At the beginning of the year, biohacking as a serious hobby, driving health outcomes is still a niche subculture, despite the growing online presence of biohackers and exploding subscriptions to podcasts discussing different supplement ‘stacks’.  Half-way through 2025, Netflix releases a series on ‘Biohacking Health’ which chronicles well-known biohackers and ‘normal’ people who took health into their own hands to cure their ailments and enhance their health. This finally pierces through the noise into the mainstream. Many modes of intervention are cataloged from supplements to off-label/gray-label peptide use to gene therapy to tracking biomarkers through. Hardware such as EEG-based brain monitoring and hyperbaric chambers also are showcased. 

This has immediate impacts on supplement suppliers, especially Elysium Health which can’t keep up with demand but still doubles sales YoY after the Netflix special. Public supplement companies see a broader 10-20% increase in market cap from the special. Hardware companies tracking health also have a boost in sales (wristband heart and sleep monitoring company, Oura, doubles sales overnight). High-tech hardware incumbents such as Apple increase revenue guidance and progresses towards $3T market cap as wall street perceives them as a continued winner in the consumer hardware market, which freshly includes the promise of deeper health monitoring. Google, seeing the increased guidance and enthusiasm starts looking for health monitoring companies to acquire, much like their Fitbit acquisition in 2019.. 

The most measured man alive, Bryan Johnson, uses the Netflix series to expand his current products to a biohacking supermarket, Eternity Grocery. Eternity  pilots in LA and is set up across the street from Erewhon, selling everything from high-grade chocolate, olive oil, and AG1 replacements, to fresh superfood produce which is ‘hyper-ganic’. ‘Hyper-ganic’ is a term he coins to account for no pesticides and no plastic (or microplastic) in the growth, watering, processing, shipping, or packaging of the food. Eternity becomes the launch spot for science driven consumer products. As such, Zya, a product which converts sugar to fiber pilots first in Eternity Grocery. This cross-branding and launch  sees broader D2C uptake, with people using it in combination with weight-loss peptides.