ENFORMA

Online Weight Management Coaching Servicesenforma.co

ENFORMA is a Colombia-based, founder-led wellness company delivering the 90-day "El Reto EnForma" personalized weight management program (meal plans, training plans, bi-weekly monitoring, daily WhatsApp consulting) to individual consumers across five Latin American countries.

Company typePrivate
Founded2013
HeadquartersColombia, Colombia
Headcount11–50
GTM typeB2C
OfferingServices

What ENFORMA does

ENFORMA (legal name "En Forma") is a Colombia-based wellness company that delivers personalized weight management programs to individual consumers across Latin America. Founded in 2013 by Lorena Buelvas, who combined personal coaching experience with studies in nutrition and dietetics, the company operates an online service model with no physical retail or app presence, communicating with clients through WhatsApp, phone, email, and Instagram.

The company's core product, "El Reto EnForma," is a structured 90-day program comprising four integrated service modules: a 100% personalized meal plan calibrated to objectives, preferences, lifestyle, and budget; a customized training plan for home or gym; online progress monitoring with reviews and adjustments every 15 days; and open daily consulting via WhatsApp and phone between 9:00 AM and 5:00 PM, including weekends and holidays. There is no mobile application, public API, or documented AI/automation layer; personalization is delivered by human coaches through messaging channels, with a public results gallery of client before/after cases serving as social proof.

ENFORMA monetizes through subscription-based coaching services sold direct-to-consumer, with pricing not publicly disclosed and all sales routed through WhatsApp, email, or phone. The company serves individual SMB/consumer buyers in five countries — Colombia, Venezuela, Ecuador, Peru, and Chile — and claims to have advised over 6,000 clients over its roughly ten-year operating history. It is a privately held, founder-controlled entity with no disclosed external funding, institutional investors, or parent company.

ENFORMA firmographics

Firmographics

Name: ENFORMA
Legal name: En Forma
Website: https://enforma.co
Company type: Private
Founded year: 2013
Operating status: Operating
Headcount range: 11–50 employees
Short description: ENFORMA is a Colombia-based, founder-led wellness company delivering the 90-day "El Reto EnForma" personalized weight management program (meal plans, training plans, bi-weekly monitoring, daily WhatsApp consulting) to individual consumers across five Latin American countries.
Ownership category
akta.pro rank

ENFORMA industry classification

Industry

Product category: Online Weight Management Coaching Services
NAICS: Diet and Weight Reducing Centers (812191)
akta.pro primary industry: Weight Loss Coaching (Non-Clinical) (HSADAFAB)
akta.pro secondary industry: Weight Loss & Body Transformation Training (HSADAAAC)

Keywords

Personalized nutrition coaching
Weight loss programs
Customized meal plans
Online fitness coaching
Wellness consulting services

Where ENFORMA is headquartered

Location

Headquarters

HQ city: Colombia
HQ country: Colombia
HQ region: Latin America

Offices1 record

Markets served

ENFORMA business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

Subscription-based Coaching Services: Ongoing consulting and monitoring services through WhatsApp and phone calls, with continuous progress tracking and plan adjustments every 15 days as part of the 90-day program.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

ENFORMA product offering

Product offering

Core offering

ENFORMA sells a single integrated 90-day weight loss and wellness coaching program called "El Reto EnForma" to individual consumers. The program bundles a 100% personalized meal plan, a customized training plan for home or gym, online progress monitoring every 15 days with adjustments, and daily open consulting via WhatsApp and phone (9 AM to 5 PM, including weekends and holidays). All services are delivered online and acquired by contacting the company directly.

Product overview

ENFORMA is a health and fitness company offering a single unified program called "El Reto EnForma" — a 90-day personalized weight loss challenge. The core product combines four integrated service modules: a personalized meal plan, a customized training plan (for home or gym), online progress monitoring every 15 days, and daily consulting via WhatsApp. The company delivers all services online, conducting evaluations and continuous follow-ups with clients. ENFORMA has been operating for 10 years, serving over 6,000 clients across 5 countries.

Differentiator

Problem solved

Functional benefit

Brands

El Reto EnForma: The company's primary 90-day integrated wellness program combining personalized meal plans, exercise routines, ongoing consultations, and body composition control for achieving and maintaining ideal weight.

Products and services

El Reto EnForma A 90-day weight loss and wellness program for individual consumers that combines 100% personalized meal plans (tailored to objective, preferences, lifestyle, and budget), customized training plans for home or gym, online progress monitoring every 15 days with adjustments, and daily consulting via WhatsApp and phone (9 AM to 5 PM, including weekends and holidays). The program aims to help clients reach and maintain their ideal weight through an integrated approach to nutrition, exercise, rest, and personal development.

Quantifiable outcome

Clients can lose weight in 90 days in a reliable and healthy manner

Companies that use ENFORMA

Customer profile

Named customers1 record

Segments1 record

Ideal customer profiles1 record

ENFORMA technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature3 records

ENFORMA partnerships and signals

Strategic signal

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

ENFORMA competitors and assessment

Company assessment

Direct peers

8fit: Subscription app delivering personalized meal plans and home or gym workout programs with progress tracking. Directly comparable offering to ENFORMA's combined nutrition-and-training personalized model.
Noom: Subscription-based personalized weight-loss coaching program with daily human coaching and behavior-change curriculum. Closely comparable to ENFORMA's 90-day El Reto EnForma model of personalized nutrition plans plus coaching accountability.
Freeletics: Subscription app generating personalized training and nutrition plans with coach-style feedback loops. Comparable to ENFORMA's blended personalized training-plus-meal-plan offering for individuals pursuing physique goals.
BetterMe: Direct-to-consumer personalized nutrition, workout, and weight-loss coaching programs sold as subscriptions globally. Competes with ENFORMA on the same promise of customized meal and training plans delivered through a digital coaching experience.

Broad incumbents

MyFitnessPal: Mass-market calorie tracking and nutrition platform with premium coaching tier. Adjacent rather than identical to ENFORMA but competes for the same customer's nutrition-tracking and habit-formation wallet share.
WeightWatchers (WW): Long-established global brand offering subscription weight-management and coaching programs. Operates in the same non-clinical weight-loss category as ENFORMA but with significantly broader scale, marketing budget, and product portfolio.

Emerging players

Jefit: Personalized workout planning and tracking app with coaching community features. Overlaps with ENFORMA's training-plan component and represents an alternative path for the same target customer seeking structured exercise guidance.
Simple (Simple Life): App-based intermittent fasting and weight-loss coaching service. Competes with ENFORMA for Spanish-speaking consumers seeking structured, coach-supported weight-loss programs, though delivered via mobile rather than WhatsApp.
NutriAI (Latinus / regional): Spanish-language nutrition coaching applications and AI-driven meal-planning tools targeting Latin American consumers. Comparable personalized nutrition-coaching proposition aimed at the same demographic as ENFORMA.

Regional players

Fitia: Latin American nutrition and training app offering personalized meal plans and workout programs in Spanish. Most direct regional competitor to ENFORMA, addressing the same Spanish-speaking weight-management segment.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights1 record

Customer concentration

ENFORMA financial estimates

Financial estimate

Revenue estimate

Valuation estimate

ENFORMA leadership team

Management profile

Number of profiles

Profiles1 record

ENFORMA funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

ENFORMA M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ENFORMA

What does ENFORMA do?

Is ENFORMA a public or private company?

ENFORMA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was ENFORMA founded?

ENFORMA was founded in 2013. It employs 11 to 50 people.

Where is ENFORMA based?

ENFORMA is headquartered in Colombia, Colombia, in the Latin America region.

How does ENFORMA make money?

One revenue line is on record: subscription-based Coaching Services.

Who are ENFORMA's main competitors?

Direct peers on record are 8fit, Noom, Freeletics and BetterMe. Broad incumbents are MyFitnessPal and WeightWatchers (WW). Emerging players are Jefit, Simple (Simple Life) and NutriAI (Latinus / regional). Fitia is listed as a regional player.

Does ENFORMA have an API?

No public API is recorded for ENFORMA.

What industry is ENFORMA in?

ENFORMA's product category is Online Weight Management Coaching Services. Its primary akta.pro industry code is HSADAFAB, Weight Loss Coaching (Non-Clinical), with a secondary code of HSADAAAC, Weight Loss & Body Transformation Training. Its NAICS code is 812191.