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The strategic thesis. Consumer peptide brands fight each other for share at the same biohacker circuit (BEYOND, Health Optimisation, RAADfest). Those rooms are saturated with supplements. The alpha is in massive consumer expos where no peptide brand currently exhibits: marathon expos (Boston ~100k attendees, NYC ~165k), Arnold Sports Festival (100k), CrossFit Games, Hyrox World Championships. All are public-access, free or low-cost entry, and the audience is recovery-curious endurance athletes 25-55 — the exact buyer profile for a consumer peptide app.
The plays that work without a booth. Founder-hosted dinners at the saturated shows (BEYOND, Asprey crowd). Speaker slots and content partnerships at female-longevity venues. Wellness Mornings activation at SXSW instead of paying for the badge. The cost differential is 10x: a $50k booth at A4M vs $5k dinner at Eudemonia gets the same press multiplier.
Ranked: audience × brand fit × competitor absence × cost efficiency. Many entries are NOT booth plays — the right move is named in each row.
| # | Event | When | Where | Attendance | The play | Why |
|---|---|---|---|---|---|---|
| 1 | TCS NYC Marathon Expo | Oct 29-31, 2026 | NYC Javits | ~165k expo attendees | Full booth + recovery positioning | Largest health/fitness expo in US; zero peptide competition; exact recovery-buyer profile |
| 2 | Arnold Sports Festival | Mar 5-8, 2026 | Columbus OH | ~100k | Full booth + athlete partnerships | 100k strength/fitness obsessives; supplement-saturated but peptide-light; low-mid booth cost |
| 3 | Boston Marathon Expo | Apr 17-19, 2026 | Hynes Convention Center | ~100k (free public) | Booth + sampling station | Free public access, top-tier endurance demo, zero peptide brand presence |
| 4 | Hyrox World Championships Fan Village | Jun 18-21, 2026 | Stockholm | Fan Village + 1M+ Hyrox racers funnel | Fan Village partner activation | Fastest-growing fitness audience globally; exact biohacker overlap; near-zero peptide competition |
| 5 | Eudēmonia Summit | Nov 5-8, 2026 | West Palm Beach | ~5k+ (160+ exhibitors) | Booth + speaker slot | Consumer-leaning longevity/biohacker; 2nd year (uncrowded); peptide-curious HNW wellness audience |
| 6 | Edge Esmeralda Week 1 | May 30 - Jun 27, 2026 | Healdsburg CA | 800+ founders/scientists (longevity Week 1) | Jay-led longevity workshop + free app | Highest-quality founder eyeballs per dollar on the calendar; Week 1 = Health/Longevity theme |
| 7 | SXSW Wellness + satellite dinner | Mar 12-18, 2026 | Austin (Fairmont) | SXSW Health Track ~2k | Hosted side dinner, NOT floor sponsor | Home turf; lowest CAC of tier-1; press + creator pickup at fraction of badge cost |
| 8 | Apex Biohacking Masters Expo Miami | Feb 5-8, 2026 | Trump National Doral Miami | ~2-4k | Booth + sampling | Consumer biohacker focus; early in year; close to year-1 launch window |
| 9 | Livelong Woman Summit | Apr 17-18, 2026 | San Francisco (Masonic) | Female longevity consumers | Booth + speaker slot | Female-longevity is 2026's named GWS trend wave; first peptide brand defines category |
| 10 | Don't Die Summit (Miami stop) | Jan 18 LA / Apr 15 NY 2026 | Multi-city | ~1k-1.5k per stop | Vendor booth in longevity amusement park | Bryan Johnson halo is strongest adjacency available; captive biohacker audience |
| 11 | CrossFit Games Vendor Village | Jul 24-26, 2026 | San Jose | ~25k on-site (254k Open registrants) | Booth + pro athlete sponsorship | Recovery-obsessed demo; supplement-heavy but peptide-light; pair w/ Hyrox for fitness coverage |
| 12 | Wellbeing at Work US Summit | Mar 3-5, 2026 | NY + Austin | Senior HR + benefits buyers | Sponsor + Jay keynote on employer SKU | Underserved B2B2C channel; if app has an employer benefits SKU, first mover defines category |
BEYOND, Health Optimisation Summit, RAADfest as floor-booth plays. Saturated with supplement brands; run side-dinners or speaker slots instead.
CES Vegas floor booth. Wrong audience density; do CES Unveiled press preview + influencer-hosted suite instead.
Joe Dispenza retreats. Anti-pharma ideology; brand alignment is wrong.
Aspen Ideas Health / Longevity Investors Conference as booth plays. Founder-attend only; these are partnership/capital rooms, not download rooms.
HLTH Vegas. Enterprise-healthcare, not consumer.