The Moment That Sparked a Revolutionary Idea
Joe Hanney and Toby Harris, co-founders of Recovery On Demand, were no strangers to the world of elite athlete training and recovery. From a young age, they had access to top-tier recovery tools and facilities—resources that were out of reach for most people at the time. As Joe worked as a personal trainer, he quickly recognized a gap in the system: his clients would see him for just two hours a week out of 168, and many of them spent considerable time commuting to and from their sessions.
The real challenges they faced weren’t just during those two hours of training but in the remaining 166—at home, at work, and in their daily routines. Recovery was crucial for progress, yet access to high-quality recovery tools remained inflexible, expensive, and time-consuming. At the same time, Toby had already built a thriving at-home sports massage business, proving that people craved convenience and privacy when it came to wellness. Seeing the demand firsthand, Joe and Toby knew there was an even bigger opportunity—to bring advanced recovery tools directly to people’s homes.
The Motivation Behind Recovery On Demand
With over 32 years of combined experience in health, biohacking, sports recovery, and fitness, Joe and Toby have worked with some of the world’s most elite athletes, including Usain Bolt, Carl Frampton, and Tai “BamBam” Tuivasa. As Asia’s #1 leaders in biohacking, their passion for cutting-edge recovery science has driven them to innovate and make wellness accessible to everyone.
What makes this industry special for them? Seeing individuals take responsibility for their own health—experimenting, learning, and using tools like ice baths, saunas, and Oxygen hyperbaric chambers (HBOT) to optimize their well-being. Their mission is about more than just selling products; it’s about empowering people with knowledge and access to recovery tools that were once only available to the elite.
Overcoming Early Challenges in Building the Brand
Starting Recovery On Demand came with its fair share of challenges. Logistics, importing, warehousing, and delivery were entirely new areas for Joe and Toby. However, with a clear vision and a hands-on approach, they quickly adapted.
From personally unpacking and shelving inventory to riding with delivery vans for installations, they ensured that every step of the process met their high standards. This dedication helped them build trust and loyalty among their clients. Instead of simply dropping off products, they focused on educating clients on proper recovery techniques, ensuring they could maximize the benefits of their equipment.
By launching with limited stock, they were able to refine their operations based on early customer feedback. The response was overwhelming—within a short time, they had a waiting list of 24 people, including six in just one week for hyperbaric chambers. Demand consistently outpaced supply, but by strategically reinvesting, they managed to scale effectively while maintaining quality and customer satisfaction.
The Minds Behind the Brand
Joe Hanney is a trendspotter in the fitness and wellness industry. His leadership style is influenced by an unwavering commitment to freedom, family, and fitness. He constantly looks for ways to push boundaries and challenge traditional models, ensuring that Recovery On Demand remains ahead of the curve.
Toby Harris, on the other hand, comes from an elite sports background, having worked as an Olympic-level coach. His discipline, resilience, and adaptability have been key drivers of the brand’s success. Unlike many entrepreneurs who follow conventional business strategies, Toby relies on his own instincts and problem-solving skills to build and refine the company’s approach.
A Vision for the Future of Wellness
Founded in August 2023 and publicly launched in February 2024, Recovery On Demand was created to bridge the gap between elite recovery tools and everyday consumers. While others have since tried to replicate their model, Joe and Toby remain focused on their mission: to make high-quality recovery methods seamless, accessible, and highly effective.
Unlike traditional wellness centers, Recovery On Demand brings the experience directly to customers’ homes. This eliminates long commutes, rigid appointment schedules, and concerns about hygiene and shared equipment.
Solving Real Problems and Changing Lives
Time is the most valuable asset anyone has. In a fast-paced city like Dubai, where traffic congestion is a daily struggle, spending hours traveling to wellness centers is inefficient. Worse, conventional recovery facilities rarely offer a personalized experience.
Recovery On Demand solves this by providing a fully customized, at-home recovery experience. Whether it’s ice baths, saunas, or hyperbaric chambers, clients can now integrate wellness into their daily routines without disruption. Many of their high-performing clients—entrepreneurs and professionals—have even started using their recovery sessions for work, creativity, and deep focus. Zoom calls from hyperbaric chambers? It’s already happening.
Core Values That Define Recovery On Demand
At the heart of the brand are three fundamental values:
- Professionalism – From seamless delivery to expert guidance, Recovery On Demand ensures that every client receives a top-tier experience.
- Personalization – Understanding that wellness is unique to each individual, they tailor their services to match clients’ specific needs and goals.
- Education – Providing onboarding, protocols, and coaching, they empower users to maximize the benefits of their recovery tools.
Clients consistently praise the brand for their detailed guidance and outstanding service, highlighting the value of having a team that genuinely cares about their wellness journey.
A Tagline That Says It All
“Recovery, On Your Terms.“
This motto captures the essence of Recovery On Demand—wellness should be convenient, accessible, and tailored to individual needs. No more waiting rooms, no more travel time—just seamless recovery at home.
The Future of Recovery is Here
Joe and Toby are not just selling recovery tools; they are changing the way people approach wellness. With growing demand and expansion plans on the horizon, Recovery On Demand is set to become a global leader in at-home recovery solutions.
For those looking to optimize their health, recovery is no longer a luxury—it’s a necessity. And with Recovery On Demand, it’s now easier, more accessible, and more effective than ever before. Do follow their page on Instagram and co-founders Joe Hanney ( Instagram ) and Toby Harris ( Instagram ) and Company’s Linkedin.
