PNOĒ's New Self-Serve Mask Aims to Bring Lab-Grade Metabolic Testing to the Gym

Let’s be honest: wearing a mask that covers your nose and mouth, strapped tight around your head, isn't exactly the peak of gym fashion. In fact, as TechCrunch notes, the latest hardware from PNOĒ looks less like a fitness accessory and more like something worn by the Batman villain Bane.

But for PNOĒ, the aesthetic is a secondary concern to the data. The company, based in Malden, Massachusetts, with operations in Athens, Greece, is preparing to launch the PNOĒ 2.0 on October 1, as TechCrunch first reported. The goal is to take metabolic testing—the gold standard for measuring cardiorespiratory fitness—out of the sterile environment of sports labs and hospitals and drop it directly into the local fitness center.

**Opinion: The Friction Factor** *While the tech is impressive, PNOĒ is betting on a significant behavioral shift. The company is trying to turn a clunky medical curiosity into a gym essential, but the real question is whether anyone actually wants to wear a mask to track their metabolic data. In a world of frictionless wearables like rings and watches, asking a user to strap on a face mask for eight minutes is a tall order, regardless of how 'lab-grade' the data is.*

### The Shift to Self-Service According to TechCrunch, the primary evolution in the PNOĒ 2.0 is the removal of the middleman. Previous iterations of the device required a trained operator to administer the test. Co-founder and CEO Apostolos Atsalakis told TechCrunch that the new version allows a user to simply walk into a gym, wear the mask, push a button, and breathe for eight minutes.

This shift to a self-serve model is designed to expand the company's footprint. Atsalakis suggested that by removing the need for dedicated staff, the device could find a home not only in fitness centers but potentially in pharmacies.

### The Science and the 'Longevity' Play Metabolic testing is not a new invention; it has been used for over a century to analyze breath gases to determine how the body produces energy. Specifically, it measures VO₂ max—the maximum oxygen the body can utilize during exercise.

According to TechCrunch, PNOĒ claims its system captures 23 biomarkers. Beyond VO₂ max, the device measures: * **Resting metabolic rate:** The number of calories burned while at rest. * **Metabolic flexibility:** The efficiency with which the body switches between burning carbohydrates and fats.

Atsalakis argues that these metrics provide answers regarding caloric needs and training regimens that standard blood tests cannot offer. He further describes VO₂ max as the strongest predictor of human longevity, positioning PNOĒ's data as a "scorecard" for the expanding wellness industry.

### Hardware Iterations and Hygiene Developing a self-administered device required significant redesign. TechCrunch reports that PNOĒ worked with Milan-based Design Group Italia through numerous iterations to create a more compact, reliable device with fewer parts.

To address hygiene concerns in a post-pandemic market, the company designed the hardware so that the electronics detach from the silicone mask and straps. This allows the expensive hardware to be shared among multiple users, while each individual maintains their own personal mask.

### Business Model and Market Reach PNOĒ does not sell directly to consumers. Instead, it sells to businesses that offer the testing to their own clients. Atsalakis told TechCrunch that the company's clients include: * Equinox (available at nearly all clubs) * Four Seasons hotels * Red Bull * The NBA * Mount Sinai Health System * Restore Hyper Wellness (med spa chain)

Businesses pay a monthly subscription fee ranging from $400 to over $1,000 for a "business in a box" package that includes hardware, software, training, and marketing. The system is designed to integrate with a business's other services, allowing a gym or spa to recommend specific offerings based on the customer's metabolic results.

Currently, about 85% of PNOĒ's business is in the U.S., which Atsalakis describes as the most advanced global market for longevity, though the company is expanding into Europe, Asia, and Latin America.

### Regulatory Boundaries and Future Ambitions Despite the clinical nature of the data, PNOĒ is careful to avoid medical claims. The device is not cleared by the U.S. Food and Drug Administration (FDA). Atsalakis explicitly stated to TechCrunch that the company does not provide medical recommendations and that a doctor cannot use the results to prescribe medication. He likens the device to a body composition scale—a wellness tool rather than a medical one.

However, the company has long-term ambitions. Atsalakis believes the data collected could eventually help flag health issues, such as cancer, through the analysis of breath compounds. He acknowledged that full diagnostic capabilities are likely several years away due to regulatory hurdles.

### Funding and Origins PNOĒ's foundations lie in the sensing technology research Atsalakis conducted during his PhD at the University of Cambridge. He co-founded the startup with childhood friend Panos Papadiamantis, who serves as chief product officer.

As reported by TechCrunch, the company is a graduate of Y Combinator’s Winter 2019 batch. To date, PNOĒ has raised approximately $22 million, including a recent $11 million round. Investors include 50 Years and Lars Rasmussen, the co-founder of Google Maps.