PNOĒ, a Malden, Massachusetts-based company with operations in Athens, Greece, plans to launch the PNOĒ 2.0 on October 1. The new version of its breath-testing mask lets users administer the test themselves, a change from the current device, which requires a trained operator. Co-founder and CEO Apostolos Atsalakis said a person can walk into a gym, put on the mask, press a button, sit down and breathe for eight minutes. The company says that ease of use could bring the device to fitness centers without dedicated staff and potentially to pharmacies.
The mask covers the nose and mouth and straps around the back of the head, measuring how much oxygen a user consumes and how much carbon dioxide they exhale. It then turns that data into guidance on eating and training. The self-serve version is smaller and more compact than its predecessor and has fewer parts, which Atsalakis said makes it more reliable. It was designed with Milan-based Design Group Italia over many iterations. Because the electronics detach from the silicone mask and straps, multiple people can share the hardware while each user keeps a personal mask.
The science behind the product is not new. Metabolic testing has existed for more than a century and is the gold standard for measuring VO₂ max, the maximum oxygen the body can use during exercise. Such tests have traditionally required bulky, expensive equipment found mainly in sports labs and hospitals, limiting them to elite athletes and executive wellness programs. PNOĒ, which is 10 years old, says its portable device delivers the same accuracy and captures 23 biomarkers, including resting metabolic rate and metabolic flexibility.
The company positions the device as a wellness product, not a medical one. It is not cleared by the U.S. Food and Drug Administration, and Atsalakis said PNOĒ does not provide medical recommendations, comparing the device to a body composition scale. He said a doctor cannot prescribe medication based on its results, though he believes the company's growing data could eventually help flag health issues. He acknowledged that full diagnoses are years away and that regulatory hurdles could extend that timeline.
PNOĒ traces its roots to Atsalakis's PhD work in sensing technologies at the University of Cambridge. He co-founded the company with Panos Papadiamantis, a childhood friend who is now chief product officer. The startup went through Y Combinator's Winter 2019 batch and has raised about $22 million, including a recently closed $11 million round, from investors including 50 Years and Google Maps co-founder Lars Rasmussen, who is now based in Athens.
PNOĒ sells only to businesses, which offer the test to their customers. Clients include Equinox, Four Seasons hotels, Red Bull, the NBA, the Mount Sinai Health System and the med spa chain Restore Hyper Wellness. About 85% of its business comes from the U.S., which Atsalakis described as by far the most advanced market globally for longevity. Businesses pay a subscription ranging from $400 a month to more than $1,000, covering hardware, software, training and marketing materials.
The device competes in a crowded middle ground. Apple, Garmin and Whoop estimate VO₂ max from heart-rate data, while consumer devices like Lumen analyze breath to gauge fat and carbohydrate burning. Traditional metabolic carts remain the standard in labs and hospitals. PNOĒ, which employs 110 people, says it recently turned profitable while growing more than 100% a year, and Atsalakis said the company plans to raise a Series B within the next six to 12 months.
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