In this episode of the Biohacker's Podcast, Teemu Arina speaks with Eduard de Wilde, CEO of Noordcode and Livehelfi and a luminary within the biohacking realm. Together, they reflect on the transformation of the biohacking industry over the last ten years. What was once a niche landscape filled with small brands and early adopters has now burgeoned into a maturing industry with substantial growth potential. Eduard highlights how the pandemic has accelerated this change, with more individuals embracing preventive health coaching and companies developing new wellness products.

Eduard emphasizes the need for preventive health coaching, the influence of celebrities on health trends, and the importance of a narrative focused on vitality. He advocates for high-quality supplements and consumer education while addressing the challenges and opportunities in the wellness industry.

Learn more about Eduard, NoordCode and Lifehelfi at https://noordcode.com and https://livehelfi.com!

This conversation was recorded in June 2025.

Check https://hololifesummit.com for upcoming events & tickets!

Devices, supplements, guides, books & quality online courses for supporting your health & performance: https://hololifecenter.com

Key moments and takeaways:

00:00 Introduction by Teemu Arina

01:15 Meet Eduard de Wilde from NoordCode and LiveHelfi

02:00 Overview of the evolution of biohacking over the last decade

04:30 The shift from niche to maturing industry dynamics

06:45 The importance of preventive health coaching post-pandemic

08:15 Growth in the biohacking community and market research insights

10:00 Challenges in reaching the 50% of the population disengaged with health

12:30 The role of celebrities and influencers in health trends

14:00 Observations on wearable technology's effect on consumer behavior

16:45 Simplifying health tracking for the less health-conscious demographic

18:00 Lifestyle changes through basic health products

20:20 Emphasis on recovery and longevity through everyday choices

22:15 Discussion on the subjective term “health” in marketing

24:00 How health optimization can shift perceptions and behavior

26:30 Case studies of critical consumer experiences leading to awareness

28:45 Vitality vs. longevity: Changing the narrative in health discussions

31:10 The role of the wellness industry in public health

33:00 The risk of chronic diseases in aging populations

35:20 Pain management strategies not guided by traditional health care

37:45 Exploring the potential of supplements and technologies like red light therapy

40:00 An analysis of strategies to shift the healthcare paradigm

42:15 The intersection of lifestyle habits and their impact on chronic illness

45:30 De-stigmatizing the search for preventative health solutions

47:00 NoordCode’s ethos in providing top-quality health products

50:00 The evolution of dietary supplements and the importance of ingredient sourcing

52:00 Future outlook for the wellness industry amid regulatory challenges

54:30 Closing remarks on empowerment through high-quality health choices

56:00 Where to find NoordCode products and the educational resources available