setting the scene
- in preparation for leg day, you make your go-to protein shake to bring to the gym ๐๐ปโโ๏ธ
- you grab a scoop of protein powder from the gallon container, and suddenly powder goes everywhere ๐ฅ
- you clean up the mess but find protein powder around your kitchen for the next week ๐คฆ๐ผ
- this week’s company helps you avoid this mess and provides a simpler way to consume protein and other powder supplements
in a sentence
Fitto provides individualized capsules, a smart bottle, and an app to simplify, automate, and personalize the powder supplement experience
- capsules: single-serving pods enable easy storage, flavor diversity, and the right dosage at each use
- bottle: tracks consumption, prompts users when to take the pod, analyzes behavior, and automates refills
- app: allows supplement brands, wellness professionals, and consumers to manage usage
bulleted version: similar to how you place a pod into your Nespresso coffee maker, Fitto allows you to pop a powder supplement into your drink โ๏ธ
the basics
- industry: fitness, consumer goods
- headquarters: Tel Aviv, Israel ๐ฅ
- year founded: 2016
- company size: <15 employees ๐ผ
- investors: Squareone, Welltech Ventures, leAD, Cigale Holdings, Dima Shafranovich, Fabrice Boutain, Guy Yitzhaki
- amount raised: $2.5m
- business model: recurring b2b (Fitto white labels their product to supplement companies), d2c
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due diligence
what we like
- ๐ค multiple end users: Fitto sells to brands to co-pack their powders, fitness instructors to monitor clients, and consumers to automate and track their supplement usage
- ๐ strong market: Fitto is disrupting the growing $12b workout supplement market and is well-positioned to reach the wider $150b+ global dietary supplements industry
- ๐ฑend-to-end: there’s a solution for every step of the supplement delivery method, from packaging to consuming to monitoring
potential risks
- ๐ limited use: supplements take a variety of forms, including gummies, pills, gels, and bars; Fitto’s total addressable market is limited to powder users
- plus, the capsules require customers to use the smart bottles
- โ๏ธ lots of moving parts: while the company is disrupting the supplement supply chain, the pod-bottle-app system may confuse some users
- ๐ customers: it may be difficult to convince supplement brands and fitness instructors that Fitto’s products will help increase sales and improve customer engagement

weekly cartoon
founder profiles
- Ari Friedrich (CEO; prev. @ Intel, Anobit)
- Yaniv Lavi (COO; prev. @ STS)
comps
why Fitto: consumers struggle to choose, remember, carry, take, store, and reorder supplements; with a few big brands like Allin already on board, Fitto is positioned to shake up the supplement powder industry ๐ช
what do you think about this startup?we want to hear from you! |