Episode #587: Exploring GLP-1 Integration and Fitness Industry Innovation with David Appel of Korb Health

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This is Pete Moore on Halo Talks NYC. I have the pleasure of

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bringing straight out of Austin, Texas, David Apple at

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Korbe Health. We're gonna talk about the convergence of

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GLPs. We're gonna talk about fitness,

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clinical care, and what he's doing to reshape

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the industry and make sure we could get the right products and

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services in front. Of all of your members. So, Dave, Welcome to the show.

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Thank you very much, Pete. Looking forward to it. Awesome. So

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in your collateral material, it talks about you being a longtime coach

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turned operator. So tell us what the genesis

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was of starting the business, and we'll talk about

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some of the steps you've taken to broaden this telehealth

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platform out to the masses. So yeah,

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originally from Chicago, and Started off as a

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physical education teacher, pivoted pretty quickly out

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of that, went to work for Polar Electro in the early 2000s.

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And, at the time that I was there, we were really, at that

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time, heart rate monitors hadn't— everybody kind of

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knew what they were for, but they thought they were either for elite athletes or

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cardiac rehab. And, I was on

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the sales team there as we were integrating heart rate into health clubs

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and and the why and all of that stuff. So it's pretty

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awesome 20 years later to come back in and this market really

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sits kind of at that same position. How

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do— Gotcha. Okay, everybody's talking about it. Well, how do we integrate it?

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Right. And then, you know, what are some of the steps that you take into,

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you know, kind of say, hey, you know, all these things should naturally

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be converging. However, you know, the industry is

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somewhat siloed. And maybe, maybe more apt to do

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partnerships now than they were before. But it's still got to be an education

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process. So talk about how that's gone. Definitely. You know,

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so we've been at this for about 3 years.

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2025, I think, was a lot of the—

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2024, people thought it was going to destroy their

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business. 2025, people started to think, well,

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maybe this could enhance our business. And I think in

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2026, it's really like, okay, we have a couple

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partners, we're showing them and working with them to integrate

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this. And I think more people now are trying to figure out,

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okay, you know, what does this look like? What does this integration

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look like? And I think a big part of it, as

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we continue to do these and just talking and having new people

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come into the ecosystem, it's like One of the

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apprehensive parts, I, I believe a little bit of this is that they're trying to

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market to a demographic they've never marketed to before.

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So it's— the GLPs are in the space already, people

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are on them, right? But the integration of how do we

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get that person to join a specific

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workout that's designed for those people without making them feel

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like ostracizing them or something, you know, it's it's a big

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pivot, I believe. And are you actually

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providing them with the programming related to the

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GLP, or are you trying to increase the number of people

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that are on GLPs that are in their member

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base, or both? Both. You know,

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I'm as much as the sales side of this as a

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consultant in it, in a sense that So we have two pretty,

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pretty big players in the game right now. InShape Family Fitness in

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California, 80 clubs. They have all the programs kind of

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in place. They have— they already had a program that worked with

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people after GLP-1s. They have specific groups for

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50+. So it's like looking at these programs that they

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have and then saying, hey, how could we integrate these two things?

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Because more than likely this is the demographic they're looking for it.

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But wouldn't you rather have them a part of the ecosystem, of your

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ecosystem? You've already vetted where they're going to get the

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medication from. So it's kind of a, it's a win-win

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on the journey for the end user. Now let me ask you a question

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about the marketing of

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GLP workouts. And before you answer that, you know, you

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can put up on the door and says, "Hey, if you're on a GLP weight

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loss drug, like take this class." And then people might feel like, "Ah, shit, dude,

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I don't really want everyone to know that I'm actually on this stuff," right? Kind

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of like between me, myself, and I. I just want them to think like I'm

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working out without any assistance. And then there are other

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people who say, well, turn it into low-impact

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intensity programs designed for this demographic

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without actually calling out the use of the

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acronym GLP. So what have you learned

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from what the market wants and what they're willing to

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put themselves into that doesn't make them feel like,

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dude, I don't even really need people to know I'm doing this, or I want

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to brag about it. I mean, some people brag about it. Yeah,

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we're not definitively there yet. I will say that I've worked with

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quite a few different folks and a couple that I've befriended, Ann

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Gilbert, who's been in the industry for a long time, has a women's-only club

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in Florida, and then Bob Esqueri, who's been around forever. He's

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He just kind of got out of retirement to go work at a gym in

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Omaha under Genesis to just to specifically

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try to integrate this in. So they're doing a lot of pool. Work.

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You know, they— and he's like, he told me, hey, if you have a pool

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in your gym, more than anything, it loses money than makes money. Yeah. So

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if we, if we start to integrate something that's low impact,

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they're coming in, you know, they can wear whatever they want. So the

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psychological benefit of being in the pool helps to draw

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them in. On the, on the flip side of that, I think it's

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in— if you don't have a pool, how are you going to market to them?

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What is it going to look like? And a lot of the— when I'm kind

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of sitting down and talking to them as well, just because I do a lot

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of the education here at KORB, these folks aren't— an

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hour of personal training is— that's— they're not ready for

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that, right? But what, what if you sold a 4-pack of 15

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minutes? And I get a lot of people going, well, 15 minutes, what are you

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going to do in 15 minutes? It's like you've gotta strip everything

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away from what you're normally working with and really start to think about

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somebody, they've never been in this place. Put 'em on the treadmill and talk

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to 'em 15 minutes. Get 'em in the gym 4 times in 1 week for

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15 minutes, that's a win. Yeah. When you take a look at,

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well, tell a quick story. So a couple years ago I was at a wedding

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and there's a guy talking to me, he knew I was in the fitness industry

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and he's like, "Hey, I'm on Ozempic." Yeah, I lost

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28 pounds, but I also lost 28 yards on my golf

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drive. So have you seen results

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where somebody drops— let's just use my example— drops

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28 pounds and their golf drive is the same? Like,

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have you been able to see that I could sustain

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your strength at the same time that you take these drugs,

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or is it inevitable that you're going to lose a certain amount of strength?

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Let's bell curve it. Bell curve it for me. The,

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the highly motivated person that's going to be working out 2 to 3 times

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a week, that's part of their routine. They get on this, they're

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eating enough protein, they're probably going to gain a little bit of

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muscle. Okay, that's good to hear. But on the flip

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side, over here on the other side of the curve, I'm coming in

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and I'm not going to change anything, and I'm expecting the, the drug

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to do all the work. You're going to lose. You're going to come out of

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it worse than when you started because now, just like you said, you lost

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the weight and the muscle. And we all know muscle is way harder to gain

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back than fat is. So it might not be even able

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to, right? I mean, like, once it's gone, it's kind of gone almost. And especially

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as we're aging, you know, most of the people that are really on these are

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trending 40+.

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This is Pete Moore. I want to let you in on a little secret. There's

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this company called Promotion Vault, and what they do is they give out rewards

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from retailers that allow you to incentivize your

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members without having to do zero down and one month free

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or giving away shakes or giving away t-shirts. What you want to

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do is build a rewards program that lasts, that people value,

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and that doesn't discount your own products and services. So here's the

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deal. There's something called Rewards Vault. The Rewards Vault is going

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to allow a member to set up their own profile. They are

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going to answer questions. You are going to get those answers. You're going to be

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able to target those members and you're going to reward them inside your

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club, inside your spa, and outside of the club and outside

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of the spa to get them to become loyal, to get them to pay

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their monthly dues and to be rewarded properly.

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For the actions. A lot of companies are cutting back on rewards. You shouldn't be.

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Promotion Vault's your answer. Trust me, this is real.

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In a lot of retail plazas right now, you see a lot of health

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club operators that have their established, you know, 500 to

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1,000 check-ins per day. And then you see a med

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spa or you see, you know, some kind of anti-aging

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longevity center that's opened up and they're specifically

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opening up because they know that there's traffic flow

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in that shopping plaza or in that mall or what have you,

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lifestyle center that is attracting those people.

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What's your kind of call to action to the

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health club operator to say, look, I don't actually need

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space? Maybe some people will over time put

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like a Korb or like a Serotonin Center, like inside is like a

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mini physical bricks and mortar sublease

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inside of that club. How are you guys integrating this in

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and how are you actually getting the

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mindshare and market share? And the reason why I ask that is

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because a lot of people get excited about going into a health club chain and

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it's like, dude, I spent all this time working on a deal with you. Now

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you're not marketing as for me properly. So what are you guys doing to

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like actually like intertwine yourself into the business model?

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So we— it is a marketing agreement really that is

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how it works. So that, um, through

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SMS campaigns, email campaigns, signage inside,

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and, and this also, I think the— what it— we kind

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of prefaced here a few minutes ago the more things that

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you have that kind of, maybe they don't speak GLP,

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this is a GLP-1 class, but if you go in

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and somebody is guiding you in, hey, oh, we know

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that you're on a GLP program, okay,

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fantastic. Here's some classes that we recommend because we

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understand what you need probably more

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than you do, which, you know, the 80% of the population isn't going to

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the gym, They really, I would say most of them don't have a clue.

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You only get the education if you dig into it. And

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then what do you guys— give me a couple success stories,

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whether that's with HVLp actual brands or

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how many people have you been able to get onboarded

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as a percentage of their health club population

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or you know, what— or any kind of revenue that

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they're sharing that's material, if that— yes.

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So we do, you know, a rev share. And kind of

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referencing back with InShape again, for, for them,

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we penetrated about 3%

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of their entire population. Okay. They have,

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let's say, 300,000 to 500,000, and Through

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that, that was a, for them, that was a very successful campaign as

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well. Because email, I think, in the health club system

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is, nobody pays attention to it. You go

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in, so they were really excited about that. Once that kind

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of, they saw that the potential there, it really led to

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a more, let's ingrain this. How do we really get

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our personal trainers involved in this? How do we get the front

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desk people, the places where there's the touch

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and, you know, being able to hand out the information in a way

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that isn't, oh hey, I'm interested in GLP-1s. It's like, nah,

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I'm interested in the programs Korb's offering. Well, hey, here you go.

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You know, and it's, we do a lot of education with them as much

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as they'll let me. I will work with the trainers, the staff, you

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know, we've part, not really partnered, but I will put them in front of other

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different organizations that are providing GLP-1 certifications,

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I really feel like the trainers right now that take this on

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and just add it to their repertoire of

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information that they're able to divulge to their clientele,

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there's a huge gap because it was a fear that

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they're going to lose all their customers. But from what we're

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seeing, people get excited. You lose 30,

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35 pounds you never thought you could. They're not thinking,

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well, I'm just going to add it back on. They're thinking, all right, I want

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to keep heading down this path. Now, again, it's not everybody,

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but the ones that do— again, if we're looking for 3,

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4, 5% swing in an industry that hasn't seen

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that kind of a boost in, in a while, that's a, that's a big

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tide. I think to, to look at these folks as

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a whole new potential market. Gotcha.

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And then explain to the, the audience

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here, you know, when you say you're doing telehealth,

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what's the intensity? And they, you know, do you set

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up weekly calls with people? Is it more of like

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a hotline? Is it a drop ship of, of products? Obviously

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I looked on your website, so you got other

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services and treatments related to hair growth and

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erectile dysfunction, all those types of things. So are you

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leading in the clubs with the GLP? And then once somebody

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becomes, quote unquote, a member of KORB or a client of KORB,

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what does that look like? Yeah. So

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one of the things, I think the differentiating factors, there's a

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bunch of them out there and you referenced at the beginning, the Hims and Hers

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and the Rows and the big dogs in the park. We don't

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have contracts, no membership fees, so you're on a month-to-month.

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The first time when you come in, you do a 30-minute consultation with one of

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our providers. So on intake, they're gonna

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qualify you to be on or off the program. So

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they do all virtual, like what we're doing, so they can actually kind

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of see the person. It isn't done through kind of a text or,

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yeah, I weigh this and this and send me the drug, and I've never seen

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anybody. So that's really one of the things

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that I feel makes us very strong in this marketplace is

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that our patients stay around

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10 to 12 months. And that isn't necessarily because

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we're wanting them to, it's that the quality of care around

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it is leading them to the weight

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loss in the right way. You know, when you're meeting with a provider, just like

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if I, I would call you every month, Pete. We'd have our, our

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check-in. Hey, how are things going? A lot of people,

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again, do think, hey, I just— the drug isn't working. Well, hey,

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have you changed your eating habits? Are you doing any movement?

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Well, no. So through this provider

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relationship, you know, they're not going to ramp up the drug just to get the

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weight loss if you're not doing any of the other parts to help with it,

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because otherwise you're just going to end up feeling sick, 'cause you have too much

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of the medication going on, your body isn't going to be able to adapt.

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So there's a personal relationship, again, which for me, coming from the

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fitness industry, it's just like that personal trainer. You build a

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relationship with them, you're able to share, you meet with the same provider month

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to month, so the guidance is really

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there. Yeah, and how much of this is being

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reimbursed by their health insurance plans? So

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we're cash pay. Um, okay. And because of that,

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you know, we do compound, we do the name brand if you want it,

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but just to kind of stay out of the stickiness of

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insurances dealing with this, we have come out on

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this and we, you know, we're very competitive on the pricing and we do

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deals and contracts with our large corporate partners to be able

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to handle this. You know, we also kind of work in other verticals as well,

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so we within education and schools. You know, they

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just— first of the year, an article came out that all insurance companies were

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removing weight loss drugs from insurance.

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And it's like, if you've been on it for 6, 8 months and now all

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of a sudden you don't have access to it, that's a pretty

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big bind to be in. Yeah. And how are you dealing

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with— look, the market's kind of like the Wild West, it feels

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like, when it— when, you know, going online to say like,

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hims and hers, we could drop ship. GOP, there are guys

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out there doing all sorts of

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ED drugs that I'm seeing, like $7 a pill or I don't even—

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$0.70. I don't even fucking know. I don't even know what country the

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shit comes from or where they're drop shipping from. But how do you kind of

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maintain— you're not in the market

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to be necessarily the low-cost I'm not just dropshipping

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you pills. I'm actually like, we got a relationship here and I'm

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investing in that relationship. So how are you

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feeling about the price point

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and the margin and the level of care

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and kind of cascading that into getting results and not just getting

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like a drop shipment in your mail? That's a

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solid point. And I think in a lot of these, I joke because I'm on

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a Facebook group, there's like 60,000 people on it for

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GLP-1s. And it blows my mind what people will

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shoot into themselves because it was cheaper, right? $50,

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$60. I'm like, because that, that scorpion on the bottle would be the first

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reason I would probably not use it, you know? I'm like, where are you getting

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this stuff from? So we, you know, we've partnered with two of the largest,

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um, pharmacies, compounding pharmacies in the country. They're

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vetted, they've been around for a long time. And I think that's one of the

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biggest misconceptions that's out there. Compounding has been around

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for a very long time. And it was

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very, very popular when the drug wasn't the number one selling

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drug in the world. You know, I think penicillin at one time, they ran

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out and they had to go to compounders to help make sure they had enough

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to be able to get it. So it's been around,

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but now because I think of the volatility of the pricing and all this

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stuff, it— they were able to turn it into a

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negative instead of a positive. So where the drug's coming

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from is definitely a big reason of you need to vet

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out who you're getting this stuff from. But also, you know,

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we've done that, and that's again where I think the

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bigger players in this game are doing it the right way. But

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there are a lot that, that aren't. And you're right, man, you— your

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feed You talk about it for 5 minutes and then you get 700

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posts a day on all the different things you should be taking.

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This is Pete Moore. Here's the last tip for you of the podcast.

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We are partnered up with a company called HigherDOSE,

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00:20:15,930 --> 00:20:19,290
higherdose.com. They are the leader in

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00:20:19,530 --> 00:20:22,490
workout recovery products, infrared technology,

323
00:20:23,210 --> 00:20:26,660
LED light masks, neck enhancers, and

324
00:20:26,900 --> 00:20:30,620
other products such as PEMF mats and sauna

325
00:20:30,620 --> 00:20:33,860
blankets. If you have not gotten on the workout

326
00:20:33,860 --> 00:20:37,300
recovery train yet, your time and your stop

327
00:20:37,460 --> 00:20:40,979
is now. You gotta get these products in there before these workout

328
00:20:40,979 --> 00:20:44,180
recovery and spas end up saturating your market,

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00:20:44,580 --> 00:20:48,380
having your members. Walk outta the club and going into. One of their locations for

330
00:20:48,380 --> 00:20:52,090
$200 per month. Whether they're paying $39 to you,

331
00:20:52,410 --> 00:20:56,050
let's become an expert in workout recovery. If we are already

332
00:20:56,050 --> 00:20:59,850
an authority in workouts, HigherDOSE, check it

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00:20:59,850 --> 00:21:03,370
out. There's a wholesale code and we look forward

334
00:21:03,530 --> 00:21:07,330
to helping you augment your products and services to meet the

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00:21:07,330 --> 00:21:11,130
demands of your members. And hey, let's get people happy,

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00:21:11,130 --> 00:21:14,970
healthy, and sweating, and the recovery should be just as good as

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the workout.

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And then what's your thoughts on some of these,

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you know, oral intake of

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GLP pills? Do you see those being—

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the efficacy of those? Do you think that that's the same

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efficacy, or do you think that that has some shortcomings to it?

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People are going to want it because they don't want to take shots. That, that

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is the number one. And right now it's so

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muddy that nobody really knows what works. We,

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we do know that the, the low dose that you kind of start on with

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the, the name brand drugs that are out there,

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you're not going to have any weight loss even though you're getting it at a

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dirt cheap $45 a month. I think I see it, you know,

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but it goes up incrementally month to month. But by the time you get to

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the dose that you're actually going to lose weight from, you're back at $300,

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$400 a month because they know what it takes

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to get there. And, you know, oral, you're going to lose a lot of,

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a lot of the, the drug through as it processes its way through the

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system. So yeah, it got you. I definitely was

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joking around about 5 years ago and I'm like, I think everybody

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eventually will be shooting themselves with something because

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needles are around way more than they ever have been before.

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Gosh, maybe we should buy a needle company. That's not my

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thing. I used to need to get a gift from my mom after I got

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a shot on anything from Toys R Us.

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What's the

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genesis behind the Corb? C-O-R-B is the

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name of the company. You know,

365
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there isn't really an amazing—

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name behind it. They— so Brock Rush is the, the

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CEO of the company. This is his 7th venture in,

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in the pharma world. Um, they knew what they wanted to do but

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didn't have a name, and I'm not 100% sure where it came up, if it's

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an acronym, if it's his kids' names, or exactly

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how exactly they went about getting the name. But, uh,

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it's That, that's actually how I got

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involved in this, is that Brock was actually a client of mine at

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the CrossFit in Austin during COVID and I was already kind

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of into this stuff, the peptides. You know, I like to

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see what's out there, and I also like to be my own guinea pig. I'm

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not going to tell somebody to try something if I don't have a clue. So

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we talked about it a lot, and then he went away for a little bit,

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came back, and he's like, hey, I'm starting this medical wellness company.

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It's got to be the reverse of his name, like B-R-O-K,

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and kind of somehow just the

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00:24:02,660 --> 00:24:06,260
inverse of that. So that's why I asked if there was something behind

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00:24:06,260 --> 00:24:09,820
it. Sometimes it's interesting. There was a guy I remember—

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00:24:10,060 --> 00:24:13,740
just. As a quick story for our audience, there was an investment

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00:24:14,060 --> 00:24:17,420
bank, and the name of the investment bank was

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00:24:17,580 --> 00:24:20,750
started by a guy, last name was Goldsmith.,

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00:24:21,230 --> 00:24:24,870
and he didn't want people to think that it was his own firm, so

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00:24:24,870 --> 00:24:28,510
he wanted to come up with another name. So he basically sat down, I think,

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00:24:28,510 --> 00:24:31,790
with a bottle. The story goes he sat down with, like, a bottle of whiskey,

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00:24:31,790 --> 00:24:35,470
and he started opening up the dictionary, and the first word that he came

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00:24:35,470 --> 00:24:39,270
to that he really liked was agio. A-G-I-O. So the

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00:24:39,270 --> 00:24:42,550
name of his investment bank was called Goldsmith Agio. There was

393
00:24:42,550 --> 00:24:46,350
no agio except from the encyclopedia, but I always thought that was

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00:24:46,350 --> 00:24:50,070
a good name. Yeah, well, we came up

395
00:24:50,070 --> 00:24:53,870
with Integrity Square. I used to live in Union Square, and this girlfriend

396
00:24:53,870 --> 00:24:56,870
at the time had given me a rock that had the word integrity on it.

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We used to say, yo, bro, I'll meet you at the square. So we

398
00:25:00,870 --> 00:25:04,310
just combined, combined the rock with the location. Now it's Integrity Square.

399
00:25:04,310 --> 00:25:08,110
So anyway, well, look, I love what you guys are up to.

400
00:25:08,110 --> 00:25:11,390
You know, I think it's going to take a lot of work to educate

401
00:25:11,390 --> 00:25:15,080
the consumer and to also have the health

402
00:25:15,080 --> 00:25:18,880
club operator, for all those health club operators that are listening,

403
00:25:19,040 --> 00:25:22,680
to really understand and digest the fact that you are

404
00:25:22,680 --> 00:25:26,320
the authority in your 20-minute radius. And you do

405
00:25:26,320 --> 00:25:30,080
have these relationships that could go very, very deep

406
00:25:30,080 --> 00:25:33,760
and impact your members to the point where they could get

407
00:25:33,760 --> 00:25:37,040
better results than they've ever gotten before if they're on a

408
00:25:37,360 --> 00:25:40,560
program. And partnering with guys like you is not a threat, it's an

409
00:25:41,290 --> 00:25:45,050
opportunity. And the more members you have that lost weight and that look

410
00:25:45,050 --> 00:25:48,370
good and feel good, you know, used to be you sat around the water cooler,

411
00:25:48,370 --> 00:25:52,130
you talked about what Netflix show you watched or, you know, what

412
00:25:52,130 --> 00:25:55,450
you did on spring break. And now I feel like the only thing that people

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00:25:55,450 --> 00:25:59,250
do around their water cooler or have talking about is like, what

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00:25:59,250 --> 00:26:02,890
workout program you doing? Or like, what, you know, what supplements you taking?

415
00:26:02,970 --> 00:26:06,370
So, yeah, like the market's there and it's top of mind and that the referral

416
00:26:06,370 --> 00:26:10,220
network is going to be more and more robust. Of, hey, I

417
00:26:10,220 --> 00:26:13,140
want to look like you, or, hey, I want to get on your program. And

418
00:26:13,140 --> 00:26:16,940
that's where I think a lot of the growth of the industry is going

419
00:26:16,940 --> 00:26:20,740
to happen. So appreciate what you guys are doing. Yeah. So

420
00:26:20,740 --> 00:26:24,340
we'll get the show notes up. We'll get people access

421
00:26:24,540 --> 00:26:28,380
to what you're doing. And if we could be helpful in introductions or getting

422
00:26:28,380 --> 00:26:31,780
it out there, we're big proponents of trying to get people to live

423
00:26:31,860 --> 00:26:35,410
a Halo lifestyle. And I think this is definitely front

424
00:26:35,410 --> 00:26:39,130
and center in how to make that happen and fast-track it. So thanks for

425
00:26:39,130 --> 00:26:41,690
coming on, bro. Thank you guys, man. Really appreciate.

426
00:26:51,210 --> 00:26:54,930
It. This is Pete Moore on Halo Talks, your captain speaking. I

427
00:26:54,930 --> 00:26:58,530
am the founder and managing partner at Integrity Square. We've been

428
00:26:58,530 --> 00:27:02,350
around now for 15 and one-half years. We have been

429
00:27:02,430 --> 00:27:05,830
helping people like yourselves get capital through mergers

430
00:27:05,830 --> 00:27:09,470
and acquisitions, consulting, strategic advice in the

431
00:27:09,470 --> 00:27:13,190
health, active lifestyle, and outdoor halo sector, trying

432
00:27:13,190 --> 00:27:16,510
to help as many entrepreneurs as possible get to the next

433
00:27:17,069 --> 00:27:20,510
level, take that inflection point, and be the force behind your

434
00:27:21,070 --> 00:27:24,670
growth. We are helping companies that have at. Least $3 million

435
00:27:24,670 --> 00:27:28,240
of EBITDA, around $10 million of revenue,

436
00:27:28,240 --> 00:27:31,600
and we are positioned to help you get institutional growth

437
00:27:32,320 --> 00:27:36,120
capital or to negotiate deals with strategic partners.

438
00:27:36,120 --> 00:27:38,006
If you go to.

439
00:27:39,920 --> 00:27:43,520
Integritysq.Com/Isq, you can. See our capabilities deck. Happy to set up a consultation at

440
00:27:43,520 --> 00:27:46,920
any time. That is free of charge, and we look forward

441
00:27:47,080 --> 00:27:50,720
to helping solve obesity, loneliness, and

442
00:27:50,960 --> 00:27:51,610
diabetes. Go, Hayden!