You, Only Better
Dave Asprey does not like infomercials. He didn’t want our conversation to feel like one, he said, raising both hands in a gesture of innocence, like a magician showing there was nothing up his sleeve. But once he planted the suggestion, it wouldn’t go away. There was the register of his voice, oscillating between breathy and enthusiastic, and the complete absence of qualifiers to soften his bold claims. And then there were the wares clustered on the table in front of him. He had laid out cups of his signature product, Bulletproof Coffee, which is made with grass-fed butter and Brain Octane, a trademarked oil extracted from coconuts. Next to the cups lay Bulletproof-branded protein bars in chocolate and vanilla. ‘‘I am not plugging my stuff,’’ he said with a semi-embarrassed laugh. ‘‘I’m just talking about how things work.’’
And this is how things work for Asprey, according to his claims: By experimenting on his own body, he found a diet to end all diets, one that encourages the consumption of rich foods like avocado, steak and butter and requires little exercise to maintain a healthy weight. In the course of developing this diet — the Bulletproof Diet — Asprey says he lost 100 pounds, boosted his I.Q. more than a dozen points and lowered his biological age in the process.
Asprey, 43, is the founder of Bulletproof Executive, a company that sells supplements and gadgets. He is also an avatar of the quantified-self movement, a loose-knit group of people who obsessively collect data about their lives in order to learn more about their behavior, and potentially change it. Once the rarefied pastime of alpha geeks who meticulously logged data about their bodies in spreadsheets and built graphs to glean trends about their inner workings from the numbers, self-tracking has become practically mainstream in recent years. The market for wearable fitness devices is projected to generate $1.8 billion this year. There are commercial headbands to monitor brain waves and wristbands to track movement. Many smartwatches log their wearers’ heart rates, and a number of smartphones count their owners’ footsteps.
In theory, the insights gained from self-tracking set the stage for biohacking, the tweaking of exercise routines and eating habits to yield a better you. But Asprey is betting that most people won’t want to figure all that out, preferring instead to rely on the fruits of his years of self-funded and -directed research. Venture capitalists agree: In July, Asprey raised $9 million from Trinity Ventures, the same investment firm that placed early bets on Starbucks and Jamba Juice. Shortly thereafter, he opened his first Bulletproof Coffee shop on a fashionable strip in Santa Monica, Calif. He is working to build Bulletproof into a global corporation — and firmly believes the world will be better off for it. To Asprey, futurists’ grandiose ambitions will be meaningless if humans can’t find a way to improve their longevity. ‘‘The way you do that is you monitor and manage the human body and then do small-level system upgrades,’’ he told me. ‘‘Before you do a hardware upgrade, shouldn’t you make better use of the hardware you have right now?’’
Asprey, who is 6 feet 4 inches tall and on the verge of being muscular, sat alert in a blue polo shirt. His blue-blocker shades rested on the table next to him. (He believes the glasses protect his circadian rhythm from the glow emitted by his phone’s screen.) All morning, he came off as hyperfocused and articulate, able to speak in complete (and compelling) paragraphs about his esoteric health interests. But he was also in constant motion — crossing and uncrossing his legs, adjusting his posture and clearing his throat. Eventually, he revealed that before our meeting, he dosed himself with a cocktail of substances to enhance his cognitive function. He’d wanted to be as alert as possible for the day, which included our interview and setting up for his annual Bulletproof biohacking conference. In addition to his regular daily supplements, he ingested a milligram of nicotine to improve his focus. The jitteriness was apparently worth it.
Asprey says he finally lost faith in Western medicine at 23, when a doctor told him that vitamin C could kill him. It turns out this isn’t true, but for Asprey it was the last straw. As a boy, he suffered from inexplicable rashes and alarming, recurring nosebleeds. He says he also felt a mental sluggishness that never seemed to recede. This frightened him, especially as he entered college. By the time he was 22, he weighed 300 pounds. He bought disability insurance when he was about 25 because he was worried that there would come a day when he wouldn’t have enough energy to work.
His poor health didn’t hold back his career. Asprey rose through a series of high-profile positions at several successful technology companies in the ’90s and ’00s. Still, he felt restless and unhappy. In 1995, determined to get his weight under control, he spent 18 months on a strict diet and exercised six days a week. He got stronger, but lost little fat. And the food restrictions made him even more miserable.
In the ’90s, Asprey studied a form of information management called a decision support system at California State University, Stanislaus. Such systems use artificial intelligence to analyze data and present it so users can more easily make difficult business decisions. Asprey decided to apply similar tactics to his health. He began closely tracking his food intake alongside his energy levels, mood, sleep and physical activity to create a data set so he could see what patterns emerged — which inputs correlated with positive outcomes and which didn’t.
After his failed low-calorie diet, he tried others: the Zone, Atkins, raw veganism, high-protein and intermittent fasting. At the same time, he went to extreme lengths to collect additional data on his body’s performance. He had adrenal testing done to better understand how his hormones worked; extensive blood work let him monitor his glucose and albumin levels. He got DNA tests to look for genes that might cause immunodeficiency and sent out samples of his feces to learn about the microbes in his digestive tract. He bought an electroencephalogram, or EEG machine, to monitor his brain waves. Once, in 2006, hoping to treat gut problems, he placed an order online for a shipment of parasites called porcine whipworm. The eggs arrived from Thailand a few days later in a saline solution. He drank the whole thing hoping they would trigger an anti-inflammatory reaction in his gut. They didn’t.
In all, Asprey says, he has spent more than $300,000 over 20 years on this self-funded research. He talks about himself almost as a lab rat, or as a monkey that was shot into space and returned intact, bearing data to share. But, with his background in computer science, he also fancies himself a hacker — someone who endlessly manipulates a complex system, troubleshooting and looking for vulnerabilities to exploit.
He eventually developed his dietary guidelines, which emphasize that half the day’s calories should come from healthy fats like coconut oil and avocados. Asprey believes these provide more energy and satiation than carbohydrates. The rest is a mix of organic proteins and vegetables. It is both strict and decadent. Sugar (including fruit), grains, legumes and pasteurized dairy are to be avoided, as are many trendy health food items like raw kale and nut milks, which Asprey says contain toxins. The diet is ketogenic; it forces the body to burn fat, instead of carbohydrates and glucose, for energy.
The centerpiece of the Bulletproof Diet — and the business — is Bulletproof Coffee: a blend of freshly brewed coffee, the Brain Octane oil and grass-fed butter, consumed at the beginning of each day to boost energy and curb hunger. It comes with a remarkable patter. In 2004, as part of his campaign of self-improvement, Asprey went to Tibet to study meditation. On a trek in the Himalayas, he began to feel the effects of altitude sickness. At a local guesthouse, he was served a cup of tea mixed with yak butter, which he found to be revitalizing and energizing. After returning home, he tried to make his own version, and eventually landed on the recipe he sells today — almost.
Asprey and Bulletproof employees are fond of asking whether you’ve had ‘‘real’’ Bulletproof Coffee — meaning not made with store-bought butter and coconut oil in your kitchen, but with their branded products. Asprey insists that most American coffee is riddled with a fungus that causes a post-consumption crash. He is especially hung up on mold toxins, or mycotoxins, which he believes were responsible for the health conditions that afflicted him while growing up. The mold in American coffee, he says, leads to illnesses, inflammation and weight gain. Asprey sells his own specially treated mold-free coffee for as much as $18.95 a pound online and at the shop. Next month, he is releasing a Bulletproof cookbook.
Despite some superficial signs of age, Asprey’s face is unlined, and after a while his self-assuredness and unflinching confidence in his methodology becomes contagious. Listening to his story, I stopped questioning his logic. I found myself growing impatient as he described the benefits of his medicine cabinet of ‘‘brain nutrients,’’ and asked for some — ‘‘I feel like I need them,’’ I said. An assistant brought in freshly blended cups of Bulletproof Coffee in Bulletproof-branded stainless-steel travel mugs. The fattiness of the butter and oil lent the coffee a mouth feel similar to Guinness. After a few sips, I started to feel giddy, and almost high — as if I could run a marathon and deliver a keynote lecture and do my taxes, all at once.
The next morning, I arrived at the Pasadena Convention Center for the first day of the Bulletproof Biohacking conference. Inside, the crowd was almost comically Southern Californian. The bodies were firm, the jawlines sharp. The women were no strangers to cosmetic enhancement, and most of the men wore aggressively sculpted updos or low-slung man buns. Five-toe Vibram shoes and neoprene yoga pants were the popular pan-gender wardrobe choices. This was the vanguard of the quantified-consumer class — health-conscious Angelenos, the same types who were early adopters of the Master Cleanse and green juices.
The event was billed as a cutting-edge biohacking event, but it was tame compared with what goes on at the fringes of this community. Seven months earlier and about two hours away, in Tehachapi, a much more extreme clique of biohackers gathered to share the recent discoveries from their world at a gathering called GrindFest. These are the real transhumanists, the kind of people who implant magnets under their skin and embed microchips in their bodies to replace key cards. Asprey’s ethos is not so dissimilar — he wants to push humanity past its biological limits — but his sell is a little more palatable: We need only think of our bodies as hardware in order to improve upon them.
Little of the technology on display at the Bulletproof convention was new. No one was being implanted or fused with anything. They preferred to upgrade the old-fashioned way, with a miracle drug or pill or elixir that would transform them from the inside out, and there was no shortage of products that promised to do so. The Bulletproof Coffee was abundant, as were the Bulletproof-branded collagen bars, grass-fed meat jerky and small paper cups of steaming, earthy bone broth. There were samples of Fat Water, a new Bulletproof sports drink infused with a certain fatty acid that Asprey believes the body processes into energy more efficiently than it does glucose. There were Bulletproof-branded supplements, like glutathione, an antioxidant that Asprey says helps detoxify the body. I narrowly missed the cricket brownies smeared with colostrum icing — the crowd descended on them as soon as they were set out. I watched a woman drip a tincture made from deer antlers on the eager tongue of a slim and handsome attendee. I rolled my eyes at a hypnotist putting a woman into a trance, and then, hours later, the same hypnotist talked me into taking an injection of vitamins labeled simply a ‘‘shine shot.’’ (He had taken one, too.)
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There are more than a few nutritionists who are dubious of Asprey’s bold claims. It’s hard not to be — there’s little research outside his own that backs them up. Asprey’s diet advises against calorie counting. It is also high in fat. Marion Nestle, an author and professor of nutrition and public health at New York University, is among those skeptical of what Asprey is selling. ‘‘I don’t know any diet, exercise or healthful-living shortcuts,’’ she wrote in an emailed exchange. ‘‘We all want to live forever, and if changing one thing in our diets can do that, we can all hope. The success of the dietary-supplement industry is best explained by wish-fulfillment fantasies.’’
On the day before the conference began, I asked Asprey about his childhood. He quickly rattled off a few sentences about his parents. They worked at Sandia National Laboratories, which taught him the value of scientific inquiry. That wasn’t what I had meant. Were his parents particularly health-oriented? Or did he grow up eating takeout and frozen meals? He gave a dismissive shrug. ‘‘My parents gave me squeeze margarine and bran muffins because that’s what the magazines said,’’ he said. He paused for a moment, reconsidering. ‘‘They did their best.’’
During the ’80s, when Asprey was a kid, eating bran muffins was the fad diet of the day — that, and a little Jazzercise, and you’d be set. Eventually, people came to recognize that the benefits of the fiber were canceled out by the heavy caloric load and sugars. Margarine was also peaking in popularity around that time, seen then as a sensible alternative to butter. But since then, nutritionists have questioned the wisdom of the low-fat, high-carb diet that Americans have been steered toward for years. Asprey’s diet is, for all its technological fervor, a refutation of the last generation’s hollow wisdom. In its avoidance of complex carbohydrates and its pseudoscientific rhetoric, it’s not so dissimilar from the Paleo diet — along with a bunch of supplements that would befuddle a cave man, or even a New Yorker.
My own parents were trim and active; they were also Southern, which meant that butter-and-sugar sandwiches and cheese grits were staples of our diet. I was a heavy teenager, with more acne and eczema than I’d like to remember, and it wasn’t until my 20s that I understood the role dietary habits played in that. Since then, I’ve endlessly experimented with raw diets, green juices, Paleo-inspired meal plans and various cultish boutique fitness classes, trying to figure out what works best to maintain a healthy weight. I still don’t have a definitive answer. Fad diets persist because they are seductive, and offer the promise of unlocking a better you by following a few simple rules. And Asprey’s pitch couldn’t be more epistemologically fashionable: A/B testing, hacking and data analysis have already provided us with many novel insights and conveniences.
Asprey believes that nutrition should be as effortless as everything else in our technology-enhanced existence — why shouldn’t it be? His background is in information management, and that is what he is skilled at: distilling oceanic volumes of information for easy consumption and decision-making. The allure of the Bulletproof lifestyle is that you can outsource that work. ‘‘That fundamental laziness, where I want everything to be easier, is part of what drives me,’’ he told me that first day. ‘‘I don’t want to do more work than is necessary to do great things. I don’t see why anyone should do more work than is necessary to do great things.’’
Jenna Wortham is a staff writer for the magazine. Her last feature was a profile of the South African photographer Zanele Muholi.
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