How Noom and WW sell mindfulness as a way to lose weight

Final December, Stephen Snowder, a 37-year-old communications staffer at a white-shoe regulation agency in New York, Googled “pandemic weight acquire.” He’d stopped jogging and had indulged in comforting Grubhub meals whereas quarantining. He wished to match into his 2019 garments once more.

As he discovered himself sifting by way of details about numerous weight-loss firms and packages on-line, one slogan caught his eye: “Cease Weight-reduction plan. Get Lifelong Outcomes.” An app—known as Noom—promised to use psychology to assist “construct new habits to crush your objectives.” The corporate’s web site described how he’d be paired with a wellness coach and obtain quick classes and quizzes based mostly on cognitive behavioral remedy methods. Crucially, the app stated he may eat something he wished. Noom advertisements quickly flooded Snowder’s Instagram feed. He signed on.

The American Psychological Affiliation reviews that the 42% of Individuals who gained weight between March 2020 and February 2021 added a mean of 29 kilos to their frames. Individuals are actually wanting to shed that weight. The marketplace for weight-loss merchandise is increasing, estimated to develop from almost $255 billion globally this yr to $377 billion by 2026, in accordance to analytics agency Analysis and Markets. Maybe no firm is capitalizing on this higher than Noom, which is valued at $4 billion and has raised greater than $650 million from buyers, such as Sequoia Capital and Silver Lake. Launched in 2016, the corporate’s app has been downloaded some 45 million instances; Noom says it almost doubled annual income between 2019 and 2020, reaching $400 million.

With its emphasis on wellness over weight loss—a message that it disseminates by way of social media advertisements and influencer advertising—Noom has been driving the wave of physique positivity to attraction to individuals in search of a extra holistic way to shed kilos. It’s not alone: In 2018, Weight Watchers rebranded to WW, partly to broaden its attraction. “There’s rather more to it than simply weight loss,” says Debra Benovitz, WW’s senior vice chairman of “human truths and group impacts.” “We hear a lot that [people] come for weight loss, however discover wellness.” (The rebranding hasn’t been fully profitable. Although WW is gaining floor with digital subscribers, the corporate’s income dropped 10% yr over yr within the second quarter of 2021.) Newer entrants embrace weight-care startup Discovered, which simply got here out of stealth and is backed by enterprise capital companies GV and Atomic. It affords digital teaching and help teams, as nicely as telemedicine consultations with physicians who can prescribe weight-loss medicine.

However even as they champion a psychosocial method to more healthy habits, Noom and different on-line teaching packages are nonetheless targeted on getting individuals to drop kilos by reducing meals consumption—the identical approach that’s outlined weight loss since counting energy got here into vogue within the Nineteen Twenties. “Intuitive consuming and the anti-diet motion have develop into standard,” says Alexis Conason, a medical psychologist, eating-disorder specialist, and writer of The Food plan-Free Revolution. “Weight-loss firms are attempting to get on that bandwagon by claiming that they aren’t food regimen firms, when they’re.”


Noom’s ascendancy comes at a time when celebrities and firms alike are spreading the message of physique positivity and weight inclusivity—of loving your self the way you’re. At the moment’s weight-loss firms have figured that out. Gone are fat-shaming advertisements that includes individuals holding their pre-weight-loss pair of denims. Noom’s advertising talks of day by day doses of self-care and being the boss of your personal life. The app encourages customers to change their relationship with meals by setting objectives, figuring out emotional triggers associated to consuming, and (sure) holding themselves accountable by logging what they eat and weigh every day.

WW is taking a related method. Final fall, it launched myWW+, a personalised app-based program that mixes meal-planning instruments with options that sort out weight loss by sleep, mindset, and bodily exercise. “We’re a behavior-change firm, and weight is an finish level,” chief scientific officer Gary Foster is fond of claiming. Discovered tries to thread the needle the identical way. “That is holistic. It’s not nearly what you lose, it’s what you discover alongside the way,” says cofounder and chief working officer Swathy Prithivi. In different phrases, by promising to rework customers’ life (slightly than simply their our bodies), firms stay on the correct aspect of the body-positivity motion.

Clients, in the meantime, have to pay—usually. Noom’s subscriptions begin at a month-to-month value of round $65, whereas WW’s digital membership begins at $21.95 a month. Discovered prices a mean of $100 a month, together with drugs. Every year, almost half of all American adults food regimen. Solely 5% of them efficiently maintain the weight off. Weight-loss companies revenue regardless.

As a lot as these firms attempt to distance themselves from the thought of imposing calorie restrictions, that’s in the end what they’re promoting. When Snowder began utilizing Noom, he was instructed he may eat any meals he wished—as lengthy as he stayed inside a restrict of 1,400 energy a day, or a little greater than half the advisable calorie consumption for a grown man, in accordance to the U.S. Division of Agriculture. Over at WW, customers are now not requested to depend energy particularly, however they’re given daily-point objectives, with every meals portion assigned a quantity based mostly on calorie depend and dietary worth. Discovered and Calibrate, one other telehealth startup, each provide physician consultations and prescription drugs. However even they find yourself on the similar place: meal logging and restrictive diets (albeit ones overseen by physicians).

The issue is just not that these firms depend on weight-reduction plan to get individuals to meet their objectives. It’s that the wellness-centric advertising that they’ve embraced will be deceptive—and worse. Conason and different eating-disorder consultants notice that Noom has co-opted the language of eating-disorder restoration, utilizing phrases like “aware consuming” and “anti-diet.”


“That advertising sucks individuals in who is perhaps in search of one thing completely different than a conventional food regimen,” says Christy Harrison, a dietitian, licensed eating-disorder specialist, and writer of Anti-Food plan: Reclaim Your Time, Cash, Effectively-Being, and Happiness By Intuitive Consuming. “Individuals get seduced once they’re susceptible and usually don’t notice how unhealthy it’s till it’s too late.”

On the similar time, Noom’s advisable practices, such as calorie counting, meals restriction, and weighing your self, can encourage consuming issues. “Apps like Noom and WW’s have a tendency to focus on food regimen tradition, and that may be actually dangerous for these prone to an consuming dysfunction,” says Lauren Smolar, senior director of packages on the Nationwide Consuming Problems Affiliation. (Noom says it screens out individuals with unhealthy weight objectives or indicators of consuming issues.) “It’s calorie counting, day by day weighing…it’s weight-reduction plan. They will name it no matter they need however in the end it’s nonetheless a food regimen,” says Shira Rosenbluth, a social employee who focuses on working with individuals with disordered consuming and physique picture points. “The way they market and the way Noom works is extremely harmful and dangerous for anybody making an attempt to have a relationship with meals and their physique,” she provides.

Although Noom entices prospects with the promise of utilizing a goal-oriented psychotherapy program, the corporate’s coaches aren’t licensed therapists or nutritionists. As an alternative, they undergo 75 hours of “Noomiversity,” which affords well being courses as nicely as motivational coaching. Coaches reportedly could then be assigned a whole lot of shoppers at a time. Conason says there are components of this method that could possibly be useful, however the potential for hurt “far outweighs the profit.” Noom, nonetheless, is simply getting began. In October, the corporate launched Noom Temper, a program to assist individuals address stress and nervousness by utilizing mood-logging instruments related to its food-logging ones.

5 months into his Noom food regimen, Snowder discovered himself continually hungry. He reached out to his coach for recommendation after consuming greater than his allotted energy. “She instructed that what was lacking in my life was vitality,” he recollects. “She additionally stated that I shouldn’t really feel discouraged after I look within the mirror and I don’t like what I see.” The factor is: He had by no means talked about feeling upset by his look.

Weeks later, she despatched him a GIF of Brad Pitt cheering, from the film Burn After Studying, to congratulate him on finishing 20 classes. Shortly afterward, Snowder went to go to his in-laws. He stopped logging his meals, not wanting to ask them about each ingredient in each dish. Then he stop Noom altogether. He determined to benefit from the household time, and savor the meals.


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