It's Time Texas

What It's Time Texas does

Healthier Texas, formerly operating as It's Time Texas, is a Texas-based 501(c)(3) nonprofit organization (Charity ID 43-2051509) founded in 2009 and headquartered in Austin. The organization works to reduce the risk of preventable diseases by providing free, statewide health and wellness programming to Texans through a combination of community-based and virtual delivery models. Its service portfolio includes Health + Healing Hubs (in-person community health events delivered in partnership with local community leaders, faith-based organizations, and Texas Health Resources), Nutrition Navigation (virtual access to Registered Dietitians), a Telehealth Coaching program offering 1:1 health coaching sessions 1–3 times per month, the Community Challenge Series (a seasonal June–July engagement program powered by the Wellnify platform), the annual Healthier Texas Summit convening cross-sector stakeholders, and free fitness classes in Zumba, yoga, and MixxedFit offered in English and Spanish.

The underlying technology stack combines a virtual telehealth coaching platform and Nutrition Navigation service for remote access to dietitians and health coaches, alongside the third-party Wellnify-powered Community Challenge platform, a multi-channel digital presence (Facebook, X, Instagram, LinkedIn, TikTok), a blog, and email outreach. Notably, the organization does not disclose owning proprietary AI/ML technology; core service delivery is human-driven. Bilingual (English/Spanish) service delivery and a hybrid in-person/virtual model support broad statewide reach.

The business model is donation-funded rather than revenue-generating. All services are provided free of charge to Texas residents across all fitness levels, with no pricing tiers, subscription fees, or participant-side billing. Contributed revenue derives from individuals, corporations, and foundations aligned with the mission of reducing preventable diseases. Customer segments are diffuse: the general Texas population is the primary segment, with secondary segments including Texas educators and school districts (workplace wellness) and underserved communities reached through Health + Healing Hubs. In 2024, the organization rebranded from It's Time Texas to Healthier Texas to consolidate identity around its expanded preventive-disease mission. The organization is a 2022 Healthy People 2030 Champion (U.S. HHS) and a Best Place for Working Parents designee, and has 11–50 employees.

Name

It's Time Texas

Legal name

Healthier Texas

Website

https://itstimetexas.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Healthier Texas (formerly It's Time Texas) is a 501(c)(3) nonprofit founded in 2009 that provides free, statewide health and wellness programming to Texans, including virtual telehealth coaching, dietitian-led nutrition guidance, community health hubs, and free fitness classes.

Ownership category

akta.pro rank

Product category

Public Health and Preventive Wellness Services

NAICS

Offices of Other Health Practitioners (6213), Fitness and Recreational Sports Centers (713940)

SIC

Services-Health Services (8000)

akta.pro primary industry

General Health Coaching (HSADAGAA)

akta.pro secondary industries

General Nutrition Coaching (HSADAFAA), Nutrition & Dietetics Services (EDALAFAH), Virtual Preventive Care & Wellness Coaching (incl. lifestyle medicine) (HLALADAK)

Keywords

• Community health programs
• Public health services
• Health coaching services
• Preventive health education
• Nonprofit health organization

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Contributions: As a nonprofit organization (Charity ID: 43-2051509), Healthier Texas operates primarily through donations from individuals, corporations, and foundations who support the mission of reducing preventable diseases in Texas.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Healthier Texas is a nonprofit that delivers free community-based health and wellness services to Texans, including one-on-one Telehealth Coaching with health coaches, virtual Nutrition Navigation with Registered Dietitians, free fitness classes (Zumba, yoga, MixxedFit) in English and Spanish, seasonal Community Challenges, and the Health + Healing Hubs initiative that brings health services directly into local communities through partnerships with faith-based organizations, local leaders, and Texas Health Resources.

Product overview

Healthier Texas (formerly It's Time Texas) is a nonprofit organization offering a portfolio of health and wellness services to Texans. The core offerings include Health + Healing Hubs (community-based health delivery), Nutrition Navigation (virtual dietitian services), Community Challenge Series (seasonal wellness programs), the Healthier Texas Summit (annual health conference), Free Fitness Classes (Zumba, yoga, MixxedFit in English/Spanish), and Telehealth/Health Coaching (one-on-one coaching via phone). These services work together to reduce preventable diseases through connection, education, and action, providing a comprehensive ecosystem supporting Texans at various levels of health engagement.

Differentiator

Problem solved

Functional benefit

Brands

• Health + Healing Hubs: Partnered initiative with local community leaders, faith-based organizations, and Texas Health Resources to bring health services to where Texans live, work, and worship
• Nutrition Navigation
• Community Challenge Series
• Healthier Texas Summit
• Free Fitness Classes

Products and services

• Health + Healing Hubs Community-embedded health service delivery hubs in local Texas communities that provide health services, resources, and support directly to residents in partnership with faith-based organizations, local community leaders, and Texas Health Resources.
• Nutrition Navigation Virtual nutrition counseling service that connects Texans with Registered Dietitians for personalized guidance, practical recommendations, and ongoing support to build sustainable healthy eating habits.
• Community Challenge Series Seasonal wellness challenge program running June through July each year, focusing on walking, hydration, sun safety, and staying active, with community motivation, weekly wellness support, and digital participation through the Wellnify-powered platform.
• Healthier Texas Summit Annual statewide event that gathers thought leaders and health champions to connect, share innovative ideas, and cultivate cross-sector relationships essential for building a healthier Texas.
• Free Fitness Classes Free group fitness classes including Zumba, yoga, and MixxedFit, available to all Texans at all fitness levels, offered in both English and Spanish via strongertexas.org.
• Telehealth Coaching One-on-one health coaching program that connects participants with health coaches via phone or video calls 1-3 times per month, providing accountability, goal-setting support, and personalized health guidance to help participants manage conditions and maintain healthy lifestyles.

Quantifiable outcome

• Participants able to reduce or avoid medication through health coaching

Named customers5 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

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Texas Health ResourcescoreStrategic or Co-development PartnerTexas Health Resources is a key partner in the Health + Healing Hubs initiative, bringing services and support directly to Texas communities where people live, work, and worship. This partnership enables Healthier Texas to leverage healthcare expertise and resources to serve underserved populations.
• Local Community LeaderscoreStrategic or Co-development PartnerPartnership with local community leaders across Texas to bring Health + Healing Hubs services to communities. Community leaders serve as trusted anchors for health initiatives in their local areas.
• Faith-Based OrganizationscoreStrategic or Co-development PartnerCollaboration with faith-based organizations to deliver health services and support through Health + Healing Hubs. These partnerships bring services to where people worship, reaching communities through trusted institutions.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• American Heart Association: Large national health nonprofit focused on preventing chronic disease through community programs, advocacy, and education — a broader incumbent with overlapping preventive-health mission and community-channel distribution.
• Robert Wood Johnson Foundation: Large national health-focused foundation funding community health, equity, and chronic-disease prevention programs — a broad incumbent in the same funding and policy ecosystem, and a potential funder/strategic counterparty for Healthier Texas.
• CDC Foundation: Nonprofit that mobilizes philanthropic and private-sector support for CDC priorities including chronic-disease prevention — a broad incumbent in the public-health nonprofit space with overlapping funding sources and mission.

Emerging players

• Virta Health: Telehealth platform delivering coach- and dietitian-led diabetes reversal and nutrition programs — closely comparable on the Nutrition Navigation / diabetes-management coaching core of Healthier Texas, but operating on a reimbursed, employer/insurer-paid model.
• Omada Health: Digital preventive health platform offering virtual coaching for diabetes, hypertension, and weight management — directly comparable on telehealth coaching for chronic-disease prevention, but commercially reimbursed rather than donation-funded.
• Noom: Consumer-facing digital health coaching platform focused on nutrition, weight management, and habit change — comparable in coaching-driven lifestyle intervention, though subscription-based and consumer-paid versus Healthier Texas's free nonprofit delivery.

Others

• Wellnify: Technology platform that powers Healthier Texas's Community Challenge Series — an enabling/ecosystem participant rather than a competitor, but relevant as the underlying digital infrastructure for Healthier Texas's community engagement.

Regional players

• Live Well San Diego: Regional, county-anchored community wellness initiative in California that aggregates partners around preventive health — a regional peer with a comparable community-ecosystem model in a single geography, useful as a structural benchmark.
• Blue Cross and Blue Shield of Texas: Texas-focused health plan that funds and operates community wellness initiatives and value-based care partnerships — a regional peer that shares the same Texas geography and increasingly contracts for the kinds of preventive community services Healthier Texas delivers.

Direct peers

• YMCA: National nonprofit operating community fitness, wellness coaching, and chronic-disease prevention programs (e.g., YMCA's Diabetes Prevention Program) — the closest direct peer in mission, multi-modal delivery (in-person classes + coaching), and community-anchored, free-or-low-cost model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/itstimetx
• Facebookfacebook.com/itstimetx
• LinkedInlinkedin.com/company/healthiertx
• Instagraminstagram.com/HealthierTX
• TikToktiktok.com/@itstimetx

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 It's Time Texas