OPTAVIA

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

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

• Weight management programs
• Meal replacement products
• Metabolic health solutions
• Nutrition coaching services
• Dietary supplements

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core 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

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature7 records

Partnerships

One partnership is on record.

• Medifast, Inc.coreStrategic or Co-development PartnerParent 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

Direct 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

• Xx.com/OPTAVIA_tweets
• YouTubeyoutube.com/@Trilivy_Health
• Facebookfacebook.com/OPTAVIA
• Instagraminstagram.com/trilivy
• Pinterestpinterest.com/trilivy_Official

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 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 OPTAVIA