The Funny Bone

Name

The Funny Bone

Legal name

Optimum Health

Website

https://optimumhealth.ca

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Health and Wellness Retail

NAICS

Food (Health) Supplement Retailers (456191), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Natural health supplements
• Vitamins and minerals
• Organic skincare retail
• Herbal and wellness products
• Canadian specialty health store

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales - Supplements: Physical and online retail sales of vitamins, minerals, herbs, and health supplements to consumers. Products sourced from multiple third-party brands.
2. Retail Sales - Skincare & Beauty: Physical and online retail sales of skincare, haircare, makeup, and bath/body products including their sister brand Kolya.
3. Loyalty Program: OH•K Rewards program where customers earn points on purchases that can be redeemed for discounts, free products, or donations to environmental causes.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

The Funny Bone operates within the Optimum Health Vitamins ecosystem, a Canadian family-owned specialty health retailer that sells a private-label supplement line (Opti-L-Theanine, Opti-L-Glutamine, Opti-Joint, Opti-Vitamin D3, Opti-Selenium, Opti-CoQ10, amino acid and herbal formulations) alongside extensive third-party vitamins, minerals, herbs, skincare, hair care, bath/body, makeup, and apothecary categories through physical stores in the Edmonton area and an e-commerce storefront.

Product overview

Optimum Health Vitamins operates a multi-channel retail platform consisting of a unified core product (the company's private-label Optimum Health Vitamins supplement line) complemented by extensive third-party brand partnerships across supplements, skincare, hair care, bath & body, makeup, and apothecary categories. The sister brand Kolya, established in 2002, extends the portfolio into plant-based and organic skincare with spa services. The business model combines brick-and-mortar retail locations in the Edmonton area (including the Kolya Spa) with an e-commerce platform, supported by the OH•K Rewards loyalty program with three tiers (Nurture, Flourish, Thrive) and a sustainability-focused refill station service. The company was founded in 1994 and has grown from a single specialty health store into a comprehensive wellness destination offering over 25 health supplement categories alongside beauty and lifestyle products.

Differentiator

Problem solved

Functional benefit

Brands

• Kolya: Sister company offering plant-based and organic skincare and beauty products. Includes The Kolya Spa for organic spa services.

Products and services

• Optimum Health Vitamins (Private Label Supplements) The company's proprietary brand of dietary supplements including Opti-L-Theanine, Opti-L-Glutamine, Opti-L-Lysine, Opti-Joint, Opti-Vitamin D3, Opti-Selenium, Opti-CoQ10, and various amino acid and herbal formulations sold exclusively through the company's retail locations and online store for health-conscious consumers.
• Kolya Plant-Based Skincare and Beauty Line A plant-based and organic skincare and beauty products line launched in 2002 as a sister company, serving the Edmonton area with natural personal care offerings including the Kolya Spa line for consumers seeking clean beauty alternatives.
• Kolya Spa Organic Spa Services Organic spa services offered at the Kolya Spa location, part of the company's holistic wellness approach combining retail supplements with spa treatments for individual consumers seeking wellness experiences.
• OH•K Rewards Loyalty Program A tiered loyalty rewards program with three levels (Nurture free tier, Flourish at $350/year spend, Thrive at $800/year spend) offering points per dollar spent, birthday gifts, double points days, exclusive sales events, and early event access to retail customers.
• Refill Station Service An in-store refill station service allowing customers to reduce packaging waste by refilling containers with products, supporting the company's sustainability initiatives and serving eco-conscious consumers.

Quantifiable outcome

• 4.82/5 average rating from 7,713 verified customer reviews

Named customers5 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Pure Integrative Pharmacy: Canadian pharmacy chain with strong emphasis on natural health, supplements, and integrative wellness alongside prescription services. Comparable in combining professional health guidance with curated supplement retail, though operates primarily in British Columbia.
• Life Extension: Premium supplement brand and online retailer focused on evidence-based vitamins and nutraceuticals with strong direct-to-consumer presence. Comparable in target customer (informed, health-focused supplement buyers) and premium positioning, though Life Extension is primarily a brand-direct channel rather than multi-brand retailer.

Others

• Natural Factors: Canadian manufacturer and brand of vitamins, minerals, herbs, and specialty supplements sold through health retailers. Comparable as a Canadian wellness brand carried by Optimum Health, and a potential supply-side counterpart rather than direct competitor.

Broad incumbents

• Whole Foods Market: Premium natural and organic grocery retailer in Canada carrying supplements, natural skincare, and wellness products. Comparable in natural/organic positioning and customer demographic, though operates at far larger scale with grocery as the primary anchor.
• GNC: Established North American specialty retailer focused on vitamins, supplements, and sports nutrition with own-brand products. Comparable in product mix and private-label strategy, though GNC operates at significantly larger scale with national brand recognition.
• The Vitamin Shoppe: Large North American specialty retailer of vitamins, supplements, and wellness products with both physical stores and a robust e-commerce platform. Comparable in core supplement assortment and customer demographic, though materially larger scale and broader geographic reach than Optimum Health.
• Shoppers Drug Mart: Canada's largest pharmacy chain with extensive natural health and supplement assortments in physical stores plus a strong online platform. Comparable in Canadian health-retail footprint and broad wellness product range, though supplements are one category among many in Shoppers' portfolio.

Regional players

• Nature's Source: Canadian health food store chain focused on natural supplements, vitamins, and wellness products with multiple physical locations. Comparable in store-format and product assortment targeting health-conscious consumers, though operating in Ontario rather than Alberta.

Direct peers

• Well.ca: Canadian online health and wellness retailer offering supplements, natural skincare, and personal care products direct to consumers nationwide. Directly comparable as a Canadian multi-category natural health retailer competing for the same health-conscious consumer wallet, though Optimum Health has a stronger physical retail presence.
• iHerb: Global online retailer specializing in supplements, natural health, and wellness products shipping to Canada. Directly comparable as a supplement-focused retailer serving health-conscious consumers, though iHerb operates purely online with substantially larger catalog and lower price positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-funny-bone

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 The Funny Bone