Today, I'm joined by Geoff Cook, CEO of Noom.

Evolved from behavior change app to clinical health platform, Noom combines personalized coaching with medications like GLP-1s to forge better habits and drive long-term health outcomes.

In this episode, we discuss using medication as a catalyst for behavior change.

We also cover:

• Shifting revenue driven by medicated plans

• Microdosing GLP-1s

• Building the "Duolingo of Health"

Subscribe to the podcast → insider.fitt.co/podcast

Subscribe to our newsletter → insider.fitt.co/subscribe

Follow us on LinkedIn → linkedin.com/company/fittinsider

Website: www.noom.com

Programs for weight loss and proactive health available

-

The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.

Fitt Talent: https://talent.fitt.co/

Consulting: https://consulting.fitt.co/

Investments: https://capital.fitt.co/

Chapters:

(00:00) Introduction

(01:30) What's changed at Noom

(02:00) Revenue shift

(03:25) GLP-1s as catalyst

(04:20) Food noise silence

(05:35) Discontinuation rates

(06:35) Medication to maintenance

(07:00) Microdosing GLP-1s

(08:35) Challenges and strategies

(09:50) Self-experimentation & preventative health

(12:20) Other supplements

(14:05) Stacking habits

(15:35) What belongs in clinical care?

(16:20) Litmus test

(17:20) Research investment and peer-reviewed studies

(18:25) Largest microdose dataset in the world

(19:30) Virtuous loop

(20:30) Cue, micro-habit, reward framework

(21:25) Gamification

(22:32) Behavior change foundation

(24:00) Condition advantage over competitors

(26:00) Women's health, blood testing, & category expansion

(26:35) Behavior, diagnostics, and clinical care

(28:15) Blood testing for proactive health

(29:20) Care stacks and vertical integration trends

(31:10) IPO timeline and public market readiness

(32:35) 2026 goals

(33:40) Conclusion