Noom

Noom is a digital health and wellness company that offers a psychology-based weight loss and healthy lifestyle app. Noom's flagship product is a subscription-based mobile app that provides personalized meal and exercise plans, food logging, and behavioral change coaching to help users lose weight and develop healthier habits.

The Noom app uses a color-coded food classification system to guide users toward lower-calorie, nutrient-dense food choices. Foods are categorized as green (eat freely), yellow (eat in moderation), or orange (limit intake) based on their calorie and nutrient density. No foods are completely off limits, but the system encourages users to choose more "green" foods.

Key features of the Noom app include daily short lessons on nutrition, psychology, and behavior change; food and exercise logging; one-on-one coaching from health specialists; and support groups. The app also includes tools for tracking weight, steps, and water intake and managing stress and other health metrics. Noom emphasizes the psychological aspects of weight loss, aiming to help users identify triggers and change habits for long-term success.

Noom additionally offers several specialized offerings; 1) Noom for work, an enterprise offering for clients to offer Nooms services to their employees, 2) Noom Med, which provides access to prescription weight loss medications for qualified users, 3) Noom Move, for on-demand fitness, and 4) Welli, an AI health assistant to help complement its coaching experience with 24/7 assistance on a variety of wellness topics.

As of October 2024, the company operated on a subscription model, offering several monthly rates, beginning with its base rate of USD 70 per month. Its app is available via both the Apple App Store or Google Play Store and is accessible in English, Spanish, Korean, Japanese, and German.

Key customers and partnerships

The company primarily markets its services directly to consumers through its mobile app. As of September 2024, Noom reported having over 45 million users worldwide. 

In September 2024, Noom announced a partnership with Mount Sinai Health System to give patients access to Noom's digital health platform. The collaboration aimed to support patients with personalized care plans between doctor visits.

In May 2024, Noom partnered with digital fitness provider FitOn to integrate its virtual workouts directly into Noom’s app as a part of its Noom Move offering.