mindbodygreen

What mindbodygreen does

mindbodygreen, LLC is a Miami-domiciled (NY-governed), privately held wellness platform founded in 2009 by co-CEOs Colleen Wachob and Jason Wachob. The company operates three integrated lines: (1) a science-backed editorial and media business spanning eight health pillars (nutrition, gut health, mental health, movement, sleep, breath, immunity, women's health), distributed through five newsletters reaching 1M+ subscribers, two podcasts, social channels (Instagram, TikTok, YouTube, Pinterest, Facebook, Twitter), SEO-optimized articles, and the annual Revitalize summit; (2) a DTC nutritional supplement line sold through shop.mindbodygreen.com, including creatine with taurine+ ($65), grass-fed whey protein isolate+ ($69), ultimate multivitamin+ with glutathione ($70), brain guard+ ($99), magnesium+ rest & recovery ($65), and a lightweight dry body oil; and (3) an online certification institute at institute.mindbodygreen.com offering Health Coach Certification+ (20-week NBHWC-eligible cohort), Nutrition & Longevity+ (33 hours on-demand), and peri/menopause+ (15 hours).

The underlying technology is light on bespoke engineering and heavy on proprietary content IP and supply-chain formulation: own-brand supplement SKUs with branded ingredient combinations, a Shopify-style e-commerce storefront with a recommendation quiz, and a course delivery platform for video lessons, live cohort classes, and alumni community access. The mbg collective — 50+ named medical professionals, RDs, and practitioners — functions as the editorial backbone, both producing content and validating products.

The business model is predominantly DTC and consumer-direct, with three revenue streams: one-time and subscription supplement sales priced $65–$99 per unit, certification/course fees (subscription or pay-as-you-go), and emerging paid-content placements from brand sponsors. Customers are split horizontally between health-conscious consumers seeking editorial guidance and supplements, and wellness professionals pursuing certification. The company has raised approximately $6.5M across three disclosed rounds (2012, 2014, 2017), with Benvolio Group as the only named institutional investor (2017 Series A of $4.615M). A January 2026 recall of ~148,370 Ultimate Multivitamin+ units over child-resistant packaging compliance is a recent operational issue.

Name

mindbodygreen

Legal name

mindbodygreen, LLC

Website

https://mindbodygreen.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

mindbodygreen is a Miami-based wellness platform founded in 2009, operating DTC nutritional supplements, online certification courses, and a science-backed editorial network reaching 1M+ newsletter subscribers and 113k+ certified students. It serves health-conscious consumers and wellness professionals through owned media, an expert collective, and proprietary product lines.

Ownership category

akta.pro rank

Product category

Wellness Supplements and Content

NAICS

Diet and Weight Reducing Centers (812191), Food (Health) Supplement Retailers (456191)

SIC

Pharmaceutical Preparations (2834)

akta.pro primary industry

General Health Coaching (HSADAGAA)

akta.pro secondary industries

Meditation Apps, Digital Courses & Online Communities (HSADAJAH), General Nutrition Coaching (HSADAFAA), Mindfulness-Based Coaching & Training (MBSR/MBCT-style) (HSADAJAB), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Corporate/Workplace Wellness Coaching (HSADAGAL)

Keywords

• Wellness supplements
• Health content platform
• Online wellness courses
• Health coaching certification
• Holistic wellness media

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Supplement Sales: Direct-to-consumer sales of proprietary nutritional supplements through the company's e-commerce platform. Products include multivitamins, creatine, magnesium, brain support, and protein powders priced between $65-$99.
2. Online Courses and Certifications: Comprehensive online training programs including health coaching certification, nutrition & longevity certification, and peri/menopause+ courses. Offered on subscription or one-time purchase basis with live interactive classes and on-demand video content.
3. Subscription Products: Monthly or prepaid subscription model for certain supplement products with automatic renewal, pausing options, and customer management through online accounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

mindbodygreen operates a multi-vertical wellness platform that publishes science-backed editorial content across eight health pillars, sells proprietary nutritional supplements (multivitamins, creatine, whey protein, magnesium, brain support) direct-to-consumer, and delivers online certification courses in health coaching, nutrition and longevity, and perimenopause/menopause. The company combines content, commerce, and education to monetize its audience of health-conscious consumers and aspiring wellness professionals through product sales, subscriptions, and course tuition.

Product overview

mindbodygreen operates a multi-faceted wellness platform combining dietary supplements, online educational courses, content/media, podcasts, and events. The supplement line includes six named products: creatine with taurine+ for muscle health ($65), grass-fed whey protein isolate+ ($69), ultimate multivitamin+ with glutathione ($70), brain guard+ ($99), magnesium+ rest & recovery ($65), and a lightweight dry body oil. The education vertical offers three certificate programs: peri/menopause+ (15 hours, expert-led course), health coach certification+ (20-week live cohort for NBHWC exam eligibility), and nutrition & longevity+ (33 hours on-demand with 660+ study guides). Content operations include the mindbodygreen podcast and Clean Beauty School podcast, five newsletters with 1M+ subscribers, and the annual Revitalize wellness event. All supplement products carry FDA disclaimer that they are not intended to diagnose, treat, cure, or prevent any disease.

Differentiator

Problem solved

Functional benefit

Products and services

• Creatine with taurine+ Creatine supplement with taurine+ formulated to support muscle health, tone the body, and sharpen the mind; sold as drink mixes in stick packs to health-conscious consumers. Priced at $65 with 4.7 stars and a 92% recommend rate.
• Grass-fed whey protein isolate+ with complete aminos Grass-fed whey protein isolate supplement with complete amino acids for muscle building and recovery, targeted at health-conscious consumers. Priced at $69 with 4.7 stars and a 94% recommend rate.
• Ultimate multivitamin+ with glutathione Comprehensive daily multivitamin formulated with glutathione for broad nutritional support, sold direct-to-consumer to health-conscious adults. Priced at $70 with 4.7 stars and a 91% recommend rate.
• Brain guard+ Nootropic supplement designed to support cognitive function and brain health, sold direct-to-consumer. Priced at $99 with 4.3 stars and an 80% recommend rate.
• Magnesium+ rest & recovery Magnesium supplement formulated for sleep support and post-exercise recovery, sold to health-conscious consumers. Priced at $65 with 4.9 stars and a 100% recommend rate.
• Lightweight dry body oil

Quantifiable outcome

• 4.3-4.9 star product ratings with 80-100% recommend rates

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Goop: Goop is the closest direct peer: a wellness media brand that has scaled into proprietary supplements, beauty, and editorial commerce. Both companies monetize a content-first audience through DTC products and live events, competing for the same health-conscious female consumer and wellness practitioner mindshare.
• Well+Good: Well+Good is a wellness content publisher with a strong newsletter, editorial coverage, and content-commerce integration. It competes directly with mindbodygreen's media layer and overlapping eight-pillar editorial taxonomy.
• HUM Nutrition: HUM Nutrition is a DTC supplement brand targeting health-conscious women with proprietary formulations, quizzes, and subscriptions. Direct overlap with mindbodygreen's supplement line, target demographic, and personalized recommendation model.
• Care/of: Care/of sells personalized vitamin packs via DTC subscription with a quiz-driven recommendation engine and editorial content. Closely comparable to mindbodygreen's supplement quiz, subscription model, and content-led customer acquisition.
• Ritual: Ritual is a premium DTC supplement brand with strong content marketing, science-backed positioning, and a comparable price-to-quality tier. Overlaps directly with mindbodygreen's multivitamin and core supplement SKUs.
• Thorne: Thorne is a science-led nutritional supplement brand sold DTC and through practitioners. Comparable to mindbodygreen in expert-endorsement model, premium positioning, and practitioner/health-coach distribution channel.
• Institute for Integrative Nutrition (IIN): IIN is a health-coaching certification school with a large online alumni base, directly competing with mindbodygreen's Health Coach Certification+ cohort. Both sell nutrition and wellness education to aspiring coaches and wellness practitioners.

Broad incumbents

• Calm: Calm is a broader wellness digital incumbent spanning meditation, sleep, and mental health content. Overlaps with mindbodygreen's mental health, breath, and sleep pillars, and competes for the same health-conscious consumer subscription dollars.
• Parsley Health: Parsley Health is a functional-medicine provider combining clinical care with health-coaching certification-adjacent content. Comparable in holistic wellness framing and practitioner-led education, though anchored on clinical services rather than DTC commerce.
• Bulletproof: Bulletproof is a wellness brand selling supplements, coffee, and content aimed at performance/longevity. Comparable product taxonomy (creatine, protein, nootropics) and audience overlap with mindbodygreen's muscle health and cognitive supplement lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mindbodygreen
• YouTubeyoutube.com/mindbodygreen
• Facebookfacebook.com/mindbodygreen
• Instagraminstagram.com/mindbodygreen
• Pinterestpinterest.com/mindbodygreen
• TikToktiktok.com/@mindbodygreen
• LinkedInlinkedin.com/company/mindbodygreen-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors1 record

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 mindbodygreen