eDiets.com

About eDiets.com

eDiets.com operates as an online service providing professional dietary, nutritional, and exercise advice. The company was established in 1996 by American internet entrepreneur David R. Humble, who, after being unable to secure investors, self-funded the venture with $500,000. Humble, who passed away in 2022, was a serial entrepreneur with a history of founding and publicly listing companies like CheckRobot, Inc. and Advanced Promotion Technologies, Inc., and was a patent holder for inventions such as the self-checkout system and anti-shoplifting security tags.

The business operates on a subscription-based model, offering personalized weight-loss and nutrition programs through its proprietary software. Clients input personal details such as physical description, activity level, and eating habits, which the software uses to generate customized diet and fitness plans. The platform offers a variety of diet plans, including well-known options like the Atkins Nutritional Approach, the Mayo Clinic Plan, and its own proprietary program. Revenue is generated from these monthly subscriptions, with additional fees for features like a recipe club, one-on-one trainer access, and a meal delivery service.

The core service provides members with weekly meal plans, corresponding grocery shopping lists, and custom fitness programs. A significant component of the service is member support, which includes over 120 specialized online support groups, a mentorship program pairing new and existing members, and access to a panel of experts for feedback and guidance. Over its history, the company has seen several strategic shifts, including a partnership with Tesco in the UK, an acquisition by As Seen On TV, Inc. in 2013 for approximately $13 million, and the subsequent sale of its meal delivery business to focus on its digital platform.