Cheek’d Shark Tank Update – Shark Tank Season 5
A stack of dating cards and a bold vision took center stage in Shark Tank Season 5. Could Cheek’d reinvent how singles make real-world connections?
Lori Cheek brought a service called Cheek’d, the next big thing in online dating, into Shark Tank Season 5 Episode 18. Cheek’d was more like online dating in reverse. Users signed up for the service and were sent a stack of cards the size of business cards.
Each card had “pick up lines” on them along with a code. If the card recipient was interested, they went to the Cheek’d website and checked out the sender’s profile; if they were interested, they could contact them.
Her idea was born when a friend wrote “Want to have dinner?” on the back of a business card and handed it to a woman he found attractive. He landed a date, and the idea for Cheek’d was born.
Lori was seeking investment capital and strategic expertise to help grow the business. Would the Sharks invest in Cheek’d, or would they question whether the business could compete in the rapidly growing online dating industry?
About Cheek’d
| Category | Details |
|---|---|
| Business Name | Cheek’d |
| Founder | Lori Cheek |
| Industry | Online Dating |
| Product | Reverse online dating service using physical cards |
| Funding (Pre-Shark Tank) | Self-funded |
| Investment Asked | $100,000 for 10% equity |
| Deal Status | No Deal |
| Deal Outcome | All Sharks declined |
| Valuation | $1 Million |
Some of the cards were a bit “snarky,” as Lori put it. They had sayings like “I’m much better than the person you’re with,” “just act natural, we can get awkward later,” and more. What made Cheek’d unique was that it added a human element to online dating because there was an actual in-person contact, however brief, before the online courtship started.
Cheek’d Shark Tank Pitch
Lori came to the Sharks looking for $100,000 in return for 10% equity.
The cards had a pickup line on one side, like “I’m flirting with you ;)” and on the other, a unique code that led recipients to the giver’s personal online profile. The technique allowed singles to connect with potential matches unobtrusively and without sharing too much personal information right away.
She handed each Shark a personalized Cheek’d card. Robert Herjavec‘s read, “I saw you teaching me out.”
Barbara Corcoran was amused, but she had questions about how they worked. Users purchased a “deck” of Cheek’d cards for $20 and paid $10 a month to keep their code and profile active.
The Sharks wanted to know about the numbers. At the time of airing, Cheek’d was in 47 states and 28 countries. There were 4,500 active members, with 1,125 paid members. Lori had made $56,000 in three years with Cheek’d. She had invested $120,000 of her own money.
Kevin O’Leary said, “My definition of a hobby is something that doesn’t make any money in 3 years.” Lori had given up her apartment and was temporarily living with friends while building the business.
What Made Cheek’d Unique?
Cheek’d attempted to differentiate itself from traditional dating platforms through several unique features:
- Combined real-life encounters with online dating.
- Used physical cards featuring pickup lines and profile codes.
- Allowed users to connect without immediately sharing personal information.
- Created opportunities for “missed connections” to become real conversations.
Did Cheek’d Get a Deal on Shark Tank?
Although the Sharks appreciated Lori’s passion and creativity, they had serious concerns about the business.
She explained that her website had been “broken” and that she had only recently gotten the kinks sorted out. Mark Cuban was unimpressed. “You’ve fixed it after spending $120,000? I have a rule: when people come in who are delusional, I have to say I’m out. I’m out.”
Kevin O’Leary, in true Mr. Wonderful style, told a story about a boy whose father made him shoot his rabid dog. He said, “Your deal is your dog. If you won’t let me shoot it, I have to say I’m out.”
Robert Herjavec thought that people liked online dating because of the anonymity and the convenience. He thought the business model was flawed, and he was out.
Lori Greiner agreed. She didn’t feel the idea was working. She was out.
Barbara Corcoran didn’t believe the business model worked either. “You’re the right entrepreneur, but this is the wrong business.” She was out.
The final Shark had spoken, and Lori left the stage without a Shark deal.
Cheek’d Shark Tank Update
Lori Cheek provided an update on her progress. She rebranded and rebuilt Cheek’d in a little over one year.
After getting shot down by all five Sharks, she looked them in the eye and said, “Trust that you’ll all see me again.” Although those final bold words of hers ended up on the cutting room floor, in the 48 hours after the broadcast, Cheek’d received a record-breaking 100,000 unique visitors, and the inbox filled up with thousands of emails insisting that the Sharks were “out of their minds” for not investing.
After Shark Tank aired in February 2014, Lori found what she described as the missing link that had been missing from the business for years.
Although the Sharks were highly critical of the business, Lori later admitted she never expected to leave the Tank with a deal. She believed the real value of appearing on the show was the exposure Cheek’d would receive from millions of viewers.
Following the Shark Tank broadcast, Lori found what she described as the missing piece of the puzzle by bringing a Chief Technology Officer on board. The CTO helped finance and develop a completely redesigned version of Cheek’d.
She also partnered with Roger Chinchilla, who bought out her previous partners and became an equity shareholder in the company.
The Pivot to a Mobile App
The newly launched dating app helped users reconnect with missed connections by using technology that was not available when Cheek’d first launched its patented concept in 2010.
While the original physical cards worked as effective icebreakers, the company discovered that many users were still uncomfortable approaching strangers and handing them a card. Looking for a better solution, Cheek’d evolved into a mobile application designed to make real-world connections easier and less intimidating.
Previously, users handed out cards featuring pickup lines and unique profile codes. Interested recipients could visit Cheekd.com, enter the code, and view the sender’s private profile.
The newly launched Cheek’d reimagined online dating with an app that made missed connections obsolete.
Cheek’d uses cross-platform low-energy Bluetooth technology to foster hyper-local engagement. The app connects people in real time rather than virtual time. Connections begin in person, and Cheek’d helps users take the next step and continue the conversation online.
Cheek’d ensured users would “Never Miss a Connection.” Thanks to this Bluetooth technology, the app worked on trains, planes, and elsewhere.
Users receive an immediate notification if someone who meets their criteria is within 30 feet of them. If users are near a potential match, the app immediately notifies them.
The redesigned app officially launched on Valentine’s Day 2015.
Legal Challenges
In September 2017, the company was sued for patent infringement. Alfred Pirri claimed that Cheek stole the idea he had come up with in 2007.
The case was dismissed in April 2018.
The following year, in October 2019, the same man sued Cheek for defamation. The case was dismissed in March 2021, and Pirri was ordered to pay Cheek’s attorneys’ fees.
Cheek’d Today
As of November 2023, the company was reportedly generating approximately $1 million in annual revenue while continuing to operate in the competitive online dating market.
Despite facing intense competition in the online dating industry, technical challenges, financial struggles, and years of legal battles, Lori continued operating the business.
Cheek’d Net Worth 2025
Cheek’d remains a privately owned company, so its exact valuation is not publicly available. However, the company was reportedly generating approximately $1 million in annual revenue while continuing to operate in the competitive online dating industry. Although its current net worth is unknown, the business has remained active years after appearing on Shark Tank.
Where Can You Use It?
Cheek’d had transitioned from a physical card system to a mobile dating application that helped users connect with people they encountered in everyday life and was available on the Play Store and Apple Store through as seen on their official website.
Follow their social media profiles, Facebook and ,X for new updates on the business.
Posts About Cheek’d on Shark Tank Blog
Learn more about the inspiration behind the idea and how the cards worked in our detailed guide on Dating Cards.
Quick Summary
- Lori Cheek pitched Cheek’d, a reverse online dating service that combined physical cards with online profiles and asked for $100,000 in exchange for 10% equity.
- The Sharks questioned the business model, sales performance, and market potential, and all five Sharks declined to invest.
- After the show, Lori rebuilt the company and launched a Bluetooth-powered dating app. Despite legal challenges, Cheek’d continued operating and later achieved estimated annual revenues of around $1 million.
Check out other Shark Tank Season 5 Episodes.
Curious about the other businesses featured in Shark Tank Season 5 Episode 18? Explore more updates and see which ideas made a splash in the Tank.
