HOOKE

What HOOKE does

HOOKE is a London-based private preventative healthcare and longevity clinic operating from a single Mayfair location at 86 Brook Street. Founded by Lev Mikheev, a former hedge fund manager at Moore Capital and Salomon Brothers who became interested in geroscience through personal endurance training, the company sells integrated longevity programmes to ultra-high-net-worth individuals. CEO Kate Woolhouse joined as Executive Director in January 2020 and leads commercial and regulatory functions alongside COO Natalia Mikheev.

The product platform consists of four annual membership tiers (Healthspan Core at £19,500, Healthspan at £30,000, Healthspan+ at £54,000, and a six-month Performance tier at £22,000) and standalone health assessments (Investigation at £7,900, Investigation+ from £13,500, and HOOKE Clarity at £990). All services are anchored by two proprietary frameworks: BioPortrait, a longitudinal synthesis of medical, genomic, fitness, nutrition, and cognitive data, and BioScore, a single-number benchmark tracking health status and resilience against ageing. The technology stack integrates whole genome sequencing with polygenic risk scoring, advanced imaging (MRI, CT coronary angiogram, DEXA), proprietary blood panels, and continuous wearable monitoring through Oura Ring, WHOOP, and continuous glucose monitors. A Scientific Advisory Board drawn from Columbia University, the Salk Institute, the University of Cambridge, ETH Zurich, and the University of Jena provides research credibility, while Principal Physician Prof. Pierre-Marc Bouloux (FRCP) and Chairman Dr David Porter (formerly Chelsea FC) anchor the clinical team.

HOOKE generates revenue primarily through annual subscription memberships and one-time premium assessments, with secondary revenue from a £300 initial consultation (deductible against future purchases), external specialist referrals, proprietary supplementation, and a nascent corporate membership channel. Go-to-market is high-touch sales-led, leveraging direct website and phone enquiries, WhatsApp concierge, and a referral partnership with Quintessentially, the global luxury concierge. The company operates as a single private entity (Health and Longevity Optimisation Limited, registered in England and Wales) with no disclosed external funding, and is positioned within the rapidly expanding global longevity and biohacking market.

Name

HOOKE

Legal name

Health and Longevity Optimisation Limited

Website

https://hooke.london

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

HOOKE is a London-based private preventative healthcare and longevity clinic serving ultra-high-net-worth individuals with integrated medical, genomic, fitness, nutrition, and cognitive health programmes priced at £19,500-£54,000 annually from its Mayfair clinic.

Ownership category

akta.pro rank

Product category

Concierge Preventive Healthcare

NAICS

Offices of Physicians (6211)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Cardiometabolic RPM & Chronic Disease Management (diabetes, hypertension, CHF, obesity) (HLALAFAA)

akta.pro secondary industries

Connected Medical Devices & Wearables (Sensors, Patches, Implantables) (HLACAPAB), Remote Diagnostics & Point-of-Care (Connected Testing, Home Lab Devices) (HLACAPAK), Remote Diagnostics & Home Testing Devices (Connected POC/At-Home Diagnostic Readers) (HLAHACAL)

Keywords

• Preventive healthcare clinic
• Longevity medicine
• Concierge health memberships
• Comprehensive health assessments
• Personalized wellness programs

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Health Assessment Packages: One-time comprehensive health investigations including the Investigation (£7,900), Investigation+ (from £13,500), and HOOKE Clarity (£990). These assessments provide detailed health profiling and serve as entry points to ongoing membership relationships.
2. Annual Membership Subscriptions: Tiered membership model offering Healthspan Core (£19,500/year), Healthspan (£30,000/year), Healthspan+ (£54,000/year), and Performance (£22,000 for 6 months). Memberships include continuous care, doctor consultations, fitness coaching, nutrition support, and access to specialists.
3. Initial Consultation: £300 one-hour doctor consultation that is deductible from the cost of any health assessment or membership purchase
4. Corporate Memberships: Dedicated corporate health packages for businesses seeking to provide preventative healthcare benefits to employees and executives
5. External Referrals and Additional Services: Revenue from external specialist consultations, medications, and supplementation recommended by the MDT that fall outside the standard membership package

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

HOOKE operates a private preventive healthcare and longevity clinic in Mayfair, London, delivering integrated multidisciplinary health services that combine advanced medical diagnostics (MRI, CT, whole genome sequencing), nutrition, fitness coaching, cognitive and emotional health support. Core sellable offerings include four tiers of annual memberships (Healthspan Core at £19,500, Healthspan at £30,000, Healthspan+ at £54,000, and Performance at £22,000 for six months) and standalone health assessments (HOOKE Clarity at £990, Investigation at £7,900, and Investigation+ from £13,500), all anchored by proprietary BioPortrait and BioScore tracking systems and wearable device integration for continuous monitoring.

Product overview

HOOKE is a London-based preventive healthcare and longevity clinic offering an integrated membership-based platform combining medical diagnostics, nutrition, fitness, and cognitive health services. The core offering consists of four membership tiers (Healthspan Core at £19,500/year, Healthspan at £30,000/year, Healthspan+ at £54,000/year, and Performance at £22,000 for six months), each providing graduated access to expert multidisciplinary teams, advanced diagnostics, and continuous health monitoring. Standalone health assessments include the Investigation (£7,900), Investigation+ (from £13,500), and HOOKE Clarity (£990). Supporting services encompass personal training, therapy, and recovery facilities including sauna and ice bath. The platform is anchored by proprietary analytics tools—the BioScore metric and BioPortrait synthesis—which transform diagnostic data into actionable longevity strategies. Wearable device integration with Oura Ring and WHOOP Band enables continuous health monitoring. All services are delivered through HOOKE's Mayfair clinic with optional add-ons for specialized testing and VIP benefits.

Differentiator

Problem solved

Functional benefit

Products and services

• Healthspan Core Membership Annual membership at £19,500/year providing foundational preventive healthcare including full medical consultation x2, fitness assessment, sports medicine MSK assessment, nutrition consultation, cognitive function testing, wellbeing questionnaire, positive psychology consultation, BioScore, full HOOKE blood panel, body composition, ECG, ultrasound, VO2 max, resting metabolic rate, spirometry, whole genome sequencing, Oura ring, continuous glucose monitor, 24 doctor consultations per year, dynamic nutrition plan, training programme, and complimentary testing budget up to £2k. Designed for individuals seeking continuous preventive care.
• Healthspan Membership Annual membership at £30,000/year offering all Healthspan Core benefits plus unlimited doctor consultations, scientific advisory board access, complimentary testing budget up to £4k, mole mapping, and car service. Targeted at individuals seeking comprehensive continuous care with expanded specialist access.
• Healthspan+ Membership Annual membership at £54,000/year providing all Healthspan benefits plus unlimited doctor consultations, hearing test, retinal screening, bone density DXA, 4-part MRI, mammogram, CT coronary angiogram, colonoscopy and gastroscopy, personalised supplementation with proprietary HOOKE supplements, healthcare and referral management 7 days/week, and complimentary testing budget up to £6k. Premium tier for individuals seeking all-inclusive executive longevity care.
• Performance Membership Six-month membership at £22,000 focused on athletic and performance optimization, including comprehensive testing, mole mapping, hearing test, retinal screening, bone density DEXA scan, 2 sessions with scientific advisory board, full medical consultations, fitness and nutrition assessments, BioScore, whole genome sequencing, Oura ring, continuous glucose monitor, 24 doctor consultations over 6 months, dynamic nutrition plan, training programme, and performance coaching (6 sessions). Designed for athletes and performance-focused individuals.
• Investigation Health Assessment Comprehensive one-day health assessment priced at £7,900, combining medical evaluations, diagnostic imaging (ECG, ultrasound), fitness testing, nutrition consultation, and cognitive function assessment to generate a BioPortrait and BioScore. Takes approximately 8 hours at HOOKE's Mayfair clinic. Available standalone or as entry point to membership.
• Investigation+ Health Assessment Enhanced comprehensive assessment starting from £13,500, adding whole genome sequencing, full body MRI, DEXA bone density scan, CT coronary angiogram, mammogram (female), musculoskeletal consultation, and emotional resilience evaluation over approximately one and a half days. Targeted at individuals seeking in-depth diagnostic profiling.
• HOOKE Clarity Entry-level focused diagnostic service at £990, providing a HOOKE Clarity Blood Profile covering haematology, electrolytes, renal function, liver health, endocrine balance, iron status, glucose metabolism, immune tone, cardiometabolic health, and thyroid function, with physician review within three days. Two appointments at Mayfair clinic.
• Personal Training Sessions Expert-led personal training services with targeted cardio, strength, and rehabilitation programmes supported by continuous data monitoring and performance coaching. Delivered by strength and conditioning specialists at HOOKE's Mayfair gym facility.
• Therapy Sessions Psychological and emotional wellbeing services including positive psychology consultations, stress resilience coaching, and cognitive performance support delivered by chartered psychologists including positive psychology specialists.
• Sauna and Ice Bath Sessions Recovery and wellness facilities including sauna and ice bath sessions available at HOOKE's Mayfair clinic, supporting physical recovery and stress management for members.
• HOOKE Fitness Sub-brand (hooke.fit) focused on fitness services including physiotherapy, osteopathy, and personal training, operating as part of HOOKE's integrated wellness ecosystem. Managed by Hooke Fitness Operations Manager with 10 years experience in luxury health and wellness management.
• Corporate Membership Programme Dedicated corporate health packages offering bespoke health programmes for businesses seeking to provide longevity and preventative healthcare benefits to executives and employees. Targeted at corporate clients through enterprise field sales.
• Initial Doctor Consultation One-hour initial doctor consultation priced at £300, deductible from the cost of any health assessment or membership purchase. Serves as the primary entry point for prospective members to engage with HOOKE's clinical team.

Quantifiable outcome

• Dynamic biomarker tracking enables early detection of health risks before symptoms appear
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• WelbeckminorStrategic or Co-development PartnerLuxury wellness partner. HOOKE is proud to work with Welbeck as part of its network of leading luxury wellness and hospitality pioneers in the UK and overseas.
• Opus BiologicalminorStrategic or Co-development PartnerLuxury wellness partner. HOOKE collaborates with Opus Biological as part of its network of leading luxury wellness and hospitality pioneers.
• QuintessentiallycoreChannel Partner/ Reseller/ DistributorGlobal luxury lifestyle concierge service that refers affluent members to HOOKE's preventative healthcare and longevity services. Core referral partner for the ultra-high-net-worth clientele.
• WalpoleminorStrategic or Co-development PartnerUK's premium luxury brand association of which HOOKE is a member, connecting with other leading luxury brands and reinforcing premium positioning.
• Butler Columbia Aging CentercoreStrategic or Co-development PartnerHOOKE works with Columbia University's Butler Columbia Aging Center, aligning with world-leading longevity research. Dr Daniel Belsky from Columbia serves on HOOKE's Scientific Advisory Board.
• Oura RingcoreTechnology or IntegrationWearable health monitoring device integrated into HOOKE membership packages for continuous health data collection including sleep, activity, and recovery metrics.
• WHOOPcoreTechnology or IntegrationWearable fitness and recovery monitoring band mentioned by members for continuous tracking of training progress and recovery, integrated with HOOKE's health monitoring.
• Genomic Sequencing LaboratoriescoreTechnology or IntegrationThird party service providers engaged for whole genome sequencing and polygenic risk scoring as part of comprehensive health assessments.
• Pathology LaboratoriescoreTechnology or IntegrationThird party laboratories providing blood analysis and other pathology services as part of HOOKE's diagnostic testing.
• MRI, CT and Imaging ProviderscoreTechnology or IntegrationPartner hospitals providing advanced imaging services including MRI, CT coronary angiogram, colonoscopy and gastroscopy that HOOKE arranges for members.
• HOOKE FitnesscoreTechnology or IntegrationAffiliated fitness brand (hooke.fit) providing physiotherapy, osteopathy, and personal training services that complement HOOKE's health and longevity programmes.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fountain Life: Membership-based preventative and longevity health platform combining advanced diagnostics, imaging and genomics for affluent members — the same integrated, high-end healthspan model HOOKE offers.
• Human Longevity Inc (Health Nucleus): Provides comprehensive whole-genome sequencing, advanced imaging and biomarker-based health assessments for premium clients, directly overlapping HOOKE's diagnostic-led longevity proposition.
• Lanserhof: Luxury medical health resort/clinic group (including Lanserhof at The Arts Club in London) offering high-end diagnostics and preventative medicine to wealthy clientele, closely mirroring HOOKE's luxury positioning.
• Echelon Health: London-based preventative health screening provider delivering premium full-body assessments to affluent individuals, competing in the same UK market and buyer segment as HOOKE.

Emerging players

• Neko Health: Well-funded preventative body-scanning clinic (with a London location) using advanced sensors and diagnostics for early detection, overlapping HOOKE's proactive health-monitoring focus.
• Prenuvo: Whole-body MRI screening company focused on early detection of disease for health-conscious, higher-income consumers, intersecting HOOKE's advanced imaging and preventative diagnostics.
• Ezra: AI-enhanced full-body MRI cancer and disease screening service targeting proactive, affluent consumers, overlapping HOOKE's early-detection and preventative diagnostic offering.
• Function Health: Subscription biomarker-testing and health-tracking platform that turns lab results into actionable insights, overlapping HOOKE's data-driven biomarker and BioScore approach at a lower price point.

Regional players

• HUM2N: London-based longevity and regenerative health clinic offering biomarker testing and personalised optimisation programmes, competing in HOOKE's home market with a comparable preventative model.

Broad incumbents

• Nuffield Health: Large UK healthcare and wellbeing group offering private health assessments and fitness services; overlaps HOOKE's preventative check-up and fitness offering but as a broad, mass-market incumbent rather than a UHNW specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hooke-london/?originalSubdomain=uk
• Instagraminstagram.com/hooke.london

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 records

Funding overview

Funding rounds

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 HOOKE