Institute of Human Anatomy

What Institute of Human Anatomy does

The Institute of Human Anatomy (IOHA), founded in 2012 and headquartered at 2500 S. State Street #408 in Salt Lake City, Utah, is a privately-held, for-profit education company that teaches human anatomy using real cadaveric specimens. It serves healthcare and adjacent professionals — primarily massage therapists and bodyworkers, estheticians and medical spa practitioners, nursing and pre-medical students, and fitness/movement professionals — alongside a long tail of general health-curious consumers seeking visually grounded anatomy learning that textbooks and plastic models cannot replicate.

Its product portfolio is multi-format and SKU-rich: scheduled in-person cadaver lab workshops (3-hour Massage Therapy & Bodywork at $225, 2-hour Muscular & Cardiovascular at $185, 4-hour Facial Anatomy & Esthetics at $450) delivered from a single Salt Lake City lab; parallel livestream broadcasts of each workshop at $7.99/$19.99 tiers; self-paced online courses (Foundations of Human Anatomy at $79, Myology at $99, Facial Anatomy online at $249); a digital catalog of 12+ eBook series, illustrated atlases, 20+ system-specific quiz packs, and three tiered bundles (Ultimate Physiology, Ultimate Body System, and the Anatomy & Physiology Mega Bundle, the last carrying a stated $900+ value). All digital commerce and fulfillment run on a Kajabi storefront with Klaviyo-driven email automation, Afterpay/Klarna BNPL, and Meta/Google analytics integrated; 24/7 student Q&A is delivered through AI Jonathan, a Delphi-AI-powered chatbot. Distribution is global online through a direct-to-consumer site, with physical attendance limited to Salt Lake City.

The commercial model is creator-led and community-driven: a 24-million-follower, 2-billion-view YouTube channel functions as the primary top-of-funnel acquisition engine, converting viewers into per-transaction paid enrollments across workshops, courses, and bundles. Customer evidence — quoted massage therapists, estheticians, nursing students, and an anatomy/physiology doctoral educator — points to professional use cases (licensure prep including MBLEx, injectable safety, clinical reasoning). The company discloses no funding rounds, institutional investors, M&A, or leadership changes; it appears founder-led, with Co-Founder and Director of Education Jonathan Bennion (MPA-C) serving as lead dissector and primary on-camera talent, with a separately noted co-founder and executive director (Jeremy Jones) appearing only in the supplemental leadership extract and not in the structured management dataset — a data inconsistency worth flagging in diligence.

Name

Institute of Human Anatomy

Legal name

Institute of Human Anatomy, LLC

Website

https://instituteofhumananatomy.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

The Institute of Human Anatomy is a Salt Lake City–based, privately held education company that teaches human anatomy using real cadaveric specimens through in-person workshops in its lab, global livestream broadcasts, self-paced online courses, and a Kajabi-powered storefront of eBooks, quiz packs, and bundles, serving primarily massage therapists, estheticians, nursing/pre-med students, fitness professionals, and health-curious consumers.

Ownership category

akta.pro rank

Product category

Anatomy Education

NAICS

Educational Support Services (611710), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYEDAFAJAC

Healthcare & Clinical Simulation (Surgery, Nursing, EMT, Patient Interaction)

Education/Education Technology (EdTech) & Digital Learning/AR/VR/XR, Simulations & Immersive Learning

SECONDARYEDAGABAF

Health Sciences & Nursing

Education/Educational Publishing & Learning Content/Higher Education Textbooks & Courseware

SECONDARYEDANAIAA

Healthcare & Medical Licensure Exam Prep (USMLE/COMLEX, NCLEX, Dentistry, Pharmacy, PA)

Education/Tutoring & Test Preparation/Professional Certification & Licensure Exam Prep

Keywords

• Human anatomy education
• Cadaver dissection training
• Anatomy continuing education
• Medical anatomy workshops
• Health professional training

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. In-Person Workshops: 3-hour hands-on cadaver lab workshops ($225/person) and 2-hour focused system workshops ($185/person) conducted at the Salt Lake City facility. Includes Foundations of Human Anatomy course access and digital certificate.
2. Livestream Workshops: Live broadcast of in-lab workshops to remote participants. Standard tier ($7.99) for live stream access; Certification tier ($19.99) adds official certificate. Replay access varies by tier.
3. Online Courses: Self-paced digital courses including Foundations of Human Anatomy ($79), Facial Anatomy & Esthetics ($249), and Myology Course ($99). Courses include video content, quizzes, and digital certificates.
4. eBooks and Study Guides: Digital study guides ($24.95-$24.99) covering body systems (Nervous System, Digestive System, Women's Health, etc.) and exploration series. Includes physiology charts as bonus materials.
5. Study Bundles: Bundled digital product packages including Anatomy & Physiology Mega Bundle ($900+ value), Ultimate Body System Bundle ($600+ value), and Ultimate Physiology Bundle ($189.95-$249.95). Feature quizzes, eBooks, and atlases.
6. Quiz Packs: System-specific quiz packs ($8.99-$49.99) covering 18 topics including Body Systems, Cardiovascular, Muscular, Nervous, Digestive, and specialty packs like Fitness & Exercise, Drugs & Alcohol, and STD quizzes.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Institute of Human Anatomy delivers hands-on and online human anatomy education built around real human cadaver dissection. The company sells in-person cadaver lab workshops, livestream cadaver workshops, self-paced online anatomy courses, an eBook series, quiz packs, anatomy portfolios/atlases, curated bundles, and an AI chatbot (AI Jonathan) to licensed health, wellness, esthetics, fitness, and movement professionals and to anatomy students seeking continuing education.

Product overview

The Institute of Human Anatomy operates a private cadaver lab in Salt Lake City, UT and delivers anatomy education through a multi-format portfolio combining in-person and online learning. The core offering centers on cadaver-based workshops (3-hour Massage Therapy & Bodywork, 2-hour Muscular & Cardiovascular Systems, 4-hour Facial Anatomy for estheticians) available both in-person and via live stream. Supporting this are online courses including Foundations of Human Anatomy, Myology Course, and Facial Anatomy & Its Application to Facial Esthetics. Digital products encompass Understanding and Exploring eBook series, Portfolios & Atlases, and 20+ Quiz Packs organized by body system and topic. Three bundle options (Mega Bundle, Ultimate Body System Bundle, Ultimate Physiology Bundle) package these resources at discounted prices. Free interactive tools include a Human Body Systems Calculator, Anatomy Quiz Generator, Anatomy Flashcard Maker, Bone Structure Analyzer, Muscle Group Identifier, Muscle Function Analyzer, Body Systems Unit Converter, and Anatomy Study Planner. AI Jonathan serves as an AI-powered chatbot for 24/7 study support, and the company maintains a strong social media presence with over 24 million followers and 2 billion video views across platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Massage Therapy & Bodywork In-Lab Workshop Hands-on cadaver workshop designed for licensed massage therapists and bodywork practitioners who want applied musculoskeletal anatomy training in a working dissection lab.
• Massage Therapy & Bodywork Livestream Workshop Livestream version of the massage therapy and bodywork cadaver workshop, allowing remote licensed therapists and bodyworkers to participate in guided dissection demonstrations.
• Muscular & Cardiovascular Systems In-Lab Workshop In-lab cadaver workshop providing hands-on examination of the muscular and cardiovascular systems, aimed at students and professionals needing applied musculoskeletal and cardiovascular anatomy.
• Muscular & Cardiovascular Systems Livestream Workshop Livestreamed workshop delivering the muscular and cardiovascular cadaver curriculum to remote students and clinicians.
• Facial Anatomy & Its Application to Facial Esthetics In-Lab Workshop In-lab cadaver workshop teaching facial anatomy and how it applies to esthetic procedures, designed for estheticians and medical spa professionals.
• Facial Anatomy & Its Application to Facial Esthetics Online Course Self-paced online course translating facial anatomy into esthetic practice for estheticians and medical spa professionals who cannot attend the in-lab workshop.
• Foundations of Human Anatomy Course Self-paced online course covering the foundational concepts of human anatomy, marketed to students and professionals building a base of anatomical knowledge.
• Myology Course Self-paced online course dedicated to myology — the study of the muscular system — for students, fitness professionals, and clinicians who need detailed muscular anatomy.
• Understanding eBook Series Series of digital eBooks that explain human anatomy concepts in an accessible format, sold as standalone reading/reference material.
• Exploring eBook Series Series of digital eBooks exploring human anatomy topics in greater depth, sold as standalone reference/study material.
• Portfolios & Atlases Curated anatomy portfolios and atlases derived from real cadaver dissection imagery, used as visual reference materials by students and professionals.
• Quiz Packs Collections of anatomy quizzes packaged as standalone study products, used by students and professionals for self-assessment and exam preparation.
• AI Jonathan AI-powered chatbot built on the Institute's anatomy content that lets users ask anatomy questions interactively, extending the brand's teaching beyond its workshops and courses.

Quantifiable outcome

• 600+ estheticians have completed Facial Anatomy & Esthetics program
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• KajabicoreTechnology or IntegrationPlatform provider for course hosting, payment processing (supporting credit cards, Apple Pay, Google Pay, Buy Now Pay Later via Afterpay and Klarna), and email delivery. Kajabi powers the entire digital product infrastructure and transaction processing.
• KlaviyocoreTechnology or IntegrationEmail marketing automation platform handling opt-in list management, newsletter delivery, and email engagement tracking (opens, clicks) for marketing communications and course updates.
• Delphi AIcoreTechnology or IntegrationAI technology powering the AI Jonathan chatbot tool that provides real-time Q&A, study support, and personalized learning assistance to students throughout their anatomy education journey.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• AnatomyZone: YouTube-driven anatomy education channel with free dissection-based video content aimed at medical students. Comparable in using dissection video as the primary teaching medium and targeting the same student learner base.
• Ninja Nerd: YouTube-led medical education channel with lecture-style videos covering anatomy, physiology, and clinical topics. Comparable in social-media-driven organic growth model and healthcare-student/professional audience.
• Simple Nursing: Nursing-focused education platform combining YouTube content with structured courses, quizzes, and NCLEX prep. Comparable in YouTube-led community acquisition and nursing-student target segment.

Direct peers

• Picmonic: Visual learning platform for medical, nursing, and pharmacy students using illustrated story-based content. Comparable in visual-learning pedagogy and healthcare-student target market, with similar subscription/premium course pricing.
• Kenhub: Online anatomy education platform offering illustrated articles, video tutorials, and quizzes targeted at medical and healthcare students. Directly comparable self-serve anatomy learning model with subscription and premium pricing.
• Visible Body: 3D anatomy and physiology learning platform with apps and web tools used by students, instructors, and healthcare professionals. Comparable in delivering interactive visual anatomy education, though differentiated by 3D modeling versus cadaver specimens.
• Sketchy Medical: Visual storytelling-based medical education platform with courses for medical, nursing, PA, and pharmacy students. Comparable in visual learning approach, exam-prep use case, and healthcare-student subscription model.
• Teach Me Anatomy: Comprehensive anatomy education resource featuring articles, videos, quizzes, and a mobile app aimed at medical students and healthcare professionals. Comparable in audience, self-serve digital product mix, and exam-prep use case.

Broad incumbents

• Lecturio: Medical education video platform covering pre-med, nursing, and clinical curricula with structured courses and exam prep. Comparable in subscription course model and healthcare-professional learner base, at broader institutional scale.
• Osmosis (Elsevier): Larger visual medical education platform (now part of Elsevier) covering pre-med, nursing, and clinical topics with video, quizzes, and exam prep. Comparable audience and content formats but operates at much broader institutional scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@TheAnatomyLab
• Xx.com/anatomylab
• Facebookfacebook.com/InstituteOfHumanAnatomy
• LinkedInlinkedin.com/company/institute-of-human-anatomy

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Institute of Human Anatomy