In an insightful conversation with Harjit Bahia, a seasoned medical professional, and Furqan Athar, a retail development expert turned advocate for regenerative health, we delve into their mission to revolutionize health and wellness in Dubai through ZOI-ME. Harjit, a breast cancer specialist, nutritionist, and founder of LONGEVITY-UK, combines her medical expertise and experience in personal training to create evidence-based programs at ZOI-ME. Furqan, who previously worked on mega-projects like Mall of the Emirates and Dubai Festival City, brings a fresh perspective, channeling his passion for biohacking and holistic wellbeing into their joint venture. Together, they aim to empower individuals to take control of their health, using cutting-edge diagnostics, artificial intelligence (AI), and regenerative therapies.
The origin of ZOI-ME traces back to Harjit’s work with LONGEVITY-UK, which she founded nearly five years ago. Initially, LONGEVITY-UK supported patients undergoing chemotherapy through a framework known as the “six pillars.” Over time, it evolved into a preventative health model. ZOI-ME is a significant extension of that work, marking the transition from a virtual offering to a physical, in-person facility. Harjit explains that ZOI-ME’s uniqueness lies in its holistic, one-stop-shop approach. “Clients don’t need to go anywhere else,” she notes. The physical space has allowed them to expand on the six pillars, adding regeneration and aesthetics to their services.
Furqan, the co-creator of ZOI-ME’s moonshot philosophy, sheds light on the document that drives the center's overarching philosophy. It’s not just his creation, but a joint effort between him and Harjit. The moonshot is a cohesive, data-driven approach, designed to educate clients, raise awareness, and help them take control of their health. Furqan emphasizes the importance of measurement. He explains that feelings alone aren’t enough to understand one’s health. Concrete data gathered through comprehensive tests, helps paint a clearer picture. “We aim to empower people to become the CEOs of their own health,” Furqan says, stressing the importance of using technology to prevent illness before it happens and stay out of the traditional healthcare system, where control is often lost.
In terms of measurements, the process is as deep as a client needs it to be. Furqan likens it to “going down a rabbit hole.” The journey begins with a basic comprehensive blood panel and body measurements to assess factors like body fat and lean mass. ZOI-ME also uses Dexa scans to assess skeletal bone density and muscle mass. Depending on the results, further tests such as gut microbiome analysis, genomics, or metabolomics may be necessary to uncover deeper health insights. The results from these tests guide the next steps in the client’s program, ensuring that each intervention is personalized and data-driven.
One of the center’s more advanced offerings is regenerative therapy, using stem cells and peptides to stimulate healing at a molecular level. Harjit explains that ZOI-ME doesn’t believe in “convincing” clients to undertake these therapies. Instead, they emphasize informed consent. A core part of ZOI-ME’s moonshot philosophy is to equip clients with the information they need to make informed decisions. Harjit acknowledges the skepticism surrounding regeneration therapies but explains that these treatments harness the body’s natural ability to heal. For example, peptides are chains of amino acids that already exist in the body. Stem cells are also naturally occurring and can be used to amplify the body’s regenerative processes. Harjit reveals that about 70% of ZOI-ME clients are on peptide therapy. Both she and Furqan use it personally, and Harjit has observed marked improvements in her gym performance and energy levels. Many clients, particularly those on weight loss journeys, are seeing similarly impressive results from the combination of peptides designed to improve lean body mass and aid fat loss.
Artificial intelligence (AI) plays a pivotal role in ZOI-ME’s diagnostic processes, enhancing the quality of medical decision-making. Harjit is quick to address the concerns surrounding AI, which often garners negative attention. She views AI as a tool that enhances, rather than replaces, human expertise. For instance, AI can analyze MRI scans to detect cancer cells that the human eye might miss. At ZOI-ME, AI centralizes and analyzes various data points—blood panels, biomarkers, imaging—and uses this vast pool of information to suggest precise interventions. Furqan explains that they’ve partnered with Longevity AI to develop a platform that integrates all the information gathered, from blood tests to movement and nutrition, building correlations between biomarkers. Over time, this system can predict potential health risks and offer preventative measures, creating a personalized health roadmap for clients that helps them avoid common health pitfalls.
Despite their deep expertise in oncology and nutrition, Harjit explains that ZOI-ME doesn’t focus on diagnosing specific conditions. Instead, they take a broad, principles-based approach to chronic diseases. Many chronic conditions share common root causes, such as obesity. For instance, Harjit points out that in countries like the US and UK, where obesity rates exceed 50%, cancer rates are much higher than in countries like Japan, where obesity rates are below 20%. ZOI-ME addresses these underlying risk factors to prevent a range of diseases, tailoring their approach to each client’s unique needs.
Furqan’s personal longevity journey serves as a guiding light for ZOI-ME. Now 51, Furqan is driven by a desire to remain healthy and active for his young daughter. He reflects on the common perception that life winds down by 70 but challenges that notion by asking, “What if you could feel as healthy at 70 as you do at 40?” This philosophy is at the heart of ZOI-ME’s mission—not just extending life but improving the quality of those years. Harjit adds that Furqan was ZOI’s first client, presenting with metabolic issues. The team was able to reverse his insulin resistance, lower his HbA1c, and improve his LDL levels, while also helping him reach his aesthetic goal of reducing his body fat to below 10% at the age of 50—a remarkable achievement.
When it comes to pricing, Furqan prefers the term “investment” over cost. He argues that people invest in houses, cars, and other assets but often neglect to invest in their health, which is the most valuable asset they have. He frames ZOI-ME’s services as an investment in longevity. For instance, if a program costs AED 10,000 and helps add a healthier year to someone’s life, Furqan believes it’s worth it. Harjit adds that their packages are tailored not only to the services clients receive but also to the time commitment they can offer. Whether a new mother juggling work or a busy executive, ZOI-ME designs programs that fit into clients’ lives, focusing on sustainability and long-term health outcomes.
Furqan recalls how his journey with Harjit began two years ago when he was looking for a program to improve his health. After following Harjit’s program virtually for six to eight months, he saw incredible results and realized that Dubai, a city known for its focus on biotech and health innovation, would be an ideal place to bring ZOI-ME to life. Together, they built ZOI-ME, a community-based health center where people could support each other in their wellness journeys.
At its core, ZOI-ME’s mission is to build a community centered around longevity. Furqan believes that health should be one of the top five daily discussion topics, not something people only talk about when a health crisis occurs. He envisions ZOI-ME as a place that fosters positive conversations about health and well-being, where clients are encouraged to prioritize preventative care.
As ZOI-ME is still in its early stages, Harjit and Furqan remain focused on delivering value. They ask clients to set their own Key Performance Indicators (KPIs), which guide the program's goals. Whether it’s attending the gym twice a week or lowering blood sugar levels, ZOI-ME tailors its approach to meet each client's specific needs. Providing consistent value to clients and staff alike is ZOI-ME’s top KPI and the foundation of their long-term vision.
While Harjit draws inspiration from blue zones—regions known for their longevity—she emphasizes that the challenge today isn’t knowing what contributes to a long, healthy life. Instead, it’s about helping clients integrate these time-tested principles into their daily lives. ZOI-ME’s goal is to bridge the gap between what science tells us about longevity and how modern society often prevents us from living according to those principles.
Also Read:
Maryam Pervez
Shahba Mayyeri
Shahba Mayyeri
Shahba Mayyeri
Shahba Mayyeri
