About Us
AYO was founded with a single purpose: to help us live happier, healthier and more active lives

Embrace your best life by understanding and supporting your body’s biological rhythm that fuels your days and helps you rest at night. AYO delivers knowledge, tools and inspiration, empowering you to achieve your health and wellness goals.

Our Story

The story of AYO began years ago when the founders of AYO were living in The Netherlands. During the short and dark winter days, we discovered how much the human body needs light in order to have optimum energy levels, sleep, mood and overall well-being.

We realized that not only us but millions of people worldwide experience the negative effects from the lack of light in winter, which puts our bodies out of balance. And it's not only the lack of light but also our 24/7 dynamic lifestyles that leave us out of sync. This inspired us to create a solution. A solution in which a person can take control of their health and wellbeing easily and naturally in just 30 minutes per day. That is how AYO was born in 2015 over a wildly successful crowdfunding campaign.

Throughout the years after AYO’s launch, we further realized the importance of a unique biological system we all have – our circadian rhythm. This rhythm is highly personal and so powerful that it influences main brain and body functions such as alertness, sleep patterns, performance, metabolism and mood. Science has shown that the most important factor in supporting our circadian rhythm is light. However, other factors also play an important role.

That is why we started a movement to share with the world our knowledge and tools about this unique biological system, inspiring you to take control of it and thrive.

We believe that you can get more from your body if you understand it on a deeper level. Our mission is to change the way every person connects with their circadian rhythm so we can all live, feel and perform at our very best.

People First

We believe we have made a product that changes the way we see our bodies. We should be kinder to ourselves. Love ourselves. Embrace ourselves for all that we are — even if our sleep cycles and eating habits are off track. We support diversity, inclusion and individuality. We are all unique. AYO is here to help us embrace our individual circadian rhythm, so we can get the most from our bodies.

AYO Founders

Alexander Dimitrov

Alexander Dimitrov

CCO & Founder

Alexander is an energetic go-getter, with an undying passion for entrepreneurship and getting things done. He holds Executive Education from Harvard Business School and MSc. Entrepreneurship from Rotterdam School of Management. Alexander is an energetic go-getter, with an undying passion for entrepreneurship and getting things done. He holds Executive Education from Harvard Business School and MSc. Entrepreneurship from Rotterdam School of Management.

Branislav Nikolic

Branislav Nikolic

CEO & Founder

Branislav is a creative problem solver and visionary with an unchained passion for innovation. He completed his Executive education at HBS, Harvard University and holds a Master’s Degree in Entrepreneurship from RSM, Erasmus University. Brana is an award-winning innovator, entrepreneur and thought leader in Circadian Health. He is a council member of SleepTech by National Sleep foundation, Good Light group and a member of World Sleep Society.



He is responsible for the overall company vision, leadership and product direction.



Brana is a strong believer in paying it forward and is a new technologies’ aficionado, passionate traveler and an avid gamer.

Circadian Health Initiative

Circadian rhythm and natural light are perhaps the most overlooked aspects of optimal function when it comes to our brains and bodies. Our mission is to empower 100 million people by 2030 to take charge of their Circadian Health and live a healthier, happier and more active life.

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AYO Circadian

Health Initiative