What Functional Diagnostic Nutrition does

Functional Diagnostic Nutrition (FDN) is a privately held, founder-led training and certification company headquartered in Henderson, Nevada. Founded in 2008 by Reed Davis after a decade of clinical practice, FDN sells a single high-ticket online certification program priced at $12,997 that teaches health practitioners (doctors, naturopaths, nurses, chiropractors, health coaches, and aspiring practitioners) how to perform functional lab analysis using two proprietary, trademarked frameworks: the H.I.D.D.E.N. system (Hormone, Immune, Digestion, Detoxification, Energy, Nervous System evaluation) and the D.R.E.S.S. for Health Success protocol (Diet, Rest, Exercise, Stress Reduction, Supplementation). The program combines self-paced online curriculum, 12 one-on-one mentorship sessions, live weekly group calls, access to 70+ functional lab tests through the Medical Director Program, and business development training, and can be completed in 4-8 months.

The core technology is a methodology and content platform rather than a software product. Graduates gain the ability to order functional lab tests without a medical license, interpret results using the proprietary frameworks, and develop personalized client protocols. FDN monetizes primarily through one-time certification tuition at $12,997 (with payment plans), supported by secondary revenue from Advanced Courses and the FDN Graduate Program launched in 2024. The company claims 5,000+ certified practitioners across 50+ countries, with labs shipped globally. Distribution is entirely online, combining self-paced learning with high-touch advisor consultations, multi-channel content marketing (podcast, webinars, blog, social media), and community-driven referrals through the AFDNP alumni association and practitioner directory.

FDN is bootstrapped with no disclosed external investment, PE, or VC ownership. The company operates with 11-50 employees and partners with credentialing bodies (AADP, AANWP, AANWC) to offer graduates additional professional designations. Free resources including the Health Detective Podcast, Health Space Unmasked lecture series, and the 5 Labs in 5 Days workshop serve as top-of-funnel marketing assets. The business model is asset-light, founder-dependent, and predicated on the continued credibility of Reed Davis and the proprietary FDN methodology.

Name

Functional Diagnostic Nutrition

Legal name

Functional Diagnostic Nutrition

Website

https://fdntraining.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Functional Diagnostic Nutrition is a privately held, founder-led online certification company founded in 2008 that trains health practitioners in functional lab analysis using the proprietary H.I.D.D.E.N. and D.R.E.S.S. frameworks, with 5,000+ graduates across 50+ countries and a $12,997 core certification program.

Ownership category

akta.pro rank

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Certification Program Tuition: One-time upfront payment for complete FDN certification program including curriculum, mentorship, lab tests, and business training. The program is positioned as a comprehensive certification with a total value of $34,982, offered at $12,997. Payment plans are available to suit various budgets.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Functional Diagnostic Nutrition sells a self-paced online certification program that trains health practitioners to interpret functional lab tests and build client protocols using the proprietary H.I.D.D.E.N. system and D.R.E.S.S. protocol. The $12,997 program bundles curriculum, 12 one-on-one mentorship sessions, 5 personal lab test kits, the Medical Director Program for lab access, business training, and permanent access to program updates.

Product overview

Functional Diagnostic Nutrition (FDN) is a health certification and training company offering a single unified certification program (the FDN Program) that combines functional lab analysis training with the proprietary H.I.D.D.E.N. System methodology and D.R.E.S.S. for Health Success protocol. The core offering includes the main certification curriculum along with the Medical Director Program (providing lab access), Advanced Courses for continuing education, and a Graduate Program for business development. Free resources include the Health Detective Podcast, Health Space Unmasked lecture series, and the 5 Labs in 5 Days workshop. The company operates as a training/education business rather than a software product company.

Differentiator

Problem solved

Functional benefit

Brands

• H.I.D.D.E.N System: A proven 5-lab framework revealing metabolic dysfunction across hormone, immune, digestion, detoxification, energy production, and nervous systems
• D.R.E.S.S. for Health Success
• AFDNP

Products and services

• FDN Certification Program The flagship online certification that trains health practitioners in functional lab analysis using the H.I.D.D.E.N. system and D.R.E.S.S. protocol. Priced at $12,997, it includes the curriculum, 12 one-on-one mentorship sessions, 5 personal functional lab test kits, Medical Director Program access, business development training, and permanent access to program updates. Completion takes 4-8 months self-paced.
• Medical Director Program

Quantifiable outcome

• 5,000+ practitioners have built thriving 6 and 7-figure practices using FDN Methodology
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• American Association of Drugless Practitioners (AADP)minorStrategic or Co-development PartnerFDN graduates are eligible to receive the Holistic Health Practitioners (HHP) designation through AADP upon completion of the certification program.
• American Association of Natural Wellness Practitioners (AANWP)minorStrategic or Co-development PartnerFDN graduates have the option to pursue board certification with AANWP, providing additional professional credentials beyond the FDNP designation.
• American Natural Wellness Coaching Board (AANWC)minorStrategic or Co-development PartnerFDN graduates can pursue board certification with AANWC as an additional professional credential option.
• Association of Functional Diagnostic Nutrition Professionals (AFDNP)coreStrategic or Co-development PartnerThe AFDNP is the alumni organization for FDN graduates, providing ongoing support, continuing education, advanced courses, peer support groups, and discounts on additional training. This is an internal organization established by FDN.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Dr. Mark Hyman / The UltraWellness Center: High-profile functional medicine leader with associated practitioner training and education platform. Broader brand reach and media presence than FDN, but overlapping curriculum philosophy targeting the same functional health practitioner buyer.
• Duke Integrative Medicine: University-based integrative medicine training with practitioner programs. Competes at a higher clinical credibility tier but overlapping target audience of healthcare practitioners seeking functional health education.
• American Fitness Professionals & Associates (AFPA): Long-established health, fitness, and nutrition certification provider. Broader portfolio than FDN but competing for the same aspiring wellness professionals and adjacent curriculum territory (nutrition coaching, holistic health).
• National Academy of Sports Medicine (NASM): Large, established personal trainer and nutrition coach certification body. While focused on fitness rather than functional lab analysis, NASM represents the broader certified-wellness-professional category where FDN competes for share-of-wallet.

Direct peers

• Institute for Integrative Nutrition (IIN): One of the largest health coaching certification programs globally. FDN explicitly positions itself as the upgrade path for IIN-trained coaches seeking advanced lab-analysis skills, making them the most direct competitor and feeder funnel.
• Health Coach Institute: Offers dual certifications (CHC, MCHC) for health coaches. Comparable business model of high-ticket online certification with mentorship; targets similar coaches seeking business-building training.
• Functional Medicine Coaching Academy (FMCA): Partnership with The Institute for Functional Medicine, FMCA offers a functional health coaching certification with similar practitioner audience. Directly comparable to FDN in curriculum scope, lab emphasis, and target buyer.
• School of Applied Functional Medicine: Founded by Chris Kresser, trains practitioners in functional medicine and lab interpretation. Comparable practitioner audience, similar lab-based curriculum philosophy, and overlapping methodology — a direct head-to-head competitor for the FDN certification.
• Primal Health Coach Institute: Online health coaching certification emphasizing ancestral/lifestyle approaches. Targets the same wellness practitioner buyer persona as FDN and competes for the same mid-tier price point in holistic health certification.

Emerging players

• Holistic Nutrition Lab: Smaller, newer holistic nutrition certification program targeting similar wellness practitioners. Comparable product (online certification) at lower price points, representing the kind of emerging competitor that could pressure FDN's premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/FDNtraining
• YouTubeyoutube.com/channel/UC7xDnEKCe9gKeWZ2vbE3C8w
• Facebookfacebook.com/FunctionalDiagnosticNutrition
• LinkedInlinkedin.com/company/san-diego-natural-health-&-fitness-ctr
• Instagraminstagram.com/fdntraining

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 Functional Diagnostic Nutrition