Fitness Through Exercise Science - Q & A with Dennis Schmitt, CEO of Nurotech

Dennis Schmitt founded Nurotech with the goal of elevating the efficiency of fitness through exercise science. A disabled veteran, Schmitt discovered Electro-Muscle Stimulation was an invaluable tool in his rehabilitation efforts, enabling maximum results while limiting the impact on sensitive joints, ligaments and tendons. 

The Nurotech Functional Impulse Training & Rehabilitation (FITR) system combines Neuromuscular Electrical Stimulation (NMES), Functional Electrical Stimulation (FES) and Transcutaneous Electrical Nerve Stimulation (TENS) in a full-body wearable Smart Suit. Those who wear the suit receive electrical stimulation to both sensory nerves and muscles.  

Nurotech's FITR system includes a CPU that attaches to the smart suit, interpreting and processing data to form optimal wave forms, pulse widths and frequencies. Software for the system allows trainers to develop custom fitness and recovery programs to track strength, endurance, toning, flexibility and recovery. 

We've asked Dennis to answer some questions about how he's working to expand the use of Nurotech's Smart Suit in the world of fitness, defense and space. 

How did you identify the need for a wearable integrated training system that utilizes electrical stimulation, and what kind of leadership and expertise did you seek in developing Nurotech's Smart Suit?

As I was training in Europe and researching various products, I noticed some serious limitations to the technology.  I always asked myself, “What if…”  Some products, for example, are designed for clients to share vests after use.  While they would be sprayed down, that just wouldn’t work for the American market and our hygienic consciousness. Another example: most products were wired into a device, thereby limiting range of movement for exercise. Some products were limited to one trainer-client pair at a time rather, than the 1:10 group training our platform provides. 

I worked to develop solutions to all of these problems, consulting thought leaders from backgrounds in engineering, biotech, manufacturing, physical medicine and other specialties. I worked closely with the first EMS wearable manufacturer to design our system. I utilized all of the expertise available combined with my own experience to design the FITR System. I’ve created a wearable that not only reads the body, but performs a vital function that sets the bar for wearables in the future.     

1. What is the biggest challenge Nurotech faces in educating trainers and institutions about the advantages of your system?

Market education is the biggest challenge we face at Nurotech. Historically, there have been so many EMS devices on the market that made false claims and lacked scientific backing.  To fight this very real problem, we teamed up with reputable professional organizations, universities, scientists, engineers and doctors to re-educate the market in the proper use of EMS technology. We strive to set the standards for the proper use and education.  We are working with the the National Academy of Sports Medicine and the Sports and Fitness Industry Association to reshape the understanding of this market.

Beyond that, we need to educate trainers and assure them that he FITR System is not a replacement for the trainer. It is a tool to maximize the efficiency of their clients’ training and time, providing a higher level of ROI for the trainer.    

2. When you hire for your team, what are the most important characteristics necessary to demonstrate the lifestyle benefits of a next-generation wearable device? 

We strive to build a team that combines diversity with innovation across the many areas our product can enhance. Our FITR system can be utilized in so many applications, from the novice starting out on their fitness journey to the professional athlete looking for the extra edge. Whether you are a 20-year-old staying in peak physical shape, or a 60-year-old trying to regain or maintain your physical ability, both men and women looking for specific fitness goals can find their solution with the FITR system.  Our team needs to reflect these differentials, express them to others and find ways to continue building Nurotech towards inclusivity.  We aim to provide an exclusive, inclusive experience.   

3. Which industries have shown the greatest interest in Nurotech's product line? How have you been able to leverage the experience of early adopters to serve as thought leaders in a changing landscape of functional training and rehabilitation? 

We have had great success building out verticals in multiple industries.  Fitness is an immediate industry where the FITR system can provide amazing results for our clients. Technology has finally caught up to provide a technical solution that can solve everyone’s fitness goals. 

To that end, we are working with fitness leaders and influencers that have come up with some great ideas.  The key to the landscape changes that we provide comes from listening and utilizing their feedback. For example, we’ve made software changes for a more friendly user interface application based on that direct feedback.  We’re always upgrading.  

As a former Marine, and a disabled vet, I have naturally gravitated towards the defense industry. I’ve had previous success owning a defense contracting company.  There are multiple military applications for the full life cycle of the soldier, in terms of benefits that the FITR System can provide.  We directly address Congressional mandates passed down to the military for recruit retention. We provide solutions for deployed military personnel around the globe, while decreasing the footprint and logistical costs that the military faces.  Our traction in defense is significant.    

The medical industry has some very high value potential market opportunities. We have established traction with some great industry leaders in various fields of medicine. Due to FDA regulations, we cannot speak of all we would like to right now. The Nurotech team has developed clinical trials for multiple medical applications identified by various doctors and professors, and we are going to get there.

Clinical trials will take 3 to 4 years for us to complete. Next, we have the white papers published and receive CMS codes.  Long-term, this will be the biggest impact for the FITR System. At the same time, it’s the longest vertical to build out.  We have a measured, calculated approach that shows long-term growth and sustainability for the company.

4. Where do you see Nurotech's greatest opportunity to dramatically alter an industry? 

When I went to the VA hospitals and demonstrated the system, the Chief of Staff wrote us and stated that we have a “revolutionary product.” When I spoke with military leadership at Central Command, they stated that we have the solution for very particular problems they were looking for that were mandated by Congress. I receive literally thousands of inquiries from fitness franchise owners wanting to convert to our model because we check off 19 out of 20 of the future fitness trends. 

And then there is the wearable market, which has a 76.6% CAGR that is made up of wearables that mostly just read the body. They do not perform a function in the way out FITR System des. It is easy to see that we are disruptive, and I always tell my team that Nurotech is an evolution, not a revolution. We use technology to be more efficient and improve solutions to problems that already exist. Our clients have identified them.

The key is having an organized, systematic way to achieve the evolution. If the FITR system doesn’t currently create the solution the client needs, then we turn that over to R&D. It is all in steps, which is why we have constructed a very detailed and phased approach with specific teams to enter our market verticals.  As CEO, it is my job to support them in achieving the overall goals of the company. We believe Nurotech will be the leader in wearable technology, making health more efficient and accessible for everyone.   

5. What do you look forward to in terms of marketing practices? How do you plan to emphasize the all-in-one value of the FITR System within these market verticals?

We have met with various marketing companies to discuss strategies and costs. We are increasing our online and social media presence. We’re joining industry organizations to raise our company profile. We’re conducting university research for publication and attending trade shows in all industry verticals.

Following market launch, we know that our greatest marketing tool is our online application. It comes with online gym subscription and online continuing education units.  We have designed the FITR system to collect data and act as our CRM, but we are not in a position to launch that just yet. We say that the data is as important as the commodity itself. In terms of marketing, we developed a product that helps us identify market needs on its own and can directly interact with the client as a wearable garment.  We know that is huge, and that is a big part of what the capital raise is for.        

6. As Nurotech's products gain more widespread use, what kind of internal growth do you anticipate becoming necessary to serve new markets?

We are in constant contact with clients and practitioners. We rely on their expertise for expanding the indications of use for our product. In order to deliver to their market needs, we will need to grow our research and engineering team, our sales and marketing personnel, and bring on data analysts.  Our data is a very valuable commodity and truly informs our growth.       

 7. What are the hallmarks of an "influencer" who can credibly raise the profile of Nurotech and broaden the appeal of training with electrical stimulation?

There are many different types of influencers.  We look at cultural figures with broad market appeal, or influencers with a particular niche market appeal.  We first identify if this influencer has the trust of their followers. Do they possess a unique knowledge or skill? We try to determine how they would best impact brand recognition and then revenue. 

We have learned throughout this process and worked with brand ambassadors in the sports and entertainment worlds, as well as doctors and organizational leaders.  We want to ensure that our influencers match the capability of the product. That means being inclusive of all generations. We have quickly come to realize that the best influencers are the clients themselves.