Building a $50 Million Telehealth Business Before the GLP-1 Boom
Years before “longevity” became a widely recognized wellness buzzword, Josh and Katy Whalen were quietly building Joi + Blokes, a personalized telehealth company focused on hormone optimization, longevity, and preventative wellness. Their journey began not with venture capital or market hype, but from deeply personal struggles with hormonal health that inspired them to create a solution for others facing similar challenges.
The couple faced distinct yet complementary health issues: Katy dealt with postpartum health complications and the onset of perimenopause, while Josh discovered he had extremely low testosterone levels. Their search for answers was often frustrating, as they found limited reliable resources and had to piece together information on their own. This firsthand experience led them to establish a “his and hers” platform that guides patients through a detailed process of lab work and virtual consultations, culminating in personalized hormone and wellness plans.
Starting as a bootstrapped business, Joi + Blokes has since grown into a company generating more than $50 million in revenue, reflecting a strong market demand for hormone optimization, weight management, and longevity treatments. Their approach emphasizes education and patient empowerment, addressing a previously underserved segment of healthcare.
The World Catches Up to Hormone and Longevity Wellness
In the early days, conversations about peptides, particularly GLP-1 drugs such as Ozempic and Zepbound, were niche topics mainly discussed within wellness podcasts and biohacking communities. Today, these treatments are mainstream, discussed openly by celebrities, major news outlets, and everyday consumers alike. The surge in demand has propelled Joi + Blokes’ growth, transforming the company from an educational startup into a key player in the telehealth wellness space.
Josh Whalen describes this period as a “gold rush,” with soaring interest in testosterone optimization, weight-loss medications, and advanced lab testing. However, this rapid expansion has also brought significant challenges. The influx of competitors has led to regulatory scrutiny, especially regarding compounded GLP-1 drugs. Joi + Blokes has faced multiple cease-and-desist letters from pharmaceutical giants like Eli Lilly and Novo Nordisk, highlighting the tension between innovation and regulatory frameworks. Katy candidly acknowledged the stress this causes for their self-funded operation, underscoring the realities of running a rapidly growing health business.
The Need for Regulation in a Growing Industry
Despite the difficulties posed by increased oversight, the Whalens welcome regulation in the peptide and GLP-1 market. They emphasize the necessity for safety and sustainability in patient care, distinguishing their evidence-based, medically supervised approach from less regulated providers. Josh Whalen refers to certain parts of the peptide industry as the “Wild West,” where consumers can purchase products online with minimal medical oversight — a scenario they actively seek to move away from.
By advocating for clear standards, Joi + Blokes aims to build trust and credibility in an evolving sector, ensuring that patients receive safe, effective treatments supported by medical expertise and comprehensive diagnostics.
Balancing Business Growth and Personal Life
Scaling a business together has tested the Whalens’ marriage in profound ways. The intense, simultaneous pressures of entrepreneurship often left them hesitant to burden each other with additional stress. This dynamic led to moments of fear about the future of their relationship. Katy notably declined a podcast appearance on “The Skinny Confidential Him & Her Show,” feeling it inappropriate to portray a healthy relationship while privately struggling.
Recognizing the need for change, the couple sought counseling and established firmer boundaries between work and personal life. They intentionally created space where conversations didn’t revolve around employees, growth, or operational challenges, helping to rebuild their partnership beyond the business.
Looking Ahead: Fertility as the Next Wellness Frontier
Always forward-thinking, the Whalens are now setting their sights on fertility and reproductive health as the next major frontier in wellness. As their customer base skews younger, more individuals are proactively seeking to optimize fertility health well before starting families. Katy notes many patients express a desire to “be primed” for future parenthood, even if they’re not currently planning to have children.
To meet this emerging demand, Joi + Blokes is expanding its offerings to include fertility-related services such as egg freezing and IVF support. The company aims to provide patients with actionable insights about how hormone levels, stress, and overall health impact fertility long before family planning begins. Josh Whalen highlights fertility as “the most interesting category for men or women right now,” indicating a strategic pivot that aligns with evolving wellness priorities.
Josh and Katy Whalen’s journey with Joi + Blokes exemplifies entrepreneurial resilience and innovation, grounded in personal experience and a commitment to trustworthy, patient-focused care. Their story reflects broader trends in health optimization and telemedicine, underscoring the importance of credible expertise amid rapid industry growth.
