Forbes October 15, 2021
Consumers are more empowered than ever to take their health and wellness into their own hands. The mass adoption of wearable devices and the proliferation of consumer health data services provided the basis of this emerging do-it-yourself (DIY) health movement. Laila Zemrani refers to this confluence of consumer technological advances and healthcare trends as the era of the Quantified Self. She and her cofounder, Çağatay Demiralp, started Fitnescity, “a platform that offers various lab tests for fitness, nutrition and general health.” The New York City-based startup recently launched a new partnership with Quest Diagnostics and brought on Devon Kennard, an American football linebacker for the Arizona Cardinals of the National Football League (NFL), as an investor in the company.
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