Dave Hannum · Longevity · Product · Advisory

Thirty years in the industry.
Sixty years in.
Just getting started.

I'm Dave Hannum. Three decades shaping the fitness and wellness industry from the inside — product, sales, brand. And, since sixty, a Hyrox and Deka athlete putting all of it to the test on the floor.

30+
Years in product & sales
60+
Years on the planet
2
Hyrox · Deka athlete
1
Startup built & sold
01 — Manifesto
  1. I. Earn it on your own body before you sell it.
  2. II. Sixty is a starting line, not a finish.
  3. III. Show up hard. Recover harder. Repeat.
  4. IV. Marketing fades. Pattern recognition compounds.
Dave. Hannum · Est. on the floor

Most longevity advice is written by people who haven't lived it.

I've spent thirty years inside the fitness and wellness industry — building the products, selling them, watching what works and what's marketing. Then, at sixty, I put it all on myself. The training. The protocols. The races. The recovery.

What you read here is what I've actually lived. No theory. No supplement stack I'm selling. Just three decades of pattern recognition and a body in its sixties that's stronger than it was at forty.

02 — On Record

The work, not the highlight reel.

Race floors, training sessions, sauna at 200, plunge at 38. Drop in any photo you want here — these slots persist.

Race day · Hyrox Vegas
Training floor
Start line · 757 RC
Hardware · Deka
Race day · Deka
Heat · Sauna
Industry
Off the clock · Monaco
03 — What I Bring

An operator's view of the longevity space.

Track I
The industry insider.

Thirty-plus years of product and sales in fitness and wellness. I've helped categories get born, brands scale, and bad products quietly die. I know how the room actually works.

  • 01 Product & category strategy 30 yrs
  • 02 National & key-account sales Built & led
  • 03 Brand & channel positioning DTC · Retail
  • 04 Founder & advisor relationships Deep bench
Track II
The athlete in the lab.

I'm my own test subject. Hyrox, Deka, heat, cold, sleep, strength. What I write about is what I'm running on my own body, this week, at sixty-plus.

  • 01 Hyrox & Deka competition Active
  • 02 Strength & conditioning 5–6x/wk
  • 03 Heat & cold protocols Daily
  • 04 Recovery & measurement HRV · RHR · Sleep
04 — The Story
Dave Hannum portrait
Dave Hannum davehannum.com

I'm sixty-something, and I'm stronger, faster and more awake than I've ever been. That isn't a brag — it's the point.

I've spent thirty-plus years in product and sales across the fitness and wellness industry. I've seen the gear cycle through every fad, watched brands rise and fold, and helped a lot of good ones find the right buyer at the right time. I know what's built to last, and I know what's built for the catalog page.

A few years back, something shifted. Hyrox. Then Deka. Cold plunges in the morning, sauna at night, training with intent again. Not to look a certain way — to be a certain way. To stay in the arena for another twenty, thirty years.

That's what this site is about. The work. The protocols. The brands I help build. And the unglamorous truth that the best longevity strategy is showing up, hard, every day — in the heat and in the cold.

Hyrox Miami Beach · 1:40:35
— Receipts

I'm not selling you a theory. I'm running it, this week, at sixty-plus.

Hyrox Miami Beach — 1:40:35. Pictured: post-race floor, sixty-plus, still standing.
The clock doesn't care how old you are.
05 — Track Record

Three decades
in the room.

Built on the science, lived in the industry, pressure-tested on the floor. Three decades at the intersection of exercise physiology, product and athletic performance.

Now

Longevity advisory & brand work

Advisor Operator Speaker
Working with founders building the next generation of recovery, training and wellness products.
2020s

Hyrox & Deka competitor

Athlete Picking up the hardest formats in functional fitness in my sixties — and finding out what's actually possible after forty.
2021

Functional Solutions — fitness tech startup, acquired

Founder Operator Exit
Built a fitness tech startup. Took it through the cycle. Acquired in 2021. Knowing what an exit actually looks like from the inside changes how I read every founder I meet.
20 yrs

Technogym — Product & Sales

Product Sales Brand
Two decades inside one of the most respected names in wellness. Launching categories, building accounts, learning how the global wellness industry actually moves.
Early career

Director, Exercise Physiology Lab — Western Kentucky University

Science Lab Faculty
Running the lab. Designing protocols. Teaching the next generation what training and recovery actually do to a body.
Internship

U.S. Olympic Training Center — testing & training elite athletes

Performance Athletes Testing
Hands-on with Olympic-level athletes. The performance ceiling isn't a theory when you've watched it up close.
Foundation

M.S. Exercise Physiology — Old Dominion University

Education Physiology M.S.
Where the rest of it starts. The science under everything I've built, sold and tested on myself since.
06 — The Moment

Built for this
moment.

For thirty years, bringing a serious wellness product to market meant teams, capital, gatekeepers and twenty-four-month cycles. That world is over.

What it took

The old way.

  • —A team of fifteen and a category buyer relationship.
  • —Eighteen months from concept to shelf.
  • —Capital to absorb three failed SKUs.
  • —Permission from people who didn't use the product.
What it takes now

The new way.

  • +Deep domain knowledge that can't be faked.
  • +Modern tools — AI, no-code, direct-to-audience.
  • +A body that actually runs the product.
  • +Speed: weeks, not quarters.
I.

The domain.

Thirty years of product, sales and category knowledge across fitness and wellness. The patterns that decide what sells — and what dies in a warehouse — are second nature.

30+ yrs hard-earned
II.

The practice.

I don't theorize about what works. I run it on a sixty-plus body, on race floors, in the sauna, in the plunge. The feedback loop is me.

60+ & competing lived, daily
III.

The toolkit.

AI, no-code, lean manufacturing, direct audience. I know the new landscape well enough to skip the middlemen and ship product myself — fast.

Weeks, not quarters new leverage

I'm not the founder who'll learn the industry on your dime. I'm not the technologist who'll guess at what matters in wellness. I've built a fitness-tech company and sold it. I'm the rare one in the middle. That's the leverage.

07 — Work With Me

For brands building the next longevity stack.

Operator with an exit M.S. Exercise Physiology 20 yrs Technogym

I work with a small number of founders and operators each year — mostly in recovery, training, thermal and active-aging. Three decades of knowing what sells, what scales and what actually changes people's lives, and a startup I built and sold, at your disposal.

If you're shipping something serious, let's talk.

Start a conversation →
  1. 01 Product & category strategy What to build, in what order, for which buyer.
  2. 02 Go-to-market & channel DTC, specialty retail, big-box — the right mix.
  3. 03 Brand positioning How to sound like the real thing, because you are.
  4. 04 Advisor & board roles Selective. Long-horizon. Aligned on equity.
  5. 05 Speaking & appearances Longevity, the second half, and the wellness industry as it really works.
08 — Field Notes

Notes from the second half.

A short weekly letter on what I'm training, what I'm recovering with, and the products worth your attention — from someone who's been inside this industry for thirty years and is putting it on his own body every day.

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