myline Deutschland GmbH

What myline Deutschland GmbH does

myline Deutschland GmbH is a German privately-held weight-management company founded by Alexander Dillmann, originating from his 1986 fitness-studio coaching work and formally incorporated in 1992. The company sells a portfolio of proprietary nutritional products and a structured coaching program under the 'myline' brand, anchored by the myline intense 8-week online coaching program (priced at €139) which bundles a hardcover cookbook, a mykitchen recipe customization tool, motivational video content, and an online success journal. Supporting the program is a broad own-brand consumables catalog spanning 11+ flavors of protein powder, protein bars, breakfast products (muesli, porridge, pancakes, fruit spreads), L-Carnitin and collagen supplements, ready meals under the Genuss Gerichte line, BIO-certified spice blends, and accessories such as a smart shaker and measuring tools, all produced in Germany and sold via a Shopify-based DTC storefront.

The company operates a dual go-to-market model combining direct-to-consumer e-commerce at myline24.de with a B2B licensing channel to more than 550 partner fitness studios across Germany, each delivering the myline program with trained in-person coaches. A third emerging channel targets corporate wellness through myline-b2b.de. The technology stack is light: a Shopify storefront, the myline dashboard and myline TV for video content, and a third-party AI chatbot ('ezyaa' by Mic und Max GmbH) for customer support. Revenue mechanics are one-time program fees plus ongoing consumable repurchase, with bundle SKUs (Figurpakete, Riegelpakete, Genuss Pakete) used to lift average order value. Geographic reach is DACH-focused, with an explicit policy of no product delivery to Austria, and the company does not ship apps or expose developer-facing APIs.

Name

myline Deutschland GmbH

Legal name

myline Deutschland GmbH

Website

https://myline24.de

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

myline Deutschland GmbH is a German weight-management company selling the myline intense 8-week online coaching program and a proprietary range of protein products, supplements, ready meals, and spices to individual consumers via Shopify e-commerce and to over 550 licensed fitness studios across Germany.

Ownership category

akta.pro rank

Product category

Weight Loss Programs

NAICS

Diet and Weight Reducing Centers (812191), Food Manufacturing (311), Food (Health) Supplement Retailers (456191), Educational Support Services (61171)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Weight Loss Coaching (Non-Clinical) (HSADAFAB)

akta.pro secondary industries

Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN), General Nutrition Coaching (HSADAFAA), Weight Management & Metabolic Supplements (CRADAGAG), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

Keywords

• Weight loss programs
• Protein supplements
• Nutrition coaching
• Dietary supplements
• Fitness program licensing

Headquarters

HQ city

Oestrich-Winkel

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct sales of protein supplements (powders, quark, pancakes), protein bars, spices/seasonings, meal products, and wellness supplements through the e-commerce platform. Products are sold in individual units and bundled packages with volume discounts.
2. myline intense Program: The flagship 8-week online weight loss coaching program sold for €139. Includes online coaching, cookbook, motivation videos, and recipe tools. Represents the primary service/product bundle offering.
3. B2B Licensing to Fitness Studios: Licensing of myline programs to over 550 partner fitness studios in Germany. Studios pay for access to the myline brand, methodology, and program materials, while providing in-person coaching to their members.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

myline Deutschland GmbH sells a structured 8-week online weight-loss coaching program (myline intense, €139) and a broad portfolio of branded nutritional products including protein powders, protein bars, breakfast items (muesli, porridge, pancakes), baking mixes, L-Carnitin and collagen supplements, organic spice blends, and ready meals. The program is supported by a hardcover cookbook with 90+ recipes, a recipe customization tool (mykitchen), motivational videos, and an online success journal, sold direct-to-consumer via Shopify and through a network of 550+ licensed German fitness studios.

Product overview

myline Deutschland GmbH is a holistic weight-loss and nutrition company founded in 1986 by Alexander Dillmann, offering a portfolio of three interlocking product lines anchored by the myline intense 8-week online coaching program. The core program — priced at €139 and delivering up to 8 kg weight loss — includes a hardcover cookbook, the mykitchen creative recipe tool, 8 weeks of coaching, and motivational videos. The second pillar is a broad food and supplement range spanning protein powders in 11+ flavors (Vanille, Schoko, Eiskaffee, Himbeer-Quark, Kokos-Quark mit Crispies, Stracciatella, Pistazie-White-Choc, Haselnuss, Erdbeer-Joghurt mit Schoko-Stückchen, Joghurt mit Cranberry Stückchen, Buttermilch-Limette, and vegan Kakao-Creme), protein bars in 6 varieties (Kokos, Marzipan, Vanille-Crisp, Pfirsich-Joghurt-Crisp, Himbeer-Joghurt-Crisp, White Chocolate Brownie), breakfast products (Knusper-Müsli, Porridge, Protein Pancakes, Fruchtaufstrich), baking mixes (Protein-Figurbrot), L-Carnitin and collagen supplements, and ready meals (Genuss Gerichte). The third pillar is a network of over 550 partner fitness studios across Germany, providing in-person coaching. Bundle packages (Figurpakete, Riegelpakete, Genuss Pakete) and accessories (Premium Smartshaker) round out the portfolio. All products are produced in Germany, with organic (BIO) spice blends also available.

Differentiator

Problem solved

Functional benefit

Products and services

• myline intense (8-Week Online Coaching Program)

Quantifiable outcome

• 8 kg weight loss in 8 weeks
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

One partnership is on record.

• Fitness Studios and Wellness Clubs (Germany)coreChannel Partner/ Reseller/ Distributor · 1 January 1995Over 550 licensed partner fitness studios across Germany offer myline weight loss programs. Studios gain access to the myline brand, methodology, training materials, and ongoing support. The list includes major names in the fitness industry. New studios join monthly through the licensing program (lizenzpartner.myline24.de).

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Nestlé Health Science (Optifast): Nestlé Health Science's Optifast is a medically oriented meal-replacement program with broad retail and clinical channels. It competes for the same consumer but operates at much larger scale and as part of a diversified health portfolio.

Direct peers

• BodyChange: BodyChange is a German online weight-loss coaching program with structured courses, branded food products, and D2C subscription-style ordering — directly comparable to myline intense in product, price point, and customer segment.
• Optavia: Optavia offers a structured coaching-led weight-loss program with branded meal-replacement products and a coach network — a clear direct analog to myline's program-plus-product-plus-coach model.
• Almased: Almased is a German meal-replacement and weight-management brand with protein shakes, coaching programs, and a long-standing consumer base. It competes with myline on the same German consumer and through similar D2C e-commerce channels.
• Yokebe: Yokebe is a German meal-replacement weight-loss brand sold through retail and D2C. It competes with myline's protein-based, portion-controlled product line and shares the same target consumer of German women seeking structured programs.
• Noom: Noom is a digital-native, psychology-driven weight-loss coaching program that overlaps directly with myline intense on outcome-led coaching, daily tracking, and online delivery — but competes via mobile UX and personalization at scale.
• Weight Watchers (WW): WW is the global benchmark for structured, coaching-led weight-loss programs. It competes head-to-head with myline on the same core proposition (program + community + branded products), though at much larger scale and multi-geography.
• Herbalife: Herbalife is a global meal-replacement and weight-management brand with a coaching/distributor network and protein-based product portfolio that overlaps materially with myline's product range and program-led GTM.

Emerging players

• Yazio: Yazio is a German-origin nutrition and calorie-tracking app with meal planning and weight-loss programs. It overlaps with myline on meal planning and weight-loss use cases but delivers purely digitally without myline's physical studio network.
• KiloCoach: KiloCoach is a German online weight-loss coaching offering structured programs and personalized guidance — an emerging direct competitor in the same German D2C weight-loss coaching segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@myline-aktivschlank145
• Facebookfacebook.com/myline.aktiv.schlank
• Instagraminstagram.com/myline_aktivschlank
• LinkedInlinkedin.com/company/myline-deutschland-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 myline Deutschland GmbH