Bio

I have a dream…

That we live in a world free from the tyranny of diet dogma and self-doubt. That we live in a world where we instinctively know how to rebalance ourselves with food, nutrients, elixirs, mantras, movement, and scents. A world where food is nourishment not punishment. A world where we trust ourselves, not shame ourselves. A world where we amplify beauty, love and magnetism. This is my dream for the modern woman.


Dana James MS, CNS, CDN, is a triple certified nutritionist, functional medicine practitioner and cogitative behavioral therapist. She takes a rare approach to women’s weight loss putting self-worth at the center of the conversation. James believes that we need to address both the tangible and intangible; food and feelings; science and spirituality; conscious thought and subconscious thought.

In 2007, James founded Food Coach NYC, a functional medicine nutrition practice where she has helped over three thousand women decode their body fat. According to James, body fat is part hormonal, part inflammatory and part emotional. She has witnessed that by changing your hormones, you change where you store body fat. Got belly fat, well that’s cortisol. Got a booty, that’s estrogen. Got a layer of fat everywhere, that’s insulin. And if you want to lose fat from specific places, you need to change your hormones by changing what you eat and how you think. She also explains why “life” gets in the way of your better intentions. Surprisingly, it’s to do with your childhood imprints and how you developed your sense of self worth. James wants to share this information with all women struggling with their body – physically and emotionally – and has put this in her first book: The Archetype Diet: Reclaim Your Self-Worth and Change the Shape of Your Body.

In The Archetype Diet, James has collated these physical and emotional observations into four female archetypes based on self-worth, body types and eating patterns. Are you a Nurturer, Wonder Woman, Femme Fatale or Ethereal? James reveals how you can alter your diet to feed your unique body chemistry, while examining how your sense of self-worth shapes your behaviors. Contributing a ten-day meal plan for each archetype, recipes, and a step-by-step psychological intervention,The Archetype Diet will put you on the path to becoming leaner, stronger, and more attuned to your feminine self.The Archetype Diet will be published on June 5th 2018 with Penguin.

James has her Masters of Science in Medical Nutrition from Columbia University and received her training in Cognitive Behavioral Therapy from the Beck Institute. Her initial internship was at the Brain Bio Centre in London, an outpatient facility for people with mental health disorders and this is where she first witnessed the power of food in changing the brain and mind. In 2014, James developed Beauti-fuel, an organic, raw plant protein powder (packed with super foods and without sugar or stevia) as an answer to the market gap for a clean, effective and great tasting protein powder. She has also developed archetype supplement packs for each of the archetype as well as an adrenal tonic to reduce stress and an golden tonic to reduce inflammation. James is an accredited nutritionist for media outlets like The New York Times, ELLE, Vogue, Harper’s Bazaar, MindBodyGreen, Good Morning America and The Today Show, and speaks regularly alongside wellness luminaries including Deepak Chopra and Mark Hyman.

James splits her time between New York City and Los Angeles.