AIIR Exits Stealth, Announces Strategic Partnership with Fitt

AIIR, a modern communications and experiential agency built for brands in motion, today announced its exit from stealth alongside a strategic partnership with Fitt (Fitt), a media, investment, and services platform focused on the business of health and wellness.

Since launching in June 2025, AIIR has scaled rapidly through referrals, inbound demand, and founder-led relationships, building a strong foundation before introducing a formal market presence. With that foundation in place, AIIR is now introducing its brand, platform, and expanded service offering to challenge the traditional public relations playbook and deliver relevant, results-driven engagement across modern media and consumer channels.

As part of the rollout, Ross Fenton has been named Co-Founder of AIIR, joining Founder Heather Morris to accelerate growth, expand capabilities, and deepen the agency’s integration across media, culture, and community.

“I founded AIIR to do things differently, and I’m incredibly grateful to the partners and team who have believed in this vision and built alongside me,” said Heather Morris, Founder of AIIR. “With Fitt’s strategic partnership and Ross stepping in as Co-Founder, two long-term allies who have been foundational to my career, we’re scaling with intention. Our focus is relevance, growth, and long-term brand equity, not just visibility.”

With strategic and capital support from Fitt, AIIR will expand its ability to deliver integrated marketing, growth, and communications strategies with a focus on:

• Accelerating scale across priority health, wellness, fitness, and performance categories
• Attracting and retaining top talent to build a best-in-class team
• Building real community and cultural relevance through event and activation strategy
• Expanding services spanning earned, owned, experiential, and creator-led channels
• Continuing investment in systems, technology, and operational infrastructure

Operating since mid-2025, AIIR has quickly become a trusted partner to mission-driven, category-defining brands. The agency currently represents a growing roster of leading brands, including: AARMY, Aion, Algae Cooking Club, Ateam, Biom, BODi, Climatic, Culture of Bathe-ing, Eight Sleep, Eli Health, Eudēmonia Summit, Everhaus, Faves, Fitt Insider, Health Innovation Lab, Impact Kitchen, Infinite Machine, KA-EX, MoonBrew, Myo, NKO Club by Kendall Toole, NRTHRN Strong, Ohm, Planet Nusa, Pluto, POCA, Rally, Remedy Place, Runningman Festival, Sarah Wragge Wellness, Slick’s, Smile House, Strong New York, Update, while on earth, Wip, Yoga Joint, and Zygo.

The partnership reflects Fitt’s expansion as a holding company, backing aligned operators across media, services, and capital within the health and wellness ecosystem.

“As Fitt expands, we’re focused on backing operators who have earned trust through execution,” said Anthony Vennare, Co-Founder of Fitt. “Heather is a proven executive building a firm brands want to work with. Our role is to fuel that momentum, while amplifying what makes AIIR effective and complementary to the broader Fitt ecosystem.”

“I’ve spent nearly a decade building alongside Heather, and AIIR represents the next chapter for us,” said Ross Fenton, Co-Founder of AIIR. “The brands shaping health, wellness, and performance today aren’t just competing for attention, they’re defining culture. By aligning AIIR’s strategic communications with Fitt’s ecosystem, we’re building a platform that gives our partners the support they need to scale with intention.”