OPTAVIA
- Company typePrivate
- Founded2017
- HeadquartersMadison, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
OPTAVIA firmographics
Firmographics- Name
- OPTAVIA
- Legal name
- Trilivy LLC
- Website
- https://optavia.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
OPTAVIA industry classification
Industry- Product category
- Weight Management Programs
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Medical Nutrition & Meal Replacement (RTD, Bars, Powders) (CRADAGAN)
- akta.pro secondary industries
- Lifestyle & Habit Change Coaching (HSADAGAB), Weight Management & Metabolic Supplements (CRADAGAG)
Keywords
Where OPTAVIA is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
OPTAVIA business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Supply Chain, Operations, Technology or R&D, Others
Revenue model
- Product Sales - Premier+ Autoship: Monthly autoship program (Trilivy Premier+) where customers receive recurring product shipments. Provides 20% discount on first order (orders over $350), 15% off subsequent orders, and 10% off orders totaling $250-$349.99. Billing every 4 weeks. No membership fee.
- Product Sales - On-Demand: One-time product purchases through e-commerce platform including meal replacement kits, individual Fuelings, supplements, and accessories. Plans range from $323.20 to $425.40 with autoship discounts available.
- Coach Business Kit Sales: One-time sale of coach kit ($199.00) containing digital resources, client support tools, smart scale, business education, and 12 months access to personalized website. Required to become an independent coach.
- Coach Commission Distribution: $3 billion paid out to coaches since 2017. Coaches earn income by supporting clients through the metabolic health system, with approximately 90% of coaches having been clients first. Structured compensation with upline organization support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Reset 5 & 1 Plan - Core weight loss program for those with 15+ lbs to lose |
| Subscription | Monthly | Reset 5 & 1 Active Plan - Weight loss for active individuals with 15+ lbs to lose |
| Subscription | Monthly | Reset 4 & 2 Active Plan - Weight loss for active individuals with less than 15 lbs to lose |
| Subscription | Monthly | Refine Plan - Weight maintenance and body composition refinement |
| Subscription | Monthly | Renew Plan - Long-term metabolic health optimization |
| One time/ perpetual license | Pay-as-you-go | Coach Business Kit - Initial coaching business setup |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
OPTAVIA product offering
Product offeringCore offering
OPTAVIA/Trilivy sells a three-phase metabolic health system (Reset, Refine, Renew) that combines portion-controlled meal replacement Fuelings (Reset Fuelings, ASCEND Fuelings), self-prepared Lean & Green meals, essential amino acid supplements, and a Daily Nutrients Pack. Plans are delivered through a direct-to-consumer e-commerce platform with optional Premier+ autoship subscription and integrated 1:1 independent coach support underpinned by the proprietary Habits of Health behavioral framework.
Product overview
OPTAVIA/Trilivy is a comprehensive three-phase metabolic health system (Reset, Refine, Renew) built around physician-founded science and human coaching support. The core products include meal replacement Fuelings (Reset Fuelings and ASCEND Fuelings), Lean & Green self-prepared meals, Essential Amino Acids supplements, and the OPTAVIA ASCEND Daily Nutrients Pack. The system is anchored by the Metabolic Synchronization science and the Habits of Health Transformational System behavioral framework. Trilivy Premier+ offers an autoship membership with discounts. The company also operates a coaching program where approximately 90% of coaches started as clients, providing one-on-one support that clinical studies show produces 10x more weight loss than without coaching.
Differentiator
Problem solved
Functional benefit
Products and services
- Reset 5 & 1 Plan A clinically-proven weight loss plan designed to activate targeted fat burn and reverse metabolic dysfunction. Includes 5 Reset Fuelings plus 1 Lean & Green self-prepared meal daily, with 1:1 coach support. Priced starting at $376.00 (reg. $470.00).
- Reset 5 & 1 Active Plan A weight loss plan for active individuals who exercise moderately and need to lose more than 15 lbs. Includes 5 Reset Fuelings, 1 Lean & Green meal, and 1-2 servings of Essential Amino Acids daily. Priced starting at $425.40 (reg. $531.75).
- Reset 4 & 2 Active Plan A weight loss plan for active individuals with less than 15 lbs to lose. Includes 4 Reset Fuelings, 2 Lean & Green meals, and 1-2 Essential Amino Acid servings daily. Priced starting at $399.60 (reg. $499.50).
- Refine Plan A weight maintenance plan for individuals who have reached their goal weight, focusing on refining body composition and improving metabolic flexibility. Includes 2 ASCEND Fuelings, 2 Lean & Green+ meals, and 1 Daily Nutrients Pack daily. Priced starting at $323.20 (reg. $404.00).
- Renew Plan A long-term health optimization phase supporting healthspan and metabolic health, with a personalized and flexible approach designed around individual goals. Includes Refine mini meals, Daily Nutrients Pack, EAAs, and whey protein based on objectives.
- Trilivy Premier+ Membership An autoship membership program with 4-week billing cycles that offers 20% off first orders over $350, 15% off subsequent orders, and 10% off orders totaling $250-$349.99. No membership fee; cancel or modify anytime before processing date.
- Trilivy Coaching Program A 1:1 personal coaching service provided by independent Trilivy coaches that is integrated into every plan. Clinical trials show clients with coaching support lose 10x more weight and 17x more fat than those without coaching. Approximately 90% of coaches were first clients.
- Trilivy Coach Kit
Quantifiable outcome
- 14% visceral fat reduction in 16 weeks on Reset 5 & 1 Plan
- +5 more outcomes
Companies that use OPTAVIA
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles3 records
OPTAVIA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature7 records
OPTAVIA partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Medifast, Inc.coreParent company and founding entity. Medifast is the publicly traded parent (NYSE: MED) that owns Trilivy LLC and Jason Enterprises, Inc. Founded on the physician-founded legacy of Medifast, Trilivy carries forward 40+ years of innovation and metabolic health expertise from the parent company.
Scale indicators12 records
Recent moves6 records
Expansion highlights5 records
OPTAVIA competitors and assessment
Company assessmentDirect peers
- WW International (Weight Watchers): WW operates the most direct competitor subscription weight-management program in the U.S., combining structured eating plans with coaching (digital and in-person). Like Trilivy, WW depends on recurring membership revenue and is repositioning around metabolic health and GLP-1 support as the category evolves.
- Herbalife: Herbalife is the closest structural comparable — meal-replacement shakes and supplements sold through a global independent distributor network, with multi-level compensation and clinical nutritional claims. Trilivy's coach-led MLM distribution closely mirrors Herbalife's model, though focused on weight/metabolic health rather than general nutrition.
- Nutrisystem: Nutrisystem sells portion-controlled, pre-packaged meal delivery programs direct-to-consumer for weight loss. Overlaps with Trilivy's 'Fuelings' meal-replacement strategy and Reset/Refine plan structure, though without the deep coach network.
- Jenny Craig: Jenny Craig combines portion-controlled meal delivery with assigned personal consultants in a coach-led weight-loss model. Highly comparable to Trilivy's 1:1 coaching + Lean & Green + Fuelings combination, though Jenny Craig has historically operated through corporate centers rather than an MLM-style independent-coach network.
- Noom: Noom is a digital subscription weight-management app that combines psychology-based coaching (text-based coaches, AI, and human) with behavior change. Directly comparable to Trilivy's coaching-as-multiplier thesis, though delivered via app rather than in-person/MLM coach relationships.
- SlimFast: SlimFast sells meal-replacement shakes, bars, and snacks through mass retail and DTC channels as a weight-management brand. Comparable at the product-format level (RTD shakes and bars as meal replacements), though without Trilivy's coach network or clinical metabolic-health positioning.
- Arbonne: Arbonne is a multi-level marketing company selling nutrition (including meal-replacement shakes), skincare, and wellness products through independent consultants. Structurally parallel to Trilivy in its MLM distribution model and nutrition-led positioning, though broader in scope.
- Plexus Worldwide: Plexus is an MLM company selling weight-management and gut-health supplements and meal-replacement products (Pink Drink, Lean) through a network of independent ambassadors. Comparable in its MLM-led weight-loss supplement positioning and reliance on a large independent distributor base.
Emerging players
- Calibrate: Calibrate is a metabolic-health coaching program that combines clinician visits, 1:1 coaching, and medication (including GLP-1s) to drive sustained weight loss. Directly competes for the same 'metabolic health' positioning Trilivy is moving toward, but goes further into integrated clinical/pharmacy offerings.
Broad incumbents
- Beachbody (BODi): BODi (formerly Beachbody) sells subscription fitness and nutrition programs including portion-controlled meal plans and shakeology meal replacements. Overlaps with Trilivy's meal-replacement and structured-program offering, but is anchored to fitness content rather than metabolic-health clinical science.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
OPTAVIA social profiles
Digital presenceOPTAVIA compliance and trust
Trust signalCompliance2 records
OPTAVIA financial estimates
Financial estimateRevenue estimate
Valuation estimate
OPTAVIA leadership team
Management profileNumber of profiles
Profiles6 records
OPTAVIA subsidiaries and ownership
Company hierarchySubsidiaries1 record
OPTAVIA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OPTAVIA 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 OPTAVIA
What does OPTAVIA do?
OPTAVIA/Trilivy sells a three-phase metabolic health system (Reset, Refine, Renew) that combines portion-controlled meal replacement Fuelings (Reset Fuelings, ASCEND Fuelings), self-prepared Lean & Green meals, essential amino acid supplements, and a Daily Nutrients Pack. Plans are delivered through a direct-to-consumer e-commerce platform with optional Premier+ autoship subscription and integrated 1:1 independent coach support underpinned by the proprietary Habits of Health behavioral framework.
Is OPTAVIA a public or private company?
OPTAVIA is a private company. It is classified as corporate owned and is currently operating.
When was OPTAVIA founded?
OPTAVIA was founded in 2017. It employs 501 to 1,000 people.
Where is OPTAVIA based?
OPTAVIA is headquartered in Madison, United States, in the North America region.
How does OPTAVIA make money?
Four revenue lines are on record. Product Sales - Premier+ Autoship is the primary driver. The others are product Sales - On-Demand, coach Business Kit Sales and coach Commission Distribution.
Who are OPTAVIA's main competitors?
Direct peers on record are WW International (Weight Watchers), Herbalife, Nutrisystem, Jenny Craig, Noom, SlimFast, Arbonne and Plexus Worldwide. Calibrate is listed as an emerging player. Beachbody (BODi) is listed as a broad incumbent.
Does OPTAVIA have an API?
No public API is recorded for OPTAVIA.
What industry is OPTAVIA in?
OPTAVIA's product category is Weight Management Programs. Its primary akta.pro industry code is CRADAGAN, Medical Nutrition & Meal Replacement (RTD, Bars, Powders), with a secondary code of HSADAGAB, Lifestyle & Habit Change Coaching. Its NAICS code is 456191 and its SIC code is 2090.