Nutrition Stripped

What Nutrition Stripped does

Nutrition Stripped is a privately-held, founder-owned digital health education company founded in 2013 by registered dietitian McKel Hill Kooienga, MS, RDN, LDN. The company sells self-paced online courses, application-based coaching, a published cookbook, and a professional certification program built around two trademarked frameworks: the Mindful Nutrition Method™ and the CARE Eating Practice™. Its core consumer audience is individuals struggling with chronic dieting, emotional eating, binge eating, and disrupted hunger/fullness cues; a secondary B2B segment is credentialed nutrition and health practitioners who license the methodology through the CARE Eating Practice Certification Program.

The product portfolio includes The Mindful Nutrition Method Course ($597, 4-month access), The Calm Plate Course ($149, lifetime access), The 10-Day Rebalance Reset ($29), 1:1 and small-group coaching, the Nutrition Stripped Cookbook (published by William Morrow/HarperCollins in 2016, $23.99), and the newly launched CARE Eating Practice Certification ($997 founding rate). All digital products are delivered through the Kajabi platform. The business operates on a product-led growth model: content marketing (blog, recipes, articles, Foundational Five Food Index), Instagram, a Substack newsletter called 'Taking Care,' podcast appearances, and earned media placements in outlets including Oprah.com, Bon Appétit, Food Network, Healthline, Forbes, Vogue, and Women's Health drive top-of-funnel awareness, with a free Peaceful Eating Guide used as an email-capture lead magnet. Affiliate commerce in kitchen, home, garden, and pantry categories provides supplemental commission revenue.

The company is bootstrapped with no disclosed funding rounds, no institutional investors, and a headcount of 1-10. It is structured as Nutrition Stripped, LLC, domiciled in Tennessee, with the founder as the controlling operator. Five registered trademarks (Nutrition Stripped®, Mindful Nutrition Method™, CARE Eating Practice™, The Calm Plate™, Foundational Five™) constitute the primary intangible IP. Reported accolades include the 2017 Shorty Awards nomination in Health & Wellness, the 2018 Nashville Business Journal Women of Influence Entrepreneur Award, Healthline's Best Healthy Living Blogs of 2020, and inclusion in Oprah Magazine, Cosmopolitan, and Arianna Huffington's Fuel List.

Name

Nutrition Stripped

Legal name

Nutrition Stripped, LLC

Website

https://nutritionstripped.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Nutrition Stripped is a founder-led digital health education company selling self-paced courses, a HarperCollins-published cookbook, and a practitioner certification built around the trademarked Mindful Nutrition Method™ and CARE Eating Practice™ frameworks for consumers and credentialed professionals struggling with chronic dieting and emotional eating.

Ownership category

akta.pro rank

Product category

Online Mindful Nutrition Education

NAICS

Diet and Weight Reducing Centers (812191), Educational Support Services (61171)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

General Nutrition Coaching (HSADAFAA)

akta.pro secondary industry

Nutrition & Diet Education (Meal Planning, Macros, Healthy Cooking) (EDAAAHAA)

Keywords

• Mindful nutrition education
• Online wellness courses
• Intuitive eating programs
• Digital nutrition coaching
• Health education content

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Digital Courses and Programs: Self-paced online courses including The Mindful Nutrition Method, The Calm Plate, and The 10-Day Rebalance Reset. Customers purchase one-time access to course materials, with some offering lifetime access.
2. Cookbook Sales: Physical book sales through Amazon and retail channels. The Nutrition Stripped Cookbook is published by HarperCollins.
3. Affiliate Commerce: Commission revenue from curated product recommendations in categories including kitchen, home, garden, and pantry items through affiliate links.
4. 1:1 Coaching Services: One-on-one and small-group coaching consults offered as packages, providing personalized nutrition guidance.
5. Practitioner Certification: 6-week certification training program for nutrition and health professionals to become Certified CARE Eating Practice Practitioners.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Nutrition Stripped sells self-paced digital courses, a 10-day reset program, application-based 1:1 coaching, and a practitioner certification program built around its proprietary Mindful Nutrition Method™ and CARE Eating Practice™ frameworks. The company also sells the Nutrition Stripped Cookbook (published by HarperCollins) and offers free lead-magnet resources, including the Peaceful Eating Guide and the Foundational Five Food Index, to support course enrollment.

Product overview

Nutrition Stripped is a wellness education platform built around the Mindful Nutrition Method, offering self-paced courses, coaching programs, and resources focused on mindful eating and balanced nutrition. The core product portfolio includes The Mindful Nutrition Method Course ($597, 4-month access) and The Calm Plate Course ($149, lifetime access) as the primary educational offerings, supplemented by The 10-Day Rebalance Reset ($29) for shorter interventions and The Mindful Nutrition Way Coaching for application-based support. The company also publishes the Nutrition Stripped Cookbook through HarperCollins and offers a CARE Eating Practice Certification Program for nutrition professionals. Free resources include the Peaceful Eating Guide and the Foundational Five Food Index. All programs emphasize the Foundational Five system for building balanced meals without tracking or restriction.

Differentiator

Problem solved

Functional benefit

Products and services

• The Mindful Nutrition Method™ Course Self-paced online course that teaches the Mindful Nutrition Method framework for transforming one's relationship with food through mindfulness, self-compassion, and balanced eating habits; provides 4 months of access from enrollment; priced at $597.
• The Calm Plate Course Self-paced course that teaches the Foundational Five system for building nourishing meals without tracking, restricting, or overthinking; lifetime access; priced at $149.
• The 10-Day Rebalance Reset Course Short self-paced reset program designed to help users rebalance their eating patterns and restore calm with food; priced at $29 with lifetime access.
• The Mindful Nutrition Way Coaching One-on-one or small-group coaching program based on the Mindful Nutrition Method; offered on an application basis for personalized nutrition guidance.
• Nutrition Stripped Cookbook Cookbook published by William Morrow HarperCollins featuring whole-food, plant-focused recipes; list price $26.00, sale price $23.99 on Amazon.
• CARE Eating Practice Certification Program 6-week certification training for credentialed nutrition and health professionals (RDs, RDNs, CNs, NBC-HWCs) teaching the CARE framework (CENTER, ATTUNE, RECEIVE, ENACT) for working with clients on emotional eating and interoceptive awareness; pilot cohort limited to fewer than 10 practitioners; $997 founding member rate.
• Peaceful Eating Guide Free three-day guide for building presence with food through reflection prompts and practical orientation; distributed via email opt-in as a lead magnet.
• Foundational Five Food Index Free resource for building balanced meals using whole, nutrient-dense ingredients organized by the Foundational Five categories (Non-Starchy Carbohydrates, Starchy Carbohydrates, Fat, Protein, Flavor Factor).

Quantifiable outcome

• Clients report finding peace with food and themselves
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• CARE Mindful Nutrition InstitutecoreOthersA professional certification and training institute for the CARE Eating Practice framework, developed by McKel Hill Kooienga to train nutrition and health professionals in the methodology. Operates as part of Nutrition Stripped's ecosystem.
• SeedminorGTM or Marketing PartnerSeed Daily Synbiotic probiotic supplement featured in Nutrition Stripped's pantry recommendations with affiliate marketing partnership.
• HarperCollinscoreOthersPublished the Nutrition Stripped Cookbook in 2016 through William Morrow, an imprint of HarperCollins.
• KajabicoreTechnology or IntegrationPlatform provider for course delivery, membership management, and digital product hosting. All online courses and programs are delivered through the Kajabi platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Betty Rocker: Founder-led women's wellness platform combining nutrition coaching with fitness programming via digital courses. Comparable as a personal-brand wellness business with course-based revenue and strong community engagement.
• Precision Nutrition: Industry-leading nutrition coaching certification and education company that trains fitness and health professionals. Directly comparable to Nutrition Stripped's CARE practitioner certification model in terms of B2B professional training revenue stream.
• Institute for Integrative Nutrition (IIN): Health coaching education school offering certification programs to aspiring health coaches. Comparable in providing curriculum-driven nutrition/wellness certification to professionals, with similar practitioner-pipeline business model.
• Wellness Mama: Founder-led wellness education platform that has scaled from blog to courses, digital products, and physical goods. Closely mirrors Nutrition Stripped's blog-to-courses-to-product ladder model with a wellness-focused female audience.
• mindbodygreen: Wellness media and education brand offering articles, courses, and coaching on nutrition, mindfulness, and movement. Comparable as a content-first wellness platform that has expanded into digital courses and community-based products.
• Whole30: Branded nutrition program built around a structured dietary reset methodology with coaching, courses, and certified practitioner network. Highly comparable to Nutrition Stripped's trademarked Foundational Five and CARE frameworks as a methodology-driven wellness business.
• Balanced Bites / Liz Wolfe: Founder-led nutrition education brand focused on real-food diets and intuitive eating with digital courses and podcast content. Closely comparable in scope, audience (women, mindful eating), and product mix (courses, books, coaching).

Broad incumbents

• Noom: Large-scale digital health platform combining psychology, nutrition coaching, and behavior change for weight management. Comparable to Nutrition Stripped in addressing emotional eating and sustainable habit change, but operates at venture-backed scale with broader scope.
• Well+Good: Major wellness media publisher covering nutrition, fitness, and lifestyle content. Comparable as an authoritative wellness content brand; also operates the Well+Good Council in which Nutrition Stripped's founder participates.
• Healthline: Largest consumer health information publisher. Comparable as a content-driven nutrition education authority — recognized Nutrition Stripped among Best Healthy Living Blogs of 2020.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/nutritionstripped
• Facebookfacebook.com/NutritionStripped
• LinkedInlinkedin.com/company/nutrition-stripped

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Nutrition Stripped