Be Well by Kelly

What Be Well by Kelly does

Be Well by Kelly is a direct-to-consumer nutrition and wellness brand founded by holistic nutritionist Kelly LeVeque, operating from Dana Point/Monarch Beach, California. The company sells a grass-fed beef-based protein powder line available in six flavors, a plant-based protein alternative, and a curated set of supplements including creatine, essential amino acids, magnesium, and collagen peptides, alongside a proprietary kitchen tool branded "The Masher." Layered on top of the supplement catalog is a structured education business built around LeVeque's "Fab 4" methodology, delivered through Kajabi-hosted courses including Fab 4 Smoothies ($49.99), Fab 4 Fundamentals ($250), Fab 4 Pregnancy, and Fab 4 Under 4, which convert her clinical framework into consumer-grade curriculum.

The revenue model is a hybrid of one-time product sales, recurring subscriptions (Recharge Payments-enabled at approximately $58.49 versus a $64.99 retail price for protein powder), mid-ticket bundled product sets (~$175), and digital course fees. Distribution is omnichannel: the DTC Shopify e-commerce site is the primary conversion surface, supplemented by an Amazon storefront and physical retail placement at Whole Foods, with the brand extending into adjacent categories through a Be Well Home sub-brand. Geographically, fulfillment and customer reach currently span the United States and Canada.

Demand generation is content-led: LeVeque's 390+ episode podcast, a long-running blog, and a YouTube presence function as the top-of-funnel engine that feeds traffic into the DTC site and course platform. The company remains private and bootstrapped, with a small team (1-10 employees) and a recently formalized executive layer that includes a Chief Financial Officer (Krissy Zilli). The technology footprint is conventional commerce tooling rather than differentiated proprietary systems, and there is no external capital, no public revenue disclosure, and no announced partnerships beyond payment-rail integrations such as Truemed for HSA/FSA eligibility.

Name

Be Well by Kelly

Legal name

Be Well By Kelly, Inc.

Website

https://bewellbykelly.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Be Well by Kelly is a DTC nutrition brand founded by celebrity holistic nutritionist Kelly LeVeque, selling grass-fed protein powders, supplements, nutrition courses, and kitchen tools to health-conscious consumers across the United States and Canada.

Ownership category

akta.pro rank

Product category

Holistic Nutrition & Wellness Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro industry

PRIMARYCRADAGAA

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAG

Weight Management & Metabolic Supplements

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

Keywords

• Holistic nutrition coaching
• Grass-fed protein powder
• Blood sugar balance
• Online wellness courses
• Clean dietary supplements

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Protein Powder Sales: Direct-to-consumer sales of grass-fed beef and plant-based protein powders through owned e-commerce and Amazon. Products offered in multiple flavors (Unflavored, Chocolate, Vanilla, Chai, Pumpkin Spice, Chocolate Mint) with subscription options offering 10% savings.
2. Online Courses: Digital education products including Fab 4 Smoothie Basics ($49.99), Fab 4 Fundamentals ($250), Fab 4 Pregnancy, and Fab 4 Under 4. Courses delivered via Kajabi platform with access periods of 120 days from purchase.
3. Bundles and Complementary Products: Product bundles like Baking PowerPack Bundle ($175.47, subscription $157.92) combining protein powders and complementary products. Additional products include Creatine with Creavitalis, Essential Amino Acids, Magnesium supplement, and The Masher kitchen tool.
4. Subscription Services: Subscribe & Save model providing recurring deliveries of protein powders and supplements with 10% discount. Managed through Recharge Payments platform with flexible delivery schedules.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Be Well by Kelly sells grass-fed beef and plant-based protein powders in multiple flavors, dietary supplements, recipe-driven wellness content, and a suite of online educational video courses built around Kelly LeVeque's proprietary "Fab Four" nutrition framework (protein, fat, fiber, greens) for blood sugar balance and whole-food eating. The brand bundles physical products with digital courses and recipe libraries, monetized direct-to-consumer through its Shopify e-commerce site and Kajabi course platform.

Product overview

Be Well by Kelly offers a wellness platform centered on the Fab Four nutrition philosophy (protein, fat, fiber, and greens) developed by holistic nutritionist Kelly LeVeque. The core product line consists of grass-fed beef protein powders available in six flavors (Unflavored, Vanilla, Chocolate, Chai, Pumpkin Spice, and Chocolate Mint), each providing 23g protein with clean, minimal ingredients. Complementing the protein products are four educational video courses delivered via Kajabi: Fab 4 Smoothies Course ($49.99), Fab 4 Fundamentals ($250), Fab 4 Pregnancy, and Fab 4 Under 4, teaching the Fab Four methodology for different life stages. The company also offers supplements (Creatine with Creavitalis, Essential Amino Acids, Vegan Magnesium), kitchen tools (The Masher), and curated bundles. Revenue streams include e-commerce protein powder sales, course enrollments, and subscription/recurring orders powered by Recharge Payments. The company sells direct-to-consumer through bewellbykelly.com with Amazon availability for select products.

Differentiator

Problem solved

Functional benefit

Brands

• Be Well Home: Home products brand for kitchen tools and accessories including The Masher and other kitchen tools.

Products and services

• Unflavored Grass-Fed Beef Protein Powder Unflavored Swedish grass-fed beef protein powder offering 23g of protein per serving with a single-ingredient formulation for blood-sugar-balancing Fab Four smoothies, targeted at individual consumers seeking a clean, unflavored protein base.
• Vanilla Grass-Fed Beef Protein Powder Vanilla-flavored Swedish grass-fed beef protein powder delivering 23g of protein per serving for use in Fab Four smoothies and recipes, aimed at individual consumers wanting a flavored clean protein option.
• Chocolate Grass-Fed Beef Protein Powder Chocolate-flavored Swedish grass-fed beef protein powder providing 23g of protein per serving for use in smoothies and recipes, targeted at individual consumers wanting a dessert-like flavored clean protein option.
• Chocolate Mint Grass-Fed Beef Protein Powder Chocolate mint-flavored Swedish grass-fed beef protein powder delivering 23g of protein per serving, offered as a limited seasonal flavor for individual consumers seeking variety in their protein supplementation.
• Chai Grass-Fed Protein Powder Chai-flavored Swedish grass-fed beef protein powder delivering 23g protein per serving, positioned as a fall/winter seasonal flavor for individual consumers looking to add chai spice flavor to their Fab Four smoothies.
• Pumpkin Spice Grass-Fed Protein Powder Pumpkin spice-flavored Swedish grass-fed beef protein powder providing 23g protein per serving, launched as a limited fall seasonal flavor for individual consumers wanting seasonal variety in clean protein.
• Creatine with Creavitalis Premium creatine supplement built around the Creavitalis branded ingredient, intended to complement protein powder use for individual consumers seeking performance and recovery support alongside Fab Four nutrition.
• Essential Amino Acids Essential amino acid dietary supplement sold as a complement to the grass-fed beef protein powder line, for individual consumers wanting additional amino support for recovery and lean muscle.
• Vegan Magnesium Supplement Vegan magnesium dietary supplement offered alongside the protein and creatine line for individual consumers seeking magnesium intake from a plant-based source.
• Baking PowerPack Bundle Holiday gifting bundle that combines the unflavored grass-fed beef protein powder, the unflavored plant-based protein, and the Be Well by Kelly Masher into a 100% recyclable gift box, targeted at individual consumers seeking a baking-focused protein kit for themselves or as a gift.
• The Masher Branded kitchen masher tool sold alongside the protein powder and supplement line, intended for individual consumers to prepare smoothie and recipe ingredients at home.
• Fab 4 Smoothie Basics Course Self-paced online video course priced at $49.99 that teaches the foundational Fab Four smoothie methodology for individual consumers new to the brand's framework.
• Fab 4 Fundamentals Course Comprehensive online video course priced at $250 covering the full Fab Four nutrition methodology in depth, marketed to individual consumers and wellness practitioners seeking thorough training.
• Fab 4 Pregnancy Course Online video course applying the Fab Four framework to pregnancy and postpartum nutrition for expectant and new mothers seeking stage-specific guidance.
• Fab 4 Under 4 Course Online video course teaching parents how to apply the Fab Four framework to feeding children under the age of four, intended for individual parent consumers seeking child-focused nutrition guidance.

Quantifiable outcome

• 30+ grams protein at breakfast reduces cravings throughout the day
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Jesse & Ben'sminorChannel Partner/ Reseller/ DistributorJesse & Ben's sweet potato fries are featured in Be Well by Kelly recipes and available at Whole Foods. The product is described as a clean-ingredient shortcut that aligns with the Fab Four nutrition philosophy, helping customers prepare quick, healthy meals.
• SieteminorChannel Partner/ Reseller/ DistributorSiete taco seasoning is recommended as a pantry staple in Be Well by Kelly recipes. The product is praised for clean ingredients with no seed oils or fillers.
• LMNTminorGTM or Marketing PartnerLMNT electrolyte packets are featured in Kelly LeVeque's daily wellness routine and mentioned in recovery content. Kelly receives sponsorship compensation for promoting LMNT products to her audience.
• Light LabscoreTechnology or IntegrationLight Labs partnership provides full transparency of third-party testing results displayed directly on Be Well by Kelly product pages, demonstrating commitment to product quality and purity standards.
• Recharge PaymentscoreTechnology or IntegrationRecharge Payments powers the Subscribe & Save subscription service, enabling automatic deliveries on customer-defined schedules with flexible modification or cancellation options.
• Teton Waters RanchminorChannel Partner/ Reseller/ DistributorTeton Waters Ranch breakfast sausages are recommended as a clean protein option for meal prep, praised for grass-fed quality and clean ingredients suitable for Fab Four lifestyle.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AG1 (Athletic Greens): AG1 is a direct peer — a founder-led, content-and-podcast-driven DTC supplements brand built around a daily greens/nutrition powder sold via subscription. Like Be Well by Kelly, it sells single-product powder SKUs at premium DTC price points, leverages founder authority and content marketing for acquisition, and competes for the same health-conscious consumer.
• Ritual: Ritual is a direct peer — a DTC nutrition/supplements brand selling clean-ingredient, transparent-supply-chain multivitamins and protein products through subscription. It mirrors Be Well's clean-ingredient, ingredient-transparency, and subscription positioning for a similar health-conscious female consumer.
• Care/of: Care/of is a direct peer — a DTC personalized vitamins and supplements brand sold direct-to-consumer with an emphasis on clean ingredients and supply-chain transparency. It overlaps Be Well on supplement-DTC channel motion and the clean-ingredient, transparency-led positioning.
• Sakara Life: Sakara is a direct peer — a content-and-program-driven DTC wellness nutrition brand targeting health-conscious women with subscription meal/nutrition programs and educational content. Be Well mirrors this content-driven, female-focused, authority-led nutrition commerce model.
• Bloom Nutrition: Bloom Nutrition is a direct peer — a DTC women's greens and protein supplement brand leveraging social-media-driven acquisition to sell flavored protein powders and greens blends via subscription at comparable price points to Be Well's.
• Momentous: Momentous is a direct peer — a sports nutrition/protein brand selling premium grass-fed whey protein, creatine, and EAAs with third-party testing transparency. It competes for the same clean-protein, third-party-tested, founder/athlete-endorsed niche that Be Well's grass-fed beef protein occupies.

Emerging players

• Organifi: Organifi is an emerging player — a DTC greens, protein, and superfood supplement brand selling powder blends via subscription, with content-marketing-led acquisition similar to Be Well. It overlaps in the greens/protein DTC supplement category and the female health-conscious target consumer.
• Further Food: Further Food is an emerging player — a DTC collagen and functional nutrition brand selling supplement powders via subscription with a content/education-led funnel. It is comparable to Be Well as a small female-focused functional nutrition brand leveraging content marketing and direct e-commerce.

Broad incumbents

• Onnit: Onnit is a broad incumbent — a large multi-category fitness and supplements brand founded around an individual authority figure, with a broad product range (protein, creatine, nootropics, equipment). Be Well is a comparable founder-led, content-driven CPG brand in the sports-nutrition/crossfit-lifestyle adjacent category, but at much smaller scale and narrower category footprint.
• Primal Kitchen: Primal Kitchen is a broad incumbent — an established clean-ingredient CPG brand (Mark Sisson) selling sauces, protein, and functional foods with a founder-authority and clean-ingredient narrative. Be Well mirrors the founder-led, clean-ingredient, book/podcast-driven positioning in a narrower sports-nutrition focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCPjFtjo841kVXoG9m-ONMxw
• Facebookfacebook.com/bewellbykelly
• Instagraminstagram.com/bewellbykelly
• Pinterestpinterest.com/BeWellbyKelly
• Xx.com/bewellbykelly
• LinkedInlinkedin.com/company/be-well-by-kelly

Compliance1 record

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 Be Well by Kelly