As fitness franchising becomes increasingly crowded, some entrepreneurs are flocking instead to nutrition-first concepts like Project LeanNation
Fitness and longevity franchise concepts have surged as consumers grow more health-focused, but there’s still room for another kind of health-driven business, one built squarely on nutrition.
That’s the lane Project LeanNation is scaling as it grows to 34 open locations with another 47 in development. The franchise offers chef-crafted, microwavable prepared meals paired with personalized nutrition coaching, operating across two core revenue streams: recurring subscription memberships and grab-and-go retail sales of ready-to-eat meals, shakes and snacks.
Sample menus include items such as breakfast pizza, steak tacos, turkey lasagna and pasta.
Notably, it all runs without an on-site kitchen.
The concept is now actively recruiting franchise partners across major Florida markets, as well as Nashville, Phoenix, Boston and Houston. The estimated initial investment ranges from $237,500 to $354,000, according to the company’s website.
“Our mission is to build the health of our communities by empowering individuals with support, education, technology and nutritious meals,” Project LeanNation CEO Tim Dougherty said. “Being a purpose-driven company does not mean being the biggest. It means being the best in terms of member value, our commitment to the client experience and consistent, predictable growth.”
Technology plays a supporting role through an app that allows customers to order meals, schedule deliveries and track progress. On the product side, Project LeanNation rotates a menu of more than 24 meals, spanning everyday nutrition options and athlete-focused meals with larger portions and higher protein and calorie targets to support more demanding training regimens.
The appeal of convenience and outsourced meal prep is intensifying as another force reshapes eating habits nationwide: GLP-1 weight-loss drugs. Recent Gallup data shows that 12.4% of U.S. adults now report using medications like Ozempic and Wegovy for weight loss, more than double from early 2024.
Familiar faces are getting in on the action, too. Actor, television host and fitness advocate Mario Lopez recently joined quick-serve smoothie franchise Fresh Monkee as a franchise partner, with plans to lead the brand’s expansion across California.
Founded in 2014, Fresh Monkee offers protein shakes made with fresh fruits, vegetables and high-quality protein.
“Our mission is to provide genuine, unpretentious food that’s both delicious and convenient,” founder Judy Flynn said. “Partnering with Mario, who embodies a healthy and active lifestyle, allows us to reach more people seeking nutritious options.”
