Why Metabolic Testing Is Becoming a Business Strategy

Positioned at the intersection of longevity and personalization, VO2 Master is delivering the metabolic testing gyms and studios need to improve coaching outcomes, optimize retention and boost revenue.

For years, metabolic testing lived primarily in hospitals, elite sports labs and university research settings. Today, it is steadily making its way onto gym floors, into boutique studios and inside longevity-focused wellness businesses.

The shift reflects two trends. Consumers are becoming more interested in acquiring accurate data about their bodies to better reach their goals. At the same time, operators are looking for differentiators that help them stand out in an increasingly crowded market.

According to Peter O’Brien, CEO and co-inventor of the VO2 Master Analyzer, those trends are creating an opportunity that goes well beyond offering another assessment. Metabolic testing, he explains, has become both a coaching tool and a business asset.

“Metabolic data like cardiovascular efficiency and resting metabolism is being used proactively to guide healthier, longer lives now,” he says. “The number of people doing this will continue to grow worldwide because the evidence that these metrics are directly tied to long term wellbeing and quality of life is clear.

From Estimates to Accuracy

Consumer awareness of metabolic health has accelerated dramatically as conversations around longevity, preventive health and personalized fitness have entered the mainstream.

“Global searches for ‘metabolic health’ have increased by approximately 350 percent over the past year,” O’Brien said. “Consumers are becoming much more interested in understanding their health specifically so they can see precisely how they are progressing with their fitness and training goals.”

Interest extends beyond metabolic health generally. Searches for VO2 max have climbed roughly 150 percent over the past five years, fueled by everything from podcasts and physicians to health influencers and social media discussions about longevity and performance.

That growing curiosity is changing member expectations.

“Consumers increasingly expect personalized, data-driven insights rather than generic fitness advice,” O’Brien said.

For operators, the opportunity lies in providing information members cannot get from a smartwatch or fitness ring alone.

“Wearables estimate metabolic metrics using signals measured through the skin like heart rate,” he said. “VO2 Master directly measures the oxygen you breathe through your lungs, providing accurate physiological data such as VO2 max and submax, ventilatory thresholds and heart rate zones that cannot be directly measured from the wrist or finger.”

The technology provides operators with several key physiological metrics that can directly inform programming. VO2 max and submax testing measure aerobic capacity and cardiovascular efficiency, while resting metabolic rate (RMR) testing shows how many calories an individual burns at rest. It also establishes personalized training zones, allowing coaches to prescribe exercise intensity using measured physiology rather than estimated heart rate formulas. Those measurements allow coaches to track improvements over time and demonstrate measurable progress.

The health implications extend beyond athletic performance.

O’Brien believes metabolic metrics will increasingly become standard indicators of long-term health.

“We’re moving toward a future where metabolic metrics become as common as heart rate or blood pressure, but with far more individualized insight,” he said. “As longevity, preventive health and personalized fitness continue to grow, more people will know their precise VO2 max, resting metabolic rate and other key metabolic indicators.”

For operators serving aging populations, active adults and health-conscious consumers, that positions metabolic testing as a service that supports both fitness performance and broader wellness goals.

Turning Data into Acquisition & Retention

While the health benefits may attract initial interest, O’Brien believes the bigger opportunity for operators is what happens after the first assessment.

Rather than functioning as a one-time fitness test, metabolic testing creates an ongoing coaching relationship built around measurable improvement.

“Metabolic testing positions a facility as an industry thought leader in the eye of the client,” he said. “Instead of relying on heart rate estimates and out of date methods, operators can provide precise physiological data that enables more personalized coaching, better decision-making and optimal results.”

That approach naturally supports recurring engagement.

“It helps develop strong long-term coaching relationships because the testing-training-retest tracking and progress continues over years,” O’Brien said.

For operators competing in saturated fitness markets, that continuity can become a meaningful differentiator.

“The biggest challenge is simply being committed to promoting the service,” O’Brien said. “Operators who actively talk about metabolic testing, educate members on its benefits and make testing visible in their facility see excellent adoption.”

From there, referrals often begin to drive additional participation.

“Once members understand the value and experience a test, word-of-mouth becomes a powerful driver,” he said.

To help operators communicate that value, VO2 Master provides marketing materials, educational content, customer case studies and examples from facilities already offering testing services.

Building a New Revenue Stream

The business model is already proving itself in the field. DexaFit, a global network of sports performance and body composition labs delivering data-driven insights to athletes, fitness professionals and health-focused consumers, uses the VO2 Master Analyzer as its core metabolic testing solution for both VO2 max and resting metabolic rate assessments.

At DexaFit Scottsdale, owner Chris Brubaker says the technology has become an important contributor to the business.

“We did just over 400 different assessments using the VO2 Master, representing about $40,000 in revenue,” Brubaker said. “It’s been instrumental in the success of our location.”

Unlike many laboratory-grade metabolic systems, O’Brien says the analyzer requires a comparatively modest upfront investment and does not carry mandatory monthly subscription fees, helping operators keep ongoing costs low.

Operationally, he says implementation is designed to be straightforward.

A single trained coach can administer tests, with onboarding supported through videos, educational resources and live question-and-answer sessions. Routine maintenance primarily involves replacing the oxygen sensor annually, while the analyzer hardware itself is built for years of use.

Although metabolic testing remains relatively uncommon today, O’Brien believes the window for early adopters may not remain open indefinitely.

“It’s a differentiator today and consumer demand is growing significantly on a global scale,” he said, noting that VO2 Master Analyzers are now used in 52 countries. “As more people learn about metabolic health and expect personalized fitness services, operators that don’t offer metabolic testing risk falling behind.”