10X Health’s CEO believes individualized, data-backed optimization is no longer optional for fitness professionals. Those who resist it may not survive the next wave of tech-fueled disruption, he says

Brandon Dawson is on a mission to transform how fitness professionals approach performance, health and human potential. As CEO of 10X Health and co-founder of Cardone Ventures, Dawson has helped a quarter of a million people apply advanced diagnostics — genetics, bloodwork, wearables and more — to create highly personalized health and wellness strategies.

Now, he’s looking at the fitness industry and issuing a stark warning: evolve or become irrelevant.

“Most training is still built around averages,” Dawson says. “But what if we could move from averages to precision, where everything, from your nutrition to your training to your supplements, is tailored specifically to you?”

That’s the promise of 10X Health’s precision platform. It starts with genetic testing that maps 55 single nucleotide polymorphisms (SNPs) to determine how your body processes food, responds to training and where it’s likely to fall short. Then comes bloodwork, which shows what’s happening in real time – what’s depleted, what’s overloaded, what needs adjusting. The result is a detailed, science-backed report trainers can use to help clients achieve real results faster.

And Dawson insists: this isn’t theory.

“Our platform generates exactly what a person should be eating and avoiding, based on their genetics and updated bloodwork,” he says. “Then it builds a training recommendation around their goals, whether it’s gaining muscle, maintaining weight or leaning out. This isn’t guesswork. It’s precision.”

Watermelon, Coffee & the Myth of Universality

Even Dawson was surprised by what the data revealed about his own body.

“My favorite snack used to be chilled watermelon,” he says. “Turns out, it’s the worst thing for me genetically. I swapped it for green grapes and immediately felt better, like night and day.”

The lesson: what works for one person can be harmful to another. Coffee is a prime example.

“For some people, coffee’s actually doing the opposite of what they think it’s doing,” Dawson explains. “But we all drink it, assuming it gives us energy. If you’re genetically sensitive, it could be slowing you down.”

It’s this kind of information that Dawson believes can change everything about how fitness professionals work with clients.

“We’ve been throwing things at the wall hoping they stick. Keto works for one person, not the next. Intermittent fasting, juice cleanses, carnivore diets, you name it. People are frustrated. Trainers are frustrated.”

With a precision system, he says, both sides can stop guessing and start managing real, individualized data.

Trainers as Managers, Not Prescribers

What about scope of practice concerns? Can trainers legally use this kind of information?

Dawson says yes, because they’re not giving the advice themselves.

“All of this is scientifically backed,” he explains. “The trainers aren’t prescribing anything. They’re managing to a report. The nutrition guidance and training strategy are already mapped based on genetic data, bloodwork and physician-reviewed protocols. It’s like a 400-page manual written specifically for the client.”

Supplements, too, are custom-built. 

“We manufacture precision supplements in 90-day increments, with up to 100 nutrients where the client is deficient. It has their name on it. One batch a day. They’re not peeing out random pills or taking things that cancel each other out.”

For trainers, this becomes a tool and an ally, not a liability. “They’re finally working with the body, not against it,” he adds.

Turning Wearables Into Strategy

While wearables have become ubiquitous in fitness, Dawson believes their full potential is only unlocked when paired with deeper biological insights. “Genetics is your baseline. Blood shows the variation. Wearables provide real-time feedback on what’s happening.”

With that trifecta in place, clients and trainers can stop guessing. “You know exactly what your body needs. You know how to fix it. And you can see the proof when things start working,” Dawson says.

It’s not just about aesthetics, either. It’s about healthspan. “There’s a strong correlation between muscle and longevity,” he adds. “Stronger people live longer, assuming they’re not doing other things that shorten their lives.”

The combination of strength training, precision nutrition, regular diagnostics and precision supplementation isn’t just the future; it’s the standard Dawson believes every serious fitness business must adopt.

However, Dawson is quick to acknowledge that the healthcare industry isn’t immune to the same pitfalls he sees in fitness.

“Healthcare has been mistreating and misdiagnosing people for years because everything is based on averages, even the studies,” he says. “That’s how you get blanket protocols that don’t work for half the population.”

Instead of focusing solely on long-term clinical trials and averages, Dawson advocates for “evidence in the moment.”

“What’s happening in this person’s body, right now? That’s what matters,” he says. “Just because something worked for four out of 10 people doesn’t mean it’ll work for the other six.”

For fitness professionals, the takeaway is clear: be cautious of trends, but be aggressive about tools that let you understand and optimize the individual.

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Building Culture Through Outcomes

Dawson, who advises and scales multimillion-dollar businesses across industries, believes the key to culture in fitness isn’t just community, it’s results.

“To create a culture people are deeply invested in, you have to provide significant value,” he says. “That means improving people’s lives personally, professionally, financially through what you do.”

And to grow? “Once you perfect that for one person, replicate it. Ten trainers. One hundred. One thousand. The only way to scale is to develop people who can deliver that same result across the board.”

Dawson is clear: culture without success doesn’t last. “You’ll burn yourself out trying to do it all yourself. You have to build systems and people around the impact you want to make.”

When it comes to building those systems, Dawson shares what he wishes every fitness entrepreneur understood before launching.

“Many don’t know how to build a business,” he says. “They know how to deliver a service, but they don’t know how to promote it, convert it to revenue and replicate it. If you don’t learn to duplicate best practices and multiply through other people, you will burn out,” he says. “Then the same passion that got you into the business will drive you out of it.”

AI, Digital Avatars & the Pressure to Evolve

What does the next 5 years look like for the industry? Dawson doesn’t mince words.

“If I’m training the way I’ve always trained, and I’m just doing my thing because I found my stick, you’re going to be irrelevant in five years.”

He envisions a future where clients use AI-powered avatars of elite athletes to guide their training , complete with wearables syncing data in real time, motivational nudges via text and fully interactive programming. “You’ll be getting coached by ‘Tom Brady’ from your phone and it’ll feel real,” he says.

That’s why he’s urging trainers to get educated, certified and aligned with systems that support individualized, data-backed approaches. “If you’re not in the flow of that, you’re going to get replaced,” he warns.

10X Health is currently building out a network of certified providers across the U.S.- trainers, fitness professionals and wellness experts who want to integrate precision wellness into their business model.

“We’ve had a quarter million people work with us in 48 months,” Dawson says. “They’re already bought in. They’ve already spent the money. They just need someone to help them manage the data.”

His advice: don’t wait.

“Register to become a partner or provider. We’re looking for professionals who want to do it right and do it at scale.”

A group of industry leaders formed the Sports Tech Research Network two years ago to convene sports practitioners, academics and entrepreneurs around shared values and standards. Born from that effort was a white paper, the Quality Framework for Sports Technologies, to provide evidence-based assessments for product evaluations.

But ultimately there were calls for more, and two of the white paper’s authors — Sam Robertson from TCG Advisory and Jessica Zendler from Rimkus Consulting — are now the founding co-directors of a new body, the Institute for Sports Tech Standards, that seeks to test product quality, establish accredited standards and consult on approval programs.

ISTS was formed from a strategic partnership between TCG Advisory and Rimkus and initially will focus mostly on collaborations with governing bodies but will expand to work with teams and tech vendors, too.

“There’s no Consumer Reports of sports tech,” Zendler said. “Everyone wants this, but no one does it. So what do we need to do to make it happen?”

Zendler, who is director of Rimkus’ sports science practice, is manager for the NBA/NBPA Wearables Validation Program; Robertson, a former Victoria Univ. professor, has extensive experience working with FIFA’s Quality Program.

Robertson also previously served as a performance coach in soccer, rugby and Australian football, and has consulted for MLB, NFL and NBA teams. What he’s found is that many people in roles designed to be athlete-facing coaches or sport scientists have now largely become “applied technologists” spending upwards of 80% of their time managing software and hardware. All of them are inundated with inbound pitches of new tech, and none has the time to do proper validation.

“This was a classic problem that everyone in sport — particularly in the performance area, but also in the business space — would say, ‘We need to have better information about the technology we take on board,’” Robertson said. “But the reality is, it was a nice-to-have, rather than a must-have, and it’s only recently that shifted. The knocks on the doors became so frequent, so loud, that we thought, ‘Well, it’s time to do something about it.’”

The NBA and FIFA have taken leading roles in organizing technology vetting protocols, but those are deliberately bespoke to the needs of their sport and circumstance.

“A strategic labor of love on our part is to get more global standards out there that sports can agree upon that are going to cross-boundaries, cross-sports, cross-geographical regions,” Robertson said. “Once they are there, we can get a level of efficiency in what we’re doing.”

Tech vendors, especially startups operating on limited budgets, can’t afford multiple expensive testing program certifications. Those manufacturers would be glad to have a “paint-by-numbers” approach to validation, she added, because each league or governing body has different rules and associated fees — enough to hinder the focus on innovation.

Getting broader buy-in is a goal for the ISTS, which is working with the IEEE — a standards body Zendler described as having a “well-respected, high-integrity, public process” — on player and object tracking as its first project.

“We have seen this redundancy now happening, and this is not an efficient use of resources or anyone’s time,” Zendler said. “So can we make a way where it’s more of a third-party test institute that the governing body will say, ‘We’ll trust the report from that.’”

Both co-directors have PhDs and have held roles in academia — Zendler directed Michigan’s Performance Research Laboratory; Robertson led Victoria’s Sports Performance & Business program — but explained that most universities are set up more for innovation and research rather than testing. Higher education labs also tend to move more slowly.

Robertson, who has experience working with an accelerator in Melbourne, realized that young companies aren’t incentivized to seek testing early in the development timeline.

“It wasn’t lost on me that every single founder in that gets zero training on showing the quality of their product,” he said. “It’s all around getting a minimum viable product and attracting investment. That’s to be expected, but somewhere along the line you need to know [whether] your product is any good.”

Business deals in the health and wellness sector are thriving as companies work to broaden their offerings, embrace innovation, and maintain an edge in a market shaped by shifting consumer priorities. Mergers and acquisitions have emerged as a central strategy, with global conglomerates and category leaders acquiring emerging and niche wellness brands to access new demographics and align with high-growth trends such as functional nutrition, mental health, fitness tech, and holistic self-care. Strategic partnerships – whether between wellness brands and healthcare providers, fitness platforms, or high-profile athletes – are also becoming more common, leveraging trusted voices and communities to boost engagement and customer loyalty.

At the same time, private equity and venture capital firms are increasingly targeting high-potential health and wellness startups, drawn to their scalable models and disruptive approaches to preventative health, longevity, and personalized care. Cross-industry collaborations, such as alliances between wellness companies and technology innovators, are also accelerating breakthroughs in areas like wearable health monitoring, telehealth integration, and data-driven wellness programs. These deals underscore the sector’s rapid evolution and its drive to meet growing demand for solutions that blend physical, mental, and digital well-being.

With this backdrop, here is a tracker of the most recent mergers, acquisitions, and investments in the health, wellness, and fitness space …

Aug. 14, 2025 – THG Group Sells Claremont Ingredients  for £103M

THG Group, owner of MyProtein, has agreed to sell its Claremont Ingredients business to international flavour specialist Nactarome for £103 million. Claremont, a UK-based flavor manufacturing and development lab serving sports nutrition, bakery, and beverage sectors, joined THG Nutrition in 2020 to accelerate MyProtein’s global licensing and new product development efforts. THG said the deal delivers a “significant return” through cash generation and sale proceeds, while preserving a long-term supply relationship with Nactarome.

“Claremont has been a huge success, building MyProtein’s global licensing franchise from a standing start,” said THG CEO Matthew Moulding. “The level of interest reflects the quality of the business and the value embedded across THG’s portfolio.” Nactarome, majority-owned by TA Associates, operates in nine European countries and said the deal marks its entry into sports nutrition, complementing its flavour and ingredient expertise.

Aug. 8, 2025 – Ditto Daily Raises £1.35M Pre-Seed

U.K.-based Ditto Daily has raised £1.35 million ($1.72 million) in pre-seed funding to expand its science-backed Cycle Supplement for menstrual symptoms. Led by Eka Ventures with participation from Jean-Baptiste Wautier, the round will fund clinical research, product innovation, and channel growth. Co-developed with Dr. Anita Mitra, the supplement uses “beadlet-in-oil” nutrient delivery for enhanced absorption and has seen strong uptake since its launch four months ago. A recent clinical trial showed 88% of participants reported reduced symptom severity.

“For too long, there has been a huge disconnect between what science understands and the solutions available,” said founder and nutrition scientist Alice van der Schoot. “This funding allows us to accelerate our research and deliver more evidence-based solutions to the billions of women who need them.”

Jul. 8, 2025 – Othership Raises $8.5M to Expand Wellness Clubs

Othership, the immersive wellness brand blending sauna, cold plunge, and breathwork, has closed an $8.5 million SAFE note to fuel its New York City expansion. The round includes strategic backing from Rocana Ventures, Vine Ventures, Winklevoss Capital, Blake Mycoskie, Kerry Washington, NBA star Bradley Beal, and Devon Lévesque. CEO Robbie Bent clarified that reports citing an $11.3 million raise were inaccurate.

Following the success of its Flatiron location, Othership will open a new Williamsburg club this fall, with a 13,000-square-foot flagship to follow. The upcoming space will double the size of its current offering and introduce a “bathing wing” with steam rooms, warm pools, 1:1 emotional therapies, and expanded class programming.

“We’re evolving to meet member needs,” said Bent. “There’s a natural opportunity to bring emotional wellness into the traditional bathhouse model.”

This is a short excerpt from a data set that is published exclusively for TFL Pro+ subscribers. For access to our up-to-date fashion & retail bankruptcies tracker, inquire today about how to sign up for a Professional subscription.

Connexa Sports’s 15-minute chart has recently triggered a MACD Death Cross, a KDJ Death Cross, and a Bearish Marubozu at 08/14/2025 13:45. These technical indicators suggest that the stock price has the potential to continue its downward trajectory, as the momentum is shifting towards the downside and sellers are in control of the market. The bearish momentum is likely to persist, as the stock price has the potential to further decrease.

Connexa Sports Technologies Inc. (YYAI), a company specializing in advanced matchmaking technology and AI-powered platforms, has recently experienced significant technical indicators suggesting a potential downward trend in its stock price. On August 14, 2025, at 13:45, the 15-minute chart of Connexa Sports triggered a MACD Death Cross, a KDJ Death Cross, and a Bearish Marubozu candlestick pattern. These indicators, combined with the stock’s recent volatility and short interest, indicate a potential continuation of the downward trajectory.

The MACD Death Cross, a technical indicator that combines the MACD and signal lines, signals a potential reversal in the stock’s price trend. When the MACD line crosses below the signal line, it is considered a bearish signal. Similarly, the KDJ Death Cross, a combination of the K and D lines of the KDJ oscillator, also signals a potential downward trend when the D line crosses below the K line. The Bearish Marubozu pattern, characterized by a long white candle with no wicks, indicates strong selling pressure and a potential downward trend.

Connexa Sports has shown significant short interest, with 157,500 shares shorted as of July 15, 2025, representing a 3,050% increase from the previous month [1]. The stock’s volatility is evident, with a one-year price range from $0.35 to $16.50. Despite the recent technical indicators, Connexa Sports continues to receive institutional support. A hedge fund, Private Advisor Group LLC, purchased 38,400 shares of the company’s stock during the first quarter of 2025 [1]. Institutional investors hold approximately 4.03% of the company’s stock.

On August 11, 2025, the stock price fell by -13.47% from $4.75 to $4.11, with a market capitalization of $51.98 million [2]. The stock traded up 1.1% to $3.57 on July 15, 2025. The stock is expected to rise 182.24% during the next 3 months, with a 90% probability of holding a price between $5.08 and $13.55 at the end of this 3-month period [2]. However, the short-term Moving Average signals a sell, while the long-term average signals a buy, indicating a general buy signal in the stock. The stock may meet resistance from the short-term Moving Average at approximately $4.19 and find support from the long-term average at approximately $2.07.

Connexa Sports Technologies Inc. engages in the sports equipment and technology business in the United States, offering products such as Slinger Launcher and Slinger Bag Launcher, as well as AI technology and performance analytics for sports through its Gameface platform.

References:
[1] https://www.marketbeat.com/instant-alerts/connexa-sports-technologies-inc-nasdaqyyai-short-interest-up-30500-in-july-2025-08-01/
[2] https://stockinvest.us/stock/YYAI

WASHINGTON (AP) — The Supreme Court on Thursday refused for now to block enforcement of a Mississippi law aimed at regulating the use of social media by children, an issue of growing national concern.

The justices rejected an emergency appeal from a tech industry group representing major platforms like Facebook, X and YouTube.

NetChoice is challenging laws passed in Mississippi and other states that require social media users to verify their ages, and asked the court to keep the measure on hold while a lawsuit plays out.

There were no noted dissents from the brief, unsigned order. Justice Brett Kavanaugh wrote that there’s a good chance NetChoice will eventually succeed in showing that the law is unconstitutional, but hadn’t shown it must be blocked while the lawsuit unfolds.

NetChoice argues that the Mississippi law threatens privacy rights and unconstitutionally restricts the free expression of users of all ages.

A federal judge agreed and prevented the 2024 law from taking effect. But a three-judge panel of the 5th Circuit U.S. Court of Appeals ruled in July that the law could be enforced while the lawsuit proceeds.

It’s the latest legal development as court challenges play out against similar laws in states across the country.

Parents and even some teenagers are growing increasingly concerned about the effects of social media use on young people. Supporters of the new laws have said they are needed to help curb the explosive use of social media among young people, and what researchers say is an associated increase in depression and anxiety.

Mississippi Attorney General Lynn Fitch told the justices that age verification could help protect young people from “sexual abuse, trafficking, physical violence, sextortion and more,” activities that Fitch noted are not protected by the First Amendment.

NetChoice represents some of the country’s most high-profile technology companies, including Google, which owns YouTube; Snap Inc., the parent company of Snapchat; and Meta, the parent company of Facebook and Instagram. NetChoice has filed similar lawsuits in Arkansas, Florida, Georgia, Ohio and Utah.

Paul Taske, co-director of the NetChoice Litigation Center, called the decision “an unfortunate procedural delay.”

“Although we’re disappointed with the Court’s decision, Justice Kavanaugh’s concurrence makes clear that NetChoice will ultimately succeed in defending the First Amendment — not just in this case but across all NetChoice’s ID-for-Speech lawsuits,” he said.

(Copyright (c) 2024 The Associated Press. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed.)

Anyone who’s interested in exercise should consider getting a fitness tracker, as they’re able to tell you a lot about the effort you’re expending, how well you’re recovering, and every biometric marker in between. Whether you’re a beginner jogger or a Hyrox athlete, the information from one of the best fitness trackers or best smartwatches can elevate your active lifestyle to the next level.

However, there are a few barriers to entry at the moment. For one, the market is so saturated that it’s tough to know what to get, especially for people who don’t know their Fitbit Versas from their Garmin Vivoactives.