The Hermitage Inn

What The Hermitage Inn does

Alula Wellness operates the Breakthrough M2 (BTM2) program, a direct-to-consumer weight loss offering built around a four-pillar methodology: BTM2 Drops (proprietary all-natural drops, amino acids, and gender-specific homeopathic formulas formulated by CEO Nan Jenkins), simple whole-food eating using grocery or farmer's market ingredients, a full-hydration protocol (half body weight in ounces of water daily), and structured support/encouragement. The program has been delivered under this brand since 2012 and is positioned against pill-, shot-, prepackaged-, and subscription-based competitors by emphasizing a non-recurring, food-based regimen supported by coaching.

The technology layer combines a proprietary BTM2 Online Dashboard (program resources, meal guidelines, tracking, motivational content) with a members-only Private Facebook Group ("Team Breakthrough M2") that bundles customers, coaches, and the office team into a single accountability community. Distribution is digital-first and self-serve through alulawellness.com, with a freemium "free account" flow that previews the dashboard before purchase, plus a phone-based consultation line and one-on-one coaching packages sold directly by the CEO.

The business model relies on individually purchased program packages (positioned as recurring-style consumption rather than formal subscriptions) supplemented by higher-margin one-on-one coaching engagements; pricing is intentionally not publicly disclosed. Marketing is organic-heavy across Facebook, YouTube, Instagram, and TikTok, supported by an email newsletter, a blog/recipes content library, and a $10 first-time-customer referral incentive. The customer base is described as "thousands of men and women" who have collectively lost "hundreds of thousands of pounds," with a nationwide and international footprint, and the company remains founder-led with no disclosed institutional funding, M&A activity, or headcount.

Name

The Hermitage Inn

Website

https://hermitageinn.com

Company type

Private

Headcount range

11–50 employees

Short description

Alula Wellness (Breakthrough M2) is a founder-led, direct-to-consumer weight loss program sold online to individuals, built around proprietary BTM2 Drops, a four-pillar methodology, an online dashboard, and a members-only Facebook community supported by CEO-led coaching.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. BTM2 Program Packages: Program packages including the Breakthrough M2 weight loss methodology, BTM2 Drops, amino acid support formulas, homeopathic formulas, and access to online dashboard and coaching resources. Pricing is not publicly disclosed and requires account creation or direct inquiry.
2. One-on-One Coaching: Personalized coaching sessions with CEO Nan Jenkins offered as add-on packages at affordable pricing. Customers inquired about pricing via phone or email.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Alula Wellness offers the Breakthrough M2 (BTM2) program, a comprehensive weight loss solution that combines prescription medications (semaglutide and tirzepatide), personalized nutrition guidance, and 1-on-1 coaching. The program is designed for individuals seeking sustainable weight loss through a medically supervised, telehealth-delivered approach.

Differentiator

Problem solved

Functional benefit

Products and services

• Breakthrough M2 (BTM2) Program A comprehensive weight loss program that combines prescription medications (semaglutide and tirzepatide), personalized nutrition guidance, and 1-on-1 coaching for individuals seeking sustainable weight loss, delivered via a telehealth platform.

Quantifiable outcome

• Women typically lose 5-10 lbs in 7 days, 12-15 lbs in 21 days, and 20-25 lbs in 40 days
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Optavia: Coach-mediated weight-loss program selling proprietary fuelings (meal replacements) plus coaching. Comparable in the proprietary-product-plus-coaching bundle and in the reliance on independent coach networks for distribution.
• Noom: Digital, coach-supported weight-loss and behavior-change program targeting the same D2C consumer with a subscription model. Closely comparable in delivery mechanism (app + coaching) and value proposition (sustainable weight loss without surgery).
• Jenny Craig: Branded weight-loss program pairing prepackaged meals with personal coaching, historically delivered via call centers and now partially digital. Directly comparable consumer outcome (weight loss) and coaching-led service model.
• GOLO: D2C weight-loss program pairing a proprietary supplement (Release) with a diet and coaching protocol. Closely comparable in monetizing a proprietary natural supplement as the differentiator around a coaching and behavior-change program.

Emerging players

• MyFitnessPal: Consumer nutrition-tracking app with adjacent weight-loss and habit-change functionality. Comparable as a self-serve digital tool supporting calorie and behavior tracking, though it does not sell proprietary supplements or coaching.
• Whole30: Branded 30-day nutrition reset program with strong consumer following, cookbooks, and coaching-adjacent programs. Comparable in positioning a structured nutritional protocol against the meal-replacement and pharmaceutical incumbents.
• Found (telehealth weight management): Online weight-management program combining clinician-prescribed medication with behavior coaching. Comparable in the digital, D2C, coaching-supported model targeting the same consumer outcome, though anchored in pharmacotherapy rather than natural supplementation.

Broad incumbents

• WW (Weight Watchers): Long-established consumer weight-loss brand offering coaching, community, and food tracking across digital and in-person channels. Directly comparable end-customer and outcome promise, though delivered through a much larger, broader portfolio.
• Beachbody (BODi): Subscription-based fitness, nutrition, and weight-loss program combining streaming workouts with coaching and nutrition programs. Comparable in the at-home, coach-supported consumer transformation model, though with a heavier fitness angle.
• Medifast / Optavia-Meditfast: Public parent of Optavia and Medifast-branded weight-loss plans. Comparable as a multi-brand weight-loss and nutrition-coaching operator with proprietary products and structured programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-hermitage-inn

Revenue estimate

Valuation estimate

Number of profiles

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 The Hermitage Inn