Tony Robbins’ Healthtech Startup LifeForce Wants to Hack the Science of Aging. Will it Work?

Samson Amore

Samson Amore is a reporter for dot.LA. He holds a degree in journalism from Emerson College. Send tips or pitches to and find him on Twitter @Samsonamore.

Tony Robbins’ Healthtech Startup LifeForce Wants to Hack the Science of Aging. Will it Work?
Tony Robbins LifeForce

This is the web version of dot.LA’s daily newsletter. Sign up to get the latest news on Southern California’s tech, startup and venture capital scene.

In September 2021, after decades of striving to live a healthier life, motivational speaker and consultant Tony Robbins decided to parlay his experience with biohacking into a startup. Alongside scientist and XPRIZE Foundation chairman Peter Diamandis and CEO Dugal Bain-Kim, Robbins launched Lifeforce with the goal of helping people optimize their health as they age.

The so-called “proactive care” Lifeforce offers, is targeted towards men and women in their mid-thirties and older – Bain-Kim told dot.LA about 52% of Lifeforce’s current user base is male – who are looking to tune up their health. Clientele aren’t the average adult going to a primary care doctor for a physical once a year, they are “health-motivated adults who want to understand their bodies and take control of how they function, how they feel, and how long they're likely to live,” Bain-Kim said.

Lifeforce operates as a subscription model; users pay $349 for a first round of blood tests and then a $129 monthly membership (this doesn’t include any supplements or additional therapies that aren’t covered by insurance). This works out to about $1,897 annually.

Bain-Kim said he hopes Lifeforce’s therapies can become reimbursable by insurance in the next couple of years. But in the meantime, Bain-Kim said he considers Lifeforce to be affordable if you consider that “it's not unusual for a concierge longevity practice to charge you $50,000 to $100,000 a year in this space.”

The initial blood testing is done by a trained phlebotomist who comes to the client’s home and measures for baselines in more than 40 biomarkers – indicators of mental and physical health, including metabolism, nutrients, and hormone balance. From there, Lifeforce assigns the patient a clinical and health coach to create a treatment plan, which usually involves a combination of lifestyle changes and supplements.

Expectedly, Bain-Kim is one of Lifeforce’s users. He said that when he joined the Lifeforce platform about a year ago, he was looking for help with low energy and immunity. Lifeforce told him he had low Vitamin D and low DHEA, the hormone that regulates production of testosterone and estrogen.

At the time, Bain-Kim, who was 30, said he then took his results to his longtime physician. They analyzed past physical exams and found “this issue particularly with my vitamin D, had been present for at least the last five years,” he said. He said that he was “literally one point on a 100 point scale away from being clinically deficient and no one had mentioned that to me, because there is this arbitrary [age] cutoff.”

According to Bain-Kim, “The physical data is only as good as the interpretation. Even though I had a [primary care physician] no one was having a conversation with me.” But he claimed that within a three-month span of using Lifeforce’s supplements, he felt more energetic.

That said, the biohacking field isn’t without controversy and neither is Lifeforce. In 2021, co-founder Diamandis apologized after hosting a conference in Culver City that became a superspreader event where he also sold fraudulent COVID-19 therapies including silver and ketamine lozenges.

Still, there’s no doubt that personal wellness beyond the average check-up is appealing to an increasing number of people. In an April 2021 report, McKinsey analysts found that the overall wellness market is worth $1.5 trillion, and that 88% of people worldwide said they want more personalization in their healthcare regimens.

LifeForce was incubated at Santa Monica-based venture capital firm M13’s Launchpad studio. Earlier this month, it raised a $12 million Series A co-led by M13 and Peterson Ventures to acquire new customers and build out its data, Bain-Kim said.

And while some treatments – like infusing the blood of your 17 year-old son, a tactic used by 45 year-old tech millionaire Bryan Johnson, who spends $2 million a year attempting to reverse his aging – are pretty out there and aren't FDA approved, there’s no denying that people are largely suspicious of healthcare. Its high costs and confusing system are to blame, and a Gallup poll this January found that less than half of Americans surveyed rated the nation’s healthcare system as good.

There’s a consistent downward trend here, too: The same poll shows that since 2012, overall public opinion on healthcare in the U.S. has plummeted. Costs were a huge part of this, and this year 76% of people surveyed were dissatisfied with how expensive healthcare is.

To that end, Bain-Kim said he’s more interested in reaching everyday people. “We’re not building this for the hardcore biohackers, who really do genuinely want to be the guinea pigs of things that might well in time still end up being proven out,” Bain-Kim said.

“We're not trying to be on the bleeding edge,” he added. We're trying to be progressive and give people access to things as soon as they're ready for [the] mainstream.”

Subscribe to our newsletter to catch every headline.

🤠Musk Picks Texas and 🔥Tinder AI Picks Your Profile Pictures
Image Source: Tinder

🔦 Spotlight

Tinder is altering dating profile creation with its new AI-powered Photo Selector feature, designed to help users choose their most appealing dating profile pictures. This innovative tool employs facial recognition technology to curate a set of up to 10 photos from the user's device, streamlining the often time-consuming process of profile setup. To use the feature, users simply take a selfie within the Tinder app and grant access to their camera roll. The AI then analyzes the photos based on factors like lighting and composition, drawing from Tinder's research on what makes an effective profile picture.

The selection process occurs entirely on the user's device, ensuring privacy and data security. Tinder doesn't collect or store any biometric data or photos beyond those chosen for the profile, and the facial recognition data is deleted once the user exits the feature. This new tool addresses a common pain point for users, as Tinder's research shows that young singles typically spend about 25 to 33 minutes selecting a profile picture. By automating this process, Tinder aims to reduce profile creation time and allow users to focus more on making meaningful connections.

In wholly unrelated news, Elon Musk has announced plans to relocate the headquarters of X (formerly Twitter) and SpaceX from California to Texas. SpaceX will move from Hawthorne to Starbase, while X will shift from San Francisco to Austin. Musk cited concerns about aggressive drug users near X's current headquarters and a new California law regarding gender identity notification in schools as reasons for the move. This decision follows Musk's previous relocation of Tesla's headquarters to Texas in 2021.

🤝 Venture Deals

LA Companies

LA Venture Funds

LA Exits

  • Penguin Random House agreed to acquire comic book publisher Boom! Studios from backers like Walt Disney Co. - learn more

Download the dot.LA App

Top LA Accelerators that Entrepreneurs Should Know About

Los Angeles, has a thriving startup ecosystem with numerous accelerators, incubators, and programs designed to support and nurture new businesses. These programs provide a range of services, including funding, mentorship, workspace, networking opportunities, and strategic guidance to help entrepreneurs develop their ideas and scale their companies.

Techstars Los Angeles

Techstars is a global outfit with a chapter in Los Angeles that opened in 2017. It prioritizes local companies but will fund some firms based outside of LA.

Location: Culver City

Type of Funding: Pre-seed, early stage

Focus: Industry Agnostic

Notable Past Companies: StokedPlastic, Zeno Power


Grid110 offers no-cost, no-equity programs for entrepreneurs in Los Angeles, including a 12-week Residency accelerator for early-stage startups, an Idea to Launch Bootcamp for pre-launch entrepreneurs, and specialized programs like the PledgeLA Founders Fund and Friends & Family program, all aimed at providing essential skills, resources, and support to help founders develop and grow their businesses.

Location: DTLA

Type of Funding: Seed, early stage

Focus: Industry Agnostic

Notable Past Companies: Casetify, Flavors From Afar


Idealab is a renowned startup studio and incubator based in Pasadena, California. Founded in 1996 by entrepreneur Bill Gross, Idealab has a long history of nurturing innovative technology companies, with over 150 startups launched and 45 successful IPOs and acquisitions, including notable successes like Coinbase and Tenor.

Location: Pasadena

Type of Funding: Stage agnostic

Focus: Industry Agnostic, AI/Robotics, Consumer, Clean Energy

Notable Past Companies: Lumin, Coinbase, Tenor

Plug In South LA

Plug In South LA is a tech accelerator program focused on supporting and empowering Black and Latinx entrepreneurs in the Los Angeles area. The 12-week intensive program provides early-stage founders with mentorship, workshops, strategic guidance, potential pilot partnerships, grant funding, and networking opportunities to help them scale their businesses and secure investment.

Location: Los Angeles

Type of Funding: Pre-seed, seed

Focus: Industry Agnostic, Connection to South LA and related communities

Notable Past Companies: ChargerHelp, Peadbo

Cedars-Sinai Accelerator

The Cedars-Sinai Accelerator is a three-month program based in Los Angeles that provides healthcare startups with $100,000 in funding, mentorship from over 300 leading clinicians and executives, and access to Cedars-Sinai's clinical expertise and resources. The program aims to transform healthcare quality, efficiency, and care delivery by helping entrepreneurs bring their innovative technology products to market, offering participants dedicated office space, exposure to a broad network of healthcare entrepreneurs and investors, and the opportunity to pitch their companies at a Demo Day.

Location: West Hollywood

Type of Funding: Seed, early stage, convertible note

Focus: Healthcare, Device, Life Sciences

Notable Past Companies: Regard, Hawthorne Effect

MedTech Innovator

MedTech Innovator is the world's largest accelerator for medical technology companies, based in Los Angeles, offering a four-month program that provides selected startups with unparalleled access to industry leaders, investors, and resources without taking equity. The accelerator culminates in showcase events and competitions where participating companies can win substantial non-dilutive funding, with the program having a strong track record of helping startups secure FDA approvals and significant follow-on funding.

Location: Westwood

Type of Funding: Seed, early stage

Focus: Health Care, Health Diagnostics, Medical Device

Notable Past Companies: Zeto, Genetesis


The KidsX Accelerator in Los Angeles is a 10-week program that supports early-stage digital health companies focused on pediatric care, providing mentorship, resources, and access to a network of children's hospitals to help startups validate product-market fit and scale their solutions. The accelerator uses a reverse pitch model, where participating hospitals identify focus areas and work closely with selected startups to develop and pilot digital health solutions that address specific pediatric needs.

Location: East Hollywood

Type of Funding: Pre-seed, seed, early stage

Focus: Pediatric Health Care Innovation

Notable Past Companies: Smileyscope, Zocalo Health

Disney Accelerator

Disney Accelerator is a startup accelerator that provides early-stage companies in the consumer media, entertainment and technology sectors with mentorship, guidance, and investment from Disney executives. The program, now in its 10th year, aims to foster collaborations and partnerships between innovative technology companies and The Walt Disney Company to help them accelerate their growth and bring new experiences to Disney audiences.

Location: Burbank

Type of Funding: Growth stage

Focus: Technology and entertainment

Notable Past Companies: Epic Games, BRIT + CO, CAMP

Techstars Space Accelerator

Techstars Space Accelerator is a startup accelerator program focused on advancing the next generation of space technology companies. The three-month mentorship-driven program brings together founders from across the globe to work on big ideas in aerospace, including rapid launch services, precision-based imaging, operating systems for complex robotics, in-space servicing, and thermal protection.

Location: Los Angeles

Type of Funding: Growth stage

Focus: Aerospace

Notable Past Companies: Pixxel, Morpheus Space

Download the dot.LA App

🚁 One Step Closer to Air Taxis in LA
Image Source: Joby Aviation

🔦 Spotlight

Joby Aviation, a pioneering electric air taxi company, has achieved a significant milestone by successfully flying a hydrogen-electric aircraft demonstrator for 523 miles with only water as a byproduct. This groundbreaking flight showcases the potential for emissions-free regional travel using vertical take-off and landing (eVTOL) aircraft, eliminating the need for traditional runways. The company's innovative approach combines its existing battery-electric air taxi technology with hydrogen fuel cells, paving the way for longer-range, environmentally friendly air travel.

For LA residents, this development holds exciting implications for future transportation options. Joby's technology could potentially enable direct flights from LA to destinations like San Francisco or San Diego without the need to visit conventional airports, offering a cleaner and more convenient alternative to current travel methods. The company's progress in both battery-electric and hydrogen-electric aircraft positions it at the forefront of next-generation aviation, promising to revolutionize urban and regional mobility.

Notably, Joby Aviation has already made strides in Southern California by securing an agreement with John Wayne Airport earlier this year to install the region's first electric air taxi charger. This strategic move sets the stage for LA to be among the initial markets where Joby will launch its electric air taxi service. With plans to commence commercial operations as early as 2025 using its battery-electric air taxi, LA residents may soon have access to a fast, quiet, and environmentally friendly mode of transportation that could significantly reduce travel times and traffic congestion in the region. In the not too distant future, LA might find itself in an identity crisis without traffic and excess smog 🤞🤞.

🤝 Venture Deals

LA Companies

LA Venture Funds

Download the dot.LA App