Welcome to another episode of HALO Talks! Today, host Pete Moore sits down with Luke Hartelust--a dynamic entrepreneur and now the founder of MNLY--who made the leap from the oil and gas rigs off the coast of Australia to California's innovative health tech scene. Luke shares his journey from the grueling world of offshore drilling to launching and scaling fitness businesses, including his instrumental role in bringing F45 Training to Southern California. 

The conversation dives deep into his latest venture, a groundbreaking men's health platform that uses AI, cutting-edge blood analysis, and custom supplementation to help men take true ownership of their health. Tune in to hear his insights on building community, the power of personalization in wellness, and what it takes to stand out in the rapidly evolving health optimization space.

When it comes to the personalized health revolution he states, "Based on your blood work, our model will prescribe specific doses of specific micronutrients, aminos, herbs, extracts and minerals into that custom supplement formula that comes in morning, noon and night packs."

Key themes discussed

• Career transition from oil and gas to health tech.
• Entrepreneurship journey and lessons learned from failures.
• F45 Training franchise growth and operational strategies.
• Brand protection and building strong community engagement.
• Men's health issues and the need for accountability.
• Personalized, AI-driven health optimization and supplement plans.
• Differentiation of in the men's health market.

A Few Key Takeaways: 

1. From Oil Rigs to Health Tech: Luke shared his path from working shifts on oil rigs to building fitness businesses and eventually moving into health tech. His drive was sparked by a personal epiphany—wanting to create a better life and help others, which led him to become an entrepreneur.

2. Lessons Learned from F45 and Brand Protection: Luke's experience scaling F45 franchises in Southern California gave him a "six-year apprenticeship" in what to do—and what not to do—when building and protecting a brand. A key takeaway: Focus on the emotions your brand evokes and prioritize building a strong community before chasing customer acquisition at scale.

3. Identifying a Gap in Men's Health-Accountability Over Access: After experiencing low energy despite living a healthy lifestyle, Luke discovered his own testosterone was severely low and saw first-hand the ineffectiveness and friction in telehealth for men. He believes the real crisis isn't just health, but accountability and ownership—people need tools and systems that make it easier for them to take proactive control of their well-being.

4. MNLY's Personalized Health Platform-Seamless, AI-Driven, and Fast: MNLY stands apart by integrating AI-powered testing and personalized recommendations to deliver tailored health plans and custom supplement packs. Customers use an at-home blood kit and environmental health assessment, then receive actionable insights and products within days—removing friction points common in traditional telehealth models.

5. Proven Results and a Focus on Efficiency: MNLY's approach delivers results about 50% faster than most competitors, according to Luke, and their pilot data showed significant improvements in markers like testosterone (on average, a 30% increase in 90 days among test users). Their evolving concierge model combines AI-driven support with human coaching, aiming to streamline the path to better health for busy men.

Resources: 

• Luke Hartelust: https://www.linkedin.com/in/luke-hartelust-597332253 
• MNLY: https://www.getmnly.com 
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com