PNOE’s new face mask wants to make lab-grade breath testing a self-serve affair

Lab-grade metabolic testing is now available for self-service use in gyms and wellness centers.

PNOĒ is launching PNOĒ 2.0 on October 1, a new version of its metabolic testing face mask that allows users to administer the test themselves. The device measures oxygen consumption and carbon dioxide exhalation over an eight-minute period, providing data that the company translates into recommendations for diet, training, and lifestyle. Unlike its predecessor, which required a trained operator, the self-serve PNOĒ 2.0 aims to increase accessibility in locations like gyms and potentially pharmacies. The technology is based on metabolic testing, a century-old practice used to measure VO₂ max and metabolic rate, traditionally requiring bulky and expensive lab equipment. PNOĒ aims to provide lab-grade accuracy in a portable, user-friendly package. The device captures 23 biomarkers, including VO₂ max, resting metabolic rate, and metabolic flexibility, though PNOĒ positions itself as a wellness device rather than a medical one, not cleared by the FDA. The company has raised approximately $22 million and is profitable, with plans to raise a Series B funding round soon to expand its market reach. PNOĒ currently sells its subscription-based service to businesses, including fitness centers and wellness chains.

The introduction of a self-serve, lab-grade metabolic testing device democratizes access to advanced physiological data, previously confined to specialized labs. This move by PNOĒ could significantly alter the consumer wellness landscape, enabling individuals to gain deeper insights into their metabolism and fitness without professional supervision. The implications extend to fitness businesses, which can now integrate more sophisticated biometric assessments into their offerings, potentially creating new revenue streams and personalized client programs. This shift challenges existing wearables that rely on indirect estimations and positions PNOĒ as a direct competitor to traditional, expensive diagnostic tools.

PNOĒ's strategy of selling to businesses rather than directly to consumers, coupled with its focus on wellness rather than medical diagnosis, positions it to navigate regulatory hurdles while still capturing a significant market share. The company's emphasis on the link between VO₂ max, longevity, and metabolic health taps into a growing consumer interest in proactive health management. As the company plans for further funding and international expansion, its success could spur further innovation in at-home diagnostic hardware, blurring the lines between consumer electronics and clinical-grade testing.