired by classic gaming, Wavelength’s level progression system guides members through sequential workout stages to conquer virtual worlds. Raising the bar, the launch is a culmination of the company’s learnings from six years of developing immersive digital rowing content.

Evolt added new funding ahead of a potential IPO. Using bioelectrical impedance analysis (BIA), Evolt’s scanners deliver 40 metrics—from muscle mass and body fat percentage to biological age and SpO2—to an app in 60 seconds. Scaling up, Evolt sees its tech being used to monitor muscle and fat proportions in GLP-1 users. Already in 150 US medspas and clinics, the brand touts an unnamed “prominent telehealth provider” among its new clients.