Designs For Health AUS

What Designs For Health AUS does

Designs for Health Australia (Designs for Health Pty Ltd, ABN 11 623 343 804) is the Australian and New Zealand operating entity of Designs for Health, a US-headquartered, family-owned practitioner-only nutraceutical company founded in 1989 by Jonathan Lizotte. The company supplies professional-grade nutritional supplements and functional diagnostic testing services exclusively to registered healthcare practitioners — naturopaths, nutritionists, and integrative medicine doctors — and does not sell directly to consumers. Its portfolio spans core vitamins (B Supreme, D3 Supreme, K2 Supreme, Tri-Mag Supreme), specialty formulations (ProbioCalm, ProbioMed 50 Billion, OmegAvail 1250, AlaskOmega, NR Supreme, PEA Supreme 300, Magnesium Threonate, Immunitone Plus), women's and musculoskeletal lines (FemAdapt, Premenatone, Whole Body Collagen, Active Muscle Collagen), and adjunct therapies (NasoEase nasal spray, Curcum-Evail, Berb-Evail, GI Revive, Liposomal Glutathione, PureWay-C). Differentiated technology centres on two proprietary delivery systems — Evail (lipid-based delivery enhancing bioavailability of lipophilic compounds) and Liposomal Delivery Technology — applied across multiple SKUs. The company also distributes GI-MAP multiplex DNA stool testing and OMX Metabolomics organic acid testing through a partnership with US-based Diagnostic Solutions Laboratory LLC (DSL), with sample logistics and practitioner interpretation handled in Australia.

Revenue is generated via unit-priced sales to registered practitioners under two pricing tiers (Practitioner Partnership Pricing and Retail Recommended Price), transaction fees on functional tests routed through DSL, and complementary practitioner education services. Distribution combines a gated practitioner e-commerce platform, a practitioner-mediated Patient Ordering System, a phone/email order desk (with differentiated shipping thresholds of free over $200 online and $220 phone/email), and authorized regional distributors for New Zealand and international markets. Go-to-market is sales-led and community-led with strong event-driven components: free webinars, masterclasses, the Wellness by Designs podcast, the annual CASI (Compound Summary Series) conference, formal courses (e.g., OMX Metabolomics training), and an extensive clinical content library of white papers and product technical sheets. The company is family-owned with no disclosed external investors, no funding rounds, no public revenue disclosure, and operates from a single Australian headquarters in North Manly, NSW.

Name

Designs For Health AUS

Legal name

Designs for Health Pty Ltd

Website

https://designsforhealth.com.au

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Designs for Health Australia is a family-owned, practitioner-only nutraceutical brand (founded 1989) supplying professional-grade supplements and functional diagnostic testing (GI-MAP, OMX) exclusively to registered healthcare practitioners across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Professional-grade Nutritional Supplements

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industry

Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Practitioner-only supplements
• Professional-grade nutraceuticals
• Functional diagnostic testing
• Liposomal delivery technology
• Integrative medicine supplements

Headquarters

HQ city

North Manly

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Nutritional Supplement Sales: Sale of professional-grade vitamin supplements and nutraceuticals to registered healthcare practitioners. Products include single-ingredient supplements, complex formulations, and specialty products like collagen peptides, probiotics, and botanical extracts. Multiple pricing tiers including practitioner pricing (PPP) and retail recommended price (RRP).
2. Functional Diagnostic Testing: GI-MAP stool testing and OMX metabolomics testing services provided in partnership with Diagnostic Solutions Laboratory (DSL) in the United States. Practitioners order tests for patients with results interpreted using functional medicine frameworks.
3. Practitioner Education: Free educational webinars, masterclasses, and courses for registered practitioners. Educational content covers clinical protocols, product application, and practice development topics.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Designs for Health AUS is a practitioner-only nutraceutical company that manufactures and distributes professional-grade vitamin, mineral, probiotic, herbal, and specialty nutritional supplements to registered healthcare practitioners across Australia and New Zealand. The company complements its supplement portfolio with functional diagnostic testing services—GI-MAP (multiplex DNA stool analysis) and OMX (organic acid/metabolomics testing)—conducted in partnership with Diagnostic Solutions Laboratory in the United States. Products are encapsulated and packed in Australia under strict quality standards, leveraging proprietary Evail and Liposomal delivery technologies for enhanced bioavailability.

Product overview

Designs for Health is a practitioner-only nutraceutical company offering a comprehensive range of professional-grade vitamin supplements and nutritional products. The portfolio centres on the core nutritional supplement line (including musculoskeletal, cardiovascular, endocrine/metabolism, and digestive health products) complemented by functional diagnostic testing services: GI-MAP (multiplex DNA stool technology) and OMX Metabolomics (organic acid/metabolomics testing). Key product lines include proprietary delivery technologies (Evail Technology for enhanced bioavailability of lipophilic compounds and Liposomal Delivery Technology), flagship supplements (B Supreme, D3 Supreme, Tri-Mag Supreme, OmegAvail 1250), and specialized formulations (Collagen range, Magnesium Threonate for neurological support, NR Supreme for mitochondrial health). The company operates exclusively through registered healthcare practitioners, providing access to both products and clinical education resources.

Differentiator

Problem solved

Functional benefit

Products and services

• Nutritional Supplements (Core Product Line) Professional-grade, practitioner-only vitamin, mineral, probiotic, herbal, and specialty nutritional supplements developed with a Science First approach and encapsulated and packed in Australia. Designed for registered healthcare practitioners to dispense to patients in clinical practice.
• GI-MAP Test Multiplex DNA stool technology providing comprehensive gut microbiome analysis for integrative and functional medicine practitioners, testing for pathogens, opportunists, and microbial markers. Conducted in partnership with Diagnostic Solutions Laboratory in the United States.
• OMX Metabolomics Test Organic acid and metabolomics testing offering enhanced insights into patient metabolic status, assessing biomarkers beyond traditional metabolite lists. Conducted in partnership with Diagnostic Solutions Laboratory.
• NasoEase Nasal spray supplement for targeted delivery of therapeutic ingredients.
• ProbioCalm Professional-grade probiotic formulation supporting digestive health and gut microbiome balance.
• Creatine Monohydrate High-quality creatine monohydrate supplement, certified HASTA compliant, for musculoskeletal support and athletic performance.
• FemAdapt Women's health supplement providing support during female hormonal transitions.
• Premenatone Chaste tree (Vitex) based supplement for PMS cycle support and women's reproductive health.
• Whole Body Collagen Hydrolysed collagen peptide supplement for skin, bone, and musculoskeletal health, available in 375g and 750g sizes.
• Active Muscle Collagen Collagen formulation specifically designed for active individuals to support muscle recovery and musculoskeletal health.
• B Supreme B vitamin complex supplement providing comprehensive B vitamin support including active B vitamin forms.
• Berb-Evail Berberine supplement using Evail delivery technology for enhanced bioavailability.
• Curcum-Evail Curcumin supplement using proprietary Evail delivery technology for superior absorption.
• D3 Supreme High-dose vitamin D3 supplement for immune and endocrine support.
• Evail Technology Proprietary lipid-based delivery technology designed to enhance the absorption and bioavailability of lipophilic compounds across multiple supplement formulations.
• Liposomal Delivery Technology Advanced liposomal encapsulation technology for superior nutrient absorption across multiple supplement formulations.
• OmegAvail 1250 High-potency omega-3 fish oil supplement with 1250mg combined EPA/DHA per serving for cardiovascular and anti-inflammatory support.
• ProbioMed 50 Billion High-potency probiotic supplement containing 50 billion CFU for gut microbiome support.
• Tri-Mag Supreme Magnesium complex supplement combining multiple magnesium forms for comprehensive mineral support.
• GI Revive Comprehensive gastrointestinal support formula containing multiple ingredients for gut lining and digestive health.
• K2 Supreme Vitamin K2 supplement for cardiovascular health and calcium metabolism support.
• Magnesium Threonate Specialized magnesium form (Magtein) designed to cross the blood-brain barrier for neurological support.
• NR Supreme Nicotinamide riboside supplement for cellular energy and mitochondrial health support.
• PEA Supreme 300 Palmitoylethanolamide supplement (300mg) for normal pain response and inflammatory support.
• Immunitone Plus Comprehensive immune support formula combining multiple botanical and nutrient ingredients.
• Lipid-Soluble Vitamin C (PureWay-C) Vitamin C supplement using lipid-soluble delivery system for enhanced cellular absorption.
• Liposomal Glutathione Liposomal encapsulated glutathione supplement for antioxidant and detoxification support.
• AlaskOmega Omega-3 fish oil supplement featuring AlaskOmega branded EPA/DHA for cardiovascular and anti-inflammatory support.
• Patient Ordering System Online platform allowing registered practitioners to create and manage orders on behalf of their patients, extending practitioner-only product access to patients through their registered clinician.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Diagnostic Solutions Laboratory LLC (DSL)coreTechnology or IntegrationDiagnostic Solutions Laboratory LLC, located in the United States, conducts the GI-MAP and OMX functional tests offered by Designs for Health. Personal information and test samples are transmitted to DSL for analysis, with results returned to practitioners through Designs for Health.
• Direct Freight ExpressminorChannel Partner/ Reseller/ DistributorPrimary freight provider for domestic order deliveries. Selection determined by warehouse logistics team based on parcel weight, delivery location, and order timing.
• Australia PostminorChannel Partner/ Reseller/ DistributorSecondary freight provider for domestic order deliveries. Selection based on operational suitability as determined by warehouse logistics team.
• Authorized International DistributorsminorChannel Partner/ Reseller/ DistributorInternational shipments are handled through a network of approved providers authorized to distribute Designs for Health products in international markets including New Zealand.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Metagenics: Metagenics is a global practitioner-only nutraceutical brand with a significant Australian and New Zealand presence, offering practitioner-grade supplements and functional foods. It directly competes with Designs for Health on practitioner-channel positioning, science-first philosophy, and clinical education.
• Thorne Research: Thorne is a US-based practitioner-grade supplement brand selling through healthcare practitioners with a strong science-first positioning and proprietary delivery technologies. It is highly comparable to Designs for Health on product quality emphasis, practitioner-only model, and education-driven practitioner engagement.
• Standard Process: Standard Process is a US-based whole-food supplement brand selling practitioner-grade nutritional supplements exclusively through healthcare practitioners. It is comparable to Designs for Health on practitioner-only distribution, clinical-grade positioning, and practitioner education-driven sales approach.
• Pure Encapsulations: Pure Encapsulations is a practitioner-only hypoallergenic supplement brand with operations in Australia, offering professional-grade vitamins and nutraceuticals exclusively to healthcare practitioners. It directly competes with Designs for Health on practitioner-channel positioning and clinical-grade product formulation.
• MediHerb: MediHerb is an Australian practitioner-only herbal medicine brand supplying liquid herbal extracts and complementary medicines exclusively to qualified practitioners. It is comparable to Designs for Health's botanical and herbal extract range within the same practitioner-only distribution model.
• Integrative Therapeutics: Integrative Therapeutics is a US-based practitioner-only natural medicine brand offering professional-grade supplements exclusively through licensed healthcare practitioners. It is comparable to Designs for Health in practitioner-only positioning, clinical education emphasis, and professional-grade nutraceutical formulations.
• BioCeuticals: BioCeuticals is one of Australia's largest practitioner-only nutritional and herbal medicine brands, selling exclusively through qualified healthcare practitioners. It competes head-to-head with Designs for Health across practitioner shelves in Australia and New Zealand with a similar product portfolio (vitamins, minerals, herbal extracts, functional formulations).
• Orthoplex (BioCeuticals): Orthoplex is the practitioner-only clinical range operated by BioCeuticals in Australia, offering higher-potency professional supplements and practitioner-focused protocols. It targets the same practitioner customer base as Designs for Health with overlapping premium product positioning.

Broad incumbents

• Blackmores: Blackmores is Australia's largest broad-market supplement brand with both practitioner and consumer channels. It is a broader incumbent in the same supplement category, competing with Designs for Health on some practitioner-shelf products while dominating the consumer-channel market Designs for Health intentionally avoids.

Others

• Clinical Naturopaths (Education Provider): Clinical Naturopaths and similar Australian practitioner education providers train the naturopaths and integrative health practitioners who are core customers of Designs for Health. They are thematically related ecosystem participants whose continued practitioner training growth supports the addressable market for Designs for Health's products and education programs.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCdF43R3G6_cJjAlCdWMV5mg
• LinkedInlinkedin.com/company/designs-for-health-aus

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Designs For Health AUS