Ethan’s story is one of reinvention. Born in Queens and raised in New York, he began his career in corporate finance before taking the leap into startups—becoming CFO of a crypto gaming company by his late twenties. But the grind came with a cost: by October 2023 he was 85 pounds heavier and pre-diabetic. A small moment—struggling to tie his shoes on a Manhattan sidewalk—became the wake-up call that shifted everything.
Ethan stepped back to focus on his health, rebuilding from simple, consistent habits like drinking a glass of water each morning. Along the way he found community through pickleball and running (he’s now training for the NYC Marathon). That journey inspired him to launch WeFit Labs: a social fitness platform that rewards consistency over intensity, connects to wearables, and uses gamified challenges and real-world community to keep people accountable.
In this episode of The Startup Line, we dive into:
Ethan’s path from corporate finance to startups
The health scare that forced a reset
Why small wins matter more than quick fixes
How community drives accountability and lasting change
Ethan: https://www.linkedin.com/in/ethan-noblesala/
WeFit Labs: https://www.wefitlabs.com/
