Novak Djokovic
Novak Djokovic launched a new company in which he offers a regenerative pod for people to quickly recover while at the airport
The athlete founder is Novak Djokovic, a professional tennis player and 24-time Grand Slam champion.
The business challenge is addressing the demands of a fast-paced, high-performance lifestyle that leads to stress, anxiety, fatigue, chronic illnesses, and mental health issues, particularly for busy professionals and travelers who lack time for extensive recovery routines.
Djokovic picked this challenge due to his own early career struggles with fatigue and asthma, as well as his lifelong pursuit of incremental performance edges to maintain peak condition in tennis. The idea emerged about 10-12 years ago while observing stressed, constantly traveling people at airports, mirroring his demanding ATP tour schedule.
The solution is the Regenesis Pod, an immersive recovery chamber that integrates multiple modalities like light therapy, sound frequencies, pulsed electromagnetic fields (PEMF), aromatherapy, crystal energy, and infrared heat to promote rapid physical and mental rejuvenation. Sessions last 5-30 minutes, allowing users to feel refreshed and recharged quickly.
Customers include high-performing individuals, busy professionals, athletes, and travelers seeking quick wellness resets. The initial launch is via an exclusive invite-only program for selected users, with partnerships like Qatar Airways providing access to their staff and passengers.
Djokovic's strengths stem from his status as one of history's most successful tennis players, his 15+ years of personal experience using similar recovery technologies, and his role as a global wellness advocate, enabling him to authentically promote and refine the product based on real-world high-performance needs.
Key helpers include co-founder Tav Keen, an Australian specialist in technology for inducing deep meditative states, who collaborated on development. Qatar Airways is an official partner, integrating the pod for their operations. A global operations team supports the launch, and Djokovic's broader wellness role with Aman hotels may influence future integrations.
Growth ambitions involve building a worldwide community of Regenesis Pod owners, starting with an invite-only rollout to selected individuals, followed by broader global expansion through partnerships like Qatar Airways to make the technology accessible in hubs like Qatar.
The venture started in 2019 after a chance meeting between Djokovic and Tav Keen in Bali, Indonesia, leading to the setup of a workshop and lab there, plus a global operations team to develop and launch the pod.
The business model focuses on selling or leasing the pods (e.g., a 5-year lease for around $150,000), targeting individual owners and organizations via an invite-only program and partnerships for broader access, while fostering a community membership structure.
Financing includes Djokovic's personal investment as co-founder and investor, though exact amounts beyond his involvement are not specified in sources.
Yes, Djokovic combines this with his ongoing tennis career, his role as Aman's global wellness advisor curating Longevity Pathway retreats (including programs like the Detoxification Programme at various Aman properties), and other ventures such as RedPill Audio and SILA.
Djokovic advises that wellness isn't complicated—it's about remembering who you are and returning to that state through balance, intentional living, and practices like breathwork, nature immersion, and harmony of body, mind, and spirit. He emphasizes pursuing incremental edges for peak performance and matching the frequency of desired realities, quoting Einstein on energy.
This company is right up his alley because it directly stems from his career-long focus on wellness, recovery, and performance optimization, allowing him to share technologies he's used personally for over 15 years to overcome health challenges and achieve tennis dominance, while aligning with his advocacy for holistic health.
