A new company markets preventive healthcare!

Thomas Spritzler, CEO of the Vince Lombardi Institute, is turning healthcare on it's ass and shining a light where the sun doesn't normally shine.

"We take away your alcohol, tobacco, that Colombian hash you enjoy and administer electric shocks if you don't exercise sufficiently. Oh, yeah...there's sex. A lot of sex".

The Case for Preventive Healthcare

Atria targets a system in which ‘both sides of the marketplace are wildly unhappy.’

By Andy Kessler, WSJ

July 19, 2026 4:08 pm ET

“People have basically become resigned to the fact that healthcare sucks, it’s going to get more expensive, access will get worse.” I’m sitting in the New York City location of Atria Health with founder Alan Tisch. He’s making the case for preventive care.

“All of the incentives in our healthcare system are to treat sick people, and the sicker people are, the more money everyone makes,” he says. “There’s not even a billing code or a system for preventive healthcare. Doctors, scientists and technologists lost control. Healthcare is the only system on earth where both sides of the marketplace are wildly unhappy.”

He expects pressure for change: “People born in the 21st century don’t want to live that way. Consumer mindset and interest is massively shifting towards preventive health, wellness and longevity. They want to know where they stand, they want incredible amounts of data, they want to be proactive, and they want to be technology-enabled.”

Atria Health and Research Institute calls itself “a precision-based approach to preventive medicine and longevity” with offices in New York, Los Angeles and Palm Beach, Fla. Four more are planned in the next two years. Mr. Tisch says members (currently 5,000) pay “$20,000 to $75,000 per year that covers everything that we do within our four walls.” Atria makes $150 million in annual recurring revenue and is profitable from operations, he says.

At first glance, it looks like a concierge medical practice with 120 doctors. Mr. Tisch disagrees: “What concierge doctors delivered was their cellphone number and lower wait times. So you basically are paying thousands or tens of thousands today to get the same thing that you had in 1990 for free.”

Mr. Tisch describes what makes Atria different: “I have $25 million worth of imaging equipment here in New York.” Atria’s fees cover “all imaging, labs, 15 medical subspecialties from internal medicine, cardiology, neurology, gynecology, endocrinology, GI, pulmonology, medical dermatology, pediatrics, geriatrics, emergency medicine, as well as lifestyle, nutrition, sleep, exercise, physiology, functional medicine, and naturopathic medicine, as well as gerotherapeutics, all in one place. We need to build something that is going to change healthcare long term.”

How? I’ve long been a proponent of early detection and preventive care but have been disappointed by the glacial pace of change in medicine. I mention that ObamaCare had provisions for preventive medicine. “All of it’s been fluff,” Mr. Tisch interjects.

He wants “to build a new healthcare system from the ground up, solely optimizing for prevention of disease and prolonging healthy life using every tool, technology, piece of scientific and medical information available to us.”

In theory, savings should be multiples of the amount spent on prevention. Will they be? “The only way there’s going to be change is if there is a proof point of a model that actually works and is scalable, then you can force change, but right now you have a chicken-and-egg problem with the data.”

That takes time. Mr. Tisch, 38, is playing the long game. “We’ve built the deepest data set on healthy humans ever built before. The Mayo Clinic’s platform has seven million records, but they really have vital signs, and they find out when you’re sick. At Atria, every single one of our patients gets whole-body MRI, whole-genome sequencing, quarterly labs, wearable devices, plus all their previous medical records. We’re building longitudinally with serial imaging. Our intention is to use that database and eventually open-source it, such that it can be used for pharmaceutical development as well as policy changes.”

He observes that new health data is all around, including from Oura rings and smartwatches. “What’s missing is the interpretation layer and the action layer on that data.” Example: “Blood lab reference ranges are not personalized by age, race, gender or ethnicity. Telling a 19-year-old female and an 89-year-old male that they have the same target makes absolutely no sense. It’s 2026, yet that’s how prehistoric our approach to preventive health is today.”

“This system isn’t scaling,” Mr. Tisch says, “so split healthcare and sick care into two systems: one of them reactive care covered by employer and government, the other one a prevention allowance—a 20% allocation. . . . Consumers choose where they spend it.” At-home genetic or blood tests. Prenuvo body scans. Ro. Wearables. Amazon’s One Medical. Artificial intelligence over time can peruse the data, find patterns and change the interpretation and action layers.

“I think it can work in healthcare because the current system’s not working. Costs are going up for government payers, employers, and I think you’re starting to see massive cracks in that,” Mr. Tisch concludes. “To change the population level, we need to change the model. We need to change the incentives.” He’s one to watch.

Write to kessler@wsj.com.