Meet Sheri | MD, DipABOM, DipACLM & Founder of OptIn Health & Nutrition

We had the good fortune of connecting with Sheri and we’ve shared our conversation below.

Hi Sheri, what was your thought process behind starting your own business?
The idea for my company grew from a deep desire to bridge the gap between traditional medicine and the personalized, preventative care people truly need to thrive. As a medical doctor, I witnessed firsthand how patients often receive fragmented care—reactive treatments instead of proactive solutions. I wanted to build something different: a place where science-backed, individualized wellness plans empower people to optimize their performance, longevity, and daily quality of life.

My goal was to integrate my medical expertise as a physician with advanced tools like hormone replacement, peptides, nutritional IV therapy, and sustainable weight loss protocols. But more importantly, I wanted to ensure these interventions were tailored—not just based on labs or symptoms, but on the whole person: their goals, lifestyle, metabolism, and biology. My medical treatment model lets me combine clinical knowledge with innovation to truly personalize care in a way that moves beyond the ‘one-size-fits-all’ model and helps clients feel and function at their best.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My career began in traditional medicine as a surgeon, where I developed a strong foundation in clinical practice and patient care. But over time—and especially through navigating my own health challenges—I realized that traditional medicine often falls short in addressing the root causes of chronic issues. It was very effective at managing acute conditions, but I saw a real gap in preventative care and in treating the whole person. That realization was a turning point for me.

After retiring from surgery in 2019, I decided to fully commit to what I was truly passionate about: holistic, personalized wellness. I pursued a Master’s in Nutrition and went on to earn board certifications in lifestyle medicine, obesity medicine, and nutrition medicine. That education, combined with my clinical background, gives me a unique perspective in this space. I understand the science and complexity of the human body at a deep level, but I also value the importance of integrating lifestyle, nutrition, and root-cause-focused care.

What truly sets me apart is my ability to bring that full-spectrum medical insight into a performance and wellness model that’s proactive, not reactive—built around each individual’s unique biology, goals, and story. I see the whole person, not just lab values or diagnoses, and that philosophy is the cornerstone of my practice.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I can’t limit myself to just Denver when we live in such a spectacular state as Colorado!

Colorado has so many incredible places to explore, and I love showing visitors the best mix of outdoor adventure and local culture. One of my absolute favorite places to take someone is Telluride—the views are stunning, the hiking is world-class, and in the winter, the skiing is hard to beat.

For a truly unforgettable experience, I always recommend catching a concert at Red Rocks. There’s nothing like live music surrounded by those iconic red cliffs.

In the summer, Vail is one of my go-to spots. The hiking is beautiful, and I love relaxing on an outdoor patio with live music in the evenings—it’s such a perfect Colorado vibe.

And of course, I always like to take visitors to either Cherry Creek, Downtown, or the Highlands for a night out. Denver has a great dining scene and vibrant nightlife, with something for every taste.

It’s that balance of nature, music, and culture that makes Colorado such a special place to share.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I absolutely couldn’t have built this business without the incredible support system around me. First and foremost, my close family—my husband, my teenage twins, my mom, and my in-laws—have been my foundation. They’ve stood by me through every high and low of the start-up process, always believing in me and my goals, even when things felt uncertain. Their patience, encouragement, and love have meant everything.

I’m also deeply grateful for my close friends and team members who’ve helped bring this vision to life, especially Erin Chain, my COO, and Molly Weaver, NP. Their expertise, trust, and commitment to the mission of this company have been vital to getting it off the ground and growing it with purpose.

And I want to give a special shoutout to my mentor, Dr. Craig Koniver, and his team. His guidance has been pivotal—not only in shaping the clinical side of the business but also in helping me creatively and strategically structure it for long-term success. It’s truly taken a village, and I feel incredibly lucky to be surrounded by such inspiring and supportive people.

Website: https://www.optin4health.com/

Instagram: https://www.instagram.com/optin_health/

Linkedin: https://www.linkedin.com/in/sheri-poznanovic/

Facebook: https://www.facebook.com/OptinNutrition

Image Credits
Whitney Gustafson Photography