Changing Shape

What Changing Shape does

Changing Shape is a Washington State-based consumer health technology company that has operated since 2000, building a direct-to-consumer fitness and weight loss platform delivered through a mobile application (iOS and Android) and a content-rich website. The company targets individual consumers seeking weight management, calorie tracking, and structured workout routines, with secondary content addressing diabetics, pre-diabetics, and general health-conscious adults. Its primary products are the Changing Shape Calorie Counter App (currently in beta), an AI-powered nutrition tracker, a personalized meal planner, an exercise database, recipe and restaurant finding tools, and a suite of health calculators. All customer testimonials and named case studies are individual consumers, with no enterprise or institutional buyers identified.

The platform's core technology is a machine learning personalization system that evolves diet and workout recommendations based on individual user history, behavior, and aggregated site-wide analytics. Notable technical components include a multimodal AI Nutrition Tracker (text + image), an AR-based Menu Scanner that scores restaurant menu items using computer vision, and a Smart Restaurant Finder that scores nearby dining options against user dietary goals. The company maintains a proprietary data asset of 500,000+ restaurants, 35 million menu items, 600,000 grocery items, and 1.5 million+ recipes, and integrates with Apple Watch, Fitbit, and Google Fit for activity data. Cloud infrastructure runs on Google Cloud Platform, with analytics via Google Analytics and Firebase.

The business model is freemium with a product-led growth motion. The current beta version is offered free with an optional 'Name Your Own Price' feature, and a premium subscription tier is planned with automatic renewal. Payments are processed via Stripe, PayPal, Apple Pay, and Google Pay, with in-app purchase available through Apple App Store and Google Play. Distribution relies on app stores, organic SEO via an extensive educational blog, a tiered referral contest program, and earned media coverage. The company is independently held with no disclosed institutional funding, no enterprise contracts, and no public revenue figures.

Name

Changing Shape

Legal name

Changing Shape

Website

https://changingshape.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Changing Shape is a consumer fitness and weight loss platform that uses machine learning to deliver personalized meal plans, calorie tracking, and workout routines to individual consumers via mobile app and web.

Ownership category

akta.pro rank

Product category

Fitness and Nutrition Apps

NAICS

Diet and Weight Reducing Centers (812191)

akta.pro industry

PRIMARYHSADAFAB

Weight Loss Coaching (Non-Clinical)

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

SECONDARYHSADAGAB

Lifestyle & Habit Change Coaching

Home & Personal Services/Fitness, Wellness & Personal Training/Health Coaching & Lifestyle Wellness

SECONDARYHSADAAAM

Online/Remote Personal Training & Programming

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

SECONDARYEDAAAHAF

Weight Management & Behavior Change Education

Education/Adult & Continuing Education/Health, Wellness & Lifestyle Education (Nutrition, Fitness, Mindfulness)

SECONDARYHDAAAGAI

Healthcare & Wellness Personalization

Hardware, Technology & Telecom/Artificial Intelligence & Machine Learning/Recommender Systems & Personalization

Keywords

• Weight loss app
• Calorie counting
• Meal planning
• Fitness coaching
• Workout routines

Headquarters

HQ city

Vancouver

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, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Premium Subscription: Subscription-based model with automatic renewal for premium features including advanced meal planning, personalized coaching, and enhanced tracking capabilities. Payment processed through third-party providers (Stripe, PayPal, Apple Pay, Google Pay).
2. Freemium/Beta Access: Free beta version with optional 'Name Your Own Price' payment feature during limited time offer, allowing users to access core functionality at no cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Changing Shape operates a science-powered calorie counter app and web platform that uses machine learning to deliver personalized diet plans, workout routines, and nutrition tracking for individuals seeking weight loss and fitness improvement. The offering combines an AI-driven nutrition tracker, an AR menu scanner, a smart restaurant finder, and an evolving personalized meal planner, supported by a comprehensive database of restaurants, recipes, grocery items, and exercises. It sells premium subscriptions alongside a free beta with an optional "Name Your Own Price" feature.

Product overview

Changing Shape is a fitness and calorie counting platform built around a core AI-powered diet and fitness app that combines machine learning with behavioral data to deliver personalized nutrition and workout plans. The main product is the Changing Shape Calorie Counter App, which serves as the unified platform containing the AI Nutrition Tracker, Menu Scanner AR Lens, Personalized Meal Planner, Smart Restaurant Finder, and Food Diary. Supporting the app are complementary services including an Exercise Database, Recipe Browser with 1.5M+ recipes, Fitness Coaching for remote personal training, and a suite of Calorie & Health Calculators. The platform also offers a library of Meal Plans (1,000-1,500+ calorie options, 7-day plans, and specialized diets) and educational dietary content. The system learns and evolves based on individual user history and site-wide analytics to continuously improve recommendations.

Differentiator

Problem solved

Functional benefit

Products and services

• Changing Shape Calorie Counter App

Quantifiable outcome

• Beta users reporting significant weight loss (e.g., 40 lbs lost, 30 lbs lost, 14.5 lbs lost with body composition improvements)

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability9 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• StripecoreOthersThird-party payment processor handling subscription fee collection and payment processing. Users can pay via credit/debit cards through Stripe's secure payment infrastructure.
• PayPalcoreOthersAlternative payment processor allowing users to pay for subscriptions through their PayPal accounts for added convenience and security.
• Google Cloud PlatformcoreTechnology or IntegrationCloud infrastructure provider hosting the Changing Shape application and user data. Provides scalable computing, storage, and security infrastructure for the platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lose It!: Calorie counter and weight-loss app with barcode scanning, food database, and personalized plans. Direct competitor on core functionality and target consumer, similarly offering freemium-to-premium subscriptions.
• Cronometer: Nutrition-tracking app focused on detailed micronutrient and macronutrient logging. Comparable on AI-assisted nutrition tracking and calorie goal management for health-conscious users.
• MyPlate: Calorie-tracking app from Livestrong with personalized meal plans and food database. Comparable on calorie counting, meal planning, and diet-specific content for weight-loss consumers.
• Noom: Subscription weight-loss app combining coaching, psychology-based lessons, and food/activity tracking. Closely comparable to Changing Shape's weight-loss coaching, habit-change, and meal-planning positioning, though with a human-coach model.
• MyNetDiary: Calorie counter and diet tracker with meal planning, food database, and integration with wearables. Directly comparable to Changing Shape on freemium calorie tracking, food database, and diet plan generation.
• MyFitnessPal: The dominant calorie-counting and food-tracking app with a massive food database and premium subscription. Directly comparable to Changing Shape on core calorie counter, meal database, and weight-loss use case, though at vastly larger scale.

Broad incumbents

• Fitbit: Wearable-led fitness and health platform (now part of Google) with calorie tracking, exercise database, and premium coaching content. Comparable on fitness tracking, exercise database, and wearable integrations (Fitbit is also an integration partner).
• Apple Fitness+: Apple's subscription workout and fitness platform with trainer-led classes and Apple Watch integration. Comparable on workout routines, fitness coaching, and integration with Apple Watch (also a Changing Shape integration partner).
• WW (Weight Watchers): Long-established weight-management program with digital app, points system, and coaching. Comparable on weight-loss outcomes and meal planning, and even cited by a Changing Shape customer as a previous tool they switched from.

Others

• Strava: Activity-tracking platform for running, cycling, and other workouts with social and AI features. Related as a fitness-tracking ecosystem player with wearable integrations, though more focused on athletic performance than weight loss.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/changingshape
• Facebookfacebook.com/changingshapecom-104779454223

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Changing Shape