Noom Taps Charles Duhigg to Boost GLP-1 Habit Formation, Releases New Research

Event summary

  • Noom appointed Charles Duhigg, author of 'The Power of Habit,' as advisor to enhance GLP-1 habit formation strategies.
  • Noom released new research showing 96% of GLP-1 users sustain habits post-discontinuation, with 77% reporting improved quality of life.
  • Noom's GLP-1 Companion program drives 10x higher engagement than average health apps, doubling medication adherence and habit persistence.
  • Duhigg will shape Noom's content, coaching, and product strategy, launching a 'Habit School' video series for members.

The big picture

Noom is positioning itself at the forefront of Phase 2 of the GLP-1 era, where the focus shifts from weight loss to lasting habit formation and identity change. By leveraging behavioral science and high-engagement digital tools, Noom aims to differentiate itself in a competitive market where most GLP-1 users discontinue treatment within three years. The company's strategic move to appoint Charles Duhigg underscores its commitment to translating behavioral insights into practical, scalable solutions for long-term health outcomes.

What we're watching

Habit Sustainment
Whether Noom can sustain habit formation and identity change post-GLP-1 discontinuation at scale.
Engagement Dynamics
How Noom's 10x engagement rates translate into long-term health outcomes and revenue growth.
Industry Shift
The pace at which the obesity care industry adopts behavior-change programs alongside GLP-1 therapies.