Fitlife Foods was opened by David Osterweil in February 2011. The storefront offers fresh healthy food, prepared from scratch, packaged and ready-to-go. Instead of selling individual ingredients, like a traditional grocery store, Fitlife Foods sell healthy packaged meals for those who don't have time to grocery shop and prepare meals themselves. In addition to the meals, the store offers tools to living a healthy lifestyle, including the 21-day challenge. In the 21-day challenge, customers can meet with a wellness coach, get their baseline measurements and then eat the Fitlife meals for 21 days.