Noom Inc., a prominent weight loss app developer, is diversifying its offerings by expanding into the realm of online fitness. The company aims to tackle an issue prevalent among patients using popular obesity treatments that often result in a decline in muscle mass. To address this, Noom has partnered with FitOn Inc., an online fitness platform, to introduce "Muscle Defense," a specialized program designed to help users preserve muscle while shedding pounds with the help of GLP-1 drugs.
Noom's foray into online fitness demonstrates their commitment to optimizing the use of weight loss treatments from pharmaceutical giants Novo Nordisk A/S and Eli Lilly & Co. Both companies are leaders in the market, which is projected to reach $100 billion in sales by the end of the decade. Noom recognizes an opportunity to support patients in maintaining strength and fitness while undergoing their weight loss journey, according to CEO Geoff Cook.
When using GLP-1 drugs, the focus shifts from simply monitoring calories to prioritizing nutrition and adopting healthy eating practices. Noom's approach aims to encourage individuals to view food as medicine and make informed choices regarding their diet. By combining exercise videos crafted by obesity specialists with educational materials, Noom's program equips users with strategies to minimize muscle loss. Certain studies suggest that individuals taking GLP-1 medications are susceptible to muscle loss if they do not incorporate proper dietary changes and increased physical activity.
Dr. Robert Kushner, a professor of medicine at the Feinberg School of Medicine at Northwestern University, acknowledges the challenge of regaining muscle mass, particularly among older adults. He emphasizes the importance of using the muscle through exercise and maintaining a balanced diet rich in protein and sufficient calories to sustain muscle mass.
The rollout of Noom's "Muscle Defense" program is scheduled for March and follows the company's recent pivot towards tailoring services for those taking weight loss drugs. Noom had previously launched the broader GLP-1 Companion program earlier this year. The company believes that the field of obesity care is at a crucial turning point, and it is essential to ensure that the emphasis is on improving overall health rather than solely achieving weight loss.
Noom's expansion into online fitness highlights its commitment to providing holistic support to individuals pursuing weight loss with the aid of medications. By addressing the concerns of muscle loss associated with GLP-1 treatments, Noom aims to make the weight loss journey not only effective but also sustainable and health-oriented.