It all started with a stick of gum.
At age 9, avid gum chewer Jake Tullis learned to turn a profit by selling sticks of gum to his neighbors and friends. Gum, which he priced at 25 cents per stick, was Tullis’ personal weight-loss tool. It helped him as he struggled with nicknames like “roly-poly” in high school, and it sparked an entrepreneurial spirit that’s flourishing today.
Tullis, now 24, and his business partner Justin Traister launched the fitness industry’s first licensed software platform, Mylai, in late 2017. The five-star app follows an Uber-like process, connecting personal trainers with consumers who want on-demand workout services. Users can order a training session with trainers in their home, or schedule a workout for later.
“I’m passionate about Cincinnati, so while our customer locations may change, the company will always be based here.”
After witnessing the power of regular training in his own life, Tullis — who shed 100 pounds in high school — knew the app had potential. The fact nothing like it exists made Mylai’s prospects even better.
With Tullis’ tech-industry savvy (he co-launched a six-figure software development company during college) and Traister’s bachelor’s degree in health education, Mylai saw interest and success off the bat.
“The first major milestone was seeing how quickly we got gyms to sign on,” Tullis said. “The second was raising money. That’s really hard, and it felt good to see people believed in the business model.”
Mylai’s business model centers on gym and personal trainer subscriptions. The app connects trainers with consumers they’d likely never meet otherwise, therefore expanding their client pool and revenue potential. App users don’t need a gym membership to use a facility’s personal trainers; as long as they’re Mylai members (free for consumers), they can “order” on-demand personal training from any available coach.
Mylai, available on Apple and Android, is now transitioning from its initial freemium model into a subscription business where gyms pay a flat fee and Mylai takes 5 percent of all trainings. Consumer use will remain free.
“We first offered Mylai for free to get customer feedback, then went through four versions of the product to make sure it was perfect,” Tullis said. “Now we’re shifting into a software as a service business where gyms sign on for, say, $50 per month.”
Following the pilot phase, Tullis expects Mylai will have nine to 12 paying subscribers by fall (they worked with 23 clients in the pilot phase with about 200 organic app users). This growth, paired with the $100,000 Tullis and Traister raised during Mylai’s soft launch, will help the on-demand fitness app expand further.
Given Mylai’s Over-the-Rhine headquarters, it’s no surprise the app’s initial customers are Midwest-based (Ohio, Kentucky, Indiana, Illinois and Tennessee). The next phase involves a bi-coastal expansion to capitalize on higher-revenue markets — but that doesn’t mean Mylai’s leaving the Queen City.
“I’m 513 ‘til I die,” Tullis said. “I’m passionate about Cincinnati, so while our customer locations may change, the company will always be based here.”
