350. Bobby Bitton, Co-Founder & CEO of O Positiv

Today, I'm joined by Bobby Bitton, co-founder and CEO of O Positiv.   Addressing topics like PMS, vaginal health, and pregnancy, O Positiv's supplements tackle generational taboos to address women's needs from first period to postmenopause.   In this episode, we discuss building a category-defining women's health brand.   We also cover: Why going deeper beats going wider Scaling from DTC to omnichannel retail Winning with TikTok Shop and creator-led marketing   Subscribe to the podcast → insider.fitt.co/podcast  Subscribe to our newsletter → insider.fitt.co/subscribe  Follow us on LinkedIn → linkedin.com/company/fittinsider    O Positiv's Website: https://opositiv.com/  Instagram: www.instagram.com/opositiv/  Tiktok: www.tiktok.com/@opositiv    -   The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.   Fitt Talent: https://talent.fitt.co/  Consulting: https://consulting.fitt.co/  Investments: https://capital.fitt.co/    Chapters: (00:00) Introduction (00:28) O Positiv overview (02:27) Co-founder dynamics (04:12) Getting their start (05:01) Flow product and PMS relief (05:50) Brand voice and approach (07:30) Split talent and domain expertise (08:20) Company scale and revenue (09:35) Category leadership (10:40) White space strategy (15:00) Product innovation pipeline (18:20) Retail expansion and partnerships (20:30) Profitability trajectory (21:35) Marketing evolution (23:00) DTC to omnichannel shift (25:15) Measuring incrementality (30:00) Deeper not wider strategy (31:45) Focus and team clarity (32:25) Where to find (33:49) Conclusion