Bryan Johnson Eyes Exit From Anti-Ageing Startup Blueprint to Prioritize ‘Don’t Die’ Movement
Bryan Johnson, the tech entrepreneur known for his ambitious anti-ageing project, has revealed he’s contemplating shutting down or selling his wellness company, Blueprint. In a candid conversation with Wired, Johnson called the venture a “pain-in-the-ass company” and said it no longer aligns with his deeper philosophical goals.
“I don’t need the money,” said Johnson, 47, adding that managing the business has become increasingly burdensome as he shifts focus toward his newly founded religion, Don’t Die. “Honestly, I am so close to either shutting it down or selling it,” he said.
Blueprint, which sells wellness products like a ₹4,700 “longevity mix” and a ₹3,600 mushroom-based coffee called Super Shrooms, originated when Johnson began sharing his supplement stack with friends. However, he now believes the company’s commercial image undermines his credibility in the philosophical space. “People see the business and give me less credibility on the philosophy side,” he noted. “I will not make that trade-off.”
Johnson made headlines for spending over $2 million annually on his anti-ageing regimen under Project Blueprint, which aims to reverse his biological age using cutting-edge science, strict routines, and extreme discipline.
While reports earlier this year from The New York Times suggested Blueprint was financially struggling—falling short of its break-even target by over $1 million monthly—Johnson has pushed back on these claims. “We are break-even, and I’ve said that publicly many times,” he told Wired. “We’ve had profitable months, we’ve had loss months. We are not in some kind of emergency financial situation.”
Now devoting more time to Don’t Die, which he announced on social media earlier this year, Johnson appears ready to step away from traditional business frameworks in favor of a more mission-driven lifestyle philosophy.
