A new, Los Angeles-based startup, FitSwoop announced this morning that it has launched a new, health and wellness experience booking app. According to the company, its new app provides users access to fitness studios and wellness centers. The company says its new app is free to download and use. The startup was founded by Madeline Wolkove, who the company said spent 20 years at such companies as Nestle and Wm. Wrigley Jr. Company, with its CEO being Susie R. Lecker, previously Chief Brands Officer at Mattel and EVP Global Licensing at Spin Master.