The next generation’s health and wellness is a concise description of Mnly. Luke Hartelust launched the platform in 2021 and expressed it “Manly” and then turned twice as he stayed on modern care for men.
The current version combines AI with home testing, diagnoses and nutrition. Customers pay the initial fee and monthly regulation.
In our recent conversation Luke shared origin, growth, mistakes and more. The whole sound of this discussion is inserted below. The transcription is condensed and adjusted for clarity.
Eric Bandholz: Tell us about your work.
Luke Hartelust: I am the founder and CEO of Mnly, the male platform for health and wellness. We use home diagnostics, AI and advanced technology to create our own accessories, lifestyle and nutritional solution.
My background is in fitness franchising. I led several rentals throughout South California and worked closely with entrepreneurs and managers. This revealed gaps in men’s healthcare, especially in the lack of proactive, preventive approaches.
Telehealth has improved access to care, but the model has shortcomings. Most providers have long waiting lists – often up to 90 days for laboratory results and treatment plans due to pending consultation.
In Mnly we made the process more efficient. We have removed the narrow processes of the practitioner and built a scientific advisory board that trained a complex AI model. The result is an automated analysis and fast, personalized health recommendations, Goong from Signp to results that can be available much faster than traditional telehealth providers.
Bandholz: Go through the customer’s way.
Hartelust: Customers are starting to buy our blood sample of the blood-a simplified finger prick by sampling the dried blood point, eliminating the rubbing of personal visits. As soon as they retreated, our partner laboratory processes samples within hours.
While waiting for results, users are completing the health rating of 86 questions. It focuses on seven areas: concentration, trust, stamina, mood, sleep, libido and recovery.
We combine a laboratory and data evaluation that you can keep 100 data points for users to generate a clean and easy -to -understand health panel. It explains the results and reference ranges, visual and comparative metrics. Data on overall health assessment.
Our AI also creates a personalized health plan, involving nutrition designed on biomarkers and lifestyle hackers, such as breath and even testes cooling for hormonal support.
FINLLY, we formulate our own diet accessory. Based on the user’s data, our prescribing specific nutrients and doses. Then we produce an add -on and send every 30 days. It’s fully automated.
Bandholz: What cost customers?
Hartelust: The initial laboratory set is $ 199. Accessories are $ 249 per month.
We recommend Restestest with new blood samples every three to five months. Every time new blood work is presented, our system updates all biomarkers, regulates dose replenishment and revises a health plan. Users experience clear visual progress, involving a change in their overall health score.
We have just finished our first business. It is our third iteration under the Mnly brand. We launched in 2021 as a nutritional signature provider with two attempts.
A year ago, with this version, we were not supposed to preference. Our small team focused on product development and we lacked an automated customer trip that would lead and remind users of the reception. We started these reminders 90 days ago.
From the point of view of electronic trade, building this journey was not one of our biggest incorrect steps. Many customers have experienced strong results in the first six weeks- improved libido, mood, sleep, recovery and focus- but when these effects of the platform, some dropped from five or six-month brands. Although biological improvements continued, users were not always aware of without updated data. Therefore, it is central for our storage storage.
Bandholz: What is your growth strategy?
Hartelust: As a capital for beginners in the hard market, I needed a strategic partner to expand our range. Last year I secured an agreement with Hyrox, Indoor Fitness competitions as an exclusive partner for US health. I landed an agreement with at least a viable product and a playground, just before the take -off of Hydrox’s American expansion.
The company’s event increased in a year out of 2,000 athletes to 14,000 and its audience – 50,000 social followers, 30,000 E -mail customers and 200 gym partners – perfectly adapted to our brand. We paid for sponsorship, but it provided us with a massive exhibition, credibility and direct approach to our basic demographic group.
We could remove, say $ 100,000 in meta commercials. The same $ 100,000 in the Hyrox strategic sponsorship gains us the capital of the brand, athletes, investors and much lower acquisition costs – around $ 200 per customer, much better than we could only achieve with ads.
Bandholz: How do you convert Hyrox athletes?
Hartelust: The presence on site in competitions is our most effective strategy. We recently wrapped an eight -month -old national tour where we founded the brand installation in each place. Our main team leader was there to bring deep knowledge of the product, passion and real connection.
Sponsorship has given us access to e -mail lists and social media audiences. Before the competition, we sent e -mail to wait for offers, discount code and stall details. During the event we reminded them of promotion and then shared the recapitulation. We encouraged the participants to show the code at the stand for a low rate.
Bandholz: How did you increase capital to finance such a comprehensive start?
Hartelust: I spent the first six years of my career building wellness and fitness studies and educating strategic relationships. When we sold the company in 2021 for several million dollars, I reinvested some capital to start the Mnly. But again, in front of our current model, Mnly failed twice as a subscription concept. I lost a lot on these early versions before I turned to what we have now.
The launch of this model required more than just personal funds, so I started to increase the real pre -bike about 18 months ago. I’ve already gained capital, but not for startup. I recorded every possible connection – friends, family, customers – and hired a virtual assistant for cold terrain. One of our risk capital partners shared a valuable investor database. Finally, I made about 250 playgrounds and raised just below $ 800,000.
This round focused on micro angels rather than traditional VC. Many brands rely on meta advertising and lack a real connection. We shook our Hyrox community and offered capital to athletes’ ambassadors, which provided us with further operating capital. This mixture of brands, relationships and community has supported our growth.
Bandholz: Where can people support you?
Hartelust: Our website is Getmnly.com. We are @getmnly on Instagram and Facebook. I’m on LinkedIn.
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