Dave Asprey’s net worth is estimated at $20-40 million in 2026, built on the Bulletproof brand that raised over $40 million in venture capital, four bestselling books, and a franchise play with Upgrade Labs. The self-proclaimed “Father of Biohacking” turned buttered coffee into a cultural moment. Then he did something more interesting. He walked away from Bulletproof to build a franchise model that could scale biohacking nationwide.
Dave Asprey Net Worth: From Tech Executive to Biohacking Pioneer
Before Asprey became a wellness brand, he was a tech operator. Specifically, he held executive positions at Trend Micro, Blue Coat Systems, and Citrix Systems. In addition, he earned an MBA from Wharton. He also created one of the first working instances of cloud computing at UCSC Silicon Valley Extension.
However, the pivot to wellness wasn’t a retreat from tech. Instead, it was an application of tech-industry thinking to human biology. As a result, that framing attracted Silicon Valley money. By 2018, Bulletproof 360 had raised over $40 million in financing. The round was led by CAVU Venture Partners, with participation from Trinity Ventures.
The Bulletproof Brand: Coffee, Books, and Cultural Penetration
It all started with a blog post in 2009. Asprey returned from Tibet, where he’d tried yak-butter tea. He then published a recipe for coffee blended with grass-fed butter and MCT oil. The concept sounded absurd. Nevertheless, it went viral.
By 2013, he’d left Trend Micro to run Bulletproof full-time. Furthermore, by 2015, he’d opened a standalone coffee shop in Santa Monica. He also raised $9 million from Trinity Ventures that same year. Meanwhile, “The Bulletproof Diet” sold approximately 500,000 copies globally.
Four more books followed, including “Head Strong” and “Game Changers.” Each reinforced the brand’s core proposition. Moreover, his podcast, now called The Human Upgrade, has accumulated over 200 million downloads. It consistently ranks in the top 100 health podcasts.
The Bulletproof Exit and Upgrade Labs Pivot
In September 2019, Asprey stepped down as CEO of Bulletproof 360. However, he retained an executive chairman role. The move signaled a strategic shift. Rather than grinding out CPG margins on coffee, he redirected his energy toward Upgrade Labs.
The logic was franchise-native. Biohacking equipment that once cost a million dollars could now be accessed through a membership model. For example, cryotherapy, red light therapy, PEMF, and neurofeedback all sit under one roof. Consequently, the concept positions itself as the future of fitness.
There were setbacks along the way. Specifically, Upgrade Labs filed for bankruptcy in June 2020 during the pandemic. Nevertheless, the company restructured and relaunched the franchise program in 2021.
Upgrade Labs: The Franchise Economics
The numbers tell the story. Initial investment ranges from $633,000 to $1.35 million per location. Notably, Asprey waited eight years before franchising. He deliberately avoided the rapid-scale approach that burns franchise owners.
As a result, multiple locations now operate in California, Idaho, and Utah. Additionally, territories have been sold in Austin, Nashville, Charlotte, and Bellevue. Furthermore, international expansion has reached Canada. Australia licensing was also announced for master franchise partners.
The biohacking market is projected to hit $63 billion by 2028. Therefore, Asprey’s bet is that Upgrade Labs becomes the dominant franchise brand in that space. In comparison, think of how Planet Fitness dominated budget gyms. Whether that happens depends on execution.
Controversies and the FTC Warning
Asprey’s career hasn’t been controversy-free. For instance, in 2020, the FTC sent a warning letter for unsubstantiated health claims. These included statements about “hacking Coronavirus.” Similarly, the Bulletproof diet has been criticized by nutrition scientists.
Vox contributor Julia Belluz called it a “caricature of a bad fad-diet book.” In addition, dietitians challenged claims about coffee boosting IQ by 20 points. They noted the effect was likely standard caffeine. Likewise, his mycotoxin theory about conventional coffee has been disputed by independent testing.
However, these controversies haven’t materially slowed the commercial operation. In fact, the biohacking community largely views regulatory pushback as validation rather than deterrence.
Personal Life and the Austin Reinvention
Asprey divorced his wife Lana in 2021, describing it as a “conscious uncoupling.” Subsequently, in 2023, he moved to a farm in Austin, Texas. This followed the wave of tech figures relocating to the state. The move aligned with his brand: optimize everything.
At 52, Asprey claims to have reduced his biological age significantly. Whether the specific metrics hold up to clinical scrutiny matters less than the narrative. In the longevity economy, the founder’s body is the product demo.
Where Asprey Fits in the Longevity Economy
Asprey occupies a specific lane in the longevity era. He’s not a physician like Peter Attia. Nor is he a data obsessive like Bryan Johnson. Instead, he’s a tech entrepreneur who applied product thinking to human biology. As a result, the franchise model represents his most scalable play yet.
For more on biohacking economics, explore our coverage of the Ozempic economy and Ben Greenfield’s diversified approach.
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Frequently Asked Questions
What is Dave Asprey’s net worth in 2026?
Dave Asprey’s net worth is estimated between $20-40 million in 2026. His wealth comes from founding Bulletproof 360, which raised $40M+ in venture capital. In addition, he has four bestselling books and a podcast with 200+ million downloads. He also runs Upgrade Labs, a biohacking franchise expanding across the US, Canada, and Australia.
What happened to Bulletproof Coffee?
Asprey stepped down as CEO of Bulletproof 360 in September 2019. However, he retained an executive chairman role. He then shifted his primary focus to Upgrade Labs. The Bulletproof brand continues selling coffee and supplements, but Asprey’s energy is now centered on the franchise concept.
How much does an Upgrade Labs franchise cost?
The initial investment ranges from $633,000 to $1.35 million, including the franchise fee. Locations offer biohacking services such as cryotherapy, red light therapy, PEMF, and AI-adaptive exercise equipment. Furthermore, the franchise has expanded to multiple US states and Canada, with Australia licensing underway.
What is Dave Asprey known for?
Asprey is known as the “Father of Biohacking.” He created Bulletproof Coffee in 2009 and founded Bulletproof 360 in 2013. Additionally, he authored four NYT bestselling books and hosts The Human Upgrade podcast. He previously held executive roles at tech companies including Trend Micro and Citrix Systems.
Has Dave Asprey faced any controversies?
Yes. The FTC sent Asprey a warning letter in 2020 for unsubstantiated health claims. Moreover, the Bulletproof diet has been criticized as pseudoscientific by dietitians. His mycotoxin theory was also disputed by independent testing. In addition, Upgrade Labs filed for bankruptcy in June 2020 before restructuring successfully in 2021.