Health and fitness brand news

Health

Wellness is a trillion-dollar category with a trust problem. BRNDWIRE covers wearables, fitness platforms, supplements, health tech and the brands turning bodies into business. We report the launches and the pivots, and we ask whether the brand promise holds up, because in health, credibility is the whole product.

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Apple Is Quietly Building a Whoop Killer

Apple Is Quietly Building a Whoop Killer

A Bloomberg report says Apple is prototyping a screenless health band aimed straight at Whoop, Oura, and Garmin, a wearables strategy shift that says more about who Apple's scared of than what it's building.

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