OPTAVIA

Overview

OPTAVIA sold meal-replacement products (shakes, bars, soups, supplements) alongside a coach-guided lifestyle program built on the "Habits of Health" behavioral framework, distributed through a network of independent coaches under Medifast, Inc. Medifast traces its roots to 1981; its coach-based distribution model began in 2002 as Take Shape For Life and was renamed OPTAVIA in 2017. Medifast has traded on a major U.S. exchange since the early 2000s and moved to the NYSE in 2006, with its headquarters relocating from Owings Mills to Baltimore, Maryland in 2017. On July 17, 2026, Medifast announced it was retiring the OPTAVIA name and relaunching the business as Trilivy, a "science-backed metabolic health system" organized around three phases (Reset, Refine, Renew) with reformulated products and the same independent-coach distribution model. The company's operations remain concentrated in the United States, and Medifast continues to operate an FDA-registered manufacturing facility in Owings Mills, Maryland.