Scaling a Biohacking Brand with Operational Stability and Growth
Upgrade Labs at a Glance
Founded
2024, with the mission of using technology and science to offer targeted services for pain relief, weight management, recovery, and longevity.
Labs Footprint
8 franchise locations across the U.S. and Canada with 15 locations coming soon.
Expansion Challenge
Franchise growth outpaced internal systems, leading to inefficiencies and uneven member experiences.
Key goal
Streamline operations, standardize franchise tools, and elevate the member journey for sustainable, brand-consistent expansion.
Overcoming Systemic Gaps to Enable Confident Expansion
Upgrade Labs, a pioneering biohacking and wellness brand, was scaling rapidly through franchising. But with growth came complexity. Inconsistent use of their customer engagement platform created inefficiencies in billing and reporting, while franchisees navigated a mix of tools and SOPs that limited adoption. On the member side, the guest journey felt disjointed, with an app that lacked branding and offered no loyalty program.
To sustain momentum, Upgrade Labs needed a consistent operational foundation that could support both franchisees and guests while preparing the brand for its next stage of growth. The company partnered with ALTA to optimize core systems, enhance the guest experience, and build a platform for long-term success.
Partnering with ALTA has been transformational for Upgrade Labs. As we’ve scaled through franchising, the complexity of our systems, compliance requirements, and marketing demands could have slowed us down. Instead, ALTA gave us the structure and confidence to grow. They streamlined our operations, standardized our processes, and elevated the member experience with tools like booking optimization and digital product management oversight, loyalty, branding, and CRM automation. Just as importantly, they brought a marketing and strategic operations lens to the table, helping us improve acquisition costs, build scalable campaigns, and ensure our franchisees are equipped with the resources they need. ALTA didn’t just fix gaps, they gave us a platform for sustainable growth. With ALTA’s leadership in product management, our technology roadmap became simpler, more strategic, and more sustainable.
Griff Long – President, Upgrade Labs
Building a Scalable Foundation Through Technology, Process, and Collaboration
ALTA’s Solution:
Through a collaborative audit, ALTA worked with Upgrade Labs to identify and resolve eight major issues, establish enhanced workflow standards, and roll out more than a dozen SOPs for billing, waivers, inventory, and reporting. This stabilized daily operations and reduced costly errors.
ALTA’s Solution:
To strengthen retention, ALTA redesigned the Upgrade Labs app to better reflect the brand’s identity and introduced loyalty and referral features. These improvements gave members a greater understanding of credits and rewards, reinforcing engagement without relying on discounts.
ALTA’s Solution:
To boost technology adoption among franchisees, ALTA transitioned the Upgrade Labs network to a modern, all-in-one customer engagement platform, migrated documentation, implemented role-based permissions, and created a centralized knowledge base for training. Franchisees gained standardized tools and smoother onboarding, reducing their reliance on support.
ALTA’s Solution:
Together with Upgrade Labs, ALTA implemented waiver enforcement and expanded member self-service capabilities. Pilot programs, including pricing and membership strategy, tested new models and informed standardized booking logic for future rollout.
Tangible Results That Drove Growth
ALTA worked closely with Upgrade Labs’ executive team and franchise leadership to deliver results that balanced immediate improvements with a long-term vision. Upgrade Labs achieved billing and reporting consistency across its centers, giving both corporate and local teams greater confidence in daily operations. Franchisees received standardized tools and training, reducing reliance on support and ensuring smoother adoption of best practices.
Members are now enjoying a more cohesive journey through a redesigned app with loyalty features that encouraged repeat visits and strengthened engagement. Franchise managers highlight improved onboarding and training supported by a centralized management platform, while the executive team is pleased with the clarity created by SOP-driven standardization.
With stabilized operations, elevated member engagement, and managed compliance requirements, Upgrade Labs is positioned to scale its franchise network on a stronger foundation—one that reflects its premium wellness identity and equips every location to deliver a consistent, elevated guest experience.
Start solving with ALTA
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