MyFitnessPal, an OG in the food-tracking app space, has released preliminary data revealing that nearly 50% of its app subscribers who use the app daily achieved their weight loss goal (5%) within 16 weeks, with premium users logging a higher success rate (49.3%) than non-premium users (46.9%).

“Those who actively logged food in MyFitnessPal and engaged more frequently with the app were statistically more likely to reach their weight loss goal within four months,” said Dr. Zhaoping Li, professor of medicine and chief of the division of clinical nutrition at the University of California, Los Angeles. “This finding underscores the role of consistent food tracking as a cornerstone of progress towards weight loss goals.”

As MyFitnessPal points out, committing in the early stages appears to pay off. According to the nutrition app’s internal data, MyFitnessPal found that those who logged their food at least four days within their first week were seven times more likely to make measurable progress toward their weight loss goals.

“Whether you’re just starting out or navigating a medically-supported program, MyFitnessPal offers the tools and insights to support you every step of the way,” MyFitnessPal CEO Mike Fisher said. “While weight loss can seem daunting, just logging one meal can be the start of success.”

Fisher was appointed CEO of the popular nutrition-tracking app last year.

The platform has also been shown to be effective in medical weight management programs, such as Australia’s Medmate, a telehealth company that integrates GLP-1 medication with a premium MyFitnessPal subscription. Those who tracked their food intake with the app were 32% more likely to stick to their GLP-1 treatment than those who did not track foods, and by the eighth week, 37% who tracked their meals remained engaged in the weight management program.

“These results underscore the importance of food tracking in enhancing adherence to complex medical treatments and fostering long-term behavior change,” Medmate CEO and medical director Dr. Ganesh Naidoo said.

MyFitnessPal recently released a new voice-to-text feature for premium members this month, making tracking nutrition intake even easier. The latest offering follows MyFitnessPal’s other tools, such as barcode and image-based meal scanning.

“At MyFitnessPal, we’re always looking for new ways to make nutrition tracking easier and less time-consuming for our members,” MyFitnessPal chief product officer Tim Holley said. “Voice Log is a big step forward in simplifying the experience. By making logging more intuitive, we’re helping our members stay focused on reaching their goals.”

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Signe Svanfeldt is the Lead Nutritionist at Lifesum, a highly popular healthy eating platform

When most people think of fitness and well-being, they often focus on their physical strength, cardiovascular endurance or mental resilience. However, gut health is a critical component of health that’s often overlooked.

For athletes, fitness enthusiasts, and even those simply looking to maintain a healthy lifestyle, gut health is the foundation upon which much of our overall well-being and physical performance is built. 

The gut’s impact on fitness goes far beyond digestion – it influences energy levels, immune function, mental clarity and recovery, all of which are crucial to excelling in any fitness regime.

It’s not just athletes or fitness buffs who should be concerned about gut health. The wider population, including those in the workforce, must also prioritize digestive wellness. 

An estimated 70 million Americans suffer from gastrointestinal (GI) disorders like Irritable Bowel Syndrome (IBS), which cost the United States economy nearly $140 billion annually. These staggering figures point to the widespread impact of gut-related issues on health and productivity. Gut health is therefore not only a cornerstone of physical fitness but also of employee well-being and overall productivity.

The Foundation of Fitness

The gut plays a central role in how the body processes nutrients, manages inflammation and regulates energy levels. These functions are key to fitness, as they impact everything from muscle recovery to stamina. Here’s how gut health influences various aspects of fitness:

1. Energy & Endurance

The gut is responsible for breaking down the food we eat into the nutrients our body needs for energy. If gut health is compromised, nutrient absorption is impaired, which can lead to low energy levels and fatigue – two major roadblocks to consistent training and athletic performance. Athletes rely on efficient digestion to convert carbohydrates, proteins, and fats into energy during intense workouts. A poorly functioning gut disrupts this process, leaving the body without the fuel it needs to perform optimally.

Furthermore, the gut’s ability to maintain blood sugar levels can directly impact endurance. Balanced gut health helps regulate glucose levels, preventing sudden energy crashes during long training sessions or competitions.

2. Recovery & Muscle Repair

Recovery is a crucial part of any fitness routine, and the gut plays a vital role here as well. A healthy gut supports the body’s ability to manage inflammation and repair tissues after exercise. Inflammation is a natural response to intense physical activity, but if left unchecked, chronic inflammation can lead to injury or prolonged recovery times. The gut, with its diverse microbiome, produces anti-inflammatory compounds that help control this process, ensuring faster recovery and reducing the risk of injury.

Additionally, the gut helps synthesize essential amino acids that are used in muscle repair. Without proper gut health, this synthesis can be compromised, slowing down the body’s ability to rebuild muscle tissue and limiting gains in strength and performance.

3. Mental Clarity & Focus

Gut health doesn’t only impact the body – it plays a significant role in cognitive function. The gut-brain connection, often referred to as the “gut-brain axis,” reveals how the health of the gut can influence mood, concentration and decision-making. For athletes and fitness enthusiasts, mental clarity and focus are just as important as physical strength. Whether you’re aiming for personal records in the gym or competing at a high level, staying focused during training is essential for peak performance.

A healthy gut promotes the production of neurotransmitters like serotonin and dopamine, which are critical for mood regulation and mental sharpness. In contrast, an imbalanced gut can lead to brain fog, lack of focus and even anxiety – factors that can detract from fitness goals and overall well-being.

4. Immune Function

A robust immune system is essential for maintaining a consistent fitness routine. The gut is home to 70% of the body’s immune cells, making it a critical line of defense against illness. A balanced gut microbiome helps fend off harmful pathogens and promotes immune resilience. For athletes, this means fewer sick days, more time spent training and less disruption to their fitness progress.

Gut health also influences inflammation, and while short-term inflammation helps the body recover from workouts, chronic inflammation can impair immune function, leading to frequent illness or injury. By nurturing gut health, athletes can boost their immune defenses and support long-term fitness goals.

Gut Health in the Workplace: Why Employers Should Care

Gut health is not only essential for those pursuing athletic performance but also for employees across industries. Poor gut health can severely impact workplace productivity, absenteeism, and overall employee well-being. Just as it affects energy, focus, and immune function in athletes, it impacts professionals who need to perform at their best mentally and physically in their jobs. Given that digestive disorders cost the U.S. economy $140 billion annually, employers have a strong incentive to support the gut health of their workforce.

A healthy gut is linked to better mental clarity, stress management, and overall mood—all of which are crucial for maintaining a productive work environment. Chronic stress, which is prevalent in high-demand work environments, directly impacts gut function, leading to issues like IBS and other GI disorders. By addressing gut health in the workplace, employers can reduce sick days, improve job satisfaction, and enhance productivity. 

Here are a few key strategies employers can use to support their employees’ digestive health:

1. Promote Stress Management Practices

Chronic stress disrupts the digestive system, contributing to gut-related issues like bloating, constipation, and IBS. Employers can invest in mindfulness programs, offer yoga or meditation classes, and create stress-free spaces where employees can unwind. By helping employees manage stress, employers can not only improve gut health but also boost mental clarity and productivity.

2. Provide Gut-Friendly Snacks & Meals

Incorporating gut-friendly foods into the workplace can significantly enhance digestive health. Stocking breakrooms with fiber-rich snacks, prebiotic foods like bananas and oats, and probiotic options like yogurt and kefir can promote better gut health. Offering employees healthier choices will not only boost their energy levels but also improve their overall well-being, both in and out of the office.

3. Offer Access to Digestive Wellness Apps

Employers can provide access to wellness apps (like Lifesum), which offer personalized nutrition plans tailored to gut health. These apps help employees towards digestive wellness, such as tracking fiber and water intake. By supporting healthier dietary habits, employers can enhance both employee well-being and workplace performance.

4. Educate Employees on Gut Health

Finally, educating employees on the importance of gut health can foster a culture of wellness in the workplace. Offering workshops or wellness seminars on how gut health impacts mood, productivity and overall well-being can empower employees to take charge of their digestive health. These initiatives can reduce absenteeism and improve overall workplace morale.

Gut Health Is a Game-Changer

Incorporating gut-friendly practices into everyday life, whether through diet, stress management, or wellness programs, offers long-lasting benefits. The gut is more than just a digestive organ—it’s the foundation of a balanced, healthy life. Whether you’re an athlete aiming for peak performance or an employee striving for productivity, gut health is the key to unlocking your full potential. 

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A recent study from the University of Massachusetts Amherst, published in the American Journal of Clinical Nutrition, highlights concerning trends in the dietary habits of pregnant and postpartum individuals. The research, which assessed participants from early pregnancy to one year postpartum, underscores the urgent need for improved nutritional guidance and support during these critical life stages.

The study used the USDA’s Healthy Eating Index (HEI) to evaluate diet quality on a 0-100 scale, with an average participant score of 61.6 — equivalent to a barely passing “D” on a traditional grading scale. While slightly better than the national average for U.S. adults, this score reveals significant room for improvement.

Program Design Considerations

For fitness and wellness professionals working with women during pregnancy and postpartum, this research offers critical insights into the unique challenges faced by this population. Proper nutrition during these stages is essential not only for the individual’s health but also for long-term outcomes for the child.

Anna Maria Siega-Riz, senior author and dean of the UMass Amherst School of Public Health and Health Sciences, noted the disparities in diet quality linked to factors such as income, education, and access to resources. “Lower-income women may lack access to high-quality foods or the support needed to make lasting dietary changes,” she explained.

This means that nutritional education and behavior change strategies should consider a client’s socioeconomic context. Recognizing these barriers and collaborating with other professionals, such as dietitians, can lead to more effective support systems.

Key Findings

• Stable diet quality, but room for growth: The study found little change in dietary patterns from pregnancy to postpartum, with the lowest scores in whole grains, fatty acids, and dairy consumption. Professionals might consider recommending simple, cost-effective meal plans or grocery lists to improve these areas.
• Impact of sociodemographics: Higher diet quality was observed among higher-income, more educated participants. Fitness professionals should prioritize inclusivity by tailoring advice to align with diverse financial and cultural contexts.
• Behavioral trends: Some participants reverted to pre-pregnancy habits, such as increased caffeine, alcohol, and refined carbohydrate consumption. Coaching postpartum clients on sustainable habits that accommodate these shifts can improve long-term adherence to healthier choices.
• Nutritional moderation challenges: Sodium and saturated fats were notable areas where participants scored poorly. Incorporating tips for reading nutrition labels or meal prepping can help clients make better choices.

Opportunities for Collaboration

The research also highlights gaps in the current healthcare and support models for pregnant and postpartum women. Fitness professionals can play an important role by partnering with healthcare providers to create holistic wellness plans that address both physical activity and dietary needs.

Siega-Riz emphasized the importance of comprehensive care: “Policymakers and prenatal care providers need to understand that even pregnant women need support and guidance to change their dietary habits for the better.” This points to an opportunity for fitness pros to advocate for integrated care that includes nutrition and exercise counseling.

A related study in The Journal of Nutrition found links between diet and the gastrointestinal microbiome during pregnancy. While the implications of these findings are still being explored, they reinforce the importance of a balanced diet for both the parent and child. Fitness professionals could benefit from staying informed on emerging research in this area, as it may influence future recommendations for prenatal and postpartum clients.

This study serves as a reminder that nutrition is a cornerstone of health during pregnancy and postpartum. For fitness professionals, the findings present an opportunity to address gaps in education and support through personalized guidance, collaboration and a commitment to inclusivity.

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Do clients ask you if it’s okay to eat eggs? In a long-awaited announcement, the U.S. Food and Drug Administration (FDA) has declared eggs officially “healthy” under its updated definition, a milestone celebrated by health enthusiasts, fitness professionals and nutrition advocates. The update cements eggs as a versatile and nutrient-rich option that supports a variety of healthy eating patterns.

The FDA’s revised criteria for the “healthy” label focus on foods that help Americans meet their nutritional needs, emphasizing dietary patterns that promote overall well-being. This announcement clears up decades of controversy surrounding eggs, particularly their role in cholesterol levels, and recognizes their numerous health benefits.

“This news makes eggs a clear healthy choice, vindicating them from outdated science,” said Dr. Jen Houchins, director of nutrition research for the American Egg Board’s Egg Nutrition Center. “Eggs offer high-quality protein and contribute essential nutrients, including vitamin D and choline, which many Americans are lacking in their diets.”

From Misunderstood to Celebrated

For years, eggs were a symbol of dietary caution, primarily due to concerns over cholesterol. In 1984, a TIME magazine cover famously questioned their health implications, fueling misconceptions that lingered for decades. However, modern research shows that the cholesterol in eggs does not adversely affect blood cholesterol levels as previously thought. Leading health organizations, including the American Heart Association, now embrace eggs as part of a heart-healthy diet for most individuals.

“This important update from the FDA reflects decades of research and unequivocally affirms the value of eggs for healthy living,” said Emily Metz, president and CEO of the American Egg Board. “Eggs are a staple in nearly every American household, offering unmatched nutritional benefits for individuals of all ages.”

The 2020 Dietary Guidelines for Americans recommend eggs as an ideal first food for infants and a key part of the diet for pregnant and lactating women, in part due to their choline content. Recent studies have further underscored eggs’ health benefits. Research published in The Journal of Nutrition links egg consumption to a reduced risk of Alzheimer’s dementia, attributed to dietary choline. Additionally, eggs contain lutein, which supports eye health, and can enhance nutrient absorption from vegetables, making them a complementary component of balanced meals.

The FDA’s updated designation is expected to influence consumer habits and reinforce eggs’ reputation as a nutrient-packed food choice.

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Culina Health has raised $7.9 million in a Series A funding round following a 117% year-over-year growth.

Co-founded in 2020 by registered dietitians Vanessa Rissetto and Tamar Samuels, the latest round brings the digital nutrition platform’s total funding to $20 million.

The round was led by Healthworx, which previously backed Culina Health in 2022. Other participants included Rethink Impact, Collab Capital, Collide Capital, Vamos Ventures, Tensility Venture Partners, Cake Ventures and GW Ventures.

The solution-focused platform – which partners with major insurers and Medicare – connects patients and healthcare providers to a network of registered dietitians who provide personalized virtual nutrition care for individuals seeking weight loss guidance, chronic disease prevention and management and healthy eating and wellness support. 

Other specialities include eating disorders, pediatric and family nutrition, cancer care nutrition, pregnancy and post-partum nutrition and exercise and sports nutrition. 

“Research shows 90% of Americans would benefit from seeing a dietitian, yet only .02% of the population has done so,” Rissetto said. “It’s clear that nutrition is a vital function of long-term health, and registered dietitians should be empowered to be at the forefront of providing this care.”

The platform has more than 1,000 referring providers and has assisted more than 10,000 patients to date using its “Culina Health Method,” a system that it says integrates evidence-based clinical nutrition protocols and culturally-affirming care.

“With the help of our investors and health plan partners, we are one step closer to our shared mission of making world-class nutrition care available to everyone and putting registered dietitians back in the driver’s seat of ‘Food as Medicine’ interventions,” Rissetto continued.

Culina Health will use the capital to expand its offerings in 2025 to better support dietitians and patients, implement new AI platforms to enhance care efficiency and enhance its leadership team, Athletech News has learned.

“Over the past few years, Culina has established a tried-and-true approach to clinical nutrition care,” Rissetto tells ATN. “We plan to double down on our mission to make that accessible for everyone by partnering with more providers and payers.”

In the meantime, those lacking insurance coverage have the option to sign up for Culina Health’s membership program. Three plans are available, beginning at $99 per month. 

Positioned at a time when demand for weight-loss medications is surging, Culina Health could play a pivotal role—particularly as GLP-1 users increasingly require nutrition support.

“As a clinically-led company, we believe it is important to take a medical approach to America’s obesity and diabetes crisis, and when they’re medically indicated, we value medications like GLP-1s as an essential tool in the metabolic health toolbox,” Rissetto says. “In the era of weight loss medication, it’s increasingly important to recognize the surrounding care needed to improve overall health, including nutrition counseling, movement, and behavioral health counseling.”

The platform is hosting two free webinars scheduled for next month – one on gut health and another on managing blood sugar.

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Greg Glassman, CrossFit founder and the driving force behind its rise as a modern fitness sensation, is writing his next chapter—just over four and a half years after stepping down as CEO and putting CrossFit up for sale.

Enter MetFix (short for Metabolic Fix), a methodology grounded in Glassman’s body of work that blends the mechanics of movement and how the body processes energy through nutrition – a program that intends to equip coaches with the tools to improve health and save lives.

The new venture comes at a pivotal time, with a new administration soon taking hold, vowing to Make America Healthy Again and as discussions ramp up regarding the dangers of ulta-processed foods and consumers are increasingly interested in health and longevity. 

For Glassman, MetFix is more than a new business model, but perhaps a comeback following numerous controversies, including accusations of racism in the wake of the death of George Floyd, as well as sexual harassment allegations – both of which Glassman has denied. Although the turbulence of 2020 led to the disaffiliation of numerous CrossFit gyms (with others impacted by the pandemic), CrossFit has largely remained one of the few entities resistant to full-scale cancellation — with devotees of the fitness method in abundance. 

And in a nation divided on numerous issues, MetFix plans to burst onto the scene with a stance most would agree on—that chronic diseases are a serious issue. The framework of MetFix is reminiscent of CrossFit, though it carries a heightened sense of urgency to tackle the health issues plaguing Americans.

Dale King, an affiliate CrossFit owner who is reportedly leading MetFix’s affiliate program, sees MetFix as a return to the “original mission.”

“We’re losing the war to an enemy that has more funds, more weapons and more personnel, and we need to utilize these affiliates as an outpost in that work and basically create an insurgency through education and through connection and through fitness to serve as many people as we can,” he said in a MetFix Q&A video with Emily Kaplan.

Kaplan is deeply entrenched in the mission, having co-founded The Broken Science Initiative with Glassman in 2022, with MetFix serving as an offshoot. Multi-faceted, Kaplan has served as principal of The Kleio Group, a strategic communications firm, founded the women-focused Prime Fitness and Nutrition and has experience as a gym owner, podcast host and journalist.

To hear Kaplan tell it, MetFix is an opportunity to hone in on the science of nutrition.

“The big piece is that the base of the pyramid is nutrition, and that wasn’t sort of well-delivered or explained in a technical sense, back when [Glassman] launched 20 years ago,” she explained.

The first 100 affiliates granted access to the MetFix platform include those with a keen interest in The Broken Science Initiative, longtime affiliate owners “in the know” about ongoing developments and those who regularly attend events.

“I thought we would have a few hundred people interested — we’ve had thousands,” Kaplan said. According to a post on Instagram, more than 3,000 affiliates have applied in hopes of securing one of a hundred spots. She emphasized MetFix’s intentional rollout, ensuring that all of the proper systems are in place before expanding.

Although details are limited, New Species CrossFit will be among the first to adopt and promote MetFix within its fitness community, with gym owner John Hunnicutt describing the program to the New York Times as a “grown and sexy version of CrossFit with a little bit more on the critical thinking.” Part of that includes MetFix’s integration of functional fitness and nutrition that has a strong anti-carb focus.

It remains to be seen just how public-facing Glassman will be as MetFix launches, although Kaplan revealed that two-day seminars led by Glassman are slated for sometime in 2025.

In addition to MetFix, there are two other “societies” that appear to be in development, according to the Broken Science Initiative: a medical society and an educational society. The medical society, launching in June, is described as an initiative dedicated to tackling systemic issues affecting modern medicine, while the educational society is aimed at promoting curricula that foster critical thinking, including the philosophy of science.

In the meantime, King emphasizes that MetFix is looking for affiliates who “aren’t afraid to fight.”

“This is a community driven and led thing,” he said. “We’re finding people who are rebels and want to take it to the fight and fight chronic disease.”

As for 2025, it will be the “year of MetFix,” Kaplan said.

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The negative impact of consuming highly processed foods is quickly becoming well-documented, and a new study suggests such a diet could also compromise muscle quality and increase the risk of knee osteoarthritis.

The study examined the link between ultra-processed food, or UPF, consumption – such as packaged snacks, frozen pizza, soft drinks, energy drinks, candies and ready-to-eat meals – and intramuscular fat in the thigh. Researchers analyzed data from 666 participants in the Osteoarthritis Initiative, a nationwide study sponsored by the National Institutes of Health (NIH) that seeks to better understand how to prevent and treat knee osteoarthritis.

Based on imaging, the participants (455 men and 211 women with an average age of 60) were not yet affected by osteoarthritis. The participants, on average, were classified as overweight with a body mass index of 27, and roughly 40% of the foods they had consumed in the past year were ultra-processed.

According to Zehra Akkaya, M.D., a researcher and former Fulbright Scholar in the Department of Radiology and Biomedical Imaging at the University of California, San Francisco, this is the first imaging study to explore the relationship between MRI-based skeletal muscle quality and dietary patterns.

Ultimately, the researchers discovered that the more ultra-processed foods that were consumed, the more intramuscular fat participants had in their thigh muscles, regardless of caloric intake.

“In an adult population at risk for but without knee or hip osteoarthritis, consuming ultra-processed foods is linked to increased fat within the thigh muscles,” Dr. Akkaya said. “These findings held true regardless of dietary energy content, BMI, sociodemographic factors, or physical activity levels.”

The findings were presented earlier this month at the annual meeting of the Radiological Society of North America (RSNA).

“Research from our group and others has previously shown that quantitative and functional decline in thigh muscles is potentially associated with onset and progression of knee osteoarthritis,” Dr. Akkaya said. “On MRI images, this decline can be seen as fatty degeneration of the muscle, where streaks of fat replace muscle fibers.”

Dr. Akkaya also noted that osteoarthritis is not just an increasingly prevalent issue, but one that is costly on a global scale.

“It is the largest contributor to non-cancer-related health care costs in the U.S. and around the world,” Dr. Akkaya said. “Since this condition is highly linked to obesity and unhealthy lifestyle choices, there are potential avenues for lifestyle modification and disease management.”

In addition to their potential impact on muscle quality, ultra-processed foods have been demonstrated to be highly addictive, with one Lifesum survey this year revealing that one in six U.S. employees considers themselves hooked on UPFs.

Dr. Casey Means, Levels co-founder and an outspoken critic of highly processed foods, advocates that a clean diet that is rich in nutritious foods plays a massive role in the prevention and reversal of metabolic health conditions.     

“We are absolutely missing the forest for the trees in the health and longevity conversation — so focused on the margins and on products,” Dr. Means told Athletech News in June. “When, in fact, we can get most of the way there by targeting simple elements of our diet and lifestyle towards what actually matters.”

“The average American is eating 70% of their calories from ultra-processed food — step one is literally just making that towards eating real, unprocessed food,” she added.

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While the obesity epidemic still runs rampant in America and much of the modern world, an ever-increasing number of consumers are prioritizing nutrition, leading to a proliferation of healthy food and drink options.  

Driven in part by the GLP-1 weight-loss craze, the market for healthy eating continues to grow, with brands from Nestle to Hims & Hers entering the space. 

Amid this backdrop, Lifesum, a popular healthy eating app with over 65 million users, has revealed its top five food and drink trends for 2025. 

“The future of food is functional, blending nutrition with purpose to support holistic health and well-being,” said Lifesum CEO Markus Falk. “These trends reflect a growing desire for foods and drinks that not only nourish the body but also empower individuals to live healthier, more balanced lives, making wellness both accessible and enjoyable.”

Here are Lifesum’s predictions for the five healthy eating trends set to define 2025, based on anonymized user trends and behaviors within the Lifesum app, supplemented by industry research and insights.

GLP-1 Enhancing Foods

Foods inspired by GLP-1 drugs like Ozempic and Wegovy are “set to dominate” in 2025, according to Lifesum. These foods help support weight management, either by boosting GLP-1 naturally in the body or by providing protein, which is vital for preserving lean muscle mass while losing weight. These foods are meant to complement weight-loss medications, not replace them, Lifesum notes. 

Examples include green tea blends, which contain catechins that boost natural GLP-1 secretion for appetite control, and protein-enriched coffee and energy drinks.

Brands To Watch: Nestle, Hims & Hers and SoWell have all introduced pre-packaged food and drink lines designed to support people taking GLP-1s, underscoring the growing market for weight-loss companion meals.

Fermented & Gut-Health Foods

Gut health and microbiome supplements have become highly popular, but the right foods can produce similar effects. Fermented and probiotic-rich foods are expected to take off in 2025: searches for gut-health foods increased by 47% in 2024, according to Lifesum’s research. 

Foods like fermented cashew cheese, a dairy-free alternative rich in probiotics, and kimchi superfood blends, which pair kimchi with ingredients like turmeric and spirulina, are foods to watch in 2025.

Brand To Watch: Supergut, a prebiotic superfood brand that launched in 2022, inked a deal with GNC earlier this year to bring its line of prebiotic drink mixes and bars to the health retailer. 

Nootropic Beverages for Cognitive Health

As mental health becomes a bigger priority for people around the world, nootropic drinks have emerged. A category of supplements designed to improve cognitive functions like focus, memory and creativity, nootropics are commonly found in pill form, but they’re also making their way into prepackaged drinks.

Examples of nootropic beverage include cacao-based tonics, which offer adaptogens like rhodiola rosea for mood and mental clarity, and matcha + L-theanine combos, which seek to pair energy and calm for cognitive support.

Brand To Watch: Odyssey, which makes ready-to-drink beverages infused with nootropics, raised $6 million earlier this year. 

Fiber-Rich Foods

The health benefits of fiber are becoming more appreciated by the general public amid the GLP-1 craze, thanks in part to the nutrient’s ability to regulate appetite. Searches for fiber-rich foods increased by 29% in 2024, per Lifesum.

To help busy people get more fiber on the go, fiber-infused sparkling waters and fiber-rich smoothie boosters could become more popular in 2025. 

Brand to Watch: Vibi+ is among those getting in on the fiber beverage trend. The brand’s prebiotic-infused water contains 27% of the average American’s daily fiber needs in one bottle.

Protein Powder & Foods (especially for women)

Protein-enriched foods are nothing new in the fitness world, but they’ve got impressive staying power. Driven in part by the rise of strength training and the benefits of protein consumption for GLP-1 takers, protein is poised to remain highly popular in 2025.  Women are seeking protein more than ever before for hormonal balance, muscle recovery and metabolic health benefits, Lifesum notes. Searches for protein-rich foods increased by 42% in 2024, according to the healthy eating platform. 

Protein donuts, which can be enriched with whey or pea protein powder, represent one creative way brands are offering protein in tasty ways. 

Brand To Watch: To help people get their daily protein while avoiding some of the GI discomfort that many experience while taking protein supplements, celebrity trainer Jason Walsh created Rise311, a plant-based protein powder that contains clean ingredients and enzymes for digestion. 

The post These 5 Healthy Food & Drink Trends Could Define 2025 appeared first on Athletech News.

AG1, the popular supplement brand, is rolling out vending machines stocked with five- and 30-count travel packs and shaker bottles at San Francisco International Airport’s Terminal 3. The machines will soon expand to airports in Houston, Chicago O’Hare and Oakland.

The supplement brand’s push into airports comes as well-being and fitness leaders have leaned into consumer enthusiasm toward wellness.

This year, Melbourne Airport launched Higher State, its first-ever health club and wellness center. Roam Fitness also opened a gym in the Philadelphia International Airport last year, while airline leader United struck a deal with wellness tech company Therabody to offer its products to international business class passengers. 

CEO Kat Cole confirmed the news on Instagram, announcing plans to introduce the vending machines at more airports in the coming weeks to cater to the busy travel season.

“AG1 finally coming to you in airports! If there is a time that AG1 is extra helpful to support nutrient gaps and gut health… it’s during travel,” Cole wrote. “I will not travel without it.”

Cole, AG1’s former president and chief operating officer, took the reins of the supplement brand this summer after founder and CEO Chris Ashenden stepped down from his role. The New Zealand native founded the “drinkable multivitamin” brand in 2010 and saw the brand land a $1.2 billion valuation in 2022. At the time of Cole’s CEO announcement, he credited Cole as a “brilliant executive” and commented that no one was better to lead AG1 through its next phase.

In the crowded and ever-growing supplement space, AG1 has maintained its focus on one singular product — its signature powder with 75 ingredients, including vitamins, minerals, probiotics and whole-food-sourced nutrients, which promises to enhance energy levels, cognitive function and gut health.

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Nutrition and diet app MyNetDiary has rolled out AI Meal Scan, a new feature that allows users to track meals by simply snapping a photo and quickly calculating up to 107 nutrients.

“This innovation addresses one of the biggest challenges in nutrition tracking: the time and effort required to log meals,” MyNetDiary CEO Sergey Oreshko said. “AI Meal Scan allows users to log meals in seconds with unmatched accuracy by combining the latest AI advancements with our verified food database. We’ve redefined convenience and reliability for our users with remarkable precision, helping them stay consistent and achieve their goals faster and more effectively.”

The AI meal scanning feature uses advanced image recognition technology and proprietary food analysis algorithms and can even assess toppings and sauces.

MyNetDiary is available on both iOS and Android.

Metabolic health app January AI added a similar feature last month, providing its app users an alternative to standard continuous glucose monitoring. The new meal scanning feature can account for macros and predict potential glucose impact.

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Good news for the pre-workout supplements market: demand for workout-enhancing products is expected to reach $26.7 billion by 2030, according to a new report from Research and Markets. Key growth drivers include rising interest in supplements to improve physical performance, increasing awareness of protein benefits, and the growing number of fitness centers and consumers pursuing intensive workouts.

Here are some other notable findings from the report:

North America leads in the largest revenue share in the pre-workout supplements market, led by consumer interest in health and wellness. Still, Asia Pacific is also expected to grow over the forecast period due partly to the increase in fitness and health facilities and consumer interest in nutrient-dense foods.

Although pre-workout supplements come in various product forms, powders are forecasted to be the fastest-growing, according to the report.

Although “offline” pre-workout supplements are expected to have a larger market share during 2024-2030, Research and Markets projects online channels will record faster growth due to the convenience of browsing products based on budget and the increased availability across a wide range of platforms.

While it’s unsurprising that athletes and bodybuilders are the primary consumers of pre-workout supplements, demand for such products from “casual users” is projected to grow significantly due to increased awareness and rising disposable income.

Gen Z Clamors for Supplements

Chatter about supplements is at an all-time high, especially on social media, where #preworkout boasts nearly 520,000 posts on TikTok. Young “fitfluencers” are leading the charge, ranking and reviewing pre-workout brands for their followers and/or sharing their pre-workout supplement routines.

Brands are indeed honing in on the desires of young fitness and health-conscious consumers and for good reason: one McKinsey report issued this year revealed that Gen Z and millennial consumers are purchasing more wellness products and services than older generations.

Alani Nu, a sports nutrition and energy drink brand, offers pre-workout powders in flavors like Cosmic Stardust, Galaxy Lemonade, and Hawaiian Shaved Ice, incorporating caffeine and amino acids.

Ghost, a supplement brand known for its splashy, colorful branding, is wrapping up the year after catching the interest of Keurig Dr. Pepper, which has made a move to acquire the brand in a $1 billion deal. Among its product lineup, Ghost offers pre-workout powders in Gen Z-appealing flavors such as Swedish Fish, Sonic Cherry Limeade, Warheads Sour Watermelon, and Welch’s Grape.

Earlier this year, fitness influencer-founded Bloom landed a sizable investment from C4 energy owner Nutrabolt. The sports nutrition brand also sells pre-workout powders in flavors like Sour Peach Ring and Bahama Mama while also offering supplements in convenient stick packs. 

Research and Market’s report can be found here.

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Hims & Hers Health, Inc. is expanding its offerings to include daily meal replacement bars and shakes for its customers, beginning at $110 per month.

The health and wellness platform says the new protein-packed nutrition products suit those on a weight loss plan, including those on GLP-1 medications. A bar-and-shake subscription includes nutritional guidance, weekly meal plans, and recipes.

Earlier this year, Hims & Hers expanded into the GLP-1 space by offering compounded GLP-1s and oral medication kits. The platform recently released a white paper highlighting the program’s success, including a standout statistic: 87% of customers are actively working toward, nearing, or have already achieved their weight loss goals.

“For an individual’s weight loss goals, the most effective plans are ones that are holistic and sustainable in nature,” Hers chief medical officer Dr. Jessica Shepherd said. “Keeping up with nutrition is critical to a sustained weight loss journey, but can be difficult to stay on top of. Our priority is to support each of our individual customers by making it easier for them to get the comprehensive care they need.”

Hims & Hers snack bars offer 15 grams of protein and 19 vitamins and minerals in one serving and come in cinnamon, peanut butter, and fudge graham flavors. The shakes offer 27-30 grams of protein and 24 vitamins and minerals and come in double chocolate and vanilla flavors.

“Our meal replacements are designed to further strengthen the plans available to our customers for reaching and maintaining their weight loss goals,” said Dr. Craig Primack, SVP, of weight management at Hims & Hers. “Making affordable nutritional support easily available is one powerful way we can help people achieve a healthier lifestyle.”

Weight Loss Meds Influencing Food Products

The need for proper nutrition for weight loss medication users has given rise to new nutritional products. Food giant Nestlé has launched Vital Pursuits, a line of 14 frozen meals that hit shelves earlier this fall and provides dietary support for GLP-1 users and those working on weight management. Daily Harvest also offers a GLP-1 Support bundle that is high in fiber and has no added sugars. It’s a trend that has also extended to brick-and-mortar locations — Smoothie King, a smoothie franchise, has just unveiled a special menu to support GLP-1 users.

The post Hims & Hers Add Bars & Shakes for GLP-1 Users appeared first on Athletech News.

In a world of nutritional get-rich-quick schemes and hyperbolic claims about the power of supplements, AG1 is different. 

At least, that’s the conviction of Kat Cole, who took over as AG1’s CEO earlier this year after a three-year stint as the supplement maker’s president and chief operating officer.

“AG1 is incredibly comprehensive, daily, foundational nutrition,” Cole told Athletech News during the recent Eudemonia summit, which gathered some of the biggest names in longevity, medicine and fitness, including executives, doctors and influencers, all under one roof.

While it’s marketed as a multivitamin, probiotic and greens powder all rolled into one, Cole is quick to note that AG1 isn’t a silver-bullet product. Instead, it’s designed to be the foundational piece of a person’s nutrition regimen, eliminating clutter in your vitamin drawer, or “supplement stack” as it’s known in industry circles. 

“AG1, of course, doesn’t replace everything for everyone, but man does it simplify the foundation of that stack,” Cole says. 

A former executive at Focus Brands (now GoTo Foods), the parent company of restaurant chains including Cinnabon, Jamba Juice and Moe’s Southwest Grill, Cole has become something of an evangelist for health and wellness startups. 

While some might be skeptical of a former fast-food executive running a supplement company, Cole says she’s deeply connected to the mission of healthy living. The AG1 CEO personally became interested in nutrition during her time at Focus Brands, even becoming an angel investor in early-stage health and wellness companies on the side. 

At Focus Brands, Cole worked to get fast-food chains on board with the healthy eating movement in whatever way she could. 

“I just tried to make each of the brands as authentic and healthful as possible. For Cinnabon, that meant stick with real sugar, don’t put in artificial sweeteners and launch smaller portions,” she explains. “For Jamba Juice …it meant cutting the sugar while keeping the brand true to what it was and adding in more protein and plant-based options. For Moe’s Southwest Grill, that meant moving to a more paleo-keto bowl structure instead of just burritos and queso.”

After leaving Focus Brands in 2021, Cole connected with AG1 founder Chris Ashenden, joining the company later that year after experiencing its benefits as a consumer.  

“I was so passionate about the product, and everything I learned once I got underneath – the quality, the science, the rigor – I was blown away,” she says of her early encounters with Ashenden and the AG1 team. 

What’s in a Name? The Shift Away from Athletic Greens

Around that time, the brand moved away from the name “Athletic Greens” in favor of AG1. Cole noted the new branding reflects the reality that AG1 is more than just a greens powder. 

The move also allowed the brand to differentiate itself from copycat greens-powder concepts, many of which have entered the market in the years between Ashenden launching Athletic Greens in 2010 and the Nevada-based brand reaching a $1.2 billion valuation in early 2022. 

Plus, a name like “AG1” is easier to build around in the future as the company potentially expands its product line.

“We needed a naming convention that could hold future innovation, and ‘Athletic greens’ is a weird thing to try to bend into another product pretzel,” Cole explains. “AG1, you can imagine some of the variations that could occur as we innovate in the future.”

While it no longer has “greens” in the name, AG1 still sells only one product: a powder-based formula that contains 75 ingredients spanning vitamins, minerals, probiotics and whole-food-sourced ingredients, all of which are designed to help people improve their energy levels, cognitive function and gut health/digestion. 

Users are instructed to mix a scoop (or travel packet) of the powder into eight to 10 ounces of cold water every day, ideally in the morning on an empty stomach for optimal results. The company notes on its website that it typically takes one to three months to feel benefits. 

AG1 has become a hit on social media and has leaned into partnerships with figures including Joe Rogan and Dr. Andrew Huberman, both of whom have touted the product’s benefits on their podcasts.

But Cole says that’s not the main reason for AG1’s impressive sales numbers. AG1 is popular, she believes, because it works for people, and they in turn tell their family and friends, creating powerful word-of-mouth marketing.

“People will say, ‘How do you get that big with one product?’ and there are two answers: One, it’s so high quality, people drink it every day and tell their friends, and that adds up,” she says. 

The other answer is that more women and people over the age of 55 have taken AG1 in recent years, spurred by word of mouth but also the growth of the longevity movement.

“Our customer base is 50/50, male and female,” Cole says. “And in the last few years, the acquisition of new customers has skewed female. That was not the case five years ago; it skewed male.” 

Leading with Science

Looking ahead, Cole says AG1 will focus more on “marketing the science” of why its product works. 

In recent years, the brand has spent a lot of money in developing its research arm, including hiring a team of PhDs to oversee the development of clinical trials on the efficacy of AG1’s formulation. The AG1 website now includes a “research” tab where consumers can see a breakdown of studies on the powder’s effectiveness. 

Putting science front and center will be important in the years ahead as AG1 looks to distance itself from competitors, Cole believes. 

“That’s definitely one of the ways we differentiate for a premium product, and it’s where the industry is going to have to go,” she says. 

Other strategic priorities include exploring retail opportunities – AG1 has been almost exclusively direct-to-consumer since its founding but Cole says as the company evolves it will need to enter more brick-and-mortar spaces to  “meet consumers where they are.”

Currently, AG1 has partnerships with select brands in the hospitality, lifestyle, wellness and fitness spaces. In the future, the brand could look to enter the shelves of grocery retailers, although nothing’s been confirmed yet. 

New products could also be on the horizon. But Cole says AG1 won’t stray too far from its current offering.

“We don’t want to be everywhere and we don’t want to be everywhere at once,” she says. “(We’ll) stay true to what we are uniquely good at – so incredibly comprehensive, daily, foundational nutrition, which only leads us to a few categories. We’re not going to start selling a million individual bottles of vitamins and minerals.”

The post AG1 Is More Than Just a Greens Powder, CEO Says appeared first on Athletech News.

Signe Svanfeldt is the Lead Nutritionist at Lifesum, a highly popular healthy eating platform

In the quest for effective weight loss, GLP-1 medications have emerged, praised for their ability to enhance metabolic health and promote sustainable weight loss for people who are obese or overweight.

However, as with any weight management strategy, careful consideration is essential to ensure optimal health and functionality. A paramount concern for individuals utilizing GLP-1 medications is the preservation of muscle mass, a factor in which protein intake plays a pivotal role.

The Importance of Muscle Mass Preservation

Weight loss is more than simply shedding pounds; it is fundamentally about improving body composition. Muscle mass is integral to overall health, metabolic efficiency, and physical performance. When embarking on a weight loss journey – especially one facilitated by GLP-1 medications – our bodies adapt to reduced caloric intake by seeking alternative energy sources. This adaptation can lead to the utilization of muscle mass, resulting in adverse effects such as decreased strength, diminished metabolic rate and reduced fitness capabilities.

Muscle mass is critical for maintaining strength and physical functionality. Individuals with greater muscle mass typically exhibit a higher basal metabolic rate (BMR), which indicates an enhanced capacity to burn calories at rest. This is particularly crucial during weight loss, where the objective is to lose fat while preserving muscle. For those on GLP-1 medications, which often induce significant reductions in appetite and caloric intake, the risk of muscle loss becomes pronounced. Thus, a concerted effort to ensure sufficient protein intake and engage in strength training is vital.

Prioritizing Protein Intake

Protein serves as the fundamental building block of muscle, making its intake particularly crucial for individuals on GLP-1 medications. Experts recommend that individuals striving to preserve muscle during weight loss consume around 1.5 grams of protein per kilogram of body weight – almost double the standard recommendation of 0.8 grams per kilogram for the general population. Adequate protein consumption is essential for muscle repair and growth, ensuring the body can effectively respond to physical activity while maintaining strength.

To meet these elevated protein requirements, individuals should integrate a diverse array of protein-rich foods into their diets, including lean meats, fish, eggs, dairy products, legumes, and other plant-based proteins. Consuming protein-rich snacks can also help bolster overall intake without causing discomfort, which is particularly beneficial for those whose appetites may diminish due to GLP-1 medications.

The Integral Role of Strength Training

In tandem with proper protein intake, engaging in regular strength training is essential for muscle preservation. Resistance exercises stimulate muscle hypertrophy and contribute to maintaining muscle mass, even in the context of reduced caloric intake. Individuals are encouraged to incorporate strength training sessions into their routines at least two to three times a week, prioritizing compound movements that engage multiple muscle groups.

Strength training not only helps retain existing muscle mass but also enhances overall body composition and metabolic health. Moreover, it can improve insulin sensitivity – an important benefit for those on GLP-1 medications.

Effective Macronutrient Tracking

For individuals navigating weight loss on GLP-1 medications, apps like Lifesum provide invaluable tools for tracking macronutrients, with a particular emphasis on protein. Logging daily food intake allows users to gain insights into their dietary patterns, ensuring they meet their protein goals. Its user-friendly interface enables effortless adjustments to macronutrient targets, allowing for personalized protein intake based on individual weight and fitness objectives.

By consistently monitoring protein consumption, users can receive constructive feedback on their dietary habits through features like weekly scores, which identify areas for improvement. This intuitive, data-driven approach empowers individuals on GLP-1 medications to make informed nutritional choices and maintain muscle mass while progressing toward their weight loss aspirations.

The Significance of Micronutrients

While protein is essential for muscle preservation, micronutrients play a crucial role in supporting overall health, particularly during weight loss. Essential vitamins and minerals, including calcium, magnesium, and vitamin D, are vital for optimal muscle function and bone integrity. Calcium facilitates muscle contraction, nerve signaling, and bone density maintenance, while magnesium is instrumental in energy production and protein synthesis. Vitamin D is key for calcium absorption and is associated with muscle strength.

Given the reduced food intake often associated with GLP-1 medications, individuals may risk micronutrient deficiencies, highlighting the need for a diet rich in nutrients. Incorporating leafy greens, whole grains, legumes, and healthy fats can help ensure adequate micronutrient intake. Tracking your daily food consumption can assist users in promoting a well-rounded diet that fulfills all nutritional needs.

A Holistic Approach to Weight Loss

Combining protein-rich foods, strength training, and effective nutrient tracking is a comprehensive strategy for weight loss on GLP-1 medications. By prioritizing high-quality protein sources and committing to regular physical activity, individuals can optimize their weight loss journeys while safeguarding muscle mass.

Monitoring both macronutrients and micronutrients fosters a balanced diet that supports weight loss and muscle preservation. Its integrated biomarker testing offers personalized nutrition recommendations based on individual metabolic profiles, further refining the effectiveness of weight loss efforts.

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Global wellness marketplace Plentiful has officially launched, where individuals can discover professional coaches specializing in life, career, nutrition, fitness, relationships, and parenting.

The launch of the Plentiful comes at a time when people begin mulling New Year’s Resolutions and as the health and wellness coaching market is expected to reach $3.83 billion.

“After I experienced a series of curveballs, I attended a retreat that transformed my perspective,” Plentiful founder Heinz Waelchli said. “I realized I had been chasing the wrong things and overlooking what was most important to me. I wanted to help others access the same type of transformation I had, which inspired me to build Plentiful.”

Plentiful offers users a range of virtual and in-person experiences to explore, including one-on-one coaching, personalized workshops, e-books, and retreats.

In the nutrition category, individuals can find experiences such as a three-month mind and body reset program for personalized health coaching, symptom analysis and custom meal plans or a virtual warm winter drink-making workshop. In fitness, experiences include ‘movement as medicine’ classes, a mind-body spiritual fitness workout and more.

The platform also provides wellness and expert practitioners the opportunity to create profiles on Plentiful, enhancing their visibility and helping them attract new clients. Plentiful handles appointments, notifies practitioners of bookings, and initiates payments through Stripe.

“We believe that everyone deserves to live their fullest life,” Waelchli continued. “You don’t need to be a CEO or professional athlete to access a world-class coach. Everyone feels stuck sometimes, and we’ve built an incredible community of practitioners to help people overcome that and unlock the best version of themselves.” 

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As the longevity movement takes hold, it’s not just infrared saunas, cold plunge and cryotherapy that are making waves.

Wellness-focused Americans are placing a greater emphasis on the things they put into their bodies, whether that be food or supplements. As those in the United States continue to grow weary of the shortcomings of our modern healthcare system, more and more people are coming around to the idea that “food is medicine.”

Amid this backdrop, personalized nutrition has emerged as a new category, one that may help people live better, for longer. 

Athletech News breaks down some of the key players in the personalized nutrition space, including telenutrition, healthy eating apps and new-age supplement companies. 

The Rise of Telenutrition

Eating “healthy” may seem simple on the surface, but the complications and stressors of daily life, a lack of education and individual genetic differences make maintaining proper nutrition much more challenging in practice. 

According to the USDA, more than 100 million Americans are suffering from preventable chronic diseases linked to poor nutrition and physical inactivity. Many Americans don’t know where to start, or how to sort out the complex and oftentimes conflicting dietary advice they’re fed on social media and in news articles. 

Telenutrition – the practice of connecting people with registered dietitians (RDs) through virtual platforms like Zoom – has emerged as one way to help America out of its nutrition-induced health crisis. Investors are highly bullish on space, as are many health experts. 

Earlier this year, Nourish raised $35 million in a Series A funding round, bringing the company’s total funding to $44 million since its inception in 2021.

The New York–based telenutrition startup offers Americans access to RDs through their healthcare plan, drastically lowering the costs of obtaining expert nutrition advice. 

“Our goal is to create a win-win-win for patients, providers, and payers,” said Sam Perkins, co-founder, president and COO of Nourish. “For patients, we unlock access to personalized nutrition care that has historically been limited to a subset that can afford to spend thousands of dollars out-of-pocket. For RDs, we remove the barriers to accepting insurance, enabling them to focus on patients and building their practices rather than administrative tasks and paperwork. For payers, we’re providing access to a high-quality dietitian network and virtual nutrition platform to measure and improve clinical outcomes.”

Nourish is also developing technology to incorporate “food as medicine” into its program, essentially allowing registered dietitians to “prescribe” diets for patients. 

Fay, another startup that connects Americans with RDs covered by their health insurance, raised $20 million in a Series A round announced earlier this year, bringing its total funds raised to $25 million. 

Founded by Sammy Faycurry and Mark Stefanski in 2022, Fay currently has over 1,000 health insurance providers on its platform and is projected to exceed 2,000 by 2025. Registered dietitians on the Fay platform cover more than 30 specialties including eating disorders, diabetes, kidney disease, weight management, gut health and general preventative care. 

“For too long, access to diet and nutrition care has been gate-kept by prohibitively high costs and inability to access RDs who accept insurance,” said Faycurry, who serves as Fay’s CEO. “Fay was born from the belief that everyone deserves access to expert care – allowing the majority of Americans to have easy and convenient access to life-changing nutrition counseling.”

Faycurry, a Harvard Business School grad whose mother and sister are both registered dietitians, believes telenutrition platforms like Fay could hold the key to helping America out of its chronic-disease predicament. 

“This is a critical moment for nutrition in America, as is evidenced by half of adults with one or more preventable conditions linked to eating patterns, changing consumer sentiment around better-for-you products, and increasing use of medications and invasive procedures,” Faycurry told Athletech News. “Demand for help with diet and better nutrition has been surging for a while, with no realistic product in the market that was clinically proven and affordable. We’re excited to be that solution in a market that has needed it for far too long.” 

With the funding, Fay plans to build out its platform with new features, including ones that would make it easier for Americans to obtain healthy food. 

“An example of this is food service delivery integration with our platform,” Faycurry says. 

“This is a critical moment for nutrition in America, as is evidenced by half of adults with one or more preventable conditions linked to eating patterns, changing consumer sentiment around better-for-you products, and increasing use of medications and invasive procedures,” he added. “Demand for help with diet and better nutrition has been surging for a while, with no realistic product in the market that was clinically proven and affordable. We’re excited to be that solution in a market that has needed it for far too long.”

Making Healthy Eating Fun & Accessible

Expert advice on nutrition is important, but so too is motivation and adherence. 

Lifesum, a popular healthy eating platform with over 60 million users worldwide, seeks to make it easy – even fun — for people to make smart food choices. 

Founded in 2013 by tech entrepreneurs with experience in online entertainment, including a former Spotify executive, the app features a slick user interface and offers tools like calorie and macronutrient tracking, meal plan templates and diet plans, and sleep and activity tracking through integrations with Apple Health, Google Fit and Oura. 

“Our north star is to make it easier for people to understand what healthy eating means to them, empowering them to make better choices that allow them to live life to the fullest,” explained Marcus Gners, Lifesum’s co-founder and CIO.

As the longevity movement takes hold, Gners reports that many Lifesum users now view nutrition as a means to improve their overall health and performance rather than just as a way to shed pounds. 

“People still want to manage their weight, but we see an increased interest in our functionality that gives more nuance to the impact nutrition has beyond the standard fueling process,” Gners said. “For example, we see increased interest in the role nutrition can play in improving mental health, athletic performance and sleep.”

In a longevity-focused move, Lifesum acquired Lykon, an at-home biomarker testing company, earlier this year. With the deal, Lifesum users will soon be able to track and monitor their health with at-home biomarker tests, combining those insights with nutrition for a powerful one-two punch. 

Lifesum CEO Markus Falk called the move a “game-changer” for the healthy eating platform.

“Combining biomarkers with innovative technology enables personalized supplements and coaching to truly empower people to take care of their health,” added Lykon founder and CEO Tobias Teuber. “Joining forces with Lifesum allows us to provide consumers with unparalleled insights (into) their health.”

“People still want to manage their weight, but we see an increased interest in our functionality that gives more nuance to the impact nutrition has beyond the standard fueling process,” Gners added. “For example, we see increased interest in the role nutrition can play in improving mental health, athletic performance and sleep.”

Supplement Brands Change the Narrative

Supplements often get a bad rap as overhyped or downright ineffective, but a few innovative brands are looking to alter that perception through the power of personalization. 

Founded in 2017 by Eric Ji Sun Wu and Jahaan Ansari, Gainful is one of the pioneers and market leaders in the personalized supplement and nutrition space. 

After an online quiz where customers are asked information about their background and health goals, Gainful recommends a monthly shipment of products tailored to a user’s unique profile, including protein powder, pre-workout, creatine, fiber, collagen, hydration and greens powder. Gainful customers also get one-on-one access to registered dietitians for further personalized support. 

Dean Kelly, a former Walmart ecommerce exec who took over as Gainful’s CEO in 2023, believes providing a deeply personalized experience is what sets Gainful apart from the many other brands selling protein powders, creatine and pre-workout blends. 

“I view personalization as the feeling that a customer gets at the end of their experience with Gainful that makes them feel as if ‘Gainful is for me,’” Kelly told Athletech News. “And it’s not only because of the products we’re recommending; the way that we talk to you is unique to you. We also bring in expert guidance from real RDs to help our customers with nutrition. It’s completely personalized, so it’s a real person responding to real people with real questions.”

Gainful raised $7.5 million in a Series A round in 2021, which allowed the brand to expand beyond protein and into other supplements. In 2023, it struck a deal with Target to bring its personalized supplement blends into the retail giant’s brick-and-mortar stores. 

Looking ahead, Kelly has said Gainful is looking to raise another $20-30 million so it can make a bigger push into retail and expand its product line into new supplement categories. 

“If you can imagine where we’ll go next, Gainful is all about customization,” Kelly said. “You have a base protein, and then you can start to add Boosts, which might be gut health, menopause, prenatal, postnatal, cognitive, sleep, heart health or joint health. These are all categories we can go into under the umbrella of customization.”

Bioniq, meanwhile, is looking to change the way we take multivitamins. 

The London-based company takes personalization to a new level – users take a blood test and are offered a supplement blend based on those results. (Bioniq also offers users the option of completing a questionnaire instead of a blood test). 

Each uniquely developed Bioniq formula can have up to 120 nutrients. The company leverages a patented algorithm based on blood test data from tens of thousands of people across millions of biochemical data points to support its supplement recommendations. Notably, Bioniq supplements come in a granule form, which the company says enhances absorption compared to traditional pills.

A testament to its approach, Bioniq just raised $15 million in a Series B round led by HV Capital and Unbound. The funding round values the supplement brand at $70 million. 

“We’ve entered a new era in nutritional supplementation over the last six years, where it’s become clear that one-size-fits-all solutions are simply inefficient,” said Vadim Fedotov, co-founder and CEO of Bioniq. “Everyone’s health journey is unique and fluid. Customers need advanced, adaptable products that provide evolving support for personal health goals. Our AI-driven approach and extensive biochemical database allow us to create customized supplements that provide quantifiable results and cater to individuals’ specific needs.”

This article originally ran in the The Business of Prevention, Recovery & Longevity Report 2024. Download the report now to read more insights into how fitness and wellness brands are making strides in key markets.

The post Can Personalized Nutrition Solve America’s Health Crisis? appeared first on Athletech News.

Consider it pro-level nourishment.

Aramark, the food and beverage provider at stadiums and entertainment venues across North America, has partnered with the award-winning chef team behind KZ Provisioning to expand KZ’s reach among professional and collegiate athletes and teams, energizing and fueling athletes with personalized nutrition solutions.

Founded in 2017 by culinary experts Andrew Zimmern and Gavin Kaysen, KZ Provisioning provides tailored menus and performance-focused meals specifically designed for professional athletes, their coaches and their families. The concept was born after Chef Kaysen had lunch at a practice facility and realized players were eating junk food, with the only options being take-out or low-nutrition meals. Since its inception, KZ Provisioning has served organizations like the Minnesota Lynx, Minnesota Timberwolves and Minnesota Wild.

“Andrew and I started KZ Provisioning because we recognized that professional athletes weren’t being fully supported in terms of the foods that were being made available to them,” Chef Kaysen said. “Athletes are expected to perform at the highest levels, which requires nutritional support and strategic attention to detail. Our mission is to provide athletes with the foods that will fuel their performance, support their health and ultimately create a path to performance excellence.”

Athletes can expect nutrition-packed, customized, restaurant-quality mealtime options due to the new partnership with on-site chefs, who are available from pre-season to playoffs. KZ Provisioning chefs collaborate with the team nutritionists, dietitians and strength trainers in creating personalized programs for each player. The food options are extensive—among the sample lunch menus are items like braised Peterson short rib, herb-roasted turkey breast, and porcini and chicken meatballs, served with sides such as garlic squash and roasted Brussels sprouts with apple chutney. The company also creates pre-game energy meals, post-training recovery dishes, snacks and smoothies.

“At KZ Provisioning we offer best-in-class hospitality services to all our partner clients. We also believe in player happiness as a quantifiable metric that affects performance,” Chef Zimmern said. “Our emphasis on the extraordinary impact our culinary offerings have on players across all our teams is our daily work. So when you combine all those areas of expertise with Aramark’s leadership and their ability to amplify our work via this new partnership, we have an offering that teams across the nation will find invaluable.” 

Aramark CEO Alison Birdwell noted that the new partnership with KZ Provisioning is a natural extension of Aramark’s work with sports owners, operators, athletes and stadiums.

“The opportunity for us to have such dedicated and reputable partners as Andrew and Gavin is special,” Birdwell said. “KZ Provisioning uniquely combines the culinary excellence and high attention to detail of two world-renowned chefs with a thoughtfulness of the athlete experience that is unlike anything we’ve seen before.”

The post KZ Provisioning Scores Major Partner to Level Up Athlete Nutrition appeared first on Athletech News.

As a gym owner or trainer, you get the question, “How should I fuel my body to hit my goals” multiple times per week. With the consumer shift from looking to simply be fit to seeking overall health and wellness also comes an increased demand for nutritional information. But most gym personnel simply don’t have the time or resources to provide something as personal as nutrition coaching to every single member.

One option is to hire a nutritionist, but that can be costly, and staff members come and go. If you lose your nutritionist you lose this service, and you’re back to square one.

Lindsey Jenks knows this situation first-hand. Having owned two CrossFit gyms, she got nutrition-related questions daily.

“I felt like I was failing my clients because I couldn’t help support this crucial piece of my member’s fitness journeys,” she said.

As a competitive athlete herself, she struggled with finding the best ways to fuel her own body, until she applied macronutrients and it changed her life.

“I was able to get a handle on exactly what I should be eating to properly fuel my body and I got leaner and fitter, fast,” she said. “I wanted to bring this to other people, so I developed Macrostax – a simple way for people to get customized nutrition plans based on macros, as well as meal plans, direction and support.”

Jenks took Macrostax to the consumer market and has served nearly 200,000 members. For five years, she honed the app based on feedback and customer needs, and in 2022 she expanded her focus to B2B and launched Macrostax Team — a software platform that complements the original app, but was built just for gyms and fitness franchises. They now have over 1,500 gyms across the US that have signed up including MADabolic, F45 Training, Orangetheory Fitness, Anytime Fitness and more — and growing fast.”

“It’s a truly scalable software. The goal is to offer nutrition to members so the gym owners don’t need to do any work on that end if they don’t want to, or if they don’t feel they have the right nutrition expertise,” said Jenks.

Gyms See Real Results

With Macrostax Team, CrossFit 313 in Texas was able to achieve an extra $27.6K in annual revenue, a 47% increase in total memberships and a 60% decrease in cancellations.

“You can’t put a price on our return on investment in Macrostax,” says the gym’s owner, Ashley Thompson. “Clients get better fitness, better performance and better everything.”

The additional value-adds for gyms are significant, as Macrostax provides a significant revenue stream while boosting acquisition and retention.

“I have a whole new source of income that has completely changed the game for me,” said Sami Aldinger, owner of boutique gym The Refinery in North Dakota.

Macrostax Team offers more features to gym owners than simply using the consumer app. With a Team subscription, they have control and flexibility over how nutrition is run in their gym including co-branding, automated nutrition challenges, instant messaging, and the ability to track individual and group usage and progress.

“In addition to helping members achieve their goals, and building community, the challenges impact acquisition and retention,” Jenks said. “We’ve seen multiple occurrences where a gym promotes the challenge on social media and it gets new members in the door.”

Easy To Onboard

How does Macrostax Team work? The answer is remarkably simple.

“The gym owner or fitness pro signs up, they are able to invite their clients, and Macrostax takes it from there, providing personal nutrition plans, recipes, plan tracking, nutrition coaching and more,” Jenks said.

To further ease any heavy lifting on the part of the gym, Macrostax offers robust marketing content including success stories with before and after content.

Gyms and trainers can also view members’ and clients’ progress and communicate with them about their progress, a nice touchpoint opportunity that’s embedded in the app.

With a market full of health, wellness and nutrition apps, Jenks says it’s personalization and education that set Macrostax Team apart.

Go Beyond Simple Food Tracking

“Other apps on the market are basically food trackers,” she said. “Macrostax is educational. It includes coaching and support from our team of certified nutrition coaches. It includes custom meal plans based not only on the user’s macros but also their lifestyle. The app also has a portion feature that will take a recipe and auto portion it to hit the user’s exact macros.”

MADabolic, a fitness franchise with over 30 locations across the country, recently partnered up with Macrostax Team to incorporate custom nutrition as one of their evergreen membership offerings. Thanks to the software’s ease of use, they were able to successfully roll out the new program to their franchise locations in less than a couple of weeks

 Jenks says Macrostax Team is built to scale and has the capacity to handle millions of users and thousands of gyms.

Jenks is also in talks with fitness tech companies about integrating directly with other types of software. Think gym management software plus Macrostax.

When asked about the future of Macrostax, Jenks points to consumer demand for wellness, not just fitness.

“Nutrition and fitness have always gone hand in hand, and now as consumers lean more into overall wellness, they want both from their fitness facility,” she said. “In the next five to ten years, every club around the globe will have some sort of customized nutrition for their clients, and that’s the gap we fill.”

This article originally ran in the The Business of Prevention, Recovery & Longevity Report 2024. Download the report now to read more insights into how fitness and wellness brands are making strides in key markets.

The post Macrostax Brings Custom Nutrition to Gyms & Studios appeared first on Athletech News.

People in the United States are more unhealthy than ever. Over 100 million Americans suffer from preventable chronic illness, and around 70 percent are overweight or obese, according to data from the U.S. government. 

Against this grim landscape, there’s some hope that things are beginning to change. Longevity – the science of aging gracefully, or slowing down the aging process altogether – has emerged as a popular movement, driven in part by people’s collective health awakening following the COVID-19 pandemic. 

Longevity-focused podcasts and social media clips have become exceedingly popular, while wellness centers offering everything from GLP-1 weight loss drugs to IV drips to cold plunge tubs have sprung up across the country. 

Medical professionals, though, have varying opinions on the longevity movement – some are all-in, some praise the end goal while questioning the methods that proponents of the movement claim will unlock the key to a long, healthy life, and other physicians view the movement with downright skepticism, dubious of entrepreneurs and marketers they see as out to make a quick buck rather than promote healthy living. 

Athletech News spoke with three doctors whose work is helping to shape the field of longevity and healthspan, either directly or indirectly, to get their perspectives on what it takes to live a long, healthy life in our modern world. 

Note: The following information is based on the perspectives and expertise of three medical professionals. Other medical professionals may have different views on the opinions and statements expressed below.

Dr. Frank Lipman Embraces Longevity But Preaches the Fundamentals 

Dr. Frank Lipman, a pioneer of the functional medicine movement and a New York Times Bestselling author on aging, is all-in on longevity. 

Dr. Lipman has effectively shifted the concentration of his decades-old practice at Eleven Eleven Wellness Center in New York City to focus specifically on longevity medicine, which he describes as a “subspecialty” of functional medicine. The Eleven Eleven Wellness Center now offers a comprehensive, membership-based program designed to help patients optimize their health, slow down the aging process and increase their healthspan.

For an annual fee, members receive genetic testing, biological age testing and an extensive set of blood biomarker tests, including a lipid and heart panel, hormones, nutrients, inflammatory markers, cellular senescence markers, metabolic markers, plasmalogens, phospholipids and intracellular NAD levels. These are all analyzed by Dr. Lipman and his team of practitioners, who then provide personalized supplement, nutrition, exercise, hormone and peptide recommendations. Members also get unlimited access to Dr. Lipman and his team for support, recommendations and check-ups, along with access to InBody machines, Shiftwave masks and One Mind brain-mapping tech. 

Despite his practice’s hands-on approach, Dr. Lipman is quick to point out that when it comes to longevity, the basics are still the most important. 

“The foundation to me is always how you eat, when you eat, your sleep, your exercise – not only just aerobic, you also need to start strength training – and stress reduction,” Dr. Lipman told Athletech News. “I’m a big fan of time-restricted eating, especially as you get into your 40s.”

Dr. Lipman isn’t against tools like infrared sauna and cold plunge, but he views them as supplementary pieces to add on top of an already solid health and wellness routine rather than foundational pieces by themselves. 

“Cold plunges and saunas are great, but they’re not as important as the aspects we need to pay a lot of attention to as we get older, which are heart disease and preventing plaque buildup, preventing insulin and glucose from going up, and preventing cognitive problems,” he explained. “I’m all for biohacks, but if you ignore the more important issues of what’s going on in your body, you’re sort of missing the point. I see people who pay more attention to getting their cold plunge every day than getting a proper check-up.”

Overall, despite chronic disease running rampant in America, Dr. Lipman is excited and encouraged by society’s increased interest in longevity. 

“People come into my office now knowing much more than they did even a few years ago,” he noted. “One thing that’s probably changed the most is people, mainly men –  women have always been more aware of their health –  in their 40s and 50s coming in to optimize their health, which wasn’t happening before.”

Dr. Casey Means Thinks We’ve Got It All Backwards 

Dr. Casey Means, a Stanford-trained physician and co-founder of metabolic health company Levels, says most people are “missing the forest for the trees” when it comes to health and longevity, mainly due to the wellness industry’s focus on profit and products over foundational solutions. 

“The most disruptive truth that needs to be brought to the forefront is that it’s actually very simple and very straightforward to be healthy,” Dr. Means told ATN. 

“Most of the chronic diseases and chronic symptoms facing the U.S. — essentially, all the top killers of Americans today – are rooted in the same thing, which is metabolic dysfunction,” she explained. “The reason we’re becoming very metabolically dysfunctional in this country is because the world we’re living in today, the environment that our bodies exist in, is almost universally damaging to our mitochondria, which make energy in ourselves.”

Dr. Means points out that while more Americans are participating in fitness than ever before, obesity rates have increased over the last two and a half decades.

“50% of Americans go on a diet every year, gym memberships doubled since the year 2000, and during that rate, obesity has gone up 10%,” she noted. 

Dr. Means emphasizes eating unprocessed, clean food, walking more, lifting weights, managing emotional health and stress, and getting sufficient sleep and sunshine, as well as reducing exposure to blue light late at night, and removing synthetic, chemical-laden cleaning products as key actions people can take. Tracking basic biomarkers, such as fasting glucose, can also be helpful.

Interestingly, Dr. Means views the trend of GLP-1 weight loss drugs as alarming, not because the drugs don’t work, but because they’re essentially putting a band-aid over the real problem, which is many Americans’ unhealthy lifestyles and living environments. 

“It’s a very dark trend that is essentially trying to gaslight Americans to believe that health is found in a weekly injection for life and not from changing the environment that is so obviously crushing our ability to be healthy,” she said. “If you had a sick fish in a fish tank filled with dirty polluted water, you obviously would not inject that fish every week for the rest of its life. You would change out the water.”

For Dr. Michael Greger, a Plant-Based Diet Is the Key

Dr. Michael Greger, a physician, New York Times Bestselling author on nutrition and founder of NutritionFacts.org, advocates for a plant-based diet rich in fruits, vegetables and legumes as the key to longevity. 

While Dr. Greger notes that there are certain things people should add to their diets as they get older, such as foods rich in spermidine or other age-fighting nutrients, the basics apply at any age.

“If there were just three things I could add to people’s diet it would be berries, the healthiest fruits; cruciferous, dark and green leafy vegetables, the healthiest vegetables; and legumes – beans, split peas, chickpeas or lentils,” Dr. Greger said. “If there were just three things I could remove, it would be trans fats, which are partially hydrogenated vegetable oils; processed meat, bacon, ham, hot dogs, lunch meat and sausage, which cause colorectal cancer, the number one cancer killer among non-smokers; and ‘liquid candy,’ or soda. We shouldn’t be drinking sugar water.”

Dr. Greger also believes that when it comes to nutrition, extreme personalization isn’t necessary, despite what some high-priced brands would have you believe. 

“Personalized nutrition, personalized medicine, most of it is just scammy nonsense,” he said, noting that, except for some individual genetic differences like allergies and intolerances, the ideal human diet is mostly the same for everyone. 

“There are certain small individual differences – some people digest lactose better than others, some people metabolize caffeine better than others, but it’s not like some foods are good for some people and bad for others,” he explained. “When you go to the zoo, there’s the baboon diet. It’s not like, ‘Fred the baboon has one diet and Sally the baboon (has another). There’s (an ideal) diet for that species that tends to be better for them. And it’s the same thing with the human species.”

While other fundamentals like proper sleep, exercise and stress reduction are obviously important, Dr. Greger believes what we eat is the most important factor in determining how long we live, and our quality of life as we age. 

“The single most important thing for the health and wellbeing of yourself and your family is what you eat,” Dr. Greger said, adding that abstaining from smoking and exercise come second and third on that list, respectively.

This article originally ran in the The Business of Prevention, Recovery & Longevity Report 2024. Download the report now to read more insights into how fitness and wellness brands are making strides in key markets.

The post Doctors Weigh In on the Longevity Boom appeared first on Athletech News.

With Diabetes Awareness Month and the holidays quickly approaching, January AI has rolled out new features in its metabolic health app that empowers users in innovative ways—including an AI-powered photo scan, an Apple HealthKit integration for tracking sleep and activities, a Hack My Food tool, fasting guide features, and a new AI health coach nicknamed Jan.

The new features solidify January AI’s mission to provide an alternative to continuous glucose monitoring, where consumers can optimize their nutrition and blood sugar with the help of glucose predictions and actionable insights.

While all of January AI’s updates are impressive, its new meal scanner feature—which lets users take an image of their meal to reveal detailed nutritional information—is perhaps its most groundbreaking. 

“The photo experience is truly magical,” January AI founder and CEO Noosheen Hashemi said. “You can scan complex dishes and the app instantly recognizes the food – distinguishing between a Thai red curry versus an Indian Tikka Masala, for example – it delivers not only the macros but also predicts the potential glucose impact.”

Hashemi added that users can also scan barcodes and search for millions of recipes and menu items from chain and local restaurants.

“We have the best photo scanner, the largest food database, and all the possible modalities for searching and logging foods, successfully competing with other nutritional solutions in the market,” she continued.

Jan, the app’s new personalized AI health coach, provides users with advice based on their food logs, activity, and health goals and will suggest meals, set and track macro and calorie targets, and create workout plans. Jan also offers recipes and tips on sleep and fasting.

Users can now choose from one of five fasting protocols, including Eat-Stop-Eat and One Meal A Day, with helpful tools such as fasting timers and notifications.

“As Diabetes Awareness Month approaches this November, we’re reminded of the urgent need for tools that help people manage their health proactively,” Hashemi said. “With January AI, we’re enabling everyone to access real-time metabolic insights and take their health into their own hands.”

The post January AI Adds Photo Scanning for Instant Meal Nutrition Insights appeared first on Athletech News.