PNOĒ's Self-Serve Breath Mask Brings Lab Testing to Gyms
PNOĒ, the Malden, Massachusetts-based startup whose breath-analyzing mask once drew comparisons to Batman villain Bane, is launching a sleeker self-serve version on October 1. The PNOĒ 2.0 lets gym-goers measure VO₂ max and other metabolic markers in eight minutes without a trained operator. It is a significant shift for a company that has spent a decade making lab-grade metabolic testing portable, and it arrives as VO₂ max becomes a buzzword among longevity enthusiasts worldwide.
What the PNOĒ 2.0 Actually Does
The new mask covers the nose and mouth and straps around the back of the head. It measures how much oxygen you consume and how much carbon dioxide you exhale, then translates that data into advice about eating, training, and longevity. According to co-founder and CEO Apostolos Atsalakis, someone can walk into a gym, wear the mask, push a button, sit down, and breathe for eight minutes. The company says the test captures 23 biomarkers, including VO₂ max, resting metabolic rate, and metabolic flexibility. The device is smaller and more compact than its predecessor, with fewer parts, which Atsalakis said makes it more reliable. It was designed with Milan-based Design Group Italia over what he described as a lot of iterations, since a self-administered metabolic testing device had not been done before.
Why Self-Serve Changes the Business
PNOĒ's current device requires a trained operator, which limits where it can be used. A self-serve version could open the door to fitness centers without dedicated staff and potentially even pharmacies, Atsalakis said. The company also addressed a post-pandemic concern: who wore it last? The electronics detach from the silicone mask and straps, so multiple people can share the costly hardware while each user keeps their own mask. PNOĒ sells only to businesses, which then offer the test to their customers. Clients include Equinox, Four Seasons hotels, Red Bull, the NBA, the Mount Sinai Health System, and the med spa chain Restore Hyper Wellness. Businesses pay a subscription ranging from $400 a month to more than $1,000, covering hardware, software, training, and marketing materials.
The Longevity Boom and the Competitive Middle Ground
The timing is good for PNOĒ. VO₂ max has become a buzzword among longevity enthusiasts, thanks in part to research linking higher cardiorespiratory fitness to lower mortality. Atsalakis calls VO₂ max the strongest predictor of human longevity and sees his company's data as a scorecard for the booming wellness industry. But the middle ground between clinical workups and smartwatch estimates is increasingly crowded. Apple, Garmin, and Whoop all estimate VO₂ max from heart-rate data, while consumer devices like Lumen analyze breath to gauge fat and carb burning. At the high end, traditional metabolic carts remain the standard in labs and hospitals. PNOĒ, which employs 110 people, says it recently turned profitable while growing more than 100% a year. About 85% of its business comes from the U.S., which Atsalakis described as by far the most advanced market globally for longevity. The company is now expanding in Europe and, through partners, in Latin America and Asia.
Wellness, Not Medicine — For Now
For all its clinical ambitions, PNOĒ is careful about what it claims. The device is not cleared by the U.S. Food and Drug Administration, and Atsalakis said the company does not provide medical recommendations. Instead, PNOĒ considers itself a wellness device. Atsalakis compared it to a body composition device or a scale, noting that a doctor cannot prescribe medication based on its results. That could change down the road. Researchers have long explored whether compounds in human breath can signal diseases such as cancer, and Atsalakis believes the company's growing trove of data could eventually help it flag health issues. But he acknowledged that full diagnoses are definitely a couple of years away, with regulatory hurdles likely stretching that timeline further.
Key Takeaways
- PNOĒ is launching a self-serve metabolic testing mask on October 1 that measures VO₂ max and 23 biomarkers in eight minutes without a trained operator.
- The device could expand into gyms without dedicated staff and potentially pharmacies, with detachable electronics allowing shared hardware and individual masks.
- PNOĒ sells only to businesses through subscriptions ranging from $400 to over $1,000 a month, with clients including Equinox, Four Seasons, Red Bull, the NBA, and Mount Sinai.
- The company is not FDA-cleared and positions itself as a wellness device, not a medical one, though it hopes breath data could eventually flag health issues.
- PNOĒ recently turned profitable, grows over 100% a year, and plans to raise a Series B within six to 12 months.
Source: TechCrunch • 🇺🇸 San Francisco
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