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

• industry: fitness, consumer goods
• headquarters: Tel Aviv, Israel 🥙
• year founded: 2016
• company size: <15 employees 💼
• 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

• 🤝 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

founder profiles

• Ari Friedrich (CEO; prev. @ Intel, Anobit)
• Yaniv Lavi (COO; prev. @ STS)

comps

• Vejo
• PillPack
• Tespo 
• Gudpod
• Lifefuels
  

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 💪