Dr. Will Cole I The Art Of Being Well

What Dr. Will Cole I The Art Of Being Well does

Dr. Will Cole (legal entity: Cole Natural Health Centers, LLC) is a Pennsylvania-based functional medicine telehealth practice founded in 2009, operating globally via webcam-based consultations. The company serves individuals with chronic and complex health conditions — including autoimmune, hormonal, metabolic, digestive, and thyroid disorders — who have not found resolution through conventional medicine, as well as proactive health optimization seekers and women navigating perimenopause and menopause. Service tiers include a Clinical Deep Dive consultation at $520, an ongoing Essentials Care Plan at $4,500, and a premium All-Inclusive Concierge Care tier, with diagnostic lab work and supplements adding an estimated $1K-$5K per patient.

The underlying platform combines a webcam-delivered clinical practice with advanced diagnostic testing (comprehensive stool analysis, full thyroid panels, hormone panels, food sensitivity testing, SIBO/candida/leaky gut panels) and personalized supplement protocols. Operations are run from the Pittsburgh/Monroeville, PA area with 13 employees and no disclosed external investors; the LLC is wholly founder-owned. Patient intake is application-based, with team follow-up to assess fit before consultation booking.

The business model is multi-stream and direct-to-consumer: telehealth consultations (professional services), DTC supplements sold through shop.drwillcole.com including a private-label line and the Longevity RX sub-brand, video courses, book sales and royalties from four New York Times bestsellers (Intuitive Fasting, Ketotarian, Gut Feelings, The Inflammation Spectrum) with a fifth title 'Heal Your Cells' in development, and advertising/sponsorship revenue from The Art of Being Well podcast (100M+ downloads; sponsors include AG1, Avocado Green Mattress, LMNT, Monarch). A co-development partnership with Agent Nateur extends the product line. Marketing is anchored by the podcast and a quiz-based lead capture system (Metabolic Flexibility, Leaky Gut, Adrenal, Thyroid, Gut Feelings quizzes), with content distribution across Instagram, YouTube, blog, and email channels and earned media in Vogue, WSJ, ABC News, Today Show, and Goop.

Name

Dr. Will Cole I The Art Of Being Well

Legal name

Cole Natural Health Centers, LLC

Website

https://drwillcole.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Dr. Will Cole (Cole Natural Health Centers, LLC) is a Pennsylvania-based functional medicine telehealth practice founded in 2009, delivering webcam-based clinical consultations, personalized diagnostic testing, and supplement protocols globally to patients with chronic and complex health conditions, supported by a DTC supplement line, bestselling books, and The Art of Being Well podcast.

Ownership category

akta.pro rank

Product category

Functional Medicine Telehealth

NAICS

Offices of Physicians (6211), Offices of Other Health Practitioners (6213), Food (Health) Supplement Retailers (456191)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Patient Education, Content & Personalized Journey Orchestration (HLACAEAE)

akta.pro secondary industries

Prescription-Based Digital Clinics (Condition-Specific Rx Programs) (HLALAAAD), General Nutrition Coaching (HSADAFAA)

Keywords

• Functional medicine
• Telehealth consultations
• Dietary supplements
• Holistic healthcare
• Functional nutrition

Headquarters

HQ city

Pittsburgh

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Telehealth Clinical Consultations: Revenue from one-on-one functional medicine consultations including Clinical Deep Dive ($520), Essentials Care Plan ($4,500), and All-Inclusive Concierge Care. Labs and supplements typically add $1K-$5K additional cost per patient.
2. Supplement Sales: Personally curated supplements sold through shop.drwillcole.com including Dr. Will Cole Supplements line and Longevity RX collection. Also includes Agent Nateur x Dr. Will Cole collaboration products.
3. Digital Products and Courses: Functional medicine video courses and educational content sold through the shop. No returns or refunds on video courses.
4. Book Sales and Royalties: New York Times bestselling author of Intuitive Fasting, Ketotarian, Gut Feelings, and The Inflammation Spectrum. Upcoming 5th book 'Heal Your Cells' in development.
5. Podcast Sponsorships: The Art of Being Well podcast features sponsored segments from brands including AG1, Avocado Green Mattress, LMNT, Monarch, and various supplement companies with discount codes for listeners.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Cole Natural Health Centers, LLC operates a functional medicine telehealth practice delivering personalized clinical consultations and functional nutrition coaching globally via webcam since 2009. The practice sells personally curated supplements, New York Times bestselling books, and functional medicine video courses directly to consumers through its online shop, and operates The Art of Being Well podcast as a content and brand platform.

Product overview

Dr. Will Cole operates as a functional medicine telehealth practice offering a comprehensive suite of health services centered around personalized functional medicine consultations delivered via webcam. The core offering is the telehealth health consultation service, which provides root-cause clinical care for conditions including autoimmune, hormonal, metabolic, and digestive disorders. This is supported by a vertically integrated product portfolio: personally curated supplements sold through the company's shop (including the Longevity RX sub-brand), New York Times bestselling books (Intuitive Fasting, Ketotarian, Gut Feelings, The Inflammation Spectrum) serving as patient education tools, functional medicine video courses, the Art of Being Well podcast, health assessment quizzes, and subscriber-accessible guides. The company also offers diagnostic laboratory testing and structured care plans (Essentials Care Plan, Concierge Care Plan, and à la carte Clinical Deep Dive consultations) that provide varying levels of ongoing clinical support, supplement protocols, and lab testing coordination.

Differentiator

Problem solved

Functional benefit

Brands

• The Art of Being Well: A wellness podcast hosted by Dr. Will Cole exploring health topics including nutrition, functional medicine, hormones, and holistic wellness.

Products and services

• Telehealth Functional Medicine Consultation Personalized functional medicine clinical care and functional nutrition coaching delivered globally via webcam, providing root-cause investigation and treatment plans for autoimmune conditions, brain fog, fatigue, hormone imbalances, metabolic conditions, digestive disorders, and thyroid issues.
• Dr. Will Cole Supplements A line of personally curated supplements including products such as The Probiotic, The D3/K2, The Omega, Protect, Brain-Adrenal Balancer, and Cellular Hydration sticks, sold directly to consumers through the company's online storefront.
• Longevity RX A curated collection of longevity-focused supplements sold through the Dr. Will Cole online shop, designed to support optimal aging and healthspan.
• Books by Dr. Will Cole New York Times bestselling books authored by Dr. Will Cole that serve as patient education resources on functional medicine approaches to health, covering topics such as fasting, ketogenic diets, gut health, and inflammation.
• Functional Medicine Video Courses Self-paced video courses teaching functional medicine approaches to specific health conditions, including a course on mastering autoimmune conditions and inflammation.
• The Art of Being Well Podcast A wellness podcast exploring topics in functional medicine, nutrition, hormones, and holistic wellness, featuring guest expert interviews and serving as a content and brand marketing engine for the practice.

Quantifiable outcome

• FDA removed box warning for hormone replacement therapy - associated with 60% lower risk of dementia, breast cancer, and heart disease in 120M patient study
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Agent Nateur x Dr. Will ColecoreStrategic or Co-development PartnerCollaborative product line featuring curated wellness products including holistic beauty and health items developed in partnership with Agent Nateur. Products sold through dedicated Shopify store.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Others

• Levels Health: Levels is a consumer metabolic-health brand offering continuous glucose monitoring and related content. Adjacent to Dr. Cole's metabolic flexibility and functional medicine positioning, and overlaps with his audience of proactive wellness consumers, though it is not a clinical service.
• The Institute for Functional Medicine: The Institute for Functional Medicine is the leading professional organization certifying practitioners (IFMCP — a credential held by Dr. Cole). Comparable as the institutional backbone of the functional medicine category that legitimizes and supplies practitioners to practices like Dr. Cole's.

Broad incumbents

• Hims & Hers Health: Hims & Hers is a publicly listed DTC telehealth and consumer health brand offering consultations, prescription treatments, and supplements at scale. Comparable as a direct-to-consumer virtual care platform with adjacent supplement and content marketing, but with a much broader portfolio than Dr. Cole's functional medicine focus.
• Ro: Ro operates a vertically integrated DTC telehealth platform covering weight management, hormonal health, and other condition-specific care. Comparable as a DTC virtual care brand competing for overlapping consumer demand in hormonal, metabolic, and longevity health, though broader in scope.

Direct peers

• Early Medical (Dr. Peter Attia): Dr. Peter Attia's concierge preventive medicine practice focuses on longevity and health optimization, supported by a top-ranked podcast and bestselling book. Comparable to Dr. Cole's premium, content-supported, telehealth-friendly functional medicine model with overlap in longevity positioning.
• Dr. Josh Axe / Ancient Nutrition: Dr. Josh Axe operates a functional/ integrative medicine content brand and supplements business (Ancient Nutrition) targeting similar gut-health, inflammation, and wellness audiences. Highly comparable to Dr. Cole's blend of clinical content, supplements, and books.
• Parsley Health: Parsley Health is a venture-backed functional medicine telehealth and in-person practice offering root-cause consultations, advanced lab testing, and ongoing care plans. Most directly comparable to Dr. Cole's functional medicine telehealth model, differentiated mainly by larger scale and broader practitioner team.
• The UltraWellness Center (Dr. Mark Hyman): Dr. Mark Hyman's functional medicine practice delivers root-cause, systems-biology consultations alongside books, content, and media presence. Closely comparable to Dr. Cole as a celebrity-practitioner-led functional medicine brand with multi-channel content and clinical service offerings.

Emerging players

• Forward Health: Forward is a tech-forward preventive primary care membership offering advanced diagnostics, continuous monitoring, and telehealth. Comparable as a tech-enabled, prevention-focused care brand, but with much broader scope and capital base than Dr. Cole's functional medicine niche.
• Rupa Health: Rupa Health is a B2B platform that enables functional medicine practitioners to order specialty lab work (stool, hormone, food sensitivity panels) through a single portal. Comparable because Dr. Cole relies on the same specialty lab ecosystem, and Rupa serves the practitioner side of the same value chain.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/drwillcole
• LinkedInlinkedin.com/company/dr-will-cole

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Dr. Will Cole I The Art Of Being Well