Noom

Key takeaways

Noom belongs to science; place it in that map before memorising details.
Learn the definition first, then one example that makes the definition concrete.
Connect Noom to a quantity you can measure, compute or draw — that is where exam questions come from.
Reproduce the core statement of Noom from memory before moving on to harder problems.

Reference excerpt

Noom is an American privately held digital health company that provides weight management and behavioral health services through a subscription-based mobile application. Founded in 2008, the company combines behavior change psychology with access to weight loss medications and dietary supplements. The platform incorporates elements of cognitive behavioral therapy (CBT) and goal-setting strategies, and its programs are designed to support users in developing healthier habits. In addition to its weight management services, Noom has expanded to offer products related to stress management and general wellness. Noom has received both praise and criticism. Supporters cite its focus on mental and behavioral aspects of health, while critics have raised concerns about the accuracy of its calorie goals, the use of algorithmically determined weight loss targets, and questions about the qualifications of some of its coaching staff.

History Noom was founded in 2008 by friends Artem Petakov and Saeju Jeong. The company's mobile app officially launched in 2016. In 2025, Noom relocated its headquarters from New York City to Princeton, New Jersey. Petakov, a former software engineer at Google, currently leads Noom Ventures, while Jeong serves as Noom's Chairman. In 2023, Geoff Cook was appointed CEO of Noom. In 2019, Noom partnered with Novo Nordisk to offer patients prescribed the diabetes medication Saxenda one year of free access to the Noom platform. In 2020, Noom reported $400 million in revenue. As of April 2021, the company stated it employed approximately 3,000 people, including 2,700 coaches.

Services

Noom App The Noom app is the primary platform through which users engage with the company's services. Upon creating an account, users are prompted to provide physical information such as weight, height, and age, along with experiential data including lifestyle habits, personal goals, and perceived obstacles. Users log their meals and physical activity, and in return, the app delivers feedback through multiple channels: algorithmically generated insights, guidance from a human coach, peer interaction, educational articles, and interactive quizzes. The app has been reviewed by a range of media outlets, including newspapers such as the Chicago Tribune and USA Today; health information sources such as WebMD; and lifestyle magazines including Good Housekeeping.

Other services In 2024, Noom launched Noom Vibe, a mobile application that encourages users to develop healthy habits by awarding "vibes"—a form of points—for activities such as walking or meeting step goals. That same year, Noom introduced a 3D body scanning feature within its app, designed to help users monitor physical changes and prevent muscle atrophy during weight loss. Also in 2024, Noom began offering a compounded GLP-1 medication as part of its weight management program. The formulation includes the same active ingredient found in the anti-obesity medications Wegovy and Ozempic.

Research In 2016, a study published in Scientific Reports analyzed data from approximately 36,000 users of the Noom app, of whom 78% were female and 22% male. The data were collected between October 2012 and April 2014. To be included in the analysis, users had to log their weight at least twice per month over a period of six consecutive months. The study found that 78% of participants self-reported weight loss while using the app. The median duration of weight reporting was 267 days (approximately nine months). The frequency of data logging was positively correlated with weight loss. Additionally, male users had a higher average starting BMI and reported greater average weight loss compared to female users. In 2017, the Centers for Disease Control and Prevention (CDC) recognized Noom as a certified diabetes prevention program, making it the first mobile health application to receive such designation.

Criticisms

Health programs Noom has been criticized for promoting elements of diet culture in its advertising campaigns. The app has also faced criticism for setting calorie goals that some users and experts have deemed inappropriately low, and for employing coaches who may lack formal qualifications as registered dietitians. Coaching has been described as relying heavily on canned responses. Upon sign-up, users are prompted to complete a questionnaire consisting of over 50 questions, which is used to generate a personalized program. In 2021, the UK-based organization Privacy International alleged that Noom, along with other diet platforms, used such lengthy surveys to attract users but did not always tailor the resulting programs to the collected data. The organization claimed that many users received the same or highly similar programs regardless of their answers. It also raised concerns about the handling of potentially sensitive health data, alleging a lack of transparency regarding the sharing of such data with third parties, including Facebook, potentially in violation of the European General Data Protection Regulation (GDPR). In a follow-up investigation in 2023, Privacy International reported that Noom had made "significant positive changes" to its data handling practices. However, the organization noted that data was still being shared with Facebook and concluded that "there is still room for improvement."

Billing issues lawsuit In August 2020, the Better Business Bureau (BBB) issued a warning to consumers regarding Noom's subscription practices. The BBB reported that numerous customers had filed complaints about difficulties canceling their subscriptions after the free trial period, as well as challenges in contacting the company to request refunds. In February 2022, Noom agreed to a $62 million settlement in a class-action lawsuit that alleged the company had used deceptive billing practices related to automatic subscription renewals. Qualifying claimants received approximately $167 each. During the case, a former senior software engineer at Noom testified that the cancellation process was intentionally designed to be difficult, with the goal of generating revenue from customers who failed to cancel in time. In response, Noom stated that it had taken steps to improve transparency around its pricing and policies, including the implementation of self-service cancellation tools.

Worked examples

Example 1 — a first encounter with Noom

Start with the simplest possible case. Write down what Noom claims or describes in one sentence, then invent the smallest concrete situation in which that sentence is true. In science, the smallest case is usually a single object, a single equation or a single measurement. Check that every symbol or term in your sentence has a meaning in that case.

Example 2 — changing one variable

Take the situation from Example 1 and change exactly one quantity: double it, halve it, or set it to zero. Predict what should happen to Noom before you calculate. Comparing your prediction with the result is the fastest way to find out whether you understand the idea or only the words.

Example 3 — an exam-style question

Typical questions about Noom ask you to (a) state it precisely, (b) apply it to given data, and (c) explain a limitation. Practise writing all three answers in under five minutes; the third part is what separates a full-mark answer from an average one.

Applications of Noom

In research: Noom appears in science research whenever the underlying quantities have to be modelled precisely. Papers usually cite it as a starting assumption and then explore where it breaks down.
In technology and industry: Engineering practice reuses Noom in design rules, simulations and safety margins. Knowing the idea lets you read a specification sheet and understand why the numbers look the way they do.
In the classroom: Noom is common in secondary-school and first-year university syllabi. It links to neighbouring topics 2008 establishments in New York City, Companies based in New York City, Diets, so understanding it makes those chapters shorter.
In everyday life: Look for Noom outside the textbook — in sport, cooking, traffic, electronics or the sky above you. An example you found yourself is remembered far longer than one you were given.

How to study Noom in 20 minutes

Read the reference excerpt below once, without taking notes.
Close the page and write down what Noom means in your own words.
Compare your version with the excerpt and mark what you missed.
Work through the three examples above with pen and paper.
Explain Noom out loud to somebody else — or to Teacher Smith in the lgStudy chat.

Frequently asked questions

What is Noom in simple terms?

Noom is an American privately held digital health company that provides weight management and behavioral health services through a subscription-based mobile application. Founded in 2008, the company combines behavior change psychology with access to weight loss medications and dietary supplements.

Why does Noom matter?

Because it connects several science ideas at once: it gives you a definition you can apply, a quantity you can calculate, and a way to check whether a result is plausible.

How should I study Noom?

Read the excerpt, restate it from memory, then work through the examples and applications listed on this page. The five-step study plan above takes about twenty minutes.

What does this page cover?

It gives you a compact reference excerpt plus original lgStudy explanations, examples, applications and study material on Noom.