If you’ve been wondering, “Is Profile by Sanford going out of business?”—you’re not alone. Over the last couple of years, there’s been real confusion, especially for anyone who joined their weight-loss programs or drove by one of their storefronts. The short answer: Profile by Sanford, as it existed under Sanford Health, is gone. But parts of the business did not just shut down overnight. Instead, it was sold, rebranded, merged, and in many places, closed or replaced. Here’s a story of a health brand and what happened as it changed hands and names.
A Quick Backstory: How Profile by Sanford Got Its Start and Why It Changed
Profile by Sanford actually started as an offshoot from Sanford Health, a major healthcare provider based in Sioux Falls, South Dakota. For about a decade, it promised a “science-based” approach to weight loss: customized meal plans, in-person coaching, and products you could only buy at their stores.
Business rolled along for a while, especially in and around the Midwest. Then, in early 2022, big changes hit the company. Sanford Health decided to “exit the business” and let go of Profile by Sanford entirely. There were a few reasons for this, but mainly Sanford needed to focus back on its roots: hospitals, clinics, and day-to-day healthcare.
Sanford Health: Why They Sold Off Profile
Let’s talk about why Sanford stepped away. At the time, Sanford Health made it clear they wanted to concentrate on what they do best: delivering healthcare and running hospitals. Running a chain of weight-management centers with retail products was a big distraction, especially after the COVID-19 pandemic changed how people approached both healthcare and wellness.
Announcing the sale in early 2022, Sanford Health said the Profile program would end as part of the Sanford family. In their words, it was about “returning focus to our core mission.” And let’s be honest, it wasn’t just about mission—it was also about business priorities.
The New Chapter: Sale to Ten Oaks Group
So what happened after Sanford decided to sell? The entire Profile business was snapped up by Ten Oaks Group, a family office investment firm out of North Carolina. Ten Oaks isn’t a household name, but what matters is that they picked up the rights to the brand, the franchise structure, all the recipes, and intellectual property.
Under Ten Oaks, the idea was to keep the program going but to refresh and hopefully expand it. The CEO who was in charge during the last bit of Sanford’s ownership, Nate Malloy, stayed on. For regular customers, this meant not much changed overnight—stores kept running, online coaching kept happening.
“Profile Plan Nutrition + Wellness”: A New Name, Same Core Team
Not too long after the sale, Profile by Sanford dropped the “Sanford” from its name. Under Ten Oaks, they rebranded to “Profile Plan Nutrition + Wellness.” The main pitch was similar: a weight-loss program with one-on-one coaching, meal replacements, and integrations with health metrics.
Nate Malloy continued as CEO, keeping continuity in leadership. From the outside, Profile Plan Nutrition + Wellness definitely looked like it wanted to assure franchisees and clients there was a future for the brand. Franchise support stuck around, and you could still find centers in a lot of the same communities.
Franchise Model Moves Forward, at Least for a While
After the sale and rebrand, Profile Plan was basically a stand-alone company and kept running hundreds of locations—most of them franchises. In 2022, there were about 67 franchise units according to Entrepreneur’s franchise directory. The company even kept offering new franchise opportunities, hoping people would open more centers in the U.S.
This era extended the life of Profile, and if you were a franchisee, you still got support from corporate. New owners meant there was fresh capital, and services didn’t change dramatically right away.
The Big Shakeup: Merger With HMR Plan and Widespread Closures
But here’s where the story moves fast. By 2024, quite a bit had shifted again. In Sioux Falls and other cities, local reporting explained that Profile Plan (the business that was once Profile by Sanford) had merged with HMR Plan—a different company in the weight-management space.
The merger wasn’t just on paper. Franchisees were notified that almost all locations would be closing soon or converting to something else. Profile centers that had been a regular fixture in strip malls and retail areas were suddenly shuttering or taking down their green-and-white signs.
Some franchisees got the option to continue offering weight-management programs, but not under the Profile brand. They could choose to close up shop, rebrand, or go independent. In Sioux Falls (the original home base), one former Profile franchise relaunched as “Livwell.” They promised a lot of the same coaching and meal products—just under a new, totally independent label.
What Happens to a Franchisee When the Parent Brand Exits?
Let’s get practical for a second. If you ran a Profile franchise at one of these moments, you actually had a few options handed to you: you could close, try to run the concept with a new name, or completely change up the business model. There wasn’t some “open another Profile center across town” scenario. The old parent company simply wasn’t supporting new growth.
A handful of owners have tried to make the best of that. In a lot of towns, former Profile locations are now independent wellness centers. Some have picked new names and are sourcing their own products. Others went all in and created their own concepts from scratch. A few decided it wasn’t worth the hassle and closed for good.
Is Profile by Sanford Still Around? The Current Reality
So, is Profile by Sanford still in business? That mostly depends on how you define “in business.” If you look around for a Profile by Sanford sign today, you’ll probably find a lot of closed locations, old sites that now say “closed” online, or maybe something different in the same strip mall.
Officially, the brand “Profile by Sanford” is no longer owned or operated by Sanford Health at all. Profile Plan Nutrition + Wellness also doesn’t seem to be growing. With the HMR Plan merger, the established Profile model has ended or shifted into another program.
You may see remnants online—old Facebook pages, outdated maps, or business listings that haven’t been fully cleaned up yet. From the consumer’s perspective, Profile by Sanford has essentially ended, even if some of its former franchisees are still in wellness and coaching but with different signs on the door.
If you want tips on launching or transitioning wellness businesses yourself, resources like Upward Business Plan can offer practical guidance—especially as wellness franchising keeps changing.
What About the Weight-Management Programs? Do They Still Exist?
Interestingly, the concept of personalized coaching and meal plans didn’t disappear. Pieces of the old Profile playbook were rolled into other programs. When the merger with HMR Plan happened, some staff and franchisees got the chance to keep helping clients—just not with the Profile logo.
HMR Plan itself is another organization focused on structured nutrition and weight loss, though its approach and branding are distinct. In a few cases, former Profile centers adapted and kept their coaching teams, simply rebranding everything from T-shirts to banners.
If you’re a previous Profile member, you can probably still find health coaching in your city. Many of those coaches just aren’t working under the Profile name anymore—they could be at an HMR Plan center, an independent location, or maybe working virtually.
How These Changes Affected Consumers—And What To Look for Locally
For regular people and former clients, the confusion was real. In some towns, Profile centers closed with little public notice. Others posted transition signs, letting people know they had merged or moved under a new name. There wasn’t a single, uniform approach.
What does this mean for you, practically? If you’re searching for a “Profile by Sanford near me,” you may run into old search results or reviews. Most likely, the store has either closed, changed names, or been repurposed. Sometimes, even franchise directories haven’t caught up, so it’s always good to call ahead or check social media.
If you want to know what replaced your local center, just search the address. You may find a new wellness brand, a totally different business, or sometimes just an empty storefront.
The Takeaway on Profile by Sanford: Not Just Gone, But Transformed
In short, Profile by Sanford is not operating anymore under that name or original ownership. But its story isn’t just a simple “we went out of business” tale. If you were part of Profile as a customer, staff member, or franchisee, you witnessed a business transition with a lot of steps—sale, rebranding, merger, then closures or rebirths as new independent concepts.
The weight-management industry tends to shift quickly, and Profile’s journey shows how brands can change hands, merge, and even disappear—all in the span of a few years. The good news for clients who loved their local Profile is that the personal coaching approach didn’t completely disappear. It just changed signs and ownership.
If you’re curious about what happened to a Profile location near you or want help figuring out what wellness and weight-loss options are close by, just let me know your city. I can check recent reports or business listings to find out what, if anything, took its place.
So, no, Profile by Sanford didn’t just vanish overnight or go “out of business” in the usual sense. It’s a case of a health brand being sold, reimagined, and then largely phased out—leaving behind both gaps and some newly independent wellness centers for people still looking to get healthy in their local communities.
Read Also:
