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Here’s your weekly roundup of news, trends, and stories in the health and fitness space. A list of what’s happening, new innovations, interesting finds, and more.

This week we’re covering:

• David Protein gets sued over EPG.
• AG1’s first new product in 15+ years.
• Orbital motion recovery device.
• And more...

Hope you enjoy!

Recent Headlines

David Protein is being sued by other companies that use EPG. If you remember last week, David acquired Epogee, the supplier of the ingredient EPG, which is a fat replacer to lower calories in several food products. Well those other companies that use EPG are now suing, claiming that this will limit their EPG access and potentially lead to company shutdowns.

• This has been a polarizing story the last week. And my opinion is - David buying Epogee was a smart move, period. They locked in control of their core ingredient, gained leverage over their supply chain, and created a stronger moat. But now that move is under fire, and the lawsuit shows what happens when a brand grows faster than the rest of the category can keep up. Is it monopolistic behavior? Maybe. But this type of stuff happens in CPG. If other companies can’t compete without Epogee, that’s not David’s fault. It just means they built a more defensible business.

Superpower acquires Base. Base helps consumers understand their hormones, nutrient and stress levels, and more through at-home testing. So now, Base's community of 90,000 gains full access to Superpower’s ultimate health membership which includes 100+ advanced lab test, expert protocols based on cutting-edge research and always-on concierge care.

• This is another smart move in the longevity space. Superpower is building a full-stack optimization membership. And acquiring Base brings more users, testing access, and infrastructure into the fold. It’s not necessarily a flashy move, but it’s a clear signal that the future of health is getting bundled, personalized, and scaled.

Rally unveils orbital recovery device. Using a unique orbital motion to align with your body’s natural patterns. Giving you infinite massage angles, and includes 3 precision attachments and 3 massaging speeds.

• This one excited me. The orbital device is a smart, well designed upgrade in the recovery space. It’s not totally reinventing the wheel, but it’s a fresh take on a product category that’s felt stuck for a while. Better design, better motion, and more flexibility. Definitely one of the more interesting recovery tools I’ve seen in a minute.

SIRO opens new luxury wellness hotel in Montenegro. Which will feature: 1) Sleep optimized rooms. 2) Fitness & recovery labs with specialized training zones, group classes, and cutting edge treatments. 3) Outdoor activities for hiking, cycling, paddleboarding, and more. And 4) Nutrition focused dining at their Refuel Bar.

• Another week, another wellness travel announcement. Performance and hospitality is merging. Sleep, recovery, training, and nutrition are no longer just side perks when traveling, they are the core product. And as wellness travel keeps leveling up, this is the kind of experience that will define the top end of the market. Personalized, high-design, and built for people who care as much about how they feel as how the place looks.

Several brands launched creative campaigns this week worth highlighting. Ōura leaned into a bold “Give Us the Finger” campaign to promote its ring. Ladder launched a 5 week gamified challenge called the “Aura Hunt”. And Puresport went physical with “Puresport Local,” a watermelon stand activation to tease their new electrolyte flavor.

• Brand and media is just a different game now. Every launch, campaign, and post is a shot to reach new eyeballs and actually connect with people. Marketing isn’t about having the most aesthetic Instagram grid. It’s about meeting people where they are, doing something creative, and giving them a reason to care, share, or show up. The brands that get this are the ones winning right now.

AG1 announces it is launching a sleep supplement called AGZ. Fifteen years after hitting the market with its signature greens. AG1 now opens waitlist for a nighttime drink designed to support restful, restorative sleep and better mornings.

• AG1 has had just 1 product for 15 years. And now they decide to launch something new - in sleep. And that’s the key point. I actually am not focused on AG1 in this story, I am focused on the signal this is giving for the sleep space. Let me repeat, AG1 has had only 1 product for 15 years, and sleep was the only thing that changed that. Sleep is that hot of a category right now.

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