Health-conscious consumers can choose from more than 250 health and fitness programs, ranging from simple calorie counters to comprehensive diet and exercise regimens. The following is a sampling of available software:

*"Be Your Own Coach," Avant-Garde Publishing Corp., 37B Commercial Blvd., Novato, Calif. 94947; (415) 883-8083. Apple II series and IBM PC and compatibles, $49.95. Commodore 64, $39.95. For reluctant joggers or more serious athletes, this program designs workout schedules based on your abilities and goals.

*"Health Risk Appraisal," HRM Software, 175 Tompkins Ave., Pleasantville, N.Y. 10570; (914) 769-6900. Apple II series, IBM PC and compatibles, and TRS-80 Models III/4, $99. A health-assessment program that calculates your life expectancy and suggests ways to minimize health risks.

*"The Running Program by Jim Fixx," Micro Education corporation of America, 285 Riverside Ave., Westport, Conn. 06880; (203) 222-1000. IBM PCs and compatibles, $79.95. Best suited for novice or intermediate runners, this program sets fitness goals, plans workouts, keeps training records and monitors progress.

*"Master Control Diet & Exercise Program," Healthware, Suite 209, 2300 Round Rock Ave., Round Rock, Tex. 78681; (512) 863-6910. IBM PC and compatibles, $39.95. This comprehensive weight-loss program analyzes and tracks diet and exercise schedules you set up yourself or designs customized schedules geared to help you reach your goal.

*"Nutri-Byte," ISC Consultants Inc., Suite 602, 14 E. Fourth St., New York, N.Y. 10012; 800-882-3438 or (212) 477-8800. Apple II series and IBM PC and compatibles, $79.95. Featuring "Dan," a nutritional counselor, this weight-loss program analyzes your diet, plans meals and attempts to help you develop sensible eating habits.

*"Nutri-Calc," CAMDE Corp., 46 Prince St., Rochester, N.Y. 14607; (716) 473-5330. Apple II series, IBM PC and compatibles, TRS-80 Models II, III, 4, 12, 16, $99.95. Macintosh (available mid-August), $79.95. This nutrition-analysis program designed for consumers, educators, and professionals lets you set weight-loss goals and analyzes and plans diets, menus and recipes.

*Nutritionist I, N-Squared Computing, 5318 Forest Ridge Rd., Silverton, Ore. 97381; (503) 873-5906. Apple II series, IBM PC and compatibles, $145. This program computes nutrient levels in foods, meals and diets, and lets you create low-sodium, low-calorie and other special diets.

*"Original Boston Computer Diet," Scarborough System, 55 South Broadway, Tarrytown, N.Y. 10591; 800-882-8222 or (914) 332-4545. Apple II series and IBM PC and compatibles. $79.95. Commodore 64, $49.95. Featuring three nutritional "counselors" with different personalities to advise and assist you, this weight-loss program analyzes diets, plans meals, and encourages you to develop healthful eating habits.

*"Running Coach," Power Up Software, P.O. Box 306, 125 Main St., Half Moon Bay, Calif. 94019; 800-851-2917. Apple II series and IBM PC and compatibles, $49.95. Using the theories of New Zealand coach Arthur Lydiard, this program sets up and adjusts individual training programs designed for maximum aerobic fitness.

*"Running Your Best Race," Wm. C. Brown Publishers, P.O. Box 539, 2460 Kerper Blvd., Dubuque, Iowa 52001; (319) 588-1451. Apple II series and IBM PC, $18.95. Packaged with a textbook by runner Joe Henderson, this program analyzes your training, testing and racing results and offers advice on improving your running. Resources

*The Food and Nutrition Information Center provides a list of software programs available in its library and invites people to try programs on the library's Apple II+, IIc, and IBM PC. Contact Elaine McLaughlin, National Agricultural Library, Room 304, Beltsville, Md. 20705; 344-3719.

*The National Health Information Clearinghouse publishes two pamphlets, "Health Promotion Software" and "Health-Risk Appraisal Software," listing available software, hardware requirements, costs and manufacturers' names and addresses. Write NHIC, P.O. Box 1133, Washington, D.C. 20013-1133; (202) 522-2590.