Diet & Health

Noom: What’s the weight reduction app and does it work?

Think about that you may drop some pounds with out occurring a weight loss plan.

Think about that you may restore your damaged relationship with meals, with starvation, with your individual pores and skin, and within the course of shed these 10 kilos you’ve been eager to lose. Think about that you may merely discover ways to get in contact along with your physique — thoughtfully, mindfully — and educate your self to not crave meals that don’t nourish you. Think about that you may transcend America’s poisonous weight loss plan tradition, and on the similar time, you may be actually, actually skinny.

That’s the dream that Noom, a buzzy weight reduction app focused to younger individuals, has been promoting for years. “With Noom, day-after-day is ‘No Eating regimen Day,’” it declared on Instagram final Might. “And sure, we additionally assist individuals drop some pounds,” it added within the caption. Noom’s messaging insists that it teaches customers wholesome, sustainable habits that go away them feeling comfortable and happy because the kilos soften away.

The no-diet weight loss plan angle paid off. In February, the Wall Avenue Journal reported that Noom was valued at $4.2 billion in Might 2021, and late final 12 months it anticipated its 2021 income to complete greater than $600 million. It was even circling the potential for an preliminary public providing for early 2022, with a potential valuation of $10 billion.

However the Wall Avenue Journal didn’t assume that IPO was going to occur anytime quickly. “Noom’s key differentiator — making use of psychology to attain long-term weight reduction — has lately backfired,” it defined. Critics say that Noom is simply one other weight loss plan app at greatest, and a misleading gateway to disordered consuming at worst.

“The concept that there might be a technique to drop some pounds with out having all the psychological and emotional hang-ups round meals and weight loss plan tradition is tremendous interesting,” says Meredith Dietz, the reporter behind the latest Lifehacker article headlined “Fuck Noom.” “However I don’t assume Noom really delivers.”

Virginia Sole-Smith, the journalist behind the fats activist publication Burnt Toast and a high-profile critique of Noom in Bustle final October, agrees.

In an interview, Sole-Smith stated she was drawn to reporting on Noom partially due to the consumer base that its “not like common diets” advert marketing campaign was drawing on. “I used to be listening to from lots of people who have been doing it who didn’t consider themselves as dieters and wouldn’t wish to be doing a weight loss plan,” Sole-Smith says. “They have been like, ‘Nicely, it’s serving to me rethink a few of my habits and unpack a few of my points with meals.’ After which just a few months later, I might hear from them once more being like, ‘Truly, it’s ruining my life.’”

The combat between Noom and its critics is an element of a bigger cultural warfare that has begun to play out over the previous 10 years over how we should always take into consideration meals, weight, our bodies, and well being.

In a single nook is the standard weight loss plan tradition most American girls grew up in, which holds that weight is an important indicator of well being. Below this technique, it’s an article of religion that for those who merely train just a little willpower and expend extra energy than you soak up, you’ll drop some pounds. It is usually an article of religion that it’s essential on your total wellness and your private happiness that you just be skinny in any respect prices.

Within the different nook are the rising anti-diet and Well being at Each Measurement actions. Citing a mounting pile of analysis, these teams maintain that the correlations between weight and well being should not practically as simple as weight loss plan tradition would have you ever assume. What’s extra, they add, most diets don’t end in long-term weight reduction and may even injury your metabolism in the long term.

“There isn’t any different product that would have a 5 % efficacy charge and be peddled as laborious as diets are peddled,” says Sonya Renée Taylor, founding father of the digital media and training firm The Physique Is Not an Apology, citing a extensively quoted research from 1959. (Whereas the 95 % quantity has been known as into query, different research do persistently present that the overwhelming majority of diets fail.) “And but companies nonetheless promote diets and promote the concept of a smaller physique as a extra worthwhile physique, as an inherently more healthy physique, as a greater physique.”

Noom seems to be making an attempt to separate the distinction between conventional weight loss plan tradition and the rising anti-diet motion. It positions itself as a program that teaches customers to drop some pounds the sensible, wholesome method, following the tenets of the physique positivity motion whereas nonetheless serving to customers make their our bodies more healthy.

Its critics say that beneath the buzzy wellness vocabulary and millennial pink branding, Noom is simply one other weight loss plan app. What makes it totally different from Weight Watchers, Jenny Craig, and their ilk is that Noom is all dressed up within the rhetoric that activists have been utilizing for many years to attempt to take down weight loss plan apps as soon as and for all.


Whereas Noom celebrates No Eating regimen Day on Instagram, in apply, it really works like a basic low-calorie weight loss plan. After registering, customers are prompted to set a objective weight and to resolve how shortly they wish to drop some pounds. Noom will then generate a each day calorie finances that customers are anticipated to observe, and it instructs customers to log their meals day-after-day to ensure they’re staying on monitor.

Whereas a acknowledged a part of the Noom philosophy is that no meals are off-limits, it does give customers a stoplight system to categorise their meals. Inexperienced meals could also be eaten in massive portions, yellow meals are to be eaten sparsely, and pink meals are to be restricted. As a result of Noom’s system is predicated across the concept of caloric density, pink meals reportedly embody not solely basic weight loss plan villains like desserts and potato chips and pink meat, but additionally wellness favorites like nut butter and full-fat dairy. Inexperienced meals are people who comprise numerous water, like vegatables and fruits. Yellow meals embody seitan, lentils, and avocado. (Noom doesn’t make the complete lists of color-coded meals accessible publicly, however different sources have compiled extra complete lists.)

Along with the calorie finances and the stoplight system, customers get a Noom well being coach, a peer assist group, and each day classes on the psychology of consuming. The entire bundle prices $199 for an annual subscription, or $60 by the month.

Some customers say Noom is a superb expertise. Emily Gonzales, a 35-year-old labor and supply nurse primarily based out of LA, was on Noom from Might 2019 to August 2020. She says she misplaced 190 kilos and succeeded in assuaging her Kind 2 diabetes. (Two research recommend {that a} very low-calorie weight loss plan can enhance diabetes management and maybe reverse Kind 2 diabetes in individuals with weight problems, though signs might finally return — and reversal will not be attainable for everybody with Kind 2 diabetes. Per the CDC, a wholesome charge of weight reduction is one to 2 kilos per week.)

“I’ve tried every thing, on and off, my complete life,” Gonzales stated over Zoom. “I’ve carried out Nutrisystem. I’ve carried out Medifast, which is like 5 shakes a day and one actual meal. I attempted low carb. I attempted ravenous myself.”

Gonzales says she at all times misplaced weight on the diets she tried earlier than, however as quickly as they have been over she would return to her regular consuming habits and achieve the burden proper again. She may by no means work out why sure meals have been purported to be good and different meals have been purported to be dangerous on any specific weight loss plan, so she may by no means persist with the habits she made there.

Noom, she says, is totally different: “They educate you the why.” She is aware of which meals are dense in energy and that are excessive in water, and she or he says that consuming much less calorie-dense meals retains her fuller for longer.

“I’m by no means hungry,” she says. “I eat tons of veggies, tons of fruit.” Gonzales is at present on a weight loss plan of 1,400 to 1,800 energy a day and plans to proceed on it, though she not tracks her energy each day. (Well being professionals suggest girls eat round 2,000 energy per day, though this quantity is extremely variable relying on ranges of bodily exercise, metabolism, age, top, and extra.)

Different Noomers didn’t have such a superb time. Sara Davis, a 40-year-old advertising and communications author in Philadelphia, says she turned to Noom in 2018 for assist managing her power sickness.

“I had learn numerous fats acceptance blogs, so I knew that diets didn’t work,” Davis says. She has Hashimoto’s thyroiditis, an autoimmune dysfunction that may embody weight achieve amongst its signs, and she or he had been gaining weight steadily for years.

“It clearly negatively impacted my life in some ways,” Davis says. “I skilled physique dysmorphia. I had to purchase new garments yearly. I used to be searching for out methods to handle my weight that didn’t appear to be diets.”

For some time, Davis went to a nutritionist, who taught her to maintain a meals journal and watch her energy in and her energy out. Then she switched jobs and located that her new insurance coverage wouldn’t cowl the therapy. Noom offered itself as an inexpensive resolution: a technique to drop some pounds that wasn’t actually a weight loss plan.

As soon as she signed up for a free two-week Noom trial, Davis discovered herself dissatisfied. She was already monitoring her each day train and meals consumption in a sequence of detailed charts and graphs. She already had a fundamental understanding of vitamin, so Noom’s each day ideas and calorie-tracking methods weren’t doing a lot for her. “It talked to me like I used to be very silly,” she says.

The one huge change Noom did provide Davis was that it minimize her each day energy, by loads. She was already consuming a reasonably small each day allowance of 1,500 energy, however Noom introduced her all the way down to a 1,200-calorie weight loss plan. That’s what nutritionists think about the naked minimal required for most girls to maintain each day residing. A few of them name it a hunger weight loss plan. (Noom introduced final November that it could not suggest 1,200-calorie diets and raised the extent by 10 %, setting a brand new minimal advice of 1,320 energy for girls.)

“As an individual with Hashimoto’s thyroiditis, I at all times wrestle with power and temper and simply being drained on a regular basis,” Davis says. “However on 1,200 energy I used to be very drained. I couldn’t assume. Very achy. After which it made me imply. I used to be so irritable. I used to be snapping at individuals. I used to be impatient. I had saved having to apologize for issues that I stated. I used to be not myself throughout that interval.”

Davis determined to cancel her Noom membership earlier than the free trial was over. She discovered, although, that Noom had gotten into her head: She saved counting energy and she or he saved making an attempt to limit them as a lot as attainable.

After just a few months, she determined she wished extra construction in her weight reduction efforts. She utilized to enter a weight reduction research on the college the place she labored.

There was only one downside. To enter the research, you needed to undergo a psychological screening first. As soon as Davis had been screened, she was advised she couldn’t be part of the research. As a substitute, she was given a reference to a disordered consuming clinic.

“In order that was for me a wake-up name,” Davis says. “I used to be doing issues which might be thought-about regular by some — by Noom, by the final tradition. However they’re really not. They’re maladaptive behaviors. They’re disordered behaviors.”

Now each time Davis sees a Noom advert, she says, she stories them as a rip-off.

Davis and Gonzales had excessive experiences with Noom. Lots of people undergo Noom with out both curing their power sickness or getting a prognosis of disordered consuming. As a substitute, many individuals have the identical expertise virtually everybody has on a weight loss plan: They lose some weight, cease the weight loss plan, after which achieve it again.

Yves Grant is a 50-year-old technical author who joined Noom in 2019 after seeing a Fb advert. “I used to be the kind of individual that by no means needed to watch my weight as a result of I had a excessive metabolism or whatnot; I may eat no matter I wished,” he says. “However at the moment I used to be getting older and getting heavier.” He preferred that Noom marketed itself as providing neighborhood assist, and that it advised him it wouldn’t be a weight loss plan however a way of life change.

In apply, Grant says, Noom didn’t fairly dwell as much as his expectations. He thought he’d get extra private consideration and concrete ideas from his well being coach, who he says largely provided reflective questions. Whereas the each day psychological ideas have been helpful, they quickly acquired overwhelming.

However the meals monitoring and calorie restriction, he says, actually have been helpful. Between Might and August 2019, he misplaced 30 kilos, and he says he grew to benefit from the feeling of starvation.

After that preliminary drop, Grant’s weight reduction plateaued. Round April 2020, he misplaced curiosity in Noom and stopped logging in, and he by no means renewed his membership. Now, he says he’s gained again half the burden he misplaced, partially as a result of he discovered the weight loss plan unsustainable. “By no means consuming potato chips, by no means?” he says. At one level on Noom, he started retaining an inventory of all of the meals that he cherished and felt he may not have.

Nonetheless, Grant doesn’t blame Noom for his regained weight a lot as he blames his personal dangerous habits. If he desires to drop some pounds once more, he says, he is aware of what he has to do.

“They work for me!” he says. “I’d like to see them succeed.”


The anti-diet motion has been round since a minimum of the Nineteen Sixties, however solely extra lately has it begun to accumulate cultural cachet, due largely to social media. It has many branches: anti-diet, fats acceptance, physique positivity, physique neutrality. It’s been pushed ahead by dozens of journalists and meals professionals and bloggers and authors. In recent times, nutritionist Christy Harrison’s guide Anti-Eating regimen helped mainstream the idea of intuitive consuming, whereas the favored podcast Upkeep Section from journalists Michael Hobbes and Aubrey Gordon has been debunking the junk science behind diets.

On the heart of the anti-diet motion are two scientific claims. The primary is that the connection between weight and total well being is unclear, and that it’s attainable to be each a wholesome fats particular person and an unhealthy skinny particular person. The second is that more often than not, dieters find yourself gaining again all the burden they misplaced after which some inside 5 years of the preliminary weight loss plan. So even when it have been clear that being skinny is essential for well being, that data wouldn’t do a lot for many fats individuals.

The info on the primary declare reveals it to be largely true, with caveats. A 2014 meta-analysis within the scientific journal World Weight problems discovered that between 6 % and 75 % of these categorised as overweight have been “metabolically wholesome,” relying on the definition used for “metabolic well being.” One other meta-analysis, this one within the Journal of the American Medical Affiliation in 2013, discovered that whereas these with a Physique Mass Index (BMI) of 35 and above had the next mortality charge than these with a BMI thought-about regular, decrease grades of weight problems weren’t related to the next mortality charge, and those that have been reasonably obese had a considerably decrease mortality charge. (Per the Facilities for Illness Management and Prevention, a BMI of 18.5 to 25 is taken into account regular, and 30 and above is taken into account overweight.) Lastly, a 3rd meta-analysis in 2014 discovered that obese and overweight individuals who have been match had related mortality dangers as normal-weight individuals who exercised, whereas individuals who didn’t train had twice the mortality charge, no matter BMI.

All of those research could also be impacted by fatphobia, which, as Sole-Smith wrote in Scientific American in 2021, “reveals up within the questions that researchers don’t ask” — questions like what different threat elements would possibly disproportionately have an effect on fats individuals, reminiscent of poverty, smoking, or the unhealthy results of yo-yo weight-reduction plan. Fatphobia even impacts the best way we measure weight problems. Whereas our medical system is constructed on the concept of the Physique Mass Index as an efficient measure of weight problems, the BMI was initially designed to check populations, not people, and was primarily based completely on the typical top and weight of white European males. The CDC and Nationwide Institutes of Well being adopted their present BMI requirements for weight problems in 1998, on the recommendation of a non-public group whose high donors have been pharmaceutical corporations making weight loss supplements.

The info on the second declare is way more simple. Research persistently present that it is rather, very uncommon for dieters each to drop some pounds and to take care of their weight reduction. One 2015 research printed within the American Journal of Public Well being discovered that for individuals categorised as overweight, the chance of achieving a BMI-normal weight is 1 in 210 for males and 1 in 124 for girls. For individuals categorised as morbidly overweight, the chance goes all the way down to 1 in 1,290 for males and 1 in 677 for girls. One other 2015 research in World Weight problems discovered that just about all dieters achieve again the burden they lose inside 5 years, and one-third regain greater than they misplaced.

Whereas the science round weight is murkier than anybody want to admit, there appears to be a reasonably clear motive why dieters are likely to regain their weight so persistently: Human our bodies don’t like shortage. Should you prohibit your energy, after an preliminary interval of reducing weight, research recommend that your metabolism will sluggish. It would turn out to be simpler, not more durable, so that you can placed on weight. And your physique will crave extra energy, with increasingly more energy, till you break your weight loss plan and, usually, end up binge-eating uncontrollably.

So why, anti-dieters wish to know, will we hassle weight-reduction plan in any respect? Why have we allowed a complete business to stand up round telling individuals to do that inconceivable factor, particularly if it’s not clear that it’s even medically mandatory? What will we get out of weight-reduction plan besides alienation from our our bodies, a deeply disordered relationship to meals, and a dysfunctional metabolism?

In reality, anti-dieters argue, weight-reduction plan can injury the very our bodies it guarantees to heal. Along with slowing the metabolism, frequent weight-reduction plan is related to greater mortality charges and may double the chance of dying by coronary heart illness in sufferers with coronary artery illness. It may possibly additionally injury the thoughts. One research finds frequent weight-reduction plan is related to excessive charges of despair. Dieters can turn out to be overwhelmingly fixated on meals. Within the Minnesota Hunger Examine of 1944, 36 male volunteers have been saved in a state of semi-starvation for six months on a 1,570-calorie-a-day weight loss plan. Earlier than lengthy, they grew to become obsessive about meals, fantasizing about it and discussing it in any respect hours. Now medical doctors think about excessive preoccupation with meals a symptom of hunger, partially due to this research.

Furthermore, the boundaries between weight-reduction plan and consuming problems can simply turn out to be porous. Anti-diet books like Intuitive Consuming are pitched to dieters who’ve discovered themselves estranged from their physique’s starvation and satiation indicators and must relearn methods to eat. In the meantime, within the pro-ana boards and hashtags the place self-identified anorexics allow each other, posters brag about instructing themselves to benefit from the feeling of starvation.


In 2016, a girl who we’ll name Amy completed her graduate diploma in vitamin and her dietetic internship, making her a board-certified dietician. It wasn’t a straightforward journey for her. “It’s not unusual for many individuals within the vitamin discipline to get there by means of their very own disordered relationships with meals, and I’m positively in that camp,” she says.

Amy’s plan was to assist different individuals take management of their relationships with meals, in the best way she craved taking management of her personal. They’d all study to eat much less and extra healthfully, to maintain their our bodies slim. As she saved exploring vitamin after graduating, Amy started to come across new methods of fascinated with meals.

First, she discovered about conscious consuming, the apply of paying shut consideration to the meals you eat and your physique’s response to it. From there she discovered of intuitive consuming, the apply of rejecting all meals guidelines and permitting your physique to information your consuming. Then she started listening to about Well being at Each Measurement, the motion that argues that it’s attainable to dwell a wholesome life it doesn’t matter what your weight is.

“I began studying the analysis from that lens, relatively than my very a lot weight-biased lens,” Amy says. “Every little thing began to line up and I used to be like, ‘Oh my gosh, this makes a lot sense.’ It actually turned my world the wrong way up.”

Amy was fascinated sufficient by what she discovered about intuitive consuming and physique positivity to wish to incorporate each into her rising apply as a nutritionist. She wished extra expertise utilizing each of them below another person’s supervision earlier than she was prepared to enter non-public apply. When she heard a few promising weight reduction firm that appeared to be utilizing numerous the rhetoric of intuitive consuming, she jumped on the likelihood to interview for a job there.

In March 2018, Amy started working as a well being coach for Noom. “I used to be optimistic that there could be alternatives to make use of intuitive consuming, particularly since they incorporate it of their curriculum,” she says. Now, she says, “I believe I used to be most likely mendacity to myself.”

(Amy requested to not be recognized by her actual identify as a consequence of a nondisclosure settlement she signed with Noom. Vox has verified her employment with the corporate.)

As Amy put in her time at Noom, she discovered herself regularly shedding religion within the firm.

The well being coaches, she says, have been perennially understaffed. Whereas the corporate’s objective was to have every coach working with 300 customers per week, at peak season, Amy says she discovered herself dealing with 800 energetic customers per week. In an emailed assertion, Noom stated, “We don’t publicly escape the ratio of Noom Coaches to customers, however caseloads are carefully monitored to make sure that all customers are receiving the assist they should attain their targets.”

Amy says the employees acquired a money bonus for the additional work, and she or he thought all her colleagues have been supportive and well-intentioned. She was anxious, although, in regards to the customers she was purported to be teaching.

“They have been beginning to see that they’d misplaced some weight however now they have been gaining some again,” she says. “They have been having numerous difficulties. They have been having numerous meals preoccupation. They have been having all these actually basic indicators of hunger.”

Amy tried to work carefully with the circumstances she was assigned to. She would inform them that the calorie finances that they had been assigned was a minimal, not a most, to attempt to hold individuals from ravenous themselves. Nonetheless, she discovered herself preventing in opposition to the design of the app, which flared shiny pink warning indicators each time customers went over their calorie budgets. The excessive workload additionally meant she by no means had time to pack all of the nuance into her conversations with customers that she wished to.

In September 2018, HuffPost printed a characteristic story from future Upkeep Section co-host Michael Hobbes titled “Every little thing You Know About Weight problems Is Improper.” It was extensively learn and extensively shared throughout the web, together with inside Noom.

“That was one of many greatest articles that had come out within the mainstream [news] since I had been conscious of the [size-]inclusive paradigm, in order that was actually thrilling for me to see it getting that sort of protection,” Amy says. Nonetheless, “the response to it at Noom was not satisfying to me.”

In his article, Hobbes argues that our tradition’s overwhelming concentrate on shaming fats individuals into reducing weight is merciless, unproductive, and anti-scientific. “It’s time for a paradigm shift,” Hobbes wrote. “We’re not going to turn out to be a skinnier nation. However we nonetheless have an opportunity to turn out to be a more healthy one.”

Amy says that she had a productive dialog in regards to the article along with her supervisor, and that she noticed loads of her colleagues discussing it in good religion. “Individuals have been beginning to query a few of the issues that total Noom was perpetuating,” she says.

Finally, although, Amy felt that Noom’s response to the article was dismissive. That, she says, is when she knew she couldn’t keep at Noom.

“It actually simply began grating on me, the entire curriculum they’ve, the best way they clarify it. Listening to their adverts on NPR principally any time I turned the radio on,” she says. “It simply acquired actually irritating to listen to the message over and over that ‘we’re not a weight loss plan’ after they very clearly are.”

Shortly after the HuffPost article got here out, Amy transitioned from full-time to part-time. Six months later, she had sufficient cash to go away for good and concentrate on creating her non-public apply as an anti-diet dietician.

In the meantime, Noom was flourishing with the onset of the pandemic. Burdened stay-at-home employees started obsessing over whether or not they have been placing on the “Covid 15,” and Noom was prepared and ready for them.

As Noom saved scaling up, the backlash was constructing. In January, Alina Stone tweeted, “each noom advert is like ‘we’re NOT a weight loss plan. we’re an consuming dysfunction :).’” The joke was sufficient to get Noom trending worldwide, with former Noomers sharing their tales within the replies. (In an emailed assertion to Vox, Noom director of communications Sara Cohen stated, “We take consuming problems extraordinarily critically and have for the reason that earliest days of constructing our product.”)

“I used to be simply sort of uninterested in listening to the adverts and bored with them pretending they weren’t a weight loss plan,” Stone says in a Zoom interview. “It was fixed, in podcasts and on YouTube. And it’s actually laborious to skip the adverts on YouTube! They will use these buzzwords and catchphrases all they need, nevertheless it’s a weight loss plan.”

For ex-Noomers, the anti-diet vitamin rules that the corporate claimed to show aren’t fairly impartial territory anymore. In her non-public apply, Amy says she recurrently sees purchasers who went by means of Noom’s program. When she tries to introduce intuitive consuming ideas to them, she finds that she tends to have issues.

“It takes numerous work to undergo these classes once more,” she says. “They’re like, ‘Oh, yeah, I perceive that.’ After which after they’re speaking, it’s sort of like, ‘I’m listening to that you just don’t [understand it],’ due to the best way that Noom has mentioned a few of these subjects. It’s actually retaining individuals on this disordered relationship with meals.”

Sonya Renée Taylor, the founding father of The Physique Is Not an Apology, says she wasn’t shocked to see Noom current itself with co-opted anti-diet language. “I anticipate capitalism to capitalize,” she says. That doesn’t imply, she provides, that Noom isn’t hurting individuals.

“On the finish of the day, any modality that tells you that by some means you’re incorrect, that your pure physique cues are failing you, and that by some means you’re going to choose into a greater life by being another sort of physique can’t do something however gasoline oppression,” Taylor says. “And something that fuels oppression is inherently, innately dangerous.”

Related Articles

Back to top button