Fitt Insider

October 13, 2026: Your daily rundown of health and wellness news, in under 5 minutes.
Today's top stories:
Sava raises $36M Series B led by Ascensia Diabetes Care to bring a microneedle continuous glucose monitor to market
Google Health partners with Flo Health to sync cycle tracking with Fitbit data for 80M+ monthly users starting next year
NFL invests in flag football as high school girls' participation jumps 48% to 100,000+ ahead of its 2028 Olympic debut
More from Fitt:
Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.
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Today, I'm joined by Keith Barlow, founder & CEO of XENOM.
 
A two-day, 10-event competition testing gymnastics, strength, and metabolic conditioning, XENOM is positioned as the mass-participation alternative to elite-only fitness competitions.
 
In this episode, we discuss building the "decathlon of fitness."
 
We also cover:
 
Partnering with CrossFit and HYROX
Competitive fitness as a cultural phenomenon
The business model behind large-scale fitness events
 
Subscribe to the podcast → insider.fitt.co/podcast 
Subscribe to our newsletter → insider.fitt.co/subscribe 
Follow us on LinkedIn → linkedin.com/company/fittinsider 
 
XENOM's Website: https://www.xenom.global/ 
Instagram: https://www.instagram.com/xenomglobal/ 
Keith on Instagram: https://www.instagram.com/keith.barlow1/ 
Keith on LinkedIn: https://www.linkedin.com/in/keith-barlow-31490947/ 
 
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The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.
 
Fitt Talent: https://talent.fitt.co/ 
Consulting: https://consulting.fitt.co/ 
Investments: https://capital.fitt.co/ 
 
Chapters:
(00:00) Introduction
(00:01) Keith's background
(01:28) Founding story
(02:03) HYROX founders partnership
(05:02) CrossFit consumer vs. HYROX consumer
(06:50) Event for everyday athletes
(09:55) Partnership strategies
(14:00) Venture pitch
(18:51) Events, sponsorship, tickets
(21:45) Event execution
(25:45) Participation tiers and accessibility
(28:30) Scoring system
(31:19) Programming for affiliates, not just elite
(34:00) 3–5-year vision
(36:00) Where to find and follow XENOM
(36:45) Conclusion

October 9, 2026: Your daily rundown of health and wellness news, in under 5 minutes.
Today's top stories:
Wally raises $25M Series A to grow from 15 to 100 dental locations, charging $249 a year for unlimited cleanings without insurance
Outro Health raises $7M to scale its deprescribing platform, building personalized tapering plans for antidepressants and other long-term medications
PepsiCo cuts its full-year earnings outlook as North American volume slips, even as it leans into protein, fiber, and zero-sugar products
Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.
More from Fitt:
Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.
Subscribe to our newsletter → insider.fitt.co/subscribe 
Work with our recruiting firm → https://talent.fitt.co/
Follow us on Instagram → https://www.instagram.com/fittinsider/
Follow us on LinkedIn → linkedin.com/company/fittinsider 
Reach out → insider@fitt.co

October 8, 2026: Your daily rundown of health and wellness news, in under 5 minutes.
Today's top stories:
HYROX founders join XENOM as investors and board members, forming a partnership between two hybrid fitness competition brands
Study of 1,000+ Australians links childhood cardiorespiratory fitness to a lower risk of adult depression, with a 20% lower rate among women
Eli Lilly and Novo Nordisk data show GLP-1 patients had biological ages two to three years lower than placebo, pushing the drugs into the longevity race
Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.
More from Fitt:
Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.
Subscribe to our newsletter → insider.fitt.co/subscribe 
Work with our recruiting firm → https://talent.fitt.co/
Follow us on Instagram → https://www.instagram.com/fittinsider/
Follow us on LinkedIn → linkedin.com/company/fittinsider 
Reach out → insider@fitt.co

October 7, 2026: Your daily rundown of health and wellness news, in under 5 minutes.
Today's top stories:
TJ Parker's General Medicine raises $120M to build a consumer layer for healthcare, treating care like ecommerce in a $5T market only 4% digitally penetrated
Altro Health raises $7M to help fitness operators and medspas offer peptides, GLP-1s, and hormone therapy in-house, working with 500 businesses already
True Food Kitchen files Chapter 11 and closes 12 restaurants, putting the wellness chain up for sale while 34 locations keep operating
Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.
More from Fitt:
Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.
Subscribe to our newsletter → insider.fitt.co/subscribe
Work with our recruiting firm → https://talent.fitt.co/
Follow us on Instagram → https://www.instagram.com/fittinsider/
Follow us on LinkedIn → linkedin.com/company/fittinsider
Reach out → insider@fitt.co