What Joi + Blokes does

Joi + Blokes is a U.S. telehealth and wellness platform founded in 2021 by Josh and Katy Whalen, operating as Blokes, LLC under Colorado governing law with corporate registration in Omaha, Nebraska. The company delivers personalized hormone care, diagnostics, and supplements to men and women across all 50 states via a direct-to-consumer model, with reported reach to more than 50,000 patients. Its core service combines at-home diagnostic lab testing (with panels spanning 56 to 110 biomarkers) with telehealth consultations conducted by licensed clinicians, followed by prescription therapies, compounded medications, and supplements shipped directly to patients through partner pharmacies including Strive, Pharmacy Hub, Tailor Made, and Precision Compounding, as well as Lilly Direct for FDA-approved GLP-1 medications.

The product catalog spans bioidentical hormone replacement therapy, testosterone replacement therapy, thyroid care, weight loss programs (Zepbound, compounded GLP-1, liraglutide), sexual wellness formulations, longevity peptides (NAD+, Sermorelin, rapamycin), and personalized supplement lines. The platform also operates the Beyond the Labs consultation program and is expanding into fertility services via a strategic combination with YourJOY.ai. Joi + Blokes monetizes primarily through monthly subscriptions billed quarterly ($50-$299/month), one-time diagnostic panels ($129-$699), supplement purchases, and pharmacy transaction fees, with HSA/FSA payment support via Flex integration and no insurance billing. The company maintains 51-100 employees, holds LegitScript certification, complies with HIPAA, and is licensed to treat patients in all 50 states, though testosterone prescriptions cannot ship to 15 states due to regulatory restrictions.

Recent strategic activity includes the December 2025 acquisition of HerMD (women's menopause and sexual health), the March 2026 combination with Gina Bartasi's YourJOY.ai to launch a fertility division, and channel partnerships with F45 Training (January 2026) and Spartan (October 2025). The company faces regulatory exposure following a June 2026 FDA warning letter regarding compounded semaglutide and tirzepatide claims. No institutional funding rounds have been disclosed.

Name

Joi + Blokes

Legal name

Blokes, LLC

Website

https://joiandblokes.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Joi + Blokes is a U.S. direct-to-consumer telehealth platform founded in 2021 that delivers personalized hormone therapy, diagnostics, weight loss, and longevity treatments to over 50,000 patients across all 50 states via subscriptions, at-home lab testing, and partner pharmacy fulfillment.

Ownership category

akta.pro rank

Product category

Telehealth & Hormone Therapy

NAICS

Home Health Care Services (6216)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Health Services (8000)

akta.pro primary industry

Men’s Health Prescribing + Pharmacy Delivery Platforms (HLALAIAJ)

akta.pro secondary industries

Menopause & Midlife Women’s Health Telehealth (HRT management, symptom care) (HLALAHAI), Sexual & Pelvic Health Telehealth (STI care, pelvic pain, endometriosis/PCOS support) (HLALAHAJ), Virtual Preventive Care & Wellness Coaching (incl. lifestyle medicine) (HLALADAK)

Keywords

• Telehealth hormone therapy
• Menopause and TRT care
• At-home diagnostic labs
• Weight loss GLP-1 programs
• Personalized wellness supplements

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Subscription Plans (HRT, Thyroid, Weight Loss): Monthly subscription memberships billed quarterly ($50-$299/month) that include clinician consultations, lab access, health coaching, and medication management. Recurring revenue with subscription cancellation flexibility.
2. Lab Testing: One-time purchase of diagnostic lab panels ranging from $129-$699 depending on panel comprehensiveness (Complete Hormone Panel: $149, Advanced Panel: $399, Comprehensive Panel: $699).
3. Supplements: A la carte and subscription supplement products for hormone support, longevity, and wellness ($45-$150/month).
4. FDA-Approved Medications: Pharmacy-dispensed medications including Zepbound, Wegovy, Ozempic through Lily Direct and partner pharmacies.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Joi + Blokes is a direct-to-consumer telehealth and wellness platform that delivers personalized hormone care, at-home diagnostic lab testing, prescription medications, and supplements to men and women across all 50 U.S. states. Patients complete a health history online, consult with licensed clinicians via telehealth, and receive treatments (including bioidentical hormone replacement therapy, testosterone replacement therapy, thyroid care, GLP-1 weight loss medications, peptides, and longevity supplements) shipped directly to their door on a recurring subscription or one-time basis.

Product overview

Joi + Blokes is a precision health platform and national virtual clinic offering diagnostics and hormonal health services for both men and women. The platform operates as a unified telehealth ecosystem connecting patients with licensed clinicians across all 50 states. The core offering combines diagnostic laboratory testing (Complete Hormone Panel, Advanced Panel with 71 biomarkers, Comprehensive Panel with 110 biomarkers, at-home tests) with treatment products including hormone replacement therapies (BHRT, Testosterone Replacement Therapy, Thyroid Care), weight management solutions (Zepbound, Compounded GLP-1, Liraglutide), sexual health products (Scream Cream, The Mood, Oxytocin Spray, vFit Device), longevity treatments (NAD+, Sermorelin, Rapamycin, Glutathione, B12+MIC), and personalized supplement regimens (Smart Supplements, Balance, Levels, Focus, Sleep, GLP-1 Assist, Longevity). All treatments are paired with health coaching and clinician consultations. The platform also includes a Beyond the Labs consultation program for personalized care based on existing lab results. Recent expansion includes a Fertility Division (egg freezing 2026, IVF 2027) and strategic partnerships with F45 Training and Spartan for human performance.

Differentiator

Problem solved

Functional benefit

Brands

• YourJOY.ai: Fertility services platform led by serial founder Gina Bartasi, integrated into Joi + Blokes' platform.
• HerMD

Products and services

• Hormone Replacement Therapy (BHRT) Bioidentical hormone replacement therapy for women experiencing perimenopause or menopause, including testosterone, systemic estrogen, vaginal estrogen, and progesterone treatments customized based on clinical assessment.
• Testosterone Replacement Therapy Prescription-based testosterone therapy for men in injection or cream form, intended to elevate mood and libido while supporting muscle mass and bone density.
• Thyroid Care Functional medicine approach to optimizing thyroid health, including medications such as NP Thyroid, Armour Thyroid, Levothyroxine, and Cytomel, paired with ongoing advanced lab panels.
• Zepbound Weight Loss Program FDA-approved GLP-1/GIP medication (tirzepatide) for weight management bundled with virtual provider visits, personalized health coaching, and lab access, dispensed via Lilly Direct.
• Compounded GLP-1 and GLP-1/GIP Compounded semaglutide (GLP-1) and tirzepatide (GLP-1/GIP) injections offered for weight management, sold as subscription medications.
• Liraglutide Compounded GLP-1 receptor agonist formulation for weight management and metabolic health, helping regulate appetite and balance blood sugar levels.
• Beyond the Labs Telehealth consultation service providing personalized 1:1 sessions with licensed clinicians based on existing lab results, emphasizing human connection in healthcare.
• Diagnostic Lab Panels (Hormone, Advanced, Comprehensive) Diagnostic lab panels covering 56-110 biomarkers for hormones, metabolism, and thyroid, available with at-home blood draw via Tasso device, including Complete Hormone Panel ($149), Advanced Panel ($399), and Comprehensive Panel ($699).
• Fertility Services (YourJOY.ai) Fertility services division led by Gina Bartasi providing egg freezing and IVF services, leveraging the existing clinical infrastructure.

Quantifiable outcome

• 84% of women in Joi's testosterone therapy study reported increased energy
• +4 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Gina Bartasi / YourJOY.aicoreStrategic or Co-development Partner · 25 March 2026Strategic combination integrating fertility services into Joi + Blokes' platform. Bartasi, founder of Kindbody ($325M raised) and Progyny ($1.5B valuation), joins as founding partner and CEO of Joi + Blokes' fertility division. Plans to launch egg freezing services in 2026 and IVF in 2027.
• F45 TrainingcoreGTM or Marketing Partner · 6 January 2026Two-year partnership naming Joi + Blokes as F45 Training's Official Diagnostics and Personalized Supplements Partner in the U.S. Integrates Joi + Blokes' lab testing, hormone/metabolic health programs, GLP-1 treatments, and supplement offerings into F45's member experience through digital integration and exclusive offers. Reflects the gym-as-clinic trend where fitness brands partner with telehealth providers.
• HerMDcoreStrategic or Co-development Partner · 2 December 2025Acquisition of HerMD, a women's health organization focused on menopause and sexual health. HerMD's patients transferred to Joi + Blokes while HerMD transitions to an educational platform. Creates one of the nation's largest virtual care platforms for women.
• SpartanminorStrategic or Co-development Partner · 30 October 2025Partnership for Project 300 focused on redefining peak human performance through inside-out data. Integrates Joi + Blokes' health diagnostics with Spartan's human performance optimization programs.
• Strive PharmacycoreOthersPrimary prescription fulfillment pharmacy partner operating 6 locations (Gilbert AZ, La Jolla CA, Centennial CO, Tampa FL, Boerne TX, Sandy UT). Dispenses prescription drugs to patient doors.
• Pharmacy HubcoreOthersPrescription fulfillment pharmacy partner for dispensing medications to Joi + Blokes patients.
• Tailor Made Compounding PharmacycoreOthersCompounding pharmacy partner located in Nicholasville, KY. Specializes in custom compounded medications for hormone therapy.
• Precision Compounding PharmacyminorOthersCompounding pharmacy partner located in Bellmore, NY for New York patients.
• Lilly DirectcoreOthersEli Lilly's pharmacy partner for Zepbound (tirzepatide) prescription fulfillment. Patients approved for Zepbound receive text from Lilly Direct to complete medication purchase and receive shipment within 72 hours.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Ro: Direct-to-consumer telehealth company operating men's (Roman) and women's health verticals with prescription + pharmacy-delivered care. Closely comparable on business model, multi-condition telehealth catalog, and nationwide e-commerce distribution.
• Hone Health: Men's longevity and hormone optimization telehealth offering TRT, lab panels, and clinician follow-ups. Closest men's-side comparability to the Blokes brand with similar at-home diagnostics and prescription treatment stack.
• Maven Clinic: Women's and family-health virtual care platform spanning fertility, pregnancy, postpartum, and midlife. Comparable target-customer, longitudinal care model, and employer/government channel, with fertility overlap to Joi + Blokes' upcoming division.
• Kindbody: Fertility clinic network where founder Gina Bartasi (now joining Joi + Blokes) previously operated, raising ~$325M and intersecting with the fertility services Joi + Blokes is launching in 2026–2027.
• Midi Health: DTC telehealth focused specifically on perimenopause and menopause care for women — essentially the most direct single-segment competitor to Joi's women's platform, including clinician visits, HRT prescriptions, and lab work, and a heavily scaled, well-funded peer.
• Winona: Women's midlife and menopause telehealth platform offering HRT, clinician consultations, and prescription delivery. Direct competitor on patient segment, clinical model, and subscription pricing for the women's (Joi) side of the business.
• PeterMD: DTC men's TRT and hormone telehealth offering prescription testosterone and clinician-led care. Direct competitor to Joi + Blokes' male (Blokes) offering with similar in-clinic-style protocols translated to telehealth.
• Hims & Hers Health: Largest U.S. DTC telehealth platform with explicit men's (Hims) and women's (Hers) brand architecture — directly mirroring Joi + Blokes' dual-brand play — and overlapping offerings in TRT, HRT, GLP-1 weight loss, and supplements via subscription + pharmacy fulfillment.
• Marek Health: Men's TRT and hormone optimization telehealth with comprehensive lab panels and prescription delivery. Comparable on male-hormone focus, lab-led diagnostics, and subscription-based men's health care.

Regional players

• Numan: UK-based DTC telehealth platform for men's health offering TRT, weight loss, and longevity treatments via clinicians and partner pharmacies. Conceptually equivalent business model to the Blokes brand but serving a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ChooseJoi1
• Facebookfacebook.com/JOIwomenswellness
• LinkedInlinkedin.com/company/joiandblokes

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Joi + Blokes