Building Superform

Almost 2 years ago now, I wrote about the closing of one chapter and the beginning of another. I shared that I was stepping away from BLVD Hospitality after 10 remarkable years to more deeply explore my independence as an entrepreneur, a leader, and a creator. I wrote that there was much more to come, and that I still intended on changing the world.

Today, I’m incredibly excited to finally share what I have been building, thinking about, obsessing over, and spending many long hours on throughout these past 2 years: Superform.

Superform is a health and performance company built around a simple belief: the better we understand ourselves, the better decisions we can make about how we train, recover, perform, and live.

When me, my brother Jagger Rusconi, and Tommy Costello first started talking about Superform, we decided we were not trying to build another gym, another clinic, or another technology platform. We kept coming back to a much simpler question: why is it still so difficult for people to develop a clear understanding of their own health?

Most people already have valuable information. Blood work, wearables, body composition scans, fitness assessments, physicians, coaches, and specialists can each provide an important part of the picture. The challenge is that those pieces are usually fragmented, and it can be incredibly difficult to understand what they actually mean, how they relate to one another, and whether you are meaningfully improving over time.

That became the foundation for everything we have built.

This fall, we will open our first Superform location in Thousand Oaks, California. We are creating a place designed specifically for comprehensive health and performance assessment, where someone can walk through one door, establish a trusted baseline through consistent, high-fidelity measurement, and continue returning over time to better understand how their biology is evolving.

But the physical space is only one part of the vision.

What we are ultimately building is a new system for understanding human health and performance over time. One that brings together diagnostics, body composition, cardiovascular capacity, strength, movement, metabolic health, cognition, wearable data, and other important signals into a continuously evolving picture of the individual.

My hope has never been that Superform becomes another voice telling people what to do. It is that we help people see themselves more clearly, ask better questions, understand what is changing, and feel more confident making decisions alongside the physicians, coaches, practitioners, and people they already trust.

I am especially proud of the team we have assembled around this vision. We have brought together people with deep experience across medicine, performance science, coaching, technology, design, hospitality, culture, and company building. Each person has challenged and expanded the idea in ways I could not have done alone, and what excites me most is not any single part of Superform, but what becomes possible when all of these disciplines genuinely work together.

In many ways, Superform feels like a serendipitous convergence of my personal and professional journey. Over the course of my career, I have worked across hospitality, real estate, health and performance, technology, and civic leadership. For a long time, those interests felt connected to me, even if the connection was not always obvious from the outside.

My experience building places and experiences taught me how physical environments shape the way people feel and behave. Hospitality taught me the importance of trust, detail, service, and the often intangible magic that turns a space into something meaningful. Building brands taught me the power of story and identity. My own lifelong interest in health and performance taught me how difficult it can be to separate signal from noise. And my growing interest in technology has reinforced my belief that the best technology should deepen our understanding of ourselves and make the physical world more human, not replace it.

I believe that when people better understand themselves, they are better equipped to take ownership of their health and their life. And when better decisions compound over years and decades, the implications for how we live, perform, and age are profound.

There is still an enormous amount of work ahead of us, but I could not be more excited about the team we have built, the vision we are pursuing, and the future we are working toward.

If you would like to learn more about Superform, or if you see potential synergy with your business, organization, or work, please do not hesitate to reach out. I would genuinely love to connect.

There is much more to come.
Nico