Digital heath platform Noom is laying off a portion of its staff.

The company confirmed the workforce reductions via a statement to NJBIZ. It said the move was related to “a revenue mix shift within the Noom business towards our fast-growing GLP-1-related products.” Noom relocated to Princeton in September 2024 from New York City.

“This is not a decision we made lightly, and we are committed to providing our impacted colleagues with comprehensive support during this transition. We are grateful for the hard work and dedication they have made to Noom as we continue to position ourselves as a leader in the health and wellness space. We made these changes to focus our workforce on the most critical areas of the business,” the company said.

A spokesperson for Noom did not respond to an inquiry regarding how many employees the moves impact or where they are based. Trade publication Endpoints News reported that the impacted individuals work in the areas of coaching and customer service.

Despite growth in its GLP-1 prescription program, Noom Med, the company “saw a drop in business for its original program, Healthy Weight” and “ended up with more coaches and customer support than it needed,” Endpoints reported, citing an email from the company’s chief people officer.

A consumer-driven shift

While Noom is headquartered in Princeton, the business also has an office in New York City and some remote workers.

During an interview last fall with NJBIZ, Noom CEO Geoff Cook said about one-third of the company’s 600-plus employees work in the New Jersey-New York area.

Veteran technology executive Cook succeeded Noom co-founder and longtime CEO Saeju Jeong. He arrived in July 2023 as the company set its sights on weight-loss treatments. Since coming on board, Cook has helped build upon Noom’s medically assisted weight loss program as well as its B2B offerings, and launched several new products.

Founded in 2008, the Noom platform aims to empower individuals to live longer, healthier lives by connecting them to content, coaching, community and clinicians to improve whole-person health. The subscription-based app service includes programs for weight management, obesity care and diabetes prevention.

As part of an effort to meet surging consumer interest in weight-loss treatments, Noom began offering GLP-1 drugs like Novo Nordisk’s Wegovy. The startup recently launched a subscription offering compounded versions of the branded medications. The program includes a guarantee that users will be able to gradually reduce reliance on the drugs while maintaining weight loss.

Since the company rolled out its Noom GLP-1(RX) and Noom GLP-1 Companion, Noom says they emerged as “the fastest growing product in our history.”

“The product exceeded our highest expectations. As part of our annual planning process, we made the difficult decision to shift resources from our legacy products into our fastest growing segments,” this week’s statement read.

Since 2022, Noom initiated two other rounds of layoffs. Both instances involved health coaches, who focus on providing clients with guidance and accountability toward weight loss goals.

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