Physician’s Choice
Physician's Choice is a US dietary supplements company that develops and sells gut health and wellness products, including its #1 Amazon-selling probiotic line, serving individual consumers through DTC, Amazon, TikTok Shop, and 80,000+ retail locations.
- Company typePrivate
- Founded2014
- HeadquartersWheat Ridge, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Physician’s Choice does
Physician's Choice is a privately held American dietary supplements company headquartered in the Denver/Wheat Ridge, Colorado area, founded in 2014 by Logan Chierotti, a former GNC employee. The company designs, manufactures, and markets a portfolio of science-backed gut health and general wellness supplements, anchored by its #1 best-selling probiotic line on Amazon, which includes 15 billion, 60 billion, and 100 billion CFU formulations, plus targeted women's health probiotics, kids' probiotics, and 16-enzyme digestive blends. Its underlying product technology relies on proprietary multi-strain probiotic formulations with delayed-release acid-resistant capsules, clinically-studied licensed ingredients including CoreBiome tributyrin, Bacillus subtilis BS50, Solnul resistant potato starch, and KSM-66 Ashwagandha, with all products shelf-stable and third-party tested in cGMP-certified US facilities. The product portfolio has expanded beyond core probiotics into adjacent categories including fiber supplements (Easy Mix Fiber, Fiber Gummies), weight management (Thin 30), eye health, ashwagandha, collagen peptides, and bundle configurations.
The company's go-to-market combines a product-led growth model with aggressive multi-channel distribution. Subscription/recurring revenue accounts for 40-50% of total revenue via term-free, flexible plans on physicianschoice.com and Amazon Subscribe & Save, with products priced between approximately $20 and $80 per unit. Distribution has evolved from an Amazon foundation into omni-channel retail across 80,000+ locations including Walmart endcap placement in 2,000+ stores, Target nationwide, CVS, Sam's Club, and a planned August 2026 expansion into 625 Costco locations. TikTok Shop has emerged as a significant social commerce channel, achieving #3 ranking during Super Brand Day with $1M+ GMV in seven days, amplified by influencer partnerships including Alix Earle. International reach is enabled through an iHerb distribution partnership.
The business has scaled to $300M+ projected annual revenue as of mid-2026, up from $150M in late 2023, supported by 191% three-year revenue growth that earned three consecutive Inc. 5000 rankings. The company has reportedly explored a sale at a $500M valuation per January 2025 Reuters reporting. Customer base consists of individual consumers seeking digestive health, women's wellness, weight management, and fiber supplementation, with no enterprise/B2B concentration. Founder Logan Chierotti continues to lead as CEO, having been named EY Entrepreneur Of The Year 2026 Mountain West Award Winner.
Physician’s Choice firmographics
Firmographics- Name
- Physician’s Choice
- Legal name
- Physician's Choice
- Website
- https://physicianschoice.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Physician's Choice is a US dietary supplements company that develops and sells gut health and wellness products, including its #1 Amazon-selling probiotic line, serving individual consumers through DTC, Amazon, TikTok Shop, and 80,000+ retail locations.
- Ownership category
- akta.pro rank
Physician’s Choice industry classification
Industry- Product category
- Dietary Supplements (Probiotics and Digestive Health)
- NAICS
- Food Manufacturing (311), Food (Health) Supplement Retailers (456191)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Probiotics & Digestive Health Supplements (CRADAGAF)
- akta.pro secondary industries
- Probiotic, Prebiotic & Gut-Health Foods Manufacturing (Fermented Functional Foods, Synbiotics) (AFAKAJAH), Probiotics (Strains, Spore-Formers, Synbiotic Components) (AFAJAKAE), Probiotics (Human & Animal Strains, Spore-Formers, Synbiotic Bases) (AFAJAJAE), Prebiotics & Dietary Fibers (Inulin, FOS/GOS, Resistant Starch, Beta-Glucan, Psyllium) (AFAJAKAF)
Keywords
Where Physician’s Choice is headquartered
LocationHeadquarters
- HQ city
- Wheat Ridge
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Physician’s Choice business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Subscription/Recurring Revenue: Term-free, flexible subscription program allowing customers to pause, skip, or cancel anytime. Subscriptions represent 40-50% of total revenue. Offered via company website (with SMS management option) and Amazon Subscribe & Save with 5-15% discounts based on volume.
- Direct E-commerce Sales: One-time purchases through physicianschoice.com with 60-day money-back guarantee, featuring personalization quiz and subscription upsell options
- Marketplace Sales: Sales through Amazon, TikTok Shop, and major retail distribution including Walmart, Target, Costco, CVS, and Sam's Club
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | 60 Billion Probiotic - 30 count |
| Unit Pricing | Monthly | Easy Mix Fiber - Unflavored |
| Unit Pricing | Monthly | Eye Health Supplement |
| Unit Pricing | Monthly | Fiber Gummies |
| Unit Pricing | Monthly | Hack Your Tummy Bundle |
| Unit Pricing | Monthly | Vaginal Probiotic |
| Unit Pricing | Monthly | Gut Guardian Bundle |
| Subscription | Monthly | Subscription Discount Tier |
| Unit Pricing | Monthly | Fiber + Probiotic |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels8 records
Physician’s Choice product offering
Product offeringCore offering
Physician's Choice is America's #1 best-selling probiotic brand, selling science-backed gut health and digestive wellness supplements directly to consumers. The core lineup includes probiotics at 15B, 60B, and 100B CFU potencies, a 16-enzyme digestive supplement, women's and kids' probiotics, fiber supplements (Easy Mix Fiber, Fiber Gummies), eye health, ashwagandha, collagen peptides, and weight management formulas (Thin 30). Products are developed with a Scientific Advisory Board of doctors, third-party tested for purity and potency, and manufactured in cGMP-certified USA facilities.
Product overview
Physician's Choice is America's #1 best-selling probiotic brand offering a portfolio of science-backed gut health and wellness supplements. The core product line centers on probiotic supplements at various potency levels (15B, 60B, 100B CFUs), digestive enzymes (16 enzymes with 1B CFUs), and specialized formulas (Women's Probiotic with cranberry, Vaginal Probiotic, Kids Probiotic). The portfolio expands into broader wellness through Easy Mix Fiber (prebiotic fiber + probiotic), Fiber Gummies, Eye Health, Ashwagandha (KSM-66 and Organic), Collagen Peptides, Thin 30 (weight management), and Apple Cider Vinegar. Bundles like Hack Your Tummy (60B Probiotic + Digestive Enzymes) and Gut Guardian (adding Bloat + Gas Probiotic) drive cross-selling. Products are developed with a Scientific Advisory Board of doctors, third-party tested, and manufactured in cGMP-certified facilities in the USA. Distribution spans Amazon, TikTok Shop, Walmart (2,000+ locations), Target, CVS, Sams Club, and planned Costco expansion (625 locations).
Differentiator
Problem solved
Functional benefit
Products and services
- 60 Billion Probiotic Flagship broad-spectrum probiotic with 60 billion CFUs and 10 diverse strains supporting overall digestive health, gut microbiome, and general wellness; sold for $29.38 per 30-count bottle.
- 15 Billion Probiotic Beginner-level multi-strained probiotic with 15 billion CFUs and shelf-stable strains, designed for individuals introducing probiotics to their gut flora.
- 100 Billion Probiotic High-potency probiotic with 100 billion CFUs for consumers seeking maximum probiotic support.
- Women's Probiotic Broad-use probiotic with 50 billion CFUs and 6 diverse strains plus cranberry and D-Mannose to support women's urinary and vaginal health.
- Vaginal Probiotic Daily supplement with 6 billion CFUs featuring 3 carefully selected probiotic strains specifically targeted to support vaginal and urinary system health, with higher cranberry extract and licorice root extract; priced at $31.95.
- Digestive Enzymes Digestive supplement with 16 enzymes and 1 billion CFUs of soil-based probiotics to support mealtime digestion, break down food, promote nutrient absorption, and prevent bloating; #1 digestive supplement on Amazon and viral TikTok pudding challenge product.
- Kids Probiotic Probiotic supplement for children 4 years and above with 5 billion CFUs, prebiotics, and no common allergens (soy, wheat, peanut, tree nuts, sesame, milk, egg, fish, shellfish, gluten, GMO); vegetarian formula.
- Fiber + Probiotic (Easy Mix Fiber) 3-in-1 gut health supplement combining Solnul® resistant potato starch, Organic Acacia Fiber, and Bacillus subtilis BS50 probiotic; unflavored powder delivering 6 grams of prebiotic fiber per tablespoon, priced under $20.
- Fiber Gummies Daily fiber supplement in gummy form with no artificial flavors, supporting digestive health and regularity; endorsed by influencer Alix Earle; priced at $21.20.
- Hack Your Tummy Bundle Bundle combining 60 Billion Probiotic (30ct) and Digestive Enzymes (60ct) for comprehensive gut health support and mealtime digestive comfort; top-selling bundle on Amazon at $47.03.
- Gut Guardian Bundle Bundle combining 60 Billion Probiotic, Digestive Enzymes, and Bloat + Gas Probiotic for comprehensive digestive wellness support; priced at $79.97.
- Colostrum Gold Colostrum supplement introduced as part of the 'Choose Your Gut' campaign product lineup, positioned for personalized gut health routines.
- Probiotic Gummies Gummy supplement for daily digestive health support, part of the 'Choose Your Gut' campaign lineup.
- Bloat + Gas Probiotic 5-in-1 digestive wellness formula combining prebiotics, probiotics, postbiotics (CoreBiome® tributyrin), digestive enzymes, and soothing herbs; expanded into Target retail stores nationwide.
- Eye Health Supplement Supplement inspired by AREDS clinical studies formula, supporting eye health with ingredients including Bilberry, Grape Seed, and Marigold extracts; gluten-free and vegetarian; priced at $23.97.
- KSM-66 Ashwagandha Patented, standardized ashwagandha extract with 5% withanolides, 1000mg per serving; water-based extraction process, gluten-free and vegan; supports stress, anxiety, and sleep.
- Organic Ashwagandha Whole root powder ashwagandha at 1950mg per serving with 3 capsules daily; potency varies by season; pullulan vegetable capsule.
- Collagen Peptides Powder Hydrolyzed collagen powder (248g) with 18 amino acids including glycine, proline, and hydroxyproline; mixes well in hot and cold beverages; container is recyclable HDPE plastic.
- Thin 30 Probiotic Weight management probiotic with 15 billion CFUs, GreenSelect green tea extract, Apple Cider Vinegar, Capsimax, prebiotics, and probiotics; supports metabolic fat-burning and gut health.
- Prebiotic Probiotic Beginner multi-strained probiotic with 10 billion CFUs and higher fiber content for feeding probiotics; delayed-release capsule for gut viability.
- Apple Cider Vinegar Metabolic support supplement with Capsimax for digestive benefits; contains Cayenne Fruit Extract.
Quantifiable outcome
- Achieved #3 ranking on TikTok Shop during Super Brand Day with $1M+ GMV in 7 days
- +3 more outcomes
Companies that use Physician’s Choice
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles3 records
Physician’s Choice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Physician’s Choice partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Compound Solutions, Inc.coreIngredient supplier providing patented CoreBiome® tributyrin featured in Physician's Choice Bloat + Gas Probiotic. Strategic ingredient partnership supporting product differentiation and retail expansion into Target.
- iHerbcoreInternational distribution partner allowing Physician's Choice products to reach customers outside US territories. Not all products available for international distribution through this channel.
Scale indicators9 records
Recent moves9 records
Expansion highlights6 records
Physician’s Choice competitors and assessment
Company assessmentDirect peers
- Culturelle: Culturelle is the flagship Lactobacillus rhamnosus GG probiotic brand owned by i-Health (Chr. Hansen), widely distributed across mass retail, drugstores, and Amazon. Direct competitor to Physician's Choice in the multi-strain probiotic capsule and digestive health category with comparable price points and shelf positioning.
- Align Probiotic: Align (Bifidobacterium 35624, owned by AbbVie/Procter & Gamble) is a top-selling probiotic brand with dominant drugstore and mass-market retail share. Direct competitor in the gut-brain, digestive regularity category with comparable Amazon and pharmacy distribution.
- Ritual: Ritual is a DTC supplement brand with a subscription model, clinical-scientific positioning, and major retail expansion (Target, Amazon). Direct competitor in the science-backed, doctor-developed DTC supplement category with comparable omni-channel growth trajectory.
- Thorne: Thorne is a science-driven supplement brand with practitioner-channel credibility, NSF certification, and growing DTC + Amazon presence. Direct competitor in premium, clinically-formulated supplements with comparable scientific-advisory-board positioning.
- HUM Nutrition: HUM Nutrition is a DTC beauty-from-within supplement brand with subscription model, quiz-driven personalization, and influencer marketing. Direct competitor in the wellness-adjacent supplement category with similar DTC, quiz, and subscription playbook.
- Athletic Greens (AG1): AG1 (Athletic Greens) is a premium daily nutritional supplement brand with subscription-first GTM, podcast-driven top-of-funnel marketing, and similar viral social commerce playbook. Direct competitor in the broader DTC supplement category with overlapping customer base and brand-positioning strategy.
- Seed Health: Seed Health is a venture-backed DTC probiotic brand selling clinically-validated multi-strain formulations via subscription directly to consumers. Direct competitor in the premium DTC probiotic subscription segment with similar scientific-advisory-board credibility model and influencer-driven growth.
- Garden of Life: Garden of Life (owned by Nestlé Health Science) is a leading probiotic and digestive health supplement brand with deep Whole Foods, Sprouts, and natural channel penetration plus Amazon presence. Direct competitor to Physician's Choice in premium probiotic SKUs, prenatal, and digestive enzyme categories.
- Olly: Olly (owned by Unilever) is a mass-premium supplement brand with strong Amazon and Target distribution, gummy format leadership, and lifestyle positioning. Direct competitor in the gummy fiber and probiotic categories and the broader mass-market supplement shelf.
Broad incumbents
- NOW Foods: NOW Foods is one of the largest natural supplement manufacturers in the US with broad product portfolio across probiotics, vitamins, and specialty ingredients. Broad incumbent competitor offering overlapping probiotic and digestive health SKUs at value price points across Amazon and natural retail channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Physician’s Choice social profiles
Digital presencePhysician’s Choice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Physician’s Choice leadership team
Management profileNumber of profiles
Profiles1 record
Physician’s Choice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Physician’s Choice 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 Physician’s Choice
What does Physician’s Choice do?
Physician's Choice is America's #1 best-selling probiotic brand, selling science-backed gut health and digestive wellness supplements directly to consumers. The core lineup includes probiotics at 15B, 60B, and 100B CFU potencies, a 16-enzyme digestive supplement, women's and kids' probiotics, fiber supplements (Easy Mix Fiber, Fiber Gummies), eye health, ashwagandha, collagen peptides, and weight management formulas (Thin 30). Products are developed with a Scientific Advisory Board of doctors, third-party tested for purity and potency, and manufactured in cGMP-certified USA facilities.
Is Physician’s Choice a public or private company?
Physician’s Choice is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Physician’s Choice founded?
Physician’s Choice was founded in 2014. It employs 11 to 50 people.
Where is Physician’s Choice based?
Physician’s Choice is headquartered in Wheat Ridge, United States, in the North America region.
How does Physician’s Choice make money?
Three revenue lines are on record. Subscription/Recurring Revenue is the primary driver. The others are direct E-commerce Sales and marketplace Sales.
Who are Physician’s Choice's main competitors?
Direct peers on record are Culturelle, Align Probiotic, Ritual, Thorne, HUM Nutrition, Athletic Greens (AG1), Seed Health, Garden of Life and Olly. NOW Foods is listed as a broad incumbent.
Does Physician’s Choice have an API?
No public API is recorded for Physician’s Choice.
What industry is Physician’s Choice in?
Physician’s Choice's product category is Dietary Supplements (Probiotics and Digestive Health). Its primary akta.pro industry code is CRADAGAF, Probiotics & Digestive Health Supplements, with a secondary code of AFAKAJAH, Probiotic, Prebiotic & Gut-Health Foods Manufacturing (Fermented Functional Foods, Synbiotics). Its NAICS code is 311 and its SIC code is 2090.