325. Geoff Cook, CEO of Noom

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