Home » Podcast » What To Do Before & After A Stem Cell Treatment (Send This To Your Doctor Too!) With Dr. Joseph Purita

What To Do Before & After A Stem Cell Treatment (Send This To Your Doctor Too!) With Dr. Joseph Purita

Boundless Life Podcast promotional graphic featuring a headshot of Dr. Joseph Purita, a smiling older man wearing a white lab coat, against a light background with the podcast logo and microphone icon.

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What I Discuss with Dr. Joseph Purita:

  • Dr. Joseph Purita, Chief Medical Officer of PUR-FORM, his 40 years pioneering regenerative medicine, and why he considers himself an early-day biohacker…03:29
  • How extracorporeal blood oxygenation and ozonation EBO2 therapy works: blood passes through a dialysis filter, is exposed to ozone gas, then treated with photobiomodulation before returning to circulation, and how that supports the immune system, reduces inflammation, and helps clear toxins, mold, forever chemicals, and viral load…06:36
  • What each of the six light wavelengths of photobiomodulation does at the cellular level, from red and infrared activating cytochrome c oxidase in the mitochondria, to UV-A stimulating heat and cold shock proteins (which repair misfolded proteins linked to neurodegenerative diseases), and UV-C light working with ozone to damage viral membranes and inactivate viruses…09:31
  • Selbex, a Japanese compound that potentiates heat and cold shock proteins, and why he uses it as an enhancement tool alongside saunas and cold plunges…11:08
  • Why Dezawa MuseCells are “the supermen of MSCs”: how sphingosine-1-phosphate (S1P) acts as a chemical beacon guiding them to injury sites and why they don't get stuck in the lungs like regular mesenchymal stem cells (MSCs)
  • MSCs support repair by signaling other cells, while Dezawa MuseCells regenerate tissue…20:37
  • How Dezawa MuseCells are sourced from umbilical cord tissue, identified using SSEA-3 markers, and culture-expanded, and why they may offer pluripotent capability (ability to become many cell types) without the tumor risk seen in iPS cells…22:51
  • Where he sources his Dezawa MuseCells, why he trusts MuseCell Innovations as an FDA-compliant lab built on the research of Dr. Mari Dezawa, and the questions every patient should ask before receiving any stem cell treatment…25:53
  • Stacking therapies in the right order: why EBO2 is used first to clear inflammation, followed by IV therapies, how photoactivation can boost the effectiveness of stem cells and exosomes, and photoactivating NAD before infusion improves tolerability and reduces infusion time…27:16
  • Intermittent hypoxia therapy (IHT) for boosting stem cell output and supporting regeneration…32:50
  • Why PEMF may be less effective for stem cell support than shockwave therapy, red light therapy, and peptides like BPC-157, TB-500, and GHK-Cu…34:30
  • The role of nitric oxide support (e.g., Neo40) and hyperbaric oxygen therapy (HBOT) in increasing stem cell release, and how IV therapies like curcumin, epigallocatechin gallate (EGCG), spermidine, and photoactivated methylene blue can improve absorption and effectiveness…35:20
  • How intermittent hypoxia (low-oxygen exposure) boosts erythropoietin (EPO) for increased red blood cell production, and hyperbaric oxygen therapy with strategic air breaks may enhance performance, stem cell output, and longevity…40:48
  • What's emerging in regenerative medicine: hydrogen therapy, Klotho protein and its link to aging and neurodegeneration, gene therapy (including follistatin), and concerns around high-dose fish oil…43:23
  • Why he believes Dezawa MuseCells could be as transformative as MSCs, along with recommended protocols for preventive and therapeutic use…48:24

In this episode with Dr. Joseph Purita, Chief Medical Officer of PUR-FORM and a pioneer in regenerative medicine with over 40 years in the field, you'll explore the cutting-edge therapies, protocols, and emerging science reshaping what is possible in human health and longevity.

Dr. Purita breaks down how EBO2 works, why photobiomodulation across six distinct wavelengths, each targeting a different cellular mechanism from mitochondrial energy production to viral inactivation, does far more than most people realize for healing and cellular regeneration, and how therapies like intermittent hypoxia, hyperbaric oxygen, and photoactivated NAD IVs can be stacked.

You'll also get a deep dive into Dezawa MuseCells, what makes them fundamentally different from regular MSCs, how they home in on damaged tissue like a magnet using S1P signaling, and why Dr. Purita believes they will be as transformative as MSCs were 20 years ago.

Beyond stem cells, you'll hear about the underrated IV therapies Dr. Purita uses at PUR-FORM, from photoactivated methylene blue and curcumin to intravenous spermidine and EGCG, the peptide stack he relies on, why nitric oxide support is central to his stem cell protocols, and what he has his eye on next including hydrogen therapy, the Klotho protein, and the emerging role of gene therapy in longevity medicine.

Dr. Joseph Purita is a board-certified orthopedic surgeon who has been at the forefront of advancing stem cell and biologic therapies to transform healing for patients with complex health and musculoskeletal challenges. He is also a sought-after global speaker in the regenerative medicine industry, most recently educating his peers on the science and clinical potential of Dezawa MuseCells. Known for both his clinical expertise and innovative protocols, he continues to push the boundaries of what's possible in patient care.

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Do you have questions, thoughts, or feedback for Dr. Joseph Purita or me? Leave your comments below, and one of us will reply!

Ben Greenfield 0:01

Ben. My name is Ben Greenfield, and on this episode of The Boundless life podcast, you're not

Dr. Joseph Purita 0:06

going to do anything to maybe change the course of medicine, but in regenerative medicine, we're at a point where anybody in that audience potentially could make some significant changes. And really do we can biohack our way to better health.

Ben Greenfield 0:21

Welcome to the boundless life with me. Your host, Ben Greenfield, I'm a personal trainer, exercise physiologist and nutritionist, and I'm passionate about helping you discover unparalleled levels of health, fitness, longevity and beyond. Ben,

Ben Greenfield 0:43

Dr Joseph Purita, but he just told me I could call him Joe, so maybe you guys can call him Joe too. He has come up on my radar, recommended by a few people, as somebody who's kind of at the forefront of thought leadership and practice in regenerative medicine. He's the chief medical officer at pure forum. He's a board certified orthopedic surgeon. He is somebody who I've actually seen published some very interesting work on the science and clinical potential of stem cells, including a form of stem cell I've personally been very interested in lately, called Muse cells. And he practices, you're in Florida, right, Joe, I'm in

Dr. Joseph Purita 1:31

Florida, Boca Raton, about a half hour, you know, north of Fort Lauderdale and south of west palm.

Ben Greenfield 1:37

Okay, got it. And by the way, for those you listening, I'll put a link to Joe's clinic and everything else we talk about. If you go to https://bengreenfieldlife.com/purita Joe, how long you been doing this?

Dr. Joseph Purita 1:53

Think about it. Now, about 40 years more or less, I've been in practice, but I was always into the cutting edge ever since I was in my residency. Even really,

Ben Greenfield 2:01

what do you mean that you were always kind of like into, like newer machines that were coming down the pipeline, or new forms of treatments, or

Dr. Joseph Purita 2:09

biologics, little bit of everything. So 40 years ago, I was doing laser dystectomies. 40 years ago, I was using Collagenase to dissolve discs and things like that. Because I'm being an orthopedic surgeon by training. So I was always intrigued by, hey, what can we do to make this better? And you know, people would laugh at me, and I got used to it and said, Okay, fine. And then, of course, the people that laugh said, Hey, can we come and train with you now? And that kind of has been the Express of my life, so to speak. Yeah, you almost

Ben Greenfield 2:38

sound like an early day biohacker or something like that,

Dr. Joseph Purita 2:42

yeah, I guess so. I mean, you know, and I'd say, almost like, one day I came biohackers, and that's sort of what I'm doing. Okay, so there you go. We have a little bit of a

Ben Greenfield 2:50

kinship, yeah, in a way, if you consider to be the use of, you know, science, technology and self quantification to enhance human potential above and beyond what it might be able to achieve in its native state. It sounds like that's a lot

Dr. Joseph Purita 3:03

of what you do. You hit it right on the head, and a lot of it is self taught. And I'm sure most biohackers are self taught. I mean, you just can't find this in regular, formal training. Yeah. Is it just me,

Ben Greenfield 3:13

or does it seem like the field of what you might call regenerative medicine as a whole seems to have really exploded lately, like in the past 10 years, you know, Anti Aging and Longevity and joint rejuvenation. Or has it always been like that?

Dr. Joseph Purita 3:27

You know, it's kind of been in the in the background, but now it's, as you say, it's exploded, and the genies out of the bottle. I mean, even regular medical schools now are talking about having a department of regenerative medicine. It's no longer kind of boohooed and not to thought to be science. It's very much scientific. We basically are mimicking what nature does, and we're just doing it in a different way. So what kind of

Ben Greenfield 3:50

things do you have in your clinic, like if I were to walk in there, what kind of therapies are you utilizing?

Dr. Joseph Purita 3:57

Well, one thing that we really utilize, and we feel that we're kind of the leaders of this is something called EBO, two extra corporal blood oxygenation and ozonations. What does it mean in everyday English? Well, the blood basically leaves the body on one IV line. It goes into a dialysis filter that's slipped upside down. It then mixes with ozone gas, and no ozone ever enters the body, because as soon as the ozone comes in contact with the blood, it becomes other compounds, including oxygen, hydrogen peroxide, et cetera. The second part of this procedure, which is very unique, is that we then put the blood in something called a hemoluminum machine, which subjects the blood to six different color lights, and then it goes back into the body. Now, remember, your circulatory system is a superhighway of your immune system, so we're really revving that immune system up. We're basically reducing inflammation. We're getting rid of viral loads. We're getting rid of molds, toxins, forever, chemicals, petroleum products, etc. And not only do we do that here, but we basically teach this technique all over. The United States, the Caribbean, Europe, Turkey. My head nurse is no longer in the office anymore. She's literally on the road during the week teaching other doctors how

Ben Greenfield 5:09

to do this. Man, what's a machine like that cost to have in your clinic?

Dr. Joseph Purita 5:12

I believe it's more or less around $32,000 total, is what what we would charge other clinics. But that includes, you know, very precise training. What we do is we're not interested in just selling a unit. We want to make sure it's being done and being done correctly, or we don't want to have those people involved with us. Yeah. What are the lights do? Another very interesting topic, it's called photobiomodulation, meaning that the light therapy can affect the cells in very, very good ways. It can go down to the molecular level and the cellular level that it has those effects, the lights are basically red, infrared, which is an interesting blue, green, and ultraviolet a and ultraviolet C.

Ben Greenfield 5:52

And does, does each spectrum of light act on a cell in a different way? Is that way? There's six different frequencies.

Dr. Joseph Purita 5:59

That's That's exactly correct. I'm actually the medical director of that company too, the honey lumen company. So for instance, many people know about the benefits of red light. Now, what does red light do? Well, it stimulates an enzyme or a coenzyme in the what we call the electron transport chain, which is basically how the mitochondria produce energy. It's called cytochrome c oxidase. That's red light. Now, infrared can do the same thing. But another very important aspect of infrared light is its effect on the cell membrane. Now, the cell membrane is the eyes and ears of the cell I'm actually giving a talk on the cell membrane next weekend, I believe, at the a forum meeting in West Palm Beach.

Ben Greenfield 6:37

Oh yeah, okay. You know I was, I was actually supposed to give a talk there, and I had a conflict. Otherwise I would, I would meet you face

Dr. Joseph Purita 6:45

to face. Well, listen, you have an open invitation come visit us. So anyway, the infrared light can affect something called cytochrome c oxidase. It basically affects the membrane. And that cytochrome c oxidase, again, not to get too technical, is a singling factor. And then you have green light, which can basically affect some of the circadian rhythms. And same as blue, they can also help healing of tissue. Now, ultraviolet, A is a very interesting wavelength of light does is it can help cause the formation of what we call heat and cold shock proteins, mainly heat shock. Now these, these are important things because they are acting like little helicopters. They basically hover over the protein to make sure it falls properly in the cell. Misfolded proteins are responsible for many bad diseases such as Alzheimer's and many other neurodegenerative diseases and ultraviolet C, which most people don't have in our unit has basically can go after viruses and things like that. So the viruses and things like that, they get damaged by two things, the ozone itself damages the lipid membrane. Once that membrane of the virus is damaged, the DNA and RNA exposed, and that virus is not going to survive. And whatever is not damaged by the ozone is then damaged by the ultraviolet sea light.

Ben Greenfield 8:01

So, yeah, the UVA piece. You know, a lot of people will do the sauna, either infrared or dry sauna, to produce heat shock proteins. But you're saying, like, a certain

Dr. Joseph Purita 8:08

spectrum of light can do that as well, absolutely, you know, you know, heat and cold shock protein is a misnomer. You know, I gave electrode at a for a couple years ago. It should be called stress shock proteins. And I'm going to give you a little pearl now. There's, there's a compound. It's from Japan. It's basically for also a medicine, I believe it's called cellbecks. You can get it online. I had no trouble getting on but it's a potent stimulator of the heat and cold shock proteins. Remember? So that's something I recommend to my patients when they come here. Said, Hey, you got to do cold shock or heat shock protein, or, you know, the saunas take these medications, it'll much enhance the effect. Oh, really.

Ben Greenfield 8:46

So you're not just using that as, say, like a substitution for someone who thinks that that ice baths suck. You're actually using it as an enhancement tool.

Dr. Joseph Purita 8:55

You hit it right on head. It's an enhancement tool, and that's what we always look for. How to make things work better sell Becks or sell Becks. I can send you, I can send you an article I wrote about it.

Ben Greenfield 9:04

Okay, cool. Yeah, I would love that. I'll put it in the show notes. You know, you were talking about filtration, but obviously, kind of like a hot topic for a lot of people right now. Is this issue with microplastics? Does the EBO to address that at all? Or do you have, like, a different filtration mechanism for something

Dr. Joseph Purita 9:21

like that? Well, we use a dialysis filter again, it's flipped upside down. So we are filtrating a lot of different things we suspect, and I have to be honest with you, we suspect that we're going to find that there's going to be a lot of microplastics that are going to be trapped in the filter itself. We haven't analyzed yet, yet, but we said we did send for an analysis the fluid that we're getting from the patients, and it would show high levels of mycotoxins, high levels of forever chemicals, petroleum products, you know, the glyco phosphates that we have, unfortunately, our food chain, and things like that. So those we know we're removing, but

Ben Greenfield 9:54

theoretically, what you're going to be able to do is test what's kind of trapped in that filter, send that off. And then you'll get an answer about whether EVO two could assist microplastics. We will do that.

Dr. Joseph Purita 10:04

We're literally going to be doing that, probably within the next couple of weeks.

Ben Greenfield 10:08

Yeah, interesting, like I mentioned earlier, I noticed that you've, you've written some things about stem cells, and one of the the articles, I think this, was on LinkedIn that I saw you, described a mechanism of action via which these, these stem cells, called Muse cells, can kind of home in to an area where they're needed most, which I think is kind of like a new thing in the in the field of stem cells. I'm curious to hear about your take on how they might do

Dr. Joseph Purita 10:38

something like that. Well, you know, I've been doing stem cells for 20 years or so, so I'm very intimately involved with them. You know, initially I was doing a lot of the autologous meeting from the patient himself. But I've now, you know, kind of do hybrid I'll use the patients. I'll use cells from the umbilical cord, etc. But, you know, it's interesting. I've always been intrigued by the Muse cells. Now, Muse cells were discovered by accident. You know, a lab tech forgot them in some in some experiment he was doing, and all of a sudden they came in over the weekend, after the weekend came in, and they said, Wait a minute. All the cells died, except one certain type of cell. And lo and behold, they discovered the Muse cells, which means multi lineage, stress enduring cells. So these cells are like the super men of stem cells. You know, when we talk about stem cells in the world of regenerative medicine, we're talking basically about, most of the time, what we call mesenchymal stem cells, which are, you know, kind of the real meat and potatoes of stem cell world. And these were described initially by Dr Arne Kaplan, who I consider the grandfather of stem cell therapy. He was calling them, not stem cells. He said, Oh, these are really what we call medicinal singling cells, meaning they're sending out a whole bunch of singles that what we call, in this field, the paracrine effect, where they're basically sending out signals to other cells to do certain things, and they can help repair tissue. Now, a muse cell, on the other hand, yes, it can repair tissue, but more importantly, it can regenerate tissue. And that's one of the big distinctions, right? And we can get into that a little more. Now, another thing about the stem cells, you know, many times I would give them into the joint itself without a problem, but we would also use them intravenously. Now, don't get me wrong, we've had good results using them intravenously, but what happens is, typically, these cells, these MSCs, these mesenchymal stem cells, pretty much get trapped in the lung. Two reasons, the size and the fact that the, you know, the capillaries within the lungs are kind of sticky, and they kind of hold the cells in place. Now the cells, and there's a lot of good literature out there that says, for these cells to really work, they need to undergo a process called apoptosis, meaning they have to die. Now, when they die, they release certain growth factors, exosomes and things like that, and they go into circulation, and they can do a lot of their magic, and some of them also gets converted into something called T reg cells. Now, a T reg cell is a cell that can last a long time, and it can significantly reduce inflammation in the body. So that's how these cells would work. But this conception, and I never would really could never buy into it that these cells go and they start regenerating the tissue. That's Baloney, okay, they don't do that. They don't really last.

Ben Greenfield 13:32

Baloney, was like a normal MSC?

Dr. Joseph Purita 13:35

Yeah, a normal MSC is typically not going to it. Basically, can help repair things. It gives exosomes and other compounds, other growth factors that can hopefully call in other cells. Now the big difference is the way that these things home. Now, what do we mean by homing? Homing is basically the ability to get attracted to something, and this is where we start looking at the cell membrane. That's why I said to myself, I have to learn about the cell membrane. Hence, I'm giving the talk next week on the that but, but on the cell membrane, there's certain what we call receptors and things like that. Now, the Muse cells, they basically about the same size as an MSc, but when you give those intravenously, they don't really get trapped in the lungs, because they have such a strong homing ability that they just get pulled out of the lungs, whereas MSCs will stay there.

Ben Greenfield 14:24

So it's less about the size and more about something on their surface that's causing them to be pulled like a magnet.

Dr. Joseph Purita 14:31

That's a great analogy, just like a magnet, because remember now MSC. You know, a Muse cell is sort of a specialized MSC. I call it the Superman of the MSCs. They're in the same general population, same size, more or less. But the ability for them to leave is dramatically better. You know, you get way less than 1% of the MSCs incorporating into tissue and things mu sell. It's at least 15 or more percent. So significant in the world of biologics that. Say, major difference?

Ben Greenfield 15:02

Yeah, so, so. So, if a regular MSC is getting stuck in the lungs, for lack of a better term, is that just an issue of patient perhaps wasting their money on stem cells because they're not going to where they need to go? Or is there an actual risk, like, you know, some kind of vascular obstruction or something like that that might occur if these

Dr. Joseph Purita 15:25

cells are in the lungs. Well, let me give you a couple. There's a couple of different answers we have here. So first of all, it's not a waste of money. It's still very beneficial because of the fact that these cells are gonna, you know, they're gonna die, essentially, but that's how sometimes they work. Once they die, they're releasing exosomes. They're releasing other growth factors. Some of them get converted to T reg cells. Now, the one thing you have to be careful about, though, is when you give these cells, you know somebody, and I was talking to someone a couple weeks ago, they said, oh, I want to just use a much higher number than they normally use. I said, Well, when you start using too many cells, and too many of them get clogged, it you could potentially have problems with your lungs and things like that, so you got to be a little bit careful. You have to use, you know, a reasonable dosage, but they will still do good for you. So don't get me. I don't want to have this misconstrued that, no, they don't do any good for you because they can't not as good as a new cell.

Ben Greenfield 16:14

Well, though, yeah, okay, you said, you said, there's a difference between repair and regeneration. What do you mean?

Dr. Joseph Purita 16:21

Well, repair. It's just like, Okay, you have a problem with your roof. Let's go do a little repair on it. You know what? I just want to get a new roof. So basically, you know, MSCs typically can't really reproduce that tissue. And this brings us to another fact of how the Muse cells work. So what Muse cells do is they go in and they do a process called phagocytosis. Now, what does that mean in everyday English? Well, it's kind of like they go in and grab pieces of that disease cell or that dead cell. But here's the beauty of it. What they do then is they basically take that cell in and they basically analyze it's what we call transcription factors. These are factors that actually give the genes instructions of what to do. So what they do is they analyze it. You know, a good, good way to to maybe think about it. Think of them as the Muse cells, as Navy SEALs. They get put into a very hostile environment. They have to basically read the local Intel to really figure out what to do, and then they get their job done. And that's kind of what Muse cells are doing. They're basically with this phagocytosis, going after the bed, dead tissue, taking it in, analyzing it, looking at its basically transcription factors. And they can become that cell. MSCs cannot become the cell that you put it in. No matter how much you try. It's not going to happen that mean that

Ben Greenfield 17:40

when you say sorry to interrupt, but when you say they could become a cell? I mean, the one thing a lot of people think about it, you know, I have a lot of athletes and exercising individuals who listen in, is collagen, you know, collagen breakdown leading to, like an arthritic joint. Is there any evidence that it could regenerate something like that?

Dr. Joseph Purita 17:59

Well, we think so. I mean, you know, you know, listen, I tell patients all the time when I do stem cells, I do it from bone marrow, I do it from fat, I do it SVF, I mean, I do the allergenic stuff, I tell them, Look, we're not going to cure you, but we hopefully can arrest the process and maybe regrow something. But again, it's because you're calling in other cells. You that's why you want to really, kind of get that ground, so to speak. You want to really till the ground and really make it so it can help we reach prayer and reduce things and get get things better. Yeah, I

Ben Greenfield 18:28

know a lot of times mesenchymal stem cells. Or would you say Kaplan calls them something messengers,

Dr. Joseph Purita 18:35

medicinal singling cells.

Ben Greenfield 18:36

Medicinal singling cells, let's just say MSCs are harvested from birth tissue, like, like, umbilical cord. Is it the same thing with

Dr. Joseph Purita 18:45

mu cells? As a matter of fact? Yeah, it is, because that's probably the most reliable source of really vibrant, you know, vibrant cells. So what they're going to do, we're going to harvest it from the umbilical cord, and then they're going to culture, expand the cells. You know? What happens is, you can't do too many, what we call passages, too many generations, because then they may lose some of their ability to be mus cells. Remember, Muse cells are again a form of MSC, okay, so,

Ben Greenfield 19:12

so when you extract the like the Muse cells from something like umbilical tissue, are they in there, along with all the other MSCs, and somehow need to be, like, filtered out? Yes, and

Dr. Joseph Purita 19:27

that, you know, that's a process that they'll do. They'll filter them out, and then they'll culture expand it. Now, typically, when you're giving the mu cells, you're also going to have a certain percentage of MSCs, you know, we again looking at the cell membrane, we look at something called the SS EA three. This is a marker on the cells, and that's what tells us what's truly a muse cell. Because otherwise, just looking at it, it's hard to say. You can't necessarily say, Oh, well, this is the cell. That's a muse cell. It's going to do this, this and this. You have to really look at these markers, so it gets rather technical, but you have to. Technical to get success when all said and done. I know this is

Ben Greenfield 20:03

probably a difficult question, or it might be, but because they can turn into any cell, Is there potential risk of cancer?

Dr. Joseph Purita 20:12

No. Title at my lecture was mu cells, cells with pluripotency, meaning they can almost form any cell without any tumor genicity, so the mu cell does not have high amounts of what we call telomerase, which is a basically something that it keeps the tell telomeres from shortening. They don't have much telomerase, number one, and and they don't have the ability to really form tumors. They don't form teratomas or anything like that. Now there's another cell that's similar, iPS cell, induced pluripotential stem cells, and one of the problems we find with those is they can form tumors. So I think that Muse cells are going to replace those cells. Now we're going to use those cells still to do drug studies and things like that, but I you know they're still using use clinically, but I think mu cells are going to take their place much safer cell. Why would you want to do something that potentially could be a cancerous cell?

Ben Greenfield 21:03

Yeah, more and more these days, I hear people who are thinking about getting whatever, like plasma or stem cells or anything like that, talk about, well, how do you know that the person who they came from is clean? You know, you even hear people nowadays talking about, like, you know, was that person vaccinated?

Dr. Joseph Purita 21:21

Protein. Absolutely, I'm asked that a lot of times. Yeah. So what do you do about that? Well, you know, you basically have to go by the laboratory. And in this case, we're using, you know, the, I think the number one source right there that we're using from Dr diwazza herself. So there you are.

Ben Greenfield 21:38

So is that? Is that? Um, where they go? I was talking with another guy last week,

Dr. Joseph Purita 21:44

MCI, Muse cell, same company, yes. Muse selling, yeah. So they're, you know, they're basically looking at all these cells. And most of the companies out there that are using regular allergenic cells, they really scrutinize these things. You know, most of them are FDA compliant labs and things like that. So I'm not really too worried. I have no qualms of giving it to myself or my family, and that's usually what I use to determine what I'm going to give to a patient. Would I do it on my own self or my family? If I would, yeah, then I'll give

Ben Greenfield 22:11

it to a patient too. Okay, so if so, if you were getting if somebody listening was going to go get Muse cells and ask their doctor about Muse cells, they might have to go one step further and actually ask where they came from.

Dr. Joseph Purita 22:21

Well, I think, you know, you might want to see where they where they came from. I mean, look, there's some sources, but I would do that with any cell, not just the new cell, because, you know, there's some unreputable people out there that are, you know, just trying to make a quick dollar and maybe not taking the sterility aspect, you know, seriously and things like that. So you got to be very careful find out where they came from, and if it's a compliant FDA Lab. I'm not saying that the FDA has approved these cells for use, but at least the laboratory has been approved to be a very strict protocol.

Ben Greenfield 22:53

Yeah, I'm a big fan of stacking protocols, like I gotta, you know, I have a red light bed, and it makes PMF, the little, you know, hydrogen inhalation thing that added to it. So you're doing three treatments at once. And, you know, I'd imagine in a clinic like yours, I do want to hear more about some other cool tools you have there that you do have to choose the order in which you do certain therapies correctly, because, you know, you were just describing the EBO too. You wouldn't want to, like, do that and then, or you wouldn't want to get stem cells and then do that, like, in the same visit or during a series of treatments at your clinic, right? Because it

Dr. Joseph Purita 23:29

pull out the stem cells. What you want to do again, you want to prepare that soil first. So I'd recommend you do EBO two first. Kind of get rid of a lot of the junk, a lot of your viral things, a lot of inflammation. Give them a better chance to survive. Remember, the body is a very hostile area to begin with for these cells, and anything you can do to make them be a little healthier,

Ben Greenfield 23:48

why not? Yeah, okay, this is going to be fun, because I know you've got other other toys there. Let's say you could wave a magic wand and somebody was going to, let's say somebody was going to come in and do stem cells. Sounds like you'd have them do EBO two. What else are you using to, kind of like, prepare the body before? And I'm also kind of curious what

Dr. Joseph Purita 24:06

you might do after. Okay, so basically what we would do then is, once we kind of do EBO two, or something like that, we may give some different IVs sometimes, you know, NAD or Nicolas, we like that. Now, what we do with all the cells, anything that I inject into a person initially gets photo activated. We have a little light that I've more or less invented. It's called a pure light where I can get syringes of maybe 1020, cc's, and I can put bone marrow aspirin. I can put fat in there. I can put umbilical stem cells, and we photo activate them maybe three, four minutes. We hit them with different color lights, because we know, for instance, that red light can make the mitochondria more healthy and more ATP. But interestingly enough, for stem cells, if we hit them with a blue light, we can actually increase the amount of exosomes they're producing. And another thing that's very interesting is we're actually photoactivating Our exosomes and things. Is like that which I can defy. I defy you to find anybody else is doing that, because that's our own little invention.

Ben Greenfield 25:06

Before somebody gets, like, an exosome IV or injection, you're using light therapy on the bottle of exosomes on the

Dr. Joseph Purita 25:12

bottle that we put into a syringe, we mix it with other things. And we have, and I've worked with some, you know, light engineers and things like that. So we really designed this to the I mean, I was crazy when I was first working with photo modulation. I pre D printed these little boxes, and I'm basically with little mirror tiles, cementing them into this box and then running a line of blood through there. But, you know, it was a primitive thing. But what we have now is way better than everything. Yeah. Is it true that

Ben Greenfield 25:38

photobiomodulation can also act as a sort of signal, like to draw stem cells into an area where you'd want

Dr. Joseph Purita 25:47

the most. Well, I think you can maybe say that, because, again, it's not the photomodulation itself. It's what it does, basically the growth factors, releases. And one other thing, when we talk about photomodulation, we have to it's very important to mention this. You basically want to use the pulse light rather than continuous pulsing in in the biologic world, is so much better. Now, one other thing I want to mention about the the photo activation, because there's photo modulation of photobiomodulation and photoactivation, we're also activating a lot of our IV therapies here too. We do, for instance, before we use methylene blue, it goes into a red light.

Ben Greenfield 26:23

Oh, I've done that. I did that at your Dr John Laurence in Sarasota, Florida. I did a methylene blue IV at his clinic, and he hangs like, like a red light panel next.

Dr. Joseph Purita 26:32

But they're trying to copy us, more or less. But we do it basically before it even goes into the IV bag. Then it's really photo activated, because we're putting in that little syringes. Then we put it. We do that with it. We do that with curb. We've even found that it seems to help, believe it or not, the tolerability of NAD intravenously, when when you

Ben Greenfield 26:50

expose the patient or the IV bag or the NAD no before it even

Dr. Joseph Purita 26:55

goes into the bag. You know, we get it from the pharmacy. That's interesting.

Ben Greenfield 26:59

You ever theorized about the mechanism of action that someone might tolerate NAD better?

Dr. Joseph Purita 27:03

Oh, absolutely. I have an article I wrote about it. But basically, what we're doing is we're kicking electrons into an outer shell, and that's making the NAD more tolerable. And patients say, man, it cuts the time down by about 50% now the other thing we do is we give TMG trimethylglycine, which is exercising, a pill. And the other trick with intravenous NAD is have the patient sip on coffee, because coffee, basically, the caffeine, has an enzyme that works against something that makes the body be able to take the NAD a lot easier. So that makes a big difference. Unless you're using nitrogen and nitrogen, you're not really getting too much away your symptoms, another little jaw pain

Ben Greenfield 27:41

here and there. Yeah, I know I'm throwing you the food curve balls. But I've also heard about some doctors who will give their patients some kind of methylating compound, like tri methylglycine or Sam e before an NAD IV, because apparently it speeds up methylation process, and that also contributes to the kind of like discomfort you get with NAD No. As a matter of

Dr. Joseph Purita 28:00

fact, it's the, well, your TMG just to basically demand the discomfort, not the other way, right? Yeah, yeah, that's what I'm saying. Yeah, yeah. We do that all the time. That's standard. And I also give Sammy at the end, it seems to potentiate the NAD a little better. Yeah, this is super interesting.

Ben Greenfield 28:15

Okay, so you would do something like the NAD with something like photobiomodulation beforehand. Sounds like the EBO two beforehand. What other things do you have in the clinic that you might use to prepare someone for stem cells?

Dr. Joseph Purita 28:27

All right, so another, another interesting topic that I've actually lectured a form in a couple other places, intermittent hypoxia therapy. I'm a firm believer in that. So basically I have a little machine put my mask on, and it drops my the oxygen level that's given me to 9% and it can bump it up to 40% and there's a couple of studies that show that that dramatically increases, among other things, stem cell output, especially some another interesting cell that I've been using for years is called a V cell, very small embryonic like Stem Cell, kind of a cousin of mu cells, very similar. So I'm assuming that that's also going to probably increase the amount of mu cells in the body, because I'm putting some in but if I can get some more mu cells to be stimulated, why not?

Ben Greenfield 29:13

So what's the difference between the V cell and the mu cell?

Dr. Joseph Purita 29:16

They're both pluripotent. There's a lot more research that's been done on the Muse cells than the V cells. Okay, now the V cells, we basically get from the blood. Couple of interesting things. We basically stress them at four degrees centigrade in low oxygen conditions overnight. So we get them from the blood. We typically do an EBO two first, then when the IV is still in there, we take about 250 cc's of blood, we then make a platelet lysate. So what does that mean in everyday English? Well, we get the platelets, we make a PRP, and then we put the PRP in something called an ultrasound bath. Now ultrasound of sound waves, and what they do is they break open the they crack open the platelets. Now we now have platelet lysate. So we have. All the great growth factors from those platelets, and then we can give those intravenously, and that can be a really good boon

Ben Greenfield 30:07

to things interesting with the kind of like the preparation or the or the post treatment for stem cells. Do you ever use PMF? I asked because I've heard that it may help with mobilization of stem cells and and reduction in inflammation,

Dr. Joseph Purita 30:23

you know, I I have, but I just haven't been that impressed by it. I mean, what I do all the time is I'll do shockwave therapy, you know, intimate, you know, extra corporal shockwave therapy, like little jackhammer. And I do red light therapy on them. We are big believers in peptides, you know, the triple stack, BPC, TB, 500 and GHK, copper peptide. That's the one they call the glow stack. Yeah, that some people glow. I just, you know, call it, you know what it is, basically that that's very good. I mean, that seems to work exceptionally well also. And then, you know, another thing that I do that is pretty much on most patients I give them. I'm not sure if you're familiar with the supplement Neo 40.

Ben Greenfield 31:04

Is that a nitric oxide precursor exactly

Dr. Joseph Purita 31:08

to me, that's key, because I like the idea. I'm not sure you know, a lot of people don't know it, but the mechanism of hyperbaric oxygen is two things you know, we know it supplies more tissue, more oxygen to the tissue, which is very important, don't get me wrong. But the other real key, according to the work of Dr Tom at the University of Pennsylvania, he said, Hey, you know, if you do these nitric excuse me, you do these oxygen treatments, or hyperbaric oxygen, what it's really doing is it's increasing the amount of nitric oxide in the body, which is then stimulating the bone marrow to release more stem cells into the circulation. So 20 treatments of hyperbaric oxygen increases stem cell output by about eight times. So to me, I tell these people, take nitric oxide, take these Neo 40s. I'm a firm believer in that. What other machines do you have there? Well, let's see. We have, we have cryotherapy, whole body cryotherapy. We have, you know, the cold plunge pool. We have hyperbaric oxygen. We have two different ones. One, you kind of crawl in. One, you just open a door and walk into, okay, just trying to figure out what else I have a lot of different IV therapies here. Yeah, let's,

Ben Greenfield 32:19

let's talk about that for a second. You brought up peptides. But when it comes to IV therapies, are there any lesser known compounds or things that you think are underrated when it comes to intravenous therapy? Well, you know,

Dr. Joseph Purita 32:31

that's one thing I kind of pride ourselves in. I think we have a lot of different IV therapies. We'd have IV curcumin. We have IV EGCG, which is the main ingredient of green tea, IV spermidine, IV, instead

Ben Greenfield 32:43

of drinking your green tea, just

Dr. Joseph Purita 32:45

mainline it. Yeah, these are all good things, but typically, the thing is, you can't really get good bioavailability of it, you know, it's the pharmacokinetics, but when you give them intravenously, much different story. So we can really target and and we've had some, you know, I have to kind of in case the FTC is listening. We, anecdotally, we've had some good results with cancer patients and things like that. And that's what I tell the patients. I said, Look, there's a lot of good research here. Now what we do is we basically, for instance, on the methylene blue, we photo activate that, and that seems to be very anti cancer when it's photoactive. Same with curb and things like that. So we like to combine these things, like you say, we like to stack them together. And I think another thing with some of these people is we would give them some copper peptide. GHK, copper peptic, very anti cancer. BPC, no, not that. Not so good. And the other thing is, TB, 500 not so good. But those

Ben Greenfield 33:38

other things, yes. Now copper peptide. Is that, that injection, like a subcutaneous injection?

Dr. Joseph Purita 33:45

No, yeah, injection, yeah. It's just, you know, just like the, you know, like the regular peptides

Ben Greenfield 33:49

that we do, yeah. Are there any other peptides that you use regularly in your practice?

Dr. Joseph Purita 33:53

You know, I have some guys that do my adult health, and I have them do it, you know, they'll do some of the ones that will stimulate the pituitary and things like that. And then, of course, the glps, you know, the GLP ones, we do, rotta, two, tide, we have things like that. So those are good. And those, you know that in itself, you could spend the next, you know, couple days on talking about because they probably will be very beneficial to help various stem cell procedures because of how they reduce inflammation and all the different effects I've had patients. I had, one patient of mine, her husband, is a transplant surgeon for livers and things. He says, you know, that's really getting rid of fatty liver and things like that. It's going to cut down a number of transplants dramatically. Yeah, yeah, that's what I understand.

Ben Greenfield 34:34

I don't know if you've come across this at all, but have you seen anything like a decrease in

Dr. Joseph Purita 34:38

liver enzymes? I myself know, but I'm sure it does. I mean, it just makes sense. You know, a lot

Ben Greenfield 34:44

of doctors don't practice what they preach. I don't know what category you fall into, but I'm kind of curious, like, what your own personal protocol looks like. I know it's not this new. You know what you do is going to be for everybody, but do you have certain, certain dietary. Exercise protocols

Dr. Joseph Purita 35:01

you follow one thing that I do seven days per week, 365 days a year, or 66 depending of it, sleep year, I wake up at four o'clock every morning. I read for a little bit, then I go out and I do about four mile walk. Come back. I do about a half hour on my elliptical, getting my heart rate close to 140 watching some TV, and then I'll swim for a little bit. Then I get to the office, that's seven days a week. I take a handful of supplements five days a week, and then I take my Neo40 7 days a week. And, you know, kind of, you know, and I do silent walking. When I go to four miles, I just, kind of, you know, just don't listen to music or anything, just, and it's in the dark.

Ben Greenfield 35:41

I'm curious about this. You know, I kind of ask people about their morning routines quite a bit, and I rarely hear someone mention this, but I think it's a legitimate question. And then, you know, Ayurvedic medicine has some theories on this regarding timing, but the morning bowel movement, the morning bathroom time. Do you think there's like, a best time for something like that when I wake up, like, right when you wake up, read

Dr. Joseph Purita 36:05

a little bit, and then, you know, come out. And then sometimes not going to come out. It's still right when I'm done with my walk, it'll come out. So there you go. Yeah, and I missed that.

Ben Greenfield 36:12

Did you say you do need strength training? Oh, yeah, you

Dr. Joseph Purita 36:15

know, lift some weights too. I do my elliptical and things like that. But I do some strength training too. But I'm, I'm more, I think, you know, I'm more inclined to do more cardiovascular than I am strength training.

Ben Greenfield 36:25

Yeah, yeah. There was one, one guy down in Florida who's been on the podcast a couple of times, Dr Joe Mercola, and he does the morning walk quite a bit, but he wears blood flow restriction bands to allow for a little more lactic acid and a potential growth response

Dr. Joseph Purita 36:41

in the muscle. Well, he's absolutely right. Again, that's, that's localized intermittent hypoxia. I mean, that's part of my lecture, a very good thing to do, and it's fairly inexpensive. But when you're doing the intermittent hypoxia, one thing I want to do is to let the audience know is, you know, somebody says, well, I could do the same thing by holding my breath. No, you basically can't you you know, you basically have to get, you know, hypoxia inducible index. You basically have to stimulate that. Now, what it does do also is it increases erythropoietin. It's going to increase my blood count and things like

Ben Greenfield 37:10

that too. Yeah. The only other thing that I think you could do to do that significantly without an ihht machine, is freediving, where you kind of compress the spleen and it produces some, some EPO. I interviewed James Nestor, who wrote this book called Breathe. He kind of gets into the science of how Olympic athletes who aren't necessarily competing in free diving do it. Just for that, EPO release the the ihht, that is a like a machine, I'm assuming

Dr. Joseph Purita 37:38

that you use. It's a machine, exactly right.

Ben Greenfield 37:41

Does it have a name?

Dr. Joseph Purita 37:43

I think go to altitude.

Ben Greenfield 37:44

It's from Australia, yeah, got it. I just asked because I have a, I have a machine in my gym that alternates from hypoxia to hyperoxia. It's kind of designed, you know, and it's manual. You got it? You got to flip it from hypoxia to hyperoxia. But I have it next to my my cardio equipment, so I just wear a mask when I'm doing my cardio, and I'll alternate from hypoxia to hyperoxia. You know,

Dr. Joseph Purita 38:08

we'll do sometimes what we'll do when they undergo hyperbaric oxygen. I'm sure you're familiar with it, taking an air break. You know, that's that famous Israeli study where they said, hey, it's really when you're doing hyperbaric oxygen, if you take that mask off and have them breathe regular room air, it's tricking the body, and it's actually causing lengthening of the telomeres. Did they? Did they, when

Ben Greenfield 38:29

they did that, make any recommendations about kind of like, the frequency of taking the mask off, five minutes,

Dr. Joseph Purita 38:34

15 minutes on, five minutes off.

Ben Greenfield 38:36

That's what we do. Geez, I like to nap in the hyperbaric that ruined my nap. Okay, do you guys use a hard shell or

Dr. Joseph Purita 38:45

soft shell? Just hard shells. We have one that's kind of like, you know, the typical one that you kind of, you know, open the hatch and you crawl into it, and then the other one, we just open a door, and it's like, you know, being in a business class seat in a airplane, and kind of, very comfortable, and you have a TV in

Ben Greenfield 39:00

there and everything. Yeah, a lot of people in the, excuse me, the regenerative medicine space, who I talk to now are looking into hydrogen therapy. Do you have any thoughts

Dr. Joseph Purita 39:09

on that? We basically have two units here. I mean, I'm a big believer in hydrogen because what does it do? It's the one of the most potent antioxidants and anti inflammatories that we know about. It can cross the blood brain barrier, as by the way, mu cells can do. And the other thing that with hydrogen that I like a lot, you know, when you look at a lot of the antioxidants like vitamin C and things like that, they have trouble getting into the mitochondria. Hydrogen gas has no trouble getting into that. And that's where you want, you want to basically get there. So I'm a big fan of that. Now, what I like to do with our procedures at the end, I usually have one of my nurses bubble some of that hydrogen gas into a little bottle of water and have the patient instantly drink that water. That's true, hydrogen water. I mean, a lot of hydrogen water you see there. By the time the people are buying it, the hydrogen is long gone.

Ben Greenfield 39:55

Yeah, I've added a hydrogen inhalation machine and a hydrogen bath to my lineup. But we were talking before the show. I have a family member who's not feeling well right now and having some musculoskeletal soreness related to that. And I literally just drew a hydrogen bath for them so they can do, uh, transdermal absorption. Yeah, yeah. Good thing, yeah. Super interesting. A little jealous that you'll be at a 4m they have their show down there. They have the one in December that's like, you know, the Disney Land for all the new things, yeah, so I know you, you get around, you see this stuff are there? Is there anything coming down the pipeline that you've got your eye on? Well, you know, there's

Dr. Joseph Purita 40:31

a couple things. I just talked talk to someone the other day. I think Klotho protein is going to be something we're going to hear a lot more about. I'm a real big believer in that, and I and I think that that's something that's going to be beneficial. Tell me a little

Ben Greenfield 40:44

bit about that for a second. For people who haven't heard of the Klotho protein, you know, it's

Dr. Joseph Purita 40:48

basically, it's made by the kidneys, but we know it's really associated with a lot of longevity. It seems that people that have lower levels of it don't seem to live as long, much more inclined to maybe get neurodegenerative diseases and things like that. So it's a very important peptide, and, excuse me, a protein. And I think that we're going to Yeah, and I think we're going to see that they're going to do a lot of gene therapy, maybe for that. And that's another thing. Gene therapy itself, I think is going to be

Ben Greenfield 41:18

something, yeah, I'm on, I'm on the fence about the Clotho for gene therapy. I think I've at least seen some data that there might be a little bit of cardiovascular risk folo statin And Gene therapy. I don't know if you're looking at follicle I think folo statin seems pretty safe right now, Clotho. Clotho seems like one of those things you should look into your cardiovascular health first. I think, I think it's related to arrhythmias, and the way that it modulates some of the calcium receptors,

Dr. Joseph Purita 41:45

you know, it's interesting, you say arrhythmias. I came across an interesting thing, kind of a totally different thing, but fish oil, you know, I was taking 3000 a day, and then I read some articles that said you got to be careful, because it can cause atrial fib in people.

Ben Greenfield 41:59

Think I saw that, and I believe it was, like, pre existing cardiovascular issues. It didn't like manifest it, but I believe it aggravates a pre existing condition, potentially. Yeah, I

Dr. Joseph Purita 42:08

think you're right. So I was a little there, so now I'm down to two a day. Gotcha. So you mentioned

Ben Greenfield 42:12

cloth, though, is one thing coming down the pipeline, the warning about fish oil, anything else you've got your eye on? Well, you know, I think how

Dr. Joseph Purita 42:18

we're going to use more and more and more of the Muse cells, and how we're going to stack all these things together. I think that's going to be, you know, important things. And who knows. I mean, tomorrow I could come across something say, oh my god, this is the next best thing. I think Muse cells, to me, are really going to be something. I think we're going to see it overtake I, you know, I've been doing this field a long time, and with MUSE cells, I'm at the point where I was maybe 20 years ago with MSCs. It's going to revolutionize things, and I think we're going to see this now. You're going to still see some people that are going to be against it, but they're going to be in the minority.

Ben Greenfield 42:53

Yeah, and I think it's important we set expectations. If someone gets a mucelle IV, how long does it take to notice the effects, and if they get an injection, how long does it typically take to notice improvement? I can tell

Dr. Joseph Purita 43:07

you one of my you know, I go once in a while to the Cayman Islands, and I have a clinic down there. And one of my partners from there, she had a hip problem that we just couldn't figure out what was going on. She had a hip replacement a number of years ago, and she was complaining on the side of the hip, not in the typically, in the hip itself. But, you know, we tried giving her some diagnostic injections of lidocaine and things like that. Nothing helped. I said, Well, look, she wanted to try some uses. All right, try them. And lo and behold, two weeks later, she was better.

Ben Greenfield 43:35

Was that intravenous

Dr. Joseph Purita 43:37

or injection? Intravenous? And I'm going to be honest with you, we were giving her a lot of her own cells that she had culture expanded intravenously, didn't seem to touch it. So it's, it's, you know, it's a group of one, but pretty significant.

Ben Greenfield 43:51

And is there anything to the idea of using them proactively, or, I suppose I should say preventively, meaning you don't have an existing issue, but you want to do something like that as a longevity play, you know,

Dr. Joseph Purita 44:05

kind of, Let me twist that around a little bit. You're not aware of the problems, but they're there, okay? And that's why you want to do it a lot of times. To be proactive. You're being proactive, but by the same token, you're actually treating problems. You're just not aware of yourself.

Ben Greenfield 44:19

And are there any guidelines or gold standards. If someone were to do that for frequency of infusion, like, would someone do, like an annual mucel infusion

Dr. Joseph Purita 44:27

or something like that, maybe annually, maybe every six months, depending on the age of the patient or overall condition, etc. For instance, like with our EBO twos, we recommend, you know, maybe once a quarter months, every six months, once a year, depending on the patients.

Ben Greenfield 44:39

Yeah, this is fascinating. I mean, you really are kind of, kind of a thought leader in the space, and you've been doing it for a while. So I'm really glad we got a chance to chat here. Anything else you want to, anything else you want to share with folks

Dr. Joseph Purita 44:51

before I let you go. You know, it's hard to say. I mean, like I say, this is an exciting field. You know, one thing I tell when I lecture to other docs in this field, I said, you know, you may. Be a cardiologist, orthopedic surgeon or something, you're not gonna do anything to maybe change the course of medicine. But in regenerative medicine, we're at a point where, you know anybody in that audience, potentially could make some significant changes. And really do we can biohack our way to better health?

Ben Greenfield 45:17

Yeah, I tell you what I've been playing in the space for a while. I'm 44 I feel like I'm 18 years old. Still just gotta have 18 year old sons. I can keep up with it.

Dr. Joseph Purita 45:26

I'm a little older than you, but I feel pretty young and I I can hold my own out in the garden stuff when I work in my garden.

Ben Greenfield 45:33

Yeah? Awesome. Well, https://bengreenfieldlife.com/purita is where the show notes are. You can check out Joe's clinic, you can check out resources to everything else we talked about.

Dr. Joseph Purita 45:44

Joe, thanks so much for doing this, man, it's been my pleasure and an honor, you think, and you're welcome to come here and get some treatments. All right,

Ben Greenfield 45:51

folks, have an incredible week. Thank you. To discover even more tips, tricks, hacks and content to become the most complete, boundless version of you visit bengreenfieldlife.com

Ben Greenfield 46:09

in compliance with the FTC guidelines, Please assume the following about links and posts on this site. Most of the links going to products are often affiliate links, of which I receive a small commission from sales of certain items, but the price is the same for you, and sometimes I even get to share a unique and somewhat significant discount with you. In some cases, I might also be an investor in a company I mentioned. I'm the founder, for example, of Keon LLC, the makers of Keon branded supplements and products, which I talk about quite a bit, regardless of the relationship, if I post or talk about an affiliate link to a product, it is indeed something I personally use support and with full authenticity and transparency, recommend in good conscience, I personally vet each and every product that I talk about. My first priority is providing valuable information and resources to you that help you positively optimize your mind, body and spirit, and I'll only ever link to products or resources, affiliate or otherwise that fit within this purpose. So there's your fancy legal disclaimer.

Ben Greenfield

Ben Greenfield is a health consultant, speaker, and New York Times bestselling author of a wide variety of books.

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