The $1.8 trillion global wellness market, coupled with advancements in biometric tracking and health technology, has investors banking on the future of wellness.

Renowned cyclist and endurance athlete Lance Armstrong’s Next Ventures is the latest VC fund to get in on the wellness craze, targeting $100 million — its first fund in almost five years — to invest in whole-person health, preventive care and diagnostics.

Next Ventures managing partner Julian Eison, was forthright:

“We said, hey, this whole consumerization of health is omnipresent,” Eison told PitchBook, which reported on Next Ventures’ plans to write pre-seed, seed and Series A checks with an average check size of $2 million. 

It’s a viewpoint shared by other leading investors and experts.

As Jon Canarick of North Castle Partners, Mark Grabowski of Snapdragon Capital Partners and Lance Dietz of KB Partners shared during Athletech News’ DISRUPT 2023 video series, there is an overall sense of optimism surrounding the health, fitness and wellness markets. 

“I think almost universally there’s growth in consumer expenditure in health and wellness across multiple categories,” Grabowski said, noting that the industry as a whole is on an “upward trajectory.” 

Wearables Track More Than Just Fitness

He also indicated that health and fitness trackers have even more runway, especially with consumers embracing preventive wellness practices. Advancing technology also means that wearables no longer cater to elite athletes or weekend warriors. Instead, consumers of all ages and in any health condition can track their health metrics, widening the available consumer market.

“When you think of everything from blood testing to stool samples, there you’re actually addressing some different issues,” Grabowski pointed out. “It’s not about, ‘Am I optimizing my workout performance?’ It’s about allergies, chronic issues, immune responses and other things that people are dealing with.” 

Investors are taking note, with Ultrahuman’s multi-device ecosystem the latest funding recipient. The company just secured $35 million in a Series B to advance its health monitoring endeavors, which include a smart ring, a continuous glucose monitor (CGM), a ‘Blood Vision’ system and an upcoming home health device that assesses environmental impacts on well-being. 

Next Ventures’ portfolio touts some notable health and wellness names, including smart ring brand Oura, AI wearable company Humane and Genopets, a move-to-earn game. The VC fund also invested in Utah-based Amp Human in 2019, maker of PR Lotion, which merged with Momentous, a ‘human performance” supplement brand.

As for Oura, the smart ring maker is expected to enter a “health-focused” chapter, having recently welcomed an executive from the Apple Health team and signing a deal to make its wearable device FSA/HSA eligible. 

Wellness CPGs Gain Steam, Too

Tech may always be a hot area for its jaw-dropping capabilities that seem to advance each week, but good old consumer packaged goods have been receiving the attention of investors, too — especially those in the wellness categories. 

Even major retailers like Target are banking on the wellness wave, introducing over 1,000 health-supporting products across all verticals. For good reason, too: consumers have not only become more health-conscious, but GLP-1 users have redirected their spending away from unhealthy items and toward wellness purchases.

Bloom Nutrition, a supplement brand in the greens and superfoods category recently scored a major investment from C4 maker Nutrabolt. 

Health and wellness guru/A-lister Gwyneth Paltrow, no stranger to all things green juice and longevity-supporting, is also eyeing the power of products with wide appeal. The goop founder has turned feeling good into a profitable brand, catering to the masses with a new line of budget-friendly wellness and beauty products, a departure from goop’s higher-priced items. 

Paltrow’s Los Angeles-based VC firm, Kinship Ventures, has reportedly sought to raise $75 million for its debut fund, eyeing early-stage consumer goods and tech companies.

Over on the East Coast, Humble Growth, a N.Y.-based growth equity firm launched by an all-star team that includes RxBar founder Peter Rahal, secured over $312 million for its debut. Earlier this year, Humble Growth acquired a significant minority stake in Momentous in a deal worth $32 million.

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Ezra, a New York-based full-body, AI-powered medical imaging company specializing in early cancer screenings, has raised $21 million in new capital, bringing the healthcare startup to a total funding of $41 million.

The new funding will go towards expanding Ezra to 20 cities and 50 locations across North America this year and advancing the use of its AI technology by imaging centers and clinicians. Looking ahead, Ezra plans to debut the first 15-minute full-body MRI for $500 within two to three years.

Consumers Embrace Wellness & Longevity

While various wellness therapies and longevity centers continue to bank on the booming wellness market, Ezra’s use of AI for prevention and detection may further inspire consumers to invest in their health.

As it stands now, luxury lifestyle operator Life Time has discovered that consumers are laser-focused on wellness these days, with an almost 30% increase in prioritization of their health and well-being this year compared to 2023. Plus, sales may have weakened for activewear, but consumers appear content to spend money on wellness-supporting supplements and anti-aging measures, further bolstering Ezra’s capabilities in the eyes of the wellness-minded.

Democratizing Early Disease Detection

Founded in 2018 by Emi Gal, Ezra reports it doubled its revenue in 2023 and received FDA clearance for Ezra Flash AI, enabling the world’s first 30-minute full-body MRI scan. Providing consumers with an accessible option for early cancer detection and other diseases,

Ezra currently offers three scan options: a 60-minute Full Body Plus scan for $2500, a 60-minute scan for $1950 (excluding a lung scan) and a 30-minute Full Body Flash scan for $1350 (excluding a spine and lung scan). Clients can pay monthly or use their FSA/HSA dollars, and all scans come with a follow-up consultation. Group and multiyear scan plans also offer discounts. 

The startup currently operates in 18 locations across New York, New Jersey, Los Angeles, Irvine, San Francisco, Miami and Las Vegas.

“Five years ago, Ezra pioneered the full body MRI space by being the first company in the US to offer fast, accurate, affordable, AI-powered full-body MRI scans,” Gal said. “We have since scanned thousands of people and have helped countless individuals identify cancer and over 500 other types of diseases early.”

Gal added that Ezra aims to detect cancer early and improve their chances of being cured, noting that this year, ten million people will receive late-stage cancer diagnoses with survival changes below 20%.

The funding round was co-led by Healthier Capital, a VC specializing in innovative technology supporting healthcare led by Amir Dan Rubin, former CEO of Amazon’s One Medical. Rubin will join Ezra’s board of directors. In addition to Healthier Capital, FirstMark Capital co-led the round with participation from Allianz Life Ventures and others.

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While an apple a day is rumored to deter your primary care physician from checking in on you, BellSant is not so easily stopped. 

Founded in 2022 and launched this past November, the digital wellness system slows down users’ aging and helps them live healthier lives by providing science-based feedback on their exercise, nutrition and daily habits. BellSant users undergo blood, physical and mental tests every three to six months. Results and feedback then become available via the BellSant app. 

Physicals Aren’t Enough

By giving users a more detailed and science-backed approach to wellness, BellSant’s offerings go above and beyond those of a yearly physical exam. The app is available on both iOS and Android devices and membership costs as little as $1.18 a day.  

“With thousands of peer-reviewed papers published every year studying the effects of lifestyle, diet, habits, and drugs on longevity, we felt like it was unfair to expect our primary care physician to be able to stay on top of all of this information,” Rick Bowman, BellSant co-founder and Head of Product, told Athletech News. “We didn’t want to review every crazy new fad we found online with our doctor, so we set out to build a team that could validate and curate the best information and create a one-stop shop for trusted health information.”

BellSant carries a team of analysts advised by 20 academic researchers at 15 leading universities, including four from top aging institutes, as well as a team of physicians to continually optimize their assessments and advice. Together, they evaluate up to 92 different markers of health across blood work, wearable data, and mental and physical strength assessments.

“Any annual physical isn’t enough because it’s too infrequent to understand if lifestyle interventions are making an impact,” Bowman said. “There’s typically only time to just confirm that you don’t have any illnesses, not to look for opportunities in your health. If you make a diet change or embrace a new meditation routine, do you want to wait another year to see how that impacts your health? Or just rely on how you feel when you wake up? We take a data-driven lens to assess holistic health.”

Health Numbers That Mean Something

While BellSant does not rely on gamification to keep users engaged over time, the accuracy of its feedback and how it highlights specific areas to address in a user’s fitness journey accomplishes the same goal.

“The tools most people are using today are very piecemeal, a wearable device trying to tell you it can score your health based on an optical sensor on your wrist, a CGM telling you glucose spikes should be your obsession, or a supplement telling you that they’ve solved the root cause of aging,” Bowman said. “We create a deeper way to track health regularly. We avoided day-to-day recovery scores to focus on your long-term health and wellbeing. By measuring your actual body and your functional capabilities, we give you a true sense over time of how your body and mind are evolving and how you can prioritize where you intervene.”

Biological Age is a key motivational factor within the BellSant product. This figure represents the age of your body’s systems, which moves faster or slower than your actual age based on your health-related decisions.

BellSant relies on researchers from Stanford University who fielded data from nearly 10,000 Americans and tracked their mortality rate over a 22-year period to make these calculations. A user’s 11 health systems are then compared to that data including energy, heart and lungs, liver and kidneys, hormones, immunity, mobility, nutrients, relationships, resilience, sleep and outlook. BellSant reports that 100% of users slow their pace of aging in at least one health system. 

“For the pace of aging, what we’ve done is deeply researched each of the health markers in the experience, and for most, we’ve uncovered values that are indicative of higher healthspans,” Bowman explained. “It is highly accurate, and tracking it over time gives members a clear picture of deeper and holistic progress.”

Ease of Use Drives Engagement

BellSant’s ease of use also encourages users to engage with the product. This applies in a physical sense, as blood tests can be taken at over 2,000 labs across the United States. It also applies in a technological sense when you get into the BellSant app’s capabilities. 

“Other services out there seemed cumbersome or hard to use and engage in regularly,” Bowman said. “With our mobile-first design, your health is always available in your pocket.”

The BellSant app connects to Apple Health, Google Fit, Whoop, Oura and a multitude of other fitness-tracking devices to gather more information on the user. This only adds to the product’s accuracy in relaying results and convenience. 

“We’ve also integrated lab testing directly with our partner Quest Diagnostics so orders and scheduling are all built-in, plus results show up as soon as we get them back,” Bowman noted. “If you have a high-risk value, you’ll get a call from our physicians in a matter of minutes.”

Learn more about how BellSant helps fitness partners attract, engage and retain members.

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The healing power of music has taken on a new meaning with the assistance of artificial intelligence. 

MediMusic, a British startup centered on AI-based music neuroscience solutions for healthcare patients, is currently raising funds to support the interest it’s received from care providers and institutions. The AI-based music solution has worked with Tuned Global, a B2B music streaming service that partnered with MediMusic in 2022, supporting the startup with its streaming technology expertise.

At the close of 2023, MediMusic made a major move in partnering with Warner Music Group to explore music as a therapeutic tool in care homes and hospitals in the U.K. and U.S., with Sony Music Entertainment and Universal Music Group also signing on with the startup and its “music as medicine” concept.

Founded in 2019, MediMusic bills itself as an effective, low-cost, non-invasive complimentary service to traditional healthcare treatment that has been shown by NHS trials to reduce the heart rate of dementia patients. But that’s just the beginning — with MediMusic looking to support patients in pre/post-operation settings, during dentistry procedures, and aid those with chronic pain, Alzheimer’s, Parkinson’s and Autism.

MediMusic uses fingerprinting algorithms to mimic the brain’s response to individual music tracks. A personalized playlist is then generated, which causes a positive physiological and emotional response. An optional heart rate monitor can take the experience even further, as an AI-driven “Digital Drip” will analyze the patient’s physiological response to the music tracks. The system knows the ideal response and will swap out tracks to return the patient’s heart rate to its optimal pace. Digital Drip then uses the data for future use via machine learning to perfect its playlist creation.

People Embrace the Healing Power of Music

Even more encouraging for MediMusic’s future is its finding that music is more than just entertainment for many. According to a survey by the startup, 42% of Brits are self-medicating with music for anxiety reduction, 70% listen to music to boost their mood, 60% would use a music service if prescribed by the NHS to improve mental health and reduce anxiety, and nearly one in 6 use music to take their mind off physical pain.

Especially promising for MediMusic’s ambitions is that 60% say they’d consider paying for a service using music if scientific or academic studies show that it improves mental health and reduces anxiety, and 39% would use the music service to replace medication.

What’s Next for MediMusic?

Gary Jones, CEO and co-founder of MediMusic, took to LinkedIn to highlight some of the startup’s wins in 2023, laying the groundwork for this year and beyond:

“Overall, 2023 has been good for MediMusic and seen us achieve our core strategic objectives,” he wrote. “These have included the appointment of our excellent chairman, Martin Hunt, and CFO, David Zarmalwal to the team; the conclusion of a two year journey to secure licensing with the major labels; a massive leap forward in the creation of our meta data catalog and healthcare fingerprints; adoption onto the prestigious CMS EquIP incubation program and passing the very involved ethics process for a number of important trials in 2024.”

He added that MediMusic also secured follow-on investment and support from Anticus Partners and Finance Yorkshire, writing, “I’ve no doubt the conclusion of our exciting revenue partnerships in Q2 will open more doors.”

The startup is offering private hospitals, well-being clinics, mental health and health care professionals to enroll in a beta release program.

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Oura has hired Apple executive Jason Oberfest, who served as an integral member of the Apple Health team since joining the company in 2018 from Mango Health.

Tom Hale, Oura’s CEO, told Bloomberg that Oberfest’s hiring will allow the company to “dive deeper into the healthcare world,” adding that his arrival “marks the start of a new chapter” for Oura. Oberfest will servce as Oura’s vice president of healthcare.

Currently, Oura has health sensors that can gather data like oxygen saturation, heart rate variability, menstrual cycles and sleep cycles. It recently announced new stress management features, providing stress monitoring and an AI-powered journal feature. Oberfest’s hiring is a win for the wearables company, which has stiff competition from products like the Apple Watch and Whoop.

Apple Watch has long had healthcare applications, with recent iterations of the Watch including an FDA-cleared electrocardiogram to help users monitor irregular heart rhythms and potential signs of atrial fibrillation. It can also detect critical health conditions and summons emergency services during accidents like falls.

Now, Oura is expected to similarly expand its capabilities and gain more credibility in the healthcare space.  

It has been a big year for Oura outside of the healthcare sector as well: the company recently hired former Headspace executive Sean Brecker as its new CFO, which came after the brand partnered with Headspace and Thrive Global this year to enhance users’ mental health and sleep management capabilities. The smart ring company also announced a large-scale retail partnership with Best Buy and the acquisition of Proxy, a digital identity startup. Oura also recently forged an agreement with a health e-commerce website to make its ring FSA and HSA eligible.

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The impact of artificial intelligence seems to be everywhere, silently working in the background as businesses across all industries race to use the technology to provide the best products and services possible. Now, AI has been decked out in a white lab coat, ready to serve as your friendly physician. 

Forward, the brainchild of Adrian Aoun, has raised $100 million for its “doc in a box” CarePods – an AI-powered, self-service healthcare experience in high-tech pods. The tech entrepreneur had sold his natural language processing app, Wavii, to Google in 2013 before entering the healthcare market in 2016 with Forward.

Initially, the startup opened 19 Forward locations with primary care clinicians, but it now says its groundbreaking CarePods address the everyday challenges of healthcare, such as cost and accessibility. The company calls CarePods “the world’s first AI doctor’s office.”

The new capital will be used to manufacture and deploy the CarePods, which will be easily accessed in high-traffic zones such as malls, gyms and offices and are initially rolling out in the San Francisco Bay Area, New York, Chicago and Philadelphia.

In 2024, Forward plans to more than double its footprint. 

The Future of Healthcare?

“Basically, what I’m doing is slowly migrating every single thing from a doctor and nurse to hardware and software,” Aoun told TechCrunch. “We don’t even believe a doctor’s office should exist. We think that it’s a thing of the past.”

The CarePods provide consumers with a private experience in an eight-foot-by-eight-foot cube that blends advanced diagnostics and health plans with the goal of prevention. While it may sound cold and clinical, the pods have comfortable seats and even mood lighting.

After settling in, patients cycle through various health apps on a giant screen. A history and baseline are taken — including a body scan — with the patient sharing their wellness goals. The CarePod can conduct thyroid testing, blood pressure monitoring, diabetes and HIV screening and provides swab-based tests for COVID-19 and strep throat. Sensors are used for biometrics and blood can be drawn with a single-use, needless collection device, according to TechCrunch. 

Some of Forward’s health apps currently focus on the heart, skin care, mental health and weight management, but the company plans to add prenatal care, advanced cancer screening and polygenic risk analysis apps in time. 

An app allows users to access their health data with memberships starting at $99 a month, which puts them in the driver’s seat of their health journey.

Despite Aoun’s comments about doctor’s offices, Forward emphasizes that the CarePods aren’t meant to replace human physicians or even treat patients. Instead, the CarePods serve as a diagnostic tool and help consumers map out a prevention pathway. There is still human oversight — clinicians review a patient’s data, sign off on prescriptions and help create a care plan.

Big-Name Support

The tech startup has attracted numerous venture funds and is backed by Eric Schmidt, former CEO and chairman of Google, John Giannandrea, senior vice president of artificial intelligence at Apple, Demis Hassabis, cofounder of DeepMind and Mustafa Suleyman, cofounder of DeepMind and Inflection AI.

Forward is staying mum on who led the recent $100 million funding round but noted Khosla Ventures, Founders Fund, Softbank, Samsung Next and previous individual backers as investors, according to Fortune.

Consumers have become familiar with self-service, whether ringing up their groceries and checking out at their local market or self-directing a training session at their gym on their own schedule. Some fitness franchises have begun to adopt a 24/7/375 model that allows members access to their unstaffed facilities, leaning into the convenience economy model that reduces labor costs.

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Crunch Fitness is currently focused on an aggressive expansion plan, but the franchise is also taking steps to combat the current health crisis by taking a comprehensive look at the contributing factors, including mental and emotional health.

“Prioritizing our members’ mental health and well-being is a continued focal point for us, so we try to infuse a community-centered, holistic wellness approach into all of our gym offerings,” said Mike Neff, executive vice president of member services for Crunch Fitness. 

Neff adds that the isolation many faced during the pandemic contributed to an epidemic of loneliness with lingering effects. In response, Crunch Fitness has been mindful of its communication across various mediums, including its Gym Shorts newsletter and member app. The fitness company also created and provided classes through its social media platforms and offered complimentary access to its on-demand workout platform during the pandemic. 

Post-pandemic, Crunch Fitness is seeing an increased interest in its corporate wellness arm, especially as many companies have continued pushing a return-to-work model.

“We continue to get our message out that Crunch can play a very big part as an added benefit to employees who are returning to work to provide that balance between living a healthy lifestyle as well as their commitment to their careers,” Neff explains. 

He points to studies showing increased productivity by introducing a workout routine. 

“Crunch provides classes that not only fit during one’s busy work day, but we also provide full-service locker rooms with amenities so that we can provide a means for individuals to get away from their desks for an hour and return completely rejuvenated to complete their day,” he said. 

The fitness company continues to meet members where they are, whether it’s in one of its 400+ clubs or on its new digital platform, Crunch+, which offers on-demand and live-streamed workouts. 

In early 2022, Crunch met with its healthcare partners, deciding to have all nationwide Crunch locations participate in programs geared towards a healthier lifestyle for participants. 

“We have always partnered with many of the healthcare plans with whichever clubs choose to participate,” Neff said. “We felt it was very important to do our part in helping our communities live a better lifestyle through exercise.”

The wellness programs provide fully subsidized memberships to Medicare/Medicaid participants in every club that Crunch operates in the U.S.

“We have also partnered with groups that develop programs for corporations that allow their employees to use Crunch gyms as an added benefit to their employment,” Neff said. “Some are subsidized whereas others provide partial subsidy.”  

As Crunch remained a steady force for members during a challenging time, the fitness company is showing up in a new way, with special amenities for its members. Relax & Recover, which promotes well-being through popular spa-like offerings, gives Crunch Fitness members time to restore and create a self-care habit that supports overall well-being.

“Between the red-light therapy saunas, spray tanning, UV tanning, massage chairs, HydroMassage, and stretch tables, plus performance tools, such as Hyperice’s Normatec Recovery System and Hypervolt, we understand the value of recovery that can aid in mental and emotional health issues and we aim to continue providing a wide assortment of wellness offerings to our members,” Neff said. 

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CVS Health has announced layoffs to 5,000 positions as part of a cost-reduction plan as it pushes further into the healthcare industry. News of the cuts and earnings have led shares of CVS Health to rise 4% as of Wednesday afternoon.

The Wall Street Journal first reported the layoffs a day ahead of CVS’ Q2 earnings. The publication, which obtained an internal staff memo sent to employees by CVS Health CEO Karen S. Lynch, revealed that the staff reductions would help the company to “be at the forefront of a once-in-a-generation transformation in healthcare.”

The company says the cuts likely won’t affect customer-facing roles in stores and clinics, but corporate positions. CVS also announced it would reduce expenses by axing business initiatives that aren’t serving its end goal and will minimize its use of vendors and consultants.

CVS Health reported total revenue of $88.9 billion in Q2, a 10.3% increase compared to the same period last year.

The Rhode Island-based company, which completed its acquisition of Oak Street Health in May for $10.6 billion, outlined its vision in the recent earnings call, set on becoming the leading health solutions company for consumers and providing broader access to high-quality care. Oak Street Health, a medical clinic network, ended the quarter with 177 centers, with an expected 50-60 Oak Street clinics to be built next year.

Earlier this year, CVS Health completed a deal to acquire Signify Health, a home health provider, for $8 billion. Signify Health completed 673,000 in-home evaluations in the quarter.

Retail Companies Set Their Sights on Healthcare

Retail-focused pharmacies have begun reimagining consumer-focused healthcare, likely due in part to the relationship consumers developed with local pharmacies during the pandemic, seeking vaccinations and COVID testing while also picking up a prescription in a one-stop shop model.

Younger consumers in particular are not only open to a shift towards retail pharmacies for primary care but have come to expect it in the near future. According to a 2022 survey, Pharmacy Next: Health Consumer Medication Trends, 70% of millennials anticipate transitioning to new care settings, and 61% of consumers can see primary care services available at pharmacies, retail clinics or pharmacy clinics rather than visiting their doctor.

GNC recently introduced a free supplemental health care service available exclusively to GNC Pro Access members. The $39.99-a-year service offers free telehealth appointments and over 100 free prescriptions without co-payments. GNC said the program’s rollout was based on consumer feedback.

Albertsons, another food and drug retailer, introduced a digital platform to reward consumers and encourage them to make healthy choices.

Walgreens has also made sizable shifts in its company to prepare to compete with the likes of Amazon, CVS and others. The company recently announced that its CFO, James Kehoe, would exit as Walgreens searches for a replacement with not only “financial acumen,” but healthcare experience.

The company made a $5.2 billion investment in VillageMD, which will see clinics attached to its drugstores, coordinating primary care with its pharmacy services. Walgreens expects over 600 VillageMD practices by 2025.

Amazon, meanwhile, acquired One Medical this year in a $3.9 billion deal to provide 24/7 digital health and virtual care services for $199 a year.

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Health and wellness company GNC is rewarding those most loyal to its brand with GNC Health, a free supplemental healthcare service.

The updated loyalty platform is available exclusively to GNC PRO Access members and offers free telehealth appointments and over 100 free prescriptions without requiring a co-payment. 

The GNC PRO Access membership, $39.99 a year, provides access to licensed medical professionals while reducing wait times for urgent care and personal health appointments. Members also receive 10% cash back rewards on every purchase, one free GNC bar or drink with a purchase every month and free expedited shipping. 

“As a trusted brand in the health and wellness space, we are thrilled to expand our efforts in helping our customers Live Well by offering free healthcare services to give them the care they need,” said Allison Bentley, senior director of strategic initiatives at GNC. “We recognize the benefits of free supplemental healthcare services through GNC Health will add significant value to our loyalty members who are seeking more convenient access to healthcare offerings that help them Live Well.”

GNC says it enhanced its loyalty program based on consumer feedback with an incentivized experience so consumers have a “one-stop-shop” for their healthcare and wellness needs.

“We’re always looking for ways to create an easy and more rewarding shopping experience for our customers,” said Jenna O’Connor, senior director of loyalty marketing at GNC. “We took a consumer-first approach, evaluated the benefits our customers use most and leveled up our program from there to now include streamlined benefits and more value.”

GNC’s push into healthcare is one of many in recent months.

Albertsons, one of the largest food and drug retailers in the U.S., also debuted a digital platform earlier this year designed to reward consumers and encourage them to make healthy choices. 

Amazon also acquired One Medical this year for $3.9 billion to provide 24/7 digital health and virtual care services for $199 a year. 

In May, CVS Health gained a foothold in the healthcare services sector, completing its $10.6 billion acquisition of Oak Street Health shortly following its purchase of Signify Health in a $8 billion deal to make a mark in home-based healthcare. Oak Street Health, a Chicago-based medical group, expects to have over 300 centers by 2026.

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Luna, an in-home physical therapy platform, has named RaeAnn Grossman its chief growth officer. Grossman will help expand Luna’s relationships with health plans and providers and forge strategic in-home physical therapy growth opportunities. 

The physical therapy provider, which operates in 50 markets in 27 states, has had much success, reporting that it saw a 6,183% growth in visits between its launch in 2018 and 2022. Luna says it performs in-person visits every 25 seconds at the home. 

Palak Shah, co-founder and head of clinical operations at Luna, says Grossman has a proven track record of collaborating with health plans, provider groups and the healthcare community. 

“This latest appointment represents another step closer to Luna’s vision of becoming the leading in-home rehabilitation provider,” Shah said.

With three decades of experience, Grossman has held strategic growth and partnerships roles for healthcare and health insurance companies including Signify, Optum, BCBS of Arizona, Cotiviti and Health Net/Centene. 

“Luna solves the most challenging problems faced by health plans and providers today; namely, a lack of member engagement and adherence, and a fragmented care experience,” Grossman said. “By transforming the vision of holistic in-home care, we’re lowering costs, increasing access, streamlining the care journey and improving health outcomes.”

Luna embraces technology with its app, where patients can book in-home physical therapy sessions with its licensed physical therapists who offer one-on-one care in the comfort of a patient’s home.

The personal treatment concept has attracted health systems such as Providence, Emory Healthcare, Intermountain Healthcare, UCLA Health and MedStar Health to partner with Luna, offering outpatient physical therapy in a patient’s home.

Home-based treatment services may be the best bet for long-term recovery and adherence.

Luna points to its recent national report, which found that health systems lose $3.1 billion in revenue from physical therapy referral “leakage,” equating to an average loss of $2,500 per patient. While health systems refer patients to PT clinics after surgeries, allowing them to keep track of their recovery, Luna says 60% of referred patients seek care elsewhere because they’re unwilling to travel more than a few miles for physical therapy. 

The in-home physical therapy company received an award from Medicare late last year.

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VR fitness has found fans in fitness enthusiasts as well as those who are perhaps exercise-reluctant, and now a new benefit to virtual fitness has emerged regarding post-op recovery.

A new study demonstrates that immersive virtual reality fitness games can aid recovery after colorectal surgery, according to a randomized, single-blind, controlled pilot trial.

While most experts agree that early mobilization post-surgery is imperative for reducing complications and restoring a patient’s ability, the study shows that VR fitness games can be a low-cost modality to promote recovery.

According to the study’s findings, VR fitness games can also positively impact the mood and well-being of post-op patients after conducting an experiment with 62 patients undergoing curative surgery for colorectal cancer. Some patients were placed in a VR fitness group and others were placed in a control group. 

The patients placed in the VR fitness group received daily VR fitness games in addition to routine post-op care and demonstrated an overall mood improvement. The median hospital stay for patients in the VR fitness group was also shorter than patients in the control group, with seven days compared to nine. However, the study says the two-day difference didn’t reach statistical significance. 

Still, researchers are encouraged by the findings of VR intervention in a post-op setting and believe it would be worth further researching VR as an adjunct to physiotherapy when promoting post-surgery mobilization.

VR’s Surging Popularity

VR fitness has emerged as a fun way to get (and stay) active, as seen by the rise of platforms such as WIN Reality, a virtual reality baseball and softball training platform where athletes and fitness enthusiasts can listen to hit music while immersed in a virtual ballpark. 

Quell, which raised $10 million this year in a Series A, has also created an exciting and gamified approach to fitness with its adventurous games. 

As VR provides an engaging way to get people healthy both physically and mentally, three companies could be at the forefront of merging VR with healthcare. 

Apple

Apple recently introduced its mixed-reality headset, the Vision Pro, which will likely continue to advance its health and wellness endeavors. 

The Vision Pro allows users to view digital content overlaid on their environment while providing the ability to interact with content using eye movement, hand gestures and voice commands. As Apple continues to invest in its fitness and wellness offerings on Fitness+ and Apple Watch, the tech giant is widely expected to do the same with its new headset. 

Apple has also made it a point to underscore its commitment to health data privacy, enhancing the likelihood it will push into the health and wellness sector. 

Meta & Supernatural 

VR fitness app Supernatural, which Meta acquired after a drama-filled battle with the FTC, has a bevy of fans, including those who found a love of activity with its immersive games and those who are either preparing for (or recovering from) surgery.

In an official Supernatural community on Facebook, members of the VR app have shared personal experiences, offering advice and encouragement.

One Supernatural member had rotator cuff surgery and was urged by her PT to continue using the VR platform and keep moving as she recovers. Other members who have had lower-body surgeries, such as knee or hip replacements, have successfully used the VR fitness program while sitting in a chair, finding a way to stay active as they recover from their surgeries.

In one moving post that revealed the power of VR on mood, a Supernatural member shared he was diagnosed with pancreatic cancer and started the VR program, initially attracted by the immersive landscapes that would replace going outdoors. While he revealed his prognosis is terminal, he wrote that the joy of movement and exercising has been a positive light in an otherwise dark situation. 

Editor’s note: Meta has its own exciting plans for VR fitness beyond Supernatural. Download Athletech’s Technology & Innovation Outlook report to learn more.

Asensei XR

Asensei, a movement recognition and coaching intelligence provider, recently launched an extension that offers extended reality capabilities, which has the potential to revolutionize the VR and AR landscape for fitness and health developers. 

The extension enables users to use their body as a controller, allowing them to engage in “exergames” that respond to real-time movements while tracking the actions in the virtual environment. Visual feedback is also provided to ensure form and technique. 

Such advancements can be used in the health space, allowing patients to recover while adding guided movement. 

VR in Healthcare & Beyond

In addition to emerging VR headsets and platforms, VR is being used as a tool for surgeons at George Washington University, allowing them to explore the brain of a patient before performing surgery. One study found that VR training improves surgical performance by 230%. 

Cedars-Sinai Hospital has also discovered that VR can reduce pain by 24% and can help women in labor and those suffering from chronic pain. Younger patients, such as sick children, can also benefit from VR games, lessening pain and anxiety. 

As tech, health and fitness continue to mingle, VR fitness and gaming initiatives are primed to become commonplace in healthcare and beyond. 

The post Is VR Fitness the Next Big Thing in Healthcare? appeared first on Athletech News.

Neko Health has officially launched, and its leaders say it’s finally ready to enter the market after four years of intense research and product development. 

Co-founded in 2018 by Hjalmar Nilsonne of Watty, an energy data company, and Daniel Ek, founder of Spotify, Neko Health is looking to course-correct modern healthcare while harnessing the power of technology. 

The duo may be the perfect match for such ambition: Nilsonne describes himself as an “engineer looking for trouble (to solve)” in his Twitter bio. Ek, who has transformed music streaming with Spotify, had previously revealed that he used his spare time to develop solutions for the current healthcare system.

With the launch of Neko Health, the Swedish health-tech company has the vision to craft a healthcare system that focuses on prevention and early detection, which it says requires a complete re-imagination of the patient experience and incorporates sensors and AI.

“Current healthcare systems and primary care processes were designed over half a century ago —and have barely changed since. In addition, the cost of healthcare has increased exponentially in the past few decades, and we need to find a way to reverse this trend,” said Ek. “I have long believed that the future of efficient and affordable healthcare lies in proactive, preventative care. We service and inspect our cars like clockwork every year, but wait until our bodies crash before we act? That doesn’t make sense.”

According to Neko Health’s LinkedIn page, the company currently has 11-50 employees.

To assist in its endeavors, the health-focused tech company has created medical scanning hardware that allows broad and non-invasive health data collection that it says is convenient and affordable. The scan is $140 for a limited time, with reports of the full price being roughly $190.

As Neko Health launched, it invited people to experience its Neko Body Scan and receive an extensive examination in its health center on Regeringsgatan 61 in central Stockholm. Unfortunately, at least for now, Neko Health has announced it has already sold out of its proprietary scans but is inviting interested participants to join a waiting list. 

The health-tech company says it currently scans for early signs of a growing number of conditions, including glaucoma and diabetes.

The Neko Body Scan is billed as non-invasive and quick, followed by an in-person consultation with a physician to discuss the results.

Unlike traditional medicine, where a patient may have to return for a follow-up visit to discuss their health testing, Neko Health says all diagnostic results are ready during the visit and is personalized to the patient, seamlessly tracking changes over time.

“Imagine a future where serious diseases are caught and prevented before they even have a chance to develop. With our technology and AI, that future is now a possibility. We have designed a potentially game changing healthcare experience that can be the basis of a new way of thinking about healthcare,” said Nilsonne, CEO and co-founder of Neko Health.

The tech company says its data collection is used in clinical studies, which are self-financed and carried out by its doctors in tandem with other clinics and institutions. Neko Health says it is voluntary to participate but notes that it’s a requirement for those who have a scan.

Neko Health confirms that three clinical studies are underway, Cardio Alpha, DermaFlow Alpha, and Spectrum 1. 

DermaFlow Alpha involves the skin and evaluating high-resolution multimodal imaging technology, 3D, and thermal images to assess screening and early disease detection. 

Cardio Alpha examines the suitability of new laser-radar-based tech to assess arterial stiffness and its ties to cardiovascular risk and disease.

Lastly, Spectrum 1 considers skin conditions that are affected or caused by microcirculation, which can also be affected by diabetes and autoimmune diseases. Neko Health says there are few opportunities to detect microcirculation issues early on. The trial will examine the capability of a study device that uses a projector to cast a light pattern on the skin, revealing composition and structure. 

Prior to the official launch of Neko Health, there was speculation that Ek had invested in the start-up in 2018, but the Spotify founder had never made a public comment on the matter.

Last fall, Sifted was the first to reveal that Ek was indeed transitioning into the healthcare tech sector, secretly working on what is now Neko Health. 

Sifted cultivated its assertion based on documents, reviewing website information that was temporarily posted and then deleted, and even a trip to what is now Neko Health’s office.

It appears that healthcare and its tech-related possibilities have been on Ek’s mind for quite some time.

In a 2013 interview with Financial Times, the Spotify founder predicted that wearable technology would have a considerable impact. He shared that he was a devoted user of the self-monitoring capabilities, using both the Wii Fit Scale and the Fitbit sleep monitor. 

He also touched upon his criticism of the healthcare system.

“I think in 30 years we’re going to look back and say that the way doctors are treating us now is close to witchcraft,” he told the Financial Times, adding that he spends downtime contemplating how to fix what he called a “screwed-up” healthcare system.

In the same interview, Ek revealed that he reads PhD papers on genetics and DNA sequencing and remained elusive about his entering the healthcare sector. He told FT that it might take up to ten years to have the proper technology but hinted towards his rebellious spirit (and perhaps disenchantment) with the current state of affairs in medicine. 

“I’m not the inventor,” he told FT, “but I may be the person that’s dumb enough to go against the system and try to beat it on its own terms.”

The post Spotify Co-Founder & CEO Launches Neko Health, Scans Sell Out Quickly appeared first on Athletech News.

Review: Muse S is a meditation coach you can wear
Tech | Apple Insider | Mar. 27, 2021

Athletech’s Take: 
We are always interested in the latest fitness-tech gadget. The Muse S is Interaxon’s latest model of their wearable meditation devices. Muse, the Canadian company, that made the first meditation headband in 2014, now has a more advanced and more comfortable model. Muse S uses an electroencephalogram (EEG) and other sensors to give users real-time meditation feedback. While all meditation has its benefits, this goes a layer deeper allowing you to see what your brain is doing while meditating. How it works: the user wears headphones — AirPods and AirPods Pro are ideal according to the review — and listens to real-time audio cues that tell you what your brain is up to. Other modes allow users to monitor breathing, heart-rate, stillness, and sleep. With all the attention on meditation and mental health, we definitely think this is something worth checking out. Pretty mind blowing…!

Planet Fitness CFO Looks to Add Customers as Competitors Struggle During Pandemic
Business | Wall Street Journal | Mar. 31, 2021

Athletech’s Take: 
COVID-19 is not slowing down Planet Fitness. The affordable gym franchise plans to open up 100 new locations in 2021 and make additional investments in advertising and digital programming. While approximately 6,800 gyms (17% of all fitness locations) in the US shut down last year and companies like Gold’s Gym filed for bankruptcy, Planet Fitness is banking on their accessible membership fee ($10 a month) and strategic franchise model to drive their business forward. In addition, their hope is that features such as an enhanced smartphone app that lets users check how crowded their local gym is as well as free access to basic online fitness classes will attract new clients and keep their customers engaged and committed to this no-frills gym.

Peloton Announces Partnership with Verzuz: ‘Music Is the Key to the Soul,’ Says Timbaland
Fitness | People | Mar. 29, 2021

Athletech’s Take: 
Verzuz is the latest collaboration Peloton is bringing to its loyal users. Verzuz, a face-off-style musical platform that was launched during 2020 as a virtual DJ battle between Timbaland and Swizz Beatz is their latest music-focused offering. Leveraging Verzuz, Peloton will celebrate the music of iconic artists in friendly competitions. “You need music to work out,” said Timbaland — and we couldn’t agree more. The first collab will launch on March 29th featuring R&B greats Brandy and Monica with the first round being a Brandy vs. Monica Run with Rebecca Kennedy. Definitely running motivation.

How Mobile Apps Are Transforming the Healthcare Industry?
Tech | Appinventiv | Mar. 31, 2021

Athletech’s Take: 
Let’s start with the facts. In 2019, the global digital healthcare market was worth $106B. It is now expected to grow by more than 28% in the next five years to nearly $640B. Simultaneously, medical app downloads increased 50% year-over-year. If that isn’t compelling, 93% of the doctors surveyed believe in healthcare applications for bringing change in a patient’s health. These trends, coupled with increased funding to the industry, demonstrates the true potential of mobile apps to fundamentally impact healthcare. Our hope is that these trends will make us a healthier and happier society. 

The post Opinion: Muse S Meditation Headband, Planet Fitness Latest Business Strategy, Peloton New Music Collab, Apps Transforming Healthcare appeared first on Athletech News.