Working Against Gravity

What Working Against Gravity does

Working Against Gravity (operating as Harry and Lloyd's, LLC) is a privately held, US-based nutrition coaching company founded in 2014 by former Canadian Olympic weightlifting medalist Adee Cazayoux and headquartered in Oak Creek, Wisconsin. Its core service is one-on-one personalized macro coaching delivered by a team of 21 credentialed coaches (including 2 Registered Dietitians) under a Director of Coaching, with the proprietary Seismic platform serving as the central operating layer: it hosts coach-member messaging, weekly check-ins, and tracking of weight, macros, measurements, and progress photos across iOS, Android, and web. The platform integrates natively with the MacrosFirst tracking app and is positioned against generic calorie counters and self-directed plans on the basis of coach-led, data-driven weekly adjustments.

WAG operates a horizontal, multi-segment model. Direct-to-consumer subscriptions are the primary revenue engine across three tiers (Lite $99, Essentials $179, Plus $219 per month), with discounts on 3-, 6-, and 12-month prepaid plans. The company has served more than 30,000 members since founding and serves distinct personas including health-conscious individuals, athletes, and pregnant/postpartum women. A second revenue pillar is education: the WAG Coach Certification ($449), the Advanced Nutrition Coaching Series ($299), the optional Coach Collective ($29/month), and standalone guides. The third pillar is B2B group wellness (WAG for Business) with bespoke corporate pricing. Additional services include direct-pay blood testing and RDN counseling through Marak Health/LabCorp. Distribution is predominantly content-led (blog, YouTube, Instagram, TikTok, free macro/alcohol calculators, email capture, and a tiered referral program), and memberships are HSA/FSA-eligible via TrueMed.

Name

Working Against Gravity

Legal name

Harry and Lloyd's, LLC

Website

https://workingagainstgravity.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Working Against Gravity is a US-based online nutrition coaching company offering one-on-one macro coaching for individuals, athletes, pregnant women, and corporate teams, delivered via its proprietary Seismic tracking platform and a team of registered dietitians and certified coaches.

Ownership category

akta.pro rank

Product category

Online Nutrition Coaching

NAICS

Diet and Weight Reducing Centers (812191), Sports and Recreation Instruction (611620), Educational Support Services (61171)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

General Nutrition Coaching (HSADAFAA)

akta.pro secondary industries

Weight Loss Coaching (Non-Clinical) (HSADAFAB), Corporate/Workplace Nutrition & Weight Management Programs (HSADAFAO), Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN)

Keywords

• Online nutrition coaching
• Macro tracking programs
• Flexible dieting coaching
• Personalized diet planning
• Wellness coaching platform

Headquarters

HQ city

Oak Creek

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Nutrition Coaching Subscriptions: Monthly subscription plans (Lite $99, Essentials $179, Plus $219) with optional prepaid discounts for 3, 6, or 12-month commitments. Auto-renews at end of each subscription period unless cancelled.
2. Coach Certification Program: One-time payment of $449 (limited time discount from $549) for self-paced online certification course with 6-month access. Optional WAG Nutrition Coach Collective membership at $29/month for continued access and ongoing resources.
3. Advanced Nutrition Coaching Series: One-time purchase of $299 for advanced courses covering sports performance, popular diets, women's health, and mindset/habit change topics.
4. Educational Guides and Resources: Individual product sales including the Movement and Nutrition During Pregnancy guide at $19.99. Free resources include macro calculator, alcohol calculator, goal setting worksheet, and recipe guides.
5. Group Wellness Corporate Program: B2B nutrition coaching program with pricing customized based on group size and program duration. Targets corporate teams, executives, and organizations.
6. Blood Testing and Counseling Services: Blood testing service through partnership with Marak Health providing comprehensive hormone and health panels. Includes follow-up counseling sessions with RDNs via video or phone.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels9 records

Core offering

Working Against Gravity delivers one-on-one online nutrition coaching based on a macro/flexible-dieting methodology. Members are matched with a certified coach who sets personalized macro targets, runs weekly (or twice-monthly) check-ins, and adjusts the plan over time through 24/7 messaging. The coaching is delivered through a proprietary cross-platform tracking app called Seismic that logs weight, macros, measurements, progress photos, and messages.

Product overview

Working Against Gravity (WAG) offers a nutrition coaching platform centered around its proprietary Seismic app and one-on-one coaching programs. The core offering includes three coaching tiers: Lite ($99/month), Essentials ($179/month), and Plus ($219/month), each providing personalized macro prescriptions and coach support through the Seismic platform. WAG also offers the 21-Day Challenge as an entry program and Meal Plans for self-directed weight loss. The company provides a WAG Coach Certification program ($449) for aspiring nutrition coaches, along with an Advanced Nutrition Coaching Series ($299) and a monthly Coach Collective ($29). Additional offerings include a Pregnancy guide, free tools (Macro Calculator, Alcohol Calculator, Free Guides), and a Group Wellness program for corporate clients. The ecosystem connects coaching services, tracking technology, and education products into a unified nutrition coaching solution.

Differentiator

Problem solved

Functional benefit

Brands

• Seismic: Proprietary nutrition tracking and coaching platform/app used by members and coaches for macro tracking, check-ins, messaging, and progress monitoring.
• WAG Coach Certification
• WAG Nutrition Coach Collective
• WAG for Business
• Movement and Nutrition During Pregnancy

Products and services

• One-on-One Nutrition Coaching
• Seismic Coaching Platform
• 21-Day Challenge
• Meal Plans
• WAG Coach Certification
• WAG Advanced Nutrition Coaching Series
• WAG Nutrition Coach Collective
• Movement and Nutrition During Pregnancy Guide
• WAG for Business (Group Wellness) B2B corporate nutrition coaching solution with three coaching tiers (Essentials, Plus, Lite), customized pricing based on group size and program duration, and a four-step process covering Assessment & Onboarding, Personalized Strategy, Ongoing Coaching & Accountability, and Measurable Progress & Reporting. Targets corporate teams, executives, and organizations.
• Blood Testing and Counseling Services Direct-pay blood testing through Marak Health providing comprehensive hormone and health panels with 50+ lab markers, with blood draws scheduled at LabCorp. Includes follow-up counseling sessions with Registered Dietitians via video or phone. FSA/HSA eligible through Marak Health.

Quantifiable outcome

• Over 30,000 members have transformed their lives through the program
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• MacrosFirstcoreTechnology or IntegrationMacrosFirst is the recommended macro tracking app for WAG members. Seismic syncs directly with MacrosFirst, allowing members to share data between platforms. WAG has a strong relationship with MacrosFirst founders, giving members access to premium features and the ability to trial new features.
• LabCorpcoreTechnology or IntegrationBlood draws for health and hormone testing services are scheduled through LabCorp. Members find their nearest LabCorp location to complete the blood draw ordered by WAG's RDNs.
• Marak HealthcoreStrategic or Co-development PartnerMarak Health provides direct-pay blood testing services for WAG members. Services include comprehensive hormone and health panels with over 50 lab markers. Marak Health does not seek insurance reimbursement but can provide invoices for FSA/HSA documentation.
• The MINT PrjctminorStrategic or Co-development PartnerCo-branded pregnancy guide 'Movement and Nutrition During Pregnancy: A Quick Start Guide' created with The MINT Prjct. WAG provides nutrition content while The MINT Prjct provides movement/fitness content. Includes cross-promotional discounts between programs.
• TrueMedminorGTM or Marketing PartnerTrueMed enables HSA/FSA payment for WAG memberships. Members can check eligibility on the pricing page and, if approved by a licensed provider, use pre-tax health funds toward coaching memberships.
• StripecoreTechnology or IntegrationStripe processes all payments on the platform including subscription fees and one-time purchases. Handles recurring billing for memberships and single payments for courses and products.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Noom: Subscription-based online nutrition and weight-loss coaching with human coaching elements. Direct competitor in the same online macro/behavior-change coaching category, serving similar consumer segments with comparable price points.
• MacrosFirst: Macro-tracking app explicitly integrated with WAG's Seismic platform. Targets the same macro-tracking user persona and is a complementary/competitive product in the macro coaching ecosystem.
• MacroFactor: Subscription macro-tracking app with coaching-style insights and algorithms. Competes for the same experienced macro trackers and offers data-driven coaching as an alternative to human coaches.
• Rise (nutrition coaching): Online nutrition coaching service providing 1:1 coaching with macro tracking. Closely comparable business model to WAG's monthly subscription coaching tiers.
• Lifesum: Subscription nutrition and meal-planning app with coaching-style guidance. Targets similar health-conscious consumers seeking macro and habit-based nutrition support.
• Precision Nutrition: Online nutrition coaching certification and consumer coaching programs. Strongly comparable given its combination of coaching certification curriculum and end-customer nutrition programs.
• BetterMe: Subscription nutrition and wellness coaching app with personalized plans and human coaching elements. Directly competitive in online nutrition coaching at consumer scale.

Broad incumbents

• MyFitnessPal: Mass-market calorie and macro tracking app with premium tier. Broader and larger incumbent in nutrition tracking, offering coaching-adjacent features but not specializing in 1:1 human coaching like WAG.

Emerging players

• Simple (Simple Life App): Calorie-counting and macro-tracking app with intermittent fasting and coaching-style nudges. Targets a partially overlapping user base of health-conscious consumers.
• Eat This Much: Automated meal-planning and macro-tracking platform with optional human coaching. Overlaps with WAG's meal plan and macro coaching offerings for self-directed users.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/workingagravity
• YouTubebit.ly/3TJS70p
• LinkedInlinkedin.com/company/working-against-gravity
• Instagraminstagram.com/workingagainstgravity
• TikToktiktok.com/@wagnutrition

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Working Against Gravity