[BEVERLY HILLS, Calif.] Feb. 3, 2026 — Beverly Hills Rejuvenation Center (BHRC), the science-backed medspa franchise offering solutions in longevity, regenerative wellness and beauty treatments, is participating in regenerative health programming during Super Bowl LX week, joining organizations that serve former professional athletes to contribute a clinical perspective on recovery, longevity and post-career wellness.
Regenerative treatment is a hot topic of conversation in the rapidly advancing wellness industry. Technology for treatments like platelet-rich plasma (PRP) therapy, stem cell therapy, prolotherapy and amniotic/placental-derived therapy are some of the more common approaches to accelerate healing when it comes to the sprains, tears and chronic pain that often accompany feats of athleticism.
Throughout the week, BHRC will take part in educational sessions alongside partners, including the Pro Football Retired Players Association and Hall of Fame Health. The conversations taking place during Super Bowl week reflect a broader shift within sports health toward proactive recovery strategies and long-term wellness planning for retired players, many of whom continue to experience the cumulative effects of professional-level competition well after leaving the field.
Members of BHRC's clinical and innovation leadership, including Sanjiv Lal, chief innovation officer, and Dr. Arvind Chakravarthy, chief longevity officer, will be the primary leaders of these discussions, offering opportunities for conversation and engagement around regenerative health and wellness throughout the week's programming.
"Regenerative wellness is moving quickly, but progress only matters if it's delivered responsibly," says Lal. "Our role during Super Bowl week is to contribute a clinical and operational perspective on how these therapies can be thoughtfully evaluated, protocolized and scaled — particularly for former athletes navigating long-term recovery and longevity."
"Longevity-focused care is about more than recovery. It's about supporting the body across decades," adds Chakravarthy. "Our participation during Super Bowl week reflects a growing emphasis on regenerative strategies that are clinically guided, individualized and rooted in long-term health outcomes."
BHRC will also maintain a presence throughout the week at high-profile San Francisco-area events where partners, athletes and health advocates are convening, including:
- Hall of Fame Health Kickoff Event — Wednesday, February 4, at the Marriott Union Square
- Pro Football Retired Players Association (PFRPA) Engagement Suite — Thursday, February 5
- Off the Field NFL Wives Charity Fashion Show Welcome Reception — Friday, February 6
- Leigh Steinberg Super Bowl Party — Saturday, February 7
BHRC stands apart in the longevity and regenerative wellness space through its integration of Cell Factor, also known as Quantum, a regenerative wellness platform developed for advanced clinical application.
