Tatum, your analysis of fitness branding’s evolution is spot on. The shift from generic gym environments to personalized, community-centric spaces is evident. Your insights into the boutique fitness boom and the rise of influencer culture highlight how branding has become deeply intertwined with identity and lifestyle.
I just listened to your recent appearance on The Dino Podcast, you discussed the integration of wellness practices like cold plunges and sound healing into mainstream fitness. This fusion further emphasizes the holistic approach modern fitness brands are adopting. 
I’m eager to see how these trends continue to evolve and how brands will further personalize experiences to foster deeper connections with their communities. Also looking forward for more posts soon :)
Great Synopsis. Couple things I’d add: 1) CPG. Consider Siete Mexican Foods (grain free Mexican foods founded in 2015 by Veronica and Miguel after Vero was diagnosed with lupus and compelled to eat grain free, acquired in 2024 by Pepsico for $1.2B); Liquid Death (founded in 2017); LMNT electrolytes and its goto market (initially via Tim Ferris newsletter); and Factor heat and eat functional macro meals. All Niche at Scale.
2) Sobriety/ Alcohol free lifestyle. It’s a thing and there’s no sign it’s slowing down. It’s changing the face of sports social sponsorship and advertising bottom, up (no pun intended.)
3) health and wellness local destinations and networks are the new church.
Keep going! Excited to have a front row seat here! Creating the possibility we can find something to work on together.
Tatum, your analysis of fitness branding’s evolution is spot on. The shift from generic gym environments to personalized, community-centric spaces is evident. Your insights into the boutique fitness boom and the rise of influencer culture highlight how branding has become deeply intertwined with identity and lifestyle.
I just listened to your recent appearance on The Dino Podcast, you discussed the integration of wellness practices like cold plunges and sound healing into mainstream fitness. This fusion further emphasizes the holistic approach modern fitness brands are adopting. 
I’m eager to see how these trends continue to evolve and how brands will further personalize experiences to foster deeper connections with their communities. Also looking forward for more posts soon :)
Thank you so much for the kinds words and for tuning into Dino's podcast! Glad you're here. I'm excited to see these trends evolve as well.
Great Synopsis. Couple things I’d add: 1) CPG. Consider Siete Mexican Foods (grain free Mexican foods founded in 2015 by Veronica and Miguel after Vero was diagnosed with lupus and compelled to eat grain free, acquired in 2024 by Pepsico for $1.2B); Liquid Death (founded in 2017); LMNT electrolytes and its goto market (initially via Tim Ferris newsletter); and Factor heat and eat functional macro meals. All Niche at Scale.
2) Sobriety/ Alcohol free lifestyle. It’s a thing and there’s no sign it’s slowing down. It’s changing the face of sports social sponsorship and advertising bottom, up (no pun intended.)
3) health and wellness local destinations and networks are the new church.
Keep going! Excited to have a front row seat here! Creating the possibility we can find something to work on together.
Fantastic additions, it’s cool to see how many legs this industry really has. Stoked you’re here!