Lifeforce: A New Health-Optimization Membership Making Peak Living Easier Than Ever

September 27, 2022

LIFEFORCE, is a groundbreaking new health-optimization – An all-in-one program, developed by leading medical experts, uses regular blood-tests to track changes in the body and deliver personalized plans that optimize health, performance, and longevity.

Getting older isn’t what it used to be, and Lifeforce, a new health-optimization company focused on people over the age of 35, thinks that’s a very good thing. Lifeforce recently launched in partnership with Tony Robbins, L.A.-based venture firm M13, Dr. Peter Diamandis, and experts from the Cleveland Clinic, Harvard Medical School, and Massachusetts General Hospital.

The company’s mission is to improve quality of life in the middle decades by giving men and women a single solution for tracking their bodies and staying in the zones where they feel, look, and function their best. By integrating at-home diagnostics, experienced functional medicine doctors, bioidentical hormones, peptides, custom-built nutraceuticals, and performance coaches, Lifeforce guides members through personalized plans customized to each member’s biology, lifestyle, and goals.

“The 30s, 40s, 50s and even beyond are now years of growth, achievement, and exploration. Yet, we all still struggle with age-related changes in physical and mental performance such as brain fog, increased body fat, and lower quality sleep,” says Lifeforce co-founder Dugal Bain-Kim. “We are now at a point where millions of people can access science-backed tools to perform better and live longer and do that in a way that fits in with everything else they have going on. Lifeforce brings all of those things together in one program so our members aren’t necessarily hardcore biohackers; they’re motivated adults who just want to keep experiencing life at their best.”

“Most people know whether or not they are sick but actually have no idea whether they are optimized or what that even means.” says Dr. Kerri Masutto, a functional medicine expert and VP of Clinical Operations for Lifeforce. “Traditional healthcare is reactive and focused on moving from sickness to basic health. It does that very well. This is not that. This is about proactively getting people from ‘blah’ to ‘peak’ and keeping them there safely and sustainably by opening access to the best of performance and longevity medicine.”

The journey begins with the Lifeforce Diagnostic, an at-home blood test that measures the 40-plus biomarkers most important to physical, cognitive, sexual, and psychological performance. Results are then interpreted by a team of highly trained medical doctors who create a customized program for each individual. Following the analysis, Lifeforce members are matched with a performance coach who functions as a concierge and accountability partner throughout their journey. Members retest biomarkers every three months and work with their clinical team to track progress, spot new issues, and fine tune the plan. If prescribed by their doctor, Lifeforce members also get access to a “toolkit” of advanced nutraceuticals, hormone therapies for men and women, and peptides shipped to their homes (if permitted in their state). “Any health data is only as good as the way it’s interpreted. Most blood tests are checked against ‘normal’ levels based on the average of the people who go to that lab,” says Dr. Masutto. “Just because you’re not abnormal does not mean you’re in your best zone.”

“So many people would like this sort of solution, but they are either paralyzed by the effort of it all or are trying to DIY this with a computer full of spreadsheets, a cabinet overflowing with supplements, and a well-meaning primary care doctor who’s often overwhelmed or outright skeptical,” says co-founder Joel Jackson. “We’re taking that burden off people’s shoulders and giving them one integrated system that makes it easy to be in control of how they want to live through these rich decades.”

Lifeforce was incubated by M13’s in-house venture studio, Launchpad, which has built multiple businesses in the health and wellness space. M13’s team framed the business around scientifically grounded concepts explored in the book Life Force, authored by Tony Robbins and Dr. Peter Diamandis who are also partners in the company. Prior to launch in 2021, Dugal Bain-Kim and Joel Jackson joined as co–founders given their deep understanding of healthcare and consumer businesses to launch Lifeforce. Lifeforce is forecast to serve over 5,000 customers and do $10M in revenue by the end of the year.

To help guide Lifeforce’s thinking around the latest research and product innovations, the company works closely with its Scientific Advisory Board, composed of leading medical doctors, scientists, and researchers. Lifeforce’s scientific and clinical advisors include Dr. Mark Hyman, an expert in functional medicine & nutrition; Dr. Fatima Cody Stanford, noted for her work her work in obesity medicine and healthcare policy; Dr. Rudolph Tanzi, recognized as one of TIME Magazine’s list of TIME100 Most Influential People in the World for his Alzheimer’s research; Dr. Kathryn Rexrode, one of the top specialists focused on women’s health, cardiovascular health, and hormone optimization; and Dr. Hector Lopez, an authority in supplement safety.

For more information, visit and join the social media conversation on Instagram and Facebook at @golifeforce.