A scalable, AI-powered ecosystem.
🤝The first-ever Fitt Insider x Eudēmonia Health Innovation Lab kicks off in a few days at Eudēmonia Summit. Reply to this email if you’ll be there — excited to connect in person.
Wellness is going places.
Destination Wellness
Per Hilton research, travelers are seeking rest (56%), nature (37%), mental health (36%), and “me time” (20%), with 86% valuing experiential aspects over material.
Not doing it for the gram, meaning-hungry consumers are reshaping the $1T+ wellness tourism market, wanting emotional renewal over sanitized luxury.
Hilton calls it the “whycation,” Marriott says guests want “memory-making over passive pampering,” and Michelin added an award for “transformative” wellness hotels.
The Journey
In 2025, features like a full-stack gym, farm-fresh food, and spa treatments are table stakes.
The defining feature and differentiator of wellness hospitality is now the ability to steward personal transformation — setting ideal conditions with obsessively curated programs.
Clinical. Among top earners, 93% now expect personalized itineraries.
Bundling bar-none amenities, destinations, diagnostics, and care, brands like SHA, Six Senses, and Clinique La Prairie set the standard for medical wellness travel.
Pre-/post-trip testing, wearable integrations, and 1:1 coaching are already expected. Next up, demographic-specific offerings like Canyon Ranch Austin’s women’s hub promise to usher people through the aging journey — optimizing health while re-examining selfhood.
Adventurous. Exploring the world beyond resorts, 74% of young runners have considered a countryside run-cation.
En route to introspection, Aire Libre and The Slow Cyclist host group walking, running, and biking experiences. Catching feels, Black Tomato books adventures by the emotions customers crave.
Idyllic. Delivering a taste of a different life, agritourism and off-grid escapes like Sonoma county’s NewTree Ranch are gaining.
Selling a state of mind, TN-based Blackberry Farm’s wellness philosophy centers on seasonal change, while Cabilla Cornwall facilitates somatic breakthroughs in the rainforest. Catering to casual active types, Another Place built grounds for slow and social recreation in England.
Challenging. Catering to high-performers, professional athlete-led experiences are spreading, with searches for “workout holidays” up 50% overseas.
Hard-chargers can learn fencing from an Olympic champ at Sardinia’s Forte Village, attend a Caribbean tennis clinic with Sloane Stephens at Rosewood Little Dix Bay, learn Novak Djokovic’s biohacks at Aman, or emulate NBA’er Bam Adebayo’s routine at BodyHoliday St. Lucia.
Convenient. Removing the hassle from healthy travel, hoteliers like Zamaya, SIRO, and Equinox orient around fitness lifestyles.
A partner play, Manner SoHo and ClassPass teamed up to serve guests unique wellness experiences in NYC. A membership model, Proper Hotel’s club system guarantees access to in-house performance, recovery, and community from LA to Miami.
Punchline: Wellness is a travel driver, not a spa add-on. For luxury or farm stays alike, consumers will pay a premium for less stress and more transformation.
🎙 On the Podcast
Ammortal founder & CEO Brian Le Gette discusses regenerative wellness tech.
A wellness technology company, Ammortal’s immersive recovery chambers combine PEMF, red light, molecular hydrogen, breathwork, and meditation into a single therapeutic experience.
We also cover: Creating a category, raising a Series A, and designing for mind-body healing.
Listen to today’s episode here
🛒 Unhealthy foods dominate grocery purchases
A new NielsenIQ x FoodHealth report analyzing 210B transactions and 70K households found most Americans are buying food that works against their well-being.
Low score. The average grocery haul rated 48.9 out of 100 on nutrient density and ingredient quality — far from the “healthy” mark of 88. Processed food and drinks account for 60% of spending.
Collateral damage. Among low-scoring shoppers, 80% have obesity or hypertension, 72% diabetes, and 60% live with multiple chronic conditions. Hitting kids hardest, as children reach school age, salty snack and candy sales sharply rise, dragging household health scores down.
Myth busted. Despite cost concerns, total spend isn’t indicative of diet quality. SNAP users scored roughly the same—or slightly better—than non-SNAP shoppers.
Takeaway: The healthiest 10% of foods (just 6–7% of shelved items) is growing 14% faster than the rest. Incentivizing small swaps could be key to driving systemic change.
🏋️ Give Your Trainers Superpowers
EGYM is bringing AI to every fitness floor.
Smarter workouts. Combining real-time performance data with each member’s unique BioAge, EGYM Genius creates adaptive training plans — integrating free weights, smart machines, and 200+ tech partners.
✅ Members get tailored, progressive workouts
✅ Trainers deliver more support with less busywork
✅ Facilities gain modern, expert-led, and member-focused upgrades
Personalization at scale. It’s AI and BioAge working together to boost retention, efficiency, and outcomes.
Learn more → EGYM.com
⏳ Longevity is a growth engine
UBS projects global longevity spending will reach $8T annually by 2030, fueled by medical advances, aging populations, and new consumer priorities.
Health & biotech. GLP-1s alone could top $200B in annual sales this decade, while breakthroughs in Alzheimer’s, heart disease, and cancer open multi-billion-dollar markets. Supercharging labs, AI is accelerating diagnostics and drug discovery.
Consumer wellness. Prevention is replacing treatment as functional foods, supplements, and better-for-you products drive demand for vitality and metabolic health.
Beauty x longevity. Anti-aging is evolving toward inside-out optimization — from ingestibles to skin health, consumers want recovery, cognition, and resilience, not just aesthetics.
Lifestyle & finance. Wellness real estate, senior living, and 100-year-life planning are redefining retirement and wealth. Financial services must adapt to an aging but active population.
Looking ahead: Longevity is transforming every sector. Brands aligning health, science, and lifestyle will define how we live, age, and thrive.
📰 News & Notes
- Sweetgreen adds macro tracker.
- Noom launches glucose prediction.
- Hone Health integrates Prenuvo scans.
- FDA removes HRT “black box” warning.
- HYBRD launches adaptive training plans.
- EGYM decodes Gen Z, millennial gym habits.
- Life Time expands reformer Pilates nationwide.
- BODI reboots P90X, teams with Hyperice, ASRV.
- Therme plots thermal wellness oasis in Singapore.
- Smile House opens longevity-focused dental clinic.
- PILLAR Performance debuts at-home omega-3 test kit.
- MasterClass taps Dr. Peter Attia for longevity education.
- Under Armour, Notre Dame link for performance research.
- Analyzing Q3 earnings from hims, Garmin, Peloton, NIKE, and more.
- Announcing the Fitt Insider 2026 Scouting Report — the definitive index of early-stage, industry-shaping startups. Nominate a company here.
💰 Money Moves
US 🇺🇸 / Canada 🇨🇦
NextSense, maker of EEG-equipped wireless earbuds, raised $16M in a Series A led by Ascension Ventures.
Supplements brand Cymbiotika secured $25M in new funding.
Integrated food service platform Wonder acquired robotic kitchen developer Spyce from fast-casual eatery Sweetgreen for $186.4M.
Graymatter Labs, maker of nootropic drink mix Bright Mind, secured $1.3M in a seed round led by Venrex and APEX.
Better-for-you energy drink Lucky Energy raised $25M in a Series B.
Oddball, maker of better-for-you jelly snacks, raised $2M in a seed round led by Springdale Ventures.
Gamified mental health platform Affect Therapeutics landed $26M in a Series B led by Allumia Ventures.
Amae Health, operator of outpatient clinics for severe mental illness, raised $25M in a Series B.
AI-driven sports operations platform Fastbreak AI secured $40M in a Series A round.
Europe 🇪🇺
London-born TRIP, maker of calming beverages and supplements, secured $40M at a $300M+ valuation.
Lithuania’s Self.co, an at-home diagnostic platform for allergies and food intolerances, added €2.56M ($3M) in funding.
Asia 🌏
South Korea’s Sky Labs, developer of a cuffless blood pressure-monitoring ring, secured an investment from blood pressure tech maker OMRON.
Indian ayurvedic babycare brand BabyOrgano raised $2.2M from RPSG Capital and Sauce VC.
Indian value-based care provider PB Healthcare acquired metabolic health platform Fitterfly.
Indian mental health platform MindTalk landed $7.3M from Cadabams Group.
Today’s newsletter was brought to you by Anthony Vennare, Joe Vennare, Ryan Deer, and Jasmina Breen.
