Gloji

What Gloji does

Gloji is a UK-based digital health and wellbeing platform operated by Thrive Tribe Limited (company number 06763541), founded in 2007 and headquartered in Stratford, London. The platform delivers 12-week structured behaviour-change programmes across three product lines: gloji lose weight (interactive video programme with recipes, articles, mentor telephone support and embedded gym access), gloji smoke free (quit aids, mentor support and digital content with a 70% reported quit rate), and gloji gym (free online fitness platform with 200+ live and on-demand classes). Technically, Gloji is a web-based PWA-style platform optimised across mobile, tablet and desktop, integrating eligibility verification, content delivery, mentor scheduling, and an online gym; it is GDPR registered (ICO ZA114260), aligned to NHS Records Management Code of Practice, and audited to WCAG 2.1 AA standards.

The business model is B2G (business-to-government), not direct-to-consumer. Local UK councils commission Thrive Tribe to deliver free places to eligible residents (criteria typically include residency and BMI/health thresholds), and residents access the programme at no cost through a self-service eligibility checker on gloji.co.uk. Revenue is generated through multi-year managed-services contracts with local authorities and is supplemented by referral pathways via GPs and healthcare professionals. Named commissioning partners include South Gloucestershire, Isle of Wight, East Sussex, Surrey, Lincolnshire, Royal Borough of Kensington and Chelsea, Westminster, and Oxfordshire councils, alongside NHS and Public Health England integration.

Gloji operates with a lean team of approximately 7 employees and reports cumulative reach of 337,562 people helped since inception, 97,000+ smoke-free outcomes, and 8,000+ active weight-loss clients. Reported outcomes include an 87% weight-loss success rate among programme participants and a 4x improvement in smoking cessation likelihood versus unsupported quit attempts, which are used as procurement evidence in council tenders.

Name

Gloji

Legal name

Thrive Tribe Limited

Website

https://gloji.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Gloji, operated by Thrive Tribe Limited, is a UK digital health platform delivering council-funded 12-week weight-loss, smoking-cessation and online fitness programmes to eligible residents across eight-plus local authorities.

Ownership category

akta.pro rank

Product category

Digital Health and Wellbeing Services

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Health Services (8000)

akta.pro primary industry

Weight Management & Behavior Change Education (EDAAAHAF)

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), Weight Loss & Body Transformation Training (HSADAAAC)

Keywords

• Digital health programs
• Weight management services
• Smoking cessation programs
• Public health services
• Online fitness classes

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Council-Funded Programme: Gloji places are paid for by local councils who contract with Thrive Tribe to provide health improvement programmes for their residents. Users receive the service free at point of use. Revenue flows from public sector commissioning contracts rather than direct consumer payment.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Gloji delivers three integrated 12-week digital health programmes—weight management, smoking cessation, and home fitness—via a web-based platform featuring interactive video lessons, recipes, articles, and trained health mentor telephone support. The service is provided free of charge to eligible users because UK local councils commission and fund programme places through Thrive Tribe Limited as part of public health improvement initiatives.

Product overview

Gloji is a digital health and wellbeing platform operated by Thrive Tribe, offering three interconnected programmes: gloji lose weight (a 12-week digital weight loss programme with interactive videos, recipes, articles, and mentor support), gloji smoke free (a 12-week quit smoking programme with quit aids and telephone mentoring), and gloji gym (a free online fitness platform accessible to all programme members with live and on-demand home workouts). The programmes are designed to work together, with gloji gym included as a complementary service within both the weight loss and smoke free offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Gloji Smoke Free: A 12-week stop smoking programme providing quit aids, mentor support, online articles and gloji gym access.
• Gloji Lose Weight
• Gloji Gym

Products and services

• gloji lose weight A 12-week digital weight loss programme featuring interactive weekly videos, hundreds of healthy recipes, articles on nutrition and lifestyle topics, optional telephone support from trained health mentors, and access to gloji gym. Designed for eligible adults seeking sustainable weight loss and behaviour change in partner council areas.
• gloji smoke free A 12-week stop smoking programme combining quit aids (nicotine patches, e-cigarettes, gum, lozenges), weekly telephone mentor support from people who understand cravings, and a digital video programme to help participants quit smoking for good. Targeted at adult smokers in partner council areas.
• gloji gym

Quantifiable outcome

• 87% of gloji lose weight programme participants successfully lose weight
• +6 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• South Gloucestershire CouncilcoreChannel Partner/ Reseller/ DistributorLocal council commissioning gloji health improvement programmes for South Gloucestershire residents. Funded places available for eligible individuals meeting BMI and residency criteria.
• Isle of Wight CouncilcoreChannel Partner/ Reseller/ DistributorLocal authority commissioning weight loss and smoke free programmes for Isle of Wight residents. Provides council funding for free programme places.
• East Sussex County CouncilcoreChannel Partner/ Reseller/ DistributorMajor council partner funding gloji programmes for East Sussex residents across weight management and smoking cessation services.
• Royal Borough of Kensington and ChelseacoreChannel Partner/ Reseller/ DistributorLondon borough council commissioning gloji programmes for residents, funding free health improvement places.
• Surrey County CouncilcoreChannel Partner/ Reseller/ DistributorLarge county council partner providing public health commissioning for gloji weight management and stop smoking services.
• Lincolnshire County CouncilcoreChannel Partner/ Reseller/ DistributorCounty council commissioning gloji health programmes for Lincolnshire residents, funding free programme access.
• Westminster City CouncilcoreChannel Partner/ Reseller/ DistributorCentral London council commissioning gloji health improvement programmes for Westminster residents.
• Oxfordshire County CouncilcoreChannel Partner/ Reseller/ DistributorCounty council partner commissioning gloji programmes for Oxfordshire residents. Listed prominently on the programme homepage.
• NHScoreChannel Partner/ Reseller/ DistributorNational Health Service integration for health data sharing, reporting and programme delivery. Gloji is part of the wider UK public health ecosystem.
• Public Health EnglandcoreChannel Partner/ Reseller/ DistributorGovernment body providing public health guidance and commissioning frameworks that gloji programmes operate within.
• Dr Richard Pile (GP Partner)minorStrategic or Co-development PartnerGP partner and clinical lead providing medical expertise and credibility to the gloji programme. Features as expert contributor.
• Dr Heather McKee (Behaviour Change Specialist)minorStrategic or Co-development PartnerBehaviour change specialist contributing academic and psychological expertise to programme design and content.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• BeeZee Bodies: Council-commissioned family and adult weight management service operating under local authority public health contracts. Comparable in target buyer (UK councils), funding model and behaviour-change methodology.
• MoreLife: UK-based provider commissioned by local authorities to deliver weight management and healthy lifestyle programmes. Closest direct peer given shared council-funded, behaviour-change, adult-focused delivery model.
• Health Exchange: UK public-health service provider delivering council-funded health and wellbeing programmes including weight management and lifestyle coaching. Closely comparable funding model and customer base.
• Everyone Health: Provider of council-commissioned health improvement services including weight management, smoking cessation and physical activity across England. Direct overlap in services, customer (local authorities) and digital-plus-telephone delivery format.

Broad incumbents

• WW (Weight Watchers): Global weight management brand with long-standing UK council referral partnerships and broader content and digital capabilities. Operates as a larger incumbent in the same council-funded weight loss category.

Emerging players

• Second Nature: Digital behaviour change programme for weight loss and type 2 diabetes prevention with NHS partnerships. Comparable in digital delivery, behaviour-change methodology and public-sector contracts.
• Noom: Digital behaviour change platform applying psychology-based coaching to weight management. Comparable digital-first, psychology-led methodology, though primarily consumer-paid rather than council-funded.
• Man v Fat: UK-focused weight loss programme that combines in-person/online coaching with council and NHS partnerships. Comparable behaviour-change, weight-loss focus but narrower male-skewed audience and emerging digital scale.

Others

• NHS Better Health: UK government-run digital weight management, smoking cessation and activity platform. Indirect competitor/adjacent ecosystem participant as a free publicly provided alternative in the same categories.
• NHS One You: Public Health England / NHS adult lifestyle behaviour change programme. Adjacent publicly commissioned service targeting the same adult population with weight loss, smoking cessation and movement support.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gloji
• Facebookfacebook.com/257474832941217
• Instagraminstagram.com/p/Cne-t0TBo2R/?hl=en
• LinkedInlinkedin.com/company/gloji

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Gloji