Real Nutrition

What Real Nutrition does

Real Nutrition NYC is a privately held, founder-led nutrition counseling practice founded by Amy Shapiro, MS, RD, in 2009 and headquartered at 330 W 58th St Suite 310 in New York City. The practice delivers science-driven, personalized nutrition counseling to individuals covering weight management, GLP-1 support, hormonal health, fertility, gut health, and clinical nutrition needs, offered both in-person at the NYC office and virtually via the Healthie booking platform. Its service portfolio spans three core lines: (1) individual nutrition counseling, (2) corporate wellness programming for clients such as Daily Harvest, Nike, Hilton, Deloitte, Novartis, WeWork, and Morgan Lewis & Bockius LLP, and (3) media and brand partnership work including spokesperson, advisory board, recipe development, and content creation roles.

The business operates on a hybrid professional services model. Individual counseling is priced via subscription or pay-as-you-go session packages and is fronted by a free 15-minute consultation as a lead-conversion mechanism. Corporate wellness engagements are custom-priced and sold via direct enterprise outreach. Complementary revenue streams include the Real Reset 3-Day ($39) and 5-Day ($99) digital detox meal-plan products sold through the website shop, a curated Amazon storefront of recommended nutrition products, and an affiliate program with brands such as Further Food, BTR Nation, MindBodyGreen, and Wild. Distribution spans the owned website, Healthie scheduling, Amazon, and earned media across 40+ major publications including Vogue, the Wall Street Journal, New York Magazine, Women's Health, Mind Body Green, Prevention, Men's Health, Elle, Today, and NBC. The practice is bootstrapped with no disclosed external funding, no parent company, and no subsidiaries, and announced a brand refresh in March 2026 after 17 years in operation.

Name

Real Nutrition

Legal name

Real Nutrition NYC

Website

https://realnutritionnyc.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Real Nutrition NYC is a founder-led nutrition counseling practice offering personalized 1:1 nutrition counseling, corporate wellness programming, media expertise, and digital detox products to individuals and enterprises from its New York City office and virtual platform.

Ownership category

akta.pro rank

Product category

Nutrition Counseling Services

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Medical Nutrition Therapy (Registered Dietitian) (HSADAFAE)

akta.pro secondary industries

General Nutrition Coaching (HSADAFAA), Corporate/Workplace Nutrition & Weight Management Programs (HSADAFAO), Prenatal, Postpartum & Fertility Nutrition (HSADAFAK)

Keywords

• Nutrition counseling services
• Corporate wellness programs
• Digital meal plan programs
• Registered dietitian practice
• Weight management counseling

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual Nutrition Counseling: One-on-one personalized nutrition counseling sessions for individuals covering weight loss, whole-body wellness, family planning, and clinical nutrition needs. Sessions offered in-person in NYC and virtually.
2. Corporate Wellness Services: Customized corporate wellness programming including worksite wellness, speaking engagements, on-site/virtual employee nutrition counseling, pantry makeovers, and catering menu curation for enterprise clients.
3. Digital Products (Real Reset Programs): Pre-packaged digital detox/reset meal plans sold as one-time purchases. Includes 3-day ($39) and 5-day ($99) programs with meal plans, recipes, grocery lists, and supplemental guides.
4. Amazon Store: Curated Amazon storefront selling recommended nutrition products, meal prep tools, supplements, and snacks.
5. Affiliate Revenue: Affiliate partnerships with health/wellness brands (Further Food, BTR Nation, Spring Mulberry, MindBodyGreen, Wild, etc.) offering discount codes to customers with Real Nutrition receiving referral commissions.
6. Media & Brand Partnerships: Nutrition expert/expert spokesperson services for media outlets and brands, including content creation, recipe development, nutrition analysis, and advisory board roles.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Real Nutrition NYC is a registered dietitian-led nutrition counseling practice that delivers 1:1 personalized nutrition counseling to individuals covering weight management, hormonal health, fertility, prenatal/postnatal nutrition, GLP-1 support, gut health, and other clinical nutrition needs. It also provides corporate wellness programming (on-site and virtual), media/brand partnership services, and digital meal plan products (Real Reset 3-day and 5-day detox programs). Services are offered in-person in NYC and virtually via the Healthie booking platform.

Product overview

Real Nutrition NYC is a nutrition counseling and wellness services practice offering personalized nutrition counseling and corporate wellness programming. The core offerings include: (1) Personalized Nutrition Counseling for individuals covering weight management, GLP-1 support, hormonal health, fertility, gut health, and clinical nutrition; (2) Corporate Wellness Services including on-site/virtual programming, speaking engagements, and menu curation; (3) Media & Brand Partnerships positioning Amy Shapiro as a nutrition expert source; and (4) Digital products including the Real Reset 3-Day ($39) and 5-Day ($99) Detox Programs with meal plans, recipes, and shopping lists. The practice also maintains an Amazon Storefront and affiliate partnerships for recommended supplements and wellness products.

Differentiator

Problem solved

Functional benefit

Products and services

• Personalized Nutrition Counseling

Quantifiable outcome

• Client testimonials report significant weight loss results within 2-4 months of counseling (e.g., 25 lbs lost in 4 months)
• +1 more outcomes

Named customers4 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

Partnerships

17 partnerships are on record, tiered core and minor.

• Daily HarvestcoreStrategic or Co-development PartnerAmy Shapiro serves as the brand's nutritionist, providing expertise for content creation, recipe development, and supporting Daily Harvest's mission to make healthy food accessible. Works closely with founder Rachel Drori on brand initiatives.
• Fresh BelliescoreStrategic or Co-development PartnerAmy Shapiro serves as an advisor to Fresh Bellies, providing expertise in childhood nutrition and helping educate families about healthy eating practices from first foods through childhood.
• NikeminorGTM or Marketing PartnerBrand partnership for nutrition expertise related to athletic performance and wellness content.
• HiltonminorGTM or Marketing PartnerCorporate wellness partnership providing nutrition programming and content for Hilton employee wellness initiatives.
• NovartisminorGTM or Marketing PartnerCorporate wellness partnership providing nutrition education content for Novartis employees.
• DeloitteminorGTM or Marketing PartnerCorporate wellness partnership providing nutrition programming for Deloitte employees.
• WeWorkminorGTM or Marketing PartnerCorporate wellness programming including nutrition education and employee counseling services for WeWork locations.
• Morgan, Lewis & Bockius LLPminorGTM or Marketing PartnerCorporate wellness webinar series on nutrition topics including 'Surviving the Lunchtime Blues' for administrative staff.
• History ChannelminorGTM or Marketing PartnerMedia partnership for nutrition content appearing on the History Channel platform.
• Further FoodminorGTM or Marketing PartnerAffiliate partnership offering 18% discount on Further Food collagen and wellness products using code REALNUTRITION18.
• BTR NationminorGTM or Marketing PartnerAffiliate partnership offering 15% discount on BTR Nation protein bars using code REALNUTRITION.
• MindBodyGreenminorGTM or Marketing PartnerAffiliate partnership for MindBodyGreen wellness products with special offers for Real Nutrition audience.
• WildminorGTM or Marketing PartnerAffiliate partnership offering 20% discount on Wild wellness products using code REALNUTRITION20.
• Turnberry Isle Country ClubminorGTM or Marketing PartnerWellness partnership providing nutrition expertise for country club members and programming.
• TwinlabminorGTM or Marketing PartnerBrand partnership for supplement and nutrition product expertise.
• AgniminorGTM or Marketing PartnerBrand partnership for nutrition content related to Agni products.
• Castle ConnollyminorGTM or Marketing PartnerWellness partnership positioning Amy Shapiro as a recognized nutrition expert through Castle Connolly network.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Others

• MyFitnessPal: Widely-used nutrition tracking app with food database and calorie counting. Functionally adjacent: Real Nutrition NYC's clients often use tracking tools, and the platform overlaps with the broader nutrition-coaching ecosystem.
• MindBodyGreen: Wellness media platform publishing evidence-based content on nutrition, health, and wellness. Overlaps with Real Nutrition NYC's media presence and affiliate partnership — both compete for consumer attention in wellness content.
• Healthie: Platform for nutrition and wellness practitioners offering scheduling, charting, and telehealth. Real Nutrition NYC uses Healthie for booking, so it's an infrastructure partner rather than a competitor, but operates in the same practitioner enablement space.

Broad incumbents

• Noom: App-based behavioral change and weight management platform with coaching and digital tools. Operates as a broader incumbent in the weight loss and nutrition coaching space where Real Nutrition NYC competes.
• Virta Health: Digital health company providing clinical nutrition therapy for diabetes, prediabetes, and obesity — overlapping with Real Nutrition NYC's clinical nutrition and weight management services, with a heavier technology and clinical-trial orientation.
• WW (Weight Watchers): Large incumbent weight management program offering structured coaching, digital tools, and community support. Represents the scaled, mainstream version of Real Nutrition NYC's weight loss coaching service.

Direct peers

• Wellory: Nutrition coaching service offering virtual 1:1 sessions with registered dietitians, with strong emphasis on corporate wellness and employer partnerships. Mirrors Real Nutrition NYC's hybrid individual/corporate model.
• Fay Nutrition: Online platform offering virtual nutrition counseling with registered dietitians for weight loss and clinical conditions. Directly competes with Real Nutrition NYC's virtual 1:1 counseling offering and accepts insurance.
• Nourish: Telehealth platform connecting patients with registered dietitians for virtual 1:1 counseling, similar to Real Nutrition NYC's individual nutrition practice. Covers weight management, diabetes, eating disorders, and clinical nutrition with insurance coverage.

Emerging players

• PlateJoy: Personalized meal planning and nutrition platform offering customized meal plans and grocery lists. Comparable to Real Nutrition NYC's Real Reset digital detox programs and meal-planning content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@RealNutritionNYC
• Instagraminstagram.com/realnutrition
• TikToktiktok.com/@amyshapirord
• Xx.com/RealNutritionNY
• Facebookfacebook.com/realnutritionnyc
• LinkedInlinkedin.com/company/real-nutrition-nyc

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 Real Nutrition