BOOM
YOU SHOULD KNOW
Bryan Frist Yoshi co-founder seeks to ‘keep moving’ with contactless vehicle fueling and service company BY WILLIAM WILLIAMS
B
ryan Frist is a man on the move. And regarding the “on the move” theme, so, too, is Yoshi, the contactless vehicle fueling and service company Frist co-founded in 2015 with Nick Alexander and Dan Hunter. Frist and his colleagues in January relocated Yohsi — a Japanese word that roughly translates into “keep moving”— to Nashville from California so as to build upon some serious momentum. Example? To date, the company has raised more than $36 million, with GM Ventures and ExxonMobil having spearheaded Series A and Series B fundraising rounds. Other investors include NBA All-Star Kevin Durant, former NFL player Joe Montana and Y Combinator in Silicon Valley. “We are devoting recent investments towards continued innovation and expansion, in order to create even more convenience for our customers,” Frist says. “We are also hiring across all areas of the business.” Frist has been well prepared to be an entrepreneur. Prior to co-founding Yoshi, he was involved in launching international hospital company Chinaco Healthcare Corp. in China. “I was the first American on the ground and was focused primarily on project management and building out the leadership team,” he says. “I learned how to take a vision and turn it into reality amidst lots of unknowns. I also learned how important it is to find good people and put them in positions of authority so that they can execute on the vision.”
4
FALL 2021 | NASHVILLEPOST.COM
As noted, Yoshi provides contactless services by delivering fuel and car care to its customers’ vehicles. Founded as a direct-to-consumer refueling business, the company has since expanded the service menu with light maintenance, car washes, detailing and oil changes. It also now offers its services to fleet and corporate customers as it continues to expand its business portfolio nationally. Frist says a key reason for starting Yoshi was the realization that “no one enjoys going to the gas station.” When he, Alexander and
Hunter founded the company six years ago, they wanted to create a customer experience and a distinctive brand. “Having a unique name — one that sticks and that people remember — has been a big part of that,” he says. As to the fee structure — the Yoshi app is compatible with iOS and Android devices — new customers get a 30-day free trial, paying only for fuel and services. If satisfied, they then can choose between a $20 per month or a $192 per year membership, which covers all
