New positioning creates a unified platform connecting LifeWave's science, technology, products, and future innovation while broadening the conversation around what human performance means in everyday life.

DRAPER, Utah, Oct. 22, 2026 /PRNewswire/ -- LifeWave^®, a global wellness technology company, today announced the introduction of Human Performance Technology, a new global brand positioning designed to provide a clearer expression of who LifeWave is, the technology space it occupies, and where the company is headed next.

First unveiled to LifeWave Brand Partners at the company's Global 2026 Conference in Anaheim, California, Human Performance Technology establishes an overarching platform connecting LifeWave's brand, science, technology, product portfolio, and future innovation.

"LifeWave has always been driven by a desire to explore what is possible," said David Schmidt, LifeWave Founder & CEO. "For more than 20 years, we have challenged conventional thinking and continued to explore new ways technology can work with the human body. Human Performance Technology gives us a platform that reflects where we have come from, but more importantly, where we are going."

A Broader View of Human Performance

At the heart of the new positioning is an intentionally broader definition of human performance.

LifeWave believes performance is not reserved for elite athletes, competitive sport, or physical achievement. It is personal and can mean different things at different stages of life — from strength and stamina to recovery, staying active, having the energy for a busy day, or simply being able to do more of what matters.

"From a brand perspective, one of the most important things for us was to create a positioning that could make LifeWave easier to understand today without limiting where we can go tomorrow," said Laura Kelly, Global Vice President of Marketing. "Human Performance Technology gives us a platform that connects our brand, science, technology and products under one clear idea. And critically, our definition of performance is intentionally inclusive. Performance looks different for everyone. It isn't just about elite sport — it's about everyday life and the things each of us wants to be able to do."

LifeWave describes its approach as developing non-invasive technologies designed to support the body's natural energy flow and biological systems involved in human performance using light-based signalling.

Rather than defining LifeWave through an individual product or technology, Human Performance Technology provides a broader corporate framework designed to evolve alongside the company's science, product portfolio, and future innovation.

"We have to build a brand for the LifeWave we're becoming, not only the LifeWave we are today," Kelly added. "Our innovation will continue to evolve, so our positioning needs to give us the space to grow with it while creating greater consistency in how we tell the LifeWave story around the world."

Making the LifeWave Story Easier to Share

The positioning also gives LifeWave's global community of independent Brand Partners a clearer framework for introducing the company to new audiences.

From a sales perspective, that creates an opportunity to begin the conversation with the broader LifeWave story before moving into individual products.

"Our Brand Partners are incredibly passionate about our products, but our opportunity is bigger than any one product," said Shane Greer, Regional Vice President, North America. "Human Performance Technology gives the field a simple, powerful way to introduce what kind of company LifeWave is and why what we do is different. When that story is easier to understand, it's easier to share, and that gives us an even stronger foundation for reaching new Customers and growing our Brand Partner community."

LifeWave will support the positioning with new global brand materials, education, and approved tools designed to help Brand Partners communicate the company story consistently and confidently.

A Global Platform with Market-Specific Adaptation

Human Performance Technology will serve as LifeWave's primary positioning globally, with Human Potential Technology used in certain markets where appropriate to reflect local regulatory requirements.

Both expressions represent the same overarching LifeWave brand strategy and will be supported by market-specific approved messaging and materials.

Human Performance Technology is a corporate brand positioning and does not alter the claims permitted for individual LifeWave products.

Building for What Comes Next

The introduction of Human Performance Technology comes as LifeWave continues to invest in scientific research, product development, and technology innovation while expanding its presence around the world.

The positioning is designed to create a long-term platform capable of connecting the company's history of innovation with what comes next.

"Innovation has always been at the heart of LifeWave," Schmidt said. "There is still so much to discover about light, energy, and the human body. We believe we're only beginning to understand what may be possible, and Human Performance Technology gives us a platform from which to continue that journey."

LifeWave. Human Performance Technology.

About LifeWave

Founded in 2004, LifeWave is a global life technology company known for its patented, non-transdermal patches and expanding portfolio of wellness innovations. With product distribution in over 100 countries, LifeWave is dedicated to helping people access the body's natural energy through science-based technologies that support wellness at the source. For more information, visit: www.lifewave.com.

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Jenn Jimenez | Dunn Pellier Media

jenn@dunnpelliermedia.com

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SOURCE LifeWave