Meet Mike Prytkov, Founder and CEO at Wellness App: Simple

“Most apps focus on control for the sake of control with tracking calories or steps, but it never lasts, at least not for the majority. We built Simple to help people understand their own behavior and needs instead.”

Tell us about Simple

Simple began as a rebellion against diet culture, the way we know it. Everywhere you look, wellness promotes calorie counting, influencers push “detoxes,” and so much more annoying stuff. I wanted to build something that helped people listen to their bodies and eat intuitively, based on what works best for them.

So I thought: what if, instead of forcing rigid control, we helped people build consistency? What if health felt like understanding and not fighting yourself? What if losing weight means feeling satiated for longer vs. resisting hunger and cravings? The app helps you to understand what nutrients you lack for a balanced diet, and won’t put too much emphasis on calories.

How did you come up with the idea for the company?

When I was on my own weight-loss journey, I became the first test subject before developing the app. I had tried everything: severe diet methods, waterfasts, calorie-counting, but I’d always burn out, then start again. I realized my food choices were emotional reactions and cravings, not shortcomings of willpower. I wanted to build a product that would help others make that same discovery without years of frustration and self-shaming.

Tell us about your new character, Blinky

Blinky is our most emotionally intelligent idea brought to life, a friendly, gamified companion that helps you develop healthy habits. Blinky is a representation of how well you care for yourself: when you stay consistent, Blinky thrives. Similarly, when you fall off the routine, Blinky gets upset. He celebrates your small wins, gently checks in on you when you slip, and adds light challenges that make a new habit feel like a game.

We see how Blinky has helped our users in their improved success rates for weight loss, but they also have shared that they look forward to showing up because they’re curious what Blinky will say or do next, and they don’t want to let him down.

What most excites you about the wellness industry?

We’re seeing a huge mindset change from ‘fix yourself’ to ‘understand yourself.’ The old wellness model sold fear, while the new era is about curiosity. How can I feel better and live a healthier, more sustainable life for my mind and body? What excites me is that technology is finally capable of supporting that change. AI coaches and companions can tailor workouts and meal plans that suit you.

What has been the biggest challenge you’ve had to overcome along the way?

The hardest part has been resisting the temptation to overcomplicate things. Working with behavior change is a delicate process, so there’s a balance between incorporating the best technology under the hood and making the app intuitive and comfortable for users. Another big challenge was to create balance: how could we develop an AI coaching app that motivates users and keeps them accountable without making them feel discouraged or ashamed? We’ve seen how traditional wellness platforms can trigger guilt or disordered eating, and we wanted to avoid that happening with our app and with Blinky.

What is your number one piece of advice to aspiring entrepreneurs?

Don’t chase validation as your main priority. You’ll hear hundreds of opinions from investors, advisors, even friends, but the best ideas always start as uncomfortable truths that few people believe in yet. For me, it was the belief that less structure could help people achieve more control. One more thing I see a lot of founders struggle with is that they confuse hustle with progress. I believe that building a company isn’t a sprint but rather a long path you need to sustain for years. Treat your business like your health: consistency, recovery, and analysis matter more than constant output.

What can we hope to see from Simple in the future?

We’ve grown rapidly and pushed the boundaries of the health and wellness industry, and we plan to continue doing so. Our vision is to become the Duolingo of health. Just like Duolingo made language learning simple and fun, we want to make weight loss approachable and sustainable. The app will be more like playing a game that helps to build healthy habits. The plan is to expand beyond weight loss and create a comprehensive health app that focuses on living a long, healthy life – one where every client can show up as the most energized, happiest version of themselves.