Human Nature
Human Nature LLC is a Madison, WI-based solo naturopathic medicine and nutrition practice founded in 2006 by Katy Wallace, ND, offering one-on-one consultations, food-based cleansing workshops, private yoga, and professional-grade supplements to individuals seeking holistic health solutions.
- Company typePrivate
- Founded2006
- HeadquartersMadison, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Human Nature does
Human Nature LLC is a sole-practitioner naturopathic medicine and nutrition practice founded in 2006 by Katy Wallace, ND, and headquartered at 401 Bryce Canyon Circle in Madison, Wisconsin. The company's core offering is personalized one-on-one health consultations priced from $100 to $283 per session, in which the founder applies food-based guidance, functional medicine testing interpretation (Functional Blood Chemistry Review, GI-MAP Stool Test, hormonal panels, microscopy), and supplement recommendations to address chronic conditions including low energy, digestive disorders, hormonal imbalances, and chronic pain.
Human Nature monetizes through four revenue streams: professional services (consultations, the 6-week Body Tune-up food-based cleansing workshop priced at $758-$808, and a separate private Kundalini Yoga offering at $165 per session), monthly nutrition sessions delivered through a partnership with the Willy Street Co-op at $58-$93 per session, and e-commerce supplement sales. The workshop is anchored by a copyrighted book of the same name authored by the founder, which codifies the proprietary cleansing methodology (digestive, critter, kidney, and liver phases). Distribution is hybrid: in-person at the Madison home office and co-op locations, virtual via Zoom, and online through Shopify, supported by content marketing across a blog, YouTube, free webinars, Facebook, and a MailChimp newsletter.
Operationally, the company is a single-practitioner LLC (Wisconsin-domiciled) with one to ten total employees, no disclosed funding, no institutional ownership, and no API or proprietary software. The technology stack is off-the-shelf small-business tooling (Shopify, Appointlet, MailChimp, Zoom, Google Analytics) supplemented by third-party diagnostic integrations (GI-MAP via Diagnostic Solutions, ZRT Lab). Customer acquisition relies on referrals, content authority, and community channels rather than paid performance marketing, and the customer base is concentrated entirely in the Madison, Wisconsin metropolitan area.
Human Nature firmographics
Firmographics- Name
- Human Nature
- Legal name
- Human Nature LLC
- Website
- https://humannaturellc.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Human Nature LLC is a Madison, WI-based solo naturopathic medicine and nutrition practice founded in 2006 by Katy Wallace, ND, offering one-on-one consultations, food-based cleansing workshops, private yoga, and professional-grade supplements to individuals seeking holistic health solutions.
- Ownership category
- akta.pro rank
Human Nature industry classification
Industry- Product category
- Holistic Health and Naturopathic Services
- NAICS
- Offices of Other Health Practitioners (6213)
- SIC
- Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- General Health Coaching (HSADAGAA)
- akta.pro secondary industries
- General Nutrition Coaching (HSADAFAA), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)
Keywords
Where Human Nature is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Human Nature business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Consultation Services: Primary revenue stream from one-on-one naturopathic consultations and nutrition sessions. Fees vary by session type and duration. Initial consultations are higher priced ($283) than follow-ups ($100-$185).
- Workshops and Classes: Group education through the Body Tune-up Workshop series (6-week structured food-based cleansing program) and single-topic classes and webinars.
- Supplement and Product Sales: E-commerce sales of professional-grade vitamins, herbs, nutritional supplements, and cleansing supplies through the online store.
- Private Yoga Sessions: Individual and small group yoga sessions taught in Kundalini Yoga tradition, priced at $165 per session.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Initial Consultation |
| Unit Pricing | Pay-as-you-go | Follow-up Consultations |
| Unit Pricing | Pay-as-you-go | Willy Street Co-op Nutrition Sessions |
| Unit Pricing | Pay-as-you-go | Private Yoga Session |
| Unit Pricing | Pay-as-you-go | Body Tune-up Workshop |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Human Nature product offering
Product offeringCore offering
Human Nature is a sole-practitioner naturopathic and holistic nutrition practice that delivers personalized one-on-one health consultations, group workshops (notably the 6-week Body Tune-up food-based cleanse), private Kundalini yoga sessions, and community nutrition sessions at the Willy Street Co-op. The practice also retails professional-grade vitamins, herbs, and nutritional supplements through a Shopify e-commerce storefront and sells Katy's authored Body Tune-up book. Services combine naturopathic guidance with functional medicine diagnostic testing (GI-MAP, blood chemistry, hormonal panels, microscopy) to address gut health, detoxification, energy, hormonal balance, and chronic conditions.
Product overview
Human Nature is a naturopathy and nutrition service business founded in 2006 by Katy Wallace, ND. The company operates as a wellness practice offering personalized health consultations and educational programs. Its core offerings include Natural Health Consultations (with functional medicine testing), Nutrition Sessions at Willy Street Co-op, Private Yoga Sessions (Kundalini), and the Body Tune-up Workshop (a six-week food-based cleansing program). The company also operates an e-commerce store selling professional-grade supplements from brands like Ortho Molecular, Metagenics, and Biotics Research. Katy Wallace has authored 'The Body Tune-up' book, and the company provides various educational classes and webinars on topics including gut health, hormones, and nutrition.
Differentiator
Problem solved
Functional benefit
Products and services
- Natural Health Consultations Personalized naturopathic consultations addressing individual health concerns with food-based guidance, including Functional Blood Chemistry Review, GI-MAP Stool Test Review, Hormonal Health Testing, Microscopy, food-based cleansing techniques, and supplement recommendations. Initial in-person or phone consult (1 hr) priced at $283; follow-up consults $185 (1 hr) or $100 (30 min).
- Nutrition Sessions at Willy Street Co-op 45-minute individual nutrition sessions offered at Willy Street Co-op East and West locations in Madison, available in-person and via Zoom. Includes consultation on health goals, food choices, and sustainable dietary changes. Priced at $58 for co-op owners and $93 for non-owners.
- Private Yoga Sessions Private 90-minute yoga sessions taught in the Kundalini Yoga tradition covering meditation, breathing, chanting, postures, movements, and relaxation. Topics include fertility, habits, mental agility, liver/digestive health, PMS, and lymph wellness. Priced at $165 per session; open to couples or friends.
- Body Tune-up Workshop Six-week structured food-based cleansing workshop that includes digestive cleanse, critter cleanse, kidney cleanse, and liver cleanse, along with classes, the Body Tune-up book, assessments, and cleansing food guidance. Early bird fee $758; regular fee $808. Payment plans and full/partial scholarships available.
- Online Store (Supplements and Herbs) E-commerce storefront selling professional-grade vitamins, herbs, nutritional supplements, and cleansing supplies from brands including Ortho Molecular, Metagenics, Biotics Research, NOW, and 30+ other professional supplement brands. Operated on the Shopify platform with home delivery.
- The Body Tune-up Book Paperback book authored by Katy Wallace, ND containing food-based cleansing guidance and diet protocols for gut health and detoxification. Sold through the Shopify-based online store.
- Classes and Educational Events Group educational classes and webinars including the Gut Health Series, Food-based Cleansing workshops, and topical sessions on blood pressure balancing, leaky gut solutions, circadian rhythm, hormone balance, ketogenic diet, and other health conditions. Delivered in-person and via Zoom.
Quantifiable outcome
- Client testimonial reports unexpected weight loss of 25lbs
- +1 more outcomes
Companies that use Human Nature
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Human Nature technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
Human Nature partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights4 records
Human Nature competitors and assessment
Company assessmentEmerging players
- Wellness Mama: Wellness Mama is a content-driven wellness brand covering nutrition, holistic health, and natural remedies, with a recipe and education focus. Comparable because it competes for the same health-conscious consumer using similar content channels (blog, recipes, newsletter) that Human Nature relies on.
- Dr. Will Cole: Dr. Will Cole runs a functional medicine practice and content platform focused on nutrition, gut health, and cleansing-style protocols. Directly comparable because it pairs functional-medicine consultations with content-led customer acquisition, similar to Human Nature's blog/webinar-driven model.
- Dr. Josh Axe: Dr. Josh Axe is a wellness practitioner/brand built around functional medicine, nutrition content, books, and supplement lines. Comparable because it monetizes a similar functional-medicine-and-nutrition practitioner brand through content, education, and product sales, but at far larger scale.
Others
- Metagenics: Metagenics is a professional-grade nutritional supplement brand sold through practitioners and is explicitly carried in Human Nature's Shopify store. It is a supplier/channel partner rather than a competitor, but a relevant peer for understanding the supplement supply chain Human Nature depends on.
- Pure Encapsulations: Pure Encapsulations is a professional-grade hypoallergenic supplement brand sold primarily through healthcare practitioners. It sits in the same practitioner-channel supplement ecosystem that Human Nature's e-commerce store competes within, rather than competing for the same end service.
- Thorne: Thorne is a professional-grade supplement brand with practitioner and direct-to-consumer channels, operating in the same premium-supply ecosystem that Human Nature resells. It is an adjacent ecosystem player rather than a direct competitor.
- Banyan Botanicals: Banyan Botanicals is an Ayurvedic herbs and supplements retailer serving the holistic-wellness consumer with education and product. It is an adjacent ecosystem peer with overlapping customer interests (cleansing, herbs, holistic wellness) but does not deliver the practitioner consultation service Human Nature sells.
Direct peers
- CentreSpring MD: CentreSpring MD is an integrative and functional medicine practice combining nutrition, naturopathy, and holistic care with testing and personalized protocols. It is comparable because it sells the same integrative-medicine consultation model with functional lab testing that Human Nature offers.
- Parsley Health: Parsley Health operates multi-location functional medicine and naturopathic practices offering consultations, lab testing, and wellness programs. It is a direct peer because it sells the same core service (naturopathic/functional medicine consults with testing) but at greater scale and with multiple practitioners.
Broad incumbents
- Goop: Goop is a broad consumer wellness and supplements brand offering content, products, and practitioner services. It overlaps with Human Nature's holistic-wellness content plus supplement e-commerce model, but at vastly greater scale and with a much wider portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Human Nature social profiles
Digital presenceHuman Nature financial estimates
Financial estimateRevenue estimate
Valuation estimate
Human Nature leadership team
Management profileNumber of profiles
Profiles1 record
Human Nature funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Human Nature 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 Human Nature
What does Human Nature do?
Human Nature is a sole-practitioner naturopathic and holistic nutrition practice that delivers personalized one-on-one health consultations, group workshops (notably the 6-week Body Tune-up food-based cleanse), private Kundalini yoga sessions, and community nutrition sessions at the Willy Street Co-op. The practice also retails professional-grade vitamins, herbs, and nutritional supplements through a Shopify e-commerce storefront and sells Katy's authored Body Tune-up book. Services combine naturopathic guidance with functional medicine diagnostic testing (GI-MAP, blood chemistry, hormonal panels, microscopy) to address gut health, detoxification, energy, hormonal balance, and chronic conditions.
Is Human Nature a public or private company?
Human Nature is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Human Nature founded?
Human Nature was founded in 2006. It employs 1 to 10 people.
Where is Human Nature based?
Human Nature is headquartered in Madison, United States, in the North America region.
How does Human Nature make money?
Four revenue lines are on record. Consultation Services are the primary driver. The others are workshops and Classes, supplement and Product Sales and private Yoga Sessions.
Who are Human Nature's main competitors?
Emerging players on record are Wellness Mama, Dr. Will Cole and Dr. Josh Axe. Others are Metagenics, Pure Encapsulations, Thorne and Banyan Botanicals. Direct peers are CentreSpring MD and Parsley Health. Goop is listed as a broad incumbent.
Does Human Nature have an API?
No public API is recorded for Human Nature.
What industry is Human Nature in?
Human Nature's product category is Holistic Health and Naturopathic Services. Its primary akta.pro industry code is HSADAGAA, General Health Coaching, with a secondary code of HSADAFAA, General Nutrition Coaching. Its NAICS code is 6213 and its SIC code is 8090.