Fitt Insider Noom Bets on Peptides, Google's Next Wearable, Mars Men Adds $27M
Apr 2, 2026
Google is building a screenless Fitbit-style band with subscription AI coaching to take on Whoop and Oura. Discussion of how always-on wearables could shift revenue toward habit-driven subscriptions. Coverage of Mars Men’s $27.5M raise after rapid profitable growth and a large customer base. Noom’s acquisition of a compounding pharmacy signals expansion into peptide and NAD+ preventive therapies.
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Google Bets On Screenless Subscription Wearable
- Screenless Fitbit-style bands shift wearables from one-time sales to subscription-driven habits.
- Google plans a screenless Fitbit band with AI coaching and subscription features to compete with Whoop and Oura.
Wearable Competition Is Now About Data And Business Model
- The wearable battle is now about continual data and recurring revenue, not novel hardware.
- Screenless devices collect always-on data and prioritize habit formation via subscriptions over one-off gadget purchases.
Mars Men Scales To Nine-Figure Run Rate Profitably
- Mars Men reached a $100M run rate profitably in under 18 months while serving 400,000 customers.
- The subscription-first men's supplement brand raised $27.5M Series A led by L Catterton to expand product lines and enter retail.