If you followed popular health and nutrition plans over the past decade, you probably heard about Profile by Sanford. It started back in 2012, pitching a science-backed approach to weight loss and behavior change. The company got pretty big, operating nearly 150 storefronts and selling its weight management products all over the U.S.
But in the last few years, things changed a lot for Profile. People who used their programs and even their own employees wondered: Is Profile by Sanford going out of business? Now, with the latest news, there’s finally a clear answer.
How It Started: A Health-Driven Plan
Profile by Sanford was originally owned by Sanford Health, one of the country’s big nonprofit health systems based in South Dakota. The business model always leaned on Sanford’s reputation as a real health care provider—not just another diet company. Customers met with in-person health coaches, worked through personalized plans, and had access to specially designed Profile-branded food products.
All of this worked, for a while. At its peak, there were about 150 Profile locations across the country, and membership kept growing. Any time you passed a shopping center, you’d spot one of those green and white signs. Some people swore by the plan; others liked the coziness of having a real coach and official food to keep them motivated.
The Sale: Sanford Health Sells Profile
Then, in January 2022, Sanford Health did something big. They sold Profile by Sanford to Ten Oaks Group, which isn’t a health care system at all. It’s a private investment firm out of North Carolina.
Why’d they sell? Sanford’s leadership basically said they needed to focus more on their core business: hospitals and clinics, not consumer nutrition products. “We’re thoughtfully evaluating our business portfolio,” said Sanford Health’s CFO Michelle Bruhn at the time. In other words, Sanford wanted to stick to what it did best and let someone else try to grow Profile.
The Business Shift: From Health to Sales
A lot of members didn’t notice changes right away. But behind the scenes, former employees say, things started shifting fast after Ten Oaks took over. Several health coaches posted on review sites and forums, saying their jobs stopped feeling like health care and turned into pure sales roles.
One coach said, “My whole job was about supporting people. Suddenly, management wanted us to sell more products every week.” There were targets not just for helping members lose weight but pushing them to buy more branded food or extra memberships for friends and family.
To be fair, most companies want to grow sales. But for a business promising personal support and health-focused coaching, this change rubbed some staff and longtime clients the wrong way. It didn’t help that the reviews started tumbling: lower ratings, stories of canceled appointments, and confusion about programs.
Store Closures and Layoffs Begin
After the new owners stepped in, things got shakier. In 2023, Profile by Sanford started shutting down physical locations all across the country. A lot of the closures came quickly, with staff given short notice. By summer, members across cities like Sioux Falls, Dallas, and Phoenix showed up to find their local store closed, sometimes with only a sign on the door.
Some coaches and managers got laid off outright. Others were offered remote coaching positions but with lower pay and minimal support. One employee said, “It felt like the company was shrinking every month. Even loyal members didn’t know what was going on, and staff felt totally in the dark.”
By the end of 2023, only a fraction of their original storefronts were still running. Franchisees who owned independent locations had to decide whether to close or try pivoting on their own.
Pulling the Plug: Profile’s Final Chapter
The rumors about a total closure circled for months, but confirmation came at the beginning of 2025. Formerly named Profile by Sanford, now just Profile Plan, announced the end of its original business. They said they were “merging” with HMR, a different weight management company—but, almost everyone saw this as a wind-down, not a true merger.
The company started telling their remaining staff they’d be let go by the end of the year. Most Profile food products were discontinued completely, and in-person coaching went away at nearly all locations.
Long-time members received emails inviting them to join HMR instead, which led to lots of confusion and complaints. Some folks just wanted to know if they could order their favorite bars or shakes one last time. The website was still up but looked like a shell of its former self. Most support calls and online chat requests went unanswered.
Product Discontinuation and Customer Frustration
If you look at consumer review sites, you’ll see the story play out in little snippets. Some long-time members wrote frustrated reviews about suddenly losing access to their counselors. Others complained that products they relied on—like Profile’s meal bars and shakes—disappeared without warning.
People who paid for annual memberships often wondered if they’d get a refund or any kind of help transitioning to a new plan. Several reviewers who tried to contact customer service felt ignored or brushed off.
A few local former coaches have tried to keep their old clients together, forming independent support Facebook groups or lending advice on staying on track without Profile. The overwhelming feedback is the same: The quality and consistency plummeted in about 2023, and it never recovered.
What Led to the Downfall?
So, what happened? From most accounts, the answer is a mix of too-quick expansion, a tough business model, and a bumpy transition in ownership. The original Profile approach—focusing on science, coaching, and custom food products—felt personal and trustworthy to many people.
When Ten Oaks took over, the new owners seemed much more focused on driving up short-term sales, not investing in service. A lot of stores stopped feeling like community hubs. Instead, they started to look more like sales showrooms. The pandemic probably didn’t help things either, as fewer people wanted to visit an in-person coaching center, and online competitors became much stronger.
By the time the final “merger” was announced, most customers weren’t surprised. Many had already left for other diet and health programs with better customer support and more reliable food delivery options. Experts say that when the core of a health business shifts away from service and relationship, it’s tough to keep people loyal.
Transition to the HMR Program
When the company told members they’d be transferred to the HMR Program, lots of folks scratched their heads. HMR is another structured weight management plan, often used by medical groups and clinics. But it’s pretty different from Profile’s original system, and the switch for members wasn’t always smooth.
Some Profile coaches tried to reassure clients, but others were left with little information. Emails from headquarters mentioned a “merger,” but there weren’t many details about whether existing memberships, products, or coaching sessions would transfer over.
If you’re looking for the latest updates or connections to similar businesses, you can check industry publications or business news sites like Blue Business Mag for current stories. But as of now, Profile, as members once knew it, isn’t coming back.
Impact on Employees and the Community
There’s a side of this story that doesn’t always show up in official press releases: the human cost. Many of Profile’s health coaches made deep connections with members, rooting for their success and showing up for weekly progress check-ins.
For employees, the shift from a supportive health environment to a sales-first workplace was tough. Some lost jobs suddenly. Others struggled to maintain relationships with their clients when management cut resources or shut stores overnight.
Local communities lost what, for some, had become a cheerful gathering spot or a source of accountability. People who depended on regular weigh-ins or face-to-face encouragement now look for support elsewhere. Franchise owners who poured years into their businesses faced losses with little warning.
Looking Back and Moving Forward
Profile by Sanford’s story is a pretty familiar one in the diet and wellness industry: Big growth, a change in direction, and then a slide as the formula changed and members lost trust. For people who relied on the company’s approach, the closure stings.
If you were a Profile member, you may be searching for a new plan or trying to match old routines on your own. Coaches and franchisees in some areas are still offering advice through social media and local wellness groups. Others have moved to new career paths, taking with them lessons about service and the dangers of chasing growth over relationships.
The Profile Plan website is now redirecting or offering minimal information, and product stocks are nearly gone. There is no indication that the company will return under its original concept. For members, it’s probably time to look ahead to new support systems and programs, remembering what worked best for you along the way.
If you’re still curious whether any version of Profile by Sanford will come back, all current signs point to no. The brand had a long run and made an impact for many people, but like a lot of health companies, its era seems over. For now, people are moving on, finding help where they can, and talking openly about what does—and doesn’t—work for lasting health.
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