Dan Garner - Vitality Blueprint & The Business of Bloodwork

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[00:02:07] Alright, we are live. Dan Garner, welcome to the Future of Fitness. Thanks for having me, man. Oh, this is super exciting. I love the stuff that you guys are doing at Vitality Blueprint. You know, you've definitely been in the trenches as a coach and trainer and doing some really, you know, pushing the envelope as far as what we can do for people's performance. And not just like, you know, high-end athletes who I know you've been working with more in recent years, but you've worked with a lot of general population in a very scientific way.

[00:02:33] And we're going to get into deep into biomarkers. I want to cherish every minute I have here to extract information from you. And I think the industry is going to benefit a lot. I mean, we're in this great time, this kind of golden era of our industry where no one's really talking. I mean, people are still talking about fat loss and, you know, abs and all this stuff. But most people want health, right? They want to feel better. They want wellness. They want longevity, whatever you want to call it. That's what people want.

[00:03:03] And a lot of people like yourself are now finding that the market's coming to you, right? The demand is huge. And you've got the solutions because you've been working on it for a decade or more. So anyway, I'm going to shut up. I'm going to let people get to know you a little bit, Dan. So if you don't mind giving a little bit of your background, how you got to be where you're at with Vitality BlueCrain and the Indie Yelping Circle. We'll take it from there. Sure thing. So I'm from London, Ontario, Canada.

[00:03:30] When people ask me to introduce myself, I'm not always sure what to say because I've authored, published scientific papers. I'm definitely an entrepreneur that started several businesses, but I've been a coach, been had a social media presence. I've done a lot of things, but what has been the foundation and bedrock of that is for the past 15 years, I have been working with very high performance people at the tip of the spear. So CEOs of billion dollar companies, actors, I've gotten Marvel heroes ready for movies.

[00:03:59] I've worked with athletes in every major sport. I've been doing that for a very, very long period of time. And the way that I was able to get such consistent results across so many different disciplines was through blood work. Like blood work has been my foundation at which I've delivered precise high impact results for a very long period of time. And that's like the thing, too.

[00:04:24] A lot of people know me for blood work, but I never got paid to do blood work. I got paid to get results. Blood work was just the easiest way to make that happen. The easiest, the most consistent, the most reliable, the way that I could be most confident in it, the way the athlete could be the most confident in it. So that's what allowed me to coach and fulfill the very high stress, high reward context that that world creates at a very consistent level.

[00:04:53] So that's, that's really what I'm after and what I've, what I've specialized in. And you kind of opened this podcast up with people are after health. People are after wellness. They're after this. No, no, no. They're after vitality. They're after vitality. And that's why I named my company that way. I basically have a three point scale that I like to place people on. You've got three, a horizontal three point scale. You've got death, fake health and vitality. Death is very simple.

[00:05:22] You cease to live. Fake health is where 90 plus percent of the population lives because they believe that the absence of disease is the presence of health. That is not true. Just because you don't have a disease, you can still have brain fog, low libido, a body composition that you're not proud of, sleep poorly, have very low stress tolerance, have bloating each and every single day. Sure, this person is not in a state of disease, but nobody's goal is to be that person. Health should be redefined.

[00:05:53] And further than that, health should be refined as vitality. Vitality is someone who's vibrating at a different frequency. This is a person with energy, without brain fog. They're able to translate their thoughts into words. They can attack their goals the way that they want to. That is living. And that's where I want the industry to go. Yeah, fantastic. Vitality is a key word. You know, it actually got on my radar in a very fixed way.

[00:06:19] I worked with James Fitzgerald from OPEX many years ago. He was kind of my first eye-opening coach and mentor that I had. And he always talked about vitality. He was like getting people to a state of vitality, not just, you know, getting in them maybe to a couple of fitness goals or what that means. So I think that's a really key term that we'll probably come back to throughout this conversation. When we talk about traditionally what our industry has done, and I'm talking about the fitness industry, you know, we tend to bring people into the gym. We talk about their goals.

[00:06:49] We give them a workout program, maybe a little bit of nutrition guidance. And then either they do personal training or we just kind of let them go, right, and hope that it works out. Yeah. Where is that model broken? That model's broken in the idea that you don't necessarily know what that person needs right now. Everybody talks about the art of coaching. Everybody talks about motivation. Everybody talks about needing to stay consistent with your plan because consistency beats intensity every single time, right?

[00:07:17] It consistently beats intensity 10 times out of 10. You can be as intense as you want on a meal plan and training program for a week, but nobody gets in shape in a week. What's going to get you there is consistency. The only way to be consistent is to be driven. And the only way you can feel driven on something is to actually get fricking results. All right? Like that's something that people miss. You can do as much motivational interviewing, as much neuro-linguistic programming that I can try to tell somebody what to do. I can try to listen to an Anthony Robbins speech every single day.

[00:07:46] That stuff burns out fast when you look in the mirror and you know you're not getting results or you wake up in the morning and you don't feel any different. What gives people momentum is results. What gets people results is making the right move the first time. There's a saying in chess that says good moves come from good positions. That is an excellent saying.

[00:08:10] The best position that you can possibly be in to make the most efficient move is to have an objective view of your physiology. And that's what blood work provides. Because in every city, that model is broken because in every city you have the guy. There is a paleo guy, a Mediterranean guy, a fasting guy, a vegan guy, a carnivore guy. And those guys place everybody into the same model.

[00:08:39] And it'll get results for maybe 50% of them. And then it won't get results for 50% other. And then those guys are the first. Because they'll say, ah, well, they just didn't follow the plan. They weren't consistent. Nah, your plan sucks. Because it's the same plan for everybody. All right? I hate to break it to you. What gets people results is understanding their physiology in an objective way. Anybody who is philosophy first and physiology second, it's dangerous in terms of actually getting results.

[00:09:08] Philosophy first, meaning what we do here is carnivore. And that's it. When somebody is not physiology first, then you're going to miss the boat on so many people. And what I was able to do is essentially create a system that uses blood work so that my bias is removed from the process and their bias is removed from the process. Blood work has a beautiful way of not caring what you think about the result. The result's going to be the result.

[00:09:35] So the program either worked or it didn't. When you have that objective data, you can make the right decision the first time. When you make the right decision the first time, you give that person motivation and momentum from the results that they're getting and not anything that you're saying. And from there, consistency happens as a byproduct of people actually feeling better about what they're doing. Yeah. Yeah. I've noticed in my career, Dan, to back up what you're talking about, is that when we have data,

[00:10:04] it provides that objective point of view, which you talked about. But at that point of conversation where you're sitting down with a client and you're looking at the data, you're reviewing the data with them. It doesn't become Coach Dan talking to Eric and telling him like, this is the way it's going to be. You're two people sitting, looking at data objectively. And it just changes that dynamic where it's like, okay, we're a part of a team here. This is what we're working on together. Right. And I've always found that to be really a nuanced thing, but very powerful versus like,

[00:10:34] if you didn't have that there and you're telling someone, well, you need to, you know, do three days of cardio and you need to, you know, you know, do these reps and sets and you need to cut your carbs and stuff like that. They're like, oh, Coach Dan's such a dick, right? Like I'm so tired of him just sitting up there on this high in my mountain telling me what I'm doing wrong. Like who is he? Right. It's just, it's just a different dynamic. And I want to be curious as through the thousands of people that you've worked with, like from a human to human perspective, how does that objective component change the dynamic?

[00:11:04] It completely changes the dynamic because it's no longer my belief system that they're following. It's their own physiology that they're following. That completely changes the game. I can deliver their results like a bailiff. Like this is what we need to do. This is why we need to do it. And this is how we're going to do it. But there's not like this big thing. It can just be that. And the belief in buy-in is tremendous at that point because I'm not showing them my colorful graphics.

[00:11:32] I'm not showing them my copywriting. I'm not running them through a funnel that's going to capture them in the end. And they don't even know that there's also an upsell after that. There's none of that. I just have this person. I have them. I have their physiology. And that's what gets their belief in buy-in into the program. Boom. Boom. And a few things from a business perspective actually happen from that. Number one, the most important sale you're ever going to make is selling yourself.

[00:11:59] When you yourself believe in the program, you could talk about it like you already have their solution. So it's up to them and their budget whether or not they want to join. Like the most important sale you're ever going to make is the one in yourself. And that always happens. Like if I went to a new burger place and I had an amazing cheeseburger and my best friend didn't yet, I would be able to go there and be like, yo, this cheeseburger is absolutely phenomenal. You have to go get it. My best friend would be like, wow, I definitely do.

[00:12:29] Because humans have been communicating way before there was language. You can tell when someone is convicted in something. You can tell when someone knows something instead of is trying to get you to do something. And when you make it about biomarkers and physiology, that is a position of unintentional sales almost. You're selling people, but you're not using sales tactics. You're literally just telling them what they need to do and why they need to do it.

[00:12:59] You can stop selling and start educating. So that's like the first thing that kind of happens in the business world. The second thing that happens in the business world is when you start getting results for these people, you are improving their subjective experience of life. And that's what actually makes your product or your service stickier. They're no longer doing blood work anymore to see what number they're at. They're no longer doing blood work once a year anymore to see where their cholesterol is.

[00:13:27] No, they're doing blood work now to maintain a state of physiology and maintain a state of vitality. They're staying with you. They are renewing. Your service has become stickier. The lifetime value of that client is now tremendously higher. And the best thing about it is it's higher because you're actually helping them. They feel amazing that way. You're doing it in a way that's working with their body and not just with a physiology.

[00:13:53] So that belief in buy-in from a place of objectivity completely eliminates the back and forth struggle of adherence. And because of that, they do adhere. And because of that, they feel better. And because of that, they stay with you and renew. And you help a lot of people. That makes 100% sense. And why do you think biomarkers, specifically blood work, isn't just common practice across our industry?

[00:14:22] Why do you think it's kind of the outlier? It shouldn't be. I think that it's not common practice because not enough people know how to do it properly. I think that I am in a very small percentage of people that know how to properly interpret this from a vitality or performance perspective. Blood work traditionally is seen as a normal reference range. You got a normal reference range that's just like this.

[00:14:47] And normal reference ranges are great at doing two things, identifying disease and infection. And the problem with normal reference ranges is you kind of walk in the normal range until you're not normal. Then you just kind of fall off that cliff. And that's why people more than ever are upset with their annual visits with their physician. And that's at no fault to the physician, by the way. It's not their job to give you vitality. It's not their job to have you perform it. Or it's not their job to have you drop body fat.

[00:15:16] Their literal job is to save lives. And they do that. And they're brilliant. So it should be seen as completely different disciplines. It's not common practice right now because people are expecting people who don't do that to do that. They don't do that. So you've got this normal reference range that's excellent at saving your life, which you should be grateful for. And then there are other people out there that might tighten this reference range. And they will tighten it associated to longevity.

[00:15:44] And this longevity range is connected to or is based on broad spectrum demographical data. So I've got this normal range and then other people out there will be tightening it to a longevity range. The problem with a longevity range is the only way to test if that works or not is whether or not you die. Okay. That's basically you getting into a range, crossing your fingers and hoping things work out.

[00:16:12] Because a longevity range actually doesn't determine whether or not you've improved your subjective experience of life. So what I have done is create performance specific ranges. So if somebody, let's imagine you are in the normal range. You're not outside of the normal range. We've got our normal range here and you're in normal. And then you've been provided recommendations to get into a longevity range. And you successfully do it. You might still have brain fog and bloating or diarrhea and a low libido.

[00:16:42] You might actually still have all of these things, even though on paper, you're supposed to live longer. All right. By a tighter and more specific reference range, you're able to enter a performance range and therefore improve your subjective experience of life. That knowledge, the application of that knowledge is why people aren't doing it. That's why it is currently the future. Like that's what's happening right now.

[00:17:09] And you know the funny thing too, I do call it performance specific programming, the future. Number one, when I say performance, everybody thinks I'm talking about athletes. I'm not. Performance is self-defined. Cognitively and physically, if you want to perform better as a dad, a mom, a CEO, an athlete, if you want to perform, it doesn't matter. Everybody wants to feel better. And that's what performance is. But what people aren't connecting yet and what I absolutely believe is the future.

[00:17:36] When you seek performance, that's what leads to longevity as a byproduct. When you're performing better every day, you are going to be more physically active. You are going to be more socially connected. You are going to have better emotional regulation. You're going to have more energy every day. So you're going to be more productive and therefore you're going to have more fulfillment in life. I think these things matter for longevity. That's the future of longevity is actually performing better.

[00:18:03] And people don't do it now because everybody seems to be stuck in a mindset of more is better, as in more blood markers is better. The value in blood work never comes from the amount of markers. The value in blood work only ever comes from the interpretation of those markers. I can get 100 biomarkers from a clown and not be provided a good program to improve my life.

[00:18:32] Or I can get 100 biomarkers from somebody who knows how to interpret this from a performance specific lens and then design the program that will truly improve my life. The interpretation is the true value. That's what's going to change people's life. That's what makes the program stickier. That's what helps people. That's the future. And that's why people aren't currently doing it. I think that's what people want. When they ask themselves deep down, what do they really want?

[00:19:00] They want to feel amazing right now. Right? Yeah. That's what people's goals are. We can talk about longevity and living to 130 and all that. But how many people really want to live to 130 or are really concerned about the total amount of years that they're going to live right now? No, they want to be, they have like a five to 10 year kind of purview of like, I want to feel good now. And for this period of time, because that's my expectation.

[00:19:26] I, you know, I think if you ask general population, like, do you really think you're going to live really well for a hundred years or 110? Like probably like, no, but what if, do you think it's realistic for you to live as Anderson said on my podcast, like a savage for 80 years, you know, and have that, like that be that, you know, vital, be that energetic, be that impactful in your life. They're like, yeah, I think that's a very reasonable goal. I want that. Yeah. I mean, that's what people's goals are.

[00:19:54] Like, like the industry has moved a lot in a good way where like, if you looked at goals from like the early two thousands, you'd be, there's a lot of like, I want a six pack. I want to be 130 pounds. I want very numerical kind of things, but it's really shifted. And in a really good way where people are just like, I just want more energy. I want to get rid of my brain fog. I get bloating every day and I don't know why.

[00:20:19] It is a very, it's their subjective experience of life that they actually want to change. Sometimes they don't know that. They know that internally, but like they, they attach it to, I want to be 130 pounds or something. But they, they, they're the real thing that, that they want to improve is their state of being. Like your ideal weight isn't a number. Your ideal weight is a feeling. That's what, that's where you want to be. And you could even further refine it. There's lifespan. There's healthspan.

[00:20:50] And then there's performance span. The real goal is to lengthen this performance span so that you can be the best version of you for as long as possible. Awesome, man. I think you touched on the crux of it. Why most people don't adopt is like having the expertise to take the blood markers and actually make it meaningful. It's very rare. You know, personally, I did the functional diagnostic nutrition certification years ago.

[00:21:16] And within probably like six months, I was like, you know what? I'm just not qualified. Even with this, you know, the certification, which was good. You know, I should really just be passing this stuff on to endocrinologists, right? I'm not going to be messing with hormone cascades and things like that. And I just made that realization. Now you've been doing this for decades. And if naturally you're passionate about it, you put in the time to be given that. But how do we scale that? Maybe the question I'm getting to is like, why did you, what led you to start Vitality Blueprint?

[00:21:46] And yeah, how do we do that? Yeah, what led me to start Vitality Blueprint is I knew I had a repeatable system that was objective, that worked, that was based on scientific evidence. But what I was doing was so manual. I was working with these top tier people for a lot of money. But I was, I had put so much time into them that I could only take on a small amount of people at a time because the analysis took a long time. Program design took a long time.

[00:22:16] And looking at a marker, not really knowing why it is the way that it is, and then having to read seven studies to understand why it looks the way that it is, and then to program backward from that is a very manual, very intensive process. And I did that for 15 odd years. And then I knew I had something special and repeatable, scalable, and something that was built in enough scientific evidence that I could put it out to the world with extreme confidence.

[00:22:41] So Dr. Andy Gallup and I joined forces, put our heads together for about two years and turned our brain into coding logic, turned our brain into an algorithm. And what was previously only available to the actors and athletes and CEOs, now that's available to everybody because Vitality became an algorithm, which is basically Andy and I becoming an algorithm. That is how this thing is being brought to the world. Yeah.

[00:23:10] Walk us through the experience of Vitality Blueprint. I mean, I've done it and I'm happy to talk about my side of it. You were very helpful with that. We can even look at mine. I don't really care if people see it, but as a consumer, walk us through the whole experience as it is now. Sure thing. So I have backend integration with LabCorp. So what would happen is you would pick a blood work option that is right for you. We have the standard panel, which is good for 80 plus percent of people.

[00:23:39] And then we have the elite panel because we still work with world champions on a regular basis. So standard and elite panel, you would go to a local LabCorp, get your blood draw done. Since we've got backend integration with them, once your blood draw is done, your results auto-populate to Vitality's dashboard. So you've got your own app and your own dashboard. Once those results auto-populate to that dashboard, they are placed through over 20,000 calculations for interpretation.

[00:24:07] And there's over 4,000 scientific references on that engine. So something that's far beyond human computational power, that analysis is extreme. And this is true cornerstone of why I didn't launch this thing for two years before I brought it to market. Paying a dev team and using my own time for two years for bringing this thing to market because turning a brain into an algorithm is a bit of a task. But we've got over 20. Yeah, man. Hey, you've got big dreams. And you're like, holy crap. You're 18 months in.

[00:24:37] And you're like, oh, I know there's six months to go at least. But then you go over. So then that thing gets massively interpreted and broken down in a way that you can understand. So the days of having an 8 by 11 blood work that's in black and white are done. You can imagine your blood work being done. And then you're being graded across 12 different categories. So you're going to be given a percentage grading on sleep, vitamin and mineral status, energy production, brain chemistry, hormones, gut health, toxic load, hydration, all of

[00:25:06] these categories. You're going to be given a percentage grading. So you're going to know what's up. All right. I got a 65% in brain chemistry. It's a very easy to interpret way. And then you're able to actually identify the primary recommendations at which you can improve those categories. So for example, let's say we've got a 65% in brain chemistry, and I want to improve that to reduce cognitive aging and just simply to improve brain performance.

[00:25:33] You're provided the recommendations based on your exact physiology, not demographical data, based on your exact physiology to improve that category and improve your overall brain health and performance. And on top of that, I really built this thing because I was a coach first and a scientist second. And the only difference, the difference between blood work and results is the gap of adherence. You can do as much blood work as you want, but if someone isn't going to follow well,

[00:26:03] they'll never actually get the result. So for every single biomarker in Vitality, you're provided a lifestyle, nutrition, and supplement recommendation in order to solve that biomarker. So if you, you can literally, if you don't like supplements, you can hit a toggle button that says, I don't want any supplements to solve all my problems in nutrition. Or if you're like me and you don't mind popping 20 pills a day, then I actually find that convenient. And I will have more supplements to solve problems in a targeted way.

[00:26:32] But if I travel a lot and then my nutrition and my supplement is going to be unreliable, then I can choose a lifestyle option. What I basically did was like, it looks like I've made a, and I did, but it looks like I've made a way that is maximally adherable. So I'm getting maximum results for these people. But what I really did was just take away people's excuses. I know that you're going to be able to do at least a supplement or at least a nutrition or at least a lifestyle recommendation for this thing.

[00:27:02] So based on your own adherence capability, choose one, and then that'll improve that category and subjectively improve your experience of life through a performance lens. So you do one blood work, you're going to get six months of programming from one blood draw. And then you will almost certainly never turn back because you'll be feeling much better each and every single day. Yeah. Yeah, man.

[00:27:28] Well, I'm going to share screens in case people want to watch this on YouTube. Yeah. So I got mine done. I don't know how long ago, about four months ago, I think. So looking at mine, right, I have here, it's really cool. I mean, the dashboard is, as I, it took me about an hour to really dive into this and start to, and I asked a couple of questions to your team. And then once it clicked, it clicks really, really well.

[00:27:54] But you know, it, it, it looks a little gamified, right? It's got my vitality score. I'm at 84%. It gives me a biological age, uh, which is about eight years younger than my actual chronological age. I really just want to get you on to brag about that. That was the whole point of this podcast. The whole point of the podcast. Yeah, that was it. We're done. Thanks, Dan. But then it has all the different categories, right? Like I do really well in toxic load. My resilience could be better.

[00:28:21] So when I go and click on resilience, cause I'm at 74.8%, you know, it gives me specific things to the right of like, you know, what, what I can do. So maybe explain that, like, let's go through resilience. Yeah, yeah, yeah, yeah. So let's, let's talk about this. I'm glad you said that. So we want, I want to contextualize your results so that you get it without the jargon. Okay. Okay. So I can sit here and I can biochemistry and jargon my way through anything and then PubMed my way through anything.

[00:28:49] But for you, I want to provide context. So you click on resilience, right? So we're already there. So then on the right side of the screen, you actually right away see the biomarkers that are most largely impacting your resilience score. So go ahead and click on vitamin D. You have low vitamin D, which is impacting your resilience score. Boom. All right. So it comes up and I'm not hiding anything. I'm talking about performance specific reference ranges that took me 10 to 15 years to create. There it is right there. I give it to you.

[00:29:19] You got your performance range for vitamin D, which is 55 to 80. And then you've got your normal range. You got exactly where you're at in that little tag there. You've got an explanation of what vitamin D is and hyperlinked studies. So you've got your explanation and then the exact studies that are associated to that recommendation. So we've provided context with resilience. And then we click on, okay, what is it? It's vitamin D.

[00:29:48] So we're looking at this thing right here. And then if you scroll up just a bit here, let's go all the way to the top. There it is. Click on details. There. You can click play and you will watch a video of me explaining what low vitamin D means to you. If you don't want to read anything, you can watch this. Hey friends, this is Eric Malzone. And this episode of the future of fitness is brought to you by the podcast collective.

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[00:31:11] learn more at podcastcollective.io and feel free to book a 30-minute strategy session with yours truly. Traditional media is dying on the vine. Podcasts are rising quickly to fill the void. Do not miss the boat. That's podcastcollective.io. Really cool graphics too. Yeah. Yeah. All right. So anybody, yeah, anybody can go through this right away.

[00:31:41] You got a video and then you have another explanation here. And again, this is not templated on the first page of this. It was why vitamin D is important for performance. We click on details and it's specifically low vitamin D. So this is, this is not the same thing being copy pasted everywhere. Now it's very specific to low vitamin D performance because that is your result. And then you've got a new selection of hyperlinked scientific references. So if you want to do an even deeper dive there, now you've got that. Now click on the final one. That's recommendations. This is, yeah, right there.

[00:32:11] So now lifestyle, sun exposure, nutrition, vitamin D specific foods or supplementation, vitamin D. So what we essentially just did was contextualize it with resilience, show you what the problem was, which was vitamin D and then personalize it with the recommendations. All along the way, you could dive as deep as you want into all of the scientific literature or like some of my athletes, you don't care about any of it.

[00:32:40] You can just execute what you need to execute and make it happen. So let's get out of the vitamin D. I want to talk about one more thing I'm very proud of here. So this is just the normal dashboard. So you kind of get a snapshot view of everything. You can kind of see on the performance plan, there's these indicators, max impact or high impact, right below some of these recommendations here. So that's something that I created and that is its own unique algorithm by itself.

[00:33:08] What that represents is the degree of impact a recommendation is going to have on your specific physiology. So for example, a maximum impact recommendation for you is actually vitamin D because you were low in vitamin D. So maximum impact means that this recommendation is going to impact the maximum amount of biomarkers and specific to the goals that you gave to the platform.

[00:33:35] So it's not based on demographical data, like sleep's good for everybody. Vegetables are good for everybody. No, it's the degree of impact a recommendation is going to have to your unique physiology. So if you're somebody who's busy, man, I can only do like a few things right now, then you would only pick the maximum impact recommendations because those are going to have the largest broad spectrum impact on your physiology. So if you could only follow a few things, follow those things.

[00:33:59] So just a, just a kind of quick breakdown on how deep you can go into this, the logical and reason behind it. There's no guessing here. Um, but then also the personalization in terms of adherence and impact. It's, it's, it's really good, man. And you know, one of the things, uh, that I started doing because of this is donating blood, which I never thought actually had health benefits. Right. And then I went in there and I did it and they're like, Oh yeah, many people come in here because

[00:34:28] my iron was too high. I think that was a recommendation for it. Right. So it was, it was like really interesting insight. I mean, consider myself above average as far as knowledge when it comes to fitness and health, but I didn't really think about that. And I never would have known that vitamin D for me was no shock. I live in Northwest Montana, right? The winters are gray. It's dark. Even if, even when there is a lot of sun, you're still not getting a lot of vitamin D. So you have to supplement, you have to find other ways to do it. So that wasn't shocking, but the degree to which it was affecting me was unknown to me until I took the test.

[00:34:58] But the other stuff like that, like, you know, and then some of the other supplementation you personally recommend, it was really, it was really beneficial. So it's very slick, man. It's, it's very good. I've tested out a lot of these over the last few years. And I think you guys have done an exceptional job. One of the things that I think people are listening are going to ask is, is there a partnership opportunity with you guys? Like, are you guys doing just direct to consumer? Are you doing any kind of commercial enterprise partnerships? Are you doing any alignment? Like I would imagine a health club chain or a high end personal training studio would love

[00:35:27] to have some kind of partnership with you guys, or this is just part of the onboarding process for them. Is that something you guys are looking at or is it on the roadmap? Yeah, yeah. It's definitely on the roadmaps on the roadmap very soon. So we basically, we've been in the only the direct to consumer world since April launched in April, 2024. Got thousands of happy customers. Everything is going great. But what we identified was that there was people using the platform and like a hack job

[00:35:54] way trying to use it to service their clients. Then we actually had a lot of people buying our consumer product to service their clients just because they wanted this thing to be a part of the service that they offer. So we heard the market. We heard the noise. We're responding. And we've actually already built a B2B, business to business admin dashboard. So you can imagine having a dashboard with all of your clients on it, receiving bloodwork

[00:36:23] from us at wholesale, and then distributing that bloodwork to your own clients at the price that you want to determine at. So you're able to price it. You're able to service it. You've got your own dashboard. You're tracking all of the metrics over time. So you can use those metrics as marketable data. Hey, men who work with me increase their testosterone 23%. Women who work with me reduce their joint pain by 37%.

[00:36:47] You're able to just collect a lot more objective data on the cool success that you're already having. So that B2B service is going to be ready next month. So we're talking right now, I'm not sure when this podcast goes out, but we're talking now in January, 2025. And B2B is going to be in February, 2025. So I'm very, very, very excited about that. And I know that we're going to be able to do some really cool things there. Yeah. Awesome.

[00:37:15] I think this will probably, yeah, this will be probably right. Like early March is when this will publish. That'll be perfect timing. All right. What are the challenges of scaling a model like this? You know, it's fairly new, you know, right? I mean, it's pretty new. There's some other models we've been around for a while, but, you know, this is unique. I feel like it's like we said that the demand is there. What are you guys seeing as far as the challenges? Challenges are fun though, right? Yeah.

[00:37:43] At the risk of being like a little emotional, it's like, man, how fun is building the business? How fun is the game? How fun is like, I feel like one of the most important things to do as a business owner is constantly remind yourself, hey man, these are the good old days right now. You're going to wish that you were doing this again, dude. You're going to wish you were building something cool again. What are you talking about? Like challenges? Like it's, it's so like Anthony Robbins, but challenges are opportunities, dude.

[00:38:11] Like I love the game. I love it. Now in terms of actually answering that question, I would say a challenge that we overcame is a scope of practice. I've been in my, I've been, you kind of talked about it a bit with functional diagnostic nutrition. So I've been, had my ear to the ground in the coaching world for so long. And one thing that was so consistent is like personal trainers, coaches, they're all like, man, blood work is so cool. I know it's the future and I know it's effective.

[00:38:40] You don't have to sell me on that, but can I do that? Can I look at blood work? Can I make recommendations based on blood work? That freaks me out. So what basically I did with Vitality is eliminate the freak out. It's gone. So with Vitality, the, the software itself, it does not diagnose medical conditions. It does not recommend pharmaceuticals and the person, they aren't doing the interpretation.

[00:39:09] The software is. So this actually removed scope of practice issues from anybody using this platform. So this means a personal trainer can use this. A strength and conditioning coach can use this. Physiotherapist, any, anybody can use this. And I think that that's more important than, than anything. I've talked about a lot of cool stuff of improving subjective experience of life and having more energy. That's all cool.

[00:39:36] But more, more important possibly than anything is providing a powerful tool to the front line of health. Personal trainers are the ones getting tough questions. Like people want to ask their doctors questions, but instead they're going to their personal trainer. Like, Hey man, I'm not digesting things well. I'm starting to forget a lot of stuff. What should I do? My joints hurt. My heart rate's high. What should I do? Dude, personal trainers are answering these questions.

[00:40:05] Same with team strength and conditioning coaches, chiropractors, physiotherapists. They're all, that's the front line of health. And they, they deserve a lot of respect because they work really hard and everybody expects them to know everything. So what I've essentially created is a platform that they can use that will arm them to answer those questions in a way that they can be safe within their scope of practice. So all of that is scope of practice safe.

[00:40:30] And on top of that, the platform has two things, a scaled dietician's approval and a scaled physician's approval. Cause I've had dieticians and physicians go through the entire library, give it the thumbs up. So we have scaled approval across the whole thing. So not only does, does the person not interpret to diagnose or prescribe pharmaceuticals, but there's scaled approval from dieticians and physicians. It's, it's completely airtight and buttoned up. So that was a challenge.

[00:40:57] When you asked me that question, I kind of think about that, but then I also think about how I crushed it. It makes me happy. That, uh, what you just described right there cannot be overstated. Like how critical that is to having a really true, to truly being on the front lines. We talk about it all the time in this industry, right? Like we're on the front lines of health and the battle against obesity and, you know, metabolic disease. We talk about it a lot, but in order to truly do that, like this is a critically important piece.

[00:41:28] Like we have to have scope of practice. Like not everyone can spend 10, 15 years educating themselves on blood work and biomarkers. I mean, they can, but you know, our industry, the reality is, is most trainers don't last that long. Most coaches don't last that long. Right? So we need to give them something armed right away that provides that. And I think technology and what we're looking at now and algorithms and AI, whatever machine learning, all the different things that we have provide a scalable solution. That's really critical.

[00:41:55] So I want people to really just sit with what you just said for a second, because that's really important and how we're going to really position ourselves at the front lines. Cause that's, that's the way that's a huge asset that we need to, to leverage extensively. It's all done. Question for you, kind of stepping away, you know, you guys obviously work within lifestyle, nutrition, supplementation, all stuff that's non-medical. But when you look at like the world of emerging health technologies, what kind of gets you excited? Like, I mean, we have, you know, hormone replacement therapy soon to be taking the next

[00:42:23] leap as far as like the data and information, stem cell research, like a lot of the fringy recovery aspects that people are really getting into, you know, you know, contrast therapies, that's, there's nothing new there. But is there anything that's kind of emerging right now where you're keeping your eye on? And you're like, this could be interesting, scalable, and really, you know, helping people subjectively feel better with their life. Oh man. I would maybe say like, I have such a laser focus on becoming the best blood work company

[00:42:53] in the world that that's like the one thing I want to do. But in so with that, with that framework, I would say integrating wearables to blood work, I think is very key. I think that that is emerging. I don't think anybody's truly unlocked that yet. Blood work stands on its own. Like people forget, man, blood work, you look at a wearable and the company's been around like three to five, let's give them seven years, whatever. They've been around a while.

[00:43:21] Blood work's been around for decades, literally decades, decades and decades. It has thousands, tens of thousands of research papers behind it. And it's so scientifically valid that it doesn't matter where you are in the world. You can get blood chemistry in Vietnam, China, in Toronto, in Hawaii, in LA. You can get it worldwide. It's so scientifically sound. It doesn't matter where you are. You can get blood chemistry because that's how rock solid it is. So that is already by itself.

[00:43:50] And now if we can, so that means we have the world from the inside out is very much taken care of. But now if we can combine the outside in with the inside out in an ongoing way, that would be powerful. Because then you can start connecting HRV to blood metrics. You can start connecting your resting heart rate to blood metrics. You can start connecting body temperature to blood metrics.

[00:44:15] You can also start looking at like combining biomarkers that don't exist yet, that for sure do. Like there's sweat patches that you can wear. And these sweat patches, they measure your sodium potassium, for example. They measure your sodium potassium. And people are using them to refine the electrolytes that they should be consuming due to their own unique sweat composition. All right.

[00:44:41] But then people don't know that one of the most scientifically validated measures of systemic fatigue is the sodium to potassium ratio. So when you look at blood work, one of the most, everybody looks at cortisol, everybody looks at it. One of the most scientifically validated ways to look at hypercortisolism or hypocortisolism. So actual Addison's disease or Cushing's disease, this massive production of cortisol or underproduction of cortisol.

[00:45:07] So that's done, the initial diagnostics of that are done through the sodium potassium ratio. And when you're dividing your sodium into potassium, you want to be between 30 and 35. If it's below that, it indicates chronic fatigue. If it's above that, it indicates acute stressors. But like what people aren't doing is outside in, inside out. Because you're only one step away. Can I use my thing that people are using to see how much data they need?

[00:45:33] Can I freaking use this patch to measure my sweat composition and then correlate that to my internal sodium potassium ratio? Interesting. Every single time I'm seeing a change with my patch, I'm seeing a change internally. There is an algorithm there. There is a biomarker there. So now maybe I can create a non-invasive way with a patch and not blood work to predict internal systemic fatigue. So that means I can put this on athletes and see where are they at in their fatigue throughout the season?

[00:46:03] Where are they at their fatigue in the offseason? Where are they at during a tournament where there's multiple games in one day? I'm able to actually kind of assess this state with a patch instead of assess this state with a massive blood draw. So I just gave you one example of 10 to 20 that I could just rattle on about right now where people are not doing inside out with outside in. They're just like tracking their step count and going from there.

[00:46:30] The future is having a biological monitoring system where you are this person and you are being monitored and you know how to live your best life outside in and inside out. Yeah. It's cool. It's a cool time to be alive. Yeah, man. Really? It is. Yeah. It really is. There's a lot of things that scare me about technology and AI and all the advancements that

[00:46:58] we have, but there's all things that are just really kind of get me giddy like a little kid. Like it's a really cool time to be alive. And you know, I've heard amazing things about, you know, the next five to 10 years of expectations about what it will do for longevity and human performance and all the things that we have as technology, you know, continues to break through at a faster and faster rate. It's cool that you see you guys are obviously well on top of it. When you think about the audience that we have in this particular podcast, like what do you need help with them?

[00:47:25] Like if people are going to reach out to you, what would you like to hear from them about, you know, from partnerships to perspectives to whatever, like what would be, what would be valuable for you? Ooh, what would be most valuable to me is if I can be valuable to them. If anything that I have said on this podcast today correlates to any integration that you have in your business, well, then I have a scalable solution for you. An infinite scalable solution. The algorithm will take on anything. So if you are a consumer that's interested, I got you.

[00:47:55] If you are a B2Ber and you want to apply this service in your practice at infinite scale, I got you. But then also if you are a massive platform, then there's like this third option here that could be interpretation as a service. So let's say you are already a massive platform that does blood work at massive scale. Someone like a quest, someone like a lab corp, someone like a whatever it's going to be. Then we could actually be a behind the scenes interpreter of everything that you're doing.

[00:48:24] And that would be interpretation as a service, as opposed to a true admin dashboard B2B model. If I can be valuable to you, then reach out because I'm open to meeting people. And this is, this is something that is ready to truly help an infinite amount of people. And on top of that, what I have, everything that I have said today is not just U.S. domestic. The B2C and B2B is worldwide. No matter where you're at, I'm ready to go. Awesome, man.

[00:48:53] And how would you like people to get ahold of you? Just go to Vitality Blueprint or through socials? Where would you like them to connect? Yeah. Vitalityblueprint.com is where you're going to find everything about vitality. If you want to follow my social, it is Dan Garner Nutrition on Instagram. That's where I hang out the most. That's where I post the most. So if you're interested in this kind of stuff, follow me on Instagram. If you're interested in the business collaboration side of things, then go to VitalityBlueprint.com

[00:49:22] and use that contact form because I'm not very good at answering my DMs on IG. Yeah. Yeah. And if you're into curated PubMed articles, definitely check out Dan's IG. He obviously reads a lot of scientific literature. I'm going to try to make it simple and interesting. Yeah. Yeah. Yeah. It's, which is, that's the trick. That is the trick. Dan, thank you so much for joining me. Like I said, it's, you guys have built something really cool here. Scalability is huge.

[00:49:49] And I think the industry should really take a look at how to partner with you guys for sure, because it's, it's something that we can't just be walk, talking the talk anymore as an industry about how we want to be at the front lines of, you know, the health, the battle for people's health, like, and reaching the other 80%. Like we keep talking about it ad nauseum. We need to do something about it. And this is one of the tools that you can implement to truly take steps to do that. So well done. Really appreciate your time. And yeah, ladies and gentlemen, Dan Garner. Thank you, man.

[00:50:18] Hey, wait, don't leave yet. This is your host, Eric Malzone. And I hope you enjoyed this episode of Future of Fitness. If you did, I'm going to ask you to do three simple things. It takes under five minutes and it goes such a long way. We really appreciate it. Number one, please subscribe to our show wherever you listen to it. iTunes, Spotify, CastBox, whatever it may be. Number two, please leave us a favorable review. Number three, share. Put it on social media. Talk about it to your friends.

[00:50:48] Send it in a text message, whatever it may be. Please share this episode because we put a lot of work into it and we want to make sure that as many people are getting value out of it as possible. Lastly, if you'd like to learn more, get in touch with me. Simply go to the futureoffitness.co. You can subscribe to our newsletter there or you can simply get in touch with me as I love to hear from our listeners. So thank you so much. This is Eric Malzone and this is the Future of Fitness. Have a great day.