What Elo Health does

Elo Health is a San Francisco-based personalized nutrition company founded in 2020 by Ari Tulla (CEO) and Tapio Tolvanen (CTO). The company sells goal-based supplement products including Sleep Gummies, All-day Energy Gummies, and three protein powders (Recovery, Metabolism, and GLP-1) priced at $29-$59 per month via subscription or one-time purchase. Distribution combines direct-to-consumer e-commerce through a Shopify storefront (elo.health) and Amazon with B2B partnerships across three commercial models — Elo-Branded (revenue share), Co-Branded (custom packaging), and White Label/JV (fully custom formulations). The company has raised approximately $18.5M in total funding across seed rounds spanning 2020-2025 and operates with a team of 1-10 employees.

Elo's core technology centers on biomarker-driven personalization using at-home blood sample collection kits (Elo Biomarker Kits) processed through third-party laboratory Microdrop. The privacy policy references an "artificial intelligence engine" and "data analytics methods" that combine blood biomarker results, wearable data (Whoop HRV and recovery scores), continuous glucose monitor readings, and self-reported information to generate personalized supplement recommendations. The platform is supported by an iOS application that integrates with Apple Health, and products are manufactured in cGMP-certified, FDA-registered facilities with third-party testing for purity and potency.

The go-to-market increasingly emphasizes institutional channels. The most prominent B2B relationship is a joint venture with a national fertility network covering 200+ physicians across 100+ clinic locations, which the company reports achieved 400% growth in 2025. In April 2025, Elo entered a strategic co-branding and distribution partnership with Outside, the world's largest outdoor media company, launching goal-based nutrition products for everyday athletes. The Sleep Gummies carry a Sleep Foundation endorsement, and the company has been featured in Forbes, Bloomberg, TIME 100, and the New York Times. Headquartered in San Francisco, Elo currently operates primarily in the USA market through North America.

Name

Elo Health

Legal name

Elo Health, Inc.

Website

https://elo.health

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Elo Health, founded in 2020 in San Francisco, is a personalized nutrition company that uses at-home biomarker testing and AI-driven analysis to formulate customized supplements, selling via DTC e-commerce, Amazon, B2B clinic partnerships, and a co-branded partnership with Outside media.

Ownership category

akta.pro rank

Product category

Personalized Nutraceutical Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

SIC

In Vitro & In Vivo Diagnostic Substances (2835)

akta.pro primary industry

Weight Management & Metabolic Supplements (CRADAGAG)

akta.pro secondary industry

Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Personalized nutrition supplements
• Biomarker testing service
• Functional gummy supplements
• Protein supplement powders
• B2B white-label nutraceuticals

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct-to-Consumer Product Sales: Elo sells personalized supplement products (gummies and protein powders) directly to consumers through its e-commerce storefront and Amazon. Products available via one-time purchase or monthly subscription with 25% discount.
2. B2B Partnership Revenue: Elo generates revenue through B2B partnerships with clinics and wellness brands via three models: Elo-Branded (revenue share), Co-Branded (custom packaging), and White Label/JV (fully custom). Partners earn recurring revenue on every unit sold to their patients/members.
3. One-Time Product Purchases: Single purchases of Elo products without subscription commitment. Available for all product lines including Sleep Gummies, Energy Gummies, and protein supplements.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Elo Health develops and sells personalized supplement products (gummies and protein powders) formulated using biomarker data from at-home blood tests. Customers collect samples via Elo Biomarker Kits, which are processed through third-party laboratory Microdrop to generate Biomarker Test Data that drives AI-powered personalized supplement recommendations across sleep, energy, recovery, metabolism, and GLP-1 medication support. Products are sold DTC through an owned Shopify storefront and Amazon, and through B2B white-label and co-branded partnerships with healthcare providers.

Product overview

Elo Health offers a personalized nutrition platform combining at-home biomarker testing (Elo Biomarker Kits) with AI-powered analysis to generate customized supplement recommendations. The core product portfolio consists of five foundational offerings: three protein powders (Recovery Protein, Metabolism Protein, and GLP-1 Protein) targeting muscle recovery, metabolism/weight management, and GLP-1 medication support respectively, and two functional gummy supplements (Sleep Gummies and Energy Gummies) addressing sleep optimization and cellular energy. The Elo mobile application (iOS) powers daily nutrition habit support with reminders and tips. Products are co-developed with Outside (a major outdoor media company) for the consumer market, and offered through B2B/white-label partnership models for healthcare providers, fertility practices, and wellness brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Sleep Gummies Sugar-free, seven-layer functional supplement gummies that combine magnesium, melatonin, L-Theanine, tart cherry extract, and ashwagandha to help users fall asleep faster, stay asleep longer, and wake refreshed without grogginess or habit-forming ingredients; targeted at health-conscious consumers and everyday athletes, priced at $49 per month on subscription.
• All-day Energy Gummies Caffeine-free, sugar-free gummies delivering 200mg CoQ10 plus citicoline, ashwagandha, eleuthero, and vitamins D3, B12, and B6 to provide clean, sustained all-day focus and stamina without jitters or crash, for consumers seeking energy support without stimulants.
• Recovery Protein A post-workout protein shake combining 20g ultra-filtered whey isolate with electrolytes, vitamins, and turmeric for muscle repair, energy, hydration, and inflammation relief; formulated by sports nutritionists for athletes and everyday users, priced at $59 per month on subscription.
• Metabolism Protein A daily protein shake combining high-quality whey isolate (22g) with psyllium husk fiber, probiotics, and electrolytes to support muscle growth, digestion, metabolism, and weight management without stimulants or added sugar; Madagascar Vanilla flavor, rated 4.9/5, priced at $59 per product ($44/month on subscription).
• GLP-1 Protein A doctor-formulated daily protein shake designed to complement GLP-1 medications such as Ozempic and Mounjaro, supporting healthy weight management by enhancing protein intake, covering nutritional gaps, and aiding digestive changes common with GLP-1 therapy; for GLP-1 medication users, priced at $59 per product.
• B2B Partnership Program (Elo-Branded, Co-Branded, White Label/JV) A flexible B2B partnership program that enables weight loss clinics, sleep & wellness brands, and fertility practices to offer Elo-manufactured supplements to their patients or members through three models — Elo-Branded (revenue share, days to launch), Co-Branded (custom packaging), and White Label/JV (fully custom formulations, up to 90 days) — with Elo handling manufacturing, fulfillment, regulatory compliance, and quality control while partners earn recurring revenue.

Quantifiable outcome

• Saves customers $81/month compared to buying equivalent ingredients separately ($49 vs $130 for Sleep Gummies)
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• OutsidecoreStrategic or Co-development Partner · 29 April 2025Strategic partnership with Outside (world's largest outdoor media company) to launch goal-based nutrition products for everyday athletes. The Outside x Elo collaboration provides accessible protein options for recovery and metabolic health, featuring co-branded products and joint marketing. Elo continues its mission to personalize nutritional support while leveraging Outside's audience of outdoor athletes.
• Microdrop, LLCcoreTechnology or IntegrationThird-party service provider for Elo Biomarker Kits, processing of blood samples, and generation of Biomarker Test Data. Microdrop performs the laboratory testing and analysis that enables Elo's personalized supplement recommendations.
• National Fertility NetworkcoreStrategic or Co-development PartnerJoint venture with a national network of 200+ fertility physicians across 100+ clinic locations. Elo provides fertility-focused nutraceuticals supporting patients from preconception through postpartum. Partnership achieved 400% growth rate in 2025.
• Dr. Dana LisminorOthersPerformance Dietitian to Golden State Warriors and Olympic Athletes who serves as a scientific advisor and product formulator. Dr. Lis contributes expertise in sports nutrition and recovery.
• Dr. Robyn HeisterminorOthersPrecision Medicine Physician serving as scientific advisor. Contributes medical expertise to product development and formulation.
• Zuzana Krejciova-Rajaniemi, Ph.D.minorOthersScience Advisor with PhD credentials contributing to Elo's scientific formulation and research-backed product development.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• Seed Health: Seed Health sells microbiome-targeting probiotic supplements supported by consumer education and clinical research, competing in the digestive/probiotic category adjacent to Elo's Metabolism Protein.
• Rootine: Rootine provides biomarker-driven microbead-formulated vitamins with at-home testing, operating with a similar biomarker-plus-personalized-formulation thesis as Elo but at smaller scale.
• Levels Health: Levels sells continuous glucose monitoring and metabolic-health analytics that pair with nutrition and lifestyle changes — its biomarker-led metabolic positioning overlaps with Elo's Metabolism Protein and biomarker stack.
• Pendulum Life: Pendulum sells probiotic supplements targeting metabolic health, overlapping with Elo's Metabolism Protein SKU and value proposition around microbiome-driven wellness.

Direct peers

• Viome: Viome sells microbiome-test-driven personalized nutrition supplements and is Elo's most direct competitor, using at-home test kits to drive DTC and white-label supplement sales into a similar customer base.
• Care/of: Care/of offers personalized daily vitamin and supplement packs on subscription, competing head-on with Elo's DTC supplement bundle and at-home personalization proposition.
• Baze: Baze is a blood-test-based personalized supplement subscription service with similar at-home kit logistics, supplement formulation, and DTC merchandising model to Elo.
• Persona: Persona offers personalized vitamin and supplement packs with optional at-home lab testing, targeting similar health-conscious consumers with a comparable subscription-formulated-pill model.

Broad incumbents

• AG1 (Athletic Greens): AG1 dominates the daily-nutrition greens/cellular-energy subscription category with massive brand spend; it overlaps with Elo's Energy and Recovery SKUs and represents the incumbent benchmark Elo is scaling against.

Regional players

• Calibrate: Calibrate is a clinician-supervised GLP-1/metabolic health program that bundles telemedicine and recommendations; Elo's GLP-1 Protein is positioned as a complementary nutrition support to this category of weight-management services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/elo-health
• Instagraminstagram.com/elo.health/?hl=en
• Xx.com/elo_health

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Elo Health