308. Brian Keller, Co-Founder and CEO of Rorra

Today, I'm joined by Felicity Yost, co-founder & CEO of Tia. Integrating primary care, gynecology, mental health, fertility, menopause, and longevity services, Tia is scaling a comprehensive model for women's healthcare. In this episode, we discuss designing a holistic practice that meets women where they are. We also cover: Why preventative care and longevity care are fundamentally the same How women fall through the cracks of traditional specialty-siloed systems Future potential for predictive modeling and hyper-personalized medicine Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider Tia's Website: asktia.comTia's IG: instagram.com/asktiaTia's Podcast: asktia.com/podcast - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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 (01:00) Felicity's background and Tia's mission (04:00) Defining the scope of whole-person care (07:00) Translating preventative care into longevity care (11:00) Addressing the complexity of women's health needs (16:00) Building comprehensive diagnostic frameworks (24:00) The future of longevity biomarkers and ovarian age (27:00) Innovation opportunities in healthcare data and research (29:00) Future roadmap (31:00) Conclusion

Today, I'm joined by Scott Marcaccio, co-founder & CEO of Myo. With 23 locations and counting, Myo is bringing next-gen physical therapy to the masses — helping people futureproof their bodies with preventative care. In this episode, we discuss scaling and normalizing premium PT. We also cover: The 10-year rollercoaster to finding product-market fit Building employer brand and culture to retain 270+ clinicians Shifting from an athlete-focused niche to mainstream premium positioning Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider Website: www.myodetox.com/IG: https://www.instagram.com/myodetox/ Promo Code: BODYIQ for 50% off first session - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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 (01:00) Scott's background and Myo overview (04:00) Unifying fragmented wellness modalities into modern PT (06:00) The 10-year rollercoaster to finding product-market fit (08:00) Major rebrand: from Myodetox to Myo (11:00) Building employer brand for 270+ clinicians (14:00) The rebrand process (17:00) Shifting from niche athlete focus to mass premium positioning (23:00) Real estate strategy and owned-operation model (25:00) Densification over market expansion approach (29:00) Why Myo stays pure-play and avoids service bloat (34:00) Leadership development as the business scales (37:00) Raising global body IQ through movement education (39:00) The hard work between three locations and 10 locations (41:00) Future Roadmap (43:00) Conclusion

Today, I'm joined by Jake Muise, co-founder and CEO of Maui Nui Venison.   Making meat planet-friendly, the company harvests wild, invasive axis deer on Maui to balance ecosystems while providing nutrient-dense protein. In this episode, we discuss turning an ecological crisis into a regenerative food business.   We also cover:   Balancing commerce, conservation, and community The pitfalls of the hyper-processed high-protein craze Why nutrient density labels could change the food system   Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider   Website: mauinuivenison.com IG: https://www.instagram.com/mauinuivenison FB: https://www.facebook.com/mauinuivenison   -   The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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 (01:00) Jake's background and Maui Nui Venison overview (02:00) Axis deer problem and invasive species impact (05:00) The founding moment witnessing mass deer die-offs (07:00) Seven years as nonprofit before becoming for-profit CPG (09:00) Current scale (11:00) Product mix (14:00) Accidentally creating extraordinary nutrient density (16:00) Critique of protein-washing and empty protein products (21:00) Balancing commerce, conservation, and community (23:00) Running constant experiments to solve complex systems (26:00) Authentic mission-driven business as competitive advantage (29:00) Four pillars: transparency, energy balance, purpose, taste (32:00) Why nutrient density labels could transform food system (36:00) Profitable regenerative agriculture through proper pricing (38:00) New aged venison line and summer sausage launch (40:00) Conclusion  

Today, I'm joined by Dr. Lisa Shah, Chief Medical Officer at Twin Health.   Replacing population averages with personal biomarkers, Twin Health leverages digital twin technology to address root causes of metabolic conditions like obesity and diabetes.   In this episode, we discuss how machine learning is transforming disease management.   We also cover:   Building a GLP-1 off-ramp Balancing AI with human support Achieving a 71% diabetes reversal rate   Subscribe to the podcast → insider.fitt.co/podcast  Subscribe to our newsletter → insider.fitt.co/subscribe  Follow us on LinkedIn → linkedin.com/company/fittinsider    Twin Health's Website: www.twinhealth.com  Dr. Lisa Shah's LinkedIn: https://www.linkedin.com/in/lisa-shah-4a297b19/ Twin Health's Facebook: https://www.facebook.com/twinhealthusa/ Twin Health's Instagram: https://www.instagram.com/twinhealthusa Twin Health's LinkedIn: https://www.linkedin.com/company/twinhealth/   -   The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com  to learn more about its smart workout solutions 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 (02:00) Digital twin technology explained and healthcare applications (04:15) Why digital twin technology is finally possible now (08:30) Turning 3K daily data points into actionable guidance (11:15) Balancing digital twin AI with human care team support (15:00) Clinical outcomes and New England Journal of Medicine study (19:15) Root cause solutions vs symptom management (21:15) Scaling from employer benefits to consumer prevention (24:00) Value-based care approach vs. direct-to-consumer model (27:15) Digital twin complexity across multiple health systems (31:00) Building trust through real-time feedback loops (33:00) Agentic AI applications in healthcare delivery (37:42) Future roadmap (40:15) Conclusion  

Today, I'm joined by Brian Keller, co-founder and CEO of Rorra.    Prioritizing design excellence, Rorra sells user-friendly water filters that deliver cleaner, safer drinking and bathing water — backed by NSF testing and transparent performance reports.   In this episode, we discuss building trust in the water filtration category.   We also cover:   Design and UX philosophy Direct-to-consumer vs. retail strategy Educating consumers without scare tactics   Subscribe to the podcast → insider.fitt.co/podcast   Subscribe to our newsletter → insider.fitt.co/subscribe   Follow us on LinkedIn → linkedin.com/company/fittinsider    Rorra's Website: https://rorra.com/  Rorra's Instagram: https://www.instagram.com/rorrawater/  Rorra's X: https://x.com/rorrawater  Rorra's Facebook: https://www.facebook.com/rorrawater    -   The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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  (00:25) Brian's background and founding story behind Rorra  (02:30) Researching existing water filtration options and market gaps  (05:15) Product development challenges and manufacturing in stainless steel  (07:15) Building business model and raising capital pre-product  (09:35) Design philosophy and user experience considerations  (11:30) Consumer education and "What's in Your Water" platform  (14:10) Messaging strategy around microplastics and forever chemicals  (16:20) Positioning as health and wellness vs. kitchen appliance  (18:15) Customer segmentation from biohackers to new mothers  (20:15) Partnership strategy with health and wellness influencers  (23:20) Direct-to-consumer vs. retail distribution considerations  (25:40) Filter replacement strategy and subscription model  (28:10) Future product roadmap and staying focused on water  (30:35) Long-term vision as trusted water quality information source  (31:05) Conclusion  

Today, I'm joined by Marc Hermann, founder and CEO of Everlab.  Based in Australia, Everlab combines state-of-the-art clinics, specialists, personalized screening plans, and a full-stack digital platform to prevent illness. In this episode, we discuss the future of longevity medicine. We also cover: Building in Australia's regulatory environment vs. the US Designing a personalized member journey Bridging wellness with traditional care Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider   Everlab's Website: everlab.com.au    Everlab's Instagram: https://www.instagram.com/everlab_health/ Everlab's Twitter: https://x.com/everlab_health Everylab's Linkedin: https://au.linkedin.com/company/everlab-health    -   The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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  (00:35) Marc's background and Everlab's preventive health platform (02:25) Building in Australia's regulatory environment vs. the US market  (05:50) Differentiating from existing preventive health solutions  (08:45) Accessing 30 years of scattered Australian healthcare data  (11:55) The comprehensive member journey and diagnostic process  (16:25) Positioning as medical service vs longevity clinic (21:10) Business model evolution from direct-pay to B2B and insurance  (25:40) Defining longevity medicine and preventive healthcare  (28:05) Physical clinic expansion strategy and hybrid model  (32:35) International expansion considerations and regulatory challenges  (35:50) Avoiding healthcare data silos and maintaining patient data ownership (37:55) Technology focus and using seed funding for platform development  (40:05) Conclusion  

Today, I'm joined by Ariel Garten, co-founder of Muse.   Using clinical-grade EEG technology, Muse's mental fitness headband tracks brain activity to offer insights on sleep, focus, meditation, and cognitive performance.   In this episode, we discuss making brain health monitoring accessible and actionable.   We also cover:   Defining brain health as consumer metric Integrating with the preventative health ecosystem Research partnerships and novel treatment development   Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider   Muse Website: choosemuse.com  Muse on Instagram: www.instagram.com/choosemuse/  Muse on X (Twitter): www.x.com/ChooseMuse  Muse on Facebook: www.facebook.com/choosemuse  Muse on LinkedIn: www.linkedin.com/company/interaxon-inc/  Muse on Youtube: www.youtube.com/user/interaXon    -   The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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 (00:15) Ariel's background and Muse technology overview (02:30) Evolution from lab-based EEG to consumer device (04:45) Defining brain health and consumer metrics (07:00) Education challenges and multiple entry points for brain health (10:00) FDA classification and medical-grade validation (13:15) Working with researchers and clinicians for validation (15:18) Leveraging massive brain datasets for insights (17:36) Large brain model development and AI applications (19:00) Research partnerships and novel treatment development (21:45) Multi-market business model across consumer, clinical, and research (25:46) Organic growth into clinical and research markets (28:15) Integration with preventative health ecosystem (31:00) Future of brain-computer interfaces and realistic timelines (33:55) New Muse Athena device with enhanced brain monitoring (35:00) Conclusion  

Manna Tree Partners is investing in a healthier future.   A wellness-focused private equity firm, Manna Tree helps category-defining companies scale revenue and reach national distribution.   On this week's episode, co-founders Ellie Rubenstein and Ross Iverson discuss deal sourcing strategy and establishing wellness as an asset class.   We also cover:   Generational spending shifts Sector-specific risks and challenges Specialization vs. broad approach investing Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider   Website: mannatreepartners.com  LinkedIn: linkedin.com/company/mannatree  Ellie Rubenstein: www.linkedin.com/in/gabrielle-ellie-rubenstein-09a402136/  Ross Iverson: www.linkedin.com/in/rossiverson/    -   The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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 (00:13) Background and founding of Manna Tree Partners (04:19) Building a brand as a private equity firm (08:17) Travel, relationship building, and platform development (10:24) Team growth and applicant interest in wellness investing (10:42) Evolution from food and beverage to broader wellness focus (16:42) Category creation vs. company identification investment approach (22:15) The protein thesis and long-term consumer trends (23:02) Finding categories vs. finding companies - deal sourcing strategy (26:23) Generational spending shifts and data-driven wellness decisions (28:23) Early adoption phase of wellness as an asset class (30:32) Limited partner perspectives and institutional capital allocation (35:56) Specialization vs. broad approach in wellness investing (39:24) Potential risks and challenges facing the wellness sector (45:00) Future outlook and accessibility of wellness products globally (46:00) Conclusion

Today, I'm joined by Daniel Temm, CEO of Puresport.  Founded on CBD for athletes, the UK company has grown into a community-driven sports nutrition company centered on running and sustainable well-being. In this episode, we discuss building an authentic sports nutrition brand in a crowded market. We also cover: Evolving the brand beyond CBD Bootstrapping and early funding journey Building emotional connection vs. performance marketing Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider Puresport's Website: puresport.co   Puresport's Instagram: www.instagram.com/puresport  Daniel Temm's Instagram: https://www.instagram.com/danieltemm3  Daniel Temm's LinkedIn: www.linkedin.com/in/daniel-temm-2b6892164  - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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  (00:41) Dan's background and Puresport's origins as a CBD company  (02:25) Joining Puresport and the transition during COVID (05:25) Building emotional connection vs. performance marketing approach  (10:00) Bootstrapping and early funding journey  (11:50) Evolution of apparel and merchandise strategy  (15:38) Raising institutional investment and brand power  (18:38) Developing "For the Long Run" brand philosophy  (22:31) Challenges of focus and avoiding too many good ideas  (26:25) Fuel stations campaign and authentic marketing activations  (31:55) Building brand vs. scaling revenue - the tension  (34:20) Future plans: omnichannel expansion and product development  (37:26) Conclusion  

Today, I'm joined by Naveen Jain, founder of Viome.  Analyzing 100M biomarkers, Viome delivers hyper-personalized nutrition and supplement recommendations based on individual molecular biology. In this episode, we discuss the power of personalized medicine. We also cover: Why DNA testing falls short Molecular insights into chronic disease Enabling N-of-1 nutrition and supplement stacks Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider Viome's Website: https://www.viome.com/ Viome's Publications: https://www.viome.com/publications - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions 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 (02:05) Entrepreneurial Framework (08:15) Healthcare System Incentives (11:12) Viome's Mission & Technology Approach (18:50) Los Alamos Partnership & RNA Analysis (22:41) Full Body Intelligence Test & Personalized Recommendations (23:34) Retesting Frequency & Dynamic Health Changes (24:20) Healthcare System Barriers (31:02) Scientific Differentiation (35:24) Early Disease Detection (39:42) Scaling to Reach Billions (45:15) Conclusion