The Hupe Story

Meet our Founder, Sami.

A better way to health.

For decades, I was stuck in the same exhausting cycle—strict diets, intense workouts, and short-term transformations that never led to lasting results. I followed all the conventional “health” advice, believing that egg white omelettes on wholemeal bread were the perfect start to the day. It turned out I was intolerant to both egg whites and yeast—triggering chronic inflammation, bloating, and discomfort. I was doing everything “right,” yet my body was telling me otherwise.

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I was also a relentless career professional, constantly chasing the next big role, the next achievement—putting work above everything, including my health. I spent years in high-pressure executive positions pushing myself to the limit, until my body finally pushed back. At 32, I was diagnosed with stage 4 cancer.

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Turning frustration into innovation.

Like so many others, I had been navigating a fragmented health system—one that focused on treating symptoms rather than understanding root causes. I realised that health isn’t about quick fixes or generic advice. It’s about understanding your unique biology, physiology, and genetics and making science-backed, strategic decisions that are personalised to you.

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I knew there had to be a better way. I wanted elite-level insights typically reserved for top athletes, but without the barriers. I wanted cutting-edge diagnostics, world-class medical expertise, and data-driven strategies, all seamlessly integrated into daily life. But this kind of system didn’t exist. So, I built it.

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Our Values

It’s all about the people.

Whether it’s members, employees, or partners. We are a people business, and we take what we do very seriously. At the end of the day, we are giving people the gift of a longer and better quality of life.

If we’re helping people, it’s not even work. Generosity, compassion, empathy, humility and building relationships is way more fun than just making money.

Tech is our heartbeat.

Technology is our heartbeat, we leverage the latest advancements in health, longevity, performance and AI to redefine human potential, staying ahead of outdated wellness models.

We listen to facts over opinions.

We are a company driven by scientific research. We are not into hearsay, fads or opinions from unqualified social media influencers.

What we do is serious and therefore our service is based on serious science from reputable scientists at the top of their game.

We don’t sit still.

New research is being conducted every day and we need to be all over it. Change isn’t a problem – it’s an opportunity. We’re uncomfortable in our comfort zone.

We’re all about action, change, flexibility. We’re progressive and our clients expect the latest research and
technology.