What Fuel Forward LLC does

Fuel Forward LLC is a privately held, Boston-based performance nutrition consulting practice founded in 2018 by Mary Ellen Kelly, a board-certified sports dietitian (CSSD) with approximately 20 years of experience across MLB, WNBA, NFL, and NCAA athletics. The firm delivers individualized nutrition coaching and team-level nutrition services to athletes ranging from high school and recreational competitors through college and professional ranks, with a stated mission to translate complex nutrition science into practical fueling strategies. Its core offering is structured in two tiers — KICK OFF (a 2-part initial evaluation, customized fueling strategy, and one follow-up session) and LEVEL UP (ongoing coaching with two follow-up sessions per month) — supplemented by customized consultation packages for schools, teams, clubs, and organizations that can include group education, comprehensive nutrition evaluation, and individual coaching.

The firm operates through a hybrid in-person (Boston area) and virtual delivery model, supported by a team of four named registered dietitians (Mary Ellen Kelly, Kristin Pirigyi MS RD CSSD, Kailah Murphy MS RD, and Amanda Feldman MS RD). Its revenue model combines a recurring subscription-style individual coaching motion with professional-services engagements for organizations, plus ancillary revenue from speaking engagements, media appearances, and food brand consultation. Go-to-market relies on a free 15-minute discovery call, content marketing through a "Fuel for Thought" blog, organic social media (Instagram and the founder's LinkedIn), and referral-driven demand powered by testimonials from elite athletes and sports executives. The business is entirely founder-owned, with no external funding, no parent company, and no disclosed financial metrics.

Underlying technology is minimal: the website is hosted on Wix, there are no APIs, mobile apps, or disclosed integrations, and no AI/ML capabilities are claimed. The differentiator rests almost entirely on the clinical credentials, league experience, and personal brand of the founder and her team, supported by a content library and reciprocal referral partnerships with Elliott Physical Therapy and Sport Psychologist NY. Pricing is not publicly disclosed and is structured through subscription-style coaching engagements and bespoke organization packages.

Name

Fuel Forward LLC

Legal name

Fuel Forward LLC

Website

https://fuelforward.me

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Fuel Forward LLC is a Boston-based, founder-owned sports nutrition consulting practice delivering individualized and team-level performance nutrition coaching for athletes and active individuals, led by a team of registered dietitians headed by Mary Ellen Kelly.

Ownership category

akta.pro rank

Product category

Sports Nutrition Consulting

NAICS

Diet and Weight Reducing Centers (812191)

akta.pro primary industry

Sports Nutrition & Performance Fueling (HSADAFAD)

akta.pro secondary industry

Weight Loss Coaching (Non-Clinical) (HSADAFAB)

Keywords

• Sports nutrition consulting
• Performance nutrition coaching
• Athlete nutrition services
• Team nutrition consulting
• Registered dietitian services

Headquarters

HQ city

Boston

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, Technology or R&D, Infrastructure

Revenue model

1. Individual Nutrition Coaching: One-on-one nutrition coaching services structured in phases: KICK OFF (initial 2-part evaluation, customized strategy, and one follow-up session) and LEVEL UP (ongoing 2 follow-up sessions per month with individualized resources). Provides recurring revenue through ongoing client relationships.
2. Team and Organization Services: Customized consultation packages for schools, teams, clubs, and organizations including team/group nutrition education programs, comprehensive nutrition evaluation, and individual coaching packages. One-time professional services engagements.
3. Speaking, Media, and Food Brand Consultation: Additional services including speaking engagements, media appearances, and food brand consultation for additional revenue streams.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Fuel Forward is a Boston-area-based and virtual performance nutrition consulting practice that delivers individualized nutrition coaching (KICK OFF initial evaluation and LEVEL UP ongoing coaching) for athletes and active individuals, plus customized consultation packages for schools, teams, clubs, and organizations. Services are delivered by a small team of Registered Dietitians led by Mary Ellen Kelly, with additional offerings including speaking engagements, media appearances, and food brand consultation.

Product overview

Fuel Forward LLC is a performance nutrition consulting practice offering personalized nutrition coaching and services for athletes and active individuals. The company operates as a service-based business rather than a software platform. The core offerings consist of three main service tiers: KICK OFF (initial evaluation and strategy), LEVEL UP (ongoing coaching), and Customized Consultation Services (for organizations). Additional services include speaking engagements, media appearances, and food brand consultation. Services are delivered by a team of Registered Dietitians led by Mary Ellen Kelly, providing both individual coaching and team/organization packages through a Boston-area-based and virtual practice.

Differentiator

Problem solved

Functional benefit

Products and services

• KICK OFF Initial performance nutrition service featuring a 2-part evaluation and customized fueling strategy, plus one follow-up session to track progress. Targeted at individual athletes and active individuals entering coaching.
• LEVEL UP Ongoing nutrition coaching selected by most clients for at least 1-2 additional months after KICK OFF. Provides 2 follow-up sessions per month with individualized resources available. Subscription-based monthly engagement.
• Customized Consultation Services Tailored nutrition packages for schools, teams, clubs, and organizations, including team/group nutrition education programs, comprehensive organizational nutrition evaluation, and individual coaching packages.
• Speaking Engagements Speaking engagement services for events, organizations, and teams covering performance nutrition topics, available for hire as a standalone service.
• Media Services Media consultation and appearance services provided to outlets and organizations seeking sports nutrition expertise.
• Food Brand Consultation Consultation services for food brands seeking nutrition expertise on product development, performance claims, and athlete-focused nutrition strategy.

Quantifiable outcome

• Successful weight gain and lean mass increase for high school athletes within 3 months of coaching

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• Elliott Physical TherapyminorStrategic or Co-development PartnerFuel Forward is a proud partner of Elliott Physical Therapy, a Boston-based physical therapy practice specializing in sports rehabilitation. The partnership provides integrated care for athletes requiring both nutrition and physical therapy services.
• Sport Psychologist NYminorStrategic or Co-development PartnerFuel Forward is a proud partner of Sport Psychologist NY, a sports psychology practice. The partnership offers athletes comprehensive performance support combining nutrition and mental performance services.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Precision Nutrition: Precision Nutrition is one of the largest private nutrition coaching and certification companies, offering 1:1 coaching for fitness professionals and general consumers. Comparable to Fuel Forward in providing structured, subscription-based nutrition coaching with a discovery-call sales motion, though at much larger scale and broader target market.
• Renaissance Periodization: Renaissance Periodization is a sports nutrition and training consulting practice founded by Dr. Mike Israetel, offering personalized nutrition and hypertrophy coaching to athletes and serious lifters. Highly comparable to Fuel Forward as a small-team, evidence-based sports nutrition consulting brand with premium positioning and direct-to-consumer coaching products.
• Nutritious Life by Keri Glassman: Nutritious Life is a nutrition and wellness brand founded by celebrity registered dietitian Keri Glassman offering 1:1 coaching, courses, and content. Comparable to Fuel Forward as a celebrity-RD-led nutrition consulting practice with content, courses, and individual coaching products targeting wellness-minded consumers.

Broad incumbents

• EXOS: EXOS is a large sports performance and wellness company offering integrated training, nutrition, physical therapy, and mental performance services to professional athletes, teams, and corporate clients. Comparable to Fuel Forward in delivering sports nutrition within a broader performance framework, though at much greater scale and as part of a comprehensive B2B offering.
• Noom: Noom is a large-scale digital health platform offering personalized nutrition coaching via a combination of mobile app technology and human coaching. Comparable to Fuel Forward in the consumer nutrition coaching category but operates at venture-backed scale with a tech-platform delivery model rather than boutique 1:1 practice.

Emerging players

• Nourish: Nourish is a telehealth platform connecting users with registered dietitians for virtual nutrition counseling across specialties including sports and performance nutrition. Comparable to Fuel Forward as a delivery mechanism for RD-led nutrition coaching, though Nourish operates as a multi-RD marketplace rather than a single branded practice.
• Wellory: Wellory is a digital platform that matches users with registered dietitians for personalized nutrition coaching delivered virtually. Comparable to Fuel Forward in providing RD-led nutrition coaching to individuals, though structured as a tech-enabled marketplace with broader nutritional use cases beyond sports performance.
• InsideTracker: InsideTracker provides personalized nutrition and performance recommendations based on biomarker testing, targeting athletes and high-performance individuals. Comparable to Fuel Forward in targeting performance-focused customers with science-based nutrition advice, though delivered via a data/technology platform rather than 1:1 dietitian consultations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fuel-forward-llc
• Instagraminstagram.com/fuelforwardllc
• Facebookfacebook.com/fuelforwardllc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Fuel Forward LLC