5 Ways WAYB Is Reinventing Family Gear: Insights From CEO Tio Jung

Beyond the Pico: Where WAYB Is Headed Next

Most brands start with a product. WAYB started with a problem: why is family travel so unnecessarily hard?

The answer came in the form of the Pico™ — an 8-pound FAA-approved car seat that folds into a backpack and changed the game for traveling families. But here's the thing about solving one problem really well: it opens your eyes to all the others.

As WAYB's community grew, so did the questions. What else could work this way? What if thoughtful design wasn't just for travel — what if it was for every day?

We sat down with WAYB CEO Tio Jung to talk about what happens when a brand built on innovation decides to think bigger. Here's what we learned about where WAYB is headed — and why it matters for families navigating life beyond the airport.

1. Growing Beyond a Single Breakthrough Product

The Pico didn't just solve a problem — it proved a point: when you design something actually useful for parents, they notice.

And they started asking: What else can you make?

"We realized we weren't just a car seat company," Tio told us. "We were building something bigger — a brand that parents trust to solve real problems with smart design."

That shift changed everything. WAYB isn't chasing categories for the sake of growth. They're asking a different question: Where else are families dealing with unnecessarily complicated gear? And then they're fixing it.

2. Beyond the Airport: Designing for the Other 364 Days

The Pico made WAYB synonymous with smart travel. But most of family life doesn't happen at 30,000 feet — it happens in the carpool line, at the playground, on the walk to school.

That's where WAYB is headed next.

"We kept hearing the same thing from our customers," Tio said. "They'd tell us, 'I love how much thought went into the Pico. Why can't everything work this well?'"

Fair question.

So WAYB started designing for everyday moments — the ones that happen over and over, where clunky gear becomes genuinely annoying. That means:

• Smarter mobility solutions that work beyond the rental car counter
• Durable soft goods built to outlast the "I want to carry it myself" phase
• Thoughtful accessories designed around what families actually need (not what looks good in ads)

The filter for every new product? Simple: Does this solve a real problem, or are we just making stuff?

If it's the latter, it doesn't get made.

3. Why WAYB Refuses to Rush

Ask Tio about his design heroes and he'll name Dyson. Apple. Brands that take their time because they're solving hard problems, not just filling shelf space.

"I don't want to build a company that chases revenue," he told us. "I want to build one where every product actually makes family life better."

That's not a tagline. It's a constraint.

WAYB ships when something's ready — not when the calendar says it's time. That means saying no to shortcuts that would get a product out faster but make it worse.

"There's always pressure to move faster," Tio admitted. "But speed kills quality. And once you start compromising on that, you're not WAYB anymore."

So they don't. Even when it's hard. Even when it would be easier to just ship something.

Because parents can tell the difference between a product that was thoughtfully designed and one that was rushed to market. And WAYB's betting everything on that difference.

4. Creating a Brand Experience That Feels Human

WAYB's evolution isn't just about expanding product categories. It's about building a brand that families feel emotionally connected to.

"We're designing every interaction to feel smarter, warmer, and more human," Tio explained. "Modern design with soul. Innovation with empathy."

This shift shows up in:

• Clearer instructions
• Intuitive packaging
• Support that feels like talking to a real person
• Storytelling rooted in real parenting moments
• Gear that's approachable, simple, and built to last

Tio summed it up simply: "The shift I want families to feel is this: WAYB understands me."

5. Built to Last (Because That's Actually Sustainable)

Tio doesn't buy the idea that slapping "eco-friendly" on a label makes something sustainable. Real sustainability? It's about making things people don't need to replace.

"We design products you buy once and use for years," he said. "That's better for families and the planet."

WAYB's approach is simple:

• Make it durable enough to survive multiple kids
• Make it easy to clean and care for
• Make it good enough that you don't want to replace it

Less waste. Less clutter. Less stuff parents have to research, buy, and figure out where to store.

When we asked Tio what success looks like, he didn't talk about revenue or market share. He imagined a parent stopping him someday to say:

"WAYB helped us travel lighter and worry less. You didn't just make a product — you actually understood our lives."

That's the goal. Not just good gear — gear that removes the friction and gives families back something more valuable: time, ease, and a few less things to think about.

What's Next

WAYB isn't trying to become everything to everyone. They're building for the parents who already get it — the ones who care about design that actually works, not just looks good in photos.

"The Pico was just the beginning," Tio said. "We're building a brand families can trust to solve real problems — not just sell them more stuff."

More products are coming. But only the ones worth making.