MyFitnessPal

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

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

• Nutrition tracking software
• Calorie counter app
• AI meal planning
• Fitness app subscriptions
• Digital wellness platform

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion2 records

Distribution channels7 records

Marketing channels10 records

Core 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

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

AI capability12 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core.

• Hims & Hers HealthcoreGTM or Marketing Partner · 28 May 2026MyFitnessPal 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)coreStrategic or Co-development Partner · 2 March 2026MyFitnessPal 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)coreTechnology or Integration · 8 January 2026MyFitnessPal 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 AIcoreStrategic or Co-development Partner · 28 April 2025MyFitnessPal 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)coreTechnology or Integration · 12 February 2025MyFitnessPal 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+)coreStrategic or Co-development Partner · 12 February 2025MyFitnessPal 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)coreTechnology or IntegrationMyFitnessPal 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

Direct 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

• Xx.com/MyFitnessPal
• YouTubeyoutube.com/c/myfitnesspal
• Facebookfacebook.com/myfitnesspal
• LinkedInlinkedin.com/company/myfitnesspal
• Instagraminstagram.com/myfitnesspal
• TikToktiktok.com/@myfitnesspal

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MyFitnessPal