Lose It!
Lose It! (FitNow, Inc.) is a Boston-based mobile calorie-counting and nutrition-tracking app founded in 2008, serving 20M+ individual weight-loss consumers via a freemium model with Premium subscriptions, AI-powered food logging, wearable integrations, and a B2B channel. It is a Ziff Davis subsidiary.
- Company typePrivate
- Founded2008
- HeadquartersBoston, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Lose It! does
Lose It! (FitNow, Inc.) is a Boston-based mobile calorie-counting and nutrition-tracking platform founded in 2008 and serving individual weight-loss consumers globally. The core product is a freemium iOS and Android app that combines a database of nearly 3 million food items with AI-assisted food logging via computer-vision photo capture (Snap It) and barcode scanning, alongside manual logging, macro and water tracking, exercise logging, and behavioral pattern analysis. The platform is integrated with 15+ wearable devices and health platforms (Apple Health, Google Fit, Apple Watch, Garmin, FitBit, Strava, RunKeeper, and others) and exposes a documented OAuth 2.0 read-only API for partner integrations.
The business operates on a freemium model: a free tier covers core tracking and community features, while a Premium subscription unlocks advanced capabilities including sleep tracking, meal planning, Patterns reports, and premium-only challenges. Premium is offered as monthly, annual, and lifetime purchase options through the Apple App Store, Google Play, and the web. Beyond the consumer app, Lose It! monetizes through a B2B channel serving gyms, clinics, schools, and corporate wellness programs (Lose It! for Organizations), a coaching add-on (Ascend for Lose It!), a DNA-based personalized nutrition product (embodyDNA, in partnership with Helix), and a 2024 partnership with the Cleveland Clinic to power the Cleveland Clinic Diet App. Revenue is not publicly disclosed.
Since June 2022, Lose It! has operated as a subsidiary of Ziff Davis, Inc.'s Everyday Health Group, providing the stability of a publicly traded parent while preserving its brand, leadership (CEO Patrick Wetherille, Executive Chairman and co-founder Charles Teague, Chief Nutrition Officer Anna Smith), and approximately 50-person team. The company has accumulated over 20 million registered members who have collectively lost more than 100 million pounds, and has been recognized by the U.S. Surgeon General's Healthy App Challenge and as a CES 2017 Innovation Awards Honoree.
Lose It! firmographics
Firmographics- Name
- Lose It!
- Legal name
- FitNow, Inc.
- Website
- https://loseit.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lose It! (FitNow, Inc.) is a Boston-based mobile calorie-counting and nutrition-tracking app founded in 2008, serving 20M+ individual weight-loss consumers via a freemium model with Premium subscriptions, AI-powered food logging, wearable integrations, and a B2B channel. It is a Ziff Davis subsidiary.
- Ownership category
- akta.pro rank
Lose It! industry classification
Industry- Product category
- Health & Fitness Software
- NAICS
- Diet and Weight Reducing Centers (812191), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Weight Loss Coaching (Non-Clinical) (HSADAFAB)
- akta.pro secondary industry
- Weight Management & Behavior Change Education (EDAAAHAF)
Keywords
Where Lose It! is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lose It! business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Premium Subscription: Subscription-based premium features including advanced tracking, meal planning, sleep tracking, patterns & reports analysis, and premium-only challenges. Offered as monthly and annual billing.
- Lifetime Subscription: One-time lifetime purchase option where lifetime is defined as 100 years or until FitNow Inc. ceases commercial offering. Non-refundable purchase.
- App Store Purchases: Purchases made through Apple App Store are refundable only through Apple per their standard policy.
- Freemium Model: Free basic version with premium subscription upsell for personalized diet plans, AI coaching, and advanced tracking features.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free tier with basic nutrition tracking, barcode scanning, and community features |
| Subscription | Monthly | Premium subscription with advanced features including sleep tracking, meal planning, and patterns analysis |
| Subscription | Annual | Annual Premium subscription at discounted rate |
| One time/ perpetual license | Multi-year contract | Lifetime Premium subscription - non-refundable |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Lose It! product offering
Product offeringCore offering
Lose It! is a mobile-first calorie counting and weight loss tracking application available on iOS, Android, and web. It enables users to set personalized goals, log food via AI-powered image recognition (Snap It), barcode scanning, and a database of nearly 3 million foods, and track water, macros, weight, and exercise. The platform integrates with Apple Health, Google Fit, and 15+ wearable devices, and offers Premium subscriptions, an organizations channel for B2B wellness programs, an Ascend coaching service, an embodyDNA DNA-based plan, and a developer API.
Product overview
Lose It! is a comprehensive, app-based weight loss and nutrition tracking platform organized as a core app with integrated add-on modules. The primary product is the Lose It! mobile app offering calorie counting, macro tracking, water tracking, and food logging via camera (Snap It) and barcode scanning. Premium subscribers unlock advanced features including sleep tracking, meal planning, and Patterns reports. The platform extends through Lose It! for Apple Watch, the Lose It! API for developer integrations, and Ascend for Lose It! coaching services. Additional offerings include embodyDNA (DNA-based personalized nutrition), educational content like GLP-1 event recordings, and Lose It! for Organizations serving business clients including gyms, clinics, and schools. The platform integrates with numerous health platforms (Apple Health, Google Fit) and wearable devices (FitBit, Garmin, Apple Watch) to provide a connected wellness experience.
Differentiator
Problem solved
Functional benefit
Products and services
- Lose It! App Primary mobile application for calorie counting, macro tracking, water tracking, food logging via camera and barcode scanning, weight loss goal setting, and community challenges; available on iOS, Android, and web for individual consumers.
- Lose It! for Organizations Business solution providing structured tracking tools for gyms, healthcare clinics, schools, and corporate wellness programs to help clients reach health and wellness goals.
- Lose It! API Developer API that allows third-party apps, programs, and devices to exchange Lose It! data via OAuth 2.0 authentication and webhooks for integration with health and fitness platforms.
- Lose It! for Apple Watch Standalone Apple Watch application delivering personalized calorie tracking, detailed nutrition insights, meal reminders, and quick logging capabilities that sync with the main Lose It! account.
- Ascend for Lose It! Premium coaching service connecting Lose It! users with certified coaches for personalized diet and exercise guidance, support, and accountability.
- embodyDNA DNA-based personalized weight loss plan that integrates genetic data from Helix to deliver customized nutrition recommendations within the Lose It! app.
Quantifiable outcome
- Members have lost over 100 million pounds total
- +4 more outcomes
Companies that use Lose It!
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles3 records
Lose It! technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability5 records
Feature6 records
Lose It! partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Cleveland CliniccoreThe Cleveland Clinic partnered with FitNow Inc. to launch the Cleveland Clinic Diet App, combining AI personalization with evidence-based nutrition programs.
- GarmincoreLose It! became compatible with Garmin devices, allowing users to sync fitness and nutrition data with Garmin ecosystem.
- Helix (DNA Testing)coreLaunched embodyDNA, the first in-app DNA-based weight loss plan. Integration with Helix for genetic testing to provide personalized nutrition recommendations based on genetic data. Users could provide biological samples to partners to generate genetic information incorporated into the Lose It! app.
- FITNESS Magazine and EatingWell MagazineminorStrategic partnerships to reach new audiences of over 22 million people. Launched the Make Healthy Happen Challenge with integrated content including meal ideas, workouts, and motivation. Content integration and co-marketing to jump-start healthier living in 2015.
- Walgreens Balance Rewards for healthy choicescoreLose It! became a health and wellness participant in Walgreens Balance Rewards program, enabling members to earn points for logging workouts, weigh-ins, and steps. Members could earn up to 20 points per day for logging fitness, 20 points per daily weigh-in, and 20 points per mile walked, run, or biked. Integration with Walgreens marketplace for distribution.
- Google FitcoreFull integration with Google Fit allows Lose It! members using Android devices to sync nutrition and fitness data across applications. Members can record weight with Lose It! and share with Google Fit, or receive calorie bonuses based on steps tracked through Google Fit. Creates a 360-degree view of wellness.
- Apple WatchcoreLose It! for Apple Watch delivers personalized, detailed at-a-glance insights including calorie tracking, detailed nutrition breakdowns, meal reminders, and quick logging capabilities. Seamlessly syncs with existing Lose It! accounts.
- Device Integration Partners (Jawbone, FitBit, Nike, Misfit, Nokia, Strava, MapMyFitness, Apple Health, RunKeeper)coreComprehensive ecosystem integrations with top health and fitness brands allowing data sharing through wearable activity trackers, Bluetooth devices, and connected mobile apps. Members can sync data across multiple platforms for complete health tracking.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Lose It! competitors and assessment
Company assessmentBroad incumbents
- Apple Health: Platform-level health aggregation built into iOS that competes for nutrition-tracking mindshare and integrates with Lose It! as a partner. Comparable as a destination for health data, but offers a much broader, non-specialized feature set.
- Fitbit (Google): Device-and-app platform with built-in calorie tracking, exercise, and weight management. Comparable in food logging and weight loss support, though Lose It! is one of its integration partners.
Direct peers
- Noom: Direct competitor in the consumer weight loss space, pairing food logging with psychology-based coaching. Comparable in target user, but differentiated by its higher-priced coaching subscription and stronger GLP-1 positioning.
- Cronometer: Direct competitor focused on detailed nutrition and macro tracking with a verified food database. Comparable in target consumer, subscription model, and emphasis on nutrition precision.
- WW International (Weight Watchers): Established consumer weight loss brand that has migrated to a digital app with food tracking and coaching. Comparable in serving weight-loss consumers, though it offers broader program structure (workshops, coaching) and stronger GLP-1 clinical positioning.
- MyFitnessPal: Direct calorie and food tracking competitor with the largest user base in the category. Highly comparable in core offering (food logging, barcode scanning, weight loss goals) and freemium business model.
- FatSecret: Free calorie counter and food diary with a community and partner integrations. Comparable core offering and freemium model, though smaller scale and lighter premium tier.
Emerging players
- MacroFactor: Subscription macro and calorie tracker emphasizing algorithm-driven coaching and adaptive targets. Comparable target user and business model, but differentiated by a coaching-first, science-forward positioning.
- Yazio: European-focused calorie and intermittent fasting tracker with AI food recognition. Comparable in core feature set (barcode scanning, AI logging, subscription) and competitive in the EU market where Lose It! has launched.
- Foodvisor: AI-driven food recognition and calorie tracking app focused on photo-based logging. Comparable in Snap It-like functionality, positioning it as a direct competitor on the computer-vision UX that Lose It! has invested in.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Lose It! social profiles
Digital presenceLose It! compliance and trust
Trust signalCompliance4 records
Lose It! financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lose It! leadership team
Management profileNumber of profiles
Profiles8 records
Lose It! funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lose It! M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lose It!
What does Lose It! do?
Lose It! is a mobile-first calorie counting and weight loss tracking application available on iOS, Android, and web. It enables users to set personalized goals, log food via AI-powered image recognition (Snap It), barcode scanning, and a database of nearly 3 million foods, and track water, macros, weight, and exercise. The platform integrates with Apple Health, Google Fit, and 15+ wearable devices, and offers Premium subscriptions, an organizations channel for B2B wellness programs, an Ascend coaching service, an embodyDNA DNA-based plan, and a developer API.
Is Lose It! a public or private company?
Lose It! is a private company. It is classified as corporate owned and is currently operating.
When was Lose It! founded?
Lose It! was founded in 2008. It employs 11 to 50 people.
Where is Lose It! based?
Lose It! is headquartered in Boston, United States, in the North America region.
How does Lose It! make money?
Four revenue lines are on record. Premium Subscription is the primary driver. The others are lifetime Subscription, app Store Purchases and freemium Model.
Who are Lose It!'s main competitors?
Broad incumbents on record are Apple Health and Fitbit (Google). Direct peers are Noom, Cronometer, WW International (Weight Watchers), MyFitnessPal and FatSecret. Emerging players are MacroFactor, Yazio and Foodvisor.
Does Lose It! have an API?
Yes. The Lose It! API enables developers to integrate Lose It! data into their health and fitness applications. It uses OAuth 2.0 for authentication and supports webhooks for notifying partner servers when user data becomes available or updated. The API is read-only and provides access to: Food Logs, Calories, Macros, Water Logs, Weight Logs, and Exercise Logs. Developers can fill out a survey to express interest in using the API. Developer documentation is at loseit.stoplight.io.
What industry is Lose It! in?
Lose It!'s product category is Health & Fitness Software. Its primary akta.pro industry code is HSADAFAB, Weight Loss Coaching (Non-Clinical), with a secondary code of EDAAAHAF, Weight Management & Behavior Change Education. Its NAICS code is 812191 and its SIC code is 7997.