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NEWS: Oura acquires Veri Evolving from sleep tracker to holistic health device, the smart ring maker sees metabolic health as the next frontier. — 97% of Oura users want insights on how food impacts health — 13% have worn a continuous glucose monitor — 53% are interested in wearing a CGM Adding Veri's CGM platform, Oura plans to contextualize blood sugar beyond weight loss.

Oura surpassed 2.5M rings sold. 💍 More than sleep or fitness, its focus on women’s & holistic wellness is fueling growth. Its users are 60/40 female/male. It added a subscription in 2021. Smart rings cost $300-$550 + $5.99/mo for app access, with 20%+ of revenue from subscriptions. Pushing innovation, Oura is the ring leader for now.

Athletic Brewing raised $50M at a $800M valuation 🍻 Approaching unicorn status, its nonalcoholic beer is in high demand. But, the brand wasn't an overnight success. When founder Bill Shufelt started, 100+ investors turned him down. Proving them wrong, Athletic now owns 19% of the nonalcoholic beer market. On trend, Athletic’s rise coincides with a cultural shift away from booze — especially among health seekers and younger demographics. As more people abstain, brands like Athletic Brewing will grow into massive businesses – helping reshape our relationship with alcohol.

Sauna and ice bath studios are scaling up 📈 After raising $8M last year, @othership_us is set to open a 7K square foot location in NYC. It integrates breathwork and meditation with a 90-person sauna and cold plunges to deliver “peak experiences” for emotional well-being.

Concept2 dominates indoor rowing. Here’s how the family-owned, US-made company set the gold standard – maintaining its top spot for 40+ years.

Nike 🤝 Hyperice The sportswear giant and recovery tech company just dropped two products. 👟 @Nike x @Hyperice Boot: delivering targeted heat and massage to feet and ankles. 🎽 Nike x Hyperice Vest: helping athletes regulate their body temperature with instant heating or cooling. Introducing wearable “pre-covery” gear, the tech aims to elevate high performance.

The future of fitness, food, health, and wellness is taking shape. Here are a few trends we’re tracking at @fittinsider 🏋️ Fitness Systemized strength: Goal-specific weight training targets injury prevention, fitness racing, and healthy aging. Hyper-personal training: Technology won’t replace trainers, it’ll 10x outcomes. Gym-as-clinic: Gyms will offer preventative scans, blood tests, and pharmaceuticals. 🥗 Food Prescription diets: Food as medicine gains traction as an alternative to GLP-1s. Eco-eating: Consumers ditch ultra-processed foods, seed oils, and toxins. Stealth health: Personalized and performance-minded food and bev are tailored to bioindividual needs. 🏥 Healthcare Concierge care: From big-box retailers or specialized providers, on-demand services will spread across income levels. Self-health: FDA approvals, integrations, and healthcare partnerships democratize wearables and at-home diagnostics. Wellness rewards: Insurance companies incentivize healthy lifestyles, offering rebates for improved biomarkers. 🧘 Wellness Immortality elixirs: Metformin, NAD+, and biological age tests spur demand for mainstream longevity drugs. Mental fitness: Physical challenges like cold plunges and rucking become tools for self-regulation. Wellhoods: Developers will expand utopic neighborhoods conducive to community and outdoor activities. What did we miss? What health and wellness trends do you think will be most impactful? Let me know ⬇️ 💬