Biolayne
Biolayne is an evidence-based fitness and nutrition education platform founded by Dr. Layne Norton, offering subscription workout programs, monthly research summaries, online coaching, and a podcast to fitness enthusiasts, bodybuilders, and fitness professionals worldwide.
- Company typePrivate
- Founded-
- HeadquartersLutz, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Biolayne does
Biolayne is an evidence-based fitness, nutrition, and coaching company founded and led by Dr. Layne Norton, a PhD in Nutritional Sciences and competitive natural bodybuilder. The company serves fitness enthusiasts, bodybuilders, and fitness professionals through a portfolio of digital products: the Workout Builder (a web-based workout planning platform offering 50+ pre-designed programs and 400+ exercises with video demonstrations, priced at $12.99/month), REPS (Research Explained in Practical Summaries, a monthly subscription delivering simplified summaries of peer-reviewed nutrition and exercise research, also $12.99/month), individualized one-on-one online coaching for fat loss, muscle building, contest preparation, and related services, and a newly launched podcast. The business also distributes Dr. Norton's books, Biolayne-branded merchandise, and cross-promotes partner products including Outwork Nutrition supplements and the Carbon Diet Coach app. The company also extends into the professional education segment through a distribution partnership with the Physique Coaching Academy for nutrition certification courses.
Biolayne's technology stack is a web-based content delivery and subscription management platform rather than a sophisticated software product. Differentiation rests on Dr. Norton's scientific credentials, his personal brand in the evidence-based fitness community, and the cumulative content library of 49+ REPS issues, 50+ workout programs, and an expanding podcast catalog. The company employs a product-led growth model with self-serve monthly subscriptions, while the coaching and education offerings are higher-touch and application-based. Distribution is primarily direct-to-consumer via the Biolayne website, supplemented by YouTube, podcast guest appearances on major health and science shows, and a free content funnel spanning blogs, videos, and podcast episodes.
Biolayne is structured as BioLayne LLC, based in Lutz, Florida, operates without disclosed external venture or private equity funding, and is led by Dr. Norton as the founder and principal content creator. The company maintains commercial partnerships with Outwork Nutrition, Carbon Diet Coach, and Physique Coaching Academy, but these are affiliate and distribution relationships rather than ownership stakes. No revenue, headcount exact figure, or funding data is publicly disclosed.
Biolayne firmographics
Firmographics- Name
- Biolayne
- Legal name
- BioLayne LLC
- Website
- https://biolayne.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Biolayne is an evidence-based fitness and nutrition education platform founded by Dr. Layne Norton, offering subscription workout programs, monthly research summaries, online coaching, and a podcast to fitness enthusiasts, bodybuilders, and fitness professionals worldwide.
- Ownership category
- akta.pro rank
Biolayne industry classification
Industry- Product category
- Online Fitness and Nutrition Coaching
- NAICS
- Educational Support Services (6117), Diet and Weight Reducing Centers (812191)
- SIC
- Services-Educational Services (8200), Services-Prepackaged Software (7372)
- akta.pro primary industry
- General Nutrition Coaching (HSADAFAA)
- akta.pro secondary industries
- Weight Loss Coaching (Non-Clinical) (HSADAFAB), Weight Gain & Muscle-Building Nutrition (HSADAFAC), Nutrition & Diet Education (Meal Planning, Macros, Healthy Cooking) (EDAAAHAA)
Keywords
Where Biolayne is headquartered
LocationHeadquarters
- HQ city
- Lutz
- HQ country
- United States
- HQ region
- North America
Markets served
Biolayne business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Subscription Services (Workout Builder & REPS): Monthly subscriptions providing access to workout programs and monthly research reviews. Both services priced at $12.99/month individually, with a discounted bundle available at nearly 25% savings.
- Online Coaching: One-on-one individualized nutrition coaching services provided by Team Biolayne coaches with services including fat loss, muscle building, reverse dieting, contest preparation, intuitive eating, and habit stacking.
- Books and Merchandise: Sale of diet and nutrition books as well as Biolayne-branded merchandise through the Biolayne Shop.
- Affiliate Referrals: Referral arrangements with complementary products including Carbon Diet Coach app and Outwork Nutrition supplements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Workout Builder subscription - full access to workout programs and exercise library |
| Subscription | Monthly | REPS (Research Review) subscription - monthly research summaries |
| Subscription | Monthly | All Access Bundle - combined Workout Builder and REPS |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Biolayne product offering
Product offeringCore offering
Biolayne is an evidence-based fitness and nutrition education platform that sells digital subscription products (Workout Builder and REPS Research Review) at $12.99/month, offers one-on-one online nutrition coaching, distributes free educational content through a podcast and YouTube, and sells books and branded merchandise. The company is founded and fronted by Dr. Layne Norton, who holds a PhD in Nutritional Sciences, and the platform's central promise is translating peer-reviewed research into practical training, nutrition, and supplementation guidance.
Product overview
Biolayne is an evidence-based fitness and nutrition education platform founded by Dr. Layne Norton, offering a portfolio of subscription-based products centered on research-backed training and nutrition guidance. The core offerings include the Workout Builder (workout planning with 50+ programs and 400+ exercises), Reps/Research Review (monthly simplified research summaries), and Online Coaching services. Additional offerings include the Dr. Layne Norton Podcast, Online Courses (nutrition certification), and a merchandise shop. Partner products include Carbon Diet Coach (macro coaching app) and Outwork Nutrition (supplements). The company operates on a subscription model at $12.99/month for individual products or bundled pricing.
Differentiator
Problem solved
Functional benefit
Products and services
- Workout Builder A web-based workout planning platform that enables individual gym-goers and athletes to create customized workout plans by selecting from 50+ pre-designed programs and 400+ exercises with video demonstrations, accessible on mobile devices for gym or home use. Priced at $12.99 per month.
- Reps (Research Review) A monthly subscription service providing simplified, evidence-based PDF summaries of the latest nutrition and exercise research, covering supplementation, training, nutrition, and weight loss. Includes a free copy of the How to Read Research guide. Priced at $12.99 per month.
- Online Coaching One-on-one individualized nutrition coaching services provided by Team Biolayne coaches, specializing in fat loss, muscle building, reverse dieting, contest preparation, intuitive eating, and habit stacking. Accessed through an application process with custom pricing.
- Dr. Layne Norton Podcast A podcast delivering science-based health, fitness, and nutrition advice to help listeners take control of their health through evidence-based content. Distributed as free content across podcast platforms and YouTube.
- Online Courses (Physique Coaching Academy) Educational nutrition certification courses, including offerings distributed via the Physique Coaching Academy / Clean Health partnership, enabling fitness professionals to gain credentials in evidence-based nutrition coaching.
- How to Read Research: A Biolayne Guide A foundational educational guide included with the Reps subscription that teaches readers how to effectively read and comprehend scientific studies, featuring 5 articles and 120 minutes of content.
- Biolayne Shop (Merchandise) An e-commerce store selling Biolayne merchandise including apparel and accessories featuring the brand's science-based fitness messaging.
- Diet and Nutrition Books Published works covering fat loss, macronutrients, recipes, and nutrition guidance authored by Dr. Layne Norton, sold through the Biolayne store.
Companies that use Biolayne
Customer profileSegments3 records
Ideal customer profiles3 records
Biolayne technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Biolayne partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Carbon Diet CoachcoreCarbon Diet Coach is a macro coaching app partner. Biolayne promotes Carbon as a recommended tool for clients, and Carbon is listed as a proud partner on the Biolayne website with logo placement in the footer.
- Outwork NutritioncoreOutwork Nutrition is Dr. Layne Norton's supplement company. Biolayne promotes Outwork products including pre-workout supplements. The partnership involves cross-promotion and affiliate referrals with mutual brand benefits.
- Physique Coaching AcademyminorPhysique Coaching Academy offers Biolayne's nutrition certification courses through the Clean Health education platform. Biolayne-branded courses are distributed via this channel partnership.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Biolayne competitors and assessment
Company assessmentEmerging players
- MacroFactor: MacroFactor is an evidence-based nutrition tracking app that competes in the science-forward macro coaching category. Targets a similar audience to Biolayne's fat-loss and contest-prep clientele with subscription-based nutrition tracking.
- Strong App: Strong App is a workout tracking and program builder app used by strength athletes. Overlaps with Biolayne's Workout Builder on workout planning and tracking, though it is more software-tool oriented and less content-driven.
Direct peers
- Legion Athletics: Legion Athletics (Mike Matthews) sells science-backed supplements paired with educational content covering training and nutrition. Closely mirrors the Biolayne/Outwork Nutrition combination of research-backed content with a supplement product line.
- Mind Pump Media: Mind Pump Media operates fitness podcasts, MAPS training programs, and online coaching serving a broad fitness enthusiast segment. Competes in the same premium online-coaching and digital-program subscription category as Biolayne.
- Stronger Together (Jeff Nippard): Jeff Nippard runs a science-based fitness coaching and content business with subscription programs, sponsored research breakdowns, and a YouTube channel targeting evidence-driven lifters. Most directly comparable creator-led platform competing for the same hybrid athlete and natural bodybuilding audience.
- Carbon Diet Coach: Carbon Diet Coach is an AI-driven macro coaching app listed as a Core GTM partner of Biolayne. It directly competes in the nutrition coaching subscription category while also being a partner, making it a unique direct peer with a partnership overlay.
- RP Strength: RP Strength (Dr. Mike Israetel) offers evidence-based training programs, nutrition coaching, and a podcast for physique-minded and strength-focused athletes. Closely overlaps Biolayne's positioning around scientific rigor and individualized coaching services.
- Renaissance Periodization (Dr. Mike Israetel): Renaissance Periodization publishes Dr. Israetel's science-based fitness content, training programs, and coaching services. Directly comparable to Biolayne's Workout Builder and Online Coaching offerings in methodology and customer base.
- Outwork Nutrition: Outwork Nutrition is Dr. Layne Norton's own supplement brand promoted across Biolayne. Operates as both affiliate partner and adjacent business in the supplements space, comparable to similar creator-led supplement companies like Legion.
Broad incumbents
- Huberman Lab: Huberman Lab is a science-focused health and neuroscience podcast operated by Andrew Huberman, an established broader incumbent in evidence-based wellness content. While not a direct coaching competitor, it captures overlapping audience attention and serves as a guest platform for Dr. Norton.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Biolayne social profiles
Digital presenceBiolayne financial estimates
Financial estimateRevenue estimate
Valuation estimate
Biolayne leadership team
Management profileNumber of profiles
Profiles1 record
Biolayne funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Biolayne 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 Biolayne
What does Biolayne do?
Biolayne is an evidence-based fitness and nutrition education platform that sells digital subscription products (Workout Builder and REPS Research Review) at $12.99/month, offers one-on-one online nutrition coaching, distributes free educational content through a podcast and YouTube, and sells books and branded merchandise. The company is founded and fronted by Dr. Layne Norton, who holds a PhD in Nutritional Sciences, and the platform's central promise is translating peer-reviewed research into practical training, nutrition, and supplementation guidance.
Is Biolayne a public or private company?
Biolayne is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Biolayne founded?
Biolayne was founded in -1. It employs 11 to 50 people.
Where is Biolayne based?
Biolayne is headquartered in Lutz, United States, in the North America region.
How does Biolayne make money?
Four revenue lines are on record. Subscription Services (Workout Builder & REPS) is the primary driver. The others are online Coaching, books and Merchandise and affiliate Referrals.
Who are Biolayne's main competitors?
Emerging players on record are MacroFactor and Strong App. Direct peers are Legion Athletics, Mind Pump Media, Stronger Together (Jeff Nippard), Carbon Diet Coach, RP Strength, Renaissance Periodization (Dr. Mike Israetel) and Outwork Nutrition. Huberman Lab is listed as a broad incumbent.
Does Biolayne have an API?
No public API is recorded for Biolayne.
What industry is Biolayne in?
Biolayne's product category is Online Fitness and Nutrition Coaching. Its primary akta.pro industry code is HSADAFAA, General Nutrition Coaching, with a secondary code of HSADAFAB, Weight Loss Coaching (Non-Clinical). Its NAICS code is 6117 and its SIC code is 8200.