Fitto 💪

shaking up the supplement industry

setting the scene

  • in preparation for leg day, you make your go-to protein shake to bring to the gym 🏋🏻‍♂️
  • you grab a scoop of protein powder from the gallon container, and suddenly powder goes everywhere 🥄
  • you clean up the mess but find protein powder around your kitchen for the next week 🤦🏼
  • 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 ☕️ 

the basics

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due diligence

what we like

  • 🤝 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
  • 📈 strong market: Fitto is disrupting the growing $12b workout supplement market and is well-positioned to reach the wider $150b+ global dietary supplements industry
  • 📱end-to-end: there’s a solution for every step of the supplement delivery method, from packaging to consuming to monitoring

potential risks

  • 🛑 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
  • ⚙️ lots of moving parts: while the company is disrupting the supplement supply chain, the pod-bottle-app system may confuse some users
  • 🆕 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


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 💪 

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