The Naked Truth on the “dot fit” TLD tld

Farhad is the Founder and CEO of Naked Labs. Inspired by his life-long dedication to fitness and technology, he set out to create the only fitness tracker that gives you a full picture of how your fitness and lifestyle choices affect your body.

Prior to founding Naked Labs, Farhad held several business/product management and engineering roles in the semiconductor industry. Most recently at Maxim Integrated, he led the Wireless product line as Director of Business Management, serving both Automotive and Consumer markets. Farhad is also an avid cyclist and a certified spin instructor at Bay Clubs.

Sully: My first question, for those that don’t know, what is Naked and what does it do?

Farhad: Naked is the world’s first home body scanner–Naked is a full-length mirror embedded with Intel RealSense 3D sensors. When you step on our scale/turntable, you rotate 360 degrees in 20 seconds, allowing the sensors to capture your accurate volumetric body model. From this body model, we are able to extract accurate measurements, calculate body fat %, and provide you with a progress map showing where you are gaining/losing muscle and fat, all of which is accessible from our companion app for iOS and Android. You can also set and track goals and create time-lapses of your body’s changes!

Sully: Where did this idea come from?

Farhad: Fitness has always been important to me, so even while I worked as a business director at Maxim Integrated (Nasdaq: MXIM) prior to founding Naked, I was adamant about keeping a work-life balance and was a part-time spin instructor at the Bay Clubs. I saw first hand the influx of new members each January, then the 80% dropout rate after only six weeks. I also realized that people who saw visible progress were much more likely to stick with a regimen or a diet. The issue was that even though the newcomers to the gym were making good progress, it was not reflected on a scale (weight without context is meaningless) or in the mirror (subtle changes are difficult to see with your own eyes), and they quickly lost motivation. With this observation, I met up with an old friend, Ed Sclater and founded Naked Labs, with the mission to inspire health through honest insights and motivate behavioral change by helping people visualize progress much faster and more accurately than what you can see on a scale or in a mirror.

Sully: The company selected the .fit tld for the domain name Tell me what went into your name selection and why .fit was chosen over a .com name.

Farhad: We knew that we wanted a short, memorable domain name to make it easy for people to find us. Having a product name like Naked meant that a lot of the domains we were interested in were already taken, and we wanted to brand with the product name (rather than company, which is Naked Labs). When we saw that was available, it was a no brainer! We are a first-of-its-kind product with an already playful name, so it just made sense to pick a domain name that broke away from the ordinary.

Sully: How have customers reacted to the .fit tld. While it seems to be a perfect, natural fit, has it caused any confusion being a newer tld?

Farhad: Surprisingly, there has been minimal confusion. People think it’s a pretty cool domain, and we’ve received a lot of compliments. Sometimes people get confused and say, so I should email you at ““? But, overall, it’s been manageable and easily corrected.

Sully: Naked is available for pre order right now. When do you expect it will ship?

Farhad: Naked is expected to ship in March 2017.

Sully: What advice do you have for others that are considering launching their business on a new tld such as .fit?

Farhad: Since so many new businesses are popping up on the internet, clean and professional domains that end in .com are becoming rarer and rarer. We’ve seen a lot of companies launch with unique domain names like ours, such as camera companies using the .camera domain. We’ve also recently noticed an increase in companies rebranding their websites using creative domain names, such as venture capital firms using the .vc domain. We encourage businesses to take the risk and go with the new tld! Soon enough, using new tlds will be the norm, and you’ll be considered ahead of the curve for your decision.

Organic Domains – Do you qualify?


Roland LaPlante, Chief Marketing Officer of Afilias, spoke to me in the past about .INFO being the forth most popular domain gTLD in the world. Today, he shares the current outlook on .ORGANIC and what qualifications are needed to own a domain with the TLD.

Mike: Describe for me how .ORGANIC will be seen as the exclusive online destination for members of the organic community.

Roland: While many companies and organizations associate their business with “organic,” there has been no easy way for consumers to identify the ones that are truly in the organic business. They would have to dig into these organization’s web sites to determine their authenticity. Until now! Today, companies registering for a .ORGANIC URL will only get the URL if they pass our verification process. For example, if a farm is USDA Certified, we will check with the certifier to ensure that they are really certified.

Over time consumers will have two reasons to know that EVERY .ORGANIC site is authentic. First, their experience will tell them they are visiting a community member. And second, search engines will begin to rank .ORGANIC sites higher as they become recognized as authoritative and authentic. The growing importance of the organic market coupled with the careful .ORGANIC verification process will enable .ORGANIC to stand apart as the real deal in the organic business while making it easy for consumers to identify and find truly organic goods and services.


Mike: How is registration going for .ORGANIC?

Roland: This URL has only been made available for a few weeks and we have already received hundreds of registrations. Some prominent members of the organic community have embraced this protected new space and plan to have sites up soon. These include:

  • Rodale Institute
  • Stonyfield
  • Applegate
  • Bitsy’s Brainfood
  • NibMor
  • OMRI: The Organic Materials Review Institute


The .ORGANIC team was at the Natural Products Expo East 2014 in mid-September, one of the biggest trade events for the organic community on the US East Coast. .ORGANIC was enthusiastically received by both the exhibitors and attendees – many went back to their business teams at home with plans to deploy their own .ORGANIC sites.


Mike: Would you recommend that existing businesses pick up a .ORGANIC domain to supplement their existing site? If so, why?

Roland: Absolutely! A .ORGANIC web address is one of the most powerful differentiations an organization in the organic industry can leverage to build awareness, credibility, and consumer interactions. Having the word “organic” in an organization’s URL really says it all when it comes to branding and reinforcing your “organic-ness.”. Imagine having the word organic in every email, every package, every ad—everyplace an organization uses to get the word out. A .ORGANIC address makes every communication work harder to differentiate an entity as authentically “organic.”

Beyond branding is the ability to capture whole organic categories. Since the .ORGANIC top-level domain is still new, many great generic terms are available. A great example: Alpine Valley Bread just registered “,” thereby establishing themselves as THE place on the web to purchase and get information about organic bread and bread making! Participants in every organic category are now looking to see if they too can get a good generic name (note—they must be verified as eligible and must use the name in conjunction with the term they register).


Mike: Do you believe consumers are adapting well to the new TLDs and will .ORGANIC integrate well?

Roland: A recent research shows consumer trust is growing in new TLDs: the number of people stating that they would only put faith in heritage domain names dropped from 54% in 2013 to 39% in 2014. Moreover, 18% stated they would prefer to buy from a branded domain, e.g. “shop.adidas” over “,” up from 13% last year. What’s even more interesting is that 13% would feel that brands are “behind the times” if they were not using branded domain name extensions. Consumers “get” the purpose and benefits of new TLDs and I am confident we will begin to see a shift in consumers’ behaviors once companies start building out their sites on these new TLDs.

Specifically for .ORGANIC, it is such a natural fit with and a much needed differentiation for members of the organic community. We have every confidence that consumers will quickly embrace the new .ORGANIC domain as they see how easy it is for them to find and access web sites of verified organic community members.


Mike: Where do you see .ORGANIC in a year from now? 5 Years from now?

Roland: The .ORGANIC domain extension is the logical next step for the organic community. In addition, we expect it to really be a game-changer and will grow very quickly in the next 12 months. Qualified organizations who don’t have a web site on this domain will soon be seen as behind the times. Further down the road, say 5 years from now, .ORGANIC will become the standard in separating the “real” organic companies from the rest. Qualified organizations will simply be expected to have a web site on the domain.