What a typical customer spends on supplements per month
Blueprint
$98–$449
Lifeforce
$28–$350
Elysium
$40–$200
Thorne
$16–$133
AgelessRx
$25–$65
InsideTracker
N/A
Rx Medication Comparison
Monthly cost for overlapping prescriptions
Medication
Blueprint
AgelessRx
Lifeforce
Metformin
$20/mo
$25/mo
$42/mo*
Tadalafil
$24/mo
$45-60/mo
$90/mo*
Tretinoin
$25/mo
$70/mo
—
Minoxidil
$15/mo
—
$102/mo*
Acarbose
$25/mo
$18/mo
—
Semaglutide
Quiz req'd
$99/mo
$324/mo*
Rapamycin
—
$65/mo
—
* Lifeforce prices converted from 25-day to monthly equivalent. Green = lowest price.
Annual All-In Cost Estimates
Typical annual spend for a comprehensive longevity protocol
Lifeforce
$5,000–$10,000+
Blueprint
$4,300–$7,500
AgelessRx
$2,500–$6,000+
Elysium
$1,500–$3,500
Thorne
$1,200–$3,000
InsideTracker
$500–$1,500
Superpower
$199–$800+
Estimates include supplements + testing + Rx where applicable. Excludes Blueprint Immortals ($1M) and devices.
Blueprint by Bryan Johnson
blueprint.bryanjohnson.com • rx.bryanjohnson.com
45+
Products (excl. merch)
7
Rx Categories
18+
Countries
$1M
Immortals/yr
Supplements ($24–$49)
Essentials Capsules
24 precision-dosed longevity nutrients
$49
Advanced Antioxidants
7 fat-soluble nutrients — vision, cardio, bone
$49
Omega-3
Heart, brain, anti-inflammation
$39
Collagen Peptides
Skin, joints, bone, recovery
$45
Creatine
Muscle, cognitive, recovery
$40
NAC + Ginger + Curcumin
Antioxidant, detox, immune, liver
$27
Ashwagandha + Rhodiola
Stress, mood, sleep
$24
Nutrition & Food ($12–$94)
Longevity Protein (Chocolate)$94
Metabolic Protein Powder$42–$84
Longevity Blend (Blood Orange)$49
Cocoa Powder$41
Extra Virgin Olive Oil$39+
Blueberry Nut Mix$37
Ceremonial Matcha$35
Super Shrooms$29
Macadamia Protein Bar$29–$58
Manuka Honey$17
Raw Macadamias$12
Bundles ($98–$449)
Easy Stack
1 drink, 2 pills — 36 supermolecules
$98
Medium Stack$270
Big Stack
Full comprehensive protocol
$449
Skincare ($39–$167)
Gentle Facial Cleanser$39
SFC Facial Serum$59
SFC Facial Moisturizer$69
Skincare Stack$167
Haircare ($59–$999)
Peptide Shampoo$59
Peptide Hair Serum
8 biomimetic peptides
$119
Haircare Stack$178
302 Laser Cap
FDA-cleared red light device
$999
Testing ($135–$325)
Speed of Aging
DNA methylation epigenetic test
$325
Microplastics Test
Blood test via microscopy
$135
Rx Prescriptions (from $15/mo)
Minoxidil 2.5mg
Hair regrowth
from $15/mo
Metformin 500mg
Longevity
from $20/mo
Tadalafil 5mg
Longevity / sexual health
from $24/mo
Tretinoin 0.025%
Skin renewal
from $25/mo
Acarbose 25mg
Metabolic health
from $25/mo
Estradiol 0.010%
Menopause support
from $26/mo
Weight Loss Rx
GLP-1 (pricing via quiz)
TBD
Programs & Services
Immortals
Full Bryan Johnson protocol — 3 spots, 1,500+ applicants
$1,000,000/yr
BryanAI
AI health assistant
TBD
Protocol Quiz / Build My StackFree
Branding
Minimalist and scientific — dark navy (#111C35) with cream backgrounds, clinical product photography. Tone is data-obsessed and contrarian, positioning Bryan Johnson as the living proof-of-concept. Emotional hook: radical self-sovereignty over aging — “don’t trust anyone, trust the data.”
Data-obsessed men 28–45, earning $100K+, who follow longevity Twitter/X and see health optimization as an identity. They want a copy-paste protocol from someone who spends $2M/yr testing on himself. Primary pain point: information overload — they want someone to tell them exactly what to take.
“Data-obsessed men 28–45 earning $100K+ who want a copy-paste longevity protocol from the guy who made himself the experiment.”
InsideTracker
insidetracker.com • Testing & analytics platform (no products sold)
Blood Testing Bundles (New Customers)
Membership + Ultimate Blood Test
48-54 biomarkers, 10 healthspan categories
$489
Membership + 2 Ultimate Tests
Save 10%
$761
Membership + 4 Ultimate Tests
Quarterly tracking, save 15%
$1,305
Category Tests (Members, $99–$199)
Cognition / Endurance / Fitness / Gut / Heart / Inflammation / Metabolism$99 each
Hormone Balance / Recovery / Sleep$149 each
Foundation (32 biomarkers)$199
Biological Age & DNA
InnerAge 2.0 (with blood draw)$249–$348
DNA Kit (261 gene variants)$249
DNA Upload (23andMe/Ancestry)$29 / Free w/ membership
Platform
Annual Membership
Upload results 30x/yr, Terra AI Coach, wearable sync
$149/yr
Branding
Teal-and-green palette (#005550, #00A050) conveys health and vitality with a science-forward but warm feel. Photography mixes lab imagery with active lifestyle shots. Tone is motivational-clinical: “unlock your potential” meets “personalized biomarker analysis.” Founded by MIT/Tufts scientists, they lean hard on academic credibility while staying accessible.
QuantifiedEmpoweringAcademicActionableOptimistic
Ideal Customer Profile
Performance-minded professionals and athletes 30–55 earning $100K+ who already believe in blood testing but want personalized, actionable recommendations. They want their blood to tell them exactly what to eat and supplement. Primary pain point: generic health advice when their body is unique.
“Performance-minded professionals and athletes 30–55 earning $100K+ who want their blood data translated into a personalized action plan.”
Thorne
thorne.com • Premium supplements + testing • Mayo Clinic partner • NSF Certified for Sport
Key Supplements ($16–$142)
Basic Nutrients 2/Day$40
Multi-Vitamin Elite (AM/PM)$76
Super EPA (Omega-3)$45
NiaCel 400 (NAD+)$74
ResveraCel (NAD+ + Resveratrol)$60
Collagen Plus$67
Whey Protein Isolate$65
SynaQuell (Brain)$142
Creatine (Creapure, NSF)$44
Curcumin Phytosome$64
Berberine$44
Magnesium Bisglycinate$24
Melaton-3$16
Bundles ($94–$133)
Foundational Stack$94
Athletes Stack (NSF)$133
Sleep / Stress / Gut / Longevity Stacks$97–$120
Health Panels ($95–$830)
Biological Age Panel$95
Essential (63 biomarkers)$390
Advanced (89 biomarkers)$830
AI & Subscriptions
Taia AI Wellness Advisor
200K+ messages, personalized recs
Free
Subscription discount10–20% off
Branding
Clean white with navy text projecting pharmaceutical-grade seriousness. Photography split between clinical product shots and aspirational athlete imagery. Tone is authoritative and trust-first — heavy emphasis on NSF certification, third-party testing, and “clinically backed.” AI (Taia advisor) bridges supplement company and health platform.
Health-literate adults 30–60 (skewing female) earning $100K+, who buy supplements but are skeptical of the supplement industry. Many discover Thorne through their doctor or functional medicine practitioner. Primary pain point: they don’t trust most brands and want pharmaceutical-grade purity with third-party validation.
“Health-literate adults 30–60 earning $100K+ who want practitioner-grade supplements they can actually trust, not wellness-aisle guesswork.”
Navy and gold (#0c274d, #f59e25) signals medical authority with a premium touch. Photography features active adults in real-life scenarios. Tone is clinical-accessible with heavy emphasis on “healthspan” over “lifespan.” Emotional hook: “What would you do with more healthy years?” reframes aging as a solvable problem, not vanity.
Health-proactive adults 35–65, mixed gender, earning $100K+, familiar with longevity science (metformin, NAD+, rapamycin) who want physician-supervised access to Rx therapeutics without fighting their PCP. Primary pain point: they know what compounds they want but can’t get their doctor to prescribe them.
“Longevity-literate adults 35–65 earning $120K+ who want prescription-grade anti-aging therapeutics without the gatekeeping of traditional medicine.”
Lifeforce
mylifeforce.com • All-in-one longevity medicine • Co-founded by Tony Robbins & Peter Diamandis
Supplements ($40–$120 retail, ~30% off for members)
Peak Healthspan (NAD3)$120 / ~$84
Peak Rest (Sleep)$110 / ~$77
Peak NMN$100 / ~$70
Peak Cognition$85 / ~$60
Omega$70 / ~$49
Magnesium$55 / ~$39
Vitamin D+K / DHEA / Methylation$50 / ~$35
CoQ10$40 / ~$28
Rx Prescriptions (members only, per 25 days)
Semaglutide$270
Kyzatrex (Oral Testosterone)$250
Sermorelin / PT-141$160
Estradiol Patch$110
Minoxidil + Finasteride$85
Testosterone (injectable/cream)$80
Tadalafil$75
Metformin$35
Rosuvastatin / Anastrozole$30
Advanced Panels
Brain Protection Panel
ApoE, pTau-217, Beta-Amyloid, GFAP
$850
Cardiovascular / Metabolic / Heavy Metals$200 each
Branding
Polished and aspirational with a health-tech aesthetic — dashboard screenshots, biomarker visualizations, Tony Robbins’ Life Force book as the gateway funnel. Tone is empowerment-meets-performance: “look, feel, and function at your best.” Positions as premium concierge medical membership with 1:1 clinician access.
Affluent professionals and entrepreneurs 40–65 (skewing male) earning $200K+ — many read Tony Robbins’ Life Force book and want to act on it. They want a white-glove experience with a dedicated clinician, not a DIY dashboard. Pain point: they have the money and motivation but lack a trusted medical partner.
“Affluent professionals 40–60 earning $200K+ who read the Life Force book and want a concierge medical team to optimize their biomarkers.”
Elysium Health
elysiumhealth.com • Science-first longevity supplements • MIT + Oxford partnerships
Supplements (one-time / monthly sub / annual prepaid)
Saliva epigenetic test, 10 aging aspects, 9 system scores
$499 / $299 sub
Bundles
Longevity Starter Pack
Basis + Signal + Matter + Format
$199
Skin Longevity Bundle$130/mo
Inflammaging Bundle$768/yr
Branding
Dark navy/charcoal (#0B1C30) with generous whitespace creates a cerebral, pharmaceutical aesthetic. Minimal lifestyle imagery — this is a science company that happens to sell supplements. Tone is scholarly and restrained: Nobel laureates, Oxford/Yale partnerships, placebo-controlled trials. No hype, no influencer energy.
Educated, intellectually curious adults 40–65 (skewing male, higher education) earning $150K+, who read scientific papers or science journalism and are skeptical of supplement marketing. They want a company co-founded by an MIT scientist with a Nobel-laureate advisory board. Pain point: they believe in longevity science but don’t trust the supplement industry.
“Intellectually rigorous adults 40–65 earning $150K+ who want supplements backed by Nobel laureates and published trials, not influencer endorsements.”
Superpower
superpower.com • Health super app • 100+ biomarker testing + curated marketplace + Rx • $199/yr
$199
Annual Membership
100+
Biomarkers Tested
252
Marketplace Products
3,000+
Quest Locations
Membership Tiers
Baseline Membership
100+ biomarkers annually, 6-month retest (60 markers), bio age, 17 health scores, AI chat, 24/7 SMS concierge, personalized action plan
$199/yr ($17/mo)
Superpower Pro
2 full-panel blood draws/year, advanced biomarker analysis, quarterly health review calls with longevity experts
$29/mo
At-Home Blood Draw (optional)
Mobile phlebotomist; free at 3,000+ Quest locations
Currently waitlist only — “designed to help you live longer, recover faster, and feel your best”
Waitlist
Platform Features
AI Health Chat — explore your data and get personalized insightsIncluded
24/7 SMS Care Team — message doctors anytime (<24hr weekday response)Included
Wearable Integration — Apple Health, Oura, WhoopIncluded
Medical Records Upload — centralize past labsIncluded
HSA/FSA EligibleYes
Why Superpower matters: At $199/yr for 100+ biomarkers + bio age + concierge + Rx access, Superpower is the lowest-cost comprehensive health platform in this space. They’re a marketplace model (curating other brands like Thorne) rather than building their own supplements — a fundamentally different approach than Blueprint or Elysium. 70% of members reportedly slowed their aging rate in year one.
Branding
Bright orange (#FC5F2B) against clean white/dark backgrounds creates an energetic, tech-startup feel — more “health app” than “doctor’s office.” Photography blends medical imagery with approachable lifestyle shots. Tone is conversational and democratizing: “a gym membership for prevention.”
Health-curious tech workers and young professionals 25–45, mixed gender, earning $75K–175K, who wear an Apple Watch or Oura ring and want comprehensive blood work without a $1,000+ membership. They see annual physicals as insufficient and want a “health operating system.”
“Quantified-self millennials and Gen-X 25–45 earning $75K+ who want a $199/year health OS that turns blood work into an actionable protocol.”
Cardio, allergy, autoimmune, thyroid, hormones, heavy metals, PFAS, BPA, etc.
TBD
Membership & Platform
KINSYN Membership
Wellness portal, 10% off labs, wearable integration, medical record aggregation (94% of U.S. facilities), AI recs, 24/7 provider messaging.
Free w/ Rx ($99 value)
Key differentiator: KINSYN claims to be the first telehealth platform with medical record aggregation from 94% of U.S. healthcare systems. Combined with an aggressive peptide catalog (14 compounds), women-first positioning, and a free membership model — they’re a serious contender. Founded by Dr. Henry Legere (Columbia MD, Harvard immunology), formerly CMO at Restore Hyper Wellness. Brand is a 2025 rebrand of JRNYS Wellness.
Branding
Clean, minimal, clinical-luxury aesthetic. White backgrounds with warm neutral tones — more premium healthcare than DTC supplement brand. Sans-serif typography throughout. Photography is clinical-lifestyle hybrid. Tone is measured and science-adjacent: “support for cellular energy and everyday resilience.” Never hype-driven. Carefully hedged, lawyer-reviewed language.
Women-skewing, ages 30–55, upper-middle to affluent, who want more than their PCP offers. Biohacking-curious but want physician oversight, not DIY peptides. Data-driven: attracted to wearable integration, AI recs, medical record aggregation. Pain points: fragmented healthcare, GLP-1 access complexity, inadequate menopause care, trust issues with gray-market vendors.
“Health-optimizing women 30–55 earning $120K+ who want physician-supervised longevity treatments, not another supplement subscription — all under one roof.”
★ Key Takeaways for Vasari
Market Gaps & Opportunities
No one owns concierge + community. Blueprint’s Immortals is $1M (3 people). Lifeforce has coaching but no community. There’s a massive gap between $149/mo and $1M/yr for high-touch, personalized longevity guidance.
Rx is commoditizing fast. Blueprint undercuts everyone on basic Rx (metformin $20/mo, tretinoin $25/mo). AgelessRx wins on breadth. Price competition will intensify.
AI is table stakes. Blueprint (BryanAI), InsideTracker (Terra), and Thorne (Taia) all have AI tools. None are deeply personalized or connected to real-time data beyond blood panels.
Testing is fragmented. Everyone offers tests but no one provides a unified longitudinal view. InsideTracker is closest but doesn’t sell interventions.
Competitive Moats
Blueprint: Bryan Johnson’s personal brand. Widest product breadth. “I did this to myself first” narrative.
InsideTracker: Deepest biomarker analytics. Pro sports relationships. Pure platform play.
Thorne: Manufacturing + NSF certification + Mayo Clinic. Practitioner network (45K). Hard to replicate.
Superpower: Lowest cost entry ($199/yr). 100+ biomarkers included. Marketplace model (curates vs. manufactures). 24/7 concierge at mass-market price.
Kinsyn: Deepest peptide catalog (14 compounds). Women-first positioning rare in longevity. Medical record aggregation (94% of U.S. facilities). Free membership with Rx. Columbia/Harvard-trained founder.
Where Vasari Can Win
1. Personalized concierge at accessible price points. The gap between “buy supplements online” ($50-$400/mo) and “concierge medicine” ($1,500-$1M/yr) is huge. A tech-enabled concierge model at $200-$500/mo could capture the underserved middle.
2. Real-time AI + data integration. None of these players connect wearables + labs + Rx + lifestyle into a truly adaptive system. Whoever builds the “closed loop” wins.
3. Community-driven protocol optimization. Blueprint is one man’s protocol. No one is building community-powered protocol sharing with real outcome data.
4. Resident health optimization. None of these players are embedded in living spaces. Vasari’s real estate + wellness integration is a category of one.
🧬
Bryan Johnson — Project Blueprint
Entrepreneur • Braintree/Venmo founder • $2M+/yr longevity spend • Most biologically measured person ever
“Don’t Die” — open-ended mission to transcend death. Every calorie must fight for its life.
98th
Fitness Percentile
98th
VO2max Percentile
~20
Epigenetic Age
Top 1%
Inflammation
$2M+
Annual Spend
Core metric: Resting heart rate (RHR) before bed as the single best health proxy. Started Project Blueprint at 42 in a broken-down state; now age 48 with elite-athlete-level muscle mass and an epigenetic age of late teens/early 20s.
⭐ Five Master Habits
Sleep — #1 longevity drug, underpins everything
Nutrition — every calorie must fight for its life
Exercise — 6 hours/week ideal
Family / Friendship / Community — love and be loved
Things to Avoid — fast food, junk, smoking, vaping, excess alcohol, social media
🌙 Sleep Protocol
Bedtime: 8:30pm, asleep within 3 minutes
Wake: ~5am naturally (no alarm)
Reframe identity as “professional sleeper”
30–60 min wind-down routine before bed
Morning light within 15–30 min of waking
Regulate evening light (red/amber bulbs only)
Bedroom 65–68°F
Consistent bedtime every night
Curate environment: dark, cool, quiet
Final meal 4+ hours before bed
No caffeine 8–10 hrs before bed (6-hr half-life)
Track sleep with wearable
RHR lowering tips: Screens off 60 min before bed, read 10 min before bed, no fights after 5pm, red/amber lights in evening
🏋️ Exercise Protocol
Total volume: 6 hours/week
Strength training: 3 sessions/week
Cardio: 3 sessions/week — 150 min moderate/zone 2 (conversational pace) + 75 min vigorous/HIIT (unable to converse)
Include flexibility, balance, and mobility work
Warm up every time, build slowly, never skip
Find a partner, track metrics, make it enjoyable
Incorporate movement throughout the day
🥗 Nutrition Protocol
Daily macros: 2,250 cal (10% caloric restriction) — 130g protein (~25%), 206g carbs (~35%), 101g fat (~40%)
All meals before noon (time-restricted eating)
Not dogmatic about labels (plant-based vs omnivore)
Women’s considerations: higher iron needs, calcium for bone density, folate if childbearing age, adjust macros to menstrual cycle
Stanford Medicine • Johns Hopkins Surgical Training • NCI Cancer Researcher • McKinsey • Host of “The Drive” • Author of “Outlive”
“Medicine 3.0 — proactive, personalized, prevention-first medicine vs reactive Medicine 2.0. The goal is not just to add years to life but life to years.”
8–12 hrs
Exercise / Week
<60
ApoB Target (mg/dL)
Top 2%
VO2max Goal
$2K+/yr
Early Medical Membership
Key differentiator: Highest evidence standards of any protocol figure. No product line, no supplements to sell. Rarely recommends without RCT or strong observational data. Explicitly skeptical of n=1 protocols. Monetizes via podcast, book, and Early Medical membership.
🏋️ Exercise — The “Centenarian Decathlon”
Framework: Train now for the physical tasks you want to do in your last decade of life
Total volume: 8–12 hours/week across four pillars
1. Stability (Foundation) — DNS (Dynamic Neuromuscular Stabilization), breathing patterns, foot/ankle stability. Trained every session.
2. Strength — 3–4 sessions/week. Deadlift, hip hinge, farmer’s carry (his #1 exercise for longevity), grip strength, squats. Eccentric emphasis.
3. Aerobic efficiency (Zone 2) — 3–4 sessions/week, 45–60 min each (180–240 min/week total). Targets: lactate <2 mmol/L during effort, conversational pace, nose-breathing preferred. Cycling, walking, rowing.
4. Anaerobic performance (VO2max) — 1 session/week. 4-minute all-out intervals with 4 min recovery, 4–6 rounds. Goal: maintain VO2max above 2 standard deviations for age.
Key metrics: VO2max (top 2% for age — single strongest correlate of all-cause mortality reduction), grip strength, dead hang duration, farmer’s carry (body weight for defined distance)
🥗 Nutrition
Not dogmatic about any single diet
Protein: 1g per pound of lean body mass — the most important macro target
Caloric appropriateness based on metabolic health markers
Previously practiced extended fasting (3–7 day water fasts quarterly); has since moved away from it
Emphasizes CGM data to understand individual glycemic responses
Limits refined carbs, emphasizes whole foods
No alcohol (quit entirely)
💊 Supplements (notably conservative)
EPA/DHA (fish oil): High-dose, 2–4g/day targeting specific EPA/DHA ratio RCT
Vitamin D3: Dose to target 40–60 ng/mL blood level RCT
Magnesium: L-Threonate or Bisglycinate RCT
Creatine monohydrate: ~5g/day RCT
Baby aspirin: 81mg (under physician guidance) RCT
Methylfolate and methyl-B12: Based on MTHFR status OBS
Notably does NOT recommend most popular longevity supplements without strong evidence
💉 Rx / Medications Discussed
Rapamycin: Discusses extensively, personally cycled it (weekly dosing). mTOR inhibition for longevity. Most discussed longevity Rx in his content. OBS
Metformin: Discussed but more skeptical than BJ. Concerned about blunting exercise adaptations. Waiting for TAME trial results. RCT
Ashwagandha: MAX 2-week periods only (prevents blunted cortisol response) RCT
❄️ Cold & Heat Exposure
Cold plunge: 1–5 min in cold water (45–55°F), ideally morning for dopamine boost (2.5x baseline, lasts hours) RCT
After hypertrophy training: AVOID cold (blunts adaptations)
After endurance training: OK to use cold
Sauna: 20 min at 170–212°F, 3–5 rounds alternating with cold OBS
Growth hormone protocol: Specific deliberate heat protocol exists for GH release
☀️ Light Exposure Protocol
Morning: 10–30 min outdoor sunlight within 30–60 min of waking (no sunglasses). Overcast = longer exposure needed. Through window = 50x less effective.
Evening: Dim lights, no overhead lights 10pm–4am. Lamps, red/amber bulbs. Blue blockers less effective than just dimming.
Backup: 10,000 LUX light pad for days without morning sun access
Vasari Overlap
Huberman Recommends
Vasari Product/Service
Notes
AG1 daily
Vasari Longevity Greens
Direct competitor product
Fish oil 2–3g
Vasari Core Stack (Omega-3)
Included
Vitamin D 5,000 IU
Vasari Core Stack
Included
Creatine 5g
Vasari Longevity Stack
Included
NMN 1–2g
Vasari Longevity Stack (NMN 500mg)
Lower dose; could offer higher
Tongkat Ali + Fadogia
New product opportunity
Not currently in Vasari catalog
Sleep stack (Mag + Apigenin + Theanine)
New product opportunity
“Vasari Sleep Stack”
Cold plunge guidance
HBC AI Coach
Coach can prescribe protocol
Sauna protocol
Vasari residential amenity
Included
Morning light protocol
HBC AI Coach
Coach nudges based on Oura data
⚡ Dave Asprey Protocol
⚡
Dave Asprey
Entrepreneur • "Father of Biohacking" • Founder of Bulletproof, Danger Coffee & Upgrade Labs
"Hedonistic biohacking — optimization through technology and enjoyment, not asceticism. I plan to live to 180."
~100
Daily Supplements
$2M+
Cumulative Spend
180
Target Lifespan (yrs)
$299+
Upgrade Labs /mo
Vasari Intel: Asprey's protocol is the most extreme supplement-forward approach. His ~100 daily pills and hedonistic branding attract tech-savvy biohackers who want to push limits. The product opportunity is in his cognitive and mitochondrial stacks — categories Vasari doesn't yet cover. His Upgrade Labs franchise model ($299+/mo) validates premium biohacking services at Vasari residential properties.
💊 Supplement Stack (~100 Daily)
Longevity Core
NR (Nicotinamide Riboside): 10g daily N=1 — extremely high dose, well above standard 300mg
Sauna, cold plunge, red light already in properties
🌿 Mark Hyman Protocol
🌿
Mark Hyman, MD
MD • Functional Medicine Pioneer • Former Head of Cleveland Clinic Center for Functional Medicine • Author of Young Forever & The Pegan Diet
"Food is medicine. The Pegan diet — the best of paleo and vegan — is the foundation. If God made it, eat it. If man made it, leave it."
Pegan
Diet Framework
75/25
Plant / Protein Ratio
7
Daily Supplements
40-65
Target Audience Age
Vasari Intel: Hyman bridges mainstream medicine and alternative health better than any other figure. His functional medicine credibility (Cleveland Clinic) combined with accessible food-as-medicine messaging makes him the ideal reference for Vasari's nutrition coaching. His supplement stack is simple and evidence-based — the Urolithin A and probiotic recommendations point to product gaps in Vasari's catalog. His Function Health partnership validates the longevity testing market Vasari is entering.
Currently 500mg; could increase or offer higher-dose option
Magnesium 400mg
Vasari Core Stack
Included in current offering
Probiotics (Seed)
New Opportunity "Vasari Gut Health"
Probiotic + prebiotic + L-glutamine — $44/mo
Urolithin A (Renual)
New Opportunity "Vasari Urolithin A"
Emerging longevity compound — $49/mo
Functional medicine testing
Vasari Advanced Panel
Expand to include DUTCH, OAT for full functional coverage
🔬 Rhonda Patrick Protocol
🔬
Rhonda Patrick, PhD
PhD Biomedical Science • Host of FoundMyFitness Podcast • Deepest Scientific Citations of Any Protocol Figure
"Micronutrient optimization and hormetic stress — sauna, cold, exercise — are the most evidence-backed tools we have for extending healthspan."
40%
All-Cause Mortality Reduction (Sauna 4-7x/wk)
65%
CV Mortality Reduction (Sauna)
16x
Growth Hormone Increase (Sauna Protocol)
8
Core Supplements
Vasari Intel: Patrick is the most research-cited figure in the longevity space. Her sauna research alone — 40% all-cause mortality reduction at 4-7x/week — is the strongest data point for Vasari's residential amenity strategy. Her sulforaphane emphasis points to a "Vasari Detox Support" product opportunity. Unlike other figures, she has no product line, making her an unbiased reference the AI coach can cite with credibility.
💊 Supplement Stack
Sulforaphane: from broccoli sprout extract or fresh sprouts — Nrf2 pathway activation, phase II detoxification enzymes RCT
Coach prescribes sauna protocol based on Patrick's research
Cold exposure
Vasari residential amenity
Cold plunge in residential properties
Time-restricted eating guidance
HBC AI Coach
Coach tracks eating window via food log timestamps
🏥 Clinical Frameworks
Overview: Three institutional-grade clinical frameworks that inform evidence-based longevity medicine. Unlike individual protocols, these represent collective medical knowledge: the IFM Functional Medicine model, Fountain Life's diagnostic platform, and the evidence-based longevity standards from meta-analyses and clinical trials.
🩺 IFM Functional Medicine Framework
🩺
Institute for Functional Medicine (IFM)
Founded 1991 • Gold-standard functional medicine training • Root-cause, systems-based approach
"Treat the patient, not the disease. Address root causes through the lens of biochemical individuality."
🛠 The Functional Medicine Matrix
ATM Framework: Every patient assessed through three lenses
Antecedents
Genetic predispositions, family history, early-life exposures
Triggers
Discrete events that initiate disease: infections, trauma, toxin exposure
Mediators
Ongoing factors that perpetuate illness: diet, stress, dysbiosis, inflammation
📈 Functional Optimal Ranges vs. Conventional "Normal"
Marker
Conventional "Normal"
IFM Functional Optimal
Gap
Fasting Glucose
65-99 mg/dL
72-85 mg/dL
Tighter range catches pre-diabetes earlier
Fasting Insulin
2.6-24.9 uIU/mL
<5 uIU/mL
5x tighter — catches insulin resistance years earlier
HbA1c
<5.7%
4.8-5.2%
Optimal metabolic health, not just "not diabetic"
TSH
0.45-4.5 mIU/L
1.0-2.0 mIU/L
Optimal thyroid function vs. absence of disease
Vitamin D
>20 ng/mL
40-60 ng/mL
2-3x higher — immune, bone, hormone optimization
Homocysteine
5-15 umol/L
<8 umol/L
Cardiovascular and cognitive protection
hs-CRP
<3.0 mg/L
<1.0 mg/L
3x tighter — true low inflammation
Ferritin
12-150 ng/mL (women)
40-100 ng/mL
Rules out both deficiency and iron overload
Key Insight: Conventional lab ranges define "normal" as the middle 95% of the population — including unhealthy people. Functional optimal ranges target where the healthiest people actually live. This is the difference between "not sick" and "optimized." Vasari's AI coach uses functional optimal ranges for all biomarker coaching.
🧪 Specialty Testing Panels
DUTCH Complete: sex hormones (estradiol, testosterone, progesterone metabolites), cortisol curve (4-point diurnal pattern), melatonin — gold standard for hormone assessment
GI-MAP: stool PCR for pathogens (H. pylori, Candida, parasites), gut inflammation markers (calprotectin, secretory IgA), digestion markers (elastase)
Organic Acids Test (OAT): 76 metabolites for mitochondrial function, neurotransmitter metabolism, yeast/bacterial overgrowth markers
The scientific consensus: What does the aggregate clinical evidence actually support for longevity? This section distills meta-analyses, large cohort studies, and randomized controlled trials into actionable standards. These are the interventions with the strongest mortality reduction data.
🏋 Exercise (Strongest Evidence) RCT
ACSM Guidelines: 150-300 min/week moderate OR 75-150 min vigorous aerobic + strength training 2x/week
VO2max: single strongest correlate of all-cause mortality reduction — 5x risk reduction top quartile vs. bottom quartile RCT
Strength training: independently reduces all-cause mortality 10-17% even without aerobic exercise Observational
Zone 2 threshold: lactate <2 mmol/L, sustainable conversation pace — foundational aerobic fitness
Dose-response: benefits plateau around 4-5x the minimum recommendations; more is not always better
💤 Sleep Observational
AASM Recommendation: 7-9 hours for adults
Short sleep (<6 hours): associated with 12% increased mortality riskObservational
Sleep quality: as important as duration — sleep architecture (deep sleep, REM cycles) matters
Consistency: regular sleep-wake times reduce cardiovascular risk independent of duration
🍴 Nutrition RCT
Mediterranean diet: most-studied dietary pattern, strongest longevity evidence across multiple large RCTs RCT
Vasari Integration: These three clinical frameworks form the evidence backbone of the Vasari Health AI coach. IFM's functional optimal ranges replace conventional lab ranges in all biomarker coaching. Fountain Life's diagnostic model informs Vasari's Advanced Panel and partner referral network. The evidence-based intervention ranking determines the priority order of coach recommendations: exercise first, sleep second, nutrition third, supplements and Rx only after the foundations are solid.
The Vasari Protocol
Evidence-first, personally adapted, AI-coached — the synthesized “best of” longevity protocol that the HBC coach follows
Philosophy
“Evidence-first, personally adapted, AI-coached.”
1. Start with the strongest evidence (exercise, sleep, nutrition)
2. Layer in supplements based on biomarker data, not guessing
3. Add Rx only when labs and physician consultation support it
4. Adapt to the individual: gender, age, goals, wearable data, lab results
5. The coach makes it feel like texting a friend, not following a textbook
Sleep Protocol All protocols converge
Target: 7–9 hours, consistent wake time
Evening: screens off 60min before bed, dim/red lights, room 65–68°F
Morning: sunlight within 30min of waking (or 10,000 LUX light)
Track: Oura Ring sleep score, RHR before bed (target <50bpm)
Social connection tracking (per evidence base: loneliness = 15 cigarettes/day)
Blog — Content Library
Protocol breakdowns, supplement guides, and longevity science. Hosted here until marketing site launches.
Protocol Deep-Dive
DRAFT
Bryan Johnson’s Complete Protocol: Everything He Does Daily
A comprehensive breakdown of Project Blueprint — from the 5:25am pre-workout drink to the $2M/year biohacking stack. Covers sleep, nutrition, supplements, Rx, skin, and advanced therapies with exact dosages and timing.
Peter Attia’s Longevity Framework: Medicine 3.0 Explained
Attia’s proactive medicine approach focuses on the “four horsemen” of chronic disease. We break down his centenarian decathlon training, Zone 2 cardio targets, and why he calls VO2max the single best predictor of longevity.
Peter AttiaMedicine 3.0VO2maxExerciseLongevity
Protocol Deep-Dive
DRAFT
Andrew Huberman’s Science-Based Health Toolkit
Stanford neuroscientist Huberman’s protocols are backed by peer-reviewed research and explained with precision. Covers his morning sunlight ritual, supplement stack, cold exposure timing, and dopamine management framework.
Andrew HubermanNeuroscienceSupplementsSleepCold Exposure
Protocol Deep-Dive
DRAFT
Dave Asprey’s Biohacking Protocol: The $2M Experiment
The “Father of Biohacking” has spent over $2M on self-experimentation. We dissect Asprey’s Upgrade Labs approach, his senolytic cycling protocol, mitochondrial stack, and why he’s betting big on stem cells and HBOT.
Dave AspreyBiohackingSenolyticsMitochondriaHBOT
Protocol Deep-Dive
DRAFT
Mark Hyman’s Pegan Diet & Longevity Approach
Dr. Hyman blends paleo and vegan principles into the Pegan framework, anchored by functional medicine. Covers his food-as-medicine philosophy, gut health protocol, supplement essentials, and Cleveland Clinic functional medicine influence.
Mark HymanPegan DietFunctional MedicineGut HealthNutrition
Dr. Patrick is the gold standard for evidence-cited longevity research. We cover her sulforaphane protocol, sauna heat-shock protein data, omega-3 index targets, and why she calls vitamin D deficiency a public health crisis.
Functional Medicine for Longevity: The Clinical Framework
IFM, Fountain Life, and evidence-based clinical protocols represent the institutional side of longevity medicine. We compare their testing panels, optimal reference ranges, and how Vasari integrates clinical rigor with consumer accessibility.
The Vasari Protocol: AI-Coached Longevity for Everyone
We synthesized the best from Bryan Johnson, Peter Attia, Andrew Huberman, and more into a single, personalized protocol. Learn how Vasari’s AI coach adapts evidence-based longevity science to your biomarkers, goals, and lifestyle.
VasariAI CoachPersonalizedProtocolLongevity
Supplement Guide
DRAFT
Longevity Supplements Compared: What Actually Works?
NMN, resveratrol, CoQ10, creatine, magnesium — which supplements have real evidence? We compare dosages, pricing, and evidence ratings across all six major longevity protocols and rank what’s worth your money.
SupplementsNMNEvidence ReviewComparisonPricing
Rx Guide
DRAFT
Longevity Rx Guide: Metformin, Rapamycin, and Beyond
Prescription medications are increasingly part of proactive longevity protocols. We review the evidence for metformin, rapamycin, acarbose, semaglutide, and tadalafil — including who should consider them and what they actually cost.
Strategic product lineup based on competitive gaps and pricing intelligence
Pricing strategy: Undercut Blueprint and Lifeforce on Rx, match or beat Superpower on testing value, and differentiate with resident-integrated wellness that no competitor offers. All prices below are recommended based on competitive positioning.
Core stack plus NAD+ precursor (NMN), CoQ10, curcumin, and creatine. Full anti-aging protocol.
8 products, AM/PM daily packs
NMN 500mg + CoQ10 200mg
Clinically-dosed across all ingredients
Formulated by longevity physicians
vs. Blueprint Medium Stack: $270 • Lifeforce full supps: ~$350+ • Elysium 5 supps: ~$200
Supplements
Vasari Performance Stack
$179/mo subscribe & save
Longevity stack plus metabolic protein, collagen peptides, and adaptogenic blend. Complete daily protocol.
11 products + protein powder
30g plant protein included
Collagen + HA for skin/joints
Ashwagandha + Rhodiola blend
vs. Blueprint Big Stack: $449 • Thorne full protocol: $300+ • AgelessRx Infinite: $65 (supps only)
Prescriptions (Rx)
Rx pricing strategy: Blueprint set the floor on basic longevity Rx ($15–$26/mo). We recommend matching or slightly undercutting on core medications while offering broader formulary than Blueprint and lower prices than AgelessRx/Lifeforce on premium treatments.
Medication
Vasari Rec'd
Blueprint
AgelessRx
Lifeforce
Notes
Metformin 500mg
$18/mo
$20/mo
$25/mo
$42/mo
Longevity staple — price leader positioning
Tadalafil 5mg
$22/mo
$24/mo
$45–60/mo
$90/mo
Vascular health + sexual wellness
Tretinoin 0.025%
$22/mo
$25/mo
$70/mo
—
Skin renewal — massive markup opportunity competitors miss
Minoxidil 2.5mg
$14/mo
$15/mo
—
$102/mo
Hair regrowth — oral form
Acarbose 25mg
$22/mo
$25/mo
$18/mo
—
Metabolic health — glucose management
Semaglutide
$149/mo
Quiz
$99–139/mo
$324/mo
Weight loss — compounded. Don't race to bottom; pair with coaching
NAD+ Injection
$89/mo
—
$99/mo
—
Premium longevity Rx — undercut AgelessRx
Sermorelin
$89/mo
—
$99/mo
$192/mo
Growth hormone support — significant demand
Estradiol (HRT)
$24/mo
$26/mo
—
$132/mo
Menopause support — underserved market
Low Dose Naltrexone
$22/mo
—
$25/mo
—
Immune modulation — growing longevity interest
All Rx include physician consultation, ongoing messaging support, and discreet shipping. No membership fee required for Rx-only customers.
30g plant protein + 8g fiber + greens blend. Complete amino acids, omega-3s, no added sugar.
vs. Blueprint Metabolic Protein: $42–$84 • Thorne Plant Protein: $49
Nutrition
Vasari EVOO (Polyphenol-Rich)
$32 500ml bottle
Cold-pressed extra virgin olive oil with 350mg+ polyphenols. Single-origin, lab-tested.
vs. Blueprint EVOO: $39 • Price advantage on staple product
Nutrition
Vasari Longevity Greens
$44/mo 30 servings
Daily greens + adaptogens + prebiotic fiber. Supports gut health, energy, and immune function.
vs. Thorne Daily Greens Plus: $72 • Significant undercut
Vasari Health — Service Tier Recommendations
Membership model designed to capture the $200–$1,500/mo concierge gap no competitor owns
The white space: Superpower offers testing + concierge for $199/yr but shallow Rx and no proprietary products. Lifeforce charges $149/mo but requires membership for everything. Blueprint has no membership model at all (except $1M Immortals). Vasari can own the $49–$299/mo tier with deeper integration, personalized AI, and resident wellness.
Starter
Vasari Essentials
$49/mo
Billed annually at $588 (or $59/mo monthly)
Annual blood panel — 80+ biomarkers
Biological age + 12 health scores
AI health coach (24/7 chat)
Personalized action plan
Wearable data integration (Oura, Whoop, Apple Health)
15% off all Vasari products
Rx access at member pricing
Monthly health insights email
Positioned between Superpower ($199/yr = $17/mo) and InsideTracker ($149/yr + $489/test). More included than both.
Most Popular
Vasari Premium
$149/mo
Billed annually at $1,788 (or $179/mo monthly)
Everything in Essentials, plus:
2x blood panels per year (80+ biomarkers)
Epigenetic age test included ($199 value)
Quarterly 30-min clinician video calls
Dedicated health advisor (async messaging)
25% off all Vasari products
Priority Rx fulfillment
Advanced biomarker add-ons at cost
Community protocol access
Same price as Lifeforce Monthly ($149/mo) but includes epigenetic testing and dedicated advisor. Lifeforce charges $199 initial on top.
Concierge
Vasari Elite
$299/mo
Billed annually at $3,588 (or $349/mo monthly)
Everything in Premium, plus:
4x blood panels per year
Advanced panels included (cardio, metabolic, heavy metals)
Monthly 45-min clinician video calls
Named longevity physician
30% off all products + free shipping
Priority access to new products & protocols
Genetic/DNA analysis included
Personalized supplement formulation
Concierge scheduling & coordination
Captures the gap between Lifeforce ($149/mo) and boutique longevity clinics ($500+/mo). No competitor offers this level at this price.
Specialized Programs
Weight Management
Vasari Transform
$199/mo
Includes GLP-1 medication + coaching
Compounded semaglutide or tirzepatide
Physician-guided titration
Bi-weekly coaching check-ins
Metabolic panel at start + 90 days
Nutrition guidance + meal planning
Body composition tracking
vs. AgelessRx semaglutide ($139/mo, no coaching) • Lifeforce ($149/mo membership + $270 semaglutide = $419/mo). Vasari bundles everything.
Hormone Health
Vasari Optimize
$179/mo
Includes HRT medication + monitoring
Full hormone panel (testosterone, estradiol, DHEA, thyroid)
FDA-approved HRT medications
Quarterly clinician reviews
Ongoing lab monitoring
Supplement stack optimization
Available for men and women
vs. Lifeforce Testosterone Program ($99/mo + Rx costs) • AgelessRx (à la carte Rx). Vasari bundles labs + meds + coaching.
Residential
Vasari Resident
Custom
Integrated into Vasari properties
Category of one — no competitor offers this
Everything in Elite membership
On-site health screenings & blood draws
In-building wellness amenities
Environmental optimization (air, water, light)
Community health challenges & events
Concierge coordination for specialists
Smart home health integrations
No competitor operates in real estate. This is Vasari's unique moat — wellness embedded where people live.
Revenue Model Summary
Revenue Stream
Price Range
Margin Est.
Competitive Advantage
Memberships
$49–$299/mo
70–80%
Recurring, predictable. Captures $200–$1,500/mo gap in market.
Rx Prescriptions
$14–$149/mo
30–45%
Price leader on basics. Bundle with coaching for premium.
Supplement Stacks
$69–$179/mo
55–65%
Lower than Blueprint ($98–$449), higher quality than marketplace.
Testing Add-Ons
$149–$199
40–50%
Undercut Elysium ($299–$499), Thorne ($390–$830).
Skincare/Haircare
$79–$89/mo
60–70%
Half the price of Blueprint stacks. Cross-sell with Rx.
Devices
$699
35–45%
Undercut Blueprint Laser Cap ($999) by 30%.
Food/Nutrition
$32–$54
40–50%
Undercut Blueprint across the board.
Resident Program
Custom
High
Zero competition. Unique to Vasari properties.
Estimated Annual Revenue Per Customer
Based on tier mix and product attach rates
Essentials member
$1,200–$2,400/yr
Premium member
$3,500–$5,500/yr
Elite member
$6,000–$9,000/yr
Transform/Optimize
$4,000–$6,500/yr
Resident
$8,000–$15,000+/yr
Includes membership + estimated product/Rx attach. Assumes 40% of members add supplement stack, 25% add Rx, 15% add skin/hair.
Vasari Health — Customer Personas
Five core segments driving B2C nationwide acquisition — each with distinct motivations, channels, and lifetime value
Market sizing: The US longevity/wellness market is ~$180B (2025). The addressable slice — health-motivated consumers willing to pay $50–$300/mo for personalized protocols — is roughly 8–12M Americans. Vasari targets the top 5% who want more than supplements but less than concierge medicine.
"I've read Huberman, I track my HRV, and I want a system — not another supplement brand."
Elite $299/mo • LTV: $8,500+
Behaviors
Already uses 5–10 supplements, Oura/Whoop, and has done blood work
Listens to Huberman, Attia, Sinclair; follows Bryan Johnson
Spends $200–$500/mo on health already (scattered across brands)
Wants data-driven decisions, not wellness vibes
Pain Points
No single platform connects labs + Rx + supplements + wearables
Overwhelmed by conflicting supplement advice
Can't get longevity Rx (metformin, acarbose) from regular doctor
Wants to know if what he's doing is actually working
Why Vasari Wins
Consolidates his fragmented stack into one platform. AI coach synthesizes labs + wearable data. Longevity Rx access without awkward PCP conversations. Quarterly bio age tracking proves ROI.
Female/Male, 32–55 • $75K–$180K HHI • Any industry • Suburban/Urban
"I want GLP-1 medication but my insurance won't cover it, and I don't trust the random telehealth ads."
Transform $199/mo • LTV: $4,200
Behaviors
Has researched semaglutide/tirzepatide online extensively
May have tried and failed with diet/exercise alone
Price-sensitive but willing to pay for legitimacy and support
Wants coaching alongside medication, not just a prescription mill
Pain Points
Insurance denial or $1,000+/mo brand-name cost
Overwhelmed by shady telehealth GLP-1 providers
Worried about side effects, needs ongoing clinical support
Doesn't want to just lose weight — wants to keep it off
Why Vasari Wins
Medical-grade GLP-1 program with real provider oversight (not a prescription mill). Coaching + nutrition guidance for sustainable results. Lab monitoring to ensure safety. Clear exit strategy and maintenance protocol.
Acquisition Channel
Meta/Instagram ads (before/after, testimonials), Google Search ("semaglutide online," "GLP-1 near me"), TikTok health creators, referral from existing members
"I don't have time to research all this. Just tell me what to take and make it show up at my door."
Premium $149/mo • LTV: $6,800
Behaviors
High income, time-poor — delegates health like they delegate work
Gets annual physical but knows it's surface-level
May have a family history concern (heart disease, cancer, diabetes)
Will pay premium for convenience and white-glove experience
Pain Points
Primary care doctor offers reactive, not preventive, medicine
Doesn't want to become a "biohacker" — just wants to be optimized
No time to research supplements, stack protocols, or interpret blood work
Concierge medicine is $5K–$20K/yr and still doesn't cover longevity
Why Vasari Wins
Done-for-you health optimization. One subscription, everything handled. AI + provider team does the thinking. HSA/FSA makes it tax-efficient. Quarterly reports prove value to justify the spend.
Acquisition Channel
LinkedIn thought leadership, executive wellness podcasts, referral/word-of-mouth, partnerships with executive coaching firms, high-end gym partnerships (Equinox, Lifetime)
🌱
The Wellness-Curious Woman
Female, 30–48 • $80K–$200K HHI • Any industry • Urban/Suburban
"I take a multivitamin and collagen but have no idea if they're actually doing anything."
Premium $149/mo • LTV: $5,400
Behaviors
Active on Instagram/TikTok wellness community
Buys from Thorne, Moon Juice, Ritual, or AG1
Interested in hormones, skin, energy, and aging gracefully
Values aesthetics and brand experience alongside efficacy
Pain Points
Doctor dismisses hormone concerns as "normal for your age"
Confused by supplement marketing — can't tell what's real
Wants skin/hair solutions backed by data, not influencer hype
Perimenopause/hormone shifts with no clear medical guidance
Why Vasari Wins
Blood work reveals what's actually off (not guessing). Hormone optimization via CareHRT program. Skin/hair protocols backed by labs. Beautiful app experience she'd actually share with friends. Replaces 3–5 random subscriptions with one integrated platform.
Male/Female, 48–65 • $100K–$250K HHI • Established career • Suburban
"My dad had a heart attack at 58. I'm 52 and I want to make sure I'm around for my grandkids."
Essentials $49/mo → Premium $149/mo • LTV: $4,800
Behaviors
Motivated by fear of specific disease (heart, cancer, Alzheimer's)
Has disposable income and insurance but wants more than insurance covers
Less tech-savvy — needs simple onboarding and clear guidance
Starts conservative (Essentials) and upgrades as trust builds
Pain Points
Standard blood work misses longevity-specific markers
Doctor says "you're fine" but doesn't test for early warnings
Wants proactive screening (ApoB, hsCRP, insulin, HbA1c) not available at PCP
Intimidated by biohacker culture — wants medical, not experimental
Why Vasari Wins
Comprehensive lab panel catches what regular physicals miss. Medical credibility (real providers, real Rx). Simple entry point at $49/mo lowers risk. Family history-informed protocols. Non-intimidating brand — health optimization, not biohacking.
Acquisition Channel
Google Search ("comprehensive blood test," "preventive health screening"), Facebook ads (family/health messaging), physician referral partnerships, health fair sponsorships, email marketing (educational drip)
Persona Mix & Revenue Impact
Persona
% of Members
Primary Tier
Monthly ARPU
Est. LTV (24mo)
Product Attach
Rx Attach
Churn Risk
The Optimizer
15%
Elite $299
$450
$8,500
85%
70%
Low
Weight Loss Seeker
30%
Transform $199
$220
$4,200
25%
95%
Med
Proactive Professional
20%
Premium $149
$230
$6,800
55%
35%
Low
Wellness-Curious Woman
20%
Premium $149
$195
$5,400
60%
30%
Med
Aging-Concerned Parent
15%
Essentials $49
$85
$4,800
40%
20%
Low
Blended Average
100%
—
$215
$5,600
50%
52%
—
Key insight: The Weight Loss Seeker (30% of members) is the volume acquisition engine — highest intent, lowest CAC, driven by GLP-1 demand. But The Optimizer (15%) and Proactive Professional (20%) drive disproportionate revenue at $230–$450 ARPU with lower churn. Acquire with GLP-1, retain with full-stack longevity. The transition from "weight loss customer" to "health optimization member" is the critical retention lever.
Vasari Health — Go-to-Market Strategy
Nationwide B2C acquisition plan — channels, CAC targets, funnel metrics, and launch phasing
Acquisition Funnel
Awareness — 500K impressions/mo
Site Visitors — 25K/mo (5% CTR)
Quiz / Intake Started — 5K/mo (20%)
Checkout — 1,250/mo (25%)
Converted Member — 750/mo (60%)
Target CAC: $85–$140 blended
LTV:CAC Ratio: 40:1 → target 5:1+
Payback Period: < 45 days (first membership payment)
Blended Conversion: 3% visitor → member
Channel Strategy
Paid — 45% of budget
Meta / Instagram Ads
Target CAC: $65–$95
Primary persona: Weight Loss Seeker, Wellness-Curious Woman
Before/after testimonials (compliant with Meta health ad policies)
Quiz-style lead magnets ("What's your biological age?")
Retargeting: quiz starters who didn't convert
Lookalike audiences from first 200 members
Scale potential: High — largest addressable audience
Vasari residential properties — built-in distribution (slow build, brand halo)
Scale potential: High long-term — each partner is a channel
CAC & Payback by Persona
Persona
Target CAC
Primary Channel
Monthly ARPU
Payback Period
24-Mo LTV
LTV:CAC
The Optimizer
$120–$160
Podcast, Content, X/Twitter
$450
< 1 month
$8,500
53x
Weight Loss Seeker
$65–$95
Meta Ads, Google Search
$220
< 1 month
$4,200
47x
Proactive Professional
$130–$180
LinkedIn, Podcasts, Partnerships
$230
< 1 month
$6,800
38x
Wellness-Curious Woman
$55–$85
Instagram, TikTok, Influencer
$195
< 1 month
$5,400
64x
Aging-Concerned Parent
$70–$110
Google Search, Facebook, Email
$85
1–2 months
$4,800
48x
Blended
$85–$120
—
$215
< 1 month
$5,600
47x
GTM Launch Phases
1
Founders Club (Months 1–2) — 100 members
Budget: $5K/mo. Personal network, Twitter/X, waitlist from landing page. Hand-pick first members for product feedback. Offer lifetime 30% discount as founding member perk. Zero paid ads — all organic and direct outreach. Goal: prove retention and get 10+ testimonials.
2
Controlled Growth (Months 3–6) — 500 members
Budget: $25K/mo. Turn on Meta ads (GLP-1 focus first — highest intent). Launch referral program. 2–3 podcast sponsorships (Tier 2). Start SEO content engine (2 posts/week). A/B test quiz funnel vs. direct checkout. Target: 100 new members/mo.
3
Scale (Months 7–12) — 2,000 members
Budget: $75K/mo. Scale winning Meta/Google campaigns. Add YouTube pre-roll. Launch TikTok/IG influencer program. First gym partnership (1–2 locations). Hire growth marketer. Referrals should be 15–20% of new members. Target: 250 new members/mo.
4
Acceleration (Months 13–24) — 5,000–10,000 members
Budget: $150K–$250K/mo. Tier 1 podcast deals (Huberman, Attia). National gym partnerships. Employer wellness pilots. PR/earned media push. Mobile app drives engagement + referrals. Referrals at 25%+. CAC should be declining as brand builds. Target: 500–800 new members/mo.
The GLP-1 wedge: Weight loss is the #1 search-intent driver in health right now. Lead with GLP-1 acquisition (lowest CAC, highest volume), then upsell to full longevity stack. 40% of GLP-1 members add supplements within 3 months. 25% upgrade tiers within 6 months. GLP-1 is the door. Longevity is the house.
Vasari Health — 24-Month Pro Forma
Financial projections based on persona mix, tier pricing, product attach rates, and GTM spend
Key assumptions: 5% monthly churn (blended). Tier mix: 15% Essentials, 30% Transform, 20% Premium, 20% Premium (wellness), 15% Elite. Product attach ramps from 25% → 50% over 12 months. Rx attach ramps from 30% → 52%. Marketing budget scales with revenue (targeting 20–25% of revenue). Team of 4 at launch, 12 by Month 12, 20 by Month 24.
Quarterly P&L Summary
Line Item
Q1
Q2
Q3
Q4
Year 1
Q5
Q6
Q7
Q8
Year 2
Members
Ending Members
150
450
1,000
1,800
1,800
2,800
4,000
5,500
7,500
7,500
New Members (quarter)
150
375
700
1,100
2,325
1,400
1,800
2,200
2,800
8,200
Churned (quarter)
0
75
150
300
525
400
600
700
800
2,500
Avg Monthly Churn
0%
5%
5%
5%
5%
5%
5%
4.5%
4%
4.5%
Revenue
Membership Revenue
$36K
$135K
$345K
$648K
$1.16M
$1.01M
$1.44M
$1.98M
$2.70M
$7.13M
Product Revenue (supplements, skin, hair)
$5K
$27K
$86K
$194K
$312K
$310K
$480K
$688K
$975K
$2.45M
Rx Revenue
$4K
$22K
$70K
$156K
$252K
$252K
$392K
$561K
$795K
$2.00M
Lab / Testing Revenue
$3K
$9K
$20K
$36K
$68K
$56K
$80K
$110K
$150K
$396K
Total Revenue
$48K
$193K
$521K
$1.03M
$1.80M
$1.63M
$2.39M
$3.34M
$4.62M
$11.98M
Cost of Goods Sold
CareValidate (telehealth)
($5K)
($18K)
($45K)
($86K)
($154K)
($134K)
($192K)
($264K)
($360K)
($950K)
PerfectRx (fulfillment)
($3K)
($12K)
($35K)
($72K)
($122K)
($108K)
($160K)
($224K)
($312K)
($804K)
Product COGS (30–35%)
($2K)
($9K)
($30K)
($68K)
($109K)
($105K)
($163K)
($234K)
($331K)
($833K)
Lab Costs
($5K)
($14K)
($30K)
($54K)
($103K)
($84K)
($120K)
($165K)
($225K)
($594K)
Payment Processing (3%)
($1K)
($6K)
($16K)
($31K)
($54K)
($49K)
($72K)
($100K)
($139K)
($360K)
Total COGS
($16K)
($59K)
($156K)
($311K)
($542K)
($480K)
($707K)
($987K)
($1.37M)
($3.54M)
Gross Profit
$32K
$134K
$365K
$723K
$1.25M
$1.15M
$1.69M
$2.35M
$3.25M
$8.44M
Gross Margin
67%
69%
70%
70%
70%
71%
71%
70%
70%
70%
Operating Expenses
Team (salaries + benefits)
($80K)
($120K)
($180K)
($240K)
($620K)
($300K)
($360K)
($420K)
($480K)
($1.56M)
Marketing & Growth
($15K)
($50K)
($125K)
($225K)
($415K)
($350K)
($450K)
($600K)
($750K)
($2.15M)
Tech / Infrastructure
($15K)
($20K)
($30K)
($40K)
($105K)
($50K)
($60K)
($75K)
($90K)
($275K)
G&A (legal, accounting, ops)
($20K)
($25K)
($30K)
($35K)
($110K)
($40K)
($45K)
($50K)
($55K)
($190K)
Total OpEx
($130K)
($215K)
($365K)
($540K)
($1.25M)
($740K)
($915K)
($1.15M)
($1.38M)
($4.18M)
EBITDA
($98K)
($81K)
$0K
$183K
$4K
$410K
$770K
$1.20M
$1.87M
$4.25M
EBITDA Margin
–204%
–42%
0%
18%
0.2%
25%
32%
36%
40%
35%
Cumulative Cash Position
($98K)
($179K)
($179K)
$4K
$4K
$414K
$1.18M
$2.38M
$4.25M
$4.25M
Key Metrics at Scale (Month 24)
7,500
Active Members
$12M
Year 2 Revenue
$4.25M
Year 2 EBITDA
$1.54M
Monthly Run Rate (M24)
35%
EBITDA Margin
$215
Blended ARPU
Revenue Mix Evolution
Year 1 — $1.8M Revenue
Membership$1.16M (65%)
Products (supplements, skin, hair)$312K (17%)
Rx Revenue$252K (14%)
Lab / Testing$68K (4%)
Membership-heavy as product attach ramps. Breakeven in Q3.
Year 2 — $12M Revenue
Membership$7.13M (60%)
Products (supplements, skin, hair)$2.45M (20%)
Rx Revenue$2.00M (17%)
Lab / Testing$396K (3%)
Product + Rx grow to 37% of revenue as attach rates mature. 35% EBITDA margin.
Headcount Plan
Role
Launch (Q1)
Month 6
Month 12
Month 18
Month 24
Co-founders
2
2
2
2
2
Engineering
1
2
3
4
5
Growth / Marketing
0
1
2
3
4
Member Success / Ops
1
2
3
4
6
Product / Design
0
0
1
1
2
Finance / Legal
0
0
1
1
1
Total
4
7
12
15
20
Quarterly Payroll
$80K
$150K
$240K
$340K
$480K
Funding Requirements
Bootstrapped Path
Capital needed to breakeven~$180K
Time to breakevenMonth 7–8
Max cash trough($179K)
Viable if founders take minimal salary in Q1–Q2. Requires disciplined marketing spend and lean team. Growth constrained to ~250 members/mo.
Venture Path (Seed Round)
Raise amount$750K–$1.5M
Use: Marketing acceleration40%
Use: Team hiring30%
Use: Product inventory15%
Use: Ops + buffer15%
Accelerates to 500+ members/mo by Month 8. Enables faster product line expansion and Tier 1 podcast deals. 18–24 month runway to Series A metrics ($2M+ ARR).
Sensitivity Analysis
Scenario
Change
Year 2 Revenue
Year 2 EBITDA
Breakeven
Impact
Base Case
—
$12.0M
$4.25M (35%)
Month 7
—
Churn +2% (7% monthly)
Churn 5% → 7%
$8.9M
$2.4M (27%)
Month 9
Revenue –26%
CAC +50% ($140 blended)
CAC $95 → $140
$12.0M
$3.1M (26%)
Month 9
EBITDA –27%
Product attach –50%
Attach 50% → 25%
$10.0M
$3.5M (35%)
Month 8
Revenue –17%
Slow growth (50% of target)
Member growth halved
$6.2M
$1.5M (24%)
Month 11
Revenue –48%
Bull case (150% growth)
Faster acquisition
$17.5M
$6.8M (39%)
Month 5
Revenue +46%
Biggest risk: Churn. A 2-point increase in monthly churn cuts Year 2 revenue by 26% and pushes breakeven out 2 months. The #1 investment after launch should be retention — lab result engagement, AI coaching quality, Rx refill automation, and quarterly "progress reports" that make members feel their investment is working. The GLP-1 cohort is highest churn risk (goal-based, not lifestyle-based). Convert them to full-stack longevity members before they hit goal weight.
Vasari Health — Business Architecture
End-to-end system design: vendor stack, data flows, compliance, and unit economics
System Architecture
Customer Touchpoints
Web App
vasari.health
Mobile App
iOS + Android
AI Health Coach
Chat / Voice
Wearable Sync
Oura, Whoop, Apple
↓ ↓ ↓
Vasari Platform (Core)
Member Portal
Dashboard, Health Scores, Plans
Order Engine
Supps, Rx, Labs, Devices
Subscription Billing
Stripe + HSA/FSA
AI Engine
Personalization, Recommendations
Patient Records
HIPAA-compliant EHR
Admin Console
Ops, Support, Analytics
↓ API ↑
Vendor & Partner Layer
CareValidate
Telehealth / Provider Network
PerfectRx
Pharmacy / Fulfillment
Quest / Labcorp
Lab Testing / Draws
White-Label Mfg
Supplement Manufacturing
Truemed
HSA/FSA Payments
↓ ↓ ↓
Infrastructure & Compliance
HIPAA Hosting
AWS / Railway
Auth & Identity
SOC 2 compliant
Monitoring
Logging, Alerting
Data Warehouse
Analytics, ML Pipeline
Core Vendor Stack
Telehealth
CareValidate
White-label telehealth orchestration — provider network, AI engine, pharmacy integration
RAG over member's lab history, genetics, wearable data
Competitors: BryanAI (Blueprint), Terra AI (InsideTracker), Taia (Thorne), Carrie (CareValidate). Vasari AI combines all data sources — labs, Rx, wearables, genomics — that no competitor integrates fully.
Protocol Knowledge Layer
New capability: Structured protocol data feeds the AI coach's recommendations. Every protocol recommendation maps to a Vasari product, service, or Rx — enabling evidence-linked, personalized coaching at scale.
Lab order placed automatically. Member visits nearest Quest/Labcorp PSC or uses at-home kit. 80+ biomarkers analyzed. Results flow to provider and member dashboard within 48 hours.
Board-certified provider reviews labs, health history, and wearable data. Recommends personalized protocol: supplements, Rx, lifestyle modifications. Async or video visit.
CareValidate (provider network, consult platform, Carrie AI assist)
4
Prescription & Product Fulfillment
Provider-approved Rx transmitted electronically. Supplements, Rx, and OTC products consolidated into single Vasari-branded shipment. Same-day processing, 2–4 day delivery.
CareValidate (e-prescribe) → PerfectRx (dispense + ship) → Member doorstep
5
Ongoing Monitoring & AI Coaching
Wearable data streams daily. AI coach provides personalized insights, protocol adjustments, and proactive alerts. Quarterly labs for Premium+. Unlimited provider messaging.
Vasari AI Engine → Member App (insights) → CareValidate (provider follow-ups)
6
Renew & Optimize
Subscription auto-renews. Quarterly labs track progress. AI adjusts recommendations based on trends. Annual biological age score tracks longitudinal improvement. Members see their "age delta" shrink over time.
Stripe (renewal) → Vasari AI (protocol update) → CareValidate (re-consult if needed)
API Integration Map
Integration
Direction
Protocol
Key Events / Endpoints
Frequency
CareValidate
Bi-directional
REST + Webhooks
Create patient, order lab, submit consult, e-prescribe, consult.completed, rx.approved, lab.results
Soft launch with 100 founding members. AI health coach v1 (Claude-powered). Wearable integrations (Oura, Apple Health). Full lab panel + bio age scoring. Expand to 8 supplement SKUs. Marketing: content, partnerships, founder network.
Q1
Phase 3 — Scale (Weeks 17–26)
Mobile app (React Native). AI coach v2 with proactive insights. Expand Rx formulary to 15+ medications. Skin/hair care product line launch. Resident wellness program for property partners. Target: 1,000 members.
Q2
Phase 4 — Optimize (Weeks 27+)
SOC 2 Type II certification. Advanced diagnostics (genomics, metabolomics). B2B partnerships (employers, insurers). International expansion (UK, UAE). Target: 5,000 members, $1M+ MRR.
CLIA-certified, biomarker coverage, member experience, cost
High
DNA / Epigenetic Testing
TruDiagnostic (bio age), Elysium Index, SiPhox Health
Biological age algorithm, clinical validity, API integration
Medium
Customer Support Platform
Intercom, Zendesk, Front
HIPAA-compliant messaging, AI assist, shared inbox
Medium
Marketing / CRM
HubSpot, Klaviyo (email), Attio (CRM)
HIPAA-aware, lifecycle marketing, segmentation
Later
Key architecture advantage: By using CareValidate (telehealth) + PerfectRx (pharmacy) as the clinical backbone, Vasari operates as a technology & brand company — not a healthcare provider. This MSO model means no medical licenses to manage, no pharmacy to operate, no providers to employ. Vasari owns the member relationship, the data, the AI, and the brand. Vendors handle the regulated complexity.
Hot Body Coach — Technical Architecture
What's built, how it connects, and where it runs — updated April 2026
In ProgressPhase 5: Oura Ring + scheduling + polish + deploy to Railway
Architecture note: The coaching engine uses Claude's native tool_use for intent routing — no separate classifier step. Sonnet receives the user's message with 7 available tools (log_food_text, log_food_photo, log_body_photo, get_daily_summary, get_personal_records, get_oura_comparison, respond_only) and picks the right one. This replaced the previous Haiku-based intent classifier, reducing latency and improving accuracy.
Admin Console — AI Settings
Per-user coach personality, tone, and behavior controls
🔍
RM
Roby Miller +1 (319) 259-2295 • Active • Week 3 • Flirty
Coach Personality
Behavior Toggles
Pet Names
Use terms like “babe”, “champ”, “boo”
Emojis
Include emojis in responses
Short Replies
Keep responses under ~50 words
Multi-Bubble
Split long messages into separate bubbles
Live Preview
How the AI responds with current settings — Flirty + Female + Pet Names ON
Today 12:34 PM
just had a chicken caesar salad and a protein shake
ooh nice combo babe! logged it:
Chicken Caesar Salad — ~520 cal, 38g protein Protein Shake — ~160 cal, 30g protein
that's 68g protein before 1pm, you're crushing it today
Same message with Tough Love + Male + No Pet Names
just had a chicken caesar salad and a protein shake
Logged. Caesar salad — 520 cal, 38g P. Shake — 160 cal, 30g P.
68g protein by noon. Solid. Don't coast — hit 150g by end of day.
User Status
Field
Value
Onboarding
Complete
Status
Active
Goal
Lose fat + build muscle
Experience
Intermediate
Check-in Time
08:00 (America/New_York)
Oura Connected
Not connected
Current Week
0
Messages
22 total (12 inbound, 10 outbound)
Joined
April 23, 2026
Analytics Dashboard
2
Total Users
22
Messages
1
Active Today
0
Oura Connected
User Experience — SMS Coaching
What the user sees: onboarding, daily coaching, food logging, and check-ins
Onboarding Flow
5-Step State Machine
1
Name
HBC asks for their name → stores to users.name
2
Goal
Lose fat, build muscle, both, or healthier → users.goal
3
Context
Freeform — diet restrictions, injuries, etc. → users.goal_detail
Queries Oura + nutrition data, returns best scores
“how do I compare to last month?”
get_oura_comparison
Today vs 30d avg for steps, sleep, readiness, calories
“hey what's up” / “thanks!”
respond_only
Personality-aware conversational response, no data action
Design principle: The user never sees menus, buttons, or commands. Everything is natural language over SMS. The AI routes intent behind the scenes using Claude's native tool_use. This makes HBC feel like texting a real coach, not using an app.
Ecommerce Architecture
Stack: Railway + Supabase + Next.js 15 + Stripe — Research April 2026
Next.js parses bodies by default. Must get raw body for Stripe signature verification.
Inventory race conditions
Use SELECT FOR UPDATE or advisory locks. Two simultaneous checkouts WILL oversell.
SMS + URLs = spam risk
Carriers may flag Stripe links as spam. Use your own domain shortlinks.
Supplement regulations
FDA labeling, GMP manufacturing, state-specific rules. Schema needs lot numbers + expiry dates.
Railway cold starts
Idle services may cold start. Stripe webhooks will retry but first attempt may timeout.
Competitive Edge
The AI SMS coach as a commerce channel is genuinely novel. Plus, the partner stack (CareValidate + PerfectRx) handles clinical + fulfillment — we build the AI layer and store.
PerfectRx — Rx + supps + OTC in one branded shipment (replaces ShipStation)
Truemed — HSA/FSA auto-substantiation + LMN (already chosen over Flex)
White-label Mfg — 60–75% margins on proprietary supplements
Our moat: AI coach relationship drives compliance + commerce. Partner stack handles clinical + fulfillment. We own the customer experience and data layer. Nobody else can text-to-buy.
Full architecture doc: Complete 16-table SQL schema, Stripe webhook handler patterns, SMS commerce flows, and ShipStation integration details saved to ECOMMERCE_ARCHITECTURE.md in the repo.
Conversations
Real-time message monitor with iMessage features — typing indicators, read receipts, tapbacks, human takeover
Morning champ! Your Oura says 7.2 hrs sleep (score: 82). Readiness 78 — solid day ahead. What's for breakfast?
Read 8:02 AM ✓✓
eggs and toast, coffee with oat milk
❤️
8:14 AM
Logged it babe!
Delivered ✓
2 eggs + toast — 340 cal, 18g P Coffee w/ oat milk — 45 cal, 1g P
Delivered ✓
385 cal, 19g protein to start. Front-load that protein at lunch!
Read 8:15 AM ✓✓
just had a chicken caesar salad and a protein shake
12:34 PM
HBC is typing...
Tapback:
Human Takeover Mode — Pauses AI, all replies sent as you
RM
Roby Miller
ActiveWeek 3
+1 (319) 259-2295
Details
GoalLose fat + muscle
ExperienceIntermediate
Check-in8:00 AM ET
ToneFlirty
GenderNeutral
OuraNot connected
Today's Macros
Calories1,065 / 2,100
Protein87g / 150g
Meals logged3
51% of daily target
Notes
Responds well to playful competition. Currently cutting for summer.
Staff • Apr 23
Likes being called "champ". Prefers short replies.
AI learned • Apr 22
AI Insight
Pattern: Roby logs consistently until Thursday then goes quiet on weekends. Consider a Friday evening nudge to maintain weekend tracking.
iMessage / SendBlue Features
Typing Indicators
Feel human, not instant
Configurable delay (1–10s) before response. Shows “...” typing bubble in user's iMessage. Longer messages = longer typing. Makes AI feel like it's actually thinking.
Read Receipts
Controlled visibility
Auto-read on receive or manual. Admin sees delivery status for every message: Sent → Delivered → Read. Failed messages flagged in red with retry option.
Tapback Reactions
Quick acknowledgment
AI can react to user messages with tapbacks (👍 ❤️ 😂 !! ? 👎). Admin can send manual tapbacks. Great for acknowledging food logs without a full reply.
Full-Res Media
No MMS compression
iMessage sends full-resolution photos (vs MMS compression). Better for food photo analysis and body progress comparison. Metadata preserved.
Human Takeover
Seamless handoff
Toggle pauses AI responses for a conversation. Admin replies go through as HBC identity. User never knows a human jumped in. Toggle back to resume AI.
Escalation Queue
Auto-flag problems
AI flags conversations where user seems frustrated, confused, or requesting cancellation. Red dot + badge in conversation list. Admin reviews and intervenes.
Analytics Dashboard
Operational metrics, coaching quality, and user engagement at a glance
47
Total Users
312
Messages Today
2.1s
Avg Response Time
84
Quality Score (7d)
31
Active Today
18
Oura Connected
Onboarding Funnel
Signed up
47
Name entered
43
Goal set
40
Context given
36
Onboarding complete
33
Logged food (day 1)
27
Active week 2+
20
Tool Usage (Last 7 Days)
Tool
Calls
% of Total
log_food_text
847
42%
respond_only
523
26%
get_daily_summary
312
15%
log_food_photo
148
7%
get_personal_records
89
4%
get_oura_comparison
62
3%
log_body_photo
34
2%
AI Cost (Last 7 Days)
By model
Sonnet 4 (coaching)$12.40
Haiku 4.5 (food parsing)$0.85
Opus 4 (weekly reviews)$3.20
Total$16.45
$0.35 / user / week • $0.008 / message avg
User Management
View, edit, and manage all HBC users — onboarding status, preferences, wearable connections
User
Phone
Status
Goal
Onboarding
Oura
Tone
Week
Messages
Joined
Roby Miller
+1 (319) 259-2295
Active
Both
Complete
No
Flirty
3
156
Apr 1
Emily Smith
+1 (555) 867-5309
Active
Lose fat
Complete
Yes
Gentle
5
234
Mar 20
Jake Davis
+1 (555) 234-5678
Active
Build muscle
Complete
Yes
Tough Love
8
412
Feb 28
Anna Lee
+1 (555) 345-6789
Churned
Healthier
Complete
No
Gentle
2
48
Apr 10
Mike Kim
+1 (555) 456-7890
Active
Both
Complete
Yes
Hype
12
689
Jan 30
Sarah Chen
+1 (555) 567-8901
Onboarding
—
Step 3
No
Flirty
0
6
Today
Click any row to open the user profile modal. Edit coach personality, toggle active/paused, view conversation history, and manage wearable connections.
User Profile
RM
Roby Miller
+1 (319) 259-2295 • iMessage
ActiveWeek 3Intermediate
Profile
Goal
Lose fat + build muscle
Experience
Intermediate
Check-in Time
8:00 AM ET
Joined
April 1, 2026
Total Messages
156
Timezone
America/New_York
Coach Personality
Pet Names
Emojis
Short Replies
Multi-Bubble
Wearables
Oura RingNot connected
Notes
User Profile
ES
Emily Smith
+1 (555) 867-5309 • iMessage
ActiveWeek 5Oura
Profile
Goal
Lose fat
Experience
Beginner
Check-in Time
7:30 AM CT
Joined
March 20, 2026
Total Messages
234
Timezone
America/Chicago
Coach Personality
Oura Ring Data (Today)
Sleep Score
88
Readiness
82
Steps
6,420
Active Cal
340
Food Log Review
Monitor AI food parsing accuracy — catch bad estimates, correct entries, review low-confidence logs
127
Entries Today
89%
High Confidence
8%
Medium Confidence
3%
Low Confidence
Low-Confidence Queue 4 need review
User
Time
Raw Input
AI Parsed
Calories
Protein
Source
Confidence
Action
Jake D.
12:45 PM
“had that thing from chipotle again”
Chipotle burrito bowl
680
42g
text
Low
Emily S.
11:30 AM
“smoothie from the place on 5th”
Mixed fruit smoothie
250
8g
text
Low
Mike K.
1:20 PM
[food photo]
Pasta with meat sauce
520
28g
photo
Med
Roby M.
9:15 AM
“my usual”
???
—
—
text
Failed
Recent High-Confidence Entries
User
Time
Description
Calories
Protein
Source
Confidence
Roby M.
12:34 PM
Chicken caesar salad + protein shake
680
68g
text
High
Emily S.
12:10 PM
Greek yogurt w/ berries + granola
280
22g
text
High
Jake D.
8:30 AM
KIND protein bar (barcode: 602652171185)
250
12g
barcode
High
Mike K.
8:15 AM
4 egg whites + 2 slices wheat toast
290
26g
text
High
Prompt Editor
Edit AI personality, rules, banned phrases, and knowledge base — changes apply instantly, no redeploy
Soul Document — Core personality definition
Last edited: Apr 24, 2026 at 3:15 PM
Active Rules 8 rules
Max response length: 50 words unless user asks for detail
Always include macros: Show calories + protein for every food log
No medical advice: Redirect health concerns to a doctor
Celebrate PRs: Acknowledge personal records with enthusiasm
Morning context: Reference Oura data in morning check-ins if connected
No calorie shaming: Never say “that's a lot of calories” or similar
Barcode priority: Use barcode data over AI estimates when available
Weekly weigh-in prompts: Ask for weight every Monday Disabled
Banned Phrases 12 phrases
as an AII'm an artificiallanguage modelI don't have feelingscheat mealcheat dayguilty pleasurebad foodjunk foodI cannotI'm not able todisclaimer
Quality Scoring
Auto-judge scores every conversation on 6 criteria — catch problems before users notice
84
Overall Score (7-day avg)
▲ 3 pts from last week
312
Conversations Scored
Auto-scored every 30 min
$0.003
Avg Cost per Score
Haiku judge model
Criteria Breakdown
Accuracy
91
Tone Match
87
Brevity
82
Coaching Value
79
Missed Opportunities
76
Escalation Judgment
88
Needs Review 5 conversations
User
Score
Failed Criteria
Excerpt
Action
Jake D.
42
Accuracy, Tone
“Logged: salad 150cal” — actual Chipotle bowl ~900cal
Anna L.
51
Escalation
User said “I want to cancel” — AI responded with food tips
Sarah C.
58
Brevity
AI sent 4 paragraphs in response to “thanks”
Score distribution: Excellent (90+): 38% • Good (75-89): 44% • Fair (60-74): 14% • Poor (<60): 4%. Target: <2% poor by end of month.
Scheduler Monitor
Cron job health, delivery status, and error tracking
Oura Data Sync
Every hour • Syncs all connected users
Last run: 3:00 PM • Next: 4:00 PM
Users synced: 18/18 • Duration: 4.2s
Healthy
PR Alert Detection
After Oura sync • Checks for new personal records
Last run: 3:00 PM • PRs found: 3
Alerts sent: 3 • Duration: 1.8s
Healthy
Morning Check-ins
8:00 AM local • Personalized daily greeting
Last batch: 8:00 AM ET • Sent: 14 • Skipped: 3 (already messaged)
Next batch: 8:00 AM CT (2 users)
Healthy
End-of-Day Summaries
9:00 PM local • Daily macro recap + encouragement
Last batch: 9:00 PM ET • Sent: 12 • Failed: 1
⚠ 1 delivery failure (Anna Lee — number deactivated)
Warning
Recent Errors
Time
Job
Error
User
Status
9:01 PM
EOD Summary
Twilio 21211: Invalid phone number
Anna Lee
Failed
3:00 PM
Oura Sync
401 Unauthorized — token refresh succeeded on retry
Mike Kim
Recovered
8:00 AM
Morning Check-in
Anthropic 529 — overloaded, retried after 2s
Emily Smith
Recovered
Admin Chat
Conversational ops assistant — query stats, manage users, debug issues, all via natural language
🔥
HBC Ops
Admin assistant • Online
how many users logged food today?
27 users logged food today (out of 33 active).
⚙ query_daily_logs
Top loggers: Mike K (6 entries), Jake D (5), Emily S (4). 6 active users haven't logged anything yet — want me to send them a nudge?
yeah send a nudge to anyone who hasn't logged by noon
I'll send a personalized nudge to these 6 users:
⚙ send_message × 6
• Sarah C. — “hey! what'd you have for breakfast?”
• Tom R. — “morning champ, fuel check — what's on the menu?”
• Lisa M. — “don't forget to log babe, even coffee counts” ...and 3 more, tone-matched per user
Send these? (I'll show typing indicators first)
send it
✓ 6 messages queued
Done. All 6 nudges queued with 3s typing delay. I'll let you know if any bounce.
Available Tools
What the admin AI can do
query_users Search users by name, phone, status
get_user_detail Full profile + conversation history
Two-step safety: Destructive actions (send message, update user, change settings) require confirmation. The admin AI shows a preview and asks “Send these?” before executing. No accidental mass messages.
Settings
Integrations, feature flags, rate limits, and iMessage configuration
Integrations
Twilio
Connected
Phone: +1 (XXX) XXX-XXXX
SID: AC...redacted
Webhook: /api/webhooks/twilio
SendBlue
Not configured
API Key: —
Status: Needed for iMessage features
Oura
Needs env vars
Client ID: Not set
Redirect: /api/oura/callback
Connected users: 0
iMessage / SendBlue Configuration
Typing Indicators
Typing between multi-bubble
Show typing indicator between each bubble in a multi-message reply
Read Receipts & Delivery
Send read receipts
Mark user messages as “Read” when AI processes them
Track delivery status
Monitor Sent → Delivered → Read for outbound
Auto-retry failed messages
Retry delivery up to 3 times on failure
AI tapback reactions
Allow AI to send tapback reactions to user messages
Feature Flags
Food photo logging (Vision)
Process food photos through Claude Vision for macro estimates
Oura morning check-ins
Include Oura sleep/readiness data in morning messages
PR detection alerts
Proactively notify users of personal records
End-of-day summaries
Send daily macro recap at 9pm user local time
Barcode scanning
Detect barcodes in messages, look up via OpenFoodFacts
Quality auto-scoring
Run judge model on conversations every 30 minutes
Weekly photo reminders
Send photo capture link every Sunday evening
Rate Limits
Message Rate Limits
API Rate Limits
Product Roadmap
30 items across 4 phases — 24 weeks total. Rebuilt from user decisions on 2026-04-25. Plane status: All 35 existing tickets are cancelled — roadmap needs fresh tickets created from this plan.
24 wk
Total Timeline
30
Items
10
P0 Items
$49/mo
Entry Price
Key Decisions Applied
These user decisions shaped every phase of this roadmap.
Decision
Choice
Impact
Ecommerce
Custom Stripe + Supabase + Next.js
No Shopify dependency
First Product
Bundle of All
Supps + labs + coaching + digital from day 1
SMS Commerce
Only If Asked
Coach sends buy links only when user requests
Subscriptions
Both
Subscriptions + one-time purchases
Private Label
Start Resell → Go Private
Launch with Thorne etc., build own line later
HSA/FSA
Add Later
Truemed deferred to Phase 4
Decision
Choice
Impact
Fulfillment
PerfectRx 3PL
Rx + supps + OTC in one branded shipment
Mobile
PWA
No app store, ship faster
Coach Recs
Only If Asked
No proactive product pushing
Gender
Segment Both
Men + women with tailored experiences
Lab Partner
White-label Quest
Vasari-branded, 4,000+ locations
Pricing
$49/mo entry
poke.com-style custom/dynamic pricing
Pricing philosophy: $49/mo entry tier feels like a custom, personalized experience — poke.com-style dynamic pricing where users pay for what they actually need. Bundles scale up from there based on labs, Rx, and supplement selections.
Phase 1: MVP Polish — Weeks 1–5
Ship a polished coaching experience to real users. Fix every gap that blocks a quality first impression.
Item
Description
Pri
Size
Railway deploy + domain
Production deploy, SSL, custom domain, health checks
P0
S
AI personality system
Coach tone, name, emoji prefs; gender-aware from day 1
poke.com-style personalized pricing. $49/mo base adapts based on selected labs, supps, Rx. Users pay for what they need.
P1
L
Advanced scheduling
Smart message timing based on timezone, Oura sleep data, engagement patterns
P2
M
Multi-coach support
Multiple AI personalities, coach assignment, specialty routing (nutrition vs fitness vs longevity)
P2
M
Parallel: Private label + Truemed + analytics together (wk 20–22). Then abandoned cart + dynamic pricing (wk 22–24). Scheduling + multi-coach if capacity allows.
Fast track (18 weeks): Drop 4 P2 items (PWA shell, digital product delivery, advanced scheduling, multi-coach). All P0/P1 items stay. Saves ~6 weeks.
Already built (not on roadmap): SMS onboarding state machine, Claude Sonnet coaching engine with tool-calling, food logging (text + barcode + photo vision), daily macro tracking, 4-angle photo capture, weekly Opus vision review, Oura Ring OAuth + data sync, personal records detection, admin console with analytics + system dashboard, SendBlue iMessage + Twilio fallback, AI personality system, message post-processing, cron scheduler, error monitoring with SMS alerts, health inquiry tool, multi-coach support with specialty routing, CI pipeline. See Releases tab for full details.
AI coaching engine with tool-calling, food/activity logging, and macro tracking.
Shipped as part of the initial API foundation. Includes Claude Sonnet tool-calling engine (7 tools), text-based food logging with macro parsing, activity tracking, and full AI prompt system.
Phase 1: SMS Foundation + Onboarding — April 22, 2026