Paleo

What Paleo does

Paleo (paleo.ee) is an Estonian-language content and e-commerce business focused on the paleo/ancestral diet lifestyle, operated by FeelGood OÜ (Estonian private limited company, registry code 11763868, headquartered in Rakvere, Estonia). The site publishes a free educational blog covering paleo nutrition, gluten-related health issues, autoimmune protocols, meal planning, sleep, and lifestyle optimization, which serves as the primary top-of-funnel acquisition channel. It sells a small catalog of six products through its own WooCommerce storefront at paleo.ee/pood/: digital products including a 4-week sample menu (€4.99), a training video on gluten and health (€9.90, discounted from €19.90), a 30-day paleo challenge e-course, and a bundled starter package combining the three (€19.90, discounted from €24.90); and physical books including a 140-recipe gluten-free snack book (€24.95) and Loren Cordain's 'Paleo Dieet'.

The business model is entirely transactional and B2C, relying on one-time purchases of low-ticket digital downloads and physical books priced between €4.99 and €24.95, with no subscription, recurring, or enterprise revenue. Customer acquisition is driven by SEO-optimized Estonian blog content, an email newsletter, and the 'Paleo retseptinurk' Facebook community, with no paid advertising, marketplace presence, or third-party resellers referenced. The operating scope is limited to Estonia and Estonian-speaking consumers; there is no disclosed geographic expansion, hiring plan, or external funding.

Name

Paleo

Legal name

FeelGood OÜ

Website

https://paleo.ee

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Paleo (paleo.ee) is an Estonian-language paleo diet content site and e-commerce store operated by FeelGood OÜ, selling digital meal plans, e-courses, training videos, and physical cookbooks to Estonian health-conscious consumers via its own WooCommerce storefront.

Ownership category

akta.pro rank

Product category

Health and Nutrition Content Publishing

NAICS

Educational Support Services (61171)

akta.pro primary industry

Detox, Nutrition & Weight Management (Juice Cleanses, Nutrition Retreats, Weight-loss Programs) (THAJAHAJ)

Keywords

• Paleo diet education
• Digital meal plans
• Online nutrition courses
• Gluten-free recipes
• Health content publishing

Headquarters

HQ city

Rakvere

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Content creation and editorial (author Ardi Ravalepik), Operations (website hosting, WooCommerce platform, payment processing), Marketing or Sales, Supply Chain (printing and shipping of physical books), Technology or R&D

Revenue model

1. Digital products (e-books, e-courses, training videos): The primary revenue stream comes from selling digital downloadable products including the 30-day paleo challenge e-course, training videos, and a 4-week sample menu. Customers purchase directly through the self-serve web store.
2. Physical books: Sale of physical books including 'Suur gluteenivabade suupistete ideeraamat' (The Great Gluten-Free Snack Idea Book) at €24.95 (reduced from €29.95) and the book 'PALEO DIEET' by Loren Cordain.
3. Bundled starter packages: Bundled products combining a 4-week sample menu, training video, and e-course into a 'starter package' sold at €19.90 (reduced from €24.90).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Paleo (paleo.ee) is operated by FeelGood OÜ and sells Estonian-language educational products and content focused on the paleo/ancestral diet lifestyle. Its core offerings include digital e-courses (the 30-day paleo challenge), digital meal plans (a 4-week sample menu), training videos, recipe e-books, and physical books (a gluten-free snack recipe book and Loren Cordain's "PALEO DIEET"). All products are purchased and downloaded directly from the company's own WooCommerce-based online store, supplemented by a free Estonian-language blog of educational articles.

Product overview

Paleo (paleo.ee) is an Estonian health and nutrition company operated by Feelgood OÜ, offering a portfolio of digital educational products focused on the paleo diet and lifestyle. The product lineup includes digital meal plans (4-week sample menu), e-learning courses (30-day paleo challenge, training videos), and published books (including a cookbook and Loren Cordain's paleo book). Products are sold through the company's WooCommerce-based online store. The offerings are primarily informational/educational rather than a software platform, centered around paleo nutrition guidance, recipe collections, and health-related educational content.

Differentiator

Problem solved

Functional benefit

Products and services

• Suur gluteenivabade suupistete ideeraamat (Large Gluten-Free Snack Idea Book) A recipe book containing 140 creative, healthy, and simple gluten-free snack recipes with food photography and tips for snack preparation and serving. Sold as a physical book for €24.95 (reduced from €29.95).
• PALEO DIEET by Loren Cordain A book by Loren Cordain, one of the most influential researchers of the paleo diet, covering the fundamentals of paleo nutrition.
• Paleo stardipakett (Paleo Starter Package) A starter bundle containing the 4-week sample menu, training video, and 30-day e-course together, sold as a discounted package at €19.90 (reduced from €24.90).
• 30 päeva paleo väljakutse e-kursus (30-Day Paleo Challenge E-Course) A 30-day challenge e-course that guides participants through following paleo rules and food guidelines for one month.
• Koolitusvideo: Haara kontroll oma tervise üle (Training Video: Take Control of Your Health) A training video covering detailed information about gluten and health. Sold for €9.90 (reduced from €19.90); rated 4.90/5.
• 4 nädala näidismenüü (4-Week Sample Menu) A 4-week paleo sample menu designed to make food choices healthy and diverse. Sold for €4.99; rated 4.41/5 across 37 reviews.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Dr. Axe: Large-scale natural-health content publisher with educational blog, e-commerce store, app, and extensive product lines. Broader incumbent overlapping with paleo.ee's content-and-product model, but operating at much larger scale across multiple wellness verticals.

Direct peers

• The Paleo Mom: Sarah Ballantyne's paleo-focused educational site with books, e-courses, and free articles covering autoimmune protocol and nutrition. Direct comparable: single-author educational content publisher with paid digital programs in the paleo niche.
• Marks Daily Apple / Primal Blueprint: Mark Sisson's paleo/primal lifestyle blog with educational articles, paid e-courses, books, and branded products. Directly comparable business model: blog-driven acquisition, digital educational products, cookbook and meal-plan offerings in the ancestral-health niche.
• Wellness Mama: Health/wellness content site combining free educational blog with digital products (e-books, courses) and physical goods via e-commerce. Operates an almost identical content-to-product funnel model to paleo.ee, just at much larger scale and English-language.
• The Paleo Diet (Loren Cordain): The foundational English-language paleo diet content and education site founded by Loren Cordain — the same researcher whose book paleo.ee resells. Closest direct peer: educational content author with book sales and meal-plan products in the paleo niche.
• Nom Nom Paleo: Paleo-focused recipe blog with cookbook publishing and digital products. Comparable as content-to-product publisher in the paleo niche; similar reliance on a recognizable author-brand (Michelle Tam) and free editorial content as the funnel driver.

Emerging players

• PaleoHacks: Community-driven paleo content and recipe site with a Facebook-group-style engagement model. Comparable as a smaller, niche player that uses community and free editorial content to capture paleo-curious traffic and monetize via digital products.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Paleo