What Upgrade Labs does

Upgrade Labs is a Santa Monica-headquartered, privately held biohacking wellness franchise founded by Dave Asprey (creator of Bulletproof Coffee and host of the Human Upgrade podcast). The company operates 10 retail locations across the United States and Canada — Austin, Bellevue, Boulder, Coeur d'Alene, Lake Nona (Orlando), Park City, Riverton, St. Johns (coming soon), Calgary, and Oakville — under a franchise model in which local operators run sites branded as Upgrade Labs / Human Upgrade Centers. Each location offers a unified platform of approximately 15 technologies spanning AI-adaptive fitness equipment (AI Adaptive Bike, AI Movement Trainer, AI Strength Trainer, all branded as AI-driven real-time resistance adjustment), recovery modalities (cryotherapy, PEMF, REDcharger red and infrared light therapy, The Big Squeeze compression therapy, Cell Amplifier, Ammortal chamber, BackHug, NanoVi, Metabolic Trainer IHNT), cognitive training (Brain Upgrade EEG neurofeedback), and a non-invasive Cell Health Analysis that measures 38 biomarkers to drive personalized protocols.

The revenue model blends subscription memberships (5 tiers ranging from Foundation at $149/month to Superhuman at $699–$799/month depending on location, using a credit-based system), à la carte single sessions ($45) and day passes ($90), prepaid credit packages ($119–$549, never-expiring at some locations), and franchise fees from licensees. Go-to-market is product-led via a free 30-minute Cell Health Analysis as the entry hook, complemented by Dave Asprey's media platform (podcast with 300+ million downloads), content marketing (extensive blog), and local franchisee community events. Customer segments center on affluent health-conscious consumers, high-performing professionals, endurance and recreational athletes, longevity-focused biohackers, and individuals recovering from injury, surgery, or chronic conditions. Geographic and product expansion is ongoing, with the most recent franchise opening in Boulder (March 2026) and recent technology launches including Ammortal, BackHug, and NanoVi.

Name

Upgrade Labs

Legal name

Upgrade Labs

Website

https://upgradelabs.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Upgrade Labs is a biohacking wellness franchise founded by Dave Asprey that operates 10 membership-driven retail locations across the US and Canada, offering AI-adaptive fitness equipment, cryotherapy, red light therapy, PEMF, neurofeedback, and cellular biomarker analysis to affluent health-conscious consumers, athletes, and longevity seekers.

Ownership category

akta.pro rank

Product category

Biohacking and Recovery Wellness Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Health Services (8000)

akta.pro primary industry

Recovery Lounges & Multi-Modal Recovery Centers (HSADAKAI)

akta.pro secondary industry

Medical Wellness & Longevity (Health Screening, Biohacking, Anti-aging Programs) (THAJAHAI)

Keywords

• Biohacking wellness services
• Recovery and performance center
• AI adaptive fitness equipment
• Cryotherapy and red light therapy
• Longevity and cellular health

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Membership Subscriptions: Monthly subscription memberships using a credit-based system. Members receive monthly credits (10-90 depending on tier) that can be used across any technology. Tiers include Foundation (10 credits), Evolve (24 credits), Amplify (36 credits), Thrive (48 credits), and Superhuman (unlimited/90 credits). Pricing varies by location from $149-$799/month.
2. Pay-Per-Session: Single sessions available for individual purchase without membership. Day passes allow 3 services per visit. Single service pricing around $35-$45. Provides entry point for new customers to try technologies before committing to membership.
3. Credit Packages: Prepaid credit packages offering bulk discounts. Options include 6, 8, 12, 16, 24, and 48 credit packages. Prices range from approximately $99-$549 depending on credit count and location. These packages never expire at some locations.
4. Franchise Fees: Revenue derived from franchise ownership model where independent operators pay to open and operate Upgrade Labs locations. Each franchisee runs their location with local branding while following the company's technology and operational standards.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels11 records

Core offering

Upgrade Labs operates physical biohacking wellness centers that deliver recovery, performance, and cognitive services through AI-adaptive fitness equipment, cryotherapy, red light therapy, PEMF, compression therapy, neurofeedback, and cellular health analysis. Services are sold via monthly memberships using a credit-based system, single-session purchases, prepaid credit packages, and franchise licensing across 10 locations in the US and Canada.

Product overview

Upgrade Labs is the world's first Human Upgrade Center™ founded by Dave Asprey, offering a platform of distinct recovery, performance, and cognitive technologies. The portfolio includes AI-powered fitness equipment (AI Adaptive Bike™, AI Movement Trainer™, AI Strength Trainer™), traditional equipment (PowerPlate®), and various recovery modalities (REDcharger™, PEMF, Cryotherapy, The Big Squeeze™, NanoVi, Cell Amplifier™, Ammortal, BackHug). Cognitive services include Brain Upgrade™ neurofeedback, while Cell Health Analysis™ provides body composition insights. These technologies are offered through membership tiers (Foundation, Evolve, Amplify, Thrive, Superhuman) and à la carte packages across franchise locations in the US and Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• AI Adaptive Bike Smart cardio bike that automatically adjusts resistance based on user output using Reduced Exertion High Intensity Interval Training (REHIT), delivering a complete cardio session in 9 minutes through two adaptive sprints. Available to members and single-session customers at all franchise locations.
• AI Movement Trainer Guided resistance system with real-time adaptive resistance and force plate balance feedback, blending Pilates-inspired movement, rowing, skiing, and gamified balance games for whole-body conditioning.
• AI Strength Trainer Digital resistance strength machine with patented motorized resistance that adapts in real-time based on force, speed, and fatigue, supporting concentric and eccentric training with on-screen performance metrics.
• PowerPlate Whole-body vibration platform using multi-directional vibration to stimulate the natural stretch reflex, activating muscles through rapid contractions supporting mobility, stability, and circulation in 5-10 minute sessions.
• REDcharger Full-body red and infrared light therapy bed combining red, near-infrared, and green wavelengths with resonant frequencies, designed to support cellular energy production, circulation, and overall vitality.
• Cell Health Analysis Non-invasive bioelectrical impedance analysis scan measuring 38 biomarkers including skeletal muscle mass, body fat percentage, and cellular hydration, providing data-guided protocols for personalized wellness recommendations.
• Brain Upgrade EEG-based neurofeedback system using real-time auditory cues reflecting alpha brainwave activity to help users achieve calmer, more focused mental states through brain-computer interface feedback in 30-minute sessions.
• The Big Squeeze Full-body compression therapy using wave-like overlapping air chambers that inflate rhythmically from feet upward, mimicking natural lymphatic flow to support detoxification and circulation.
• Cryotherapy Whole-body cryotherapy chamber exposing the body to temperatures between -145°F and -175°F for 2-3.5 minutes, activating natural alertness, circulation shifts, and post-session energy lift.
• Ammortal Full-body recovery chamber combining light, vibration, sound, molecular hydrogen, and gentle stimulation designed to communicate with the nervous system for deep relaxation and reset.
• BackHug Robotic back therapy system with thumb-like rollers applying targeted pressure along paraspinal muscles beside the spine, using app-based programmable intensity and height adjustment.
• Metabolic Trainer Guided breathing system using Intermittent Hypoxia Normoxia Training (IHNT) that alternates between reduced-oxygen and normal oxygen environments to support mitochondrial efficiency and cellular adaptation.
• NanoVi Passive recovery device delivering humidified air with a signal designed to support cellular response to oxidative stress and natural repair processes during 20-minute sessions.
• PEMF (Pulsed Electromagnetic Field) Pulsed Electromagnetic Field therapy using full-body mats and localized applicators delivering electromagnetic waves that support cellular communication, ion movement, and natural energy processes in 12-minute recovery sessions.
• Cell Amplifier Non-contact energy support system powered by BioCharger technology combining light therapy, pulsed electromagnetic fields, gentle electrical fields, and frequency patterns, with users sitting 3-5 feet away during personalized 5-15 minute programs.

Quantifiable outcome

• Complete cardio session in 9 minutes on AI Adaptive Bike using REHIT protocol
• +4 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature15 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Lake NonacoreStrategic or Co-development Partner · 13 November 2025Upgrade Labs has joined Lake Nona's ecosystem of longevity-focused ventures in Orlando, Florida. Lake Nona is building a commercial ecosystem emphasizing prevention, performance, and personalized health. The partnership positions Upgrade Labs within a community designed to test and scale emerging health technologies for proactive health management. This aligns with Upgrade Labs' mission to make advanced wellness technology accessible.
• AXO HealthminorStrategic or Co-development PartnerAXO Health offers advanced biomarker testing and science-backed protocols designed to optimize health at the cellular level. Upgrade Labs promotes AXO as a complementary service that allows members to 'Turn Your Lab Results Into Personalized Health Protocols.' This partnership extends theUpgrade Labs value proposition by providing advanced lab testing that can inform and enhance the personalized technology protocols.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• iCRYO Cryotherapy: Cryotherapy and recovery services franchise with red light therapy, IV drip, compression, and infrared sauna. Direct competitor with similar membership/pricing model and franchise-led expansion targeting the same biohacking/longevity customer.
• Remedy Place: Members-only wellness social club offering contrast therapy, IV drips, infrared sauna, and recovery services in a premium lounge setting. Comparable premium positioning and overlap with biohacker/longevity persona targeting Upgrade Labs customers.
• Restore Hyper Wellness: Multi-location franchise offering cryotherapy, IV therapy, red light, compression, and infrared sauna with membership-based pricing. Directly comparable to Upgrade Labs as the largest scaled competitor in the recovery/multi-modal wellness center category.
• Pause Studio: Wellness studio offering infrared sauna, cold plunge, and red light therapy with membership pricing. Smaller competitor focused on a subset of Upgrade Labs' modalities but with similar premium positioning.
• Chill Cryotherapy: Recovery wellness franchise offering cryotherapy, infrared sauna, compression therapy, and IV therapy. Comparable pricing tiers and franchise model; competes for the same affluent recovery-seeking customer.

Broad incumbents

• One Medical (now Amazon One Medical): Membership-based primary care provider with longevity and preventive health framing. Not a recovery facility, but competes for the same affluent, data-driven health-conscious consumer Upgrade Labs targets with its biomarker-led positioning.
• Equinox: Premium fitness operator with longevity/Wellness programming including cryotherapy, infrared, and recovery suites at select clubs. Broader fitness brand but overlapping with Upgrade Labs' high-performer and longevity-focused members.

Emerging players

• The NOW Massage: Premium massage and wellness franchise with design-forward studios. Adjacent in the recovery/wellness category but narrower modality mix; competes for share-of-wallet from the same affluent wellness consumer.
• Mountain Trek Health Spa: Premium wellness retreat combining fitness, nutrition, and recovery modalities with a longevity framing. Comparable target audience and wellness philosophy though retreat-based rather than ongoing local memberships.
• Biohacking Congress / The Biohacker: Smaller biohacking-focused facility brands offering cryotherapy, red light, and IV therapy. Niche overlap with Upgrade Labs' biohacker/longevity seeker persona but typically with fewer locations and narrower technology stacks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/theupgradelabs
• YouTubeyoutube.com/channel/UCNMTGffP_MbYk-ozjhaL4lw
• Facebookfacebook.com/TheUpgradeLabs
• Instagraminstagram.com/upgradelabs

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Upgrade Labs