Health Choices

What Health Choices does

Health Choices, operating commercially as NOW Health Network, is a Canadian corporate wellness company headquartered in Vancouver, BC. Founded in 1998, the company delivers a video-based health education platform that integrates mental health, physical exercise (kinesiology/myokines), and nutritional guidance into a unified workplace wellness offering under its flagship "Minds Muscles Meals" app. The platform features a proprietary content library of 3,000+ educational videos produced with 300+ healthcare specialists across more than 30 medical conditions, including arthritis, diabetes, heart health, eye health, prostate health, and obesity. A network of 65+ credentialed medical specialists — including rheumatologists, cardiologists, endocrinologists, ophthalmologists, kinesiologists, and registered dieticians based in Vancouver, Montreal, and Ottawa — anchors the content and provides the company's primary credibility layer.

The underlying technology stack combines a video content delivery platform with an AI-powered food ingredient analysis tool that evaluates thousands of food ingredients against disease correlations to generate personalized dietary recommendations and flag potentially harmful ingredients. Distribution is hybrid: a direct enterprise field sales motion targets Canadian corporate employers for B2B subscription wellness programs, while a self-serve consumer channel provides individual access to health education content via condition-specific SEO landing pages. Revenue mechanics are anchored on recurring corporate wellness subscriptions, with supplementary service lines including pharmaceutical partnership opportunities, video production services for healthcare clients, and a Scientific Research and Experimental Development (SRED) offering. Geographic scope is currently Canada-only, with named specialist coverage concentrated in Vancouver, Montreal, and Ottawa.

Name

Health Choices

Legal name

NOW Health Network

Website

https://healthchoicesfirst.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Health Choices (NOW Health Network) is a Vancouver-based corporate wellness company that sells subscription access to its "Minds Muscles Meals" app and a 3,000+ video health education library featuring 300+ healthcare specialists, targeting Canadian employers and their employees across mental, physical, and nutritional health.

Ownership category

akta.pro rank

Product category

Corporate Wellness Platform

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Chronic Condition Lifestyle Coaching (Non-Clinical) (HSADAGAH)

akta.pro secondary industries

Chronic Condition Lifestyle Education (Diabetes, Heart Health, Pain Management) (EDAAAHAJ), Chronic Condition Management & Remote Monitoring (e.g., diabetes, HTN) (HLALADAD)

Keywords

• Corporate wellness programs
• Workplace health education
• Employee wellness platform
• Video health library
• Nutrition and exercise content

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Corporate Wellness Subscriptions: B2B subscription model providing workplace wellness programs to employers. The platform offers corporate health solutions combining mental health support, exercise programs, and nutritional guidance for employees.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Health Choices operates NOW Health Network, a corporate wellness platform that delivers the Minds Muscles Meals app to employers, combining mental health, exercise (kinesiology) and nutrition (registered dieticians) content through 3000+ educational videos featuring 300+ healthcare specialists. The platform supplements the app with AI-powered food ingredient analysis, condition-specific health education across 30+ medical conditions, and ancillary services such as pharmaceutical content partnerships, video production and SRED research support.

Product overview

Health Choices operates as part of NOW Health Network, offering a unified corporate wellness platform centered on the Minds Muscles Meals app. The platform provides video-based health education content with over 3000 videos featuring 300+ healthcare specialists across conditions including arthritis, diabetes, heart health, eye health, obesity, and mental health. The ecosystem also includes pharmaceutical partnerships, video production services, and research development offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Minds Muscles Meals: The company's health app platform connecting employees to healthcare professionals through mental health, exercise, and nutrition services.

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wellable: Corporate wellness platform providing wellness programs, content libraries, and challenges to employers. Similar subscription model targeting mid-market and enterprise employers with holistic well-being content.
• Calm: Mental wellness and meditation app with a growing Calm Business / employer channel. Competes with NOW's mental-health pillar for employer wellness budgets, though NOW offers broader condition coverage.
• Wellbeats: On-demand wellness content platform (fitness, nutrition, mindfulness) sold to employers and benefits brokers. Closely comparable video-first content library model distributed through employer channels.
• Limeade: Employee experience and well-being platform sold to employers to improve engagement, mental health, and physical wellness. Closely aligned GTM motion (enterprise field sales) and holistic well-being value proposition targeting corporate HR/benefits buyers.
• Virgin Pulse: One of the largest employer-sponsored corporate wellness platforms offering holistic well-being programs (mental, physical, nutritional) to enterprises globally. Directly comparable B2B wellness subscription model and similar mind/body/nutrition framing.
• Headspace Health: Mental wellness platform with a substantial B2B employer channel (Headspace for Work). Overlaps with NOW's mental-health pillar and competes for the same employer wellness budget.

Regional players

• Dialogue Health: Canadian virtual primary care and employee wellness platform. Direct geographic overlap with NOW in Canada and comparable employer-sponsored B2B channel, though Dialogue emphasizes live clinical care.

Broad incumbents

• Omada Health: Digital chronic-condition management platform (diabetes, hypertension, musculoskeletal) sold to employers and payers. Overlaps with NOW's chronic-condition focus but at greater scale and with a clinical/regulated care delivery model.
• Manulife Vitality: Insurance-led corporate wellness program from Manulife (a major Canadian insurer). Competes for the same employer wellness spend in Canada with a much larger distribution and capital base; NOW even cites Manulife research on its own site.

Emerging players

• Kaia Health: Digital therapeutic for musculoskeletal pain and chronic conditions (COPD, MSK) with employer and payer channels. Comparable chronic-condition focus and employer-sponsored B2B GTM, but more clinically regulated.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/healthchoices
• Facebookfacebook.com/228071377276131
• LinkedInlinkedin.com/company/healthchoicesfirst

Revenue estimate

Valuation estimate

Number of profiles

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 Health Choices