Fitt Insider

Technogym unveiled Reform, its first Pilates reformer. The Italian equipment maker's latest innovation merges high-end design with maximum functionality and app-led classes. With every gym rushing to add strength and Pilates, Technogym wants to deliver the total package.

Mindful drinking is having a moment. With nearly half of Gen Z saying they never drink, the rise of booze-free beverages and sober social scenes is reshaping the future of socializing. From brands like Athletic Brewing Co. and Ghia to wellness clubs offering alcohol-free connection — the shift is real.

Hiring for a health and fitness role? Post your opening to Fitt Jobs! We’re building the industry’s go-to resource for hiring and getting hired. Now, it’s free for companies to submit openings for inclusion on the jobs board. Just click here: https://buff.ly/KNY6bWP Keep in mind, because we’re working hard to ensure high-quality listings, all posts are subject to approval. But, we’re stoked to be able to include more companies and help the industry attract world-class talent.

Catch up on the latest health and wellness headlines 💪 📰 Wellhub acquired Urban Sports Club. Talo Organic Grill plans seed oil-free restaurant in Venice, CA. Garmin launched a premium AI subscription. Tom Brady joined GOAT Gummies as a co-founder. What other wellness news are you following? Let us know in the comments.

ŌURA launched its AI-powered personal health companion. Moving out of beta Oura Advisor interprets user data—from sleep and activity to stress and readiness—to offer personalized insights, trends, and action plans. More than a chatbot, the AI coach advances Oura’s effort to bridge wellness and healthcare.

The Hershey Company is going beyond chocolate. The company just struck a $750M deal for LesserEvil Brand Snack Co., a clean-label snack brand known for its organic popcorn, space balls, and onion rings made with better-for-you ingredients. It’s part of a bigger trend: Big Food snapping up health-first brands to future-proof their portfolios. Hershey previously acquired Dot's Pretzels and Sour Strips. Now, with LesserEvil, it’s betting on wellness-snacking to reach new consumers.

Press Release: FlyKitt launched its AI fitness coach. By visually scanning any gym, Flykitt Fit generates custom workouts based on available equipment and personalzied needs—including energy level, fitness goals, and schedule. The workout generator joins Flykitt's patented jet lag elimination system foroptimizing human performance on the go.

Talo Organic Grill closed a seven-figure investment to open its first physical location in LA, with more sites planned. Known for its viral beef tallow-cooked fries and clean ingredients, the better-for-you fast-casual restaurant avoids seed oils, emulsifiers, and ultra-processed foods across its entire menu. Founder Graham Honig says the cultural shift toward cleaner food couldn’t be better timed, and Talo plans to lead the charge.

Apple is developing an AI-powered “doctor.” Known internally as Project Mulberry, the initiative pulls data from Apple Watch, AirPods, iPhone sensors, and third-party devices to create a proactive wellness coach accessible inside a revamped Health app. According to Bloomberg, the new service could roll out as soon as next year, offering personalized health insights, food tracking, and doctor-led video content.

In this Q&A, you’ll hear from Matt Wan, co-founder and CEO of sett, creators of a nicotine alternative for performance and productivity. Born from a fruitless search for better-for-you nicotine products, Matt discusses the challenges of scaling with an entrenched stigma.