Why Awareness & Education Will Unlock the Longevity Movement

Longevity is booming — but how do we continue to drive growth? At the ATN Innovation Summit, thought leaders explored where science, tech and consumer expectations converge

Consumers know they want to live longer, better. Getting them there, however, is a great pursuit – and there’s no clear, singular pathway to follow.

Nonetheless, experts including Sat Randhawa, founder and CEO of One Hype Wellness; Eric Litman, founder and CEO of Aescape; Kyle Jones, co-founder and CEO of iCryo; and Mona Rosene, global director of scientific and medical affairs at Niagen Bioscience, gathered to help chart a way forward at the at ATN Innovation Summit 2025. The discussion was moderated by Jeff Zwiefel, expert strategist and advisor to Life Time.

“We’ve got this really transformative opportunity in front of us as we think about the convergence of precision medicine, AI, supplementation and recovery,” Zwiefel said.

Longevity Is Top of Mind

For both consumers and brands, a collective interest in living better is perhaps the greatest asset in the attempt to capitalize on the longevity movement.

“As bad as COVID was in 2020, it created awareness,” said Jones. “We went from a reactive society to a proactive one… I think the biggest opportunity is that as a human race, we’re so focused on longevity in general.”

Randhawa, Rosene, and Litman listed areas they foresee as future market movers. Rosene highlighted the shift from sick care to preventative care, Litman noted the promise of solutions that deliver value to consumers without heavy labor lifts while Randhawa called the “work being done in the brain space” among the biggest opportunities in longevity. 

“We’re looking at the electrical pathways, but more importantly, translating that into data and information we can all understand,” Randhawa said. “I think the next pathway is going to be how we create that Whoop or Oura Ring for the brain in a way that we can all understand and make tangible changes.”

Making the Science Simple

But even with the strides society has made to better understand longevity, brands still need to meet consumers halfway. There’s such an abundance of information available to users, consolidation becomes a primary concern. 

“The consumer today has more info available to them than ever about the various modalities they can interact with to improve their life and their health,” said Litman. “But there is so much information that it becomes overwhelming and confusing, so finding a way to get clear, simple messages about the specific benefits that a solution provides is really critical on the operator’s side.”

This phenomenon has even led some consumers to become skeptical of certain offerings. For that reason, having a science-backed product is imperative. 

“People are doing the research,” said Jones. “They’re educating themselves before they actually do a treatment. So I would tell you, the first thing we look for is whether the science supports what we’re actually going to sell to the consumer.”

Rosene agreed, adding that Niagen Bioscience has conducted over 39 human and 200 clinical and preclinical studies on its products. For its supplements, users can also go online to get a certificate of analysis at any time, illustrating how products undergo 19 different quality tests. 

Simultaneously, gym and studio operators need to stay on their toes, looking for ways to adapt and support beings with a relentless desire to be awed. 

“The consumer expectation goes from, ‘This experience is magic’ to ‘I’ve already adapted to it and now I want more from it,’ and that happens consistently,” noted Litman. “That’s just the way our brains work. We’re very adaptable as a species. We’ve seen that even with our product, we deliver an incredible massage experience, but people get on the table and say, ‘This is great. When’s it going to do these next things?’ So for us, our innovation pipeline is about continuing to push on the boundaries of those little magical moments that get people to want to come back.”

What’s Next for the Longevity Movement?

The next stage of the longevity evolution is well within our reach: operators and providers alike only need to reach out and make that extra effort to educate consumers, the panelists said.

“We’re not reinventing the wheel,” said Randhawa. “But we need to get that message out to people so they can understand (that One Hype Wellness) is not an end-of-life or post-surgery thing, it’s taking you from a four out of ten to a six, seven or a nine.”

In terms of general growth, Jones believes that peptides are almost certain to take off in the next 5-10 years. He also endorsed regenerative medicine as a blossoming revenue booster. 

“Regenerative medicine, stem cells and exosomes are a massive wave that’s hitting the United States right now,” he said. “We create a ton of revenue right now in our centers. We’ve been offering regenerative medicine for 18 months and the revenue is wild. The results are wild.”

That aligned with Rosene’s expectation that health care will shift into preventative care.

“People are looking for solutions that are actually going to help prevent any health-related condition that might happen in the future, and the current health care system just doesn’t do that,” she said. 

This article is based on a live discussion held during the ATN Innovation Summit 2025, a two-day event dedicated to the future of fitness and wellness. See here for more Innovation Summit coverage.