Upgrade Labs is a health and wellness franchise built around the concept of “biohacking,” using advanced technologies to optimize human performance, recovery, and longevity.

The brand was founded in 2017 by Dave Asprey, known as the “Father of Biohacking,” with the goal of making elite, science-backed technologies accessible to the public. The franchise focuses on creating a next-generation wellness experience centered on measurable results.

The company is headquartered in Fort Myers, Florida, with its early operations rooted in California. Upgrade Labs began franchising in 2021 as demand grew for performance-driven recovery and wellness centers.

The brand offers a mix of cutting-edge equipment, including adaptive cardio machines, neurofeedback systems, cryotherapy chambers, PEMF devices, and other technologies designed to enhance strength, energy, and overall well-being.

Training

Upgrade Labs provides a comprehensive training program to ensure franchisees and their management teams are well-prepared to operate their centers efficiently and in line with brand standards. The training is structured into several phases, covering foundational knowledge, sales preparation, and operational launch support.

1. Initial Franchise Training Program: This lasts approximately three days and is delivered virtually or at a designated location. It includes sessions on system methods, center operations, and brand philosophy. Completion is required within two months of signing the franchise agreement.
2. Pre-Opening Sales Training: Conducted over up to five days, either on-site or virtually, this training focuses on presale memberships, marketing readiness, operational processes, and staffing. The franchisor evaluates performance upon completion to approve the opening.
3. On-site Center Launch Assistance: Franchisees receive up to five days of support at their center just before the soft opening. This includes hands-on guidance in areas such as merchandising, scheduling, and payment systems.
4. Ongoing and Refresher Training: Upgrade Labs requires regular completion of modules via their learning platform and may call for up to five days of annual in-person refresher training. If issues arise, remedial training may also be mandated.
5. Successor and Additional Staff Training: New managers or replacements must complete relevant portions of the initial program within 30 days of appointment. Additional training is available for other staff at the franchisee’s cost.

Territory Protection

Upgrade Labs grants franchisees a Protected Territory, generally described using specific geographic markers such as zip codes or natural landmarks and typically encompassing an area with a population of around 100,000 people.

Within this designated area, and as long as the franchisee remains compliant with their agreement, Upgrade Labs agrees not to establish or license another Upgrade Labs center. However, this exclusivity does not mean complete territorial isolation, as the franchisor retains significant operational rights both inside and outside the protected zone.

Despite granting a Protected Territory, Upgrade Labs reserves the right to operate or license others to operate in non-traditional sites like airports, military bases, universities, and sports arenas. They may also engage in e-commerce or alternative distribution channels that could impact customers within a franchisee’s territory.