LiveO2 on Fox Business with Kathy Ireland
Mark Squibb and Tom Butler went on national television to explain why oxygen training is the most overlooked tool in health and fitness.
The Fox Business Interview
Worldwide Business with Kathy Ireland — LiveO2 founder explains the science of oxygen training.
LiveO2 inventor and CEO Mark Squibb, along with VP and Partner Tom Butler, appeared on Worldwide Business with Kathy Ireland on Fox Business. They explained what LiveO2 systems are, how they work, and why oxygen training matters for everyday health.
Why Fox Business Covered Oxygen Training
Kathy Ireland’s show doesn’t feature gimmicks. Worldwide Business covers companies that are doing something genuinely different. The kind of innovation that shifts an entire category.
LiveO2 got the call because it does something no other consumer product does: it delivers medical-grade oxygenation results in 15 minutes at home, using only exercise and air.
No drugs. No pressure chambers. No clinic visits. Just concentrated oxygen combined with your body’s own circulation.
That’s the story Mark and Tom told on national television. And it’s the same story thousands of LiveO2 users live every day.
What Mark Squibb Explained
Mark didn’t talk about marketing. He talked about biology.
Every cell in your body runs on oxygen. When oxygen delivery drops — from age, stress, inflammation, or injury — cells can’t produce energy efficiently. They start to struggle. Then they start to fail.
LiveO2’s Adaptive Contrast protocol reverses that process. It uses brief periods of reduced oxygen (simulating high altitude) to force blood vessels open. Then it floods those open vessels with concentrated oxygen. The result is a level of tissue oxygenation that normal breathing simply cannot achieve.
Fifteen minutes of oxygen training can deliver what hours of normal exercise cannot: deep tissue saturation that your cells can actually use.
Mark has spent decades refining this technology. It started with a simple question: if oxygen is the most important nutrient your body needs, why isn’t there a better way to deliver it?
LiveO2 is the answer to that question.
Reexamining Health and Fitness
Most people think about fitness in terms of muscle, cardio, and diet. Those matter. But they all depend on one thing that almost nobody talks about: oxygen delivery.
Your muscles need oxygen to contract. Your brain needs oxygen to think. Your immune system needs oxygen to fight infection. Your mitochondria need oxygen to produce ATP — the energy currency of every cell in your body.
Research published in Physiological Reviews confirms that tissue oxygen levels directly regulate cellular energy production, immune function, and repair mechanisms (PubMed).
When you improve oxygen delivery, everything else improves. Recovery gets faster. Energy goes up. Mental clarity sharpens. Sleep gets deeper. It’s not that oxygen fixes everything. It’s that everything depends on oxygen to work properly.
That’s what Mark told Kathy Ireland. And that’s why the interview resonated — because it reframes what “health and fitness” actually means at the cellular level.
Why LiveO2 Is Different
There are other oxygen products on the market. Concentrators that give you a steady flow of enriched air. Passive systems that ask you to sit and breathe.
LiveO2 is fundamentally different because it combines three elements no other system does:
Exercise. You get your heart rate up, which increases blood flow and drives oxygen deeper into tissues.
Adaptive Contrast. You alternate between low oxygen and high oxygen, which triggers vasodilation — your blood vessels literally open wider than normal. This is the mechanism that makes LiveO2 so much more effective than breathing enriched air alone.
Concentrated oxygen. When you switch to the high-oxygen phase, you’re flooding wide-open blood vessels with far more oxygen than ambient air can deliver. The combination is what creates the deep tissue saturation.
A 2019 study in the Journal of Sports Science & Medicine demonstrated that combining exercise with variable oxygen concentrations produced significantly greater improvements in blood oxygen saturation and exercise performance compared to either approach alone (PubMed).
Common Questions
Worldwide Business with Kathy Ireland is a business-focused television program that airs on Fox Business. The show features companies and innovations that are changing their industries. LiveO2 was selected for the show because of its unique approach to oxygen delivery and health optimization.
Mark Squibb is the inventor and CEO of LiveO2. He developed the Adaptive Contrast oxygen training technology and has spent decades researching and refining how the body uses oxygen at the cellular level.
Adaptive Contrast is LiveO2’s core protocol. It alternates between low-oxygen air (simulating high altitude) and concentrated oxygen while you exercise. The low-oxygen phase forces blood vessels open through vasodilation. The high-oxygen phase then floods those open vessels with concentrated O2, pushing oxygen deeper into tissues than normal breathing can. Full explanation here.
A standard oxygen concentrator delivers a steady flow of enriched air while you sit still. LiveO2 combines exercise-driven circulation with Adaptive Contrast — alternating between low and high oxygen — to trigger vasodilation and drive oxygen into tissues at a much deeper level. Adaptive Contrast vs. standard EWOT.
Anyone whose body runs on oxygen — which is everyone. Athletes use it for performance and recovery. Professionals use it for mental clarity and energy. Older adults use it to support circulation and brain health. Practitioners use it in their clinics. The core benefit — better oxygen delivery — supports virtually every system in the body.