What is Whylab's core product offering?

Whylab offers a platform they describe as a 'digital gym for mental fitness.' According to slide 4 and 5, this includes three primary components: a mental fitness assessment, live group training sessions (workouts), and a digital coach for group accountability. The goal is to move mental health from a reactive clinical model to a proactive, training-based model.

How does Whylab justify the market opportunity?

The deck uses a 'Mega Trend' slide (Slide 8) to list drivers like decreasing stigma, COVID-19 isolation, and technological advances. They quantify this on slide 9 with a TAM of 120 billion Euros for global mental wellness and a SAM of 90 billion Euros specifically for the mental wellness budget among young adults in developed countries.

What evidence of traction does the deck provide?

Slide 6 highlights three key metrics: over 130,000 minutes spent training on the platform, a 92% satisfaction rate, and an ARPU (Average Revenue Per User) of 335€. It also includes qualitative user testimonials regarding increased confidence and the value of group exchange.

Who are the founders of Whylab?

The team consists of three leaders: Sarah Reitz (Chief Psychologist), Luca Lea Kleene (Strategy & Operations), and Nikola Berkmann (Product & Tech). Their experience includes roles at BCG, Rocket Internet, and Accenture, and education from Columbia University and ESCP Business School (Slide 11).

What is missing from the Whylab pitch deck?

The deck is missing a clear financial 'ask'—it does not state how much capital is being raised or the intended use of funds. It also lacks a detailed competitor analysis and specific unit economics beyond ARPU, such as Customer Acquisition Cost (CAC) or churn rates.

Whylab Pitch Deck (2020): 12-Slide Pre-Seed Deck

See all 12 slides of the Whylab pitch deck — a 2020 Pre Seed deck — with a slide-by-slide teardown of what the deck does well and where it falls short.

Whylab’s 2020 pre-seed deck is a masterclass in thematic branding, utilizing a consistent 'mental fitness' metaphor to differentiate from traditional therapy apps. The deck identifies a massive gap in mental health prevention, citing that 75% of young adults struggle with their mental well-being (Slide 2). By combining live group workouts with digital coaching, Whylab reports an ARPU of 335€ and a 92% satisfaction rate (Slide 6). While the deck excels at establishing a 'mega trend' and a clear roadmap through 2023, it lacks a specific financial 'ask' or detailed unit economics beyond a single…

Key takeaways

The problem is framed as a lack of effective prevention, with 75% of young adults reporting mental health struggles (Slide 2).
The product is defined as an 'all-in-one digital gym' featuring live workouts and digital coaching (Slide 4).
Early traction is demonstrated by 130k+ minutes spent training and a 92% user satisfaction rate (Slide 6).
The company reports an Average Revenue Per User (ARPU) of 335€ (Slide 6).
Whylab estimates a Total Addressable Market (TAM) of 120 billion Euros for the global mental wellness industry (Slide 9).
The roadmap outlines a transition from B2C focus in 2022 to a B2B roll-out and Series A in 2023 (Slide 10).
The founding team features backgrounds from high-tier consulting and tech firms including BCG, Rocket Internet, and Accenture (Slide 11).
The deck omits a specific funding target or 'the ask' for the current round (Slide 12).

The Hook: Reimagining Mental Health as Fitness

Whylab enters the crowded mental health space with a distinct linguistic pivot. By calling themselves a "digital gym for mental fitness" on Slide 1 , they immediately move the conversation away from the clinical, often stigmatized world of therapy and into the aspirational world of self-improvement. The cover slide features a laptop screen showing a Zoom-style group session, signaling that this is a social, live experience rather than a solitary meditation app.

Defining the Problem and Solution

Slide 2 establishes the urgency. It cites a CDC 2021 source stating that "75% of young adults report to struggle with mental health." The slide identifies four symptoms: exhaustion, isolation, anxiety, and poor relationships. Crucially, it defines the gap not as a lack of doctors, but as a "lack of effective & accessible solution for mental health prevention."

Slide 3 introduces the solution: the concept that "mental fitness prevents severe mental health issues." It draws a direct parallel to physical fitness, suggesting that the mind, like the body, can be trained effectively. This is a strategic move to lower the barrier to entry for users who might not feel they need "therapy" but are comfortable with "training."

Product Mechanics and User Experience

Slide 4 and Slide 5 dive into the product. The platform is described as an "all-in-one digital gym" combining "live workouts" for emotional experiences and a "digital coach" for behavioral change. Slide 5 provides the most detail on the user journey, showing three distinct app interfaces: mental fitness assessment (a mood tracker), train together with your group (a video call interface with interactive exercises), and coach & group accountability (a habit tracker with social features like "Nik's accountability partner"). This suggests a hybrid model of synchronous and asynchronous engagement.

Traction and Validation

Slide 6 is the "proof" slide. It lists three impressive figures: 130k+ minutes spent training, a 92% satisfaction rate , and an ARPU of 335€ . The ARPU figure is particularly notable for a pre-seed stage company, suggesting a high-ticket subscription or course-based model rather than a low-cost mass-market app. The slide also includes testimonials that emphasize the social aspect, with one user noting they "would have never thought I could open up to strangers."

Mission and Market Context

Slide 7 and Slide 8 zoom out to the broader vision. The mission is stated as becoming the "mental fitness companion enabling a happier and healthier society." Slide 8 uses a honeycomb graphic to illustrate the "mega trend" of mental wellness. It lists external factors such as "stigma decreases," "law regulation loosen up," "technology advances (AI, voice)," and "COVID-19 isolates." This slide serves to convince investors that Whylab is riding a wave of inevitable cultural and regulatory change.

Market Size and Financial Opportunity

Slide 9 quantifies the opportunity using the standard TAM/SAM/SOM framework. They claim a TAM of 120 billion Euros for the global mental wellness industry and a SAM of 90 billion Euros for the mental wellness budget among young adults in developed countries. Their SOM is 4.5 billion Euros , which they define as a "market share of 5% after 5 years." While the 5% market share assumption is aggressive, the 90 billion Euro SAM indicates a massive target demographic.

The Roadmap and Team

Slide 10 presents a linear timeline. In 2022, the focus is on the DACH region (Germany, Austria, Switzerland), a B2C focus, and a Seed round. By 2023, they plan to roll out in Northern Europe, move into B2B, and raise a Series A. This roadmap shows a clear progression from a consumer-first product to an enterprise-grade health benefit.

Slide 11 introduces the founders. The team has high "pedigree"—a term often used by VCs to describe founders from top-tier firms. Sarah Reitz (Chief Psychologist) brings clinical credibility and a background at BCG and Columbia University. Luca Lea Kleene (Strategy & Operations) comes from Rocket Internet and Accenture. Nikola Berkmann (Product & Tech) also has Accenture and ESCP experience. This combination of clinical expertise, operational scaling (Rocket Internet), and corporate strategy (BCG/Accenture) is a strong signal for a pre-seed investment.

What Works in This Deck

The Metaphor: The "Digital Gym" framing is consistent throughout and helps the investor immediately categorize the product without needing a complex technical explanation. · Visual Clarity: The deck uses a clean, blue-gradient aesthetic that feels professional and "calm," fitting for a mental health startup. · Traction Metrics: Including a specific ARPU (335€) on Slide 6 is a bold and effective way to show that users are willing to pay significant money for this service. · Team Credibility: The logos on Slide 11 (BCG, Rocket Internet, Accenture) do a lot of heavy lifting in establishing that the founders have the professional discipline to execute.

What Is Missing

The Ask: Slide 12 is a contact slide, but nowhere in the deck does it state how much money they are raising or what the valuation expectations are. This is a significant omission for a fundraising document. · Unit Economics: While ARPU is provided, there is no mention of Customer Acquisition Cost (CAC). In the crowded wellness space, CAC is often the factor that kills startups. · Competitive Landscape: The deck assumes a vacuum. There is no mention of Calm, Headspace, or more clinical competitors like Lyra or BetterHelp. Investors need to know why Whylab wins against these incumbents. · Retention Data: 130k minutes is a good start, but for a "gym" model, investors want to see cohort retention—how many people who start in Month 1 are still "training" in Month 6?

What a Founder Should Copy

The Problem Framing: Start with a massive, undeniable statistic (the 75% figure on Slide 2 ) and then narrow it down to a specific, solvable gap (prevention). · The "How it Works" Slide: Slide 5 is excellent because it shows the product in three different contexts (assessment, group, and habit tracking), giving a full picture of the user experience in one glance. · The Mega Trend Slide: Slide 8 is a great way to show "Why Now?" without using those exact words. It shows that the startup is the logical conclusion of several converging social and technological forces.

Frequently asked questions

What is Whylab's core product offering?: Whylab offers a platform they describe as a 'digital gym for mental fitness.' According to slide 4 and 5, this includes three primary components: a mental fitness assessment, live group training sessions (workouts), and a digital coach for group accountability. The goal is to move mental health from a reactive clinical model to a proactive, training-based model.
How does Whylab justify the market opportunity?: The deck uses a 'Mega Trend' slide (Slide 8) to list drivers like decreasing stigma, COVID-19 isolation, and technological advances. They quantify this on slide 9 with a TAM of 120 billion Euros for global mental wellness and a SAM of 90 billion Euros specifically for the mental wellness budget among young adults in developed countries.
What evidence of traction does the deck provide?: Slide 6 highlights three key metrics: over 130,000 minutes spent training on the platform, a 92% satisfaction rate, and an ARPU (Average Revenue Per User) of 335€. It also includes qualitative user testimonials regarding increased confidence and the value of group exchange.
Who are the founders of Whylab?: The team consists of three leaders: Sarah Reitz (Chief Psychologist), Luca Lea Kleene (Strategy & Operations), and Nikola Berkmann (Product & Tech). Their experience includes roles at BCG, Rocket Internet, and Accenture, and education from Columbia University and ESCP Business School (Slide 11).
What is missing from the Whylab pitch deck?: The deck is missing a clear financial 'ask'—it does not state how much capital is being raised or the intended use of funds. It also lacks a detailed competitor analysis and specific unit economics beyond ARPU, such as Customer Acquisition Cost (CAC) or churn rates.

Cover slide of the Whylab pitch deck — Pre-Seed 2020 — Whylab pitch deck, slide 1 (2020)

Whylab pitch deck: the facts

Company: Whylab
Year: 2020
Stage: Pre-Seed
Slides: 12
Sector: Mental Health / Wellness
Deck type: Pitch Deck
Outcome: Raised Pre-Seed Round
Headquarters: Germany (DACH region focus)

Whylab pitch deck PDF

The full Whylab deck is embedded on this page and can be read slide by slide in the browser — no download or account required. Each slide is covered in the breakdown above.

What the Whylab pitch deck was used for

This is Whylab’s 12‑slide **2020 pre‑seed pitch deck** positioning the company as a "digital gym for mental fitness" that combines live group workouts, digital coaching, and a digital companion. It targets the high prevalence of mental health struggles among young adults and argues that existing solutions are either clinical, inaccessible, or poorly suited to prevention, framing Whylab as a proactive training alternative. The deck was used around late 2020/2021 to raise a pre‑seed round for product development and team expansion, culminating in a mid six‑figure euro pre‑seed financing announced in January 2022.

Business model: Personal development / mental fitness platform offering structured, coach-led small-group programs and a digital companion for ongoing exercises and habit formation.

Round: Pre‑Seed
Year: 2021
Raised: Mid six‑figure euro amount (pre‑seed).
Lead investor: better ventures Angel Club
Investors: better ventures Angel Club, Christoph Behn, Tina Dreimann, Cedric Duvinage, Björn Kolbmüller, Dörte Kaschdailis, Shio Capital, Dr. Mirko Caspar
Founded: December 2020
Founders: Luca Lea Kleene, Nikola Berkmann, Sarah Reitz
Headquarters: Berlin, Germany
Total funding: Mid six‑figure euro pre‑seed round as of December 2021.

Industry: Mental health / mental wellness / personal development (digital mental fitness and group coaching).

Use of funds as presented: Further development of the Whylab product and hiring additional team members in tech, marketing, and operations.

What happened after the Whylab deck

Whylab scaled its digital mental fitness group coaching product after founding in late 2020, raised a mid six‑figure euro pre‑seed round in December 2021, and was subsequently acquired by Likeminded in 2023 to strengthen that company’s group formats and peer coaching offering.

Founded in December 2020 in Berlin by Luca Lea Kleene, Nikola Berkmann, and Sarah Reitz.
Completed a mid six‑figure euro pre‑seed funding round in December 2021 with better ventures and multiple angel investor
Participated in acceleration via Female Founders – Grow F, as recorded among its investors.
Acquired by Likeminded, a Berlin‑based digital mental health company specializing in workplace solutions and group forma

What the Whylab deck got right

Strong, quantified problem framing. The deck opens with a clear, data‑driven **problem statement**: 75% of young adults report struggling with mental health and lack effective, accessible preventive solutions, immediately quantifying the opportunity and establishing urgency.
Compelling and differentiated product metaphor. Whylab’s positioning as a **"digital gym for mental fitness"** and "mental fitness companion" reframes mental health from clinical treatment to proactive training, making the concept aspirational and easier for investors and users to grasp.
Robust early social proof and traction signals. Slide 6 combines **hard traction metrics** (e.g., minutes spent training, high satisfaction rate, outstanding ARPU) with multiple concrete user testimonials that highlight increased confidence, continued engagement after several group sessions, and surprise at being able to open up to strangers.
Clear focus on group dynamics and peer coaching. The deck emphasizes the **group‑based format** and peer exchange as "the best" part of the product, aligning with later external descriptions of Whylab’s structured small‑group programs and intelligent matching, which investors can see as a source of engagement and potential defensibility.
Ambitious, culturally resonant mission. The mission slide sets a **forward‑looking vision**, asserting that in five years it will be "crazy" that we trained our bodies but not our minds, and frames Whylab as the mental fitness companion enabling a happier, healthier society, which helps investors place the company within a broader cultural shift.
Early evidence of willingness to pay and monetization potential. The deck reports an **outstanding ARPU** and strong price‑performance satisfaction, signaling that users value the program enough to pay a relatively high price point, which is attractive for pre‑seed investors assessing monetization potential.

What could have been stronger

Limited clarity on user and revenue scale despite traction claims. The deck claims strong traction metrics (e.g., minutes trained, high satisfaction, outstanding ARPU) but, based on the OCR, does not clearly present **absolute user counts, cohort retention, or revenue timeline**, making it harder for investors to connect engagement to scalable revenue outcomes.
Broad target problem with limited GTM focus visible. Whylab addresses the broad issue that 75% of young adults struggle with mental health, yet the deck (from the available text) does not articulate a **focused initial beachhead segment** (e.g., B2C consumers vs. B2B corporate programs) or go‑to‑market mechanics in detail, which can dilute the commercial focus.
Sparse unit economics beyond headline ARPU. Although ARPU is described as "outstanding" and price‑performance satisfaction is highlighted, the OCR suggests the deck does not clearly show **pricing tiers, unit economics, or margins**, leaving investors without a quantitative view of sustainability beyond the headline ARPU figure.
Regulatory and clinical positioning not explicitly addressed in slides. Testimonials and satisfaction are emphasized, but the deck text we see does not reference **clinical validation, risk management, or regulatory positioning** (e.g., whether Whylab is strictly wellness or borders on therapy), which could raise diligence questions in a regulated mental health space.
Limited visible competitive positioning in the deck. The mission slide focuses on the aspirational narrative that in five years it will be "crazy" to train bodies but not minds, yet from the OCR there is limited **competitive landscape or differentiation analysis** versus other mental wellness apps and coaching platforms, which investors often expect.

How an investor would read this deck

What draws attention

Clear articulation of a large unmet need: 75% of young adults report struggling with mental health and lack effective, accessible preventive solutions, firmly grounding the problem statement.
Compelling product framing as a **digital gym for mental fitness**, moving the narrative from stigmatized therapy to aspirational training with live group workouts and digital coaching.
Evidence of early product‑market fit through substantial training minutes, high satisfaction rate, strong willingness to provide video testimonials, and positive qualitative feedback about group sessions and personal impact.
Attractive ARPU described as "outstanding" with strong price‑performance satisfaction, suggesting users are willing to pay meaningfully for the service.
Founding team positioned as purpose‑driven entrepreneurs focused on mental health, supported by later validation through backing from prominent angels and better ventures.

Risks that stand out

Potential regulatory and ethical risk if users treat Whylab as a substitute for clinical therapy without clear boundaries or referral pathways, particularly given the mental health context.
Execution risk in scaling a coach‑led, small‑group model while maintaining high satisfaction and personalized matching; operational complexity could pressure margins and quality.
Competitive risk from other digital mental health and wellness platforms that offer group sessions, coaching, or therapy and may have more capital or clinical credentials.
Market perception risk if the "digital gym" framing does not resonate across demographics or is difficult to explain in corporate/B2B settings despite its strength in consumer marketing.
Integration and focus risk post‑acquisition, as Whylab’s standalone roadmap has effectively ended with its absorption into Likeminded, potentially limiting future upside for original pre‑seed investors.

Questions this deck invites

What are the precise pre‑seed traction metrics at the time of the deck: total paying users, cohort‑level retention, churn, and MRR/ARR, and how do these relate to the reported minutes trained, satisfaction, and ARPU?
How is Whylab’s offering categorized from a regulatory perspective—strictly wellness/personal development or bordering on therapy—and what measures exist for safeguarding users (e.g., coach credentialing, escalation protocols)?
What is the initial go‑to‑market focus (B2C direct‑to‑consumer, B2B2C via employers, or hybrid), and what acquisition costs and channels (paid performance, content, partnerships) underpin scalable growth?
How is ARPU of 335€ (as cited in the teardown) generated—program pricing, upsells, group formats—and what are the underlying gross margins and coach economics across cohorts?
What features or data advantages (matching algorithms, curriculum, outcomes tracking) build a durable moat against other mental wellness apps and coaching platforms, and how did the team plan to defend against commoditization over 3–5 years

What founders can take from the Whylab deck

A strong, memorable **product metaphor** ("digital gym for mental fitness") can reframe a stigmatized problem like mental health into an aspirational, everyday behavior that investors and users immediately understand.
Combining **quantitative traction metrics** (minutes trained, satisfaction rate, ARPU) with **qualitative testimonials** creates a more credible and emotionally resonant story of impact than either alone.
Positioning a mental health solution clearly in the **preventive, training‑oriented space** helps differentiate it from clinical therapy and can sidestep some regulatory and stigma issues, while still addressing a large market.
Highlighting **group dynamics and peer coaching** as the core of the product can signal both engagement and potential network effects, especially when supported by structured matching and scientifically grounded methods.
Securing a diverse set of **angel investors with relevant domain and startup experience** (e.g., founders and operators) can validate the concept and support the narrative that the market and model are credible even at pre‑seed.
A clear, ambitious **mission slide** that looks ahead five years (e.g., normalizing mental fitness training) can help investors place the company within a broader cultural shift, not just a narrow app opportunity.

Whylab pitch deck: common questions

What does Whylab actually do?

Whylab describes itself as a **digital gym for mental fitness**, offering an all‑in‑one platform that combines mental fitness assessment, live group training sessions, and a digital coach focused on accountability and behavior change. Its programs are structured interactive learning experiences using scientifically validated methods and small peer groups matched to individual needs.

What is in Whylab’s 2020 pitch deck?

The 2020 deck is a **pre‑seed fundraising deck** with 12 slides that frames Whylab as a mental fitness companion, highlights the problem that 75% of young adults struggle with mental health, and presents a product combining live group workouts, digital coaching, and a digital companion. It also showcases early traction metrics such as minutes trained, satisfaction rate, testimonials, and ARPU.

Which fundraise was this deck used for, and how much did Whylab raise?

Whylab completed a **pre‑seed financing** in December 2021, announced in January 2022, raising a mid six‑figure euro amount from better ventures’ Angel Club and a group of notable angel investors. This round followed the period when the 2020 pre‑seed deck was used to pitch the company.

Who invested in Whylab’s pre‑seed round?

Whylab’s pre‑seed was led by the **better ventures Angel Club**, with participants including Christoph Behn, Tina Dreimann, Cedric Duvinage, Björn Kolbmüller, Dörte Kaschdailis, Shio Capital, Dr. Mirko Caspar, Anna Kaiser, Stephan Bayer, Andre Heeg, and Julius Göllner. PitchBook also lists Female Founders – Grow F among Whylab’s investors.

What happened to Whylab after this deck—does the company still exist independently?

Whylab was **acquired by Likeminded**, a Berlin‑based digital mental health company, in a transaction completed around September 2023, strengthening Likeminded’s group formats and intelligent peer coaching offering. PitchBook records the deal as a merger/acquisition, with Whylab generating revenue at the time.

Sources

Funding and outcome facts on this page were researched on 2026-08-21 from the pages below.

Whylab pitch deck slides

Whylab pitch deck slide 1 of 12 — Whylab pitch deck — slide 1 of 12

Whylab pitch deck slide 2 of 12 — Whylab pitch deck — slide 2 of 12

Whylab pitch deck slide 3 of 12 — Whylab pitch deck — slide 3 of 12

Whylab pitch deck slide 4 of 12 — Whylab pitch deck — slide 4 of 12

Whylab pitch deck slide 5 of 12 — Whylab pitch deck — slide 5 of 12

Whylab pitch deck slide 6 of 12 — Whylab pitch deck — slide 6 of 12

What each slide of the Whylab pitch deck says

Slide 2

75% of young"'édults report to struggle with mental health lack of effective & accessible solution for mental health prevention exhaustion isolaton @ anxie y door relationships Se

Slide 3

mental fitness a prevents severe 4 ’ A 2, mental health 9, k & issues 1 A : like physical fitness, mental fitness can be — trained effectively gv -“ §

Slide 4

whylab « the all-in-one digital gym Ld 17 to train your mental fitness > a’ live workouts digital coach

Slide 5

whylab how it works mental fitness train together with your group coach & group assessment accountability Va —~ pr = eee” | ¥ B YY je ps | Nieniion . A i E fd ——— 3 Bo me—

Slide 6

minutes spent training with whylab whylab has helped me regain confidence at work. am reminded of what I'm good at. whylab © 2022 our users love whylab satisfaction rate high willingness to testify on video I just finished my 6th group session and I'm thrilled! will continue working on myself. J33E ARPU outstanding price-performance satisfaction The best is the group exchange. would have never thought could open up to strangers.

Slide 7

mission an In 5 years we will look back and think it's crazy that we trained our 'bodies but not our minds. It's our mission to be the mental fitness companion enabling a happier and healthier society.

Slide text above is read directly from the Whylab deck PDF embedded on this page.