Direct-to-Consumer Brands That Will Improve Your Health & Fitness

Everything you need to know about the best health and fitness direct-to-consumer (D2C) brands and the products they offer, all designed to improve your health, fitness and wellness.

Introduction to D2C Brands

Have you noticed the seemingly sudden shift that’s happened in the retail space over the last few years? I certainly have. Direct to consumer or D2C brands have become a mainstay in the online retail and shopping world.

If you aren’t sure what "Direct-to-Consumer" brands are, the phrase simply refers to new, digital-first brands that are selling everyday products and services online that you may have previously purchased from a third party of a wholesaler. For example, instead of purchasing your vitamins at your local drug store or off from Amazon, you can now buy them directly from the manufacturer and reap the benefits of that relationship that cuts out the middleman.

DTC brands tend to have a visually appealing branding and marketing structure and a flawless online social media presence. These brands offer a new type of convenience that was previously unheard of. For example, many D2C companies utilize subscription models that allow you to sign up for their products or services once and then receive them on autopilot. You can get everything from birth control, vitamins, underwear, tampons, razors, and just about anything in between right to your door each month.

Defining DTC Brands

Isn’t every company technically direct-to-consumer? Not necessarily. There’s a couple of important distinctions that should be made to truly define what a D2C brand is. In traditional retail, the brand would manage everything from the design and production to marketing and implementation before then passing the responsibility to a larger retailer to sell and distribute the product. For example, consider deodorant. Most traditional deodorant companies sold to brick and motor retailers like Walmart and pharmacies or on third-party marketplaces like Amazon. This used to be the only way companies knew how to get their products in the hands of consumers.

Brands that are direct to consumer differ in that they also take on the sales and distribution of their products. They cut out the middleman and provide their products directly to their customers. Why is this beneficial? It’s beneficial for both the consumer and the brand. The brand benefits from cost savings by avoiding third party sales and, in turn, they’re able to pass those savings on to their customers in the form of lower prices, free shipping, special offers, etc.

Why Fit Healthy Momma is Focusing on Direct-to-Consumer Fitness and Health Brands

Like you, I feel like my Facebook and Instagram feeds are constantly filled with trendy new brands and enticing sales copy. How many times have you clicked or swiped up on an ad simply because it looked cool? I know that I’ve been guilty of that more times than once. The thing is, the market is starting to seem almost oversaturated with options. How do you know what brands are the real deal and worthy of your money and which ones to avoid? Maybe it’s not too important when deciding between different deodorant subscription companies, but it certainly is when you’re choosing something as important as your online primary care doctor or other telehealth-related product.

When I started Fit Healthy Momma, I knew that I wanted to help other women and their families figure out what fitness and health brands and products are worthwhile and which ones are better left alone. Rather than take the influencer approach and simply promote every company that blows my way, I decided to find the best D2C fitness and health brands and write comprehensive reviews on them so that you can make the most informed decision possible in an effort to live a happier, healthier life.

How Did I Choose Which D2C Brands to Put on My List?

With so many DTC brands available on the market and more being added daily, I had to come up with a structure for choosing which ones to add to my list of the best. It’s my goal to remain as objective as possible while naming the most legitimate and most likely to last brands. Because, let’s be honest, not all brands make it. I dug in and did my research, gathering a list of all the most well-known and up and coming D2C companies that I either knew of personally or found within various databases like crunchbase and news stories around the web. And of course, as a frequent social media participant, some of the best companies I have found showed up in my feed.

Once I put together a comprehensive list, I knew I needed to narrow it done. Sure, they were all great, but which ones are truly worthy of being called the best? Here are some of the factors I took into consideration when choosing the best DTC brands for my list:

  • Social media presence and followers: Facebook, Instagram, Twitter, and Pinterest 
  • Number of monthly visitors to their website
  • Venture capital funding
  • Major media publication features
  • Website design and branding
  • Quality of their products/services
  • Customer service experience

Top 21 Health & Fitness D2C Brands: Which Brands Made The List?

Below is a table that shows the top fitness and health D2C brands, a description of each company, startup year, headquarters location, funding, their individual review and the category they represent.

Best D2C Brands


Brand Review


1st Phorm

1st Phorm is an active lifestyle brand that focuses on nutritional supplements, healthier living, workouts, apparel and more.


SteadyMD is a telehealth / telemedicine company that offers a very unique personal online doctor service.

Hello Wisp

Hello Wisp provides discreet, sexual health care, antibiotics and treatment for men and women.

obe fitness

Obe fitness provides online studio-style fitness classes (live and on-demand).

HUM Nutrition

HUM Nutrition provides ground breaking nutritional and health supplements.


Hydrow is an interactive rowing machine (like the peleton) with live and on-demand classes.

  • Top Brands #7-10

  • Top Brands #11-14

  • Top Brands #15-18

  • Top Brands #19-21

Best D2C Brands


Review article



VeeFresh make vaginal health simple, offering boric acid suppositories, a cleansing product and more.


Hydrant is an electrolyte drink mix to help with hydration


Ovusense is a fertility tracking and ovulation app that helps couples trying to conceive


Cove provides migraine relief and prevention through a unique subscription service.