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FranchiseTimes – Biohacking Franchise Upgrade Labs Heads North With Canada Deal


August 14, 2023 // On top of having extensive careers in real estate and the energy industry, Canadian entrepreneurs Bruce Timm and Dean Zipse are also passionate about wellness.

That passion led the business duo to sign a development deal with emerging brand Upgrade Labs to open the biohacking concept in Calgary, Alberta and Vancouver, British Columbia. The agreement marks the brand’s entrance into Canada.

Founded in 2017 by Dave Asprey, who also launched Bulletproof Coffee, Upgrade Labs uses technology and equipment to help customers with “biohacking.” Asprey defines biohacking as the “use of science, biology and self-experimentation” to upgrade a person’s body.

Services at Upgrade Labs include resistance training, cryotherapy, toxin elimination and more, allowing customers to both work out and recover.

Zipse, who brings a background in developing public and private North American energy service companies, said he and Timm, whose experience is in real estate, would often share tips, tricks, shortcuts and podcasts about wellness with each other. Eventually, that research led them to discovering the concept of biohacking, which led to a business idea.

“We knew that people were looking to take their health and longevity into their own hands,” Zipse said. “We also knew to enter the fitness space, you had to offer incredible value. The current fitness market is time consuming. So, we started developing a concept of efficient fitness and recovery facilities. It was during our design and concept phase that we ended up discovering Upgrade Labs.”

Realizing the franchise route was available, the pair changed course and approached the brand. The deal will allow the Calgary-based duo to open several locations across two markets in western Canada.

“We thought it was important to open in both Calgary and Vancouver,” Zipse said. “Vancouver is an hour away from the mountains, it has an active and growing population, and it has an aging population. By opening there, we can capture clients who are active, and appeal to the segment of the population that’s getting older and realizing that improved fitness is essential.”

Initially, Zipse said they will open three locations in each market, with the first set to open later this year. Eventually, Zipse said he could see them opening nine to 12 units.

According to Michael Moore, the director of franchise development at Upgrade Labs, expanding into Canada is a natural progression.

“Our initial intent from the very beginning was opening across all of North America,” Moore said. “Finding that right first partner is key, though, and that’s what makes them a great partner. They’ve been international business developers for a couple decades. While we don’t always need that criteria or level of experience from an owner, it was certainly a bonus for them to be the first.”

Upgrade Labs has three units open so far, two of them franchised. Its company-owned facility is in Santa Monica, California, while it has franchised units in the Boise, Idaho, and Salt Lake City markets. Both franchised sites opened this year.

Along with the latest Canada deal, Moore said the brand has deals signed for expansion in Austin, TX, Charlotte, NC, Nashville, TN, and Seattle, WA. As the brand continues its growth, Moore said Upgrade Labs will be on the lookout for franchisees who resonate with the biohacking concept.

“In the franchise world, that franchisee becomes the brand,” Moore said. “We’re going to be there, and we’re going to help them to a successful opening. But ultimately, the franchisee becomes the concept in that market, so they need to have their own connection to this. If they have prior experience, having started a company or been a franchisee, that simply enhances their story and allows them to hit the ground running.”

The average size of an Upgrade Labs ranges from 2,500 to 2,800 square feet. The initial investment to open a unit is between $633,000 and $1.40 million.

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The Kris Gethin Podcast – What makes a BioHacker? Find out with Dave Asprey


In this captivating podcast episode, get ready to dive deep into the world of biohacking and upgrading your health. Join host Kris Gethin and special guest Dave Asprey as they uncover the secrets to optimizing your sleep, enhancing muscle growth, and unlocking your full potential.

Discover the shocking truth about magnesium deficiency and how it impacts your sleep quality and overall well-being. Did you know that over 80% of the population is deficient in this crucial mineral? Asprey and Gethin reveal why it’s essential for relaxation and regulating your body’s stress response system. But beware – not all magnesium supplements are created equal. Learn why your body requires all seven forms for optimal sleep and how to ensure you’re getting them.

Prepare to be blown away as Dave Asprey introduces Upgrade Labs, the world’s first biohacking facility. After gathering data for eight years, they’ve cracked the code to personalized prescriptions for optimal results. Discover how medical-grade equipment can analyze your cell health, provide insights on body composition, and revolutionize your overall well-being. It’s time to unleash the power of science and data to upgrade your life.

But that’s not all. Asprey and Gethin delve into the world of exercise and wellness, challenging traditional approaches. Uncover the truth about BMI and why it’s an outdated measure of fitness. Explore the benefits of shorter, intense workouts versus long, moderate-intensity sessions. Learn how continuous long-distance cardio may be damaging your joints and decreasing testosterone levels. Get ready to transform your approach to exercise and achieve your muscle-building goals.

Intrigued by the concept of laziness? Kris and Dave discuss how embracing it can actually help you hack your body. Discover how advertisers have tapped into our desire for efficiency and why it’s time to manage and harness your laziness for optimal results. Plus, uncover the secrets to saving time and reframing exercise as a time-saving strategy rather than hard work.

Upgrade Labs takes center stage again as the hosts reveal the cutting-edge machines and techniques that can revolutionize your workouts. Combine traditional weight training with innovative technologies for faster muscle growth and increased metabolic activity. Learn the power of negative repetitions and the importance of recovery in optimizing your results. Plus, discover the benefits of prioritizing cold therapy before working out and the concept of “slope of the curve biology” for maximum adaptation.

But it doesn’t stop there. Kris and Dave explore the role of specific technologies and practices in helping your body relax, increase energy, and promote rapid growth. From modified bikes for rehab to advanced meditation states with True Dark glasses, these techniques will take your performance to new heights. Discover the power of minimizing sensory input and optimizing brain energy for improved results.

Think you know what it takes to build muscle? Think again. Kris and Dave debunk common misconceptions about certain foods and supplements that may hinder your overall health. Learn why artificial sweeteners and flavors found in bodybuilding products can have negative effects. Uncover the truth about phytic acid and its impact on mineral absorption. It’s time to ensure your body has the minerals it needs to effectively respond to your muscle-building goals.

Minerals play a crucial role in our overall health and well-being, and Dave Asprey is here to highlight their importance. Discover how minerals are essential for optimal brain function and neurotransmitter production. Uncover the foods to avoid that rob your body of minerals, such as phytic acid found in oats. Plus, explore the benefits of Minerals 101, a supplement that provides the macro minerals your body needs for peak performance.

Meditation and self-improvement activities require resources, and Dave Asprey has the solution. Danger Coffee, a mold-free coffee brand rich in trace minerals, fills in the gaps where your body needs them. Unlock your potential with a desire to drink more and achieve more. Plus, explore the benefits of wearing True Dark glasses during workouts, blocking harmful light and enhancing your brain’s meditation state.

Ready to optimize your brain energy and achieve better results? Join Dave Asprey as he reveals the power of reducing sensory input and focusing your brain’s energy on the things that matter. Learn the benefits of noise-canceling headphones and True Dark glasses in minimizing distractions. Uncover the truth about hard work and struggle, and find joy in the process of working hard towards your goals.

Biohacking is the key to unlocking your body’s full potential, and fasting is the entry point. Dave Asprey shares the importance of nutrient timing and composition, cautioning against over-fasting and its potential negative effects. Dive into the chapter on fasting for women in his book for a deeper understanding of how to optimize your fasting routine.

Join Dave Asprey and Kris Gethin as they guide you on a journey of self-improvement and biohacking. From meditation and breathwork to cold therapy and red light therapy, uncover the practices that can transform your life. Address mold toxicity, optimize your fitness with Upgrade Labs, and discover the power of Carol, the game-changing exercise bike that can revolutionize your fat loss journey.

Don’t miss out on this mind-blowing episode filled with perplexity and burstiness. Tune in now and upgrade your life with the latest insights from Dave Asprey and Kris Gethin.

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Posted on – Upgrade Labs to Open New Facility in Austin


Biohacking facility gears up to open its first location in Texas

July 25, 2023 // // AUSTIN, TX. – Upgrade Labs is excited to announce its new lease signing in Austin, Texas. The brand had previously signed a multi-unit development deal with husband-and-wife duo, Billy and Natalie Ledbetter, to bring the innovative concept to Austin, and has taken the next steps in their expansion in Texas. The new Upgrade Labs will be located at 1611 W 5th Street Suite 125, and is anticipated to open in October.

Billy, a medical Doctor with extensive experience in allopathic and alternative medicine, and Natalie, a Doctor of Chinese Medicine and anesthetist, are thrilled to open their first Upgrade Labs in Austin. The city, which has been ranked one of America’s Healthiest Cities, stood out to the couple as the perfect location for Upgrade Labs’ cutting-edge biohacking facility.

“Austin’s health-conscious culture aligns perfectly with our mission at Upgrade Labs,” said Natalie. “The city is teeming with individuals who prioritize their wellness, seeking personalized approaches to optimize their health. By establishing a facility in Austin, Upgrade Labs will cater to the needs of this community. The facility will serve as a haven for those seeking to unlock their full potential by offering a holistic approach to wellness through innovative Biohacking technologies.”

“By bringing our cutting-edge biohacking technology to Austin, we can tap into this market, providing them with access to state-of-the-art biohacking technologies that are at the forefront of the industry,” said Billy. “We are set to make a significant impact on the health and wellness landscape of the city, offering residents a gateway to optimal health and vitality.”

Upgrade Labs was born from the goal of helping clients utilize unique technologies to help them reach their highest level of physical performance. These technologies and restorative therapies allow for dramatic results with minimal time investment. The comprehensive range of recovery equipment and modalities are designed to enhance overall health and well-being of the facilities’ members, who have access to cutting-edge technologies such as red-light therapy, pulsed electromagnetic field therapy, neuro feedback, and cryotherapy, among others. These modalities are meticulously selected to optimize recovery, reduce inflammation, improve sleep, boost cognitive function, and support the body’s natural healing processes. By combining AI-driven fitness training with advanced recovery techniques, Upgrade Labs offers a holistic approach that addresses both physical performance and overall wellness.

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