Optavia is a health and wellness company that operates as a subsidiary of Medifast, Inc., a publicly traded company founded in 1980 and headquartered in Baltimore, Maryland. The Optavia brand was launched in 2017 as Medifast's direct-to-consumer channel, replacing its previous Take Shape For Life program. Optavia has quickly become the primary growth driver for Medifast, offering scientifically developed weight management and optimal health programs through a network of independent health coaches. The company is built on decades of Medifast's expertise in nutrition science and medically formulated meal replacements, making it one of the most established names in the health and wellness direct selling space.
Optavia offers a comprehensive line of proprietary products called Fuelings, which are portion-controlled, nutritionally balanced meal replacements designed to support healthy weight management and overall wellness. The Fuelings come in various forms including bars, shakes, soups, cereals, and snacks, with over 60 options available to provide variety and convenience. The company's flagship programs include the Optimal Weight 5 & 1 Plan, which combines five Optavia Fuelings with one Lean and Green meal per day, and the Optimal Health 3 & 3 Plan for weight maintenance. Optavia also offers the Optavia ACTIVE line for fitness enthusiasts and various support tools including the Optavia app, which helps clients track their progress and access recipes and resources. All products are developed with input from scientific and medical advisory boards.
Optavia provides a business opportunity through its network of independent Optavia Coaches who share the programs and products with clients while providing ongoing support and accountability. Coaches typically start their journey as clients who have experienced personal success with Optavia programs and are passionate about helping others achieve their health goals. The compensation plan rewards coaches for personal client acquisition and product sales, as well as for mentoring and developing new coaches within their organization. Optavia invests heavily in coach training, providing certification programs, leadership development resources, and a supportive community environment that emphasizes both personal health transformation and professional growth.
Optavia operates primarily in the United States, which represents its largest market, with expanding operations in Hong Kong, Singapore, and other select international markets. As a subsidiary of the publicly traded Medifast, Inc., Optavia benefits from strong corporate infrastructure, rigorous quality standards, and significant investment in product research and development. The company continues to explore strategic international expansion opportunities while maintaining its focus on delivering clinically proven health and wellness programs to its growing customer and coach base.
Optavia Independent Coaches earn through client program sales (Fuelings), team overrides, and client acquisition bonuses. The plan emphasizes building a base of active health clients.
Coach > Certified Coach > Senior Coach > Manager > Director > Executive Director > Regional Director > National Director > Global Director
Must be on personal Fuelings order (approximately $250-$400/month). Must have minimum number of active clients. Higher ranks require minimum active coaches and organizational client volume.
