Hollywood’s Favorite Biohacking Gym Is Opening in Beverly Hills
Welcome to the workout of the future, practiced by Ari Emanuel, Gerard Butler, Matthew Modine, Rick Rubin and Tony Robbins.
“My goal is to live to 180 or more.” That is the calling card of Dave Asprey. The founder of Seattle-based Bulletproof 360 Inc. (the enterprise behind the coffee, nutritional supplements, a podcast and more) has spent a couple decades developing his own digitized home gym in Victoria, Canada, packed with about $2 million worth of cutting-edge equipment. That’s according to Martin Tobias, CEO of Upgrade Labs, Asprey’s brand of newfangled, high-tech workout facilities designed to boost mental and physical performance at a cellular level. The first Bulletproof Upgrade Labs opened last October in Santa Monica and now THR has learned exclusively that a spinoff tailored to travelers will debut next month inside The Beverly Hilton.
Clients at what Asprey dubs “the world’s first human upgrade center” include Gerard Butler and Matthew Modine, Endeavor CEO Ari Emanuel, life coach Tony Robbins, legendary record producer Rick Rubin, musician Meghan Trainor, Pro Football Hall of Famer Terrell Owens, WWE senior vp Kristin Prouty and pro wrestler Nikki Bella.
“At Upgrade Labs, you can train multiple modes in your body that are all quantifiably related to your ability to have a healthy, productive life,” says Tobias, explaining that the customized, data-driven workouts hit an innovative sweet spot that straddles fitness and health care. “It’s not just about how you look in the mirror. It’s about how your brain works, your motivation, levels of energy and stress and inflammation.”
The company uniquely combines technologies for maximum impact, tracks data over time (complete with an on-site medical lab and doctor in Santa Monica for baseline blood testing) and offers access to over 15 machines. Each costs from $50,000 to $350,000, so only the 1 percent had access until now. Think pro sports teams, the Navy SEALS, NASA, and guys like Robbins and Peter Diamandis, founder of the Xprize foundation focused on tech developments that benefit humanity.
Upgrade Lab trainers refer to themselves as “biohacker techs,” a nod to digital efficiencies that compress the equivalent of a multi-hour workout into a matter of minutes and expedite the body’s physical and cognitive recovery. That’s why the concept makes sense for globe-trotting hotel clients looking to squeeze in gym time and quick fixes for fatigue, stress, jet leg and rundown immune systems that get them back up to speed.
For workouts under 30 minutes, the Beverly Hills location will add an electro-muscular stimulation machine and a state-of-the-art stationary bike that utilizes adaptive intelligence to personalize rides. A new infrared sauna targets detoxification and red carpet-ready beauty treatments are in the works — possibly vitamin infusions and skin-tightening cryofacials that “make the face look two or three years younger in five minutes,” says Tobias.