Conventional care
The 15-minute visit.
- Visit
- 7 to 15 minutes
- Diagnostic
- Symptom-focused, panel-light
- Plan
- Prescription-first, one-size-fits-most
- Follow-up
- Next sick visit, when something else breaks
- Cost
- Insurance pays. You don't see the number.
About us
We treat the why, not the what.
We built this for the people a 15-minute visit was failing. Two practitioners who decided root-cause work wasn't optional, and a practice with the time to do it.
Co-founder · Board-certified NP
Melinda Hickey
Twenty years inside the conventional system. Now practicing on the other side of the chart.
Why we exist
A practice built from the other side of the chart.
The pattern we kept seeing, and the practice we built in response.
01 · What we kept seeing
Symptoms dismissed in fifteen minutes.
Patients with low energy, brain fog, ADD, chronic fatigue, told their labs were "normal." A pattern, repeated, year after year.
02 · What we found
The why was in their genes.
Gene variants tied to nutrient absorption, hormones, and metabolism explained why generic protocols kept failing. The right plan started with the right diagnostic.
03 · What we built
Ninety minutes. Six months. Real time.
Not because longer is better, but because root-cause work needs the room to listen, test, plan, and follow through. The practice is the rebuttal.
Functional vs conventional
Why a 90-minute consultation, not a 15-minute visit.
Same patient, two different worlds. Here's how the practice differs from the model most people are used to.
The Fitness Factory
A practice with the time to listen.
- Visit
- 90-minute consultation
- Diagnostic
- 152 gene variants, plus optional blood work
- Plan
- Genetic-aligned supplementation + lifestyle
- Follow-up
- Six months of coaching, plan adjustments along the way
- Cost
- Transparent, HSA/FSA eligible
Conventional care has its place: emergencies, acute issues, surgical needs. The point isn't that one is better than the other. It's that for the slow, root-cause work, the 15-minute model was never going to be enough.
Core principles
Four ideas, one practice.
The fundamentals every recommendation is anchored to.
Whole-Body Connection
The body is one interconnected system. We don't treat hormones, gut, or sleep in isolation. We look at how each is influencing the others.
Root-Cause Focus
Symptoms are signals, not the problem. We follow them back to the why (the deficiency, the stressor, the variant) and address it there.
Personalization
Care tailored to your unique biology and the way your week actually runs. Generic protocols generate generic results.
Balance
Sustainable harmony in gut health, hormones, and immunity. Long-term vitality, not short-term fixes.
Meet the team
The people you'll actually work with.
Practitioners and coaches behind every plan.
Founder & CEO
Malin Ellison
Twenty years of corporate leadership before pivoting into wellness. Builds the vision and culture of the practice.
Co-Founder · NP
Melinda Hickey
Board-certified Nurse Practitioner with twenty years of clinical experience. Anchors the genetic and supplementation work.
RN · NBC-HWC
Morgan Pyle
Nationally board-certified health and wellness coach. Thirteen years of nursing before walking into coaching full-time.
Credentials
Trained, certified, accountable.
Across nursing, coaching, and corporate leadership, the team carries the experience to back every recommendation. We hold ourselves to the standard our patients expect.
Nurse Practitioner
20yr
Board-certified clinical experience
Health Coach
13yr
Nationally board-certified, post-RN
Combined practice
53yr
Across NP, nursing, and corporate leadership
Start your health journey today.
A 30-minute phone call with our team. No pressure, no fee. We'll listen, answer questions, and tell you whether we can help.