It was a personal solution to a real-life problem that grew into something much bigger
This week’s Founder Friday, Dynamic Business sat down with Tomi Jurlina, co-founder of Workout Meals, to discuss how a hatred of cooking sparked a business revolution.
From a $1,400 startup investment to delivering 5 million meals and creating the world’s first air fryer ready meals, Tomi and his business partner Dean Deakin have turned personal frustration into entrepreneurial gold.
When cooking becomes the enemy of gains
The story of Workout Meals begins with a problem many fitness enthusiasts will recognize: the gap between good intentions and kitchen reality. In 2012, Tomi Jurlina joined a gym and received what should have been a game-changing tool: a high-protein meal plan from his personal trainer. There was just one problem.
“I’ve never enjoyed cooking and I still don’t,” Tomi admits with refreshing honesty. Faced with this culinary roadblock, he did what any practical person would do, he asked his trainer if there was a service that could handle the meal prep for him. The response was less than encouraging: “Only if you hire a personal cook.”
But rather than accept defeat, Tomi saw opportunity. “That’s when the idea really clicked,” he explains. Working alongside Dean, whose mother and aunt were talented cooks, the concept began to take shape. “I shared the concept with him, and from that point, everything started to fall into place. It was a personal solution to a real-life problem that grew into something much bigger.”
From kitchen table to kitchen revolution
Neither of us had prior business experience, and to make things even more interesting, I’ve never been passionate about cooking, in fact I hate it!
What started as a $700 investment from each founder has evolved into something neither Tomi nor Dean could have predicted. The company has now delivered over 5 million meals across Australia, but their journey to success wasn’t without its learning curves.
“You could probably write a book or even a comedy series about the challenges we’ve faced on the Workout Meals journey,” Tomi laughs. “Neither of us had prior business experience, and to make things even more interesting, I’ve never been passionate about cooking, in fact I hate it! If there was a mistake to be made, chances are we made it.”
Despite the rocky start, or perhaps because of it, Workout Meals carved out a unique position in the Australian market. “We were the first to introduce high-protein ready meals to the Australian market, and while we’ve made just about every mistake you can think of along the way, we’ve never stopped pushing forward,” Tomi reflects. “In many ways, we’ve set the blueprint that others in the space now follow.”
Innovation that changes the game
The company’s latest breakthrough perfectly encapsulates their innovative spirit. With two-thirds of Australian households now owning air fryers, Workout Meals saw an opportunity that no one else had spotted.
“Our most recent innovation is a great example of that: we’ve launched the first high-protein ready meals in Australia and possibly the world that can go straight into an air fryer, just like a microwave meal,” Tomi explains with evident pride. “It’s a game-changer for convenience, quality, and customer experience, and it reflects our ongoing commitment to staying ahead of the curve.”
The response has been unprecedented. Sales have tripled since the air fryer meals launched just six weeks ago, forcing the company to bring in extra kitchen staff to meet demand.
Staying ahead of the pack
Staying ahead means constantly evolving whether it’s through product development, packaging, or how we engage with customers
For Tomi, innovation isn’t just a business strategy, it’s the company’s DNA. “Innovation has always been at the core of what we do at Workout Meals,” he emphasizes. “We were the first to introduce high-protein ready meals to the Australian market, and we’ve continued to lead the way ever since.”
This commitment to being first extends beyond just product development. “Staying ahead means constantly evolving whether it’s through product development, packaging, or how we engage with our customers. We’re proud to set the benchmark in the industry and keep others on their toes.”
Hard-earned wisdom from the trenches
Two of the most important lessons we’ve learned are: first, the quality of your product is everything especially in the food industry. And second, the numbers on the books have to make sense.
Through all the mistakes and victories, Tomi has distilled his experience into clear lessons for other entrepreneurs navigating similar challenges.
“One of the biggest hurdles was finding the right partners and building a reliable team,” he notes. “In business, anything can happen and often does so it’s crucial to have a rock-solid foundation made up of people you can trust.”
The lessons learned have been fundamental to their ongoing success. “Two of the most important lessons we’ve learned are: first, the quality of your product is everything especially in the food industry. And second, the numbers on the books have to make sense. If they don’t, you’ll constantly find yourself scrambling to catch up.”
Building something bigger than yourself
What makes Tomi’s story particularly compelling is how he’s turned a personal weakness his dislike of cooking, into a business strength. By acknowledging what he couldn’t do and finding partners who could, he’s created a solution that resonates with thousands of Australians facing the same challenge.
The success of their air fryer meals, with favorites like Southern Fried Chicken and Chicken Parmigiana leading the charge, proves that sometimes the best business ideas come from the most honest self-assessment. Tomi didn’t pretend to love cooking or try to become something he wasn’t. Instead, he built a business around solving the problem for people just like him.
From that first conversation with a personal trainer to becoming pioneers in Australia’s healthy meal industry, Workout Meals represents more than just business success; it’s proof that sometimes the best innovations come from the simplest admissions: “I hate cooking, and I bet I’m not alone.”
Keep up to date with our stories on LinkedIn, Twitter, Facebook and Instagram.
