MyFitnessPal
MyFitnessPal is a digital nutrition and calorie tracking platform serving 280 million+ members globally via a freemium mobile app, offering AI-powered meal planning, computer vision food logging, and a 20-million-item food database under Premium and Premium+ subscriptions.
- Company typePrivate
- Founded2005
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
MyFitnessPal firmographics
Firmographics- Name
- MyFitnessPal
- Legal name
- MyFitnessPal, Inc.
- Website
- https://www.myfitnesspal.com/
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- MyFitnessPal is a digital nutrition and calorie tracking platform serving 280 million+ members globally via a freemium mobile app, offering AI-powered meal planning, computer vision food logging, and a 20-million-item food database under Premium and Premium+ subscriptions.
- Ownership category
- akta.pro rank
MyFitnessPal industry classification
Industry- Product category
- Digital nutrition tracking software
- NAICS
- Diet and Weight Reducing Centers (812191)
- akta.pro primary industry
- Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN)
- akta.pro secondary industry
- General Nutrition Coaching (HSADAFAA)
Keywords
Where MyFitnessPal is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MyFitnessPal business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Premium Subscriptions (Freemium): MyFitnessPal operates a freemium model with a free tier offering basic food logging and a Premium tier unlocking advanced features (barcode scan, meal scan, voice log, custom macro goals, intermittent fasting tracker, ad-free experience, priority support, progress reports) at $19.99/month or $79.99/year. Premium+ adds AI Meal Planner with grocery syncing at $24.99/month or $99.99/year.
- Advertising: MyFitnessPal launched its own data-driven advertising business in March 2026, shifting from a single mobile display ad format sold through third-party exchanges to direct sales channels offering video units, native video, app interstitials, newsletter ads, and branded recipe integrations. Users upload an average of 16 food items per day, providing rich behavioral data for ad targeting. The company takes a cautious approach to retail media by avoiding open exchange bidding and data marketplace listings to protect proprietary data.
- Data Monetization (indirect): MyFitnessPal collects significant user nutrition and health behavioral data (average 16 food items logged per user per day) that informs advertising targeting and is shared with marketing/advertising partners. The platform has been reported to have a low privacy rating (34%) due to extensive data collection practices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Premium+ (Meal Planner included) |
| Subscription | Annual | Premium (logging enhancements) |
| Freemium | Monthly | Free (core app) |
| Subscription | Annual | Employer / B2B Plans |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels10 records
MyFitnessPal product offering
Product offeringCore offering
MyFitnessPal operates a mobile-first, freemium nutrition tracking platform that lets users log foods, calories, macros, water, exercise, weight, and intermittent fasting via a database of 20+ million foods, with Premium ($79.99/year) and Premium+ ($99.99/year) subscription tiers adding AI-powered voice logging, photo-based meal scanning, AI Meal Planner with grocery-delivery syncing, and AI Coach personalized nutrition guidance. The company also runs an employer/B2B bulk-purchase channel and a direct-sold advertising business on owned media.
Product overview
MyFitnessPal is a comprehensive digital nutrition tracking platform offering a freemium model with tiered subscription plans. The core MyFitnessPal app provides free calorie counting, macro tracking, and exercise logging, with Premium ($79.99/year) adding barcode scanning, voice logging, meal scan, custom macros, and ad-free experience. Premium+ ($99.99/year) adds the AI-powered Meal Planner with 1,500+ recipes, automated grocery lists, and grocery delivery app integrations (Instacart, Walmart, Kroger, Amazon Fresh, Whole Foods). Recent additions include AI Coach (generative AI-powered personalized nutrition guidance) and the acquired Cal AI app (AI computer vision for photo-based calorie tracking). The platform also launched an advertising business in 2026. MyFitnessPal integrates with Apple HealthKit, Google Health Connect, Samsung Health, Fitbit, Garmin, Strava, and ChatGPT Health, serving over 280 million members with one of the world's largest food databases of 20+ million foods.
Differentiator
Problem solved
Functional benefit
Products and services
- MyFitnessPal Core App (Free) Free iOS/Android nutrition tracking app offering calorie counting, basic macro tracking, exercise and weight tracking, water logging, access to the 20M+ food database, and community forums. Contains ads and serves as the funnel into Premium and Premium+.
- MyFitnessPal Premium Paid subscription tier ($19.99/month or $79.99/year) that unlocks barcode scanning, AI-powered Meal Scan (computer vision), voice logging, custom macro goals, intermittent fasting tracker, food insights and comparisons, downloadable progress reports, ad-free experience, and priority customer support.
- MyFitnessPal Premium+ (with Meal Planner) Top subscription tier ($24.99/month or $99.99/year) that includes all Premium features plus the AI-powered personalized Meal Planner with 1,500+ recipes across 10 diet preferences (keto, Mediterranean, vegan, etc.), automated grocery lists, and grocery-delivery syncing to Instacart, Walmart, Kroger, Amazon Fresh, and Whole Foods.
- Cal AI (standalone acquired app) AI-powered calorie counting app that uses computer vision and depth-sensing to estimate calories from photos of food. Operated as a standalone product within the MyFitnessPal ecosystem, having reached 15M+ downloads and US$30–40M in annual revenue.
- MyFitnessPal Advertising Network B2B media business sold to consumer brands, offering video, native video, app interstitial, newsletter, and branded-recipe ad placements. Leverages behavioral data from 5.7M+ monthly active users and an average of 16 food items logged per user per day; distributed only via direct sales to protect proprietary data.
- Employer / Corporate Wellness Bulk-Purchase Program B2B channel accessed via partner.myfitnesspal.com/bulkpurchase that lets employers and benefits brokers provide MyFitnessPal Premium as part of corporate wellness benefits packages. Pricing is not publicly disclosed.
Quantifiable outcome
- 8/10 Premium members have made progress toward their goals
- +3 more outcomes
Companies that use MyFitnessPal
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
MyFitnessPal technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability12 records
Feature8 records
MyFitnessPal partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Hims & Hers HealthcoreMyFitnessPal was added as a wellness partner in the Hims & Hers Benefits program, announced May 28, 2026. The partnership provides Hims & Hers subscribers with access to MyFitnessPal Premium as part of a bundled wellness offering that includes Natural Cycles, Flo Health, Dexcom Stelo, HelloFresh, Factor, Ladder, PVOLVE Studios, and iFIT. Hims & Hers passes 100% of negotiated benefits directly to subscribers, not profiting from the partnership.
- Cal AI (Acquisition — retained as standalone division)coreMyFitnessPal acquired Cal AI in March 2026 (deal closed December 2025). Cal AI is an AI-powered food recognition app founded by teenagers Zach Yadegari and Henry Langmack, using computer vision and depth-sensing to estimate calories from food photos. The Cal AI team is retained as a standalone division within MyFitnessPal. Cal AI had $40M+ in annual revenue, 15M+ downloads, and will continue operating independently while being integrated with MyFitnessPal's 20M+ food database and 380 restaurant chains.
- OpenAI (ChatGPT Health)coreMyFitnessPal is a launch integration partner with OpenAI's ChatGPT Health, announced January 8, 2026. The integration allows US users to connect their MyFitnessPal data to receive personalized diet, exercise, and GLP-1 advice through ChatGPT. Health data is stored separately from general ChatGPT logs and excluded from foundation model training. The integration was developed over two years with input from 260+ physicians.
- Tribe AIcoreMyFitnessPal partnered with Tribe AI (via AWS Bedrock and Anthropic Claude) to develop AI-powered voice logging and recipe recommendation features. This partnership delivered the Voice Log feature allowing users to describe meals verbally for quick food logging, and enhanced recipe discovery capabilities.
- Grocery Delivery Partners (Instacart, Walmart, Kroger, Amazon Fresh, Whole Foods)coreMyFitnessPal Premium+ integrates with major grocery delivery apps (Instacart, Walmart, Kroger, Amazon Fresh, Whole Foods on iOS; Instacart and Walmart on Android) to sync automated grocery lists generated from AI meal plans. This creates a seamless meal planning-to-shopping experience for Premium+ subscribers. Grocery integrations are currently available in the US only.
- Intent (Acquisition — integrated into Premium+)coreMyFitnessPal acquired Intent, an AI-powered personalized meal planning app founded by Will Sun and Peter Zhang. The acquisition, completed February 2025, integrated Intent's technology — including proprietary algorithms, machine learning for meal planning, automated grocery lists, and ingredient ordering — into MyFitnessPal's platform as the new Meal Planner feature launching via Premium+ subscription at $99.99/year. The combined service was initially available in US, UK, Ireland, Canada, Australia, and New Zealand.
- 35+ App and Device Partners (Apple HealthKit, Google Fit, Fitbit, Garmin, Strava, Samsung Health, Health Connect, Smart Scales)coreMyFitnessPal syncs with more than 35 apps and fitness devices including Apple Watch, Fitbit, Garmin, Samsung Health, Google Fit, Health Connect, Strava, and smart scales. This allows users to automatically sync steps, calorie burn, weight, sleep, and other health metrics, creating a broad interoperability ecosystem.
Scale indicators14 records
Recent moves6 records
Expansion highlights7 records
MyFitnessPal competitors and assessment
Company assessmentDirect peers
- Noom: Noom is a direct competitor offering a weight-loss and nutrition coaching app with personalized coaching, meal logging, and behavior-change programs, targeting the same consumer base seeking calorie tracking and weight management.
- Lose It!: Lose It! is a direct competitor in calorie counting and nutrition tracking with barcode scanning, macro tracking, and food logging features, serving similar individual consumers managing weight and diet goals.
- Cronometer: Cronometer is a direct competitor offering detailed nutrition and micronutrient tracking, appealing to serious fitness and health-conscious users with a comparable food database and logging approach.
- WW (Weight Watchers): WW is a direct competitor in weight management with a points-based program, food logging, and coaching, serving the same weight-loss consumer segment with a hybrid digital and community model.
- Lifesum: Lifesum is a European-headquartered nutrition and meal planning app offering calorie tracking, diet plans, and recipe suggestions, comparable in functionality to MyFitnessPal's core logging and meal planning features.
- Yazio: Yazio is a nutrition tracking app offering calorie counting, intermittent fasting, and personalized meal plans, competing for the same freemium consumer market as MyFitnessPal in Europe and the US.
Broad incumbents
- Fitbit: Fitbit (owned by Google) is a broad incumbent in fitness and health tracking with devices and an app that integrates with MyFitnessPal, offering overlapping calorie, exercise, and weight tracking within a broader hardware-anchored platform.
- Apple Health: Apple Health is a broad incumbent health data platform integrated with MyFitnessPal via HealthKit; while not a direct nutrition app, it increasingly offers health insights and represents a platform-level substitute for some tracking functionality.
Emerging players
- ChatGPT Health: OpenAI's ChatGPT Health is an emerging AI health assistant offering personalized diet, exercise, and GLP-1 advice with MyFitnessPal data integration; its general-purpose conversational AI could become a partial substitute for nutrition coaching features.
Others
- HelloFresh: HelloFresh is a meal kit delivery partner of MyFitnessPal (via the Hims & Hers benefits ecosystem) and adjacent to MyFitnessPal's Premium+ grocery delivery integrations, reflecting the broader intersection of nutrition tracking and meal provisioning.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat7 records
Key risks5 records
Key highlights7 records
Customer concentration
MyFitnessPal social profiles
Digital presenceMyFitnessPal compliance and trust
Trust signalCompliance6 records
MyFitnessPal financial estimates
Financial estimateRevenue estimate
Valuation estimate
MyFitnessPal leadership team
Management profileNumber of profiles
Profiles6 records
MyFitnessPal subsidiaries and ownership
Company hierarchySubsidiaries2 records
MyFitnessPal funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MyFitnessPal M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MyFitnessPal
What does MyFitnessPal do?
MyFitnessPal operates a mobile-first, freemium nutrition tracking platform that lets users log foods, calories, macros, water, exercise, weight, and intermittent fasting via a database of 20+ million foods, with Premium ($79.99/year) and Premium+ ($99.99/year) subscription tiers adding AI-powered voice logging, photo-based meal scanning, AI Meal Planner with grocery-delivery syncing, and AI Coach personalized nutrition guidance. The company also runs an employer/B2B bulk-purchase channel and a direct-sold advertising business on owned media.
Is MyFitnessPal a public or private company?
MyFitnessPal is a private company. It is classified as private equity controlled and is currently operating.
When was MyFitnessPal founded?
MyFitnessPal was founded in 2005. It employs 51 to 100 people.
Where is MyFitnessPal based?
MyFitnessPal is headquartered in San Francisco, United States, in the North America region.
How does MyFitnessPal make money?
Three revenue lines are on record. Premium Subscriptions (Freemium) is the primary driver. The others are advertising and data Monetization (indirect).
Who are MyFitnessPal's main competitors?
Direct peers on record are Noom, Lose It!, Cronometer, WW (Weight Watchers), Lifesum and Yazio. Broad incumbents are Fitbit and Apple Health. ChatGPT Health is listed as an emerging player. HelloFresh is listed as an others.
Does MyFitnessPal have an API?
Yes. MyFitnessPal offers a public API for developers. The API is referenced in the footer navigation and Terms of Service under 'Commercial Tools' section, which states the API enables commercial use through 'separate agreement with us to do so in advance.' The API documentation is available at https://www.myfitnesspal.com/api. Developer documentation is at www.myfitnesspal.com/api.
What industry is MyFitnessPal in?
MyFitnessPal's product category is Digital nutrition tracking software. Its primary akta.pro industry code is HSADAFAN, Meal Planning & Prep Coaching (Macros, Grocery Guidance), with a secondary code of HSADAFAA, General Nutrition Coaching. Its NAICS code is 812191.