The Better Nutrition Program

What The Better Nutrition Program does

The Better Nutrition Program (BNP) is a US-based, founder-owned personalized nutrition coaching company founded by registered dietitian Ashley Koff and operated through Ashley Koff RD, LLC and Ashley Koff Better Nutrition Program LLC, both Ohio LLCs. The company's core proposition is a weight-health hormone optimization system that assesses GLP-1, GIP, PYY, and CCK function and delivers personalized plans with or without GLP-1 medications, delivered via a direct-to-consumer model at $479 per personalized plan plus optional monthly or quarterly support.

BNP operates a two-tier ecosystem: a consumer-facing layer (Weight-Health Nutritionist matching, BNP Coaching, the GLP-1 Optimization Assessment, the USA Today bestselling book 'Your Best Shot,' and the Your Best Shot Meals prepared-meal delivery service) and a practitioner-facing layer (the BNP Toolkit sold for $1,197.97 with lifetime access, BNP Programs for Practitioners, white-label partnerships, and the GLP-1 Optimizer Certification co-developed with Keri Glassman and sold via ThriveCart with $479/year recertification). Enterprise Solutions and the Theia Health CGM integration round out the B2B and CGM-enabled offerings.

Revenue is generated through a mix of one-time consumer plans, a one-time practitioner toolkit license, recurring coaching and certification subscriptions, meal delivery transaction fees, and enterprise/corporate wellness contracts. The company relies heavily on content marketing (blog, recipes, newsletter), Ashley Koff's podcast and media presence, book distribution through major retailers, and referral channels. Operations are US-only, with a lean team of roughly 1–10 core staff supplemented by BNP coaches and a 20+ member clinical advisor network.

Name

The Better Nutrition Program

Legal name

Ashley Koff RD, LLC and Ashley Koff Better Nutrition Program LLC

Website

https://thebetternutritionprogram.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

The Better Nutrition Program is a US-based, founder-owned personalized nutrition platform offering GLP-1 and weight-health hormone coaching to individual consumers, licensed practitioners, and enterprise wellness clients via paid assessment plans, toolkit licensing, certification programs, and a bestselling book line.

Ownership category

akta.pro rank

Product category

Personalized Nutrition Services

NAICS

Diet and Weight Reducing Centers (812191)

akta.pro primary industry

General Nutrition Coaching (HSADAFAA)

akta.pro secondary industry

Corporate/Workplace Nutrition & Weight Management Programs (HSADAFAO)

Keywords

• Personalized nutrition coaching
• Weight-health programs
• GLP-1 optimization
• Practitioner certification
• Functional nutrition assessments

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Personalized Nutrition Plans: One-time personalized weight-health plan at $479 with optional add-ons (at-home labs, genetic testing) for deeper insights. Optional monthly or quarterly support available for additional fees.
2. BNP Toolkit Membership: One-time fee of $1,197.97 for lifetime access to practitioner tools including evaluations, guides, menus, plan & journal templates, and business tools. Includes one annual update.
3. GLP-1 Optimizer Certification: Certification program for practitioners and coaches to become certified in GLP-1 Optimization system. Includes 6 recorded modules, certification exam, community access, resources, and annual recertification at $479/year.
4. BNP Coaching: Coaching services delivered by certified BNP coaches for ongoing client support.
5. Your Best Shot Meals: Meal delivery service providing ready-to-use meals balanced for GLP-1 optimization and hormone health.
6. Practitioner Solutions: White-label partnerships and BNP Programs for practitioners, including access to proprietary tools and protocols.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels10 records

Core offering

The Better Nutrition Program provides personalized weight-health and nutrition coaching centered on a proprietary GLP-1 / peptide-hormone (GLP-1, GIP, PYY, CCK) optimization assessment developed by founder Ashley Koff RD. For consumers, BNP matches clients with trained Weight-Health Nutritionists who build individualized plans starting at $479, with optional monthly/quarterly coaching add-ons. For practitioners and enterprises, BNP sells the BNP Toolkit (a one-time $1,197.97 library of evaluations, guides, menus, plans, journals, and business tools), the GLP-1 Optimizer Certification program, structured BNP Programs, and BNP Enterprise Solutions for corporate wellness, plus a companion meal-delivery service (Your Best Shot Meals).

Product overview

The Better Nutrition Program (BNP) is a personalized nutrition coaching platform with a multi-product ecosystem. The core offering centers on Weight-Health Nutritionist coaching and BNP Coaching™, where clients receive personalized plans from BNP-trained nutritionists. For practitioners, BNP offers the BNP Toolkit™ (downloadable assessments, guides, menus, and business tools for $1,197.97), GLP-1 Optimizer Certification, BNP Programs™, and Practitioner CGM Account integration. The company also provides the GLP-1 Optimization™ Assessment for individual clients ($479). BNP Enterprise Solutions serves corporate clients, while Your Best Shot Meals offers meal delivery aligned with the program. The Your Best Shot book (Harper One, January 2026) serves as the consumer-facing entry point with free community access. Additional resources include the BNP Dashboard (member portal), BNP MiniKit™ (free demo toolkit), and recipe content. The platform does not currently include AI/ML features.

Differentiator

Problem solved

Functional benefit

Brands

• BNP Toolkit: Science-backed personalized nutrition tools for practitioners including evaluations, guides, menus, plan & journal, and business tools.
• GLP-1 Optimizer Certification
• Your Best Shot Meals
• BNP Coaching
• BNP Enterprise Solutions
• BNP Programs for Practitioner

Products and services

• Weight-Health Nutritionist (Personalized Weight-Health Plan) One-on-one personalized nutrition coaching where clients are matched with a BNP-trained nutritionist who creates a customized weight-health plan based on the GLP-1 / peptide-hormone optimization system. Pricing starts at $479 for the initial plan.
• GLP-1 Optimization™ Assessment Clinical weight-health hormone assessment that evaluates the function of GLP-1, GIP, CCK, and PYY hormones and generates personalized next steps. Designed for individuals on, considering, or not using GLP-1 medications.
• BNP Toolkit™ Science-backed personalized nutrition tool library for practitioners, including Evaluations, Guides, Menus, Plan & Journal, and Business Tools, sold as a one-time $1,197.97 lifetime license.
• GLP-1 Optimizer Certification Certification program for licensed practitioners and certified coaches on BNP's GLP-1 Optimization™ system, including 6 modules, exam, community access, and $479/year recertification with live sessions and referral listing.
• BNP Coaching™ Structured coaching program providing ongoing personalized guidance from BNP-certified coaches (NBC-HWC, FMCHC) for clients working on weight-health optimization.
• BNP Programs™ Structured nutrition programs for practitioners to implement with their clients, built around BNP's assessment and weight-health hormone optimization methodology.
• BNP Enterprise Solutions Corporate-wellness offering delivering BNP's personalized nutrition methodology, CGM programs, and wellness sessions to employees at partner organizations.
• Practitioner CGM Account Continuous Glucose Monitoring (CGM) program delivered through BNP's partnership with Theia Health, enabling practitioners to offer CGM-based nutrition guidance to their clients.
• Your Best Shot Meals Prepared meal delivery service providing ready-to-use meals balanced for GLP-1 optimization and hormone health, aligned with the guidelines from Ashley Koff's 'Your Best Shot' book.
• Your Best Shot Book USA Today bestselling book by Ashley Koff RD (Harper One, January 2026) introducing the Weight-Health Hormone optimization system, with bundled access to BNP community, coaching, live Q&A, and digital assessments.

Quantifiable outcome

• Client lost 40 pounds of fat and gained 5 lbs of muscle with optimal labs after personalized plan
• +4 more outcomes

Named customers5 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

Integration3 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Theia HealthcoreTechnology or IntegrationIntegration partnership for Practitioner CGM Account - BNP practitioners can access Theia Health AI platform for continuous glucose monitoring programs to support patient personalization.
• Nutritious Life / Keri Glassman MS RD CDNcoreStrategic or Co-development PartnerCo-developed GLP-1 Optimizer Certification program with Keri Glassman. Keri Glassman brings proven record in training individuals in personalized nutrition. Partnership addresses inconsistency in GLP-1 approaches through combined expertise.
• BeyondBrandsminorStrategic or Co-development PartnerAshley Koff serves as partner at BeyondBrands, a strategic partnership in the nutrition/business consulting space.
• Harper One (HarperCollins)coreOthersPublisher of Ashley Koff's book Your Best Shot (January 2026), which achieved USA Today bestseller status.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Noom: Noom is a large, well-funded behavior-change weight management app with personalized coaching and increasingly GLP-1-aware content. It competes with BNP in DTC nutrition coaching but at much larger scale and lower price points.
• MyFitnessPal: MyFitnessPal is a mass-market nutrition-tracking app with a large food database and premium subscription. It is a broader incumbent that competes for nutrition-conscious consumers at lower price points and significantly larger scale.

Others

• Fullscript: Fullscript is a practitioner-facing supplement and protocol dispensing platform. While not a coaching peer, it competes for the same practitioner wallet share that BNP addresses with the GLP-1 Optimizer Certification and Toolkit.
• Territory Foods: Territory Foods is a chef-prepared meal delivery service focused on health and performance. It overlaps with BNP's Your Best Shot Meals line as a competitor in ready-to-eat functional meal delivery.
• Practice Better: Practice Better is a practice management and client engagement platform used by nutritionists and health coaches. It serves the same practitioner audience that BNP targets with its Toolkit and certification program.

Direct peers

• Found: Found is a virtual weight-management program that pairs GLP-1 medication (when appropriate) with coaching and personalized nutrition plans. It is the closest direct competitor to BNP because it combines an assessment-driven plan, coaching, and weight-loss pharmacology positioning.
• InsideTracker: InsideTracker delivers personalized health plans based on blood biomarkers and lifestyle data, including nutrition interventions. Comparable to BNP's assessment-driven, lab-informed weight-health planning model.
• NutriSense: NutriSense provides CGM-driven personalized nutrition with dietitian support. Its subscription model and emphasis on blood-sugar optimization overlap directly with BNP's GLP-1 Optimization and CGM offerings.
• Levels Health: Levels sells a CGM-based metabolic health program aimed at individuals and practitioners; BNP integrates Theia Health for CGM and offers nutrition plans on similar hormone/metabolic logic, making Levels a direct competitor in CGM-driven nutrition.

Emerging players

• Cozy Calorie / Virtual Dietitian Platforms: Multiple emerging virtual dietitian platforms (e.g., Nourish, Fay) deliver one-on-one RD-led nutrition coaching via telehealth. These emerging players compete with BNP's Weight-Health Nutritionist coaching model on access and convenience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/thebetternutri1
• Facebookfacebook.com/TheBetterNutritionProgram
• LinkedInlinkedin.com/company/the-better-nutrition-program

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 The Better Nutrition Program