A smart ecosystem transforming healthcare through exercise.
Hey, gang 👋
Quick update: Fitt Insider has acquired Active Overwatch, and its founder, Jake Heyen, is joining our consumer discovery platform Wellworthy.
Together, we’re building the modern media ecosystem for wellness leaders, consumers, and brands. For more: Read the full press release and subscribe to Wellworthy.
Anthony & the Fitt team
Activewear is unraveling.
Sizing Up
After a post-pandemic boom, activewear plateaued in ’22–23 but rebounded to $80B this year.
Yet, incumbents are slipping: Nike and adidas lost 3% of global market share from 2019 to 2024, while lululemon saw June sales and store traffic decline.
As tariffs squeeze margins and challengers crowd the field, the rules are changing.
Athliving
Fitness is no longer a monoculture. From run clubs to sauna raves, diverse movement mindsets are shaping identities.
Making alterations, brands are fusing function and fashion for consumers who move differently, dress intuitively, and crave cultural alignment.
Athleisure. Worth $338B and projected to double by ’32, athleisure is evolving beyond leggings — with their sales down 8% over three years.
Ditching spandex, female wellness consumers are opting for flowy bottoms from brands like FP Movement, Adanola, Outdoor Voices, and Sporty & Rich. Serving transitional streetwear-inspired threads, labels like Legends are elevating the off-duty athlete’s wardrobe.
Sportswear. Democratizing high performance, Sweden’s UNNA prizes personal victories over podiums, SAYSKY brings Scandi simplicity, and On’s softness-meets-strength approach pushed apparel sales up 80% in H1.
Mixing wellness, culture, and performance, while on earth’s adaptive fabrics set an intentional tone for the day, District Vision frames gear as a mindfulness tool, and Literary Sport positions apparel as part of a larger personal narrative.
Gorpcore. Combining utility and aesthetic for the modern adventurer, Salomon’s new “Sportstyle” stores blur trail and runway, while Japan’s and wander turns technical design into cultural cachet — fueling collaborations across activewear and luxury fashion.
Tapping women’s social reach, Hikerkind turns community into commerce — 10% of all sales come from members of its Hike Club, which counts 18 national chapters.
New Threads
From Spence’s tennis sets to Ryker’s toxin-free threads to LDMA’s active intimates, subcultures are splintering the market — proving identity, community, and storytelling drive adoption.
But incumbents aren’t throwing in the towel. Going grassroots, Nike is activating youth across the globe with gritty street soccer tournaments, enlisting rapper Travis Scott to host in LA.
Fighting for cultural resonance, adidas dropped Fear of God hoops gear, PUMA doubled down on HYROX, and Levi Strauss-owned Beyond Yoga lent actress Issa Rae creative control.
Punchline: Brands don’t define activewear; consumers do. It’s not just about matching sets anymore. It’s about how we train, how we live, and what our gear says about us.
🎙 On the Podcast
Viome Life Sciences founder Naveen Jain discusses the power of personalized medicine.
Advancing precision therapeutics, Viome analyzes 100M biomarkers to deliver nutrition and supplement recommendations based on individual molecular biology.
We also cover: Why DNA testing falls short, molecular insights into chronic disease, and leveraging AI for hyper-personalized stacks.
Listen to today’s episode here
🎽 Brands trade sponsorships for owned events
From Bare Performance’s G1M ultramarathon to Represent 247’s Mission: Rivington and the Bandit Grand Prix, brands are engineering experiences that embody their ethos.
Worldwide. On’s Track Nights blend elite competition with festival vibes, while Nike’s After Dark Tour reframes racing as cultural expression. In the UK, Unsanctioned Athletics fuses chaos, speed, and style into a raw new format.
Be real. IRL events are surging, with 75% of people saying they’re the antidote to loneliness and screen fatigue, and 84% having made a close friend through attending.
Own it. By running the show, brands control the vibe, forge emotional loyalty, and turn community into infrastructure — creating connection, content, and cultural capital paid media can’t replicate.
Takeaway: In a fragmented, niche-driven world, participation beats promotion, and homegrown, culture-first events win.
🏋️ 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.
🩸 Building the metabolic health OS
CGMs and digital twins are becoming the behavior change layer for weight loss drugs.
Cleared. Signos earned FDA approval for its Dexcom-based weight loss program, tying glucose to diet, sleep, and exercise. Helping members shed ~8% of body weight in six months, it’s syncing Dexcom’s prescription-free Stelo device and seeking insurance coverage.
Coached. Twin Health raised $53M at a $950M valuation for its AI coaching model, informing interventions with wearable and CGM data. Among members, 71% reversed diabetes and 81% stopped GLP-1s.
Mixed bag. Levels linked Dexcom’s Stelo but remains classified as wellness, not medical-grade. Meanwhile, nutrition-focused Virta Health now prescribes GLP-1s but also promises to curb usage.
Punchline: With or without GLP-1s, the companies building metabolic health’s operating systems could control the on-ramp to lasting health.
📰 News & Notes
- FitOn enters MSK care.
- Gen Z can’t quit social media.
- GLP-1s reshape menopause care.
- Strava launches B2B subscriptions.
- Life Time, AG1 debut sleep powders.
- Little Spoon, Siete create healthy kids meals.
- Third Space adds performance, recovery labs.
- Oura wins ITC suit over Ultrahuman, RingConn.
- Therabody, Flex unlock Letters of Medical Necessity.
- SHA taps WHOOP for performance-based longevity protocols.
- FTC sues LA Fitness over “impossible to cancel” memberships.
- Google readies AI health coach, teams with Steph Curry, Rhonda Patrick.
- We already know your next hire: Enlist our specialized recruiting firm to connect with high-performers from the Fitt Insider community.
💰 Money Moves
US 🇺🇸 / Canada 🇨🇦
Fitt Insider acquired wellness media platform Active Overwatch.
Performance apparel brand while on earth secured an equity investment from NFL star Christian McCaffrey.
Twin Health, a metabolic health platform using AI digital twins to inform interventions, raised $53M in a Series E at a $950M valuation.
Magic Science Corporation, maker of skincare serum Magic Molecule, landed an investment from NexPhase Capital.
Molecular You, a preventative health platform employing multi-omic testing, secured $5M in a Series A.
Women’s martial arts training app FeMMA added $1.1M in a round led by Strava co-founder Michael Horvath.
Wellth, a gamified healthcare adherence platform, raised $36M in a Series C round.
Incrediwear, maker of bioactive infrared recovery apparel, landed an equity investment from tennis star Novak Djokovic.
Eyebot, developer of rapid eyesight testing kiosks, raised $20M in Series A led by General Catalyst.
Hybrid telehealth platform Eden Health acquired compounding pharmacy Contigo Compounding.
Canadian outfitter Local Laundry acquired Canadian women’s outdoor apparel maker alder.
Sleep health data platform SleepScore Labs raised $5.5M and rebranded to Sleep.ai.
Structural Elements opened a crowdfunding campaign to scale movement health clinics.
Europe 🇪🇺
Swedish digital therapy platform Mindler raised €15M ($17.5M) and acquired Ieso Digital Health UK, an NHS-sponsored digital therapy provider.
The UK’s DITTO Daily, maker of menstrual health supplements, raised £1.35M ($1.8M) in a round led by Eka Ventures.
Asia 🌏
Japan’s FiT, operator of staffless gym chain LifeFit, raised ¥1.5B ($10.1M).
Seveno Capital principal Allen Law invested S$20M ($15.6M) to open Singapore-based longevity clinic MORROW and pledged $156M in total.
Hong Kong fitness operator PURE Group secured $50M in financing.
Australia 🇦🇺 / New Zealand 🇳🇿
Posca Hydrate, an Aussie electrolyte beverage made with red wine vinegar, secured backing from SPC Global.
Today’s newsletter was brought to you by Anthony Vennare, Joe Vennare, Ryan Deer, and Jasmina Breen.
