Fitt Insider Oura's AI Push, Kim Kardashian's Energy Bet, Budget Gyms Upgrade
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Feb 25, 2026 Kim Kardashian joins a jitter-free energy drink brand ahead of a major retail relaunch. Oura unveils a custom AI coaching model for women's health that links biometrics with clinical research. Budget gym chains add boutique classes, contrast therapy, and smart strength gear to upgrade member experiences. A wellness firm expands into communications and experiential services through a strategic partnership.
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Kim Kardashian Joins Update As Co-Founder
- Kim Kardashian is joining Update as co-founder ahead of its relaunch and Walmart rollout.
- She will steer product and creative to position Update as a jitter-free, intentional-focused energy drink in the $16B category.
Oura Builds Women-Focused AI Coaching
- Oura launched a custom AI coaching model focused on women's health integrated into its advisor platform.
- The model ties biometric data to clinical research across menstruation to menopause to address misdiagnosis risks from general-purpose chatbots.
AI Needs Context To Serve Women's Health
- Research shows women are more likely to be misdiagnosed by general-purpose chatbots, prompting Oura's context-aware approach.
- Oura framed the release as a shift from one-size AI toward personalized, context-aware coaching for women.