Technology has changed the world but it has its downsides.
For athletes, that can mean distractions, negativity, and even EMF.
EMF aka electromagnetic radiation are invisible areas of energy, often called radiation, that are associated with the use of electrical power.
Why is this dangerous?
Well, too much of it can impact an athlete’s resilience, adaptability to stress, and mental health.
That’s where Aires Tech comes into play.
They’ve built a device to protect people against electromagnetic radiation that’s emitted from the many wireless technologies.
So far, they’ve teamed up with several leagues and athletes to bring their tech to the world.
In this interview with Josh Bruni, we discuss how Aires Tech works, how they partnered with some of the biggest sports leagues, and predictions he has about EMF.
Hello, who are you, and please describe your company.
My name is Josh Bruni and I’m the CEO of Aires Tech.
Aires Tech is a pioneer in creating cutting-edge technology designed to protect human health and well-being against electromagnetic radiation (EMF) that’s emitted from the many wireless technologies that have come to surround us in our digital world.
What was the process of growing the company beyond its founding vision?
We’ve realized that our technological benefits should be expanded from some people to all people.
The company’s origins are rooted in a rich history of innovation and wellness.
Aires’ patented technology was originally aimed at protecting military personnel from radar emissions in the early 1990’s.
What changed? The world around us.
Today, 97% of adults in the US own a cell phone of some type and we’re all surrounded by wireless technology.
After realizing the transformative power of our radio wave science, the company brought its military-grade technology to the consumer market.
Since then Aires Tech has become the industry leader in EMF protection, boasting an impressive intellectual portfolio that includes 22 patents and a vast array of scientific research, with 25 clinical and scientific trials and reports, 5 scientific publications, and 8 peer-reviewed studies.
Our commitment to scientific excellence is further exemplified by our ongoing investment in research and development, which exceeds $20M to date.
How is the company doing today and what does the future look like?
Aires is dominating the EMF protection segment and continuing to grow rapidly.
The company’s crowning achievement came with the launch of the Lifetune product series in 2020, which represented a leap in our technological evolution to meet the demands of protection against 5G technology.
Since then, we’ve grown 128% in 2022 and 80% in 2023 (YoY). This year was no different as our growth trajectory continues to climb.
While cell phone ownership is widespread among adults worldwide, many lack an understanding of EMF and its implications.
This highlights the need for extensive education to help people see how our technology can enhance their lives.
Our earliest adopters were electro-hypersensitive (EHS) people, mothers with children, and couples looking to conceive, who are eager to support their fertility.
Interestingly, athletes have also been some of our most ardent supporters. Professional athletes have been reaching out to us in droves – some of which we’ve been able to ink formal partnerships with – given the performance and recovery benefits of Aires’ technology.
We believe that our official partnerships with the UFC, WWE, and Canada Basketball are giving us mainstream, global reach that we didn’t have before.
How does the technology impact the health of athletes?
What our technology does is transform unwanted EMF from devices like cell phones and Wi-Fi into a form that’s less stressful to the body.
Using advanced principles like diffraction and interference, it filters and reshapes these EMFs, ensuring they don’t interfere with the body’s natural electrical systems.
This boosts the body’s resilience and adaptability to stress, helping it maintain peak performance under pressure.
For athletes, this means being better equipped to handle physical and mental stress, leading to quicker recovery and enhanced overall performance.
Researchers are increasingly concerned about the long-term effects of man-made EMFs from devices like 5G cell phones and Wi-Fi routers, particularly their potential impact on various aspects of health and performance.
Unlike other environmental health risks, EMF exposure is nearly ubiquitous in modern society, making it difficult to opt out entirely.
Studies suggest that chronic EMF exposure could trigger oxidative stress in cells, potentially leading to systemic inflammation and disrupted cellular communication.
This could have implications for cognitive function, focus, and overall well-being. Additionally, there’s growing evidence that EMF exposure might interfere with melatonin production, potentially disrupting natural sleep-wake cycles.
For athletes and those concerned with physical performance, the stakes may be even higher. Some research indicates that EMF exposure could affect testosterone levels and reproductive health. There’s also concern about EMFs potentially increasing the permeability of the blood-brain barrier, which could have implications for brain health and function.
These factors combine to create a growing area of interest for researchers, as well as increasing concern among various groups including couples trying to conceive, pregnant women, parents, and athletes.
As our understanding of the subtle ways modern technology may influence long-term health and performance evolves, so too does the urgency to fully comprehend and potentially mitigate these effects.
How did you all secure major partnerships with some of the top sports leagues?
It took several professional athletes reaching out to us to share their positive experiences with our products for us to realize that there is a serious demand for
EMF protection for athletes pursuing peak performance. That type of credibility among the athlete community helped the leagues understand that this was a category that they should be supporting.
In addition to partnering with athletes like Toronto Raptors’ RJ Barrett, Toronto Maple Leafs’ John Tavares, UFC’s Lightweight Michael Chandler, UFC Women’s Featherweight Maycee Barber, NFL Legend Tiki Barber, and others, we held talks with a number of organizations and leagues who were interested in implementing our technology into their operations to give their athletes an edge.
UFC, WWE, and Canada Basketball are partners who quickly saw the many benefits of having our technology implemented into their athlete’s training and recovery routines and jumped aboard.
Don’t just take it from me. Hear from Mike Bartlett, CEO of Canada Basketball, about the opportunity afforded to their athletes thanks to Aires Tech.
Can you talk about the athletes involved with Aires Tech and how those collaborations came about?
Seemingly every week a new professional athlete at the top of their respective sport reaches out to our team to share their experience with our Lifetune products or has seen our content and wants to learn more about how EMF could be impacting their performance.
It is instances like these that prompted us to build our #AiresAthlete campaign where we partner with athletes like RJ, Michael, Maycee, John, and Tiki to help spread awareness about EMF.
Many people are unaware of the potential long-term effects of EMF exposure. To address this, we’re collaborating with athletes who are already focused on recovery and wellness.
Our goal is to raise awareness about EMF and promote solutions that not only enhance elite performance but also support everyone in achieving better health and overall well-being.
Through scaling the business have you learned anything particularly helpful or advantageous that can help founders and other business leaders?
Absolutely, there are two lessons that I can pass along.
The first is that there is no greater power than decisiveness.
As CEO, you’ll always face endless opportunities and challenges, and it’s easy to fall into the analysis paralysis trap.
Numbers don’t lie – the faster you make decisions that are rooted in data and are proven to drive growth, the faster you learn, adapt, and outpace the competition. Momentum matters.
The second lesson: approach your business with a storytelling mindset. Take Aires for example: our product is a solution for an invisible problem that is scientifically complex (electromagnetic frequencies).
Transforming that relationship into a story that is told to athletes, parents, and professionals in a way that is authentic and real is what has fueled our success.
Storytelling isn’t just the responsibility of the marketing team; it’s the engine that drives your brand, your culture, and your bottom line.
Founders and CEOs who don’t understand storytelling are missing out on scaling their businesses for the long term.
Invest in your brand, and make sure every touchpoint—from product to customer service—speaks to the story you’re telling. You’ve got to create a brand people are drawn to, not just a product they need.
What are some predictions you have for the EMF space over the next year or so?
I think we’ll start to hear more professional athletes and notable personalities talking about EMF publicly, entering the topic into the mainstream.
It’s already happening: NFL quarterback Aaron Rodgers spoke about EMF on Hard Knocks and Dr. Andrew Huberman discusses it frequently on his popular podcast. We’ve even seen state action with France banning the iPhone due to the device’s high radiation levels.
We saw the same thing with asbestos, cigarettes, and more recently fluoride, popular things that were once deemed harmless by society were later labeled for their potential health threats.
Right now, many professional athletes are using set-it-and-forget-it tools like Aires’ products as part of their training and recovery routines privately, but over the next year and beyond you’ll start to see more acceptance of the unknown long-term implications of EMF exposure and actions being taken to address exposure from celebrities and recognizable personalities.
