Twin tank

Blake Gratton was out on a date with his wife six years ago when they were seated next to an LED-lit aquarium full of pulsating jellyfish. He was fascinated.

Fast forward to last year: While Blake and his brother Brock freshened up the website of their business, Sarasota-based Xplode Marketing, a jellyfish graphic reignited an interest in the sea creature. They ordered a desktop jellyfish tank for their office. But after a few weeks of observing the tank consistently harm its inhabitants, the crafty twin brothers took action.

“We were sitting there and thought, 'Man we just spent all this money' and we knew we could design a desktop jellyfish tank that was better,” says Blake.

They jumped into research. They were determined to come up with a tank design that would keep the fragile jellyfish from getting sucked into the filter grates. “Our idea was to create a spray bar that would push the jellyfish away from the grates to create that natural movement,” says Brock.

It took nearly a year and seven prototypes, and hours of consultations with fish tank experts and marine biologists nationwide. In early February, the Gratton brothers launched a Kickstarter campaign for JellyTank — a 5-gallon desktop jellyfish tank featuring their patented spray bar.

Their Kickstarter goal was $25,000 in pledges by March 9. They made that in two days, and by Feb. 27 it had surpassed $100,000 in pledges.

The Gratton brothers have developed several products in the past decade. One example: the Fitbottle, a personal water bottle that uses biofilter technology to filter out not just chemicals, but bacteria and viruses. Even their friends, they say, have no idea of their many inventions and ventures beyond Xplode Marketing.

JellyTank is different.

“This is the first product we've really put our faces behind,” says Blake.

Up next: Get it out to the masses.

“Our market is going to be those people who want one in their house with their kids, a dental office or even a barbershop, says Blake. “Really, it's for anyone who wants something unique with a clean, modern design.”

The brothers put a lot of effort into sourcing the JellyTank components prior to launching their Kickstarter campaign. As soon as the campaign ends, production is ready to begin. They expect to have all pledges fulfilled by June.

The twins will assemble at least the first 1,000 tanks themselves.

“We are the types that just go out and do it and learn from it,” says Brock. “We aren't afraid to do a little hustling.”

The tank will retail for $199, jellyfish sold separately, including on the JellyTank website. A $175 pledge during the Kickstarter campaign is good for the tank plus a starter kit. The kit, say the twins, is a $40 value that includes accessories such as jellyfish food, biofilters and salt to maintain the system. 

“We were able to develop this with premium acrylic and UL-certified electronics. We didn't skimp on that,” says Blake. “But we have enough margin to sell to a distributor to sell to a retailer to sell to a customer and stay at that price point.”

Their business model as an added twist: Each major component of the tank is separate and therefore replaceable. Parts will also be available on the website.

JellyTank is also working on community partnerships, including a research agreement with Mote Marine & Freshwater Aquaculture and Research Program in Sarasota to learn about healthy and sustainable ways to grow jellyfish.

The brothers bring a go-for-it attitude to the venture. “If you have an idea, don't just let it sit there. Actually get out there and test it,” says Blake. “If you truly believe in it, make it happen.”