Dave Asprey’s Biohacking Facility ‘Upgrade Labs’ To Franchise


SANTA MONICA, United States — Upgrade Labs, the brainchild of famed biohacker and Bulletproof founder Dave Asprey is set to franchise its business model, as biohacking continues to make its way into the mainstream market. 

Speaking to Club Industry, Amanda McVey, VP of Experience and Programming at Upgrade Labs told the publication the first franchised location is expected to open in 2020, with a focus on brain and recovery.

“It’s not our goal with this to go after sweat. That is well owned and being done really well. We don’t feel the need to enter the sweat space, but we do plan to enter recovery and brain,” she revealed.

As the world’s first biohacking health and fitness facility, Upgrade Labs data-driven technology uses measurable and trackable results, all driven by science, with the goal of optimizing personal health. Its onsite technologies aim to help members reach their highest level of physical, cognitive and cellular performance through unique training and wellness programs.

Read More: The Global Biohacking Sector Is Booming As Major Investors Back Quest for Immortality

The brands two existing sites, in Santa Monica and Beverly Hills offer physical and cognitive training, as well as a collection of wellness treatments aimed at improving overall recovery and mobility. IV drips, stem renew therapy and lab testing are used to optimize biomarkers, which show lower levels of inflammation, improved cognitive function, quickened muscle growth and optimized hormone levels. Memberships at the two facilities are approximately $500 per month.

“I created Bulletproof Labs with the dream of sharing biohacking technology that has completely changed my life and will change the lives of many more to come,” explained Dave Asprey, CEO and Founder of Bulletproof in a statement last year. 

“It’s possible to improve more quickly than Mother Nature intended. I’m thrilled for Upgrade Labs to reach more people,” he added.

With the current cost of opening a facility between $1.5 to $2 million, due to the technology being used, to scale the model more effectively Asprey has decided to make it more affordable for potential franchisees, McVey told Club Industry. 

Planned franchised locations, which are projected to span around 2,500 sq ft will house select pieces of equipment only, to help cut the startup cost to around $750,000, she explained. The focus will instead shift to group experiences such as an immersive group fitness space with cutting-edge technology in the floors, walls, lights and sound, as well as a Bulletproof Fuel Bar.

The first franchised locations will open in the Los Angeles area, with further sites across the US expected at a later date.

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