MacroFactor
MacroFactor is a bootstrapped, premium subscription nutrition tracking and diet coaching app serving 200,000+ individual subscribers at $71.99/year, using adaptive algorithms and AI-powered food logging to personalize macro targets.
- Company typePrivate
- Founded2021
- HeadquartersRaleigh, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What MacroFactor does
MacroFactor is a consumer-facing nutrition tracking and diet coaching application headquartered in Raleigh, USA, founded in September 2021. It operates a premium-only subscription model priced at $71.99 per year and reports a base of over 200,000 paying users, generating approximately $500,000 in monthly recurring revenue (~$6M annualized). The company is fully bootstrapped with no external funding and operates with a team of 11-50 employees. Its co-founding group includes Cory Davis, Rebecca Kekelishvili, and recognized fitness authorities Jeff Nippard and Greg Nuckols (along with Lyndsey Nuckols), whose personal brands drive organic acquisition and credibility within the strength-training community.
The flagship product, MacroFactor Nutrition, launched in September 2021 as a macro tracking app distinguished by adaptive coaching algorithms rather than static calorie targets. The company's proprietary "Expenditure Modifiers" engine (introduced November 2025) dynamically recalibrates targets based on observed user progress, and in April 2025 the company added AI-powered food logging via computer vision, allowing users to photograph meals for automated nutrient estimation. In January 2026, MacroFactor extended its product surface with MacroFactor Workouts, a standalone workout tracking application that leverages the existing user base and creator-co-founder audience. Additional features shipped include Favorite Foods (February 2025) and Live Activity integration (May 2026), with a brand refresh executed in 2025.
MacroFactor's go-to-market is direct-to-consumer via global App Store distribution, supported by content-driven organic acquisition from its fitness-expert co-founders, an active Facebook and Reddit community, and SEO-targeted web calculators. There are no enterprise contracts, no B2B distribution partnerships, and no freemium tier — every user pays the same annual fee, which yields predictable unit economics and a highly diversified revenue base, but limits average revenue per user and exposes the business to app-store discoverability and consumer-spending cycles.
MacroFactor firmographics
Firmographics- Name
- MacroFactor
- Legal name
- MacroFactor
- Website
- https://macrofactorapp.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MacroFactor is a bootstrapped, premium subscription nutrition tracking and diet coaching app serving 200,000+ individual subscribers at $71.99/year, using adaptive algorithms and AI-powered food logging to personalize macro targets.
- Ownership category
- akta.pro rank
MacroFactor industry classification
Industry- Product category
- Nutrition and Fitness Tracking Apps
- NAICS
- Diet and Weight Reducing Centers (812191), Health and Personal Care Retailers (456)
- akta.pro primary industry
- General Nutrition Coaching (HSADAFAA)
Keywords
Where MacroFactor is headquartered
LocationHeadquarters
- HQ city
- Raleigh
- HQ country
- United States
- HQ region
- North America
Markets served
MacroFactor 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 Subscription: MacroFactor operates on a premium-only subscription model with no free tier. Users pay $71.99 annually for full access to all features including AI-powered food logging, macro tracking, diet coaching, and workout programs. The app is bootstrapped without external funding.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual Premium Subscription |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
MacroFactor product offering
Product offeringCore offering
MacroFactor sells a premium mobile subscription app that tracks calories and macronutrients, generates personalized calorie and macro targets from user weight and intake data, and provides diet coaching. Its flagship MacroFactor Nutrition app uses AI-powered photo-based food logging to automate entry and proprietary expenditure modifiers to refine calorie targets, while a separate MacroFactor Workouts app (launched January 2026) delivers workout tracking and lifting programs. The full product is offered at $71.99 per year with a free trial and no permanent free tier.
Product overview
MacroFactor is a health and fitness technology company that operates a platform-plus-products architecture consisting of two core offerings: MacroFactor Nutrition (the flagship nutrition tracking app, launched September 2021) and MacroFactor Workouts (a standalone workout app launched January 2026). Both products share the MacroFactor brand identity and are available via individual annual subscriptions. The company operates on a premium-only, bootstrapped business model without external funding, serving over 200,000 paying users with approximately $500,000 in monthly revenue.
Differentiator
Problem solved
Functional benefit
Brands
- MacroFactor Nutrition: The flagship nutrition tracking app with AI-powered food logging, macro coaching, and diet planning features
- MacroFactor Workouts
Products and services
- MacroFactor Nutrition Smartest macro tracker and diet coach app for individual consumers who want to track calories and macronutrients, follow a personalized diet plan, lose weight, or optimize nutrition for athletic performance. Features AI-powered photo food logging, personalized calorie and macro targets, and Expenditure Modifiers. Available via $71.99 annual subscription after a free trial.
- MacroFactor Workouts Standalone workout tracking app launched in January 2026, providing lifting programs, exercise guidance, and workout tracking as MacroFactor's expansion from nutrition-only into a broader health and fitness platform.
Quantifiable outcome
- 200,000+ paying users
- +2 more outcomes
Companies that use MacroFactor
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
MacroFactor technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature4 records
MacroFactor partnerships and signals
Strategic signalScale indicators4 records
Recent moves7 records
Expansion highlights4 records
MacroFactor competitors and assessment
Company assessmentBroad incumbents
- Strava: Large fitness activity-tracking social platform. Adjacent in serving endurance and fitness athletes; could expand into nutrition tracking to compete more directly with MacroFactor's audience.
- Noom: Large incumbent in the consumer weight-management space combining coaching, psychology, and food logging. Targets a broader mainstream audience than MacroFactor but overlaps on paid subscription nutrition tracking.
- WW (Weight Watchers): Established weight-management brand with a digital subscription app. Operates broadly in the same weight-loss consumer market as MacroFactor but with a much larger legacy membership and program-based model.
Emerging players
- Future: Personal training app pairing users with remote coaches for strength programming. Overlaps with MacroFactor's expansion into workouts and its fitness-coaching positioning, though it is coaching-led rather than self-serve.
Direct peers
- Lose It!: Consumer weight-loss-focused calorie and macro tracker with freemium model and barcode scanning. Competes for the same calorie-tracking consumer but skews more toward weight loss than performance nutrition.
- Cal AI: Emerging AI-first nutrition app emphasizing photo-based food logging and simplicity. Head-to-head competitor on the AI food-logging feature MacroFactor launched in 2025, and explicitly called out in MacroFactor's competitive content.
- Cronometer: Premium nutrition tracker known for verified food database quality and micronutrient depth. Closely comparable to MacroFactor's science-forward, accuracy-focused positioning among serious fitness users.
- RP Diet Coach (Renaissance Periodization): Evidence-based macro coaching app built around the Renaissance Periodization methodology. Direct competitor in the science-driven, coach-led nutrition space serving serious lifters and physique athletes.
- Stronger: Workout and lifting tracker popular with the same strength-training audience MacroFactor targets. Becomes a more direct peer with the 2026 launch of MacroFactor Workouts.
- MyFitnessPal: The dominant macro and calorie tracking app with a large free tier and premium subscription. Directly competes with MacroFactor for the same fitness-conscious nutrition-tracking audience, though it is far larger and freemium-led.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
MacroFactor social profiles
Digital presenceMacroFactor financial estimates
Financial estimateRevenue estimate
Valuation estimate
MacroFactor leadership team
Management profileNumber of profiles
Profiles5 records
MacroFactor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MacroFactor 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 MacroFactor
What does MacroFactor do?
MacroFactor sells a premium mobile subscription app that tracks calories and macronutrients, generates personalized calorie and macro targets from user weight and intake data, and provides diet coaching. Its flagship MacroFactor Nutrition app uses AI-powered photo-based food logging to automate entry and proprietary expenditure modifiers to refine calorie targets, while a separate MacroFactor Workouts app (launched January 2026) delivers workout tracking and lifting programs. The full product is offered at $71.99 per year with a free trial and no permanent free tier.
Is MacroFactor a public or private company?
MacroFactor is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MacroFactor founded?
MacroFactor was founded in 2021. It employs 11 to 50 people.
Where is MacroFactor based?
MacroFactor is headquartered in Raleigh, United States, in the North America region.
How does MacroFactor make money?
One revenue line is on record: premium Subscription.
Who are MacroFactor's main competitors?
Broad incumbents on record are Strava, Noom and WW (Weight Watchers). Future is listed as an emerging player. Direct peers are Lose It!, Cal AI, Cronometer, RP Diet Coach (Renaissance Periodization), Stronger and MyFitnessPal.
Does MacroFactor have an API?
No public API is recorded for MacroFactor.
What industry is MacroFactor in?
MacroFactor's product category is Nutrition and Fitness Tracking Apps. Its primary akta.pro industry code is HSADAFAA, General Nutrition Coaching. Its NAICS code is 812191.