Pulling Down The Moon

What Pulling Down The Moon does

Pulling Down the Moon is a holistic fertility wellness center founded in 2004 by Tamara Quinn and Beth Heller, both former fertility patients, and headquartered in Chicago. The company serves women and couples navigating infertility, IVF/IUI support, and pre/postnatal wellness through an integrated, multi-modality clinical offering rather than a single product line. Its physical footprint consists of two locations in the Chicago metro — River North (Chicago) and Highland Park, Illinois — supported by a digital channel (Fully Fertile mobile app, online programs) and a supplement retail line distributed through Fullscript.

The core service mix is acupuncture, massage therapy (including the proprietary, branded FEM Protocol), nutrition counseling with registered dietitians, and yoga (anchored by a branded "Yoga for Fertility" program). The clinical team is led by a Director of Acupuncture and a Massage Director, with a roster of licensed acupuncturists and registered dietitians; published clinical anecdotes cite a 70% live birth success rate within the acupuncture program. The company has expanded its service surface with add-ons such as Red Light Therapy, Medical CBD, and Life Coaching, signaling a move from pure fertility adjunct care into adjacent women's health verticals.

The business model is fee-for-service wellness, with individual visits priced at $160 for initial consults and $100 for follow-ups, and multi-visit packages carrying a typical monthly patient investment of $400–$800. Package validity of approximately six months functions as a soft retention mechanism. Commercial expansion has come through in-network agreements with major insurers (Blue Cross Blue Shield, UnitedHealthcare) and a financing partnership with emBorrow, which lowers the consumer's upfront cost barrier and broadens addressable demand.

Name

Pulling Down The Moon

Legal name

Pulling Down the Moon Holistic Health

Website

https://pullingdownthemoon.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Pulling Down the Moon is a Chicago-based holistic fertility wellness center, founded in 2004, serving women and couples through acupuncture, massage therapy (FEM Protocol), nutrition, and yoga across two locations, plus a mobile app and supplement line.

Ownership category

akta.pro rank

Product category

Fertility Wellness Services

SIC

Services-Misc Health & Allied Services, Nec (8090), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

akta.pro secondary industries

Meditation Retreats, Workshops & Immersive Programs (HSADAJAF), Prenatal & Postnatal Yoga/Pilates (HSADACAD), Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC)

Keywords

• Fertility acupuncture
• Fertility massage
• Fertility nutrition
• Holistic wellness
• Prenatal yoga

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. In-Person Clinical Services: Revenue from fertility acupuncture, massage therapy, nutrition counseling, yoga classes, and other holistic wellness services delivered in-person at two Chicago-area centers. Services are sold individually per session or in discounted multi-session packages.
2. Service Packages and Bundles: Prepaid multi-session packages for acupuncture (5, 10, 20 sessions), massage (FEM protocol, therapeutic, prenatal), and combination packages offered at a discount to drive recurring revenue and loyalty.
3. Retail Products and Supplements: Sale of curated holistic fertility products including supplements, essential oils, fertility teas, castor oil wraps, dry brushes, moxa kits, ear seed kits, and Emily Skin Soother topical products. Supplements are fulfilled through Fullscript partnership.
4. Digital Products and Online Programs: Revenue from the Fully Fertile app subscription program (Nutrition for Life self-paced course, Yoga for Fertility series) and online telehealth nutrition consultations.
5. Gift Cards: Digital gift cards sold for services and retail items at the Chicago and Highland Park centers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Pulling Down The Moon is a Chicago-based holistic fertility wellness center, founded in 2004, that sells multi-modality fertility care services — including fertility acupuncture, fertility massage performed under the proprietary FEM Protocol, fertility nutrition counseling, and fertility/prenatal yoga — alongside a line of wellness products and supplements and the Fully Fertile mobile app. The offering targets individuals and couples trying to conceive and integrates traditional Chinese medicine with Western wellness practices.

Product overview

Pulling Down The Moon operates as a holistic fertility wellness center offering an integrated, doctor-approved approach to fertility care through multiple complementary service lines. The core offering centers on four pillars: Fertility Acupuncture (NCCAOM board-certified practitioners), Fertility Massage (including the proprietary Fertility Enhancing Massage/FEM Protocol and Mercier Therapy), Fertility Nutrition (Registered Dietitian-delivered), and Fertility Yoga (RYT 200/500 certified instructors). These services are delivered at two Chicago-area locations (Chicago River North and Highland Park) and supplemented by the Fully Fertile mobile app providing online programs, Yoga for Fertility classes, and the Nutrition for Life self-paced course. Additional offerings include Red Light Therapy add-ons, prenatal/postpartum care, men's fertility solutions, supplement bundles via Fullscript partnership, curated wellness products (teas, topical oils, massage tools), gift cards, and discounted service packages. The company positions itself as Chicago's original holistic fertility clinic with over 20 years of experience and pioneers in the field.

Differentiator

Problem solved

Functional benefit

Brands

• Fully Fertile: A private, social community mobile application dedicated to fertility support, offering Yoga for Fertility series, Holistic DIY For TTC course, Fertility Fit Strength & Fitness plan, and Nutrition for Life self-paced program.

Products and services

• Fertility Acupuncture

Quantifiable outcome

• 70% live birth success rate for patients under Christine Davis's acupuncture care
• +4 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core, minor and secondary.

• FullscriptcoreChannel Partner/ Reseller/ DistributorPulling Down the Moon partners with Fullscript to sell curated fertility supplement bundles. Customers purchase supplements through Fullscript after being recommended by PDTM practitioners. Products ship directly from Fullscript with stackable discounts (10% on all orders + another 10% on new orders). Bundles include foundational TTC supplements, egg quality support, PCOS/PMOS support, and male fertility supplements.
• ReceptivaDxminorStrategic or Co-development PartnerReceptivaDx is a non-surgical endometriosis detection test. Pulling Down the Moon references it as a recommended diagnostic resource for patients suspected of having endometriosis, as it detects inflammation in the uterine lining commonly associated with the condition.
• CocoonCareminorStrategic or Co-development PartnerCocoonCare is a prenatal/postnatal fitness and health coaching partner. Pulling Down the Moon cross-promotes with CocoonCare through a combined 'Pregnant Like Royalty' special offering initial acupuncture consultation and prenatal massage from PDTM plus a 20-pack of classes and health discovery session from CocoonCare.
• Blue Cross Blue Shield / United HealthcarecoreChannel Partner/ Reseller/ DistributorPulling Down the Moon is in-network with Blue Cross Blue Shield and United Healthcare for acupuncture services. Insurance billing is submitted directly to these carriers on behalf of patients.
• Aetna / CignasecondaryChannel Partner/ Reseller/ DistributorPulling Down the Moon accepts Aetna and Cigna as out-of-network providers. Patients pay upfront and submit claims for reimbursement. The clinic provides superbills for HSA/FSA reimbursement.

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Kindbody: Modern, well-capitalized fertility clinic and employee benefits platform with national clinic footprint. Competes for the same patient demographic with a more standardized, tech-forward operating model.
• CCRM (Colorado Center for Reproductive Medicine): One of the largest fertility clinic networks in the U.S. with a research-driven, full-service REI offering that increasingly overlaps with integrative and holistic adjunct services.
• Reproductive Medicine Associates (RMA): Major fertility clinic network with academic affiliations and full-service REI offerings. Competes for the same end-patients even though it does not emphasize the holistic/wellness layer.
• Shady Grove Fertility: Large national fertility clinic network with integrated patient services including nutrition and wellness. Comparable to PDtM in patient population but far larger in scale and geography.

Emerging players

• Maven Clinic: Virtual-first women's and family health platform serving fertility, pregnancy, and postpartum needs. Competes with PDtM's telehealth nutrition and Fully Fertile app in the digital layer.
• Parsley Health: Holistic primary care provider with a membership model incorporating nutrition, acupuncture, and wellness. Conceptually adjacent to PDtM's holistic, multi-modality approach to complex health conditions.
• Carrot Fertility: Fertility benefits and care navigation platform used by employers. Competes for the same consumer wallet and partners with clinics like PDtM, but also channels some patients to network clinics.
• Oova: At-home fertility hormone tracking and digital monitoring platform. Adjacent to PDtM's nutrition and holistic programs as a tech-enabled fertility support player competing for the same consumer attention.

Direct peers

• Fertility Centers of Illinois: Regional fertility clinic operating in the Chicago metro area. Direct geography peer competing for the same REI-referred patients, though with a more clinical (less holistic) positioning.
• YinOva Center: Holistic fertility and women's health center in NYC offering acupuncture, Chinese medicine, and massage for fertility, pregnancy, and postpartum. Closest direct peer in mission and modality mix to PDtM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pdmholisticcare

Compliance3 records

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 Pulling Down The Moon