We’re on a mission to impact, empower, and educate every customer to learn, grow, and create a lifelong foundation of health and wellness.

Whether you’re brand new to the world of vitamins, a self-proclaimed supplement fanatic, a seasoned naturopath, or just looking to level-up your wellness routine, you’re in the right place.

The Healthy Place knows that your health is worth fighting for, so we inspire our customers to make healthy changes that will impact every area of their lives. (And we really do mean every area, from supplements to nutrition to cleaning supplies and beyond!)

We can keep dragging our feet along the familiar worn, rocky path of chronic pain, endless fatigue, and stress, or [insert your health concern here]. 

We can veer onto a new road toward a healthier place. Every step heals your body, strengthens your mind, and delivers a soul-satisfying hope of a brighter, more vibrant life.


Your official invitation to find
your Healthy Place

Share your specific health concerns with our certified Wellness Consultants.

Browse our wide selection of vitamins, supplements, and wellness products online or in stores.

Explore wellness inspiration, knowledge, and valuable tips on our blog.


The Healthy Place?

Everyone has a different Healthy Place, and we’re here to walk beside you on the path to a life of health, hope, and happiness.

“When I was a kid, I watched my mom fight through cancer. That experience led her to natural alternatives — which meant she gave me a handful of vitamins and minerals when I was sick. But when I was a teen, I didn’t care about health or life, and I certainly didn’t value my own. Then I had a powerful God moment and realized that my life has value. That sparked my desire to pick another path, one to a healthier place. Now I’m harnessing my passion to help you Find Your Healthy Place too.”

–Tim, Founder & Owner of The Healthy Place

Our health and wellness store carries topical pain relievers, sleep aids, energy boosters, stress relievers, essential oils, pet products, and so much more!

You don’t need to settle for anything less than vibrant health. Gain control of your health with help from our certified Wellness Consultants, blogs, videos, and more!

With every purchase you make at The Healthy Place, you’re supporting your health and allowing us to generously help others find their Healthy Place too: from food pantries to community gardens to human trafficking and beyond.

Find our brick-and-mortar vitamin stores in Madison, Fitchburg, or Sun Prairie. As always, you can shop online with free shipping on orders over $40!

You can waste a lot of money trying to get healthy, but we deliver the best supplements at the lowest prices.

Your Healthy Place isn’t financially out of reach. To prove it, we price match any product. Oh, and we offer 90-day guarantee returns on all products too.

We’re here to cheer you on and guide you every step of the way!



But we don’t leave you where you are — our certified Wellness Consultants lead you along the path to your Healthy Place.

This life-changing transformation has changed our present reality and future legacy. We’re here to help you experience the same thing. All of our certified Wellness Consultants are knowledgeable, friendly, and available to answer all of your health questions in our LiveChat — online and in our vitamin and supplement stores.

  • 3 months of in-depth training before working one-on-one with customers
  • Completion of 9 modules of health, wellness, and nutrition curriculum with tests
  • Role-play with managers to practice serving and interacting with customers
  • Receive vendor training for brand-specific ingredients, technology, and usage
  • Personally pursuing continuing education in the natural wellness field — not because they have to, but because they genuinely want to!


can we introduce you to our owners?

Meet Tim OBrien


Connect with Tim: Stop by our Fitchburg location to meet me in person! Or tune in WIBA AM every Wednesday to hear Tim’s segment, “Ask The Experts”.

Tim O’Brien is more than just the owner of The Healthy Place, a family-run vitamin and supplement store in Wisconsin. After working in the nutrition industry for more than 20 years, he is also a wealth of knowledge about health and wellness!

In 2003, Tim began working at GNC. By 2005, his eagerness led him to a position as a District Manager. Three years later, Tim transitioned to be the manager of Elite Nutrition. Then in 2010, Tim and his wife, Becki, opened their own nutrition store —  The Healthy Place (formerly known as Apple Wellness). He was also a catalyst in the process to legalize CBD in the state of Wisconsin. Since then, he has become a well-known local expert for wellness and CBD, and has launched Wild Theory CBD and Lively Vitamin Co.. 

Tim’s two decades of experience translates into education and empowerment — and his passion is contagious! He loves helping people like YOU make lifelong, healthy choices.

In fact, his mission is to impact, empower, and educate every customer who visits their website or in-person health food stores. And that shows through Tim’s interactions!

He’s been mentored by his hero, industry leader Terry Lemerond of Terry Naturally. He also enthusiastically follows the best practices for supplement manufacture discovered by innovator Gary Powers from Ortho Molecular.

Need something specific? Tim can help you find the best brand and dosage. Don’t know what you need? Tim can help you find your next right step toward wellness. Afraid to buy the wrong product? Tim, along with our team of certified Wellness Consultants, is here to help you make healthy changes to build a lifelong foundation of health! 

When he isn’t at The Healthy Place, you’ll find Tim hanging out with his wife and four kids, participating in church activities, traveling the world, or trying out extreme sports.

Meet Becki OBrien

Co-Owner & Creative Director

Connect with Becki: On Instagram @findyour_healthyplace

Becki O’Brien, co-Owner and Creative Director at The Healthy Place. She and her husband, Tim, run this family-owned vitamin and supplement store in Wisconsin. She’s also a mom, photographer, and graphic designer too!

With more than a decade of experience in the wellness sphere, Becki is continuing her education by gaining a Functional Herbal Therapeutic Practitioner degree from the School of Wellness and a Cannabis Herbalist certificate from The Herbal Academy. Additionally, being a Certified Aromatherapist empowers her with even more expertise in the health and wellness field!

But that knowledge isn’t just for herself! Becki and the certified Wellness Consultants at The Healthy Place aim to impact, empower, and educate every single customer — both online and in stores! In fact, they desire to help you have a solid foundation of health and wellness, which includes high-quality supplements, nutritious vitamins, and top-notch products from The Healthy Place.

Becki is passionate about helping people make small health changes that have a lifelong impact. You’ll often find Becki homeschooling her four children, eating delicious vegan cuisine, admiring anything pink, or dreaming of Hawaii. Oh, and she’s often chatting with other Moms about healthy living or ​​hanging out at their flagship store.

You can read Becki’s wellness wisdom plus oodles of tips and tricks (from one Mom to another) on our blog. She also shares her health expertise (and incredible photography skills) on Instagram.



We’re a husband-and-wife duo (along with our 4 kiddos) who are passionate about changing lives. We have a dream to help our customers have the longest life expectancy. Let’s fight for good health together!

impact, empower, and educate every customer — like you!

have the opportunity to learn, grow, and create a lifelong foundation of health and wellness.

we are The Healthy Place in our families, communities, and nation!

The place smells like happiness when you walk through the doors.
I am so grateful for The Healthy Place. I entered your store unsure and left feeling like family. You truly care, and it shows. Thank you!
Everyone is beyond helpful, and often make suggestions that are better than what you had gone for, often saving you money.
This place is no joke. They help everyone like they are family. Very well informed. Absolutely recommend. See for yourself. You will leave with a smile and knowledge.


Board of Directors

You’re not alone on the journey to Find Your Healthy Place, and neither are we.
Our doctor-filled Board of Directors ensures our shelves are stocked with nothing but the best.

Dr. Aaron Henkel

Licensed Naturopathic Doctor at Family Clinic of Natural Medicine

  • Founder of the Family Clinic of Natural Medicine
  • Board certified by the North American Board of Naturopathic Examiners (NABNE)
  • Previous health food store owner
  • Preceptored with specialists in the fields of cancer, sports medicine, and IV therapy

Dr. Rebecca Georgia

Licensed Naturopathic Doctor at Family Clinic of Natural Medicine

  • Certified in Craniosacral Therapy
  • Certified in FirstLine Therapy
  • Focuses on women’s health, autoimmune and inflammatory conditions, gastrointestinal disorders, food allergies, and food sensitivities

Dr. Robert Coleman

Licensed Naturopathic Doctor, licensed Massage Therapist at Family Clinic of Natural Medicine

  • President of the Wisconsin Naturopathic Doctors Association (WNDA)
  • Member of the American Association of Naturopathic Physicians (AANP)
  • Has advanced training in IV therapies, physical medicine, and integrated pain management

Dr. Eric Kurzinski

Licensed Doctor of Chiropractic at Aido Chiropractic

  • Specializes with children who have ADHD, social anxiety, behavioral concerns, or special needs.
  • Serves the whole family, including expectant mothers and babies
  • Aims to transform entire families through chiropractic care



We believe that it’s better to walk this journey together. 

In fact, we tried to name all of the businesses and organizations we’ve partnered with since we opened in 2010…but there were more than 100 names on the list! 


here’s what we’d list on our label:

Yep, we wear these awards like a non-GMO badge of honor or Certified Organic seal of approval.

  • Madison’s Magazine Best of Madison, 2018, 2019, 2020, 2021
  • Madison.com Star of Madison, 2017, 2018, 2019, 2020, 2021
  • Dane Buy Local Award for Body and Soul 2019
  • Boss Babe Dionne Award (Becki) 2020
  • Featured several times in Vitamin Retailer
  • Brava Magazine’s Well Expo
  • Madison Family Fest Natural Family Expo


Meet our brands

When we opened our first store in 2010, our goal was to become the best vitamin and supplement store in Wisconsin. So we only supplied the highest-quality products we could find — which sometimes came with steep price tags. Yet we wanted to sell our customers the best-of-the-best at the lowest prices. 

How’d we do it?
By creating our own supplement brands!

A Lively supplement lineup full of only good things!

  • Each bottle is brimming with high-quality nutrients and an affordable price tag. One thing is certain, Lively Vitamins are guaranteed to make your health more lively! 
  • Doctor reviewed formulas
  • NSF certified
  • Certificates of analysis

Local, pure, organic hemp from farm to bottle!

  • Wild Theory produces the highest quality of CBD extracts in liquid, gummy, softgel, and capsule form, plus balms and creams too. In other words, we have affordable CBD for everyone! 
  • Organic hemp from local Wisconsin farmers
  • Sustainable practices for the plants, planet, and people
  • GMP facility
  • Awards: Men’s Journal Best CBD Gummies for Anxiety & Stress, LA Weekly Best CBG Tinctures, Discover Best CBD Oil for Anxiety & Depression & Sleep
  • Wild Theory CBD Co. founder, Tim O’Brien, was a leading contributor in legalizing CBD in the state of Wisconsin.
  • Educated consumers through multiple “It’s Hemp It’s Fine” events in 2019



You can buy supplements from anywhere, so why choose us? 

The highest-quality supplements at the most affordable prices. (90-day return policy and price matching too!)

Gain control on your wellness journey through health-focused education.

Visit us in Madison, Fitchburg, or Sun Prairie — or on our website too!

Your purchase supports a food pantry, community garden, human trafficking, and animal rescue in Madison, Wisconsin.

Our certified Wellness Consultants are your health advocates every step of the way!

When you need health supplements — shop nowhere else but here!
They only carry the best of the best — it makes it much easier for me to purchase something knowing that I'm getting the best brand and version of that supplement.
The personal notes inside the delivered package, the no-hassle returns, the notifications of when items are in stock, are very much appreciated and the reason I keep ordering.
I can't imagine shopping anywhere else. My order arrived so fast! Better than Amazon!
I didn’t know where to begin and the chat feature was great. I had a real conversation about what products I need to start my health journey.
Very thankful for the expert advice and knowledge, friendly smiles..and same day delivery! And did you know there’s a blog?


toward your Healthy Place

with our wellness consultants

shopping online

in Wisconsin