Is This the Future of Fitness? PNOĒ Launches Game-Changing Metabolic Testing Device
The latest device from PNOĒ could revolutionize how we approach fitness and health. Initially resembling a comic-book villain’s mask, this innovative gadget isn’t designed for mischief; rather, it measures your oxygen consumption and carbon dioxide output, transforming that data into actionable advice on diet and exercise to promote longevity.
Key Updates: Self-Administered Testing
Based in Malden, Massachusetts, with operations in Athens, Greece, PNOĒ is set to unveil its latest model, PNOĒ 2.0, on October 1. One of the most notable features is the ability for users to perform the metabolic test independently. “Just wear the mask, push the button, sit down, and breathe for eight minutes. It’s that easy,” stated co-founder and CEO Apostolos Atsalakis during a recent Zoom interview.
Breaking Down Barriers
The original PNOĒ device required trained personnel, limiting its usage to specialized venues. The new self-service option aims to democratize access, allowing gyms without dedicated staff—and potentially pharmacies—to offer this groundbreaking service.
The Science Behind the Mask
Metabolic testing, which analyzes respiratory gases to assess energy production, has been around for over a century. Historically reserved for elite athletes and corporate wellness programs due to the expensive equipment needed, PNOĒ promises the same level of accuracy in a compact, portable package.
According to Atsalakis, the new device can capture 23 biomarkers. These include not only VO₂ max but also resting metabolic rate and metabolic flexibility, metrics that conventional blood tests cannot provide. “We made it accessible to everyone,” he emphasized, shedding light on how these insights can help individuals optimize their training and caloric intake.
The Rising Interest in VO₂ Max
As a growing topic of interest among wellness advocates, VO₂ max is linked to lower mortality rates, making it an essential metric for longevity. Atsalakis argues that knowing your VO₂ max can act as a barometer for your overall wellness in an increasingly crowded health market.
Innovative Design Meets Practical Functionality
The PNOĒ 2.0 is smaller and more streamlined than its predecessor, designed in collaboration with Milan-based Design Group Italia. “There were a lot of iterations,” Atsalakis noted, as creating a self-administered testing device presented unique challenges.
Addressing Hygiene Concerns
In a post-pandemic world, the question of hygiene is paramount. The design allows for easy detachment of electronics from the silicone mask and straps, enabling multiple users to share the hardware while using their personal masks.
Caution on Medical Claims
Despite its clinical ambitions, PNOĒ is careful to clarify that the device isn’t cleared by the U.S. Food and Drug Administration, and it does not offer medical advice. Atsalakis describes the device as a wellness tool, comparable to a body composition scale, emphasizing that it cannot replace medical diagnostics.
Future Aspirations in Health Diagnostics
Atsalakis envisions that the data collected could one day help identify health issues beyond fitness metrics. While researchers are investigating the potential of breath compounds to signal diseases such as cancer, he acknowledges that meaningful health diagnostics are still years away due to regulatory complexities.
The Journey of PNOĒ
PNOĒ was founded based on Atsalakis’s PhD research in sensing technologies at the University of Cambridge. After going through Y Combinator’s Winter 2019 batch, the multi-talented team successfully raised $22 million, attracting notable investors like Google Maps co-founder Lars Rasmussen.
Clientele & Market Focus
Currently, PNOĒ focuses on providing its services to businesses. Clients include prestigious names like Equinox, Four Seasons Hotels, and the Mount Sinai Health System. Approximately 85% of revenue comes from the U.S., which is recognized as a leader in the longevity market.
Pricing and Business Model
Businesses pay subscriptions ranging from $400 to over $1,000 per month, covering the hardware, software, training, and marketing materials, referred to as a “business in a box.” This pricing model enables companies to personalize health offerings based on test results, adding value to customer experiences.
The Competitive Landscape
The market for estimating VO₂ max is becoming increasingly crowded, with devices from Apple and Garmin currently competing. However, PNOĒ aims to carve a niche between traditional metabolic carts and consumer devices by focusing on accuracy and usability.
Looking Ahead
With a dedicated workforce of 110 employees and impressive annual growth of more than 100%, PNOĒ is optimistic about future expansion. Atsalakis plans to raise a Series B fund in the next six to 12 months to broaden their reach. The PNOĒ mask, reminiscent of Bane, seems destined to have a profound impact on the way we think about personal health and wellness.
When you purchase through links in our articles, we may earn a small commission. This doesn’t affect our editorial independence.
