A 10x better annual physical
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Consumers are soaking up wellness.
Heated
Reshaping modern routines, saunaing promises cardiovascular and longevity benefits, while cold plunging is touted for recovery and neuroregulation. Often paired, contrast therapy is thought to be the optimal protocol, but emerging science favors a different approach.
Bathtime. From hot tubs to mineral springs, thermal bathing is rising. Research shows warm-water immersion delivers significantly greater improvements in blood pressure and inflammation compared to saunas, with infrared varieties showing the least benefit.
A surprise, hot tubbing accelerates muscle recovery, yet ice baths show no effect. Heated soaks acclimatize athletes to performance conditions, while cold exposure could inhibit strength gains.
Soak it in. Echoing ancient wisdom, research supports hot springs for the physically and mentally weary while supporting skin, gut, and immune health through high minerality.
True believers, up to 75% of regular users say healing waters cure most ailments. Proven or placebo, the practice resonates with wellness-seekers.
Welling Up
As fitness shifts away from unsustainable extremes, communal bathing offers a gentler approach to social self-care.
Spring fever. Outpacing the overall wellness economy, the thermal springs market is growing 9.7% YoY to hit $97.6B by 2028. With 31K sites worldwide—68% in China and Japan—North America is primed to lead growth.
Harnessing natural hot spots, WorldSprings recently opened in Utah. Nearby, Deepak Chopra’s Ameyalli geothermal resort opens in 2026, while Six Senses plans a revamped mind-gut-skin retreat in Napa Valley.
Elevating the waterpark, Therme will complement European sites with 10 US megaresorts featuring spas and botanical gardens.
Next best thing. Westernizing Japanese sentōs, Russian banyas, and Turkish hammams, modern bathhouses are building hydrotherapy circuits, with AIRE offering skin-rejuvenating Epsom soaks, BATHHOUSE scaling its full-service wet spa to Chicago, and Othership adding “bathing wings.”
Outfitting resorts and backyards, wood-burning hot tubs from Goodland, Snorkel, and Leisurecraft are the new barrel sauna, while Nordsprings designs mineral-enhanced spa experiences.
Looking ahead: Optimizing spa culture risks compromising its meaning and benefits. As consumers seek communal experiences, wellness clubs and thermal resorts will rise together.
🎙 On the Podcast
Muse co-founder Ariel Garten discusses the future of brain health monitoring.
Using clinical-grade EEG technology, Muse’s mental fitness headband tracks brain activity to offer insights on sleep, focus, meditation, and cognitive performance.
We also cover: Making brain health a consumer-friendly metric, securing clinical research partnerships, and integrating with the preventative health ecosystem.
Listen to today’s episode here
💉 TRT is the new GLP-1
Hims & Hers launched an oral testosterone pill while also preparing hormone replacement therapy for menopause.
Capital T. As a feud with Novo Nordisk slows its GLP-1 push, the telehealth company is partnering with Marius Pharmaceuticals to target 20M American men with low T.
To start, it’s prescribing personalized compounded meds off-label. Next year, the platform will add FDA-approved oral and injectable TRT — supported by at-home testing from its recent Trybe Labs acquisition.
Next frontier. Shedding stigma and regulation, the men’s and women’s hormone replacement market is nearing $35B.
As rival Ro enlists Serena Williams to normalize GLP-1s, Hims and others see an opening. Noom and WeightWatchers debuted menopause programs, while Joi + Blokes and Hone Health court healthspan optimizers.
Punchline: Vying to become the “Netflix of healthcare,” Hims & Hers is betting hormonal health will be its next blockbuster.
⚡ A New Era of Personal Health
Health shouldn’t be gatekept, and quality care shouldn’t cost a fortune.
Democratizing concierge medicine, Superpower is on a mission to restore health agency for all.
By the experts. Superpower is backed by top longevity docs and leading investors, with a staff of clinical experts who translate your biometrics into custom medical and lifestyle plans.
For the people. Concierge clinics and elite doctors typically charge $15K–$100k, but Superpower leverages tech to make preventative services accessible to all.
10x better than an average physical, Superpower looks at the whole you, combining 100+ lab tests, biological age tracking, and a personalized health management dashboard.
A new era of personal health is here: Personalized. Preventative. Performance enhancing.
Get $50 off your membership using code FITT50 (first 50 sales only).
🏃 Prescribing movement as medicine
A new paper in the British Journal of Sports Medicine says exercise should be prescribed as a first-line treatment for depression.
No rep. Despite benefits on par with medication or therapy, 92% of mental health professionals report no training in exercise prescription, and 41% never prescribe it.
Red flag. The paper says failing to prescribe workouts risks denying patients proper care. Correcting course, exercise should be integrated into medical training, clinical guidelines, reimbursements, and psychiatric practice.
Enlisting the fitness industry, the authors call for structured plans supported by exercise professionals and tech-enabled follow-ups.
Takeaway: A no-brainer, patients and providers should put movement at the center of mental health care.
📰 News & Notes
- MAAP opens LA cycling LaB.
- Oura CEO envisions “cloud of wearables.”
- Longevity supplements lack key ingredients.
- Somnee launches second-gen sleep wearable.
- Healthspan Summit sets keynotes for October event.
- EGYM integrates with Spirit Fitness cardio equipment.
- Next Ventures closes $60M whole-person health fund.
- Rally bolsters recovery tech with medical advisory board.
- [solidcore] taps comedian Ego Nwodim for new campaign.
- Pvolve enters supplements with women’s recovery formula.
- Stride launches at-home health testing membership in the UK.
- GymNation earns Tripadvisor honors for hospitality excellence.
- Playbypoint powers Match Point Pickleball Club’s Columbus complex.
- We already know your next hire: Enlist Fitt Talent Partners to help grow your team.
💰 Money Moves
US 🇺🇸 / Canada 🇨🇦
Medically driven health club Monarch Athletic Club secured an investment from Wellness Growth Ventures.
Conceivable Life Sciences, operator of automated IVF lab services, secured $50M in a Series A.
More from Fitt Insider: Health Optimization Starts at Birth
Clyx, a social platform for IRL events, secured $14M in a Series A led by Blitzscaling Ventures.
PE firm Bansk acquired a majority stake in skincare company BYOMA.
Maternal care platform Lōvu Health added $8M in Series A round led by SJF Ventures.
Meela, developer of an AI companion for seniors, raised $3.5M in a seed round led by Bain Capital Ventures.
Goodpath, an AI-driven care platform for chronic conditions, landed $18M in a Series A.
Diana Health, a hospital-partnered women’s health platform, raised $55M in a Series C.
Workplace mental health platform Unmind raised $26M from Trinity Capital.
resbiotic, maker of gut health supplements, announced $14.5M in funding.
Medspa operator Annie Aesthetic closed a Series B round at a ~$200M valuation.
AI primary care triaging platform Doctronic raised $20M in a Series A led by Lightspeed Venture Partners.
Europe 🇪🇺
OpenHealth Technologies, a Berlin-based lab data interoperability platform, landed $3M in a seed round.
UK-based functional beverage maker MOMO Kombucha raised £2M ($2.7M) in a round.
Swedish sporting goods company WeSports Group acquired Norwegian fitness brand Sportsmaster.
British triathlon organizer Supertri acquired the UK’s Blenheim Palace Triathlon and the US’s New Jersey State Triathlon.
Belgium’s OnTracx, developer of a load management system for runners, raised €1.2M ($1.4M) in a seed round.
Belgian investment firm Verlinvest acquired a majority stake in Danish bouldering gym operator Boulders.
Portuguese B2B nutrition platform Nutrium raised $12M in a Series A.
Australia 🇦🇺 / New Zealand 🇳🇿
Nutromics, an Aussie developer of continuous molecular data wearables, raised A$7.5M ($5M) in a round.
Today’s newsletter was brought to you by Anthony Vennare, Joe Vennare, Ryan Deer, and Jasmina Breen.
