Fitness

Health Coach Market

Published

1 month ago

December 5, 2024

Report Overview

The Health Coach Market size is expected to be worth around US$ 32.3 billion by 2033 from US$ 16.1 billion in 2023, growing at a CAGR of 7.2% during the forecast period 2024 to 2033.

Increasing awareness of the importance of proactive health management is driving the growth of the health coach market. Health coaches play a pivotal role in helping individuals achieve long-term wellness goals by providing personalized guidance on areas such as nutrition, fitness, stress management, and chronic disease prevention.

The growing prevalence of lifestyle-related conditions like obesity, diabetes, and cardiovascular diseases is fueling demand for health coaches who can offer tailored solutions to improve overall well-being. In July 2024, the Health Coach Institute introduced a virtual health coaching platform designed to expand the reach of health coaches by enabling remote services. This platform includes features such as video conferencing, progress tracking, and personalized coaching plans, making health coaching more accessible and scalable for clients across the globe.

The increasing adoption of digital health tools and telemedicine also presents significant opportunities for the health coach market, as more individuals seek online support to manage their health outside of traditional clinical settings. Additionally, corporate wellness programs and insurance companies are increasingly incorporating health coaching services to reduce healthcare costs and improve employee health outcomes.

As the demand for holistic health services rises, health coaches are evolving from being fitness experts to providing comprehensive wellness support, including mental health and lifestyle counseling. Recent trends indicate a growing focus on behavior change, with coaches using evidence-based techniques to promote sustainable lifestyle modifications. With these advancements, the health coach market is set to expand, driven by innovations in digital platforms, an increasing emphasis on preventative care, and the growing recognition of the value of personalized health guidance.

Key Takeaways

In 2023, the market for health coach generated a revenue of US$ 16.1 billion, with a CAGR of 7.2%, and is expected to reach US$ 32.3 billion by the year 2033.
The service type segment is divided into exercise & fitness coaching, nutrition coaching, lifestyle coaching, chronic condition coaching, weight management coaching, stress management coaching, and others, with nutrition coaching taking the lead in 2023 with a market share of 32.4%.
Considering mode, the market is divided into online and offline. Among these, online held a significant share of 63.7%.
Furthermore, concerning the payment model segment, the market is segregated into employer-sponsored, monthly membership, and others. The monthly membership sector stands out as the dominant player, holding the largest revenue share of 54.2% in the health coach market.
The end-users segment is segregated into hospitals & clinics, corporate organizations, fitness Centre, and individuals, with the fitness Centre segment leading the market, holding a revenue share of 45.8%.
North America led the market by securing a market share of 41.5% in 2023.

Service Type Analysis

The nutrition coaching segment led in 2023, claiming a market share of 32.4% as consumers increasingly prioritize holistic health and wellness. Rising awareness of the importance of proper nutrition in preventing and managing chronic conditions, such as diabetes and cardiovascular diseases, is likely to drive demand for expert guidance in dietary habits.

Additionally, as individuals focus on maintaining healthy lifestyles, nutrition coaching is anticipated to become an essential service for people seeking personalized, science-backed dietary plans. This segment’s growth is further fueled by a growing desire for weight management solutions, increased awareness about food allergies and intolerances, and the desire for healthier eating habits, especially among millennials and the aging population.

Mode Analysis

The online held a significant share of 63.7% as more people seek convenient, accessible coaching services through digital platforms. The growing adoption of smartphones, video conferencing tools, and health apps has made it easier for consumers to access coaching services remotely, contributing to the surge in online health coaching.

Consumers, particularly those with busy schedules, prefer online coaching due to its flexibility and ability to integrate health advice into their daily routines. Additionally, the ongoing COVID-19 pandemic has increased the demand for virtual health services, creating a long-term shift toward digital wellness solutions. The online segment is expected to continue expanding as technology advances and the desire for virtual healthcare remains strong.

Payment Model Analysis

The monthly membership segment had a tremendous growth rate, with a revenue share of 54.2% as more organizations and individuals seek affordable and consistent access to health coaching services. Monthly memberships offer a predictable pricing model that appeals to both employers and consumers looking for ongoing support in achieving wellness goals.

Employers are increasingly investing in health coaching programs as part of their employee wellness initiatives, recognizing the potential for reduced healthcare costs and improved productivity. On the consumer side, a subscription-based model is attractive due to its convenience and cost-effectiveness, allowing individuals to access regular coaching sessions and personalized plans without large upfront costs. This model is projected to expand significantly, particularly within the corporate wellness sector.

End-users Analysis

The fitness Centre segment grew at a substantial rate, generating a revenue portion of 45.8% as more fitness centers integrate health coaching services into their offerings. As gyms and wellness centers aim to provide comprehensive solutions for physical and mental well-being, health coaching is becoming a key component of their service portfolios.

Fitness centers are increasingly partnering with health coaches to provide clients with personalized fitness, nutrition, and lifestyle advice, enhancing member engagement and retention. Additionally, the rise of boutique fitness centers focusing on specialized training and wellness programs is likely to further drive demand for integrated coaching services. As consumers seek more personalized fitness experiences, the fitness center segment is projected to see strong growth within the broader health coach market.

Key Market Segments

By Service Type

Exercise & Fitness Coaching
Nutrition Coaching
Lifestyle Coaching
Chronic Condition Coaching
Weight Management Coaching
Stress Management Coaching
Others

By Mode

By Payment Model

Employer-sponsored
Monthly Membership
Others

By End-users

Hospitals & Clinics
Corporate Organizations
Fitness Centre
Individuals

Drivers

Growing Popularity of Telehealth Services Driving the Health Coach Market

The growing popularity of telehealth services is driving substantial growth in the health coach market. As more people turn to virtual healthcare options for convenience and accessibility, the demand for remote health coaching has significantly increased. Telehealth services allow individuals to access health professionals from anywhere, which is particularly beneficial for those in remote or underserved areas.

In March 2024, Wellness Coaches USA expanded its corporate wellness services by integrating telehealth into its health coaching offerings. This expansion provides employees with more comprehensive support, regardless of their location, and helps improve overall corporate health and productivity.

The growing adoption of telehealth is expected to increase the need for health coaches who can deliver personalized guidance on nutrition, fitness, and wellness remotely. As organizations and individuals alike seek flexible and accessible healthcare solutions, the integration of health coaching into telehealth platforms will continue to drive market growth.

Restraints

Regulatory Challenges Restraining the Health Coach Market

Rising regulatory challenges impede the growth of the health coach market. Health coaching is still a relatively unregulated industry in many regions, which creates significant hurdles for providers looking to expand their services. Many countries and states have strict guidelines on what can and cannot be offered by health coaches, particularly when it comes to giving medical advice or offering services that overlap with those of licensed healthcare professionals.

These regulations can limit the scope of services health coaches can provide, hampering market expansion. Additionally, the lack of clear standards for certification and professional qualifications in health coaching has led to inconsistent service quality, further contributing to the market’s regulatory complexities.

As the demand for health coaching increases, policymakers will likely introduce more comprehensive regulations that could slow growth in the short term, as businesses adapt to new compliance requirements. Health coaches will need to navigate these legal barriers to ensure their services align with regional healthcare regulations, limiting their flexibility in certain markets.

Opportunities

Integration of AI Creating Opportunities for the Health Coach Market

The integration of AI into health coaching services presents a significant opportunity for market expansion. AI-driven technologies have the potential to revolutionize how health coaches engage with clients, offering highly personalized and scalable support. In January 2024, Noom Inc. introduced an AI-powered health coaching platform that provides customized interventions for both mental and physical health.

This platform uses advanced AI technology to boost user engagement and improve health outcomes by delivering tailored recommendations based on individual data. As AI continues to evolve, health coaches will be able to leverage machine learning algorithms to analyze vast amounts of data and offer more effective, data-driven advice to clients.

The growing interest in personalized health and wellness solutions is likely to drive further innovation in the space, with AI playing an increasingly central role in health coaching platforms. As the adoption of AI technology in the healthcare sector grows, the health coach market is expected to benefit from more efficient, cost-effective, and accessible coaching solutions that improve health outcomes for a broader audience.

Impact of Macroeconomic / Geopolitical Factors

Macroeconomic and geopolitical factors significantly influence the growth and accessibility of the health coach market. Economic downturns often lead to reduced consumer spending on non-essential services, which can result in slower adoption of health coaching services. However, as economies recover, disposable income rises, encouraging individuals to invest in personal wellness and preventative healthcare.

Geopolitical factors, such as regulatory changes, international trade policies, and healthcare reforms, can either hinder or enhance the availability of health coaching services across borders. For example, in regions with less stringent regulations, market growth may be accelerated. Conversely, political instability or regulatory barriers in some markets can limit expansion. On a positive note, increasing global awareness of the importance of mental and physical health, along with the growing trend towards preventative healthcare, is likely to fuel the demand for health coaching services, contributing to long-term market growth.

Trends

Rising Surge in Partnerships and Collaborations Driving the Health Coach Market

Rising collaborations and partnerships are driving significant growth in the health coach market, as organizations seek to expand their service offerings and reach a broader audience. High demand for personalized wellness programs has led to the establishment of strategic alliances that combine expertise in coaching, health technology, and behavioral science.

In February 2023, BetterUp formed a strategic partnership with the International Coaching Federation to advance coaching practices. This collaboration focuses on integrating research and developing an evidence-based framework to enhance coaching techniques, ultimately improving service quality and impact. As such partnerships increase, health coaching services are projected to become more effective and widely accessible, further boosting market adoption. This trend is expected to expand the reach of health coaches, providing consumers with more tailored and professional services across various industries.

Regional Analysis

North America is leading the Health Coach Market

North America dominated the market with the highest revenue share of 41.5% owing to increasing consumer awareness of the importance of preventive healthcare and the rising demand for personalized wellness solutions. As more individuals seek to improve their overall health, manage chronic conditions, or achieve specific fitness goals, health coaching has emerged as a viable option.

The pandemic further amplified this trend, with many people realizing the need for better lifestyle management, especially in areas such as nutrition, physical activity, and mental health. In September 2022, the American Council on Exercise (ACE) acquired the Dr. Sears Wellness Institute, expanding its influence in the health coaching market. This strategic acquisition allowed ACE to enhance its capabilities and reach a broader audience, reflecting the growing interest in professional guidance to achieve sustainable health outcomes.

Additionally, an increasing number of corporations have incorporated health coaches into their employee wellness programs, contributing to the market’s growth. The integration of digital health tools and platforms has also played a significant role, enabling coaches to reach clients remotely and offer more flexible, scalable solutions.

The Asia Pacific region is expected to experience the highest CAGR during the forecast period

Asia Pacific is expected to grow with the fastest CAGR owing to a combination of rising health concerns, greater health literacy, and increasing disposable income. Countries like Japan, South Korea, and Australia have witnessed a growing emphasis on wellness and preventive healthcare, with many individuals seeking professional support to manage weight, reduce stress, and improve overall health.

The growing middle class in nations like China and India is likely to accelerate demand for personalized health coaching services as disposable income rises and more people focus on fitness and well-being. Additionally, digital health technologies and mobile apps are anticipated to play a key role in expanding the reach of health coaches, making it easier for individuals to access services remotely.

Increasing awareness of lifestyle-related diseases and the shift toward self-care are projected to further drive demand for health coaches in the region. As a result, the health coach market in Asia Pacific is likely to grow steadily as more people embrace holistic, guided approaches to wellness.

Health Coach Market Regions

Key Regions and Countries

North America
Europe
- Germany
- France
- The UK
- Spain
- Italy
- Russia
- Netherland
- Rest of Europe
Asia Pacific
- China
- Japan
- South Korea
- India
- Australia
- New Zealand
- Singapore
- Thailand
- Vietnam
- Rest of APAC
Latin America
- Brazil
- Mexico
- Rest of Latin America
Middle East & Africa
- South Africa
- Saudi Arabia
- UAE
- Rest of MEA

Key Players Analysis

The major players in the health coach market are actively engaged in the development and introduction of innovative products, as well as implementing strategic initiatives aimed at enhancing their competitive positioning. Key players in the health coach market focus on strategies such as expanding service offerings, leveraging digital platforms, and personalizing health coaching programs to cater to diverse consumer needs.

Companies are integrating technology, such as mobile apps and wearable devices, to track client progress and provide real-time feedback, enhancing engagement and results. Strategic partnerships with wellness organizations, healthcare providers, and corporations help increase reach and credibility. They also focus on increasing brand visibility through targeted marketing campaigns and offering specialized services for niche markets, such as chronic disease management or weight loss.

Furthermore, some players emphasize training and certifying coaches to maintain high-quality standards and ensure a positive client experience. One of the leading companies in the market is Noom, a prominent health and wellness platform that combines digital health coaching with behavioral science. Noom’s growth strategy revolves around offering personalized weight loss and wellness programs through its mobile app, utilizing AI and data analytics to tailor coaching and recommendations.

The company partners with healthcare providers and insurance companies to enhance access to its services, while focusing on creating a supportive community to improve user retention and long-term success. Noom also invests heavily in marketing to reach a broader audience and continues to innovate its offerings to stay ahead of emerging trends in health and wellness.

Top Key Players in the Health Coach Market

Weljii
YourCoach Health
The American Council on Exercise
Firstbeat Life
Happify Health
Health Coach Institute
FMCA
ExpertRating
BrainMD Health
AFPA

Industrial Advantages and Opportunities For Market Players

Health coaches offer substantial business advantages for market players by enhancing customer retention. Their personalized approach fosters stronger client relationships, boosts satisfaction, and increases loyalty. This engagement is vital for maintaining a stable customer base and encourages ongoing participation in health programs.

Incorporating health coaching into service offerings enriches a company’s value proposition. It attracts a broader client base seeking comprehensive wellness solutions, which enhances the market player’s reputation. Improved health outcomes through personalized guidance motivate clients to adopt healthier lifestyles, contributing to better overall health metrics.

Health coaches aid in data collection and personalization, gathering valuable insights into client behaviors and preferences. This information enables companies to deploy more targeted and effective marketing strategies. Additionally, the holistic approach of health coaching can help reduce healthcare costs by managing chronic conditions and reducing medical claims, thus offering significant cost savings.

Offering health coaching can differentiate companies in competitive markets, providing a unique selling proposition that focuses on long-term health and wellness. This strategic positioning helps companies expand into new markets, such as corporate wellness, where there is a high demand for improving employee productivity and reducing absenteeism. The approach aligns well with healthcare regulations favoring preventive care, enhancing compliance and eligibility for potential government incentives.

Recent Developments

In December 2022: YourCoach Health teamed up with Happify Health to offer live coaching services through Happify’s digital platform. This partnership is intended to support individuals in making long-term improvements to their well-being by providing personalized coaching interventions.
In December 2022: Firstbeat Life collaborated with the UK & International Health Coaching Association to deliver health coaching services focused on preventing chronic, lifestyle-related conditions. This initiative targets a broad range of sectors and aims to alleviate the burden of preventable health issues.

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Fitness

I’m A Fitness Expert – These Are The Best Exercises To Do By Age

Published

5 hours ago

January 8, 2025

Press Room

I’m A Fitness Expert – These Are The Best Exercises To Do By Age

Everything changes with age, it seems – from your blood pressure and exercise recovery time, to how many times it’s “normal” to get up and pee at night.

And now, Mark Harris, a fitness expert at Mirafit, has told HuffPost UK the best exercises he thinks people of different ages should do.

After all, YouGov data says exercising more is the second-most popular New Year’s resolution in 2025, after saving money.

“For beginners, it can quickly become overwhelming with so many workout routines out there,” Mark said.

“That’s why I’ve highlighted the best exercises for different generations.”

What’s the best exercise for each age group?

Before we list these, remember that any activity is far better than none ― and if you’ve found a sport or workout that suits you, don’t let us discourage you.

With that said, Harris recommended trying the following if you’re not sure where to begin:

1. Teens

Teens should “prioritise workouts that focus on aspects such as strength and endurance ― aiming to build up muscle and improve general fitness and stamina,” Harris says.

That can take the form of football and rugby, which is social and mentally stimulating, or bodyweight workouts like squats (that don’t require costly equipment).

“Over time, teenagers can also incorporate resistance bands into workouts,” Harris adds.

“At this age group, it’s all about establishing a healthy relationship with fitness.”

2. Young adults

Though all fitness goals are great at this age, Mark suggests the focus should remain on improving strength and endurance.

Cardio like running, swimming and cycling can boost your stamina while also strengthening your body, while yoga can help with all-important balance and flexibility.

“I also advise that young adults incorporate strength training into their fitness routines, exercises such as deadlifts and bench presses are useful for improving bone density, toning figures and maintaining a healthy weight,” the expert continued.

3) Middle-aged adults

This is a good time to focus on joint and cardiovascular health as Harris suggested “at this age, it’s all about maintenance and trying to prevent any unnecessary injuries”.

Low-impact cardio, like walking, cycling, and swimming, is easier on joints; yoga and other flexibility routines can prevent muscle stiffness.

“Furthermore, for middle-aged individuals, I suggest involving some sort of strength training exercises in routines,” Harris commented.

“This is essential as it can protect against muscle loss, ensuring the body maintains all the strength it needs to function healthily.”

4. Older adults

The fitness pro said that while exercising is important for all ages, it’s especially vital for older adults, “helping maintain agility, balance and general wellbeing”.

With that said, he thinks routines for older adults can be “lower intensity” and still effective. Their main focus should be on boosting movement ― short walks, water aerobics and yoga are all great options.

“Falls can be catastrophic for people of this age and that’s why it’s vital to take routines slowly, focusing on the form rather than the speed,” Harris said.

Of course, these are just guidelines. If you feel overwhelmed by where to start ― no matter what age you are – you should aim to reach the NHS’ fitness goals (150 minutes of moderate-intensity activity or 75 minutes of intense workouts) a week if you can.

Fitness

Exercise prior to cancer diagnosis reduces disease progression and mortality risk

Published

13 hours ago

January 8, 2025

Press Room

Exercise prior to cancer diagnosis reduces disease progression and mortality risk

Regular physical activity before a cancer diagnosis may lower the risks of both disease progression and death, suggests research published online in the British Journal of Sports Medicine.

And even relatively low levels of physical activity may be advantageous, the findings indicate.

There is compelling evidence that physical activity has a key part to play in lowering the risk of death from cancer, but the evidence isn’t as conclusive for its role in disease progression, explain the researchers.

To explore this further, they analysed anonymised data from the Discovery Health Medical Scheme (DHMS), linked to the Vitality health promotion programme. The DHMS is the largest open medical plan in South Africa, covering approximately 2.8 million beneficiaries.

All Vitality programme participants are rewarded for adopting healthy lifestyle behaviours, earning points for physical activity, recorded by activity trackers, logged gym attendance, or registered participation in organised fitness activities.

Activity type, frequency, duration and intensity are recorded and translated into weekly minutes of exercise.

In all, 28,248 Vitality programme members with stage 1 cancers, and comprehensive physical activity data for the year preceding diagnosis, were included in the study, which spanned the period 2007 to 2022.

Breast and prostate cancers were the most common cancers, comprising 44% of the study total.

The length of time between initial diagnosis and disease progression, death, or exit from the study ranged from 1 month to nearly 13 years.

Cancer didn’t progress in nearly two thirds of the total sample (65.5%), but in just over a third (34.5%) it did. And while 81% survived, 19% died before the end of the study. The average time to death was 20 months and the average time to progression was 7 months.

Levels of physical activity in the year before diagnosis were categorised as none recorded (17,457; 62% of participants); low, equal to 60 or fewer weekly minutes (3722;13%); and moderate to high, equal to 60 or more weekly minutes of moderate intensity physical activity (7069; 25%).

After accounting for potentially influential factors, including age at diagnosis, sex, economic and social position, and co-existing conditions, rates of cancer progression and death from any cause were lower among those who were physically active in the year preceding their diagnosis.

The odds of disease progression were 16% lower for those who had engaged in low levels of physical activity in the preceding year than among those who hadn’t recorded any physical activity, while the odds for those who had engaged in moderate to high levels were 27% lower.

Similarly, the odds of death from any cause were 33% lower among those who had engaged in low levels of physical activity compared with those who hadn’t recorded any, and 47% lower for those who had managed moderate to high levels.

Two years on from diagnosis, the likelihood of no disease progression among those with no recorded physical activity in the year before diagnosis was 74%, compared with 78% and 80%, respectively, for those achieving low and moderate to high levels of physical activity.

While the likelihood of disease progression increased as time went on, it was still lower for those who had clocked up some level of physical activity in the year preceding their diagnosis.

After 3 years, the likelihood of no disease progression was 71%, 75%, and 78%, respectively, for none, low, and moderate to high levels of physical activity. And after 5 years, it was 66%, 70%, and 73%, respectively.

Similar patterns were evident for death from any cause. Two years after diagnosis, the probability of survival among those with no documented physical activity in the year preceding diagnosis was 91% compared with 94% and 95%, respectively, among those who had recorded low and moderate to high levels.

The equivalent probabilities of survival 3 years after diagnosis were 88%, 92%, and 94%, respectively, and 84%, 90%, and 91%, respectively, after 5 years.

This is an observational study, and as such, can’t establish cause and effect. And the researchers acknowledge that they weren’t able to account for other potentially influential factors, such as smoking and alcohol consumption, while the data on weight (BMI) were incomplete.

But there are several plausible biological explanations for the findings, they suggest, chief among which is the way in which physical activity strengthens immunity by increasing numbers of natural killer cells, lymphocytes, neutrophils and eosinophils.

Physical activity may also lower the progression risk of hormone sensitive cancers, such as breast and prostate cancers, by regulating oestrogen and testosterone levels, they add.

“Physical activity may be considered to confer substantial benefits in terms of progression and overall mortality to those diagnosed with cancer,” they write.

“In a world where cancer continues to be a significant public health burden, the promotion of physical activity can yield important benefits regarding the progression of cancer as well as its prevention and management,” they conclude.

Source:

Journal reference:

Mabena, N., et al. (2025). Association between recorded physical activity and cancer progression or mortality in individuals diagnosed with cancer in South Africa. British Journal of Sports Medicine. doi.org/10.1136/bjsports-2024-108813.

Fitness

The new Start TODAY app is a personal trainer and dietitian in your back pocket

Published

21 hours ago

January 7, 2025

Press Room

The new Start TODAY app is a personal trainer and dietitian in your back pocket

Fitness challenges, meal plans, daily inspiration — the new Start TODAY app has it all!

The app, which launched on Dec. 26, 2024, was inspired by our Start TODAY community, which came together during the pandemic as a way to improve physical and mental health.

The app’s “Chief Motivation Officer” is a man who has inspired TODAY fans for decades — Al Roker. He’s joined by Stephanie Mansour, TODAY Fitness Contributor, and a team of best-in-class personal trainers and dietitians to help you make your health goals a reality with step-by-step routines and workouts, meal plans, expert advice and more.

There are three main pillars in the app:

Fitness
Nutrition
Inspiration

Here’s what to know, plus how to sign up and get started!

Fitness in the Start TODAY app

Our fitness experts have created 7-day, 14-day and month-long challenges across 12 disciplines to fit any type of lifestyle and schedule.

“Over the last eight years, we’ve been creating workout challenges with TODAY.com and the TODAY show and using a fine-toothed comb to see what our viewers love and what they want more of,” Mansour said. “Our viewers and Start TODAY members have told us that they love walking, walking workouts, accessible strength training routines, workouts with modifications, stretch routines to help reduce pain and increase flexibility, as well as using simple equipment like a yoga mat, dumbbells, or resistance bands.”

The Start TODAY app customizes the categories to match your interests, whether you’re a beginner or more advanced. They also are tailored so that they do not require a ton of space — you can do them at the gym, at home or even outside.

You can jump right in with our January indoor walking challenge, which can help make exercise a habit in just 13 minutes a day.

“The January workout challenge is a walking challenge to get you moving anywhere, anytime, even when it’s freezing outside!” Mansour said. “Because our walking workout challenges have been so popular among our Start TODAY community and on TODAY.com, we’ve stepped it up with daily workout videos that you can follow along with directly in the app.”

In this month’s challenge, Mansour leads Al Roker through moves like forward kicks and hammer curls — and features two popular Start TODAY members demonstrating modifications and adjustments so you can get the most out of your workout.

A big focus is to take the guesswork out of your daily workout and avoid boredom to keep you on track for your fitness goals. Many of the challenges include guided audio walking workouts with Al, Stephanie and other trainers.

The fitness workouts and challenges on the app are across all the following categories:

Yoga
Meditation
Mobility
Walking
Barre
Dance cardio
Strength
Resistance bands
Core
Flexibility
Cardio
HIIT

Personal trainer Lacee Green, known as The Curvy Girl Trainer on social media, gave a glimpse at some of the workouts on TODAY on Jan. 2. She shared her special brand of enthusiasm and inspiration that will help get you moving in 2025.

“It’s all about fitness for everybody and every body,” Green said. “Finding the joy and dropping the judgment. It’s just starting where you are, loving who you are right where you are as you work on who you’re becoming.

“When you think about 10 years from now, you’re not going to be thinking about a number on a scale or a pant size,” she continued. “You’re going to be thinking about, ‘I’m so grateful that I put the habits in place to lead a happy and healthy lifestyle with movement that feels good.’ Whenever fitness is fun, that means you’re doing it right.”

Meal plans on the Start TODAY app

Led by registered dietitian and TODAY nutrition editor Natalie Rizzo, the Start TODAY app takes the frustration out of healthy eating by doing the work for you.

Proper nutrition is key to reaching your health goals. “Fitness is a crucial part of a health journey, but it’s impossible to reach all your health goals without a well-balanced diet full of healthy foods. As a matter of fact, nutrition plays a pivotal role in your fitness journey. Food supplies energy for exercise and help the muscles recover and grow stronger after a workout,” Rizzo explains.

The meal plans are broken down into five categories based on individual goals:

Budget-friendly
Heart-healthy
Quick and easy
Mediterranean diet
Weight loss

Each week, Rizzo analyzes hundreds of recipes to bring you the ones that will best fit your plan and take the guesswork out of healthy eating.

“For example, for the heart-healthy plan, as a dietitian I know that you want to look for things high in fiber, high in omega-3s and ingredients like potassium, so I go through the recipes to find those types of ingredients.”

The meals in the quick and easy plan can be on the table in 30-minutes or less, while the budget-friendly plans may include potatoes, ground beef or canned beans that are relatively inexpensive.

Each week’s plan includes three breakfasts, four lunches, and seven dinners to give you variety while keeping things manageable. Additionally, each recipe comes with a brief explanation of why it’s included and the health benefits it provides. Each weekly meal plan comes with a shopping list to make healthy eating even easier.

“My nutrition knowledge is put into these meal plans so people don’t have to do this research themselves,” Rizzo said.

Inspiration on the Start TODAY app

Of course, you might need some words of wisdom to help you fit that workout in or eat that healthy meal on a day when everything feels like a struggle.

Our inspiring personal trainers, meditation experts and dietitians will share some ways to get up and moving when you’re stuck in a rut. And Al Roker has you covered with daily inspiration and advice about how he’s stayed on track during tough times.

Another important component of the app is helping you build healthy habits with daily prompts to take small actions that can add up to big improvements over time.

Whether it’s taking a deep, cleansing breath, starting the day with a smoothie or drinking more water, these simple goals can give your day a boost.

To join the Start TODAY community and get walking workouts and podcasts with Al Roker, download the Start TODAY App! Subscribe for $65.99 + tax per year (or $9.99 + tax per month) auto-charged until canceled. But if you subscribe to an annual plan today, you’ll automatically get 30% off the first year. That’s less than $5 per month for the first year! Terms apply. Offer ends 1/12/25. After the discount ends, you will be automatically charged $65.99 (plus tax)/year for an annual subscription or $9.99 (plus tax)/month for a monthly subscription until you cancel. Cancel anytime through Apple under Profile Settings.