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Noom
Behaviour-change weight-loss & GLP-1 companion app
Nutrition & metabolic health
Noom is a US-based mobile app that combines cognitive-behavioural coaching and food logging with, since 2023, prescription GLP-1 weight-loss medication support.
The read
Noom has repositioned from a pure CBT-based weight-loss app into a broader GLP-1-era health company, offering medication support and hormone-therapy products alongside its original habit-change programme. In September 2025 it launched a free "microhabits" tier, followed in October 2025 by AI-powered features.
In April 2026 it completed the acquisition of Tailor Made Compounding, a compounding pharmacy, giving it direct control over production of its compounded GLP-1 and hormone-therapy medications. Geoff Cook, appointed CEO in July 2023, succeeded co-founder Saeju Jeong, who remains executive chairman.
The Bridgehead view
Noom's shift from selling behaviour change to manufacturing its own GLP-1 supply shows the whole weight-loss-app category re-platforming around drug distribution rather than psychology, a pivot that raises the regulatory and supply-chain stakes far beyond a typical consumer app.
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ReadThe firm that knows health-tech
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