For years, fitness and wellness professionals have relied on a combination of movement, behavior change, nutrition and recovery strategies to help clients reach their health and performance goals. But one area of science, despite its growing body of research, has remained largely untapped in fitness programming: the microbiome. 

This complex ecosystem of trillions of bacteria and other microorganisms plays a crucial role in everything from metabolism and immunity to mental health and physical recovery. Yet for most gym owners, trainers and wellness professionals, the microbiome remains an abstract concept rather than a practical tool.

Jona, a company specializing in AI-driven microbiome analysis, is working to bridge that gap by turning gut health insights into actionable strategies. Through artificial intelligence (AI), the company deciphers microbiome patterns and cross-references them with thousands of scientific studies, offering a new way for fitness professionals to personalize training, recovery and nutrition programs.

“The microbiome is one of the most complex and dynamic systems in the body and, until now, it’s been incredibly difficult to interpret,” says Leo Grady, PhD, founder and CEO of Jona. “With AI, we’re able to bridge the gap between scientific discovery and real-world application, making microbiome insights truly actionable.”

The ability to analyze an individual’s microbiome offers fitness professionals a new layer of insight into client health. When the microbiome is balanced, metabolism functions efficiently, helping to prevent weight gain and blood sugar imbalances. A client struggling with low energy and slow recovery times may have an imbalance in their gut bacteria affecting metabolic efficiency or inflammation levels. 

Another client or member dealing with brain fog or mood instability may be experiencing disruptions in the gut-brain axis. Even factors like hormone regulation and skin health have been linked to the microbiome, meaning trainers working with clients through menopause or those focused on longevity may find value in these insights.

A Competitive Advantage for Wellness Providers?

Jona’s approach goes beyond simply identifying bacteria in the gut. By creating a “digital twin” of an individual’s microbiome, the company’s AI platform can simulate how different lifestyle changes — such as dietary shifts, supplementation or adjustments in workout intensity — might impact a person’s overall health and recovery.

This predictive capability allows trainers, health coaches and recovery specialists to move away from a trial-and-error “dart board” approach and instead make data-driven decisions tailored to each person’s custom, biological needs.

For fitness businesses looking to stand out, microbiome testing presents an opportunity to add a profit center and expand beyond traditional services. Gyms and personal training studios, for example, could integrate gut health analysis into personalized coaching programs and training plans. Wellness and recovery centers could use microbiome insights to tailor strategies for stress management, sleep optimization or even skin health. Specialized women’s fitness programs, such as those supporting prenatal and postnatal health, could incorporate microbiome analysis to better understand how gut bacteria influence hormonal balance.

As the industry marches toward personalization, microbiome testing could feasibly become as standard as wearable technology and biometric assessments. While not a replacement for foundational fitness principles or the right education and certification, gut health insights offer a new tool for refining training programs. With AI making complex microbiome data more interpretable, fitness professionals can explore a more individualized approach to helping clients reach their goals.

The post How Microbiome Science Could Reshape Fitness and Recovery appeared first on Athletech News.

Floyd Mayweather, who many call one of the greatest boxers of all time, has launched his supplement brand, 1O1 (One of One). The launch collection includes Whey Protein Powder, Sport Pre-Workout, Loaded Pre-Workout, Creatine Monohydrate, Greens & Gut Health, Hydration Stick Packs, and Peptide Muscle Builder capsules. Partnering with Magnum Nutraceuticals, a sports nutrition company, Mayweather brought his products to life.

“This is the first time I’ve put my name behind a supplement brand, and it had to be something truly elite,” said Mayweather. “With 1O1, we’re giving people the same level of quality that I’ve always demanded in my training—because when you put in the work, you deserve the best.”

Magnum Nutraceuticals, self-proclaims strict testing protocols and a scientific approach to supplement development.

“We’re bringing a brand to the market that consumers can trust,” said Bill Russell, CEO of Magnum Nutraceuticals. “From Floyd’s unparalleled training experience to our 20 years of industry expertise, we’ve created a supplement line that will elevate every stage of an athlete’s journey.”

The brand’s creatine monohydrate aims to boost strength and endurance, the whey protein powder delivers 25 grams of protein with prebiotic fiber and digestive enzymes, and the pre-workout fuels high-intensity workouts. The Peptide Muscle Builder includes two distinct peptides that the brand claims accelerate recovery and reduce fatigue.

1O1 marks another milestone in Floyd Mayweather’s growing business portfolio, which includes Mayweather Boxing + Fitness gyms, real estate investments, and Mayweather Promotions.

The post Floyd Mayweather Enters the Supplement Game with 1O1 appeared first on Athletech News.

Longevity. Holistic wellness. Anti-aging. Metabolic health. Gut health. Femtech. Once niche buzzwords reserved for the wellness-savvy, these terms have entered mainstream conversations, sparking discussions among friends and peers.

As many focus on foundational steps to take control of their health, others are diving deeper—embracing cutting-edge technologies and tools that aim to enhance vitality and, hopefully, extend their lifespan.

It’s an exciting space, but it can be overwhelming—especially when trying to distinguish fleeting fads from lasting trends poised to shape the future of the wellness industry. 

With a new year underway, Athletech News connected with leaders across various health sectors to explore the trends and technologies they believe will define the wellness landscape in 2025 and beyond.

AgelessRx Co-Founder Reflects on Potential of GLP-1 Microdosing and Rapamycin

Dr. Sajad Zalzala, chief medical officer and co-founder of AgelessRx, expects Geroprotective therapies (interventions tackling aging) to pick up speed in 2025, building on the momentum of research released in recent years.

His telehealth company, centered on longevity, has captured the interest of consumers averaging 50 years old and high-performers who need to squeeze the most out of every breath. 

“I suspect we will see a wider and broader interest in Rapamycin as it gets studied for chronic fatigue syndrome, long COVID, female fertility, oral health, chronic pain and more,” Dr. Zalzala adds, referencing the FDA-approved drug.

He also projects that NAD+ will continue to experience strong interest due to its versatile benefits across several health domains and its pop culture ties, catapulted in part by Hailey Bieber and Kendall Jenner, NAD+ fans. 

At the same time, Dr. Zalzala also expects GLP-1 medications to gain interest for its benefits beyond weight loss, appealing as a solution to those struggling with inflammation and addiction. He also predicts an emphasis on GLP-1 microdosing for cost effectiveness, longevity benefits and tolerance in the near future. Dr. Zalzala isn’t alone; functional medicine expert Dr. Frank Lipman also sees the potential of GLP-1 microdosing. 

In addition to a focus on mental wellness and cognitive health, the AgelessRx co-founder also projects an increase in personalized wellness tools.

“As people are becoming more interested in the inner workings of their bodies, we’re seeing more demand for micronutrient and microbiome testing as well as using wearables to guide therapies and outcomes,” Dr. Zalzala says.

23andMe’s Dr. Abul-Husn on the End of One-Size-Fits-All Solutions

23andMe’s vice president of genomic health, Dr. Noura Abul-Husn, shares Dr. Zalzala’s prediction on personalized wellness. 

“Personalized wellness, driven by the unique intersection of genetic insights and blood/biological age data, will have a lasting impact into 2025 and beyond,” Dr. Abul-Husn says. “People are becoming more interested in tailoring their fitness and health routines to their unique genetic makeup, recognizing that a one-size-fits-all approach doesn’t work for everyone.”

Similarly, Dr. Abul-Husn believes the emphasis on mental wellness also has staying power — with mindfulness, meditation, breathwork and stress management becoming an essential part of a comprehensive health stack. 

“Focusing on mental health and implementing practices like meditation and mindfulness can alleviate stress and anxiety, factors that can contribute to neurological diseases like Alzheimer’s and Parkinson’s,” Dr. Abul-Husn says. “As we continue to understand even more about the connection between mental and physical health, these holistic approaches will only become more prevalent.”

This year, we are also likely to see generalized health recommendations like recommended daily allowances and general nutritional guidelines fade, predicts Dr. Abul-Husn.

“Advances in personalized wellness and nutrition are showing that factors like age, weight, daily activities and even genetics influence nutritional requirements,” she says. “Genomics and other technologies are helping provide a clearer picture of one’s specific health needs. This shift supports an approach where nutrition and health recommendations are tailored to each person’s lifestyle and genetic makeup or biology, offering more precise guidance that can improve health and longevity.”

NextSense’s Caitlin Shure Excited for Closed-loop Wearables, Rise of Femtech

NextSense head of product and content Caitlin Shure, PhD, is eyeing several trends for 2025, related to wearables, femtech and women’s health.

While sporting a wearable on the wrist has become commonplace, Dr. Shure points out that there is a desire for wearable devices to be discreet, comfortable and even stylish.

“Products like the Oura Ring have become popular due to their sleek design and comfort, and future wearables will likely emphasize these aspects to appeal to a broader audience,” Dr. Shure says. “Current wearable form factors, such as bulky EEG headbands, remain less socially acceptable, limiting mainstream adoption. With the next generation of wearables, companies are striving to integrate advanced technologies like EEG into more subtle, fashionable designs—making health tracking not only functional but also aesthetically appealing for everyday wear.”

She also hints at an exciting new development in the wearable tech space: closed-loop wearables that create feedback loops to make adjustments for optimal health, such as automatically adjusting settings for relaxation or signaling users when their stress levels are too high. Advancements like these are what position wearables as an active partner in health management rather than a simply passive tracker, she says. 

Tech company NextSense is leading the way in the space, having created brain-responsive earbuds that support sleep and energy enhancement.

Notably, Dr. Shure points out the rising femtech industry — an exciting and important space that is focused on products addressing women’s health needs – is poised to grow rapidly in 2025 and beyond.

“With ongoing advancements in menstrual tracking, hormonal health, reproductive support and even menopause management, femtech is gaining traction as a valuable sector within wellness,” Dr. Shure says. “From apps to wearable devices tailored to women’s unique health needs, femtech innovations are becoming a crucial part of both preventative and personalized health. This continued focus on women’s health reflects a broader trend toward inclusive wellness and the development of tech that acknowledges different health needs across demographics.”

Dr. Davis Champions Heart Health, Metabolic Disease Solutions 

Humann chief cardiologist Dr. Chris Davis, FACC, offers a compelling prediction for 2025 that is right in his wheelhouse: the endothelial glycocalyx.

For laypersons who are unfamiliar with this gel-like layer of glycoproteins, Dr. Davis assures that we will soon hear more about its role in maintaining healthy blood vessels and preventing heart disease. 

“Many people don’t know that the glycocalyx is a layer that lines the inside of your arteries, shielding them from damage and helping keep blood cells, white blood cells and cholesterol molecules flowing smoothly through your arteries,” Dr. Davis says. “A healthy glycocalyx helps ensure that your arteries produce nitric oxide, a vital molecule for maintaining healthy blood flow and blood pressure.” 

Humann, a heart health supplement company, welcomed the triple board certified physician to their team last summer.

Dr. Davis also points to the increased interest in cardiometabolic health, which has become a more common focus as more individuals discover the connection between cardiovascular health and properly functioning metabolic systems. This attention will likely lead to awareness of new remedies. 

“For example, studies show the benefits of berberine as a tool to support blood sugar and blood pressure management, insulin resistance and cholesterol levels, and we may see a rise in the popularity for solutions like these to help mitigate metabolic disease,” Dr. Davis says.

Dr. Bulsiewicz Explores Gut-Immune Connection, Microbiom Nutrition 

While Dr. Davis has the heart covered, Dr. Will Bulsiewicz, a gastroenterologist and founder of gut health supplement company 38Tera, noted the growing awareness of gut-immune connection. 

“2025 will be the year people prioritize their gut health not just for digestion, but for whole-body immunity,” he says. “The gut and the immune system are inseparable, and the best way for us to reduce inflammation is by healing the gut. You will hear more about this in the coming year.”

The New York Times bestselling author of “Fiber Fueled” also points out that there’s a new generation of gut health supplements in the pipeline for this year. 

“I’m excited to play a central role in making this happen,” Dr. Bulsiewicz says, adding that he launched 38Tera last year. “Our flagship product – DMN, or Daily Microbiome Nutrition – is a powerful overhaul of Grandma’s orange drink using cutting edge science and premium ingredients. It helps you feed your microbes daily in a way that’s easy, delicious and effective. In 2025, 38Tera will expand its range with evidence-based solutions to common gut issues.”

Much like the other experts in their respective fields, he emphasizes the role of personalization when it comes to the future of the wellness industry.

“This year, personalized gut health solutions will dominate the wellness space, with microbiome testing and tailored nutrition plans becoming more accessible than ever,” he adds. “This is something I’m personally involved with as the U.S. medical director of ZOE.” 

The post What’s Defining Wellness in 2025? Here’s What 5 Experts Say appeared first on Athletech News.

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. 

The post Why Gut Health Is Critical for Fitness & Wellbeing appeared first on Athletech News.

Seed Health is on a mission to take the guesswork out of picking a probiotic, all while bringing more scientific rigor to a supplement industry often slammed for leading with marketing claims over solid research. 

Founded in 2015 by co-CEOs Ara Katz and Raja Dhir, Seed has become one of the best-selling probiotic products in the United States, powered by its flagship DS-01, a daily “symbiotic” that combines probiotics and prebiotics into one pill. 

Seed Health describes itself as a “microbiome science” company instead of a supplement maker, and its website contains reams of research pointing to the DS-01’s effectiveness over rival probiotics.

In 2021, the company secured $40 million in Series A financing to expand its product line and fund new clinical research. In 2024, Seed launched CODA, a computational biology platform for microbiome research, released a vaginal probiotic for women’s health and expanded into Target, its first retail partnership.

Katz sat down with Athletech News to share what makes the DS-01 different from other probiotic products on the market, explain why vaginal probiotics may be the future of women’s health, and detail what’s next for Seed over the coming years.

The following conversation has been lightly edited for clarity and length.

Athletech News: Can you tell us about your background and why you decided to create Seed?

Ara Katz: I have an eclectic background – I come from consumer tech and I also spent time in media, so the through line of my career has always been in storytelling and translating frontier tech into relevant consumer health innovations. You’ll notice I have no MD or PhD as a suffix to my name, though I run a science company. Outside of my professional life, my mom was diagnosed with pancreatic cancer when I was 16, and I started reading scientific papers and learning about clinical trials. Ever since then, I’ve been a fascinated science enthusiast and somebody who’s spent a lot of time deeply understanding health biology, where science is heading and how that impacts the decisions that we make for our bodies and our health.

I felt from a very young age that there’s a real translation problem between how science is communicated and how we ultimately make decisions that impact our lives. So the microbiome was this perfect confluence for me of a frontier field of science that was ripe for translation into not just consumer health innovations that could impact health, but also the storytelling of the microbiome and how this new framework of biology could shape the future of health.

ATN: How does Seed approach storytelling around the microbiome?

AK: We work from this beautiful tenant that I can’t take credit for, but it certainly inspires me every day, which is the idea that science isn’t finished until it’s communicated. As it relates to our marketing, I think the microbiome as a framework really upends and certainly augments so much of what we understand today about human health, biology and pathology.

We’ve always led with science and education. We also want people to think of our brand as kind of the anti-marketing brand in some ways – we do very provocative things sometimes to try and get people to shift their perspectives in the same way the microbiome gets us to think differently about health. We’re always trying to find new and interesting ways to Trojan-horse science into the cultural zeitgeist.

ATN: Can you share any examples of Seed’s provocative marketing?

AK: We did a big Citizen Science campaign a few years ago, it was called the #GIVEASHIT campaign. Basically, we crowdsourced the largest image database of poop – human stool – in the world, and acquired an AI that can diagnose stool off of an image and Bristol Stool-type it, which is the diagnostic criteria for stool. It was a big educational and cultural zeitgeist moment that was covered by a lot of people. It was also a cool way of us saying, “Hey, stool is a really important biomarker of health.”

ATN: What separates Seed’s flagship product, the DS-01, from other probiotics on the market? 

AK: DS-01 is the most genomically diverse probiotic that exists in the market (in the U.S.) and internationally.  That’s very important because when something’s more genomically diverse, you have the capability of impacting a heterogeneous population regardless of their starting microbiome. It’s the equivalent of making a t-shirt that’s one size fits all. 

The second is just the strain selection itself. The quality of our clinical research is another major differentiator. DS-o1 just completed two clinical trials: we’re the first to demonstrate antibiotic maintenance of gut immune and gut barrier function, as well as enrichment of bifidobacteria in the gut alongside and after broad-spectrum antibiotics. And we just completed an IBS study at Harvard, also with positive results. 

ATN: Why did Seed decide to create the VS-01, a vaginal probiotic?

AK: Going back to our initial vision, we saw that the microbiome was far beyond the gut. We began our vaginal microbiome program very early in our journey of building Seed. There are so many unmet medical needs in women’s health that are a consequence of everything from overuse of antibiotics to a complete marginalization and underfunding of innovations in the field. 

The vaginal microbiome is probably one of the most critical discoveries in all of biology. We now know that it’s the foundation of gynecological, reproductive and neurogenital health. There’s really nothing that happens in the vagina where microbes and the microbiome aren’t involved. By the way, the gut and the vagina couldn’t be more opposite. In the gut, you want a huge amount of diversity, think about it as a rainforest. The vagina is like an apple orchard. 

ATN: What types of products could Seed look to create in the years ahead? 

AK: Many. I’ll just say we have programs in the skin microbiome, nutrition, gut-brain access and metabolic health.

ATN: How do you work against the negative perception many people have of the supplement industry?

AK: The skepticism of the supplement industry is incredibly well warranted. The FDA has important work to do and it doesn’t really have the bandwidth to enforce all of the bad actors. I think that puts a lot of onus on the consumer to determine if something has integrity and scientific credibility. At the same time, I also think people sometimes underestimate consumers. There are cues you can look at: for example, who are the scientists that are listed on the website? Are they credible? Do they have any scientific studies? Have you shared this with your doctor or another health practitioner that you trust?

I also think there’s a whole new wave of companies in this space that are trying to do the right thing and are trying to do good science. 

ATN: Should everyone be taking a probiotic? 

AK: We conceptualized DS-01 to answer the question, “Why would an otherwise healthy person take a probiotic every day?” You have to remember, “otherwise healthy” has a big asterisk. 80 million people in the United States have a GI event every single week and 15% of the United States has diagnosed IBS. So we’re talking about very large cohorts of people that experience some level of discomfort, and that’s before you really start to characterize what it means to be a human being walking around with a body that simply was not made for the built environment we live in. We’ve published papers about dishwasher rinse aids and laundry detergent just living in our built environment that assault our gut barrier and the epithelial barriers of our whole body. Most people have some opportunity to improve digestion or GI health. That’s just from statistics. 

But if you said to me, I can take DS-01 and I only have the money for that, or I can eat healthy and incorporate more plants into my diet, I’d tell you to focus on nutrition. But for $1.67 a day, and with over a million people who’ve said (Seed) literally has changed my life, I think we’ve created something that’s made a tremendous impact on people’s overall health. 

ATN: What’s your vision for the future of Seed?

AK: When people think about the microbiome, I want them to think about us both for education and understanding, as well as the leading innovations in the space. And that will be in more and more parts of your life, not just in capsules. We’re thinking about all the areas of your home and of your well-being where microbiome science and/or the power of microbes can nurture this ecology of your body that is so impactful to your overall health

The post CEO Corner: Seed Health’s Ara Katz on the Science of Probiotics appeared first on Athletech News.

Viome has raised $25 million to support the launch of a diagnostics division in a Series D internal round as preventative health tech and the demand for personalized solutions reach a fever pitch. 

The AI-driven startup, which offers home-based tests and microbiome health products, is also onboarding former Amazon SVP and Samsung chief digital officer Kal Raman as its chief operating officer. In his role at Viome, Raman will oversee the development of early-detection tests for chronic diseases, cancer and aging. 

The latest funding follows Viome’s 2023 $86.5 million Series C and retail deal with CVS.

“What attracted me to Viome was its mission to have a meaningful impact on the health of individuals,” Raman said. “Viome is a true innovator and pioneer in the health space, being one of the first to recognize the critical importance of preventative measures. This is evident by the success of its microbiome tests, which have already helped thousands take control of their health through personalized insights and recommendations.”

Raman added that he’s eager to help Viome fulfill its mission in the diagnostics space. 

Preventative Testing

In addition to its at-home microbiome testing, Viome offers CancerDetect, a test that detects biomarkers associated with early-stage oral and throat cancer. The startup says the early cancer detection test has a 90% sensitivity and a 95% specificity rate, which minimizes the risk of false results.

Viome is also behind an at-home Full Body Intelligence test that uses stool, blood and saliva samples to give users a comprehensive view of their health and any imbalances in the gut and body. The latest funding round, however, will take things even further. 

“Oral health is just the beginning of our journey into innovative diagnostics,” said Viome CEO Naveen Jain. “We plan to expand our diagnostic offerings significantly, including developing tests for gut health conditions like IBS and IBD. I cannot think of a better person to bring on board to drive our diagnostic innovations. Kal’s role will be crucial in enhancing our ability to deliver advanced, personalized health solutions, ultimately helping millions of people lead healthier, more informed lives.”

Khosla Ventures, Bold Capital WRG Ventures and Salesforce co-founder Marc Benioff were among Viome’s recent funding round participants. 

Read ATN’s review of Viome’s Full Body Intelligence test here. 

The post Viome Lands $25M for Diagnostics Division appeared first on Athletech News.

Some of your favorite health, beauty, and wellness brands started as small startups aiming to expand their reach. Brands like Primal Kitchen, Flamingo, Casper, and Native, which began as startups, are now staples on Target shelves. Probiotic brand Seed is set to join this lineup.

Seed, a science-focused brand known for its whole-body health solutions, has partnered with Target, marking its entry into big-box retail. After finding success with direct-to-consumer and Amazon sales, Seed’s products will now be available at Target stores nationwide and online at Target.com.

Owned by Seed Health, a microbiome science company, Seed offers products focused on gastrointestinal and digestive health, women’s health, skin, pediatrics, brain health, metabolic function, and healthy aging. Its top-selling products, the DS-01 Daily Synbiotic and PDS-08 Pediatric Daily Synbiotic are clinically validated daily probiotics that will soon be available at Target.

Ara Katz, co-CEO and co-founder of Seed Health, says this transition is just the first step in Seed’s push to make its products available to new customers. 

“Launching nationwide in Target is a pivotal milestone in our mission to bring leading microbiome science to everyday health,” Katz said. “We’ve impacted the health of over one million people and hear stories every day about the life-changing effects our products have. This partnership enables broader access to our current and future innovations, empowering even more people to transform their well-being.”

In addition to its two synbiotics, Seed will introduce the newly released DS-01 14-Day Gut Reset. This two-week program is designed to support gut function, strengthen the gut barrier, and replenish beneficial bacteria, particularly during periods of travel, stress, poor sleep, and other “occasional disruptions.”

This retail partnership arrives at a time when more Americans are focusing on their health. According to The Vitamin Shoppe’s 2024 Consumer Survey, 55% of respondents reported adopting healthier lifestyles since the pandemic’s official end in spring 2023. As a result, sales of nutrition-based supplements such as GLP-1s, protein powders, and multivitamins have soared.

“This partnership with Target represents a significant moment in our growth journey as we expand into new channels and geographies,” said Cathrin Bowtell, president of Seed Health.“ [The collaboration is] encouraging us to reach new communities and realize the full potential of our brand, products, and future pipeline.”

Seed products will be available in Target stores and online at Target.com starting September 9.

The post Seed Health Expands Reach with Target Retail Partnership appeared first on Athletech News.

SoWell, the metabolic health supplement distributor, is providing some extra balance for those riding the Ozempic wave. 

The brand is launching a three-part GLP-1 support system that mitigates GLP-1 side effects to help users stay on the medication. The Ozempic market is currently valued at $10 billion, according to SoWell. One in every eight Americans also takes Ozempic/GLP-1s for reasons beyond weight loss, such as alleviating other illnesses, according to a KFF Health Tracking poll from May of this year. 

This support system aims to assist that demographic, as SoWell also reports that 70% of users stop taking their GLP-1 medication after just one year due to limited help addressing its side effects. One of the most common setbacks stemming from GLP-1 usage is the loss of lean muscle mass.

“If weight loss is a goal, regardless of the intervention, it’s crucial to have the best tools and the right information to ensure beneficial and lasting results,” said Dr. Rekha Kumar, speaking on her strength training program for people experiencing weight loss from GLP-1s. “The last thing we want to see is people experiencing weight loss with medication while also losing muscle and decreasing their cardio-metabolic fitness in the process.”

SoWell combats that and more with this support system based on clinical research from founder Dr. Alexandra Sowa’s decade-long experience working with GLP-1 patients. The product includes 17 ingredients said to dilute side effects brought on by GLP-1s, such as nausea, constipation, diarrhea, fatigue, headaches, weakened skin elasticity, hair loss and muscle loss.

“As a physician specializing in internal and obesity medicine, I have spent over a decade working with
GLP-1 patients and understanding their unique needs and challenges,” said Dr. Sowa. “But other products on the market didn’t meet my standards and weren’t developed for GLP-1 users. There is a critical gap in the market when it comes to addressing the side effects an specific requirements of GLP-1 users on their weight loss journey. The SoWell GLP-1 Support System is designed to support and enhance the effectiveness of GLP-1 therapies while helping users achieve their health goals more comfortably and effectively.”

The system breaks down into three parts: SoWell Electrolytes, SoWell Protein and SoWell Fiber. SoWell Electrolytes mainly targets nausea and fatigue with Vitamin B6 and trace minerals. SoWell Protein focuses on maintaining muscle mass, skin elasticity and hair density with whey isolate, collagen protein and digestive enzymes while SoWell Fiber promotes long-term gut health and balances the digestive process with psyllium husk, guar gum and apple pectin fiber.

All are available separately or packaged together. They are all low-sugar, low-carbohydrate and possess zero artificial flavors, coloring or sweeteners. 

This launch from SoWell comes at a pivotal time, as GLP-1 suppliers are growing in accordance with the increased demand. Hims & Hers Health made the medication available to consumers earlier this summer. Ivim at Work even just launched a GLP-1 corporate wellness program. 

The post SoWell Launches Product that Bio-Hacks Against GLP-1 Side Effects appeared first on Athletech News.

Looking for the perfect summer snack that won’t leave you feeling like you’re falling short of your wellness goals? We rounded up everything from extra-hydrating beverages to low-sugar candy to high-fiber protein bars

Summertime is filled with sweet temptations and sugary drinks, so finding better-for-you options is key to staying healthy. Misinformation and “health-washing,” or using misleading marketing to convey the false impression of healthiness, is more prevalent than ever.

Athletech News has rounded up five healthy food and beverage brands that will make it easier than ever to cut sugar, regulate your gut and pack protein into your daily routine. 

• 

  Supergut 

  Supergut is a gut-focused brand with various offerings, like bars, shakes, and prebiotic mixes. Ward off summer sweet temptations with Supergut’s fiber-filled products, like its Gut Healthy Prebiotic Bar and the Gut Healthy GLP-1 Booster. The Gut Healthy Prebiotic Bar is one of the most delicious protein bars I have ever had. The Strawberry Almond flavor tastes like a strawberry shortcake but only has 1-2 grams of sugar, 10 grams of fiber, and 10 grams of protein. It also comes in Peanut Butter Chocolate and Chocolate Brownie, which are equally delicious, coated in a thin layer of an erythritol-based coating that tastes and looks like icing.

  The Gut Healthy GLP-1 Booster has an almost imperceptibly sweet flavoring but is packed with 22% of the recommended daily value of fiber and 0 grams of sugar. The added fiber helps keep you full to reduce cravings and mindless snacking. The Booster can be easily added to everything from coffee, smoothies, oatmeal, baked goods, and sauces. Although summer can be stressful, Supergut can help keep you healthy and moving. 

• 

  Skratch Labs Hydration Everyday Drink Mix 

  Skratch Labs Hydration Everyday Mix is perfect for extra hydration on warm summer days with natural, subtly sweet flavoring. The company was founded by a scientist and cycling coach, Dr. Allen Lim, who got frustrated with the artificial ingredients in pre-packaged sports bras and drinks. Skratch Labs is made with 0 grams of added sugar and real fruit and comes in flavors like Lemon + Lime, Tangerine + Orange, and Salted Margarita.

  The brand uses natural ingredients to deliver a subtle but deliciously sweet taste; a serving is only 10 calories and has 0 grams of sugar per serving. Skratch Labs is perfect for athletes who need to refuel after sweaty days outside in the summer heat but without artificial sweeteners. 

• 

  SmartSweets 

  If you’re looking for a lower-sugar sweet treat, SmartSweets might be your answer. A packet of SmartSweets candies has only around 130 calories per pack and 92% less sugar than traditional candies. SmartSweets has products reminiscent of classic candies, like sour patch candies, peach rings, gummy fish, fruity bears, and watermelon sour bites.

  The candy is slightly chewier than traditional candy but is juicy and surprisingly filling, with around 6 grams of fiber and only 3 grams of sugar per bag. Some of my favorite SmartSweet candies were the Sourmelon Bites and the Fruity Gummy Bears, which almost made me forget that I was eating candy made of stevia, not real sugar.  

• 

  Lemon Perfect

  It’s no secret that lemons have health benefits, like hydration, immune, digestive, and skin support. Every bottle of Lemon Perfect has half a squeezed lemon but zero grams of sugar and comes in unique flavors like Dragon Fruit Mango, Peach Raspberry, Watermelon, Coconut, and Blueberry.

  Lemon Perfect’s tartness is perfect for a hot summer day or after a tough workout; I found myself continually reaching for a bottle after a tough workout. Each bottle also has 20% of the recommended daily value of Vitamin C. For an extra sweet and tart flavor, try Blueberry and Watermelon. The brand’s colorful and sleek packaging is also perfect for summer settings, like the beach, bike rides, or tennis courts. 

• 

  Catalina Crunch 

  Catalina Crunch has taken cereal fanatics by storm with its low-carb, keto-friendly, zero-sugar, and gluten-free cereal. Although it is marketed as a cereal, Catalina Crunch is treated by many as a healthy snack. With 11 grams of protein and 9 grams of fiber in one serving, the brand is fighting against cereal’s reputation as an unhealthy way to start the day. The cereal has the crunch of a snack but with a heartiness most competitors lack, making it filling even in small quantities.

  Catalina Crunch comes in familiar flavors like Dark Chocolate, Cinnamon Toast, Maple Waffle, and Honey Graham. The cereal’s ingredients include Catalina flour, made from pea protein, potato fiber, and chicory root fiber, as well as tapioca flour, sunflower oil, and stevia extract. Even small kids love Catalina Crunch, as it tastes like a better twist on conventional cereal. If you’re looking for a new snack or breakfast routine, look no further than Catalina Crunch. 

  Read more ATN product reviews here.

The post The Best Wellness Snacks for Summer appeared first on Athletech News.

Americans are getting healthier and making their wellness a priority according to The Vitamin Shoppe, which has released a study identifying the top five health and wellness trends for 2024.

Over half (55%) of respondents in The Vitamin Shoppe Consumer Survey reported that their lifestyles are either “much more” or “somewhat more” healthy since the end of the pandemic (defined as May 2023) — encouraging news for the nutrition and supplement industry, which is excited to welcome new health–driven consumers. 

The Vitamin Shoppe announced last month that it’s launching a telehealth service, Whole Health Rx, to offer weight loss medications to eligible consumers.

Here are the top trends from The Vitamin Shoppe’s Health & Wellness Trend Report 2024, based on the company’s sales and consumer survey findings from the past year, including data from research partner Spins.

GLP-1s Drive Nutrition-Based Supplement Sales

The GLP-1 boom is rapidly slimming down Americans, but it’s also opened the door for supplements such as proteins, multivitamins, fiber and probiotics to emerge as a key component in using weight loss drugs.

The Vitamin Shoppe notes that it’s seen a “sales bump” in ready-to-drink protein beverages, up 10% in 2023 versus the previous year. Meal replacement products designed for weight management also saw a 13% rise in the first four months of the year. According to Spins, protein supplements and meal replacements were up 15% industry-wide for the 52 weeks ending November 5. 

Food giant Nestle will soon release a protein-packed frozen food line for GLP-1 users — a sure sign that other food manufacturers will likely follow suit. 

“It’s a time of meaningful evolution in our industry, with innovations such as GLP-1 medications driving increased attention on the importance of healthy nutrition while social media continues to create surges of interest in a wide range of health and wellness supplements and products,” The Vitamin Shoppe CEO Lee Wright said.

The Staying Power of Longevity 

Longevity may be the wellness buzzword of 2024 — and for good reason. Tech advancements and an increased interest in health and wellness have led to the creation of a growing longevity economy that puts consumers in the driver’s seat of their health.

The Vitamin Shoppe says it has installed longevity-centric displays in all of its stores, showcasing products that support healthy aging, cellular and cognitive health and mobility support. The company indicated that cognitive support products were the largest sales drivers by volume within its longevity merchandise. Cellular health support products, on the other hand, had the biggest sales improvement in 2023 (up 45% from the prior year). 

Gut Instincts

Vitamin Shoppe has identified gut health as a top trend for 2024, partly supported by the destigmatization of common issues such as bloating and IBS and the rise of supplements like probiotics, prebiotics, psyllium husk, and digestive enzymes as helpful products for those with gut-related problems. The company says its ProBioCare line of probiotics and digestive health products saw sales increase 24% in 2023 and experienced a 44% boost in Q1 2024.

Across the board, digestive health and enzyme products sales have increased 9% for the 52 weeks ending November 5, according to Spins.

Women Invest in Their Health

Women’s health has also taken center stage, with Spins revealing that women consumers are increasingly interested in “case-specific supplements” to address their unique needs. Premenstrual syndrome (PMS) formulas, in particular, saw a 12% increase in sales for the 52 weeks ending October 8.

The Vitamin Shoppe also is catering to women with the launch of Health & Her, Wile, and Solaray Her Life Stages, three new lines that offer support for female consumers 40-plus looking to address areas like perimenopause, menopause, post-menopause, hormonal health, emotional health and sexual health.

Sipping to Health 

Functional beverages have become a quick and tasty way to ingest vitamins, adaptogens, nootropics and botanicals, with The Vitamin Shoppe dedicating an endcap display in 500 of its stores to brands like Kin Euphorics, De Soi, Hiyo and Parch to support growing functional beverage sales.

Ready-to-drink functional beverages have grown 20% in the natural channel for the 52 weeks ending November 5 and 5% in larger multi-outlet and convenience channels, according to SPINS.

The Vitamin Shoppe Health & Wellness Trend Report 2024 is available for download here.

The post GLP-1 Nutrition, Gut Health Among Vitamin Shoppe’s Top Wellness Trends appeared first on Athletech News.

Fiber-packed products in the gut health space could offer budget-conscious and semaglutide-wary consumers an injection-free path toward weight loss.

Experts have long referred to the gut as the body’s “second brain” for its impressive system that houses over 100 million nerve cells and communicates with the upper brain — but now, gut health has taken center stage, especially as consumers have become more health-conscious. 

The topic has even found its way onto Netflix, which premiered “Hack Your Health: The Secret of Your Gut” last month. The documentary focuses on microbiome research and gut health’s impact on mental and physical health.

Gut Health Emerges as Massive Market

For many consumers, the quest for good gut health has just begun — and businesses are ready — like Viome, a healthtech and longevity startup that raised $87 million for its at-home microbiome testing kit.

While research is ongoing, experts say that factors such as a diet of ultra-processed foods, antibiotic use and the environment can all contribute to poor gut health. However, a high level of diversity in gut bacteria is helpful in overall health — a key point made in “Hack Your Health: The Secret of Your Gut” — and a lack of it can contribute to conditions such as obesity.

Ozempic, Wegovy and other weight loss drugs mimic the GLP-1 hormone to slow digestion and signal the brain that it’s full. However, certain foods (especially those high in fiber) can naturally trigger the release of the GLP-1 hormone. Fiber has become central to the GLP-1 and weight loss connection: one study found that increasing fiber in the diet can significantly modify the gut microbiome, yet only 7% of adults in the U.S. meet fiber recommendations.

Biohackers and wellness enthusiasts have long been known to use fermented foods to boost gut diversity, but the shift towards whole health wellness has invited new consumers into the fold.

As celebrities begin to shrink and neighbors suddenly look much more svelte, it may seem like everyone is on GLP-1s. A recent poll found that approximately one in eight adults (12%) say they have taken a GLP-1 weight loss medication, including 6% who are currently using them. However, regardless of health insurance coverage, many surveyed reported that it was either “somewhat” or “very difficult” to afford the medications.

Semaglutide Alternatives

Between a high price tag, tight supply (Mounjaro and Zepbound are both showing limited availability through the second quarter) and general uneasiness about the unknown and possible long-term effects of weight loss medications, some products have begun to hit the market offering an affordable alternative.

Supergut, a prebiotic superfood brand that launched in 2022, has quadrupled its sales in the past two quarters and has now partnered with GNC to sell its products that improve digestion and promote weight loss. 

Pivoting to a nationwide retail deal from a direct-to-consumer model could be a game-changer for the brand, which makes Gut Health GLP-1 Booster — a prebiotic fiber mix that can be added to any food or beverage and offers 6 grams of fiber. The brand also makes snack bars and meal replacement shakes and is rolling out to Erewhon, Fresh Thyme Markets and three other retailers in addition to GNC.

Supergut’s founder and CEO Marc Washington says the brand has seen unprecedented demand from consumers and retailers who want to take advantage of the “historic shift” in food, health and nutrition.

The brand uses a patented blend of prebiotic fibers and feeds the good gut microbes, regulating GLP-1 production and signaling the brain to stop eating. The gut health brand was validated for its weight management, blood sugar control and digestion benefits in a clinical study last year. 

As it makes its way across the nation in GNC shops, Supergut is aiming to also offer its products as a solution for those who are tapering off or ending the use of weight loss injections.  

Other brands have also joined Supergut in the gut health space. Benefiber, a brand staple in the fiber segment, has introduced a new variation for weight management – Benefiber Healthy Shape — which offers 5 grams of fiber per serving, more than its original blend which contains 3 grams per serving. Sakara’s Fiber Super Powder offers 6 grams of fiber with its blend of ten prebiotic fruits, vegetables and diverse digestive enzymes. 

High-fiber products in the gut health category are positioned to potentially become the next big thing in wellness. While there remains debate about the ability of non-Semaglutide products to impact GLP-1 enough to drive meaningful weight loss, they could prove helpful to those looking to improve their overall health or help the millions of projected GLP-1 users maintain their weight loss.

The post GLP-1 Boosting Foods Could Be New Wave in Weight Loss appeared first on Athletech News.

With Viome’s Full Body Intelligence test, users get a comprehensive report on their gut microbiome along with food and supplement recommendations to improve gut health

Viome offers an at-home RNA gut and health test that measures users’ microbial, human, and mitochondrial gene expressions to offer personalized food and supplement recommendations.

The company was launched in 2016 by Naveen Jain, who wanted to empower patients to take control of their own health. Viome raised over $175 million in the company’s first two years, receiving support from investors like Khosla Ventures and Bold Capital.

To use Viome’s Full Body Intelligence test, users take at-home samples of blood, saliva, and stool and send them to the company’s lab for testing. Members receive their results, along with food and supplement recommendations.

Athletech News tested Viome’s Full Body Intelligence test to learn more about gut health.  

Pros

The Full Body Intelligence test measures, down to a strain level, how active any bacteria, archaea, and viruses are in a user’s gut, and uses that to inform the results. Viome uses RNA sequencing technology licensed from Los Alamos National Lab and originally developed for biodefense.

“Measuring RNA offers a way to tell what is actively happening inside and the different levels of activities of various molecular pathways that make up health-related functions,” Grant Antoine, Viome’s Translational Science Clinical Expert, told Athletech News. “This is important for someone wanting to see which way their health is trending and how to suppress harmful activity and boost beneficial activity to lower inflammation and support a balanced microbiome, which is key to longevity.”

The service provides users with a “Biological Age,” which determines how their gut microbiome, oral microbiome, and cells compare to others. I appreciated the one-glance insight into gut health, followed by the ability to click into the factors that informed the score. 

Viome’s app was well-designed, displaying “Good,” “Average,” and “Not Optimal” Scores for each metric. It also includes videos and articles providing extra information about the recommendations for those who want to dive into the scores. 

The feature I found most interesting was “Your Foods.” Based on my results, Viome provided a list of foods that it labeled as “Enjoy,” “Avoid,” “Minimize,” and “Superfood.”

Many of the foods listed under “Avoid” were already foods that I did not eat often, but there were some that I frequently consumed. When I clicked into the rationale some foods, like bell peppers, had unexpected answers. Viome recommended avoiding bell pepper due to a specific strain found in my microbiome, while other results (like lime and sprouted wheat bread) had more general recommendations based on my “Heart and Metabolic Health.”

For each “Superfood,” Viome provided a link to a medical study, which was useful upon diving into my results.  

Viome also offers supplements customized based on a user’s results. While I did not try the service, the app showed exactly what would have been in my formula, and the rationale for including each vitamin, mineral, or extract. Those looking for a convenient solution to gut issues through supplements would likely find this service useful. 

Cons

Moreso than many at-home tests, Viome is effort-intensive. Some might appreciate the convenience of not needing to go to a nearby pharmacy or bloodwork center. Others might get squeamish at some of the steps. I found myself somewhere in between—for me, the most uncomfortable part was squeezing out enough blood for the vials during the finger prick. 

Because gut health is more of a recent health phenomenon, I found assessing how to pair Viome’s recommendations with more traditional health metrics (like weight, blood pressure, DNA and biomarkers) difficult. For example, one of my “Enjoy” foods was butter, which most medical professionals would likely advise against. The test is focused on improving gut health, perhaps not what might be best for overall health. 

As someone who appreciates data, I was hoping for individual measurements of various organisms found in my system. Instead, the scores are more holistic: Viome provides users a score and a key that shows if the score is “Not Optimal,” “Average,” or “Good,” and the percentage of Viome users in each category.

Also, some of the foods listed seemed fairly obscure. For example, “Buffalo” was listed, as was “Goat,” “Kamut,” and “Breadfruit.” While the list was certainly comprehensive, and filled with many foods that are commonly seen in grocery stores, featuring foods commonly found in the grocery store (or at least having some feature where one could input their common meals/foods) would have pared down the long list.  

Final Thoughts

Overall, Viome is a comprehensive gut health service best suited to those who want to dive deeper into a new way to understand wellness or those looking to improve existing gut issues. 

Read more ATN Product Reviews here.

The post Product of the Week: Can a Viome Test Revolutionize Your Gut Health? appeared first on Athletech News.

Eating right, exercising and keeping tabs on your mental health are important, but they’ll only take you so far if your gut microbiome is out of whack. 

Enter Pendulum, a supplement provider focused on improving gut health via cutting-edge probiotics. The California-based company – dubbed the “next generation of probiotics” – offers natural bacterial strains that address a variety of imbalances in the microbiome, leading to improved health from the inside out. 

The Microbiome Era Is Here

After noticing the microbiome’s potential while working for a DNA sequencing organization, Pendulum CEO and Co-Founder Colleen Cutcliffe, PhD, felt compelled to launch the company. A personal connection to the subject then reinforced those feelings. 

“My first daughter was born preemie,” said Cutcliffe. “She was almost eight weeks premature. She was on a bunch of antibiotics in the hospital and this paper came out that showed babies who are on lots of antibiotics are more prone later in life to things like diabetes, obesity, ADHD, allergies, asthma, celiac disease and all these crazy things that are founded from a big disruption to the microbiome early in life.”

“I felt like I could start a company that could create products that help millions of people, including my own daughter,” she added.

Pendulum’s launch was a well-timed venture. Probiotics and gut health have soared in popularity over the past few years. The market has experienced year-over-year growth and is expected to continue increasing at a compound annual growth rate of 14% from 2023 to 2030.

“I used to have to keep repeating to my parents what I do,” said Cutcliffe. “Now, I have my dad, who I just was on a call with, where he was talking about this book he read about the microbiome. I think words like ‘microbiome,’ which were science vocabulary words just 10 years ago, are now words that lots of people understand. People know that gut health is super important and they’re starting to look for products that can help them.”

As gut health gains mainstream recognition, Pendulum is too. In 2023, the company added actress Halle Berry as its Chief Communications Officer. Berry is also an investor in Pendulum.

“I wish I could say that we were clever enough to be glomming on to these trends, but the truth is that it just is coincidental,” Cutcliffe said of her brand’s well-timed launch. “I thought the microbiome was a great opportunity from a scientific and clinical standpoint. I had no way of knowing that the general public was going to start to understand that gut health was so important at the same time that we were going to be releasing these products. But we’re happy to ride that trend.”

Go With Your Gut

Cutcliffe sees four pillars of health: diet, exercise, mental health, and finally the microbiome. Without the latter, the former three are dragged down, as Pendulum’s products address issues such as blood sugar spikes and crashes, low energy levels, digestive issues, slow metabolism of sugar and carbs and weak gut lining, just to name a few. 

“If you want to have a high-performing car, you have to put in top-notch fuel, but you better have a top-notch engine also,” Cutcliffe said. “So if you want your body to be high performing, you better be putting in the best fuel, which is the best diet and nutrition, but also have the best engine, which is your microbiome.”

Although the brand continues to research all aspects of the microbiome, Pendulum is primarily focused on metabolism at the moment. Pendulum recently released GLP-1 Probiotic, which empowers people to take control of their metabolic health by naturally increasing GLP-1, a satiety hormone that the body naturally produces when you eat. Participants in GLP-1 Probiotic consumer research reported significant reduction in food cravings after 6 weeks. 91% Reported reduced overall food cravings and 88% reported reduced sugar cravings. 

“Everything you eat is metabolized in your gut,” said Cuctcliffe. “It’s like a manufacturing plant itself. There are all these different workers that are responsible for making different things and some people are missing a particular department. That’s the problem. The idea is, if we can give them back people to man that department, we can enable the manufacturing plant to be fully operational. That’s really what we’re doing to help people metabolize their foods better.”

Pendulum started out assisting people with Type 2 Diabetes. However, the brand has since moved on to helping anybody looking to support a healthy metabolism.

“Who doesn’t want to optimize their metabolism? We’re excited to be able to help lots of people with that,” Cutcliffe added.

How To Find the Probiotic for You 

While education on probiotics has increased in accordance with rising demand, Pendulum still aims to take it a step further. Doctors are providing a helping hand on that front, with over 5,000 currently recommending Pendulum products. 

“When you’re a patient, you go to your doctor and they’re talking to you about your metabolism, or your A1C, aging healthily, things like that and then they recommend this probiotic,” said Cutcliffe. “We can give the doctors all the papers that we have, the publications, the mechanism of action and then they can distill that down for their patients.”

Working with your physician while conducting your own detailed research on probiotics is the key to finding the right formula, says Cutcliffe. 

“There are a lot of probiotics and supplements out there if you’ve ever stood in the aisles of a grocery store,” she noted. “You may have walked past those and be like, ‘Man, that is a morass. I don’t know how anybody picks what the right thing is for them.’ I would encourage those people to talk to their doctors and then do the research.” 

Above all, people should be attentive to their body’s response to probiotics in order to find the right one.

“Ask yourself, ‘Are there things and outcomes that I will be able to see and feel when I take this thing?’” Cutcliffe said. “If you’re doing all those things, you will hopefully be able to make good choices about which probiotic is right for you.”

The post Pendulum Emerges as Leader of the Growing Gut Health Market appeared first on Athletech News.

Viome Life Sciences, a longevity and preventative healthcare startup focused on at-home microbiome testing, has closed an $86.5 million Series C funding round, bringing its total amount raised to $175 million.

Khosla Ventures, Bold Capital and WRG Ventures led the most recent funding round, which included participation from new and existing investors. The funding will be used for research and development as well as retail expansion efforts.

Viome, founded in 2016, says the Series C funding round is a major milestone in its mission to empower consumers with actionable insights through microbiome testing.

“In a world where healthcare has often been reactive, treating symptoms and targeting diseases only after they manifest, Viome is pioneering a transformative shift by harnessing the innate power of food and nutrition,” said Viome founder and CEO Naveen Jain. “Our mission is not just to prolong life but to enrich it, enabling everyone to thrive in health and vitality.”

Viome’s objective is to use data-driven decision-making, preferring a tailored approach to health over a one-size-fits-all strategy. The longevity-focused company relies on science to serve consumers based on their microbial gene expressions and employs AI and algorithms to analyze gene expression data from over 600,000 samples.

The company recently inked a deal with CVS which will see its Gut Intelligence Test in 200 CVS locations nationwide, in-store and online. The test comes right as Americans are becoming increasingly invested in their health and well-being and as new research suggests gut health may be linked to exercise performance.

Last month, Viome also introduced Oral Health Solutions, which measures microbial gene expression using at-home saliva collection to provide personalized recommendations and products.

“We’re on a journey to redefine aging itself, and we’re invigorated by the support of our investors and customers,” Jain said. “Together, we’re building pathways to wellness that hold the potential to enhance the lives of billions of fellow humans across the globe.”

Khosla Ventures partner Robbie Schwietzer views Viome’s strategic investment as more than confidence in the company; he sees it as “the dawn of a new era in healthcare.”

“The promise here is staggering: the very prevention of an epidemic wave of chronic diseases, spanning mental, metabolic, cognitive, and digestive health,” Schwietzer said. “We’re not merely excited, we’re inspired and resolved to continue supporting Viome as they sculpt the future with revolutionary products that will redefine the paradigms of health, from early-stage cancer diagnostics to personalized nutrition solutions that respond to the individual’s unique biological signature.”

The post Viome Raises $87M for Microbiome Test Kits, Inks Deal With CVS appeared first on Athletech News.

The American Fitness Professionals & Associates (AFPA) has announced the launch of a new offering: a Gut Health Nutrition Specialist course.

With increased research, health professionals have recognized the significance of gut health in digestive disorders, immunity, chronic disease, and even mental health.

One recent example is Supergut, a gut health nutrition brand, that had a peer-reviewed clinical trial published in Diabetes, Obesity, and Metabolism: A Journal of Pharmacology and Therapeutics.

According to the Supergut study, regular consumption of its shakes, which are formulated with a proprietary resistant starch prebiotic fiber blend, can lead to improvements in metabolic health, digestion, sleep, mood, and energy levels.

The AFPA, a division of the KnowFully Learning Group, has developed a certificate of specialty to provide students with a comprehensive understanding of the role of nutrition in influencing gut health.

The course provides up-to-date scientific information on how gut health is critical to healthy digestion and nutrient absorption, as well as being intricately linked to the proper functioning of all bodily systems.

“I have trained and consulted with organizations worldwide on fitness and sports performance programming for over 20 years. Fitness professionals, personal trainers, and coaches struggle when clients and athletes are thrown off mentally and physically with gut health problems and related symptoms,” said Diane Vives, senior director of health & wellness professional education for AFPA. 

“There was little in the way of professional education with science-based information and realistic solutions. I am very excited that the AFPA team and nutrition expert Sasha Aparicio collaborated to provide this Gut Health Specialist course and believe it will help many professionals and their clients.”

The course is divided into eight modules and students will learn about gut anatomy, the impact of gut health on the body, and how nutrition, genetics, and lifestyle can influence gut health. The AFPA says students will also learn evidence-based nutritional strategies for optimizing gut health throughout the lifecycle.

The Gut Health Nutritionist Specialist course, $499, is available here and offers payment plans.

The post American Fitness Professionals & Associates Launches Gut Health Nutrition Specialist Course appeared first on Athletech News.

Is ARMRA, the popular colostrum superfood product with potential gut health and immune system benefits, worth the hype?

ARMRA was founded by Sarah Rahal, M.D., a pediatric neurologist who was inspired to found ARMRA Colostrum to enhance the body’s immune barrier, strengthen hair, improve gut health, and more. Everyday chemicals from refined sugars, pollutants, and processed ingredients continue to threaten consumers’ health every day through immune and digestive issues. Dr. Rahal decided to create the smart superfood to strengthen the body’s defense mechanisms against such issues.

What is ARMRA?

ARMRA Colostrum Immune Revival is a smart superfood that works by strengthening the immune barrier and reducing the inflammation that contributes to many chronic diseases. ARMRA comes in three variations: blood orange stick packs (30 servings for $49.99), unflavored stick packs (30 servings for $39.99) and an unflavored jar (120 servings for $109.99).

Colostrum is the first form of milk produced by all mammals after birth. The product gives the body its blueprint to build an immune system and foundational pathways. There are thousands of studies documenting colostrum’s benefits for one’s health for all stages of life. To develop its high-quality colostrum, ARMRA invented a low-temperature extraction technique to produce the purest and most potent colostrum product extracted only after the baby calves have had their needs met. The resulting colostrum has over 200+ bioactive nutrients in bioavailable form, and eliminates substances like casein and fat, which consumers do not need. Research showed that ARMRA activated anti-bacterial immune defenses that were faster and 32% stronger than other bovine colostrum products.

What We Liked About ARMRA

ARMRA is an easy-to-use supplement that is cleanly sourced from grass-fed cows. As a soy, gluten-free, and sugar-free solution, the product boosts one’s immunity without any of the negative side-effects of other supplements. It can be used by the entire family, and is safe for those allergic to milk protein, as ARMRA is casein-free.

Although one might worry about a flavor called “blood orange” for a colostrum product, it tasted delicious and natural—not too sweet. The unflavored version was perfect for adding it to smoothies or other beverages. One note is that you cannot add the product to hot liquids, as it will degrade the ingredients’ efficacy.

A major benefit noted from using the product was how strong one’s nails and hair felt after months of use. It also improved sleep quality and overall energy levels.

What We Didn’t Like About ARMRA

ARMRA is expensive, which may dissuade some from jumping on the bandwagon. However, for those who frequently get sick, want stronger nails and hair, and who have persistent gut health issues, it may be worth the cost.

One other downside is that it can take a little while for one’s stomach to get used to the product. Although consistent, long-term use aids with gut health issues, in the short-term, the product may contribute to digestive discomfort.

Overall, ARMRA is a groundbreaking product with the potential to transform one’s immune barriers for proactive defenses. For many, the high cost is worth the potential health upsides.

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If you’ve ever struggled to find the motivation to exercise, or lost energy mid-workout, you might want to take a closer look at your gut health. Recent research has found that a gut microbiome’s composition can have a large impact on motivation levels and physical performance.

In the study conducted on mice, researchers found that when the gut microbiome was depleted with antibiotics, the mice became exhausted, and ran less often on the treadmill. When mice had a healthy population of trillions of gut microbes, they were more likely to be motivated to run on the treadmill.

Low or imbalanced dopamine is linked to a poor drive for and adherence to physical activity, as well as major depressive disorder (MDD). If a similar pathway to the one in mice is confirmed in humans, it could offer a potential way to increase exercise levels. Dopamine management is going mainstream for its noted improvements to many aspects of life, like mental and physical wellbeing.

Companies have sprung up that address gut health in the last several years. Supergut is a brand focusing on resistant starch, a prebiotic that improves dopamine signaling. Holobiome is developing new gut therapeutics with queuine, a vitamin-like molecule that influences healthy aging and dopamine synthesis. Biopharma firm Kallyope raised $236 million last February to scale its research of the gut-brain axis, including serotonin- and dopamine-regulating therapeutics.

With a better understanding of the gut-brain connection, athletes and non-athletes alike could improve their motivation levels and overall physical performance through optimizing gut health.

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Supergut empowers people to regain control of their health from the inside-out using their patented line of shakes, bars, and fiber mix to promote a healthier gut microbiome. Marc Washington, the Founder & CEO of Supergut, is on a mission to improve the body’s natural ability to manage blood sugar, satisfy hunger, strengthen immunity, and more. Athletech spoke with Washington about his inspiration for founding the company, his advice for entrepreneurs, and his future plans for Supergut.

ATN: What inspired you to get started?

MW: My entrepreneurial journey started later than most entrepreneurs. I’ve been more of an executive throughout my career. But the space of health and wellness has been a large part of my pathway. It’s my own personal passion and something that I just love. I’m really inspired by helping other people live healthier. But I’ve always done that previously in larger organizations, typically as the right hand to the entrepreneur, helping them scale their business and their visions at scale.

I was taking notes over time and working with very successful entrepreneurs. There’s a lot that I learned along the way. And I discovered many things I would do differently.

It all came together a couple of years ago when stepping back kind of career-wise—thinking of what I want to do, what I want my impact to be in the world. I had this head-meets-heart moment where I had both the things I had done over time and the desire to do something differently. I felt there was a large unmet need in the marketplace.

My motivation also comes from a personal story: my sister was my motivation for starting a company as an entrepreneur. Her name was Monica and she lived with multiple metabolic diseases: diabetes, obesity, and hypertension. She tragically passed away far too young. It’s something that really shook me to my core, and amplified this fire that had been building in me to do something about it, to make a mark and to help people. I said to myself, if not me, then who, if not now, then when?

So, three-and-a-half years ago, when I started this company, I had the aspiration of really impacting health in a science-based way. I also wanted to do so in an accessible way, to make it really easy for people to live healthier.

ATN: Can you expand on the scientific process of developing products?

MW: I think about our business as: on one axis, science-based efficacy, and the other, accessibility, so taste and convenience.

The sweet spot is maximizing the combination of those two. My very first hire was a PhD food scientist that worked for me at a company that I used to be President/COO of called Beachbody.

We really dove into the research. And in particular, the angle and the aspect that we have honed in on is around the gut microbiome. It’s a leading topic and many people are becoming more and more familiar with the fact that your gut really is your control center for health. It was an awakening to see just how profound the science of the gut microbiome is, and how much we know now about the gut that we didn’t know before, and also how we know that there are ways or things that we can do to work with your gut, to modulate it, to point you in a healthier direction.

We poured through hundreds of clinical research studies and really honed in on a unique class of nutrients empowered by a class of fibers called resistant starch that are actually naturally available but just very, very limited in the Western diet. It helps modulate your gut and actually drives health outcomes like better blood sugar control and insulin sensitivity, curbing cravings and managing weight and a plethora of other health benefits, as well.

That’s what led us down this path of formulating our own proprietary blend that includes resistant starch and other prebiotic fibers and then formulating that into tasty food products.

We’ve since gone on and taken it to the next level and built on the science. So not just taking the existing evidence, but actually have gone out, which is also very rare, and conducted a gold-standard clinical trial on our products.

So, we’re actually not just working on the existing body of science, but we are contributing to that body of science, as well, through our own primary clinical study.

ATN: What are your short- and long-term goals?

MW: Recently, we just went through product expansion, as we want to help people transform their health through food as a functional food company that can create different products that work for different people in different use cases.

So, we expanded from shakes into other formats, including bars, which is the same concept, the same kind of resistance starch fiber blend, but in a bar format, and they’re delicious. We also offer that same proprietary fiber mix as a standalone powder as well, which is unflavored and unsweetened. We want to give people different flexibility and convenience to get these nutrients into their diet in a consistent basis. We obviously have more plans in the works about kinds of additional product expansion.

In addition to providing products, our aspiration is to provide content, as well, that can help close some of the information gap about gut health. We are investing pretty heavily in a content engine to produce and put out a lot of educational, informative, and engaging content to help close some of the education gap around gut health. Even if you never knew about gut health, you’re interested in your metabolism, aren’t you? You’re interested in energy and immunity, right?

We think that is doing a benefit for society overall, raising awareness and hopefully by doing so, it also raises awareness and consideration for Supergut, as one of the solutions to help kind of tap into that science of gut health.

ATN: What motivates you?

MW: My North Star is impacting health results. Our culture feeds on actually delivering the promise and hearing about customers telling us that we have helped them make a change in their health for the better. This entrepreneurship game is not easy. But then I’ll go into our community because we have a really vibrant and thriving, you know, Supergut community, and I’ll read some of the posts saying: ‘I used to have you know, significant digestive issues and now I’m much more regular,’ or ‘I used to have to take diabetes drugs and my doctors actually allowed me to get off them because I’m in control now. That re-energizes me. I’m ready to attack the day when I see that. So yeah, I fundamentally care about people getting healthier.

Even as a businessman, a lot of people will start with financial metrics. Those are incredibly important and I pay a lot of attention to them as well, but I lead with results. And I believe that if we consistently can deliver people results at scale, then our revenue and our earnings and everything else will follow as a result.

ATN: Do you have any advice for other entrepreneurs?

MW: Make sure that whatever you’re doing, don’t take the hammer-looking-for-a-nail approach. Start from the end consumer—what problem are you solving? Then, figure out kind of what it is that you are doing or can create that can solve a problem that needs to be solved in the world, versus the other way around. Next, this entrepreneurship game is not for everybody. I’d say, before jumping in: hold on, take a beat, take a breath, and make sure that it’s something you’re willing to invest in because it’s a true investment, not just of years, but of your mindset. The last thing I’ll say is to make sure it’s something you truly fundamentally care about.

When you’re doing something that you really don’t care about, if you’re just selling a widget and you know, that next wall that comes in front of you, you might not have the energy, enthusiasm to climb that wall as much as if it were something you truly fundamentally cared about, right?

When you believe that the world needs what you’re creating and you really care about getting it out there, that gives you the energy to actually climb the walls and get back up again when you get punched. It gives you a chance at making your entrepreneurial ventures successful.

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