#23 Rico Rogers | Founder of Box Altitude

Sleep High, Perform Higher: How Box Altitude Turns Bedrooms Into Performance Labs

TL;DR: Former pro cyclist Rico built Box Altitude to bring the benefits of altitude camps home. Their systems quietly reduce the oxygen content of a room or tent while you sleep, nudging your body to adapt—boosting hemoglobin mass and, in turn, aerobic capacity. Think: smarter overnight training for pros, colleges, and now longevity-minded athletes.

What Box Altitude Is

Box Altitude makes systems that lower inspired oxygen to simulate elevation at home or on site—controlled from your phone and logging SpO₂ and heart rate while you use it. Simulated altitude has been used for decades; Box Altitude re-engineered it for comfort, control, and data.

Product lines:

• Sleep Cloud (King/Queen): Pop-up sleep system that actually looks good and seals well.
• Training Cloud: A portable training environment for hypoxic intervals.
• Sleep Bedroom: A plumbed, HVAC-style install for a full room setup.

All systems are iOS/Android app–controlled: set a target (e.g., 8,000 ft), and the unit cycles to maintain the level through the night.

How It Works (and Why It Helps)

Altitude is a gentle stressor: lower oxygen → SpO₂ dips slightly → your body signals for adaptation (EPO → more/stronger red blood cells). Rico cites a typical ~5% rise in hemoglobin mass, translating to ~4.2% VO₂ max improvement. That’s the difference between hanging on and finding another gear.

Usage patterns:

• Pros often run 6–8-week build blocks, then maintain with periodic blocks.
• Rico’s baseline recommendation: ~8 hours/week of exposure.
• Remember: red-blood-cell cycle ≈ 120 days, so smart maintenance keeps gains.

“We’re not trying to make sleep harder. We’re creating the smallest effective stressor so your body adapts—night after night.” — Rico

Who’s Using It

Box Altitude cut its teeth in top-tier sport—Olympic medalists, world-class cyclists, and pro teams. (Rico keeps many clients confidential; he calls the cycling adoption “bread-and-butter.”)

Founder Story: From the Alps to an Idea

As a pro racing in Europe, Rico watched competitors lean on EPO. He chose ethics and altitude living instead—and saw blood values jump (hematocrit rising markedly post-camp). When tents back home felt clunky, he started iterating: better seals, better controls, better comfort. Years later: Box Altitude.

Beyond Pros: Longevity & Everyday Performance

Rico sees a clear line from elite gains to general healthspan—lower resting heart rate over the year, better oxygen efficiency, travel-friendly recovery. The value prop for non-pros: sleep well, adapt quietly, perform better.

Go-to-Market: US & Colleges

• D2C (US): Distributed via The Feed.
• B2B: Focus on colleges and performance departments (science-literate, programmatic use).
• Cycling remains heavily word-of-mouth; broader consumer marketing ramps next.

The App & Data

A clean, iPod-like wheel interface: set altitude, let it hold and cycle. The app logs SpO₂ and HR during sessions so athletes and staffs can track exposure and response.

Rico’s Current Flow Stack

• Supplements: Omega-3, collagen, colostrum, hydrolyzed protein (mentions Momentous for clean formulations).
• Sleep Tech: Eight Sleep (runs bedrooms cold; ~17°C), Apple Health for aggregation, grounding mat.
• Training: Still rides hard; loves his Pinarello with deep-section wheels, bigger chainrings, power meter; treadmill/indoor trainer at home.
• Fueling on the bike: Prefers real food and electrolytes; avoids gels after a memorable race-day mishap.

Where to Find Box Altitude

• Learn & book time with Rico via the site; US purchases available through The Feed.

The Playbook Take

Altitude adaptation used to mean plane tickets and months away. Box Altitude’s sleep-first approach makes those gains repeatable, trackable, and design-friendly. If you value endurance, recovery, or longevity—this is a high-leverage lever that works while you sleep.