If you’ve searched for “Profile by Sanford” lately, you’ve probably noticed the buzz. Former clients are asking what happened, new folks are confused, and there’s a mix of sadness and frustration. Here’s what’s actually happened to the once-popular weight loss brand.
How Profile by Sanford Started—and Why It Grew Fast
Profile by Sanford kicked off in 2012. It was started by Sanford Health, one of the biggest healthcare organizations in the Midwest. The pitch was simple: structured, science-based weight loss plans, personal coaches, easy prepared meals. At the time, it really caught on with people who wanted an easy-to-follow plan and some extra support.
Profile storefronts popped up quickly in dozens of states. There were franchises too, with coaches training under a consistent system. For a while, Profile had a devoted following, especially in cities where big-name diet centers never showed up.
The Shift: Changing Hands and a New Strategy
But things started to change in 2022. That’s when Sanford Health sold off Profile. They were clear about it—they wanted to get back to focusing on their main bread and butter, which is running hospitals and clinics, not diet centers.
The buyer was Ten Oaks Group, a private investment firm. Sometimes, when an investment outfit steps in, it means new energy or more money. In this case, though, the sale marked the beginning of a rocky period nobody seems to have fully recovered from.
After the Sale: Layoffs and Doors Closing
Not long after the sale was wrapped up, you could see cracks forming. There were layoffs across the company, and not just a few. We’re talking about major portions of their workforce losing jobs. Franchise owners and regular workers both felt the squeeze.
Then, the physical stores started vanishing. By late 2023, if you drove to your local Profile center, there’s a good chance you’d find the lights out and the sign gone. Some locations hung on, but most were shuttered one after the other.
Clients were left in the lurch. Some reported that their usual Profile coach was suddenly unavailable. Others said they showed up for appointments and found a locked door.
Services Wind Down: From Profile by Sanford to Profile Plan
As 2024 rolled around, Profile tried rebranding—now calling itself “Profile Plan.” But behind the new name, things weren’t really the same. The signature products—the ones you could only get at Profile—were taken off the shelves. Almost all in-person coaching ended, and members started getting notices that the programs they knew would be gone soon.
The writing was on the wall for months, but then, in early 2025, it became official. The remaining operations merged with HMR, a different weight management business. “Merger” might sound optimistic at first, but talk to members or people who worked there, and you hear the same thing: it was more of a shut-down than a chance for a fresh start.
Current Profile clients were told they’d be switching over to HMR’s offerings, not continuing with what Profile had offered before.
The Fallout for Franchisees, Coaches, and Members
One of the sadder parts of the story is what happened to all the independent franchisees and coaches. Some of these people built their business around Profile—years of connecting with clients, running workshops, holding one-on-one coaching sessions.
After the closure, a few tried to keep helping former members. Small groups popped up online, some coaches even used their own names or started micro-brands, hoping to fill the gap. If you search Facebook or local wellness forums, you’ll see ex-Profile folks trying to offer advice or sell meal plans.
But it’s not really the same thing. These are unofficial, disconnected from the Profile brand. Legally and practically, they’re just independent coaches at this point. If you’re hoping for the “real thing,” as Profile once offered it, that’s not on the table anymore.
How Clients and Would-Be Members are Feeling
There’s a good dose of frustration out there. Some long-term members feel like they had the rug pulled out from under them. There were stories of people stocking up on Profile shakes and bars, knowing the end was near and not loving the switch to HMR.
Support lines mostly stopped answering, and by early 2025, the website was bare bones. If you tried calling the numbers or emailing support, responses were sporadic or just didn’t come. Quite a few people reported their automatic shipments getting paused, then canceled, with no warning.
If you were thinking about joining Profile in 2024 or beyond, you’d basically find a closed door. And for people who liked the “Profile by Sanford” approach—weekly in-person coaching and proprietary meal kits—it’s just not there anymore.
What’s Left? The End-of-History for Profile by Sanford
Right now, the remaining stock is almost gone. Most stores are closed. The website points you to HMR and doesn’t let you sign up for anything Profile-related. There’s no sign of a comeback or new funding round.
If you’re looking for the original Profile experience, it’s over. According to almost all reporting—and based on member feedback—there’s no credible plan to bring the old version back. Even the Profile Plan name is getting phased out.
The HMR program, which was brought in as the official transition, is not the same thing. It’s a different structure, a different coaching model, and different products. A lot of Profile’s signature stuff (like their meal replacements) is simply discontinued.
What Happens Next for Former Profile Members?
Some clients are asking what to do next. With locations closed and support lines dead, you’re mostly on your own. A few coaches and communities exist online, but they’re scattered and unofficial.
The products that made Profile popular—the shakes, bars, and convenience foods—are almost impossible to get now. If you see them online, it’s usually leftover inventory selling at premium prices. There’s not much left in terms of formal, ongoing service.
HMR, the new “merged” partner, runs a completely different program. If you’re a longtime Profile user, expect a learning curve or a change in routine. Some people have said it works for them, but many miss the old approach.
If you’re tracking diet franchises and wellness brands, there’s no word anywhere about Profile relaunching in any familiar form.
If you want to keep up with business closures, mergers, or the next shake-up in weight loss programs, sites like Sera Business can be a good way to spot trends.
If You’re Considering Joining Profile (or Something Like It)
This is the key thing: Profile by Sanford is done. If you see ads for it or come across “sign up” links, odds are it’s either outdated info or a third party trying to leverage leftover brand awareness.
If you’re searching for a plan that’s just like Profile—face-to-face coaching, their specific meal replacements, the original Profile health tools—you probably won’t find an exact match. Most of the legitimate info says the system feels out of reach unless you connect with a former coach who’s running things on their own.
Before putting your credit card anywhere, check active business directories or call potential providers directly. Don’t assume store locators or “open” signs mean business as usual. Many members learned the hard way—especially in late 2023 and early 2024—that promises of “just one more shipment” never materialized.
The Business Story: Why It All Closed Down
Looking back, Profile by Sanford’s downfall wasn’t about a lack of customers. It was about changing priorities at the top, a tough investment environment, and the strain of physical storefronts versus digital-first competitors. Sanford Health wanted to focus on healthcare, not diet coaching. And Ten Oaks Group, the buyer, never managed to recreate the momentum that made Profile so visible to begin with.
Mass layoffs, confusing transitions, and loss of brand identity followed. By 2025, all that really survived was a shell of the original—a website pointing to a completely different company, and independent coaches picking up the pieces where they could.
The Current Reality: Profile by Sanford Is Gone
As of spring 2025, Profile by Sanford is, for all practical purposes, out of business. There’s no working membership, no exclusive products, and almost no customer service.
The lesson for clients and anyone watching the diet business? If you depend on a niche franchise or specialty plan, be alert for signals of instability: new ownership, lots of layoffs, and major service changes usually mean the end is near.
So if you’re looking for Profile-style coaching or food, it’s time to look for alternatives. As of now, the original concept no longer exists—what’s left is just fragments from people trying to keep the spirit alive on their own.