JumpStart Inc. invests in company involving Drs. Michael Roizen, Mehmet Oz

Enforcer eCoaching has a sales team and a marketing partnership with the Cleveland Clinic. In addition to hospitals, the company also plans to sell its services through employers and health insurance providers.

Dr. Roizen is the Cleveland Clinic's chief wellness officer, and Dr. Oz is host of “The Dr. Oz Show.” Together, they wrote “YOU: The Owner's Manual” and other books in the same series.

The two men “have spent the last quarter-century gathering and refining the knowledge base that is the framework of Enforcer's product,” said Jerry Frantz, managing venture partner at JumpStart, which assists and invests in startups in Northeast Ohio. “The expertise of these health and wellness thought leaders, when paired with the growth strategies and technical capabilities of the company's local leadership team, bodes well for the success of the company.”

The company's other founders are investor Arthur Benjamin and Steven Lindseth, who is CEO of another “You Docs” startup called YouBeauty.com and used to be CEO of Cleveland software developer Axentis Inc. Enforcer eCoaching's president and CEO is Marty Butler, who previously was an executive with Walgreens, Whole Health Management and Eaton Corp.

Enforcer eCoaching will use JumpStart's money to continue developing the second version of its software and to improve processes related to its software and operations.

The startup in March raised $1.6 million from 15 investors, according to a document filed with the U.S. Securities and Exchange Commission. The company previously had raised $500,000 from eight investors, according to another SEC document filed in January 2011.

Enforcer eCoaching is the 65th company to join JumpStart's portfolio. (By CHUCK SODER - crainscleveland.com)