For Eternal Members | Rebel Health Alliance

§01A note from John

You already made the hard decision.

Hi, I'm John Goldman, the Founder and CEO at Rebel Health Alliance.

Deciding to take your health seriously, and to invest in it like it matters, is the hard part. You did that a long time ago. Everything on this page exists so that decision keeps paying you back.

Rebel is the most comparable service out there to what you had at Eternal, in the offer, the price, and the shape of the team. After Alex and I met, we decided together that we want to help every member make a smooth transition.

Here's my commitment to you. Your first conversation is with me. Your care team reads your history before your first visit. And your health doesn't miss a beat.

John Goldman, Founder & CEO · john@rebelhealthalliance.io

“It really sounds like it aligns with what we’ve been looking for, particularly with Eternal shutting down. So it’s nice to have a soft landing here.”

Former Eternal member, joined July 2026

§02What Rebel is

A medical team with one job: the creation of health.

Rebel Health Alliance is a virtual, physician-led high performance medical practice. One dedicated team, working from your data, with one mandate: aggressive prevention of chronic disease, the creation of health, and you at 100 percent, performing at the top of your game. Whatever your game is.

Data

Comprehensive data analysis

Labs, genetics, wearables, imaging, and your full history (new diagnostics are cash-pay at wholesale), read together by your team, not just displayed on a dashboard.
Everything you already have counts. We build from your data, not from zero.

Team

A complete team, led by your physician

Doctor, strength coach, performance dietitian, genetic counselor, and a clinical specialist who runs the logistics. All in one chat.
A team you will get to know, and that gets to know you. Same people, visit after visit, year after year.

Planning

360 degree planning and programming

One plan that covers training, fueling, sleep, screening, and medications, programmed week by week and adjusted as your data moves.
Your doctor knows when your calories change. Your dietitian knows when your training changes.

Support

Unlimited Coaching and Support

Message your team anytime, about anything. Real answers from people who know your history.
Care is continuous. Your team reaches out to you, not just the other way around.

The people on that team:

Role	Who	What they own
MD	Your dedicated physician, full-time at Rebel	All primary care plus the longevity and performance protocol. Direct-message access, timely virtual visits.
RD	Performance dietitian	Fueling, macros, body composition, and the nutrition side of every goal you set.
CSCS	Strength & conditioning coach	Every set, rep, and pound. Programmed, delivered, tracked, with doctor of physical therapy oversight on the biomechanics.
EC	Epigenetic counselor	Your genetics, including data you already have, translated into protocol.
CS	Clinical specialist	Logistics. Records, facilities, bookings, follow-ups. The person who makes it all effortless.

◆Your care team

The people behind those roles.

A few of the clinicians on staff. Your team gets built from people like these, and once it is built, it stays your team.

Dr. Alec Weir

MD · Chief Medical Officer

Board certified, with over a decade in functional and integrative medicine. He sets the clinical team's approach to root cause care, advanced diagnostics, hormone optimization, and metabolic health.

Dr. Daniel Urcuyo

MD · Lead Physician

Cleveland Clinic trained and certified by the Institute for Functional Medicine. He reads your advanced panels against your history and your goals, and builds the protocol from there.

Drew Hammond

CSCS · Strength & Conditioning

Certified Strength and Conditioning Specialist. He programs every set, rep, and pound, and works with you directly to build strength that holds up for decades.

Natalia Holguin

RD · Performance Nutrition

Registered Dietitian working in functional and anti-inflammatory nutrition. She owns fueling, macros, and body composition, built around your clinical protocol and the goals you set.

Laurie Kaplan

Certified Epigenetic Counselor

Epigenetic optimization. She turns your genetics, including any testing you have already done, into decisions you and your physician can act on, so you live in harmony with your DNA.

Same people, visit after visit, year after year. Your first conversation is with John, and your team gets built from there.

◆Who trusts this team

The same system used by Olympic and professional athletes.

Morgan Pearson

Olympic Triathlon

2x Olympic Silver Medalist. LA28 hopeful. Trains with RHA's performance and recovery protocols.

Gina Serrano

Elite Triathlon

#2 ranked female triathlete in the United States. Uses RHA for race-day optimization and recovery.

Ed Latimore

Professional Boxing

Returned to the ring at 40. Won by first-round knockout. RHA managed his entire preparation.

§03The clinical framework

Ten tiers. Foundation first.

Access to 3,000+ lab tests and advanced biomarker panels, all cash-pay at wholesale prices and billed separately, organized into a protocol that starts with fundamentals and earns its way toward the frontier. Nothing is sold to you. Everything is decided with your physician, from your data.

Tier	Name	What it covers
01	Foundation	Metabolic health. Lipids, ApoB, Lp(a), glucose, hormones. The base of everything.
02	Cancer Screening	History-aware early detection, on a calendar instead of good intentions.
03	Mitochondrial	Cellular energy, measured and trained.
04	Peptide Therapeutics	When data and goals support them. We sell none of them.
05	Neuro-Protection	Cognitive baseline and benchmarking, tracked long-term.
06	Organ Systems	Heart, lungs, liver, kidneys, skin. Drift caught early.
07	MSK & Joints	The machine that carries you, maintained.
08	Longevity Medications	Rapamycin, metformin, NAD+ when your data supports them.
09	Experimental	Frontier work when evidence supports it. Never first.
10	Maintenance	Everything above, kept current for decades.

§04High performance primary care

Your doctor for the big goals. And the Tuesday sore throat.

The longevity and optimization work gets the headlines. But this is also your primary care, at a concierge level. The everyday stuff of staying human, handled by a team that already knows you.

Day to day

The basics, without the friction

Sick visits, skin things, sleep, travel medicine, the nagging thing you'd normally wait three weeks and a waiting room to ask about. Message your team and get seen the same week.
No triage lines, no gatekeepers, no starting from zero with a stranger. You get it.

Prescriptions

Prescriptions written, refilled, managed

Sent to your pharmacy, refilled without a chase, and reviewed against your blood results and your protocol instead of in a vacuum.
Licensed in all 50 states and DC, so it works wherever you are.

One doctor

One physician for all of it

No split between your "real doctor" and your longevity doctor. The same physician sees the whole picture: the ambitions and the everyday.
When you need a specialist, your team coordinates the referral and stays in the loop.

§05Strength & conditioning

Movement is medicine.

We meet you where you are. Off the couch, coming back from an injury, or trying to qualify for the Boston Marathon, like our founder. The program starts where you stand and moves with you.

Programmed

Every day. Every exercise. Every set. Every rep. Every pound.

Written by your strength coach for your goals, your equipment, and your schedule. Not a template. Not an app spitting out generic workouts.
Delivered to your phone, tracked as you go, with doctor of physical therapy oversight on the biomechanics.

Evolving

The program changes as you do

Your coach reads your logs, your feedback, and your recovery, then adjusts the next week accordingly. Travel weeks, setback weeks, breakthrough weeks: the program bends so you don't break.
Strength, capacity, and movement quality are vital signs here. We train them like it, for decades, not for a season.

§06Nutrition

Food is medicine too.

A performance dietitian builds the way you eat around your goals, your blood results, and your actual life. No generic meal plans. No guessing.

Programmed

Calories, macros, and fueling, matched to your training

Easy days, hard days, race weeks, rest weeks: your fueling is programmed to the same calendar as your workouts.
Body composition, performance, energy, recovery. Whatever the goal, the plan is built for it and measured against it.

Evolving

Your plate, your training, and your blood results on the same page

Your dietitian works from your blood results alongside your physician. When your lipids, glucose, or hormones move, the plan moves.
It evolves as you do: check-ins, adjustments, and real answers when life gets in the way. A dietitian you will get to know, and who gets to know you.

§07Access & continuity

Anywhere you live. Anywhere you go.

Access

Your team, on demand

Message your care team anytime. Real answers from people who know your history, not a call center.
Timely virtual visits when something comes up. No gatekeepers, no referrals to get past.
Care is continuous. Your team reaches out to you, not just the other way around.

Anywhere

Licensed in all 50 states and DC

Your care, your prescriptions, and your physician travel with you. Move states, keep everything.
Blood work is drawn near your home through national lab networks, cash-pay at wholesale prices, billed separately from the membership.
DEXA, VO2max, and imaging get booked at quality facilities near you. Your clinical specialist finds the facility, sends the protocols, and books it.

Continuity

No gap in your care

Your records come with you. Send what you have, and we request the rest. Your physician reviews everything before your first consult.
Prescriptions continue. Medications are reviewed and carried forward at your first visit, without a lapse.
Recent results count. If your blood panel is current, your physician builds from it and you skip the baseline draw entirely. We only order what's missing.

First 30 days

What the start looks like

Day 1: sign up in about two minutes. Clinical support calls for a brief intake, typically the same day.
First week: meet your physician about two days after intake. Records reviewed, plan started, prescriptions handled.
Weeks 2-4: baseline labs drawn near home if you need them. If your recent bloodwork is current, we build from it and skip the draw. Then a full review with your physician and your protocol built. Diagnostics are cash-pay at wholesale; the first full panel is about $450 and would run into the thousands retail.

◆From members who made the move

Eternal members, in their own words.

“That sounds really inclusive, and along the lines of what we were aiming for originally with Eternal.”

Former Eternal member, joined August 2026

“I did my due diligence, and I’d like to join Rebel.”

Former Eternal member and physician, joined August 2026

“I’m really happy that you guys worked something out.”

Former Eternal member, joined September 2026

§08The investment

The investment. And your credit.

For Eternal members

Your remaining Eternal time counts here.

Sign up for an annual Rebel Peak membership and we credit the value of your remaining Eternal membership, up to five months, toward your first year.

No math at checkout. The credit is applied at your first meeting with us. Signup takes two minutes, and your unused time isn't lost.

Plan	What it is	Cost
Rebel Peak · Annual	The complete program: physician, strength coach, dietitian, genetic counselor, clinical specialist. Everything on this page.	$6,970 / yr
Eternal credit	Up to five months of your remaining membership, applied to your annual Rebel Peak plan.	Applied at your first meeting

The Eternal credit is for annual Rebel Peak, the complete program. Many of our members have used HSA/FSA to pay. But please check with your plan administrator.

Weighing a different shape of membership, or just want to talk it through? That's exactly what the call is for. The Eternal credit applies to annual Rebel Peak only.

◆From the founder

I'm not just the founder. I'm a member.

I use the same physician, the same protocol, and the same programming on this page while I chase what I call Project Unreasonable: qualifying for the Boston Marathon at age 50.

My team manages my blood work, my fueling, my insulin sensitivity, and every mile of my training. I stake my own health on this product, the same way I'm asking you to.

John Goldman, Founder & CEO. Member.

40Resting heart rate

105/65Blood pressure

45+ miPer week, steady, at age 50

§09Two ways in

Start today, or talk it through first.

01Fastest

Start Rebel Peak · $6,970/yr

The complete program. Sign up in two minutes, intake typically the same day, and your Eternal credit is applied at your first meeting.

Start Rebel Peak →

02Talk first

30 minutes with John

Founder to member. Bring every question: the credit, your health, the transition, whether this is the right fit. He's taking these calls personally.

Book a call →

03Direct

Reach John directly

john@rebelhealthalliance.io. Questions anytime, answered by the founder.

Email John →

§10Questions

Asked and answered.

Continuity

Will my care continue without a gap?

Yes. Our physicians are licensed in all 50 states and DC, your records transfer is handled by your clinical specialist, and prescriptions are reviewed and carried forward at your first visit.

The credit

How does the Eternal credit work?

Sign up for the annual Rebel Peak plan. At your first meeting, tell us your Eternal signup date and what you had left. We credit that value, up to five months, toward your first year.

Payment

Can I use HSA or FSA funds?

Many of our members have used HSA/FSA to pay. But please check with your plan administrator. Memberships and diagnostics are cash-pay, which is what those accounts are built for.

My data

What happens to my health data and history?

You own it. Send what you have, and we request the rest with your authorization. Your physician reviews all of it before your first consult and orders only what's missing.

Testing

Where do labs and testing happen?

Blood work near your home through national lab networks. DEXA, VO2max, and imaging at quality facilities we find and book for you. Diagnostics are cash-pay at wholesale prices. And if your recent bloodwork is current, we build from it instead of repeating it.

Durability

How do I know Rebel will be here in five years?

Fair question. Ask it on the call, and ask it hard. The short version: we've been at this for years, we've served 1,000 members, we run virtual by design with no real estate to carry, and we grow deliberately. We intend to be your medical team for decades, and we've built the business to match.
One member, asked the same thing about the credit and the move: “This is about as win-win-win as you can get.” Former Eternal member, joined July 2026.

§11Ask anything

Something this page didn't answer? Ask.

This is John's AI. It knows everything on this page, everything about the membership, and exactly how the Eternal credit works. Ask it anything.

§12One last thing

Refuse to fade.

That's the operating philosophy at Rebel Health Alliance. High performance healthcare for people who train, sleep, lift, and push, and intend to still be doing all of it at 75.

You were already living it. Welcome home.

Start Rebel Peak → Book a call with John →

Made for Eternal members · July 2026