Located in the heart of Newpark Town Center, Upgrade Labs opened its doors with a philosophy rooted in personalization and scientific rigor. Photo: Jill Baker // Neighbors of Park City.

At the intersection of technology, personal transformation, and heartfelt community-building stands an unassuming Park City business where stories of healing and belonging abound. But for founders Logan Jones-Olson and Kristen Roscher, the true journey is a tapestry woven of dreams, entrepreneurial risks, resilience, partnership, and a shared passion for helping others become their best, healthiest selves. Their story unfolds in ways both unexpected and deeply inspiring.

Roots in Resilience

Logan’s story begins in the rugged expanse of North Idaho, in a place “where you still can’t get cable TV or cell phone reception.” As a kid, he split his time between swinging axes, chopping wood for the family home, and exploring the wilderness—a lifestyle that instilled grit, independence, and a lifelong connection to nature. But his passions weren’t limited to the outdoors. After getting his first computer, Logan discovered a curiosity for technology that would eventually propel him into a career in marketing and tech. “I was always outside until college,” he remembers, “but learning about computers was a turning point that opened another world.”

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Kristen, by contrast, spent her childhood moving between the Northern California coast and the growing suburbs of Utah Valley. “I’m one of six kids and the only girl, but I turned out girlier than you might expect,” she laughs, recalling family text chains and years spent both “taking a punch and loving makeup and hair.” Her early life was a masterclass in adaptability, resourcefulness, and connecting with people, skills she would later lean on in her real estate and administrative career.

Photo: Jill Baker // Neighbors of Park City.

Meeting and Building a Partnership

The two, when they were coworkers, might have passed each other countless times in elevators in the same building for years. But fate, aided by a dating app, brought them together in a way neither could have anticipated. After a spark on the app went cold, they locked eyes again at a stop sign in a parking lot; it was one of those unforgettable moments that changed both their lives. “We just stared at each other through the windshield,” Kristen remembers, “and I didn’t even recognize him at first.” Logan reached out again, and soon they were inseparable.

Blending their families brought new layers of meaning and challenge. Each has a child from a previous marriage, Logan’s daughter and Kristen’s son, both of whom quickly became integral parts of the new household. Their move to Park City was inspired less by romance and more by an agreement on what was best for their children’s education and well-being. However, as the family settled in, they discovered Park City’s magic for themselves: clean air, abundant nature, grounded people, and a sense of belonging from day one.

Launching a Business: From Vision to Reality

Logan had always dreamed of creating something bigger, something that transformed lives. After a decade of researching potential franchises, he settled on Upgrade Labs, founded by biohacking trailblazer Dave Asprey. The concept was radical: leverage advanced technologies to help people heal faster, feel better, and level up—mind, body, and soul.

“Helping people hack their way to their best selves was an irresistible idea,” Logan says. Kristen initially thought she would be his cheerleader rather than a cofounder, but soon, the two were spending late nights building furniture, installing equipment, and nurturing a vision. Kristen left her job and went all-in.

“We just…work,” Logan says, describing their partnership. “We complement each other. I’m strong where she isn’t, and vice versa. We can divide and conquer—and we really like each other!” It’s a synergy seldom found in romantic and professional relationships alike.

Business as a Force for Good

The business, located in the heart of Newpark Town Center, Park City, opened its doors with a philosophy rooted in personalization and scientific rigor. “We want to know your whole story—injuries, goals, dreams—before we start,” explains Kristen. Each new member receives a medical-grade body scan, providing insights that go far beyond weight or BMI: inflammation, cellular health, and visceral fat, forming a foundation for customized protocols.

Technologies such as PEMF (pulsed electromagnetic field therapy) and red light therapy—a $70,000 bed, described by them as “a tanning bed, but full-body and fully programmable”—stand at the core of their services. Some clients use their membership exclusively for healing modalities; others opt for advanced exercise equipment found in NFL training facilities. The business meets people where they are, never pushing, always guiding. “It’s your credits,” says Kristen. “Use them the way you want.”

The Power of Results: Stories That Inspire

When asked about their favorite part of the business, Logan and Kristen will tell you it’s witnessing the transformations. Some stories seem almost miraculous.

I listen as the couple tells me about a client who underwent hysterectomy surgery at the same time as a friend. While her friend followed a typical recovery, Logan and Kristen’s client healed at twice the pace, confounding their doctors—a difference Kristen credits to the business’s technologies, as shared in her YouTube testimonial.

One woman, in her sixties, had suffered for decades with hand pain from a childhood injury—a nail through her palm. Within weeks, and after 50 years, full, pain-free mobility returned.

Another, plagued by intractable hip pain that left her in tears, saw her pain halve after just a few visits. “If you can help someone move from suffering to hope, you’ll do anything to keep going,” Kristen says.

Or there’s Logan himself, who regained the use of a thumb that had been all but lost to nerve damage. Daily PEMF treatments restored function when surgeries and therapy failed.

A Community Like No Other

Building the business wasn’t just about health; it has been about connection. “We didn’t realize how many amazing people we’d meet,” says Kristen. Park City is home to renowned athletes, entrepreneurs, and luminaries, from the CEO of Stanley Cups to Olympic medalists. But to her and Logan, it’s the everyday connections with parents, children, and elders that have meant the most.

The community, already devoted to wellness and the outdoors, has welcomed the couple with open arms. “People here want to be better, to support each other,” they reflect. “Our members aren’t just customers; they’re friends.” The business, initially a leap into uncertainty, quickly became a touchstone for personal growth and a sense of belonging.

Their gratitude is palpable. “Thank you to Park City, genuinely,” Logan says. “Our success is really a reflection of the community’s trust and willingness to try something new.”

Defining Wellness for a New Era

Logan and Kristen’s approach is anything but faddish. Borrowing from Dave Asprey’s definition of biohacking, “the art and science of changing the environment around you and inside you so you have full control of your own biology,” they preach optimization, not quick fixes. The variety they offer reflects a nuanced understanding: Some want to build muscle, others simply want to feel less pain or sleep better.

They educate clients on biohacking and the broader context of innovation, always putting personalized care at the center. “Whether you use your credits all for red light, or you want to try what the pro athletes use, we’ll help you craft a plan,” Logan says, stressing that there’s no one-size-fits-all prescription.

Lessons Learned and Looking Forward

Running a business as a couple is not without its challenges. There are moments of exhaustion and the struggle to find “family time,” but both Logan and Kristen say the rewards far outweigh the costs. “We never doubted working together—not really,” they agree. “You can’t fake this kind of commitment.”

Their future plans are ambitious yet grounded. They want to expand their services, perhaps replicate their model in new communities, but always with the same core values. “Our focus will stay on adding real value. Helping people wherever they are.”

As the business marks over a year since launching, Logan and Kristen remain energized by possibility and purpose. “We’re proud of what we’ve created,” Kristen says. “But more than that, we’re proud of what our members have achieved.”

The Heart of Park City

For Logan and Kristen, the business they’ve built is more than a collection of technologies or a list of satisfied clients. It’s a living testament to what happens when childhood lessons, personal grit, ambitious dreams, and authentic love join forces. Their story is a beacon, proving that in the right hands, business can be a force for healing, community, and hope.