Hupe is transforming the future of wellness with its hyper-personalized, data-driven approach to health optimization. With hubs in Dubai, London, and Singapore, HUPE caters to high-performing individuals looking to achieve peak physical and mental wellbeing.
Founded by entrepreneur Sami Malia after his own transformative health experience, HUPE is built on the belief that healthcare should be predictive and preventative—not reactive.
At the heart of HUPE’s offering is a holistic, science-backed methodology that includes advanced lab testing, wearable tech integration, and access to a global team of doctors, nutritionists, fitness experts, and health coaches. Whether addressing fatigue, sleep issues, stress, or long-term vitality, HUPE focuses on uncovering root causes rather than simply treating symptoms.
HUPE’s mission is clear: to elevate lives by empowering people with the tools, knowledge, and expert guidance needed to feel and perform at their best—every single day.
In conversation with Mediworld Middle East, Sami Malia, Founder & CEO of Hupe, reveals how a Stage 4 cancer diagnosis at 32 transformed his understanding of wellness and sparked the creation of Hupe – a personalized, proactive health optimization platform.
Dismissing one-size-fits-all health advice, Malia built Hupe to decode each individual’s unique biology using advanced diagnostics, wearables, and expert-led guidance. The three-stage program – Discover, Personalize, and Optimize – empowers members with real-time insights, sustainable strategies, and 360° support.
Hupe is redefining preventive healthcare, offering busy, high-performing individuals a smarter, data-driven path to long-term vitality and well-being.
What personal experiences or challenges led you to establish Hupe, and how do they influence the program’s mission and approach?
For years, I put my career above everything, including my health and well-being. That relentless drive culminated in a Stage 4 cancer diagnosis at just 32 years old.
For decades, I was trapped in a cycle of unsophisticated, unsustainable three-month transformations: severe calorie deficits and punishing workouts, only to find myself back at square one six months later. I chased results that never lasted. I followed all the “right” advice: low-fat, high-protein meals and intense gym sessions, yet I constantly felt bloated, inflamed, and exhausted.
I was receiving generic advice from personal trainers and nutritionists, none of whom ever conducted any diagnostic testing. It turns out those egg white omelets on wholewheat bread – a so-called “healthy” breakfast was causing me chronic inflammation. I later discovered I was intolerant to both egg whites and yeast.
Like so many others, I was navigating a fragmented health system – one that focused on managing symptoms rather than uncovering root causes. Eventually, I realized that health isn’t about quick fixes or one-size-fits-all advice. It’s about understanding your unique biology, physiology, and genetics and making science-backed, strategic decisions tailored to you.
These experiences forced me to question everything I thought I knew about health and wellness. I came to understand that the conventional approach was fundamentally flawed. What we need is a more personalized, proactive method and that lightbulb moment led to the creation of Hupe.
I created Hupe to solve a problem: that fragmented, generic health advice fails to reflect the complexity of the individual. At Hupe, we believe true optimization begins with understanding your body at its deepest level. No two people are the same, and your health strategy shouldn’t be either.
Our mission is to empower you with the insights, tools, and expert guidance to make confident, informed decisions that drive long-term wellbeing. This isn’t another generic wellness trend, it’s a more intelligent, sustainable, and personalized way of living. Hupe is redefining what it means to take control of your health.
How does Hupe’s proactive, personalized approach to health optimization contrast with conventional, reactive healthcare models?
Traditional healthcare is largely reactive – it waits for illness to occur before taking action. It’s built to manage disease, not to prevent it. This system often relies on broad, standardized treatments that overlook the root causes and focus primarily on suppressing symptoms.
At Hupe, we take a different approach. Our programs are built around prevention, precision, and performance. We leverage advanced diagnostics and continuous data monitoring to detect imbalances long before they develop into chronic issues.
Each program is highly personalized, taking into account your genetics, environment, lifestyle, and individual goals. This allows us to create a tailored, strategic roadmap for long-term vitality and optimization. It’s not just about avoiding illness – it’s about unlocking your full potential.
Can you elaborate on the objectives and processes involved in each stage of the Hupe program?
The Hupe 3-Stage Program offers a phased approach to wellness, a precision-designed journey that transforms deep health insights into lasting impact, tailored entirely to you.
Stage 1 Discover – Deep Understanding: This phase centers on uncovering a 360° view of your health. Through comprehensive diagnostics, including a 100+ biomarker blood and urine panel, food and environmental allergy testing, food intolerance testing, a detailed medical intake, and a 60-minute consultation with an Integrative Medicine Doctor – we uncover your goals and identify potential root causes of your symptoms.
Stage 2 Personalize – Targeted Precision: Building on the insights from Discover, we layer in advanced testing where needed – from hormones, gut microbiome, genetics, and organic acids to mold and heavy metals. Based on your results, we design a precision nutrition plan, targeted supplementation strategy, and introduce wearables to track your real-time data. Your dedicated Hupe team, doctor, nutritionist, health coach, and concierge manage every detail for you.
Stage 3 Optimize – Sustained Performance: This is where long-term health transformation takes shape. Over 12 months, we provide continuous tracking, coaching, retesting, and strategic adjustments to ensure your program evolves with you. This stage is delivered with the simplicity and convenience of a single monthly membership.
How do advanced diagnostic tools like DNA analysis, gut microbiome panels, and hormone testing contribute to creating personalized health strategies for members?
Advanced diagnostic tools are the foundation of true personalization. They allow us to move beyond guesswork and provide insights that are unique to each individual. Here’s how each plays a role in crafting precise, effective health strategies:
DNA Analysis
Your DNA reveals how your body is designed to function. It gives us insight into how you metabolize nutrients, your predisposition to inflammation, your detoxification pathways, and even how you respond to exercise or stress. This helps us create nutrition, fitness, and lifestyle plans that work with your biology, not against it.
Gut Microbiome Panels
Your gut health impacts everything – from digestion and immunity to mood and energy levels. A gut microbiome panel shows us the balance (or imbalance) of bacteria, fungi, and other organisms in your digestive tract. We can detect overgrowths, deficiencies, or markers of inflammation and tailor interventions like probiotics, dietary adjustments, and gut-healing protocols accordingly.
Hormone Testing
Hormones are your body’s signaling system – they regulate sleep, mood, energy, metabolism, and more. Imbalances can cause fatigue, weight gain, poor recovery, or low libido. By analyzing hormones like cortisol, thyroid, insulin, estrogen, and testosterone, we can address dysfunction at the root and help restore optimal balance through targeted nutrition, supplementation, and lifestyle changes.
In what ways do wearable devices, such as the Ultrahuman Ring AIR and M1 Continuous Glucose Monitor, enhance the real-time tracking and overall effectiveness of the program?
Wearable devices like the Ultrahuman Ring AIR and the M1 Continuous Glucose Monitor (CGM) play a critical role in making health optimization dynamic, real-time, and highly responsive.
By continuously tracking key metrics such as sleep quality, heart rate variability (HRV), recovery, glucose levels, and stress responses, wearable tech provides a moment-to-moment understanding of how your body is responding to your lifestyle, from nutrition and training to stress and environment.
The CGM, for example, offers immediate insights into how specific foods affect your blood sugar. You’ll learn which meals lead to spikes and crashes — often the root cause of fatigue, brain fog, and intense cravings. By understanding and avoiding the foods that destabilize your blood sugar, you’re empowered to make smarter dietary choices that enhance energy, focus, and long-term metabolic health.
Real-time data turns passive habits into active decisions. It allows the Hupe members dedicated wellness team to make timely, personalized adjustments and helps them take control of their health on a daily basis — not just at check-ups.
Who comprises the multidisciplinary Wellness Team, and how do they collaborate to tailor and implement individualized health plans for members?
Hupe’s multidisciplinary Wellness Team brings together leading experts in Integrative Medicine, Clinical Nutrition, Sports Medicine, and Health Coaching — all working in close collaboration to craft a truly personalized and highly effective health strategy for each member.
Unlike traditional models that rely on isolated consultations, our team meets regularly to collectively review your data, align on strategy, and adapt your protocol as your body evolves. It’s a continuous, expert-led process — not a one-time assessment.
This collaborative approach ensures that every decision is:
- Informed by the latest data and diagnostics
- Integrated across all aspects of your health
- Individually tailored to support real, sustainable results
At Hupe, your health is not managed in silos, it’s optimized by a team that’s always in sync and fully invested in your progress.
What measures are in place within the 12-month Optimize stage to ensure that members maintain and build upon the health improvements achieved in earlier stages?
The Hupe Wellness Team will develop a clear set of Key Performance Indicators tailored to each member’s unique goals and diagnostic results. These KPIs serve as measurable markers of progress — whether it’s improved sleep, enhanced performance, balanced hormones, or sustained energy levels.
During the Optimize stage, Hupe’s Health Coaches play a central role in supporting to implement the wellness strategy. Through regular check-ins, they provide accountability, guidance, and day-to-day support as you work toward your goals.
As your body evolves, so does your plan. Your strategy will continuously adapt, always aligned with your goals, lifestyle, and progress.
At Hupe, it’s not just about managing health — it’s about integrating it seamlessly into your life. We handle the details so that you can focus on life.
Who is the ideal candidate for the Hupe program, and how does the program accommodate individuals with varying health goals and lifestyles?
Our ideal member is a high-achieving individual—whether a busy executive, entrepreneur, or multitasking parent, aged 35–55, who values results, efficiency, and personalized wellness. They lead demanding lives, juggle packed schedules, and are constantly balancing ambition with wellbeing. With limited time and a desire for clarity, they seek science-backed solutions that are both intelligent and actionable. They want to understand the why behind every recommendation, prefer data over guesswork, and expect expert guidance coupled with convenience.
Also Read: Hupe Launches Revolutionary 3-Stage Optimization Program.
Hupe is built for this lifestyle. With concierge support and a fully tech-enabled platform, 95% of the program can be completed from home or on the go—whether that’s between meetings, while traveling, or after the school run. Once diagnostics are complete, members can continue their optimization journey from anywhere in the world. Convenience, flexibility, and precision are the foundation of Hupe—and that makes it the perfect fit for those who refuse to compromise on their health, no matter how full their calendar is.
What key performance indicators or metrics does Hupe use to assess the success and effectiveness of its health optimization strategies?
The KPIs are bespoke for each individual member. We track a mix of clinical, functional, and behavioral metrics. These include inflammation markers, hormonal balance, metabolic health, sleep quality, energy levels, glucose control, microbiome health, and lifestyle adherence. But beyond the numbers, success is about how you feel, more clarity, more energy, better performance.
Are there any upcoming enhancements or expansions planned for the Hupe program, particularly in terms of technology integration or service offerings?
Hupe has a defined innovation roadmap to integrate advanced technology and AI at every touchpoint of the Member experience. This includes real-time, personalized insights powered by wearable data, on-demand access to a 24/7 AI concierge for instant answers across all program elements, and dynamic dashboards that provide immediate, actionable reporting — all designed to elevate precision, convenience, and engagement.
