Issue No. 322: Smooth Move
Apps for connected wellness brands.
Fiber is getting rebranded.
Indigestion
Filling a void, the macronutrient’s resurgence is much needed.
Prioritizing protein, Americans desperately lack dietary fiber, with just 7% hitting recommended amounts — even less among men.
Fiber is plant-derived, but ~90% of people don’t eat enough fruits and vegetables, causing most to consume <16 grams per day (less than an avocado’s worth).
Raw power. Indigestible by humans but indispensable for health, both soluble and insoluble fiber have major benefits.
- High fiber intake is linked to lower risk for CVD, diabetes, obesity, and GI issues.
- Prebiotic fiber boosts immune function while reducing cholesterol and inflammation.
- Soluble fiber slows glucose absorption, enhancing insulin sensitivity and weight loss.
A natural GLP-1 stimulant, fiber has found new life as a complement to hormone-mimicking meds, boosting effectiveness while mitigating side effects like diarrhea and constipation.
Fueled by deficient diets and inactivity, up to 27% of US adults are already chronically constipated — a condition linked to depression and cognitive decline.
Gut feeling. Despite the fiber gap, 62% of Americans believe they get enough.
Advising uptake, dietitians recommend eating more fruits and vegetables, and less gut-inflaming UPFs. Yet 47% of Americans want to supplement it instead, primarily through enriched snacks, functional beverages, and gummies.
With companies selling fiber as a fix for gut health, GI issues, weight loss, and longevity, that figure is about to rise.
Inside Track
Modern CPG is making fiber sexy, while incumbents ride the wave.
Medicinal to South Asian cultures, brands are repackaging psyllium husk as a GLP-1 alternative. Around since 1934, YoY sales of Metamucil’s psyllium husk supplements are growing by double digits, and Mintel reports 249 new psyllium products hit US shelves from 2018–2022.
Not the only “it” fiber, Supergut uses unripe banana in its metabolic fix, and BelliWelli’s gut health blend stars acacia sap. FODY’s IBS-friendly bar uses potato starch, while bars from The Good Bug and Olyra, plus OLIPOP and poppi sodas, take inulin from Jerusalem artichoke and chicory.
Food science, L-Nutra leverages prebiotic fibers in its fasting-for-longevity programs, and One Bio landed $27M for a concentration to be used in CPG development.
Takeaway: If diets revolved around whole foods, we’d fill up on fiber. But with obesity and gut dysfunction rampant, sneaking it into supps and snacks is easier to digest.
🎙 On the Podcast
SPX CEO Chris Howell discusses re-envisioning wellness spaces.
A global gym and wellness design firm, SPX has completed 100+ innovative projects across 14 countries for brands like Soho House, HUME, and Rumble Boxing.
We also cover: Custom equipment manufacturing, social recovery spaces, and balancing design with functionality.
Listen to today’s episode here
🍎 Digital dietitian startups add funding
While GLP-1s treat symptoms, nutrition counseling platforms are raising capital to prevent them.
RD-in-a-box. Connecting users with in-network dietitians, startups Fay and Berry Street each announced $50M in funding last week. Leveraging AI, both companies streamline admin for RDs, helping them operate independent practices to deliver preventative, nutrition-led care.
Buy-in. With poor diet causing 678K+ US deaths annually, 48M households managing diet-related conditions, and GLP-1s driving demand for dietary guidance, digital nutrition platforms are scaling rapidly:
- Focusing on underserved populations, Foodsmart secured $200M in June.
- Free for 94% of its patients, Nourish raised $35M for expansion last March.
- The first to be funded by a payer, Culina Health added $7.9M in December.
Evolving the food-as-medicine movement, platforms are shifting from rigid prescriptions toward personalized, sustainable, certified guidance.
Looking ahead: As companies secure insurance coverage and streamline access, digital dietitians could make preventive nutrition care as routine as writing a prescription.
📱Powering Connected Wellness Brands
Youll’s no-code platform turns one-off wellness products into recurring revenue streams.
Level up. Hardware is just the start. A content-driven app keeps users educated, engaged, and returning for more.
No pain. With Youll, your subscription app is ready in 30 days. Effortlessly update content, manage subscriptions, and customize with an intuitive admin panel.
All gain. A frictionless UX unlocks remote hardware control while keeping users active with guided content, notifications, and community-driven experiences.
From saunas to cold plunges and beyond, Youll integrates with any Tuya-compatible or custom device. It’s your wellness platform, under your control — with no tech headaches.
Book a demo: Learn how to turn your hardware into a connected services business.
🩸 New blood test detects endometriosis
Australian biotech company Proteomics International plans to launch the world’s first blood test for endometriosis this year.
End game. In a peer-reviewed trial, Proteomics’ researchers identified 10 protein biomarkers associated with the chronic condition. Its PromarkerEndo blood test achieved 85%+ accuracy for early-stage detection and 99.7% accuracy for severe cases.
Pain point. Endometriosis affects roughly 1 in 10 women globally—approximately 190M individuals—yet remains severely underdiagnosed. Beyond pain, it can cause fertility and quality of life issues.
Taking seven years on average to pinpoint, earlier detection could allow for effective noninvasive therapies in place of surgery.
Looking ahead: With patents pending globally and an Australian launch imminent, Proteomics’ test looks to join the wave of breakthrough diagnostics advancing women’s health.
📰 News & Notes
- Talent tracker: 25+ health & fitness execs on the move.
- Oura outlines AI strategy, eyes $100B health data empire.
- Nike announces elite distance running program Swoosh TC.
- Shed debuts combined clear protein and hydration drink mix.
- Peloton launches public Teams, enhances community features.
- Athletic Brewing’s NA beer pours at Live Nation concert venues.
- Bevel lands fresh funding, launches AI-powered nutrition tracking.
- buycycle named official online bicycle marketplace of USA Triathlon.
- Vi unveils reports highlighting the state of AI across health and wellness.
- Equipment maker Eleiko signs human performance contract with US Navy.
- lululemon enlists 78-year-old fitfluencer Joan MacDonald for new campaign.
- Read the latest Fitt Insider report: How AI Can Supercharge Health & Wellness. It’s 100% free, no download required.
💰 Money Moves
US 🇺🇸 / Canada 🇨🇦
Telenutrition platform Fay secured $50M in a Series B led by Goldman Sachs, with participation from General Catalyst and Forerunner Ventures.
Nutrition counseling platform Berry Street raised $50M in a Series B led by Northzone and Sofina.
Boutique operator barre3 acquired San Diego-based chain Studio Barre.
Interactive Strength, operator of FORME and CLMBR equipment brands, acquired Sportstech, a German maker of connected fitness products.
Pickleball matchmaking platform Pickleheads secured $2.5M in funding.
Outdoors media and technology platform Outside Interactive acquired adventure travel booking platform Inntopia.
Sweat patch maker Epicore Biosystems raised $26M in a Series B round led by the Steele Foundation for Hope.
Little Otter, provider of whole-family mental health care, raised $9.5M in a funding round.
PlantBaby, makers of organic nutritional drinks for kids, closed a seed round led by B2 Partners.
Comma, creator of privacy-focused period tracking app Sara, raised $2M in a seed round.
Summer Health, a text-based pediatric care platform, acquired Gen Z-focused digital healthcare company Caraway.
Hiveclass, a virtual PE and sports training platform for kids, secured $1.5M in a seed round.
Montréal-based menopause care platform Coral raised CA$4.1M ($2.9M) in a seed round.
School-based telehealth provider Hazel Health acquired mental wellness platform Zeera.
Europe 🇪🇺
Spanish budget gym Synergym secured a €70M ($72.3M) syndicated financing agreement led by Banco Santander.
British cycling apparel brand Kostüme added £140K ($174K) via crowdfunding.
Tech-enabled mental health platform neurocare landed €19.3M ($19.9M) in a round led by Impact Expansion.
Asia 🌏
Indian supplements maker Fitspire landed $1M in a bridge round.
Babynama, an Indian digital pediatric care platform, raised $700K in funding.
Padel club Pop Padel secured funding from Apricot Capital to expand in Singapore and Malaysia.
Latin America 🌎
Brazilian supplements maker Cycles Nutrition landed $2.5M in a round led by Headline.
Chile’s Outscape, operator of off-grid nature cabins, secured $600K to expand.
Today’s newsletter was brought to you by Anthony Vennare, Joe Vennare, Ryan Deer, and Jasmina Breen.
