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Key Takeaways Brian Le Gette built a $160,000 recovery chamber without proven demand, betting that firsthand experience would create a market.
After years of successes and failures, Brian Le Gette applied a slow-growth, experience-first approach to launching Ammortal’s futuristic recovery device.
He’s turned a skeptical reaction into a hit with athletes, biohackers and influencers.
Getting people to try something new is hard. Getting skeptics to lie down inside a $160,000 device is harder. Brian Le Gette learned that early while demonstrating his recovery chamber to an NHL player who didn’t want to be there.
“His wife made him do it,” Le Gette recalls. The player climbed in reluctantly, expecting little. When the session ended, he didn’t come out. After several minutes, Le Gette and a colleague checked in. The player looked up and said, “Oh my effing God, I was flying through the sky.”
It was reactions like this that led Le Gette to build Ammortal, a wellness technology company centered on an immersive recovery chamber that looks like something out of Architectural Digest.
How it works: Users lie flat on a padded table inside the enclosed chamber while panels of red and near-infrared light illuminate around them, low-level electromagnetic pulses cycle through the body, and synchronized sound and vibration play through the table. Some sessions also include optional hydrogen inhalation.
Ammortal has attracted attention not just from high-end spas and training facilities, but also from athletes, biohackers, and lifestyle influencers.
Related: The Future of Wellness Is Happening IRL — Not on Your Feed
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