A smart ecosystem transforming healthcare through exercise.
Trust must be earned.
Under Fire
Consumers are calling for wellness companies to get real.
- 62% don’t trust health claims from food companies.
- 82% say health and wellness product labels must be more transparent.
- 25% aren’t wellness consumers because they don’t believe products/services work.
Suspicious of “healthwashing,” 69% are more likely to buy from companies with a portfolio-wide wellness focus, and Gen Z is more swayed by relatability than aspiration.
On Trial
Over influencers, consumers increasingly prefer recommendations from health professionals, but 45% still want detailed info on product claims.
Knowing shoppers check receipts, smart brands are proactively doing the right thing.
Strong science. Leading with transparency, Ritual surpassed $250M in sales last year while investing in human clinical trials and pushing for regulations.
Voluntarily audited by the NSF, Momentous and Thorne won over the US military, elite athletes, and medical professionals, with expert trust resonating with everyday consumers.
Open books, Seed and The Honest Company disclose definitions and standards on their sites, while AG1, Grüns, and OLIPOP have responded to criticism with clinical trials.
Fair price. 55% are willing to spend more on wellness, but over half want cheaper options. Known for price transparency, Quince partnered with Theragun to offer rebates on purchases.
Partnering on accessibility, Target is hosting its first Wellness Innovation Summit for emerging brands in September. Taking a cue from RXBAR, Marks & Spencer debuted affordable private-label cereals with six ingredients or less, listed front and center.
Clear ethos. Ahead of pushback, Patagonia confronts systemic issues, from environmental degradation to exploitative labor. Likeminded, On and Citizens of Soil publish impact reports highlighting progress while acknowledging shortcomings.
Across categories, brands are raising the ethical bar, with Spoiled Child using AI to prevent product waste, MATE the Label swapping fast fashion for organic essentials, and Caraway packaging non-toxic cookware in 100% recycled packaging.
Called Out
From B Corp to seed-oil free, regenerative, climate-neutral, PFA-free, Clean Label Project certified, GOTS certified, etc., new callouts are catching on.
Selling “proof-as-a-service,” Radicle Science, Citrus Labs, and Light Labs help companies back claims, with the latter tapped by David Protein to verify its cod is clean.
Still, mission-driven brands aren’t awaiting validation. Pioneering, Little Spoon voluntarily tests its baby food against EU standards to establish new industry norms, while GoodPop, LesserEvil, and 20+ others formed a collective calling for clearer labels.
Steering change, Genexa removed artificial fillers from everyday medicine without being asked. Ignoring excuses, Bobbie is proving the pregnancy penalty doesn’t have to exist.
Takeaway: Authenticity is an X factor. Beyond chasing certifications from governing bodies, committed brands listen to consumers and uphold the values that actually matter.
🎙 On the Podcast
BelliWelli co-founder and CEO Katie Wilson discusses modernizing fiber supplements.
Tackling digestive issues, BelliWelli combines fiber, probiotics, and electrolytes in cult-favorite powders and snacks, moving gut care from medicine cabinets to kitchen cupboards.
We also cover: BelliWelli’s product evolution and innovation pipeline, marketing to millennial women, and building a retail-first vs. DTC strategy.
Listen to today’s episode here
🪩 Gen Z is hitting the wellness club
From sauna raves to cold plunge parties, thermal gathering attendance is up 1,105%, per Eventbrite.
Soft clubbing. Healthy hedonism has arrived, with 63% of consumers craving multisensory experiences and 42% seeking “alternative social spaces.”
Stressed, anxious, and screen-fatigued, Gen Z is chasing regulation and release, fueling the rise of self-care clubs, run crews, and immersive wellness events.
- Daybreaker rebooted its sober dance parties as sauna raves with Othership.
- Diplo’s Run Club and Jesse Itzler’s Runningman merge endurance events with music festival vibes.
- Sanctum’s music-driven movement classes and Berlin-based CNDO’s active meetups tap the mind-body-social sweet spot.
Punchline: Consumers don’t want to choose between physical and social health. With 70% of Gen Z drinking again, balance beats extremes.
🏋️ 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.
🧬 Skin longevity is the new anti-aging
Peptide-enriched topical maker OneSkin raised $20M to accelerate growth.
Inside-out. Targeting “skinspan,” its science-backed formulations—from daily serums to scalp care and sunscreen—aim to boost cellular function, stimulate collagen, and reduce inflammation.
Anti-anti-aging. Because skin health reflects and drives biological aging, the war on wrinkles is being rebranded for the longevity era. Estée Lauder launched the first skin longevity institute, while L’Oréal leverages AI and novel ingredients to make beauty a pillar of healthspan.
Eat it up. Promising “beauty from within,” the $8B nutricosmetics market is betting on clinically validated ingestibles. Dual pathway, Martha Stewart’s Elm Biosciences will debut serums and supplements this September.
Punchline: The language may be shifting, but beauty x longevity still sells anti-aging. In a category plagued by lofty claims, brands that deliver real results will outlast the rest.
📰 News & Notes
- Illinois bans AI therapy.
- Levels integrates Stelo CGMs.
- Healf plans immersive wellness event in London.
- Midi Health unveils midlife support supplements.
- Les Mills launches turnkey yoga program for clubs.
- Study: High-intensity exercise slows cognitive decline.
- Hyperwear rides weighted vest boom to Inc. 5000 list.
- STRONG Pilates opens 100th site, preps 150 more for US.
- Q&A: Vero Bioscience CEO Paul Coletta on quantifying organ health.
- DICK’S Sporting Goods launches sports x storytelling content studio.
- Maven Clinic launches in-app cycle tracking and male fertility support.
- Beekeeper’s Naturals earns pediatrician co-sign for immune remedies.
- Breaking down Q2 earnings from Peloton, On, Sweetgreen, Celsius, and more.
- Hiring? Fitt Talent connects top health & wellness companies with high-performers from our inner circle.
💰 Money Moves
US 🇺🇸 / Canada 🇨🇦
Weight management platform WeightWatchers acquired Peoplehood, a boutique support group platform.
Men’s activewear brand Ten Thousand added Series B funding from Forza Capital.
Virtual eating disorder platform Equip Health raised $46.6M in funding.
On the Pod: Co-founder and CEO Kristina Saffran
Women’s pro volleyball leagues Pro Volleyball Federation (PVF) and Major League Volleyball (MLV) merged.
Longevity skincare brand OneSkin added $20M in a Series A round led by Prelude Growth Partners.
August Health, a data-driven aged care platform, raised $29M in a Series B led by Base10 Partners.
Jesse & Ben’s, maker of pre-packaged seed oil-free french fries, secured a “seven-figure” investment.
Gene sequencing tech developer 10x Genomics acquired Scale Biosciences, a leader in single-cell analyses.
SetPoint Medical, developer of vagus nerve stim devices for autoimmunes, secured $140M.
Jocasta Neuroscience, a longevity biotech company targeting cognitive decline, secured $35M in a Series A.
Positive Development, provider of developmental therapy for autism, secured a $51.5M Series C.
Gameto, a biotech company using stem cell technology for IVF, raised $44M in a Series C.
Europe 🇪🇺
Spanish health club operator VivaGym acquired two Beats Fitness locations in Madrid.
Nectar Capital-backed fitness operator Common Bond acquired The UK’s United Fitness Brands out of administration.
Denmark’s VentriJect, maker of a VO2 max wearable, closed a €1.7M ($1.98M) funding round.
Asia 🌏
Malaysian employee health and well-being platform Naluri raised $5M in a Series B.
Australia 🇦🇺 / New Zealand 🇳🇿
GymGoer, an Australian consumer marketplace for short-term gym contracts, raised A$400K ($260K) in a funding round.
Aussie maternity care platform HeraMED secured A$1.98M ($1.3M) and will enter the US.
NA beer brand Heaps Normal landed an investment from English singer Robbie Williams.
Today’s newsletter was brought to you by Anthony Vennare, Joe Vennare, Ryan Deer, and Jasmina Breen.
