Rick
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Founder of
Discount Electronics
& Hotel Jaco
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Author of
Messed Up Like You
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Pilot • Rescue Diver •
Black Belt in TKD
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30+ Years Building Businesses
Across Technology,
Real Estate & Hospitality
-
Founder of
Discount Electronics & Hotel Jaco -
Author of
Messed Up Like You -
Pilot • Rescue Diver •
Black Belt in TKD -
30+ Years Building Businesses
Across Technology, Real Estate & Hospitality
a seasoned entrepreneur,
Adventurer, and resilience advocate whose life story embodies grit, growth, and purpose.
With over 30 years of experience founding businesses in electronics, hospitality, and real estate, he’s turned adversity into opportunity. Beyond business, he’s a licensed pilot, rescue diver, and Taekwondo black belt. A passionate biohacker and wellness advocate, Rick channels his struggles with ADHD and anxiety into lessons of reinvention. His memoir, Messed Up Like You, inspires others to rise despite life’s challenges.
Rick values family, leadership, and personal freedom.
determination and purpose.
From humble beginnings in a pizza shop to owning hotels in Costa Rica and real estate in Texas.
He has faced financial and legal challenges, yet each obstacle became a stepping stone toward growth. Through honesty and resilience, Rick redefined success—not by wealth alone, but by personal evolution and the ability to inspire others through transparency and lived experience.
How It All Went Down
1994
T-shirts sold on the intra-web (pre-internet) featuring caffeine molecule and the “Caffeine Is My Drug of Choice” tagline from college dorm room.
Silicon Valley
working for the company hosting the first Google servers; part of Longevity/Anti-Aging group.
1999
26 years old – made $6MM working in tech; lost it all 2 years later.
Health journey begins
while working 2 start-ups and getting his Master’s degree from Wharton, Dave has major health issues: brain fog, being overweight and yo-yo dieting is not working
2004
Went to Mount Kailash
the world’s holiest mountain; experienced Yak Butter Tea
2010
Launched The Bulletproof Executive Blog
2011
1st Biohacking Conference held in San Francisco, CA
First episode of Bulletproof Radio/The Human Upgrade Podcast debuts Aug 29, 2011
2012
How Bulletproof Coffee Grew From a Blog to a $50 Million Company
2013
Dave creates functional food
Functional Coffee, MCT Oil, Collagen
The Better Baby published.
How to Have a Healthier, Smarter, Happier Baby
2014
The Bulletproof Diet published.
Lose up to a Pound a Day, Reclaim Energy and Focus, Upgrade Your Life
Homebiotic launched
2015
First Bulletproof Café opened in Santa Monica, California
Bulletproof Radio (now The Human Upgrade) wins a Webby Award
2014
40 Years of Zen opened.
2017
Bulletproof Labs opens in Santa Monica
Head Strong published.
The Bulletproof Plan to Activate Untapped Brain Energy to Work Smarter and Think Faster – in Just Two Weeks
2017
Dave speaks on the main stage at Tony Robbins UPW
(15k+ attendees)
2018
Game Changers published.
What Leaders, Innovators, and Mavericks Do to Win at Life
2019
The Bulletproof Coffee Founder Has Spent $1 Million in His Quest to Live to 180
2022
Launch Danger Coffee
Discover the energy and high performance that come from Danger Coffee, designed with your biology in mind.
2023
Launch Suppgrade Labs
Smarter Not Harder published.
Quest on MindValley platform.
Biohacking Show on GAIA platform.
2023
Fast Company Series debuts. Episodes 1-3 feature Dave Asprey.
First Upgrade Labs Franchise opened
Meridian, Idaho
2024
10th Annual Biohacking Conference: largest in the world!
Unite with Visionaries, Disruptors, and Innovators at the Epicenter of the Biohacking Movement!
4X NEW YORK TIMES
BEST-SELLING SCIENCE AUTHOR
AVAILABLE NOW
Smarter
Not Harder
also available
