Habits and Hustle
Episode 451: Dave Asprey: Marketing Secrets That Built a $20 Billion Biohacking Industry
20 May 2025
How did a 300-pound tech executive become the founder of a $20 billion biohacking industry? In this Habits and Hustle episode, Dave Asprey reveals his unconventional journey, sharing his marketing philosophy: "I do not sell. I teach." We discuss how he bootstrapped Bulletproof to $27 million before raising capital, the venture capital challenges that led to losing control of his company, and why he believes making products that genuinely work is his true marketing secret. We also dive into his experience creating the Bulletproof Coffee phenomenon and how his desperate search to heal his own chronic health issues led to revolutionary discoveries. Dave Asprey is the founder of nine companies, including Bulletproof, Danger Coffee, TrueDark, and Upgrade Labs. He's authored bestselling books including "The Bulletproof Diet," "Head Strong," and his newest release, "Heavily Meditated." Dave is credited with creating three unique billion-dollar markets: MCT Oil, Collagen Protein, and Functional Coffee. What We Discuss: (01:00) Biohacking and Marketing Secrets (10:10) Uncovering the Quiet Desperation (13:19) Entrepreneur's Journey to Success (19:32) Venture Capital, Biohacking, and Longevity (30:37) Sexual Health and Biohacking Insights (42:18) Exercise, Recovery, and Hormone Optimization (49:50) Optimizing Testosterone and Peptide Use …and more! Thank you to our sponsors: Therasage: Head over to therasage.com and use code Be Bold for 15% off TruNiagen: Head over to truniagen.com and use code HUSTLE20 to get $20 off any purchase over $100. Magic Mind: Head over to www.magicmind.com/jen and use code Jen at checkout. Air Doctor: Go to airdoctorpro.com and use promo code HUSTLE for up to $300 off and a 3-year warranty on air purifiers. Bio.me: Link to daily prebiotic fiber here, code Jennifer20 for 20% off. Momentous: Shop this link and use code Jen for 20% off David: Buy 4, get the 5th free at davidprotein.com/habitsandhustle. Find more from Jen: Website: https://www.jennifercohen.com/ Instagram: @therealjencohen Books: https://www.jennifercohen.com/books Speaking: https://www.jennifercohen.com/speaking-engagement Find more from Dave Aspry: Website: https://daveasprey.com/ X: https://www.instagram.com/dave.asprey/?hl=en YouTube: https://www.youtube.com/c/DaveAspreyBPR
Full Episode
Hi guys, it's Tony Robbins. You're listening to Habits and Hustle.
Crush it.
On today's episode of Habits and Hustle, I'm joined by the one and only Dave Asprey. He is the founder of Bulletproof and a pioneer in biohacking. He's a New York Times bestselling author who spent decades optimizing human performance and longevity. And he's helped millions upgrade their lives through science-backed strategies.
Dave and I talk all about his strategies, his marketing approach, how he built nine businesses, and how he even bootstrapped Bulletproof to $27 million before taking on venture capital. We also talk about how he got removed off his own board and so much more.
So guys, if you're interested in biohacking, longevity, business and marketing strategies by one of the best that's done it, I would stick around and listen up. Before we dive into today's episode, I first want to thank our sponsor, Therasage. Their TriLight panel has become my favorite biohacking thing for healing my body. It's a portable red light panel that I simply cannot live without.
I literally bring it with me everywhere I go. And I personally use their red light therapy to help reduce inflammations in places in my body where, honestly, I have pain. You can use it on a sore back, stomach cramps, shoulder pain. ankle, red light therapy is my go-to.
Plus, it also has amazing anti-aging benefits, including reducing signs of fine lines and wrinkles on your face, which I also use it for. I personally use Therasage Trilight everywhere and all the time. It's small, it's affordable, it's portable, and it's really effective. Head over to therasage.com right now and use code BEBOLD. for 15% off. This code will work site-wide.
Again, head over to therasage, T-H-E-R-A-S-A-G-E.com and use code BEBOLD for 15% off any of their products. Guys, we have basically like the father of biohacking. It feels like you created it. I did.
I came up with the word in Tibet, walking around the holiest mountain in the world and came back and wrote blog posts, started the first conference, got it added to the dictionary eventually. Yeah, I invented it. I really did.
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