Issue No. 317: Great Debate
Prohibition is back on.
Teetotal Recall
US Surgeon General Dr. Vivek Murthy issued an advisory on alcohol, linking consumption to increased cancer risk.
Responsible for 20K deaths per year, drinking is a leading preventable cause of cancer in the US behind only tobacco and obesity.
A higher threat for women, two drinks per day raises lifetime cancer risk by ~22% — and 16.4% of breast cancer cases are linked to alcohol.
Taking action, Murthy called for cigarette-style warning labels and lower recommended limits.
Punch-drunk. Aligned with global authorities, the WHO says any alcohol consumption increases risk for 31 serious health conditions.
Opposed, a recent US Congress-commissioned paper downplayed cancer associations while touting fewer cardiovascular events among moderate drinkers.
New Resolution
~60% of Americans drink, but wellness-minded consumers are weighing alcohol’s effects on longevity, sleep, microbiome, and hormonal health and cutting back.
Dried out. Flagging sales suggest alcohol’s on the outs, and a quarter of Americans participated in Dry January last year. But quitting is complicated.
The national average hasn’t dropped below four drinks per week — driven by pandemic-born binge-drinkers.
Top teetotallers, 45% of Gen Z never drink, but 70% opt for weed, and a fifth are nicotine users. They also feel the most social pressure to imbibe, and 21% conceal drinking NA alternatives.
On the Wagon
Abstinence isn’t realistic, but moderation is going mainstream.
Sips. Scaling up, Athletic Brewing leads the $440M US nonalcoholic beer market. Hedging bets, Diageo bought Ritual Zero Proof, and Moët Hennessy invested in NA sparkling wine maker French Bloom.
Curating alternatives, retailers The Zero Proof, The New Bar, and Boisson aid discovery. Health-forward, brands are infusing 0% ABV spirits with b vitamins, nootropics, and GABA.
SUDs. Sunnyside and Daybreak apps promote mindful consumption, while Ria Health’s cutback counseling is covered by insurance.
Born from addiction, Othership manages stress through contrast therapy and community — while other social wellness clubs punch up mocktail menus.
Takeaway: Alcohol is bad for you but currently inextricable from social life. For mass moderation to stick, Americans will have to find fun and catharsis in healthier pursuits.
🎙 On the Podcast
24 Hour Fitness president & CEO Karl Sanft discusses winning next-gen gym-goers.
A leading US chain, 24 Hour Fitness’s HVLP gyms combine vast equipment, group classes, and personal training. Rebuilding post COVID, Karl is leading the brand toward sustainable growth.
We also cover: Investing in renovations, shifting toward functional training, and adapting to evolving member preferences.
Listen to today’s episode here.
🎯 Strength, recovery top 2025 fitness goals
Life Time’s annual survey revealed what wellness consumers want.
Get right. Recovery protocols are a priority, and 69% of respondents want to incorporate sauna sessions, outpacing ice baths (42%) and assisted stretching (50%).
Stay strong. Building muscle was the top fitness goal, with younger and older demos embracing weights over cardio equipment for strength and longevity.
Feel good. An overwhelming 99% of participants report post-workout happiness boosts, reinforcing the benefits of exercise for mental health.
Still loading… Nutrition remains overlooked — 65% of respondents don’t follow a specific diet or eating philosophy. But, a majority take a daily supplement, and 60% of this group takes two to four products a day.
A heated topic, 61% think GLP-1s have the potential to improve overall health.
Looking ahead: With 75% of people prioritizing health in 2025—up 20% from last year—interest is trending in the right direction. Converting newcomers into regulars is the next challenge.
🏋 Reimagining the gym
EGYM is bringing intelligence to every fitness floor.
Cutting-edge. EGYM’s Genius AI integrates data across smart machines, apps, and services from 200+ partners to create hyper-personalized training plans for every exerciser.
Adaptable. Adjusting to individual goals, fitness levels, and available equipment, its unique ecosystem meets gym-goers and operators where they are.
Effective. Ushering in a new era of workouts, EGYM’s tech makes trainers more efficient, analog machines smarter, fitness more fun, and members more motivated to come back.
It’s AI for the entire gym. It’s the future of fitness. And it’s available now.
Learn more at EGYM.com.
🪞 Withings unveils diagnostic smart mirror
The French healthtech company teased a smart mirror concept called OMNIA.
Inside out. Its free-standing diagnostic station will use AI to assess body comp, heart health, and lung function — while integrating Withings’ smart scales, blood pressure cuffs, and urinalysis pods.
Seeking clinical co-sign, it’ll feature an AI health copilot for remote care.
Med bay. OMNIA may never materialize, but preventative diagnostics are in demand. Bringing scans home, Withings is reimagining digital triage.
Sizing up. Supporting strength, longevity, or weight loss, body composition tech is taking off.
While Technogym’s Checkup and EGYM’s Fitness Hub tailor workout plans, Evolt and 3DLOOK provide data to telehealth companies. As GLP-1s go mainstream, Noom and FitnessAI added smartphone-based scans.
Looking ahead: Leveraging FDA-cleared tech, Withings has a leg up if OMNIA comes to market. But, price could be a barrier unless insurance gets involved.
📰 News & Notes
- Apple upgrades Fitness+, integrates Strava.
- WHOOP unlocks new women’s health biomarker.
- US healthcare spending to surpass $9T by 2028.
- The WELL plots new Miami wellness community.
- Sweetgreen doubles down on protein, seed oil-free fare.
- RSG Group unveils fully automated McFIT gym in Berlin.
- Daily Harvest, Koia launch high-protein product extensions.
- Nike’s CEO prioritizes sport-first innovation, brand storytelling.
- Netflix premieres Bryan Johnson’s life extension documentary.
- RoxOpt launches AI-powered HYROX race performance analysis.
- iFIT partners with Flex to enable HSA/FSA equipment purchases.
- alphabeats adds SleepScore’s analytics to its mental training platform.
- If you’re hiring, we can help. Gain access to exceptional talent from the Fitt community.
💰 Money Moves
US 🇺🇸 / Canada 🇨🇦
Wellful, operator of Jenny Craig, Nutrisystem, and Nugenix brands—acquired supplement maker Ancient Nutrition.
Better-for-you snack maker Tosi Snacks raised $15M in a Series B.
Vitalic, a behavioral health platform for seniors, raised $4M in a seed round.
Neurocognitive performance platform Pison secured undisclosed funding from Samsung Ventures.
Youth sports company Unrivaled Sports acquired Texas-based baseball facility Rocker B Ranch.
Coconut water electrolyte beverage maker Once Upon A Coconut raised $4.7M.
Ema, an AI-powered women’s health platform, closed an undisclosed funding round led by Emmeline Ventures.
Fitness facility management company The Amenity Collective acquired commercial fitness equipment maker Advantage Sport & Fitness.
MSK care navigation company TailorCare acquired virtual physical therapy platform RecoveryOne.
Wavegate Corporation, maker of neuromodulation tech for chronic pain, landed $26M in a funding round.
Europe 🇪🇺
Sweden’s Corsmed, developer of digital twin-assisted rapid MRIs, added $3.6M.
Fitness chain Everlast Gyms acquired Roko Health Clubs, operator of four UK-based sites.
France CPG giant L’Oréal Groupe acquired Korean skincare brand Dr.G.
Dublin’s FIRE1, a remote heart failure monitoring platform, landed $120M.
Asia 🌏
PAPAMO, a Japanese digital exercise platform geared toward childhood development, added funding from Global Brain.
Riyadh-based Calo, a nutritionist-designed meal delivery service, secured $25M in a Series B round led by Nuwa Capital.
Chinese supplement maker NNB Nutrition raised an undisclosed sum in Series B funding.
Indian nutraceutical maker Botanic Healthcare landed Rs 250 crore ($30M) in a funding round.
Today’s newsletter was brought to you by Anthony Vennare, Joe Vennare, Ryan Deer, and Jasmina Breen.
