Dr. Kyra Bobinet to Keynote Concierge Medicine Forum and Debut New Between-Visit Platform for Clinicians

Fresh Tri Pro brings a CDC-validated habit-science engine to benefit both patients and clinicians.

FELTON, Calif., Oct. 8, 2026 /PRNewswire/ -- Fresh Tri, a neuroscience-backed behavior change company, today announced the launch of Fresh Tri Pro, a clinician-led platform that helps patients build durable behavior change between office visits. Fresh Tri Pro will debut at the 2026 Concierge Medicine Forum (CMF) in Atlanta. Dr. Kyra Bobinet, a behavior change designer and the founder/CEO of Fresh Tri, will deliver a keynote, "The Hidden Neuroscience of Lasting Behavior Change," on Oct. 16.

Fresh Tri Pro extends Fresh Tri's core habit-science engine — already used by patients as a mobile app for iOS and Android to build evidence-based, daily health habits — into a version built to scale physician care of their patients in-between visits. The Fresh Tri platform is grounded in research on the habenula — a region of the brain that controls motivation and mood — and has been validated in a randomized controlled trial with the CDC, alongside multiple peer-reviewed studies. Dr. Bobinet's innovation has drawn coverage in the Wall Street Journal, on Fox, at TEDx, and on Good Morning America.

The launch of Fresh Tri Pro responds to a gap Fresh Tri has tracked since its founding: physicians are increasingly accountable for outcomes that are decided by what a patient does between visits. But standard short visits don't change behavior, and most clinicians have no evidence-based way to influence that. Fresh Tri Pro gives physicians a way to extend care into that space without adding to their own clinical workload.

Most conversations about behavior change center on willpower, but Dr. Bobinet's keynote address will unpack the brain science that actually governs whether change sticks or not. Her work centers on the habenula and on what she calls the "iterative mindset" — a novel, peer-reviewed approach with superior retention, outcomes, and data.

"Fixed goals and endless tracking was never the right lever," Dr. Bobinet said. "Once physicians understand what's actually happening in the brain, why a habit sticks or doesn't, it changes how they will practice, and enable them to be more effective at enabling durable patient behavior change.."

Michael Tetreault, founder of "Concierge Medicine Today," an independent trade publication, and host of CMF says: "Dr. Bobinet's work speaks directly to what concierge physicians are already trying to build: Care that actually changes what patients do, not just what they're told to do. We're thrilled to have her keynote CMF this year."

Fresh Tri adapts to whatever behavior change a patient's care plan requires — supporting weight and metabolic health, diabetes and cardiometabolic risk, cardiovascular disease and hypertension, stress-related and mental health conditions, and post-procedure recovery and adherence. In weight-focused populations, Fresh Tri functions as a GLP-1 companion, a GLP-1 alternative, and a GLP-1 off-ramp. Learn more at freshtri.com.

Fresh Tri Evidence

• Fresh Tri delivered 73% patient retention at 12 months
  Compared to the National Diabetes Prevention Program (DPP) average of 26% in a randomized clinical trial
• Fresh Tri users reported an average 7.3% weight loss
  Surpassing the 5% clinical benchmark for lowering chronic disease risk.
• Over 1 million people have engaged
  in Fresh Tri's evidence-based in-app health habits, spanning eating, movement, stress, and mindset
• Fresh Tri proved statistically superior in long-term weight loss
  Compared to the National DPP in a randomized clinical trial

2026 Concierge Medicine Forum (CMF)

When: October 15–17, 2026
Where: Forsyth Conference Center, Atlanta, Ga.
Format: Three days, 30+ speakers, breakout sessions, exhibitor hall, pre-conference workshops
Registration: Starting at $269.95; early-bird rates from $179.95
Register: https://conciergemedicinetoday.net/live-events

About Kyra Bobinet, MD, MPH

Dr. Kyra Bobinet is a physician-scientist, public health leader, and behavior designer recognized globally for her pioneering work in the science of motivation and human behavior. As the world's leading expert in the applied neuroscience of the habenula, the brain's "motivation control center," Dr. Bobinet has spent more than three decades uncovering how this tiny brain region governs our ability to sustain effort, manage failure, and achieve lasting change. Her groundbreaking research and clinical experience converge in her latest book, Unstoppable Brain: The New Neuroscience That Frees Us From Failure, Eases Our Stress, and Creates Lasting Change, introducing a revolutionary approach to behavior change; the Iterative Mindset Method™. Through her work as founder and CEO of Fresh Tri, she has guided millions toward mental, physical, and emotional well-being, building a bridge between modern neuroscience, public health, and human empowerment.

About Fresh Tri

Fresh Tri is a behavior change company that empowers individuals to build lasting healthy habits through a science-backed habit building app, mindset coaching, and neuroscience-based design. The Fresh Tri platform is used by employers, health systems, and individuals to promote sustainable health change, reduce burnout, and improve outcomes—without relying on shame, endless tracking, rigid goals or perfectionism.

SOURCE Fresh Tri