Bryan Johnson’s Bold Shift: From Blueprint to Philosophy

Bryan Johnson, the entrepreneur known for investing over $2 million annually to reverse his biological age, is considering shutting down his supplement startup, Blueprint. The impetus behind this bold move? A newfound focus on his philosophical movement, “Don’t Die,” which posits that human existence should be our highest value.

The Future of Blueprint

Blueprint, which markets health products inspired by Johnson’s rigorous daily regimen, may face closure or sale. Despite injecting $25 million of his personal funds into the venture, Johnson expressed to Wired that he is “close to either shutting it down or selling it,” indicating that the business has become more of a burden than a benefit.

A Philosophical Turning Point

Johnson emphasizes that this decision is not merely a financial one but a philosophical pivot. He argues that the tenets of “Don’t Die” cannot coexist with a business focused on selling supplements.

Shifting Perspectives

“People see the business and take me less seriously on the philosophy side. I won’t make that trade-off. It’s not worth it,” Johnson stated.

Mission Beyond Products

In essence, the sale of products is hindering what Johnson perceives as his actual mission: establishing a new belief system for a future influenced by artificial intelligence, biotechnology, and the potential for drastically prolonged life.

From Success to Biohacking

Johnson amassed his wealth in 2013 after selling his payments company, Braintree, which acquired Venmo, to PayPal for $800 million. With around $300 million in hand, he shifted his focus to science and health.

Establishing Kernel and Project Blueprint

He founded Kernel, a neurotechnology firm focused on brain activity, before launching Project Blueprint, a stringent health protocol designed to measure and reverse aging markers. His regimen includes a vegan diet, numerous daily pills, laser therapy, plasma infusions from his son, and rigorous testing. Johnson claims it has given him a biological profile akin to that of an 18-year-old.

The Liability of Blueprint

While Blueprint was intended to encapsulate and distribute this health protocol to the public, Johnson now considers it a liability.

Pressures Behind the Scenes

A recent New York Times report described Blueprint as a struggling business, allegedly losing over $1 million a month and embroiled in internal strife. Johnson vehemently contested this portrayal.

Clarifying the Financial Narrative

“The business—that was f—ing made up,” he stated to Wired. “We’ve had profitable months and loss months, but we priced our products to break even.”

More than Just Profit

Johnson insisted that he has always been transparent about the finances, noting that the aim was never to achieve commercial success. “I put in $25 million of my own money. It’s never been about that,” he affirmed.

Distraction from the Bigger Picture

However, he maintains that managing a business detracts from his larger vision for the future.

The Foundational Beliefs of “Don’t Die”

Launched in early 2025, “Don’t Die” seeks to transform Johnson’s extreme personal project into a unified ideology. He envisions it as a philosophical framework or even a religion for the AI age, centered around the concept that existence should be prioritized above all.

A Rigorous Routine

Johnson adheres to his routine meticulously. He wakes at dawn, employs artificial sunlight, follows a specific exercise and therapy regimen, and ensures he has his last meal by noon. He is also developing an AI version of himself, called ‘Bryan AI,’ aimed at modeling his thought processes and potentially extending his influence beyond death.

Beliefs on Mortality

When asked if he believes he will die one day, Johnson replied, “False.”

Beyond Immortality

However, he clarifies that immortality is not the goal; rather, the objective is to choose against extinction.

Existence Over Wealth

“When superintelligence arrives, wealth and status will be irrelevant compared to existence,” he proclaimed. “We need a new way of thinking about what matters.”

The Future of Blueprint

As Johnson contemplates the fate of Blueprint, he has yet to reach a final decision. Whether he opts to sell or completely shut it down, one thing is clear: Blueprint was merely a means to an end, with “Don’t Die” standing as his true mission—a belief system he hopes will endure beyond brands, institutions, and perhaps even biology itself.

A Common Desire

In Johnson’s view, “The one thing we all have in common is that none of us wants to die right now.”