McDaniel Nutrition Therapy

What McDaniel Nutrition Therapy does

McDaniel Nutrition Therapy is a privately held nutrition counseling practice headquartered at 225 S Meramec Ave, Suite 204, in St. Louis, Missouri. Founded and led by registered dietitian Jennifer McDaniel, the practice delivers one-on-one nutrition counseling, wellness coaching with the founder, metabolic and genetic testing, and corporate wellness seminars, serving adults and families across conditions including gut health, weight management, eating disorders, sports nutrition, perimenopause/menopause, diabetes, and heart health. Services are delivered in person at the St. Louis office and virtually via telehealth, with appointments booked through the KalixHealth scheduling platform.

The practice's underlying technology is intentionally light: no proprietary platform, mobile app, or AI system is disclosed. Operations rely on KalixHealth for booking, Trustindex for review verification, and a multi-channel content footprint (a 79+ article blog, Substack newsletter, Instagram, Facebook, and a podcast) for top-of-funnel demand generation. The clinical team comprises five registered dietitians with differentiated credentials (CSSD-certified sports dietitian, MPH, PhD, ACSM-CPT), enabling specialty routing across use cases.

The business model is professional services fee-for-service. Revenue streams include individual counseling sessions, founder-led wellness coaching, metabolic and genetic testing (likely higher-ticket add-ons), and corporate wellness seminars priced as in-person or virtual events. No enterprise contracts, subscription pricing, or recurring B2B revenue are disclosed. Growth is founder-led and organic, driven by media placements (Women's Health, One Peloton, Show Me St. Louis), content marketing, and the founder's regional brand, with a partnership with Prairie Farms providing co-marketed content. The company has no external funding, parent entity, or disclosed investors.

Name

McDaniel Nutrition Therapy

Legal name

McDaniel Nutrition Therapy

Website

https://mcdanielnutrition.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

McDaniel Nutrition Therapy is a privately held, St. Louis-based registered dietitian practice offering one-on-one nutrition counseling, wellness coaching, metabolic and genetic testing, and corporate wellness seminars to individuals and organizations primarily in the St. Louis metro.

Ownership category

akta.pro rank

Product category

Nutrition Counseling Services

NAICS

Diet and Weight Reducing Centers (812191)

akta.pro industry

PRIMARYHSADAFAA

General Nutrition Coaching

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

SECONDARYHSADAFAB

Weight Loss Coaching (Non-Clinical)

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

SECONDARYHSADAFAE

Medical Nutrition Therapy (Registered Dietitian)

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

SECONDARYHSADAFAF

Diabetes & Blood Sugar Nutrition Coaching

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

SECONDARYHSADAFAM

Eating Disorder Recovery Nutrition Support

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

SECONDARYHSADAFAO

Corporate/Workplace Nutrition & Weight Management Programs

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

Keywords

• Nutrition counseling services
• Registered dietitian practice
• Wellness coaching services
• Metabolic testing
• Corporate wellness programs

Headquarters

HQ city

St. Louis

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

Revenue model

1. Individual Nutrition Counseling: One-on-one nutrition counseling sessions with registered dietitians, personalized to individual health needs, preferences, and lifestyle.
2. Wellness Coaching with Jen McDaniel: Whole-person coaching services addressing habits, thoughts, and emotional patterns tied to health and behavior change.
3. Metabolic & Genetic Testing: Personalized nutrition testing services including metabolic testing and genetic testing to provide individualized insights.
4. Corporate Wellness Programs: In-person or virtual corporate seminars supporting workplace physical and mental well-being.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

McDaniel Nutrition Therapy is a St. Louis-based registered dietitian practice that delivers one-on-one nutrition counseling, personalized metabolic and genetic testing, wellness coaching with founder Jennifer McDaniel, and corporate wellness seminars. Services are evidence-based, tailored to individual health concerns (gut health, sports nutrition, perimenopause, weight management, eating disorders), and offered both in-person and virtually.

Product overview

McDaniel Nutrition Therapy is a St. Louis-based registered dietitian practice offering personalized nutrition counseling and wellness services. Their core offerings include Individual Counseling (one-on-one dietitian sessions), Work with Jen (wellness coaching with founder Jennifer McDaniel), Metabolic Testing, Genetic Testing, and Corporate Wellness programs. The practice focuses on evidence-based, personalized nutrition guidance for various health concerns including gut health, sports performance, hormonal shifts, weight management, and eating disorders. Services are available both in-person at their St. Louis office and virtually.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Counseling

Quantifiable outcome

• Evidence-based approach addressing chronic disease prevention and management through lifestyle choices

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• KalixHealthcoreTechnology or IntegrationKalixHealth provides the appointment scheduling platform/calendar system used by McDaniel Nutrition Therapy. Clients book appointments through their KalixHealth calendar link (app.kalixhealth.com) to schedule nutrition counseling sessions.
• Prairie FarmsminorGTM or Marketing PartnerContent collaboration featuring Prairie Farms lactose-free dairy products as part of perimenopause nutrition education. McDaniel created content highlighting how Prairie Farms products can support perimenopause health.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Direct peers

• Wellory: Nutrition coaching platform pairing users with credentialed coaches (including RDs) for ongoing 1:1 guidance. Comparable 1:1 coaching model and target customer, with a tech-forward platform wrapper.
• Culina Health: Virtual registered dietitian practice providing personalized nutrition counseling for chronic conditions. Closely comparable in clinical RD delivery, condition focus (diabetes, gut health, hormonal), and 1:1 model.
• Foodsmart: Digital nutrition platform offering 1:1 dietitian coaching, meal planning, and grocery benefits, often through employer and health plan channels. Comparable RD counseling plus adjacent meal/grocery capabilities; competing for the same corporate wellness and individual customer budgets.
• Dietitians On Demand: RD staffing and consulting firm providing registered dietitian services to healthcare and corporate clients. Comparable credentialed RD delivery, with more enterprise/healthcare-system orientation.
• Fay Nutrition: Online service that connects users with registered dietitians for virtual 1:1 nutrition counseling. Comparable model, customer profile, and credentialed provider base; competes for the same cash-pay RD counseling customer.
• Nourish: Telehealth platform matching consumers with registered dietitians for 1:1 nutrition counseling covered by insurance. Direct competitor in the same RD-delivered counseling category, though operating at larger scale and via insurance rather than cash pay.

Broad incumbents

• Noom: Large-scale digital weight management and behavior change platform with coaching elements (not all RDs). Competes for the same weight-management customer and corporate wellness budget at much larger scale and lower price point.
• Cleveland Clinic (Center for Lifestyle Medicine / Nutrition): Major health system with outpatient registered dietitian services and corporate wellness programming. Operates at much larger scale with medical-system credentials, competing for condition-specific RD referrals and corporate wellness contracts.

Others

• MyFitnessPal: Mass-market nutrition and calorie tracking app. Not a direct counseling competitor but is the dominant entry point consumers use for self-directed nutrition, potentially absorbing demand that would otherwise go to paid RD counseling.

Emerging players

• Eleat: Online performance/sports nutrition coaching platform. Emerging player with overlap in the sports nutrition and high-performance customer segments where McDaniel has a CSSD-certified specialist.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mcdanielnutrition
• Instagraminstagram.com/mcdanielnutrition
• LinkedInlinkedin.com/company/mcdaniel-nutrition-therapy

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 McDaniel Nutrition Therapy