Today, I’m joined by Bobby Bitton, co-founder and CEO of O Positiv.
Addressing topics like PMS, vaginal health, and pregnancy, O Positiv’s supplements tackle generational taboos to address women’s needs from first period to postmenopause.
In this episode, we discuss building a category-defining women’s health brand.
We also cover:
Why going deeper beats going wider
Scaling from DTC to omnichannel retail
Winning with TikTok Shop and creator-led marketing
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.
Chapters: (00:00) Introduction
(00:28) O Positiv overview
(02:27) Co-founder dynamics
(04:12) Getting their start
(05:01) Flow product and PMS relief
(05:50) Brand voice and approach
(07:30) Split talent and domain expertise
(08:20) Company scale and revenue
(09:35) Category leadership
(10:40) White space strategy
(15:00) Product innovation pipeline
(18:20) Retail expansion and partnerships
(20:30) Profitability trajectory
(21:35) Marketing evolution
(23:00) DTC to omnichannel shift
(25:15) Measuring incrementality
(30:00) Deeper not wider strategy
(31:45) Focus and team clarity
(32:25) Where to find
(33:49) Conclusion
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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