{"podcast":{"title":"Fitt Insider","slug":"fitt-insider-254580","podcast_index_feed_id":254580,"rss_url":"https://fittinsider.libsyn.com/rss","website_url":"https://insider.fitt.co","image_url":"https://static.libsyn.com/p/assets/4/0/1/0/4010a462593f7c9ad959afa2a1bf1c87/Untitled_design_4.png","author":"Joe Vennare","episode_count":507,"summary":"Fitt Insider is the show where we talk with the entrepreneurs, executives, and investors who are redefining the business of fitness and wellness.","last_synced_at":"2026-09-25T22:20:01.632397+00:00","page_url":"https://stenobird.com/podcast/fitt-insider-254580"},"episode":{"title":"355. Oskar Holmblad and Emil Sjölander, Co-Founders of Nomio","slug":"355-oskar-holmblad-and-emil-sj-lander-co-founders-of-nomio","published_at":"2026-09-08T09:30:00+00:00","page_url":"https://stenobird.com/podcast/fitt-insider-254580/355-oskar-holmblad-and-emil-sj-lander-co-founders-of-nomio","show_page_url":"https://stenobird.com/podcast/fitt-insider-254580","url":"https://fittinsider.libsyn.com/355-oskar-holmblad-and-emil-sjlander-co-founders-of-nomio","audio_url":"https://traffic.libsyn.com/secure/fittinsider/355-_Nomio.mp3?dest-id=1477619","summary":"Today, I'm joined by Oskar Holmblad and Emil Sjölander, co-founders of Nomio. A natural performance enhancer, Nomio is a refrigerated broccoli sprout shot that reduces lactic acid to extend endurance during intense training. In this episode, we discuss the new ritual for elite athletes. We also cover: The Swedish science behind the product Elite athlete seeding as core go-to-market strategy The challenge of explaining a new ingredient to consumers Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Website: www.drinknomio.com IG: www.instagram.com/drinknomio - 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 (01:00) Founder backgrounds (02:00) What is Nomio (03:00) Isothiocyanates and Swedish research (04:00) Nitrate pioneers and discovery story (08:00) Product feedback from athletes (10:00) Early adoption and repurchase rates (15:00) Scaling and production (20:00) Athlete seeding strategy (25:00) Credibility and positioning (31:00) Science versus storytelling balance (33:00) Market differences across regions (34:00) 2028 Olympics ambition (36:00) Growth flywheel (37:00) Conclusion","meta_description":"Today, I'm joined by Oskar Holmblad and Emil Sjölander, co-founders of Nomio. A natural performance enhancer, Nomio is a refrigerated broccoli sprout shot…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2286,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/fitt-insider-254580/episodes/355-oskar-holmblad-and-emil-sj-lander-co-founders-of-nomio/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/fitt-insider-254580/355-oskar-holmblad-and-emil-sj-lander-co-founders-of-nomio.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}