The next phase of health is being shaped by owned infrastructure, sharper consumer positioning, and always-on data.
Google enters the wearable war
Google is developing a new screenless Fitbit band aimed more directly at WHOOP and Oura, per Bloomberg.
- The device will pair hardware with Fitbit’s AI-powered health coach.
- It will use a subscription model to unlock more functionality, with a reported launch planned for later this year.
As wearables go screenless, the competition is fading into the background — collecting continuous data without demanding constant attention.
With WHOOP now valued at $10B and Oura eyeing an IPO, Google appears ready to embrace an always-on, subscription-driven model as screenless wearables become a new battleground in health tech.
Mars Men is scaling men’s wellness
The men’s wellness brand raised a $27.5M Series A led by L Catterton.
- The round comes after the company reached a $100M run rate profitably in under 18 months.
- Already, Mars has served more than 400K customers since launch.
- Fresh capital will help expand the line, grow the team, and enter retail.
Putting men’s wellness first, Mars Men sells subscription-first products built around natural testosterone support, energy, vitality, and performance.
Noom pushes deeper into meds, longevity, and peptides
Known for weight loss and behavior-change coaching, the digital health platform acquired Tailor Made Compounding, a licensed 503A pharmacy operating in 46 states.
- Noom is expanding clinical programs, diagnostics, and prescription-grade wellness.
- Now, it’s bringing pharmacy infrastructure in-house to expand access to peptide-based therapies and healthy aging interventions like NAD+.
As the next phase of virtual care takes shape, platforms like Noom are moving into preventative care with vertically integrated stacks across fulfillment, data, and engagement.
