Active Overwatch 044

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

Recent Headlines

Whoop adds VO2 Max tracking to their fitness wearable. Using a proprietary algorithm consisting of physiological metrics, activity data, and demographic info to calculate. Updating weekly in the app and shows the range you are in.

• Historically, VO2 Max has always been a more “serious” metric used by athletes, cardiologists, and researchers. So from that perspective, Whoop is solidifying their position as a serious athlete’s wearable - less vibe, more science. However, in recent years, VO2 Max has become positioned more broadly, not just as an “athlete“ metric, but as a longevity signal. Though, it’s still a very abstract metric to your average consumer. And that’s the big question to me - Will this complex metric become mainstream and translate into real behavior change or will it be another vanity stat in a crowded dashboard?

RevenueCat published their “State of Subscription Apps” report for 2025. And there were a handful of insights related to health & fitness apps (HF = Health & Fitness):

• HF apps monetize at 2x the rate of most other categories. Very competitive, but winners really win.
• HF apps have highest revenue per download. And while refunds are also high, the overall economics still beat almost every other app type.
• On average, HF charge higher monthly subscription prices than any other app category. However, annual plans are significantly discounted.
• Only 5% of HF apps hit $10,000 in total revenue within their first 2 years. The app space is extremely competitive.
• Conversion rates for HF apps are approximately 2x on iOS vs. Android.

Chillshark launches Kickstarter for at-home cold plunge solution. A chiller that converts any tub into a cold plunge. Featuring a flexible mat that you place over the tub to rapidly cool the water to 37 degrees in less than 2 hours.

• This is a really compelling product in my opinion. Cold plunging is a wellness vertical that has grown extremely fast in recent years, but there’s a big barrier to entry for consumers. Most current products on the market are not realistic for a lot of people because of the space they take up. But this Chillshark product makes cold plunging more accessible and convenient for a large part of the market. The only negative is it takes up to 2 hours to chill the tub, but it’s new tech, so this constraint will certainly improve over time.

Poppi gets acquired by PepsiCo for $1.95 billion. Founded in 2018 and started as a home brewed beverage at farmer’s markets. Poppi has come a long way in becoming a household better-for-you soda brand.

• While this is massive validation for the gut friendly, healthy soda space - I also think this is a signal for the peak. Saturation has come fast in this space, with new brands launching left and right. But while the space is hot, I don’t think the real consumer shift is “we want healthy soda”, I think it’s more “we don’t want unhealthy soda”. There is a wellness wave and consumers are looking for healthier products. Gen Z and younger Millennials drink less soda than older generations, and are reaching for water, coffee, tea, or energy drinks instead. Healthy soda is here to stay, but I think the bigger story is the overall shift in consumer preferences.

Trueform unveils their new treadmill lineup. Including the biggest change being the addition of an integrated screen on the runner. And also coming in a new, sleek white frame design.

• I wanted to highlight this because of the equipment design. That white frame runner is a thing of beauty. I’ve talked about the trend of high design and aesthetics in gym spaces, but it hasn’t quite hit the equipment space at scale. There’s only a handful of companies focused on high design equipment, such as Watson Gym Equipment and Paragon Studio (both UK companies as well). This space is going to grow. If gyms are elevating their spaces, they need equipment to match the vibe.

ICYMI On Social

• Put some respect on Gymshark’s name.
• The future of cold plunging.
• Why U.S. food is changing fast.
• “This week in fitness” video featuring Diplo’s Run Club, creatine gummy controversy, and FluidLogic.