Healthy Steps Nutrition

What Healthy Steps Nutrition does

Healthy Steps Nutrition (HSN) is a privately held, habit-based nutrition coaching company founded in 2012 by Nicole Aucoin (MS, RD, LD/N) and headquartered in the Deerfield Beach / Coral Springs, Florida area. The company serves individuals seeking weight loss, chronic disease prevention, and lifestyle improvement, as well as corporate employers purchasing employee wellness benefits and gym owners/coaches seeking certification. Its core offering combines personalized 1:1 coaching with Registered Dietitians (priced at $229 per 4-week cycle after an initial 90-day commitment) with a proprietary mobile application (iOS and Android, $39.99/month) that provides meal planning, habit tracking across nutrition/sleep/exercise, and daily educational videos. Specialty clinical programs — a 12-week Blood Sugar Balance program incorporating continuous glucose monitoring and a 12-week Hormone Health program incorporating DUTCH Plus testing — extend the platform into diagnostic-driven verticals such as pre-diabetes management and hormone optimization.

The company's revenue model is primarily subscription-based across three streams: consumer coaching subscriptions (4-week recurring billing), the self-serve HSN mobile app ($39.99/month), and recurring B2B Employee Wellness contracts. A one-time Coach Certification program (approved for Continuing Education Units) has trained over 5,000 gym owners, fitness coaches, and healthcare providers globally, generating per-enrollment revenue and creating a downstream referral ecosystem distributed via the HireANutritionCoach.com marketplace and the growyournutritionbusiness.com platform. Go-to-market is hybrid: a sales-led D2C motion built on free discovery calls and coaching applications, layered with community-led acquisition through CrossFit affiliate relationships, a Facebook community ("Nutrition Made Simple"), two weekly podcasts (Nutrition Made Simple; Grow Your Nutrition Business), and a content marketing engine spanning a 23-page blog and a published Healthy Kids Cookbook. HSN accepts HSA/FSA payment via a Truemed partnership (announced January 2025), removing a payment friction layer for insured buyers. Since 2012, HSN reports helping over 50,000 people worldwide and has been named Top Habit-Based Coaching Program of 2025 by Healthcare Business Review.

Name

Healthy Steps Nutrition

Legal name

Healthy Steps Nutrition

Website

https://healthystepsnutrition.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Healthy Steps Nutrition is a Florida-based, habit-based nutrition coaching company founded in 2012 that serves individual consumers, corporate employers, and gym owners via Registered Dietitian coaching, a proprietary mobile app, specialty diagnostic programs, and a coach certification ecosystem.

Ownership category

akta.pro rank

Product category

Nutrition and Wellness Coaching Services

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Health Services (8000)

akta.pro industry

PRIMARYHSADAFAA

General Nutrition Coaching

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

SECONDARYHSADAFAE

Medical Nutrition Therapy (Registered Dietitian)

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

SECONDARYHSADAFAO

Corporate/Workplace Nutrition & Weight Management Programs

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

Keywords

• Nutrition coaching services
• Registered dietitian services
• Habit-based health coaching
• Corporate wellness programs
• Coach certification training

Headquarters

HQ city

Deerfield Beach

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Nutrition Coaching Subscriptions: Individual and family nutrition coaching sold on a subscription basis. Initial 90-day commitment followed by month-to-month recurring billing on a 4-week cycle. Includes virtual or in-person coaching sessions with weekly check-ins.
2. HSN Mobile App Subscription: Self-serve mobile app offering habit tracking, meal planning, and nutrition education. Sold as a standalone monthly subscription.
3. Coach Certification Program: HSN trains gym owners, coaches, and healthcare providers to deliver habit-based coaching. Generates revenue through certification enrollment fees. Approves Continued Education Units (CEUs).
4. Employee Wellness Programs: HSN provides virtual and in-person seminars, challenges, and ongoing support to corporate employers through the HSN App, sold as a B2B wellness benefit.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Healthy Steps Nutrition (HSN) is a habit-based nutrition coaching company that delivers personalized 1:1 coaching with Registered Dietitians alongside a proprietary mobile app for habit tracking, meal planning, and educational content. The company also sells specialty 12-week coaching programs (Blood Sugar Balance with CGM, Hormone Health with DUTCH testing), corporate employee wellness programs, and a coach certification program for gym owners and healthcare providers.

Product overview

Healthy Steps Nutrition offers a habit-based nutrition coaching ecosystem built around a mobile app and personalized dietitian services. The core offering combines the HSN App (for habit tracking, meal planning, and educational content) with 1:1 Nutrition Coaching with Registered Dietitians. Specialty programs include Blood Sugar Balance (with CGM) and Hormone Health (with DUTCH testing). The company also provides certification training for coaches (HSN Nutrition Coach Certification), corporate wellness programs, and operates the Nutrition Made Simple Podcast and a coach directory (HireANutritionCoach.com). The Grow Your Nutrition Business platform extends the offering to gym owners seeking to build nutrition programs.

Differentiator

Problem solved

Functional benefit

Brands

• Nutrition Made Simple Podcast: A weekly podcast by Healthy Steps Nutrition providing simple and actionable tips for health and nutrition.
• Healthy Steps Nutrition App
• Hire a Nutrition Coach

Products and services

• HSN Mobile App Mobile coaching application designed to help users learn about health, plan meals, and track nutrition, sleep, and exercise. It provides daily educational videos, habit tracking, meal planning, and ongoing coach support. Sold as a $39.99/month subscription.
• 1:1 Nutrition Coaching Personalized nutrition coaching with a Registered Dietitian offering a customized plan, weekly ongoing support, and accountability. Available for individuals and families starting at $229 per 4 weeks with an initial 90-day commitment.
• HSN Nutrition Coach Certification Certification program that trains gym owners, fitness coaches, and healthcare providers to deliver HSN's habit-based nutrition coaching methodology. Includes ongoing mentoring and provides CEU credits.
• Blood Sugar Balance Specialty Program 12-week coaching program with a Registered Dietitian that includes continuous glucose monitoring (CGM), an initial consultation, and weekly dietitian calls for blood sugar management and pre-diabetes support.
• Hormone Health Specialty Program 12-week coaching program with a Registered Dietitian that includes DUTCH Plus testing for sex hormones and cortisol, an initial consultation, and weekly dietitian calls for hormone optimization.
• Employee Wellness Programs Corporate wellness offering providing virtual and in-person seminars, challenges, and ongoing support through the HSN App, sold to employers as a B2B wellness benefit for their workforce.
• Healthy Kids Cookbook Physical cookbook featuring 100% kid-approved recipes for the whole family, co-authored by Nicole and Cooper Aucoin and sold via Amazon.

Quantifiable outcome

• Healthy Steps Nutrition has helped over 50,000 people worldwide since 2012
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• TruemedcoreGTM or Marketing Partner · 10 January 2025Truemed enables HSN customers to use their Health Savings Account (HSA) and Flexible Spending Account (FSA) to pay for nutrition coaching programs, removing a financial barrier for prospective clients and expanding accessibility to the service.
• Compete For A CureminorStrategic or Co-development Partner · 28 October 2024Compete For A Cure is a fundraising program dedicated to empowering Breast Cancer thrivers and survivors. HSN partnered with Compete For A Cure to support breast cancer survivors through nutrition coaching and the 12-week scholarship program, including funding participation for individuals like Avery Quinn.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Noom: Noom is a leading app-based behavior-change nutrition and weight management platform with subscription coaching at a similar price point. It is the most direct competitor to HSN's mobile app + coaching subscription offering, though it serves a much broader mass-market audience rather than the CrossFit-aligned niche.
• Nutrisense: Nutrisense pairs continuous glucose monitoring with personalized nutrition coaching from registered dietitians, directly mirroring HSN's Blood Sugar Balance specialty program. Both target health-conscious consumers willing to pay premium prices for data-driven nutrition guidance.
• Precision Nutrition: Precision Nutrition is a coaching certification and consumer habit-based nutrition program that trains fitness professionals. It is the closest comparable to HSN's Coach Certification business and directly competes for the gym-owner/coach certification audience.
• Wellory: Wellory is a virtual 1:1 nutrition coaching app pairing users with registered dietitians on a subscription basis. It is a direct functional peer to HSN's 1:1 coaching offering and competes for the same convenience-seeking consumer willing to pay for personalized RD guidance.

Broad incumbents

• WW (WeightWatchers): WW is the incumbent subscription weight management brand offering app-based tracking, virtual coaching, and employer wellness programs. It competes with HSN at the broad weight-loss subscription level but lacks HSN's CrossFit community integration and registered-dietitian-led specialty programs.
• MyFitnessPal: MyFitnessPal is the dominant calorie and nutrition tracking app with a massive free user base. It competes with HSN at the self-serve tracking layer (where HSN charges $39.99/mo) and represents the lower-priced alternative consumers evaluate before upgrading to personalized coaching.

Emerging players

• Levels Health: Levels Health is a CGM-based metabolic health platform that combines continuous glucose data with nutrition insights. It overlaps with HSN's Blood Sugar Balance program but is more hardware/software focused than coaching-led.
• ZOE: ZOE offers personalized nutrition programs using microbiome and blood fat testing combined with coaching. It is a comparable specialty diagnostics-plus-coaching model to HSN's CGM and DUTCH programs but operates at larger scale and with stronger consumer brand recognition.
• Nourish: Nourish is a virtual platform connecting consumers with registered dietitians for 1:1 insurance-covered nutrition care. It competes with HSN's RD-led coaching model, particularly in the specialty clinical areas (diabetes, hormones, gut health) where HSN also operates.
• Fay Nutrition: Fay Nutrition is a virtual registered dietitian marketplace offering insurance-covered and self-pay nutrition counseling. It competes with HSN in the RD-led 1:1 coaching category, particularly for users seeking specialty programs for diabetes, hormonal, and metabolic conditions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/healthystepsnutrition
• Instagraminstagram.com/healthystepsnutrition
• LinkedInlinkedin.com/company/healthy-steps-nutrition

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 Healthy Steps Nutrition