A smart ecosystem transforming healthcare through exercise.
Consumers are high on THC beverages.
Stone Age
A medicinal staple since 2800 BC, cannabis was outlawed by America in 1937, with sociopolitical motives leading legislators to deny therapeutic effects.
California became the first state to legalize medical use in 1996, but it’s still a Schedule I drug — deemed more dangerous than fentanyl, cocaine, oxycodone, and ketamine.
Citing healing properties and recreational value, proponents report mental (81%), physical (62%), and emotional (82%) benefits from personal experience.
Hash It Out
A loophole in the 2018 Farm Bill allowed hemp-derived THC products to be sold outside dispensaries, sparking the surge of DTC beverages.
As alcohol sales stumble over health concerns, weed tonics are positioning as an approachable, better-for-you alternative. Promising relaxation without regrets, THC seltzers are projected to hit $1B in sales this year and $4B by 2028.
OGs. Honoring the stoner ethos, Cheech & Chong launched High & Dry Seltzers, Snoop Dogg debuted Iconic Tonics, and Seth Rogen sells sips under his 420 lifestyle brand Houseplant.
Rebranders. Promising a chiller way to party, Cali Sober’s pastel cans are a poolside vibe, while Cann markets to newcomers with microdoses. Riding the functional boom, BRĒZ incorporates adaptogens to “turn up, tap in, or tune out.”
Originating as a salve for alcoholism, Magic Cactus hydrates while soothing. Born from a brother-sister duo’s health struggles, Soul sees its spot in modern medicine cabinets.
Mixologists. Infusing new flavors, MXXN’s highly concentrated hard liquor alternatives are crafted for bar carts, while Fable and Nowadays offer RTD cocktails.
Munchies. Alongside bevs, edibles are being reimagined to reach new personas. Appealing to the wellness crowd, Miss Grass, Mary & Jane, and FK+ turn THC time into an intentional ritual, while Acknowledge sources from its own certified organic regenerative farm.
Tripped Up
As legislators crack down, sellers may be forced to restrategize.
In the meantime, brands are taking initiative to prove they’re a better option than alcohol, collectively sponsoring the world’s first infused beverage study.
Despite millennia of anecdotal evidence, recent studies linked THC to heart disease and reduced brain function. Yet, it’s also used to manage symptoms of cancer, Parkinson’s, MS, sleep apnea, and chronic pain.
As Michael Pollan points out, the ancient Greeks understood drugs to be double-edged, calling them “pharmakon” — a word meaning either poison or cure, depending on context.
Framing cannabis as risk-free could be an overreach, but when so many drugs—from ketamine to testosterone—are available on-demand, its Schedule I status isn’t scaring anyone.
A sign of shifting sentiment, the NBA dropped the drug from its banned substances list, while the NFL relaxed restrictions.
Looking ahead: It may pose developmental harm to kids, but most adults see cannabis as low-risk. With weed now gentrified, the government has a slim chance of stopping its spread.
🎙 On the Podcast
Next Health founder and CEO Dr. Darshan Shah discusses the evolution of longevity clinics.
Founded in 2016, Next Health is scaling clinics to help patients preserve vitality, with services spanning executive physicals, regenerative therapies, aesthetic treatments, and more.
We also cover: The four pillars of longevity care, building a model for N-of-1 medicine, and the complexities of medical franchising.
Listen to today’s episode here
🥊 Xponential Fitness hits reset
The boutique fitness operator sold indoor cycling concept CycleBar and boxing studio Rumble to Extraordinary Brands, which also acquired Row House from Xponential last May.
Shakeout. While boutique studios account for 23M US gym memberships, growth has been uneven. At XPOF, Pilates, stretching, and barre make up 85% of sales, with Club Pilates alone driving 57%.
Next step. Facing headwinds, XPOF vowed to do more with less, divesting from five brands in two years. This year, it plans to reduce studio openings by 30%, focusing on high-performing modalities and more selective franchisee vetting.
Streamlined. Once a race to diversify, franchise supergroups are adjusting to a new era. Betting on Pilates, strength, and longevity concepts, Xponential founder Anthony Geisler launched Sequel Brands, while F45 reorganized under holistic parent FIT House of Brands.
Punchline: As gyms integrate boutique concepts and wellness amenities, Xponential and other franchisors must confront a boutique fitness identity crisis.
🏋️ 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.
🧪 Creatine’s quality crisis
Independent testing from Eurofins, SuppCo, and NOW Foods revealed widespread misrepresentation in the creatine gummy category, with some containing <2% of their claimed dose.
Undersight. Gummies are harder to formulate than powders, but brands rarely disclose testing data. With little FDA enforcement, the market is flooded with unverified products from low-cost manufacturers.
Booming. Known for building muscle, creatine is now trending for brain health, beauty, and longevity. Driven by new use cases and formats, global sales are set to grow 279% by 2030, reaching $4.2B.
New fans. Wellness-focused consumers, especially women, are fueling demand, but 40% still don’t understand what creatine does. As hype outpaces education, brands and influencers are controlling the narrative, with or without science.
Takeaway: Creatine’s boom exposes a bigger issue: Scale without standards is a race to the bottom. As consumer expectations rise, supplement brands must deliver on their claims, leading with clinical validation and transparency for lasting trust.
📰 News & Notes
- Study: UPFs fuel obesity crisis.
- Watch: the new rules of Gen Z wellness.
- ARMA opens wellness x BJJ club in London.
- Trellis Health unveils postpartum blood panel.
- Liquid Death readies “unextreme” energy drinks.
- NOVOS introduces longevity-focused nutrition bar.
- Life Time plans pro pickleball tournament for October.
- Founder Ty Haney returns to Outdoor Voices, plans relaunch.
- Eight Sleep activates hot flash mode for menopausal women.
- Progyny, Oura integrate women’s health, family planning data.
- The Athletic Clubs launches coach-led, AI-matched run groups.
- Americans now spend more on healthcare than food or housing.
- Save the Date: Join us in West Palm Beach, FL November 13–16 for the Fitt Insider x Eudēmonia Health Innovation Lab.
💰 Money Moves
US 🇺🇸 / Canada 🇨🇦
Boutique fitness operator Extraordinary Brands acquired CycleBar and Rumble brands from Xponential Fitness.
Brain diagnostic developer Nudge secured a $100M Series A led by Thrive Capital and Greenoaks.
Canada’s Mara Renewables, a company producing omega-3 DHA for food and supplement companies, raised $9.1M.
Journey, an enterprise mental health platform, secured $8M in a Series A led by Cambrian Growth Partners.
Nara Organics, maker of clean-ingredient baby formula, launched with $32M in funding.
Europe 🇪🇺
Numan, a UK-based digital health platform, secured $60M in a funding round.
Triathlon event operator Professional Triathletes Organisation (PTO) closed a Series C round led by SURJ Sports Investment.
Czech virtual cycling platform ROUVY acquired Spanish indoor cycling platform BKOOL.
UK-based fitness holding company Wellverse acquired multimodality boutique chain Frame.
Belfast-based fluid focus, maker of a screentime management app, secured £640K ($854K) and will enter the US.
Germany’s all inclusive Fitness merged with FIT STAR, creating a chain of 160 gyms.
Asia 🌏
Indian mental health platform LISSUN acquired US-based mental well-being platform Being Cares.
Saudi Arabia’s Calo, a healthy meal delivery service, secured $39B in a Series B extension and will enter the UK.
Today’s newsletter was brought to you by Anthony Vennare, Joe Vennare, Ryan Deer, and Jasmina Breen.
