The Beverly Hilton will open a new Upgrade Labs location on the property next month. Marketed as a “human upgrade facility,” the center takes an inside-out approach to fitness, focusing on improving physical, cognitive and sexual performance through advanced, science-based technologies.
Occupying more than 6,000 square feet, this is Upgrade Labs’ second location and is designed to serve locals, travelers and high-profile guests who stay at the hotel. The facility features an array of cutting-edge equipment and protocols intended to accelerate results while reducing time spent compared with conventional training and recovery methods.
Services at the new site cover three main areas. Performance-focused physical training uses technology-driven tools to boost strength, endurance and mobility with efficient, targeted sessions. Recovery offerings help guests recover from injuries, surgery or chronic inflammation through modalities that support faster tissue repair and inflammation control. Cognitive treatments include EEG-based brain training and guided meditative induction protocols aimed at improving focus, stress resilience and mental clarity.
“We’re excited to bring our unique approach to biohacking the human body to Beverly Hills with the launch of our second location,” said Martin Tobias, CEO of Upgrade Labs. “Upgrade Labs is more than a traditional gym. Our new Beverly Hilton location showcases a fusion of measurable science and innovative technologies, delivered by our experienced team of Biohacker Techs and tailored to each individual.”
Michael Robertson, hotel manager at The Beverly Hilton, described the partnership as a major enhancement to the hotel’s wellness offerings. “This is a game changer for the standard hotel ‘gym’ and one that delivers a truly impactful experience on property for both hotel guests and the community as a whole,” he said. He added that few hotels globally offer extensive fitness amenities, and none currently host a dedicated human upgrade facility, making this a distinctive feature that elevates the property’s wellness profile.
By integrating advanced training, recovery and cognitive protocols within a luxury hotel setting, the Upgrade Labs installation aims to provide measurable benefits for a broad range of users—from athletes seeking performance gains to travelers and locals looking for efficient, science-backed wellness services. The emphasis on personalization and rapid results reflects a growing trend in the wellness industry toward targeted, evidence-informed interventions that fit into busy lives.
The collaboration also highlights the convergence of hospitality and high-performance wellness, signaling an increased demand for premium, on-site health amenities that go beyond standard fitness centers. As wellness tourism and performance optimization continue to grow, properties that incorporate specialized facilities like Upgrade Labs can differentiate themselves by offering guests access to advanced technologies and expert guidance without leaving the hotel.