Active Overwatch 019

Here’s what we got this week in the business world of health, fitness, & wellness:

🗞️ The Story - Diplo’s Run Club hosts its first event.

📈 The Strategy - Trü Frü designs custom Olympic jackets.

🛍️ The Product - Smart health tracking toilets are here.

The Story

Diplo’s Run Club hosted their first ever event this past weekend in San Francisco.

I was able to attend this event and wanted to give a breakdown and honest review.

Quick breakdown:

It was a 5k run and started at 9 am.

Before the run J. Espinosa performed on stage for a bit.

After the run they had booths for a bunch of wellness companies like Plunge, Promix, Legends, Cymbiotika, and a few more.

During this portion Vice performed on stage.

Then at 10:45 Diplo performed on stage until about 1 pm.

My honest review:

1. The crowd was MUCH bigger than expected.
   1. Around 13,000 people came out.
   2. For a somewhat niche and new event, I was really surprised by this turnout.
2. At the start, Diplo actually kicks it off and runs with you.
   1. Thought was really cool because most events celebrities do, they want to be shielded off from the crowd.
3. The run itself was a 5K.
   1. When I originally heard this, I thought that was way too short, but it actually ended up being perfect.
   2. The point was not to be a runner’s event.
   3. It was a fun social event that blended running, wellness, and partying.
4. After the run we took a few dips in the cold plunge.
   1. Including a party plunge with Diplo himself
5. Lastly, we popped on stage for the party at the end.
   1. This crowd was insane.
   2. I can’t believe how many people stayed out and partied after.

Overall, for the first event ever, it seemed like a crazy success.

And with amount of people there and buzz it got, I can totally see this celebrity wellness party event type really take over.

The Strategy

I’ve talked about PR boxes before, and these custom denim Olympic jackets are a PR masterclass by Trü Frü.

They are a perfect blend of what you need with PR boxes:

1. Shareable.
2. Unique.
3. Relevant.

For a bit of context, Trü Frü is a snack company that mainly sells chocolate and yogurt covered fruit.

But the PR stunt they pulled here has nothing to do with the product they sell.

And that’s ok.

Because that doesn’t matter when it comes to PR boxes.

So what they did, is they got an artist to create these custom denim jackets for two athletes at the Paris Olympics.

Ilona Maher and Jade Carey, both of which were fan favorites.

The jackets featured a portrait on the back and their name on the front.

Along with a bunch of Trü Frü snacks in the box.

But the snacks were not the point of these PR boxes.

The jackets were the star of the show and the genius of this stunt.

Even though they have nothing to do with what Tru Fru sells.

It was shareable - of course the athletes want to post them because they were portraits of themselves.

It was unique - one of a kind custom pieces, hand painted by an artist.

It was relevant - the Olympics captivated the world and these two athletes were at the forefront.

At the end of the day, you just want eyeballs when it comes to PR.

And that’s exactly what Trü Frü got here.

The Product

The day has finally come where you can have a smart toilet that analyzes your poop.

Well it does more than that, but now I have your attention.

So Throne Science is now accepting pre-orders for their new toilet health tracker.

It is a first of its kind health solution that allows you to track your gut health and hydration from your toilet.

To quickly describe - it uses a downward facing camera that captures video of your “bathroom visits” and then analyzes it using advanced AI models.

My quick thoughts:

I know this is not a fitness wearable, but the first thing that came to mind was the trend of niche wearables that I’ve talked about.

The space has holistic wearables with the Apple Watch, Whoop, and Oura.

And then we’ve seen new wearables come out for hydration tracking with hDrop and Nix Biosensors.

This to me is one of the most fascinating spaces at the moment for two reasons:

1. Consumers are becoming much more health conscious in all areas of life and they want to be informed about it.
2. There are countless health metrics that a wearable or tracker could be made for everyday consumer use.

The space has a high barrier to entry, but a great moat if you figure it out.

And even if you aren’t tackling the physical wearable, adjacent products are going to be needed here.

Such as the Bevel Health app that essentially consolidates your fitness wearable data into one central app.

Many unicorn companies are gonna be born in this space in the coming years.