MyFormulary LLC
Location: 410 Clifton Ave, Minneapolis, Minnesota, United States United States
Founded in: 2011
Stage: Post-launch
Number of employees: 6-15
Funding history:
- Date: 12/2018, IPO: undisclosed amount
Investors: Alex Danzberger
Short URL:
Followers (8)
Awards and mentions
The Minnesota Cup is an annual competition for the most innovative companies in the State to compete for prestige and prizes. Over 1,100 applicants have applied in various years. There are 10 Semi-Finalists in the Biosciences and Health IT Division of which Fitness Formulary was one
Fitness Formulary has been chosen as a finalist in the Minnesota Business Innovators in Health and Wellness Awards. Every year Minnesota Business celebrates the excellence of the companies and people that make up Minnesota’s world-renowned health care industry. This year they've changed the name and scope of the awards to give greater emphasis to the roles of wellness and health technology. We will be featured in the December issue of Minnesota Business. Winners will be announced during the Awards Banquet on November 30, 2017 at 6:00 pm at The Commons Hotel, 615 Washington Ave SE, Minneapolis, MN 55414
The Program Innovation Award is granted to the organization or individual who has designed the most innovative program in the industry. The Medical Fitness Association is a member-driven, non-profit organization. Our mission is to foster opportunities for the development and operational success of medically integrated fitness centers. Medical Fitness Association provides industry standards, educational programs, benchmarks, outcome measurements, professional development and networking opportunities for the medical fitness industry.

MyFormulary LLC

Functional Foods for Optimal Health
Minneapolis, Minnesota, United States United States
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Company description

MyFormulary is an omni-channel resource for the health-curious and health-conscious to learn about, benefit from, and purchase Functional Foods to prevent and treat disease and achieve wellness goals. We utilize our Efficacy Engine(™) to identify and deliver highly personalized food, supplement, vitamin, and recipe recommendations based on clinical research. Our platform is built on a proprietary algorithm that uses an individual’s health conditions, fitness goals, and personal preferences in conjunction with scientific research to recommend products. Product recommendations are unbiased, as products are ranked and given ‘report cards’ that indicate ingredient effectiveness according to nationally recognized medical data.







  • Adam G. Southam
    Adam G. Southam | Founder
    Adam Southam is a broad based strategic thinker with more than 25 years of leadership, innovation, strategy, invention, business start-up, branding and marketing excellence. He has conceived several patented and patent-pending inventions relating ...
  • Gayle Primozich
    Gayle Primozich | Team member
  • Alex Danzberger
    Alex Danzberger | Team member
  • Brian Lamkin
    Brian Lamkin | Advisor
Business model

Our business model is channel-centric and we provide our channel partners with a profit share of up to 35% of our gross profits from their members/customers. We create joint go-to-market messaging to leverage their relationship and brand to reach their consumers with our message: consider Functional Foods(™) both as the first line of defense for disease prevention and as a critical part of your wellness plan. Our revenue model is based upon retail sales of third-party products as well as revenue share from third-party referrals.

Competitive advantage

MyFormulary has developed patented technologies that leverage clinical data and personal health information to not only inform consumers about Functional Foods, but to also deliver highly personalized recommendations. These unbiased recommendations provide insight into what consumers should consume to prevent disease, treat health conditions, and achieve wellness goals, all filtered for dietary limitations and preferences. Our omni-channel strategy offers consumers recommendations to maximize their benefits from Functional Foods in the form of supplements, packaged foods, recipes, and ultimately restaurant meals. We are unique, in that nobody to our knowledge has connected the dots as we have to create a highly personalized, evidence-based, and integrated nutritional planning and food retail platform.

Alex Danzberger
I am an adaptable, strategic thought leader who establishes new avenues for growth and improves delivery capabilities. I rapidly evaluate enterprise competencies and strategies against the competitive environment to create and execute effective ac...