Fitt Insider today announced the acquisition of Active Overwatch and the appointment of its founder, Jake Heyen, to lead growth and partnerships for Wellworthy, Fitt’s consumer-facing discovery platform. Together, they’re building a modern media ecosystem for industry leaders and everyday consumers.
As innovation surges across health, fitness, and wellness, the industry remains fragmented. Leaders, investors, and enthusiasts face a flood of options with no single source of clarity. Fitt Insider and Wellworthy aim to fill that gap, delivering authoritative analysis to professionals and offering consumers a trusted hub to discover the best in wellness.
Fitt Insider is uniquely positioned to meet this need. Through its B2B newsletter, podcast, and press release distribution, it provides industry leaders with authoritative reporting and market intelligence. Wellworthy extends that reach, curating the most relevant products, brands, and stories for consumers. Together, the two platforms create a seamless experience that connects the ecosystem, from founders and investors to everyday wellness seekers.
“Acquiring Active Overwatch and partnering with Jake accelerates our vision of building a modern, omnichannel media platform for health and wellness,” said Anthony Vennare, co-founder & CEO, Fitt Insider. “Each part of the Fitt ecosystem, from industry analysis to consumer discovery, works together to create clarity, trust, and impact in a fragmented landscape.”
In a crowded and fast-moving category, Wellworthy serves as a trusted guide, curating the most important stories, brands, and innovations in health, wellness, and fitness. By meeting people where they are, Wellworthy informs individuals already immersed in the space, while engaging the growing number of consumers curious about healthier living. Led by co-founder Ash Read, its expert-driven, personality-led content is designed to drive meaningful engagement and measurable growth for featured brands and experts.
“Wellworthy creates a space where mission-driven brands can connect directly with modern consumers,” said Ash Read, co-founder of Wellworthy. “By pairing expert voices with performance storytelling, we’re not just driving awareness, we’re helping partners turn content into authentic engagement and impactful growth.”
Heyen, who has cultivated a highly engaged audience through Active Overwatch, will now bring his expertise to Wellworthy, further solidifying its position as the go-to destination for consumers navigating the ever-expanding health and wellness landscape.
“I started Active Overwatch to create a trusted, consumer-focused voice in wellness,” said founder Jake Heyen. “Joining forces with Fitt Insider and Wellworthy accelerates this mission, pairing an engaged social audience with editorial storytelling and industry credibility. Together, we can cut through the noise and deliver the clarity today’s consumers are looking for.”
With this acquisition, Fitt Insider strengthens its role as the leading authority and infrastructure for health, fitness, and wellness, shaping how the industry grows, how brands connect, and how consumers discover what matters most.
Follow on social @wellworthymedia and @jakeheyen and subscribe to the weekly newsletter at wellworthy.com. To learn more about the alignment and get your brand in front of the Wellworthy content and partnerships team, contact partnerships@wellworthy.com.