Tony Robbins is probably the most famous (and richest) American self-help guru who has built a business empire teaching audiences how to overcome trauma, live their dreams, and amass millions in their bank accounts. Besides being an excellent salesman and motivator, he convinces others of the effectiveness of his methods based on his own example – he started from nothing and is now worth over six hundred million dollars.
His loyal fans admire him for his incredible shape and energy, the fact that he resembles Schwarzenegger more than the stereotypical image of a self-help guru. Given that he exudes energy (and muscles), and spends 12 to 14 hours a day on stage during multi-day conferences, claiming to burn an average of 11,300 calories in just nine hours, Robbins seriously invests in his own health, both mental and physical, and has recently sworn by biohacking methods or, simply put, hacks, which are tricks to enhance the human body and mind. Biohacking is the latest major trend in the wellness-industry.
It includes everything from accessible methods like intermittent fasting or cold showers, consumption of supplements and breathing techniques to high-tech hacks, so-called DIY biology, plant medicine, or the use of available medical tools like infusions or devices for various therapies aimed at optimizing the body, rather than necessarily treating a specific illness.
The boom of a new market
Robbins, for instance, undergoes cryotherapy, or ice therapy, which prolongs the lifespan of cells and reduces inflammatory processes; hyperbaric oxygen therapy (HBOT) improves oxygen supply to cells, while pulsed electromagnetic field therapy (PEMF) stimulates microcirculation and self-healing. The self-help guru, of course, is not the only public figure exploring the world of biohacking.
Former Twitter CEO Jack Dorsey experiments with these methods, meditating, practicing intermittent fasting, cryotherapy, and infrared saunas; Jeff Bezos has invested millions of dollars in the startup Unity Biotechnology, whose ambitious goal is to make ‘the tiresome consequences of aging as rare as polio,’ and popular Kardashians can be seen in wellness-centers that are an unusual combination of high-tech laboratories and Eastern healing spas.
The company Grand View Research reported last year that the global value of the biohacking market was $15.42 billion in 2020 and that it will grow at an average annual rate of 19.4% from 2028. One of the trend accelerators mentioned is COVID-19, which has prompted consumers to pay more attention to health, explore all possible methods of boosting immunity, or find alternatives to vaccines.
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Although it is commendable that consumers are investing more in their health, some experts are concerned about the insufficient research of certain methods
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In addition to the pandemic ‘pushing’ some biohacking methods, the market has flourished thanks to social platforms and technological development. Although some biohacking methods have been known for thousands of years (breathing exercises, herbal medicine, yoga, meditation), social platforms have popularized the trend where biohackers share their experiences, as well as new media like podcasts where experts and practitioners, such as the ‘father of biohacking’ Dave Asprey, explore the latest trends from the world of alternative and conventional medicine and technology.
Safety concerns
As Forbes recently noted, there are various reasons why the audience is interested in this topic. Some feel that traditional medicine does not do enough to improve their physical and mental health, while others engage in some form of engineering, wanting to try unconventional ideas and have complete control over their bodies. And there are, of course, those who want to stop the aging process and become superhumans who live forever.
In this sense, regardless of whether consumers are implanting chips in their bodies, using devices that affect their brainwaves, or simply putting butter in their morning coffee (a simple hack), they can be called biohackers. It is precisely this fact that the biohacking industry is so diverse and that methods can be used by individuals who lean towards a natural lifestyle, as well as engineers from Silicon Valley who truly view the body as a machine, that experts are extremely optimistic about growth forecasts.
Big players like Apple or Fitbit, startups, clinics, wellness-centers, supplement manufacturers, and even providers of alternative medicine services have found room for growth in this lucrative industry.
However, while it is commendable that consumers are investing more in their health, some experts are concerned about the insufficient research of certain methods, especially if extreme biohacking is practiced and do-it-yourself biology goes too far.
The next big topic
For example, back in February 2019, the American Food and Drug Administration (FDA) issued a warning regarding the increasingly common practice of ‘young’ blood transfusions. This is a biohacking practice that resembles some ideas put forth by conspiracy theorists, only here the wealthy do not drink but instead introduce the blood of young people into their bodies through transfusion. They also expressed concern about fecal transplantation (the transplantation of stool from healthy individuals into the intestines of unhealthy ones or those who want to enhance their bodies), which has not yet been officially approved.
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Experts advise biohackers to consult medical professionals before starting to apply practices that are not illegal but are in a gray area
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Given that some biohacking methods are in a gray area and although they are not illegal, they can have negative consequences if applied unprofessionally, experts advise biohackers to consult medical professionals before starting to apply certain practices. Or, as popular nutritionist and holistic life coach Danielle Oldfield explained to the SheKnows portal, it is great that consumers are increasingly taking matters into their own hands and caring for their health.
– However, they need to be cautious and not fall into the trap of meaningless literature and pseudoscientists, but rather rely on verified, scientific sources – Oldfield noted.
Brands looking to venture into this industry have a great chance of succeeding in their intention to benefit from the growing consumer desire to improve their physical and mental fitness and extend their lives. However, while they do not need to worry about the industry’s growth, they should pay attention to consumer education.
Namely, the next big topic in this industry will be the issue of quality and safety, and brands that establish themselves through credibility and expertise, rather than grand promises, are more likely to remain in the market.
