Tristan Schukraft

A BORN ENTREPRENEUR. Tristan Schukraft has always considered himself an entrepreneur. Growing up in Los Angeles in a supportive and liberal household, he was headstrong and driven, with a knack for turning ideas into business ventures.

Tristan’s adventurous spirit led him to Europe, where he pursued modeling at the age of 17. This stint took him to Italy, Amsterdam, and Germany, allowing him to experience different cultures and develop a sense of independence. However, his entrepreneurial itch never left him. When his parents, who were keen to channel his drive into something productive, offered him a $10,000 loan to start his own business, he returned to the U.S.

Recognizing a golden opportunity, Tristan aimed to raise more money by selling the hottest product at the time: Razor scooters. He invested the loan in 450 Razor scooters, selling them at swap meets, schools, and office buildings. After six weeks, he had made a further $16,000, which he used to launch his first company, ID90.

Founded in 2000, ID90 was a travel portal that provided a much-needed solution for airline personnel to book hotels and flights easily. By 2006, the company had evolved into ID90 Technologies, focusing on e-ticketing. However, the traditionally slow-moving airline industry was resistant to Tristan’s disruptive approach. “It was a struggle, not just because people weren’t interested in e-tickets back then, but also because people thought I was taking jobs away from other people.” Despite these hurdles, Tristan’s determination and resilience helped him build a successful company that continues to grow.

After years of extensive travel with ID90, Tristan stepped away, moved back to West Hollywood, and ran for office. It was an experience he found both “enlightening and exhausting”. He then transitioned into the magazine business, investing in Frontiers Magazine, a long-standing and renowned LGBTQIA+ publication. “It was like a time capsule of the LGBTQIA+ movement and I worked hard to keep it alive,” he explains. “We ended up selling it to a publicly traded company and it went out of business. It’s unfortunate because it is so important to maintain queer voices in media.”

In 2019, Tristan founded MISTR, a telemedicine platform dedicated to promoting the use of PrEP. The idea for MISTR emerged when local health organizations approached him about the low uptake of PrEP in the community. Tristan identified barriers to access and adherence, such as the need for repeated doctor visits, and created a platform that simplified the process. MISTR’s success was evident from the start, with 375 signups in its first six weeks, and now averaging 600 sign-ups a day.

PRESERVING LGBTQIA+ INSTITUTIONS. Tristan’s recent ventures include acquiring The Abbey, a famous gay bar in West Hollywood, and expanding into hospitality with Tryst Hospitality, which includes three hotels, five bars, and seven restaurants. His vision for both extends beyond just providing a place to stay or have a drink; he aims to foster a sense of community and belonging. “If somebody doesn’t come in and take over organizations, we’ll lose these institutions and our queer communities will start to disappear,” he asserts.

Tristan is mindful of the impact of artificial intelligence on human interaction, especially in the hospitality industry. However, he firmly believes in the irreplaceable value of face-to-face interactions and is committed to creating spaces where people can connect authentically.

For those looking to follow in his footsteps, Tristan offers sage, practical advice: “Stay lean and mean as long as you can. Don’t give away equity too easily and always be prepared for setbacks.” Emphasizing the importance of resilience, smart decision-making, and maintaining control over one’s business, he adds: “Remember, it’s usually cheaper to hire people than to give away equity. Oh, and you’re always going to need more money than you think.”