mindbodygreen
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.
- Company typePrivate
- Founded2009
- HeadquartersMiami, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
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.
mindbodygreen firmographics
Firmographics- 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
mindbodygreen industry classification
Industry- 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
Where mindbodygreen is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
mindbodygreen business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Operations, Technology or R&D, Supply Chain
Revenue model
- 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.
- 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.
- Subscription Products: Monthly or prepaid subscription model for certain supplement products with automatic renewal, pausing options, and customer management through online accounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Creatine with taurine+ - $65 |
| Unit Pricing | Monthly | Grass-fed whey protein isolate+ - $69 |
| Unit Pricing | Monthly | Ultimate multivitamin+ - $70 |
| Unit Pricing | Monthly | Magnesium+ rest & recovery - $65 |
| Unit Pricing | Monthly | Brain guard+ - $99 |
| Subscription | Multi-year contract | Health Coaching Certification+ - 20 week cohort program |
| Subscription | Pay-as-you-go | Nutrition & Longevity+ - 33 hours on-demand |
| Subscription | Pay-as-you-go | Peri/menopause+ - 15 hours on-demand |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
mindbodygreen product offering
Product offeringCore 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
Companies that use mindbodygreen
Customer profileSegments2 records
Ideal customer profiles2 records
mindbodygreen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
mindbodygreen partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights6 records
mindbodygreen competitors and assessment
Company assessmentDirect 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
mindbodygreen social profiles
Digital presencemindbodygreen financial estimates
Financial estimateRevenue estimate
Valuation estimate
mindbodygreen leadership team
Management profileNumber of profiles
Profiles5 records
mindbodygreen funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
mindbodygreen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about mindbodygreen
What does mindbodygreen do?
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.
Is mindbodygreen a public or private company?
mindbodygreen is a private company. It is classified as venture growth investor backed and is currently operating.
When was mindbodygreen founded?
mindbodygreen was founded in 2009. It employs 11 to 50 people.
Where is mindbodygreen based?
mindbodygreen is headquartered in Miami, United States, in the North America region.
How does mindbodygreen make money?
Three revenue lines are on record. Supplement Sales are the primary driver. The others are online Courses and Certifications and subscription Products.
Who are mindbodygreen's main competitors?
Direct peers on record are Goop, Well+Good, HUM Nutrition, Care/of, Ritual, Thorne and Institute for Integrative Nutrition (IIN). Broad incumbents are Calm, Parsley Health and Bulletproof.
Does mindbodygreen have an API?
No public API is recorded for mindbodygreen.
What industry is mindbodygreen in?
mindbodygreen's product category is Wellness Supplements and Content. Its primary akta.pro industry code is HSADAGAA, General Health Coaching, with a secondary code of HSADAJAH, Meditation Apps, Digital Courses & Online Communities. Its NAICS code is 812191 and its SIC code is 2834.