Fitt Insider 325. Geoff Cook, CEO of Noom
Feb 9, 2026
Geoff Cook, CEO of Noom — leading the shift from a behavior-change app to a clinical health platform. He talks about combining personalized coaching with GLP-1 medications and diagnostics. They discuss microdosing GLP-1s, using medication as a catalyst for habit change, blood testing to prove outcomes, and building a Duolingo-like habit loop.
AI Snips
Chapters
Books
Transcript
Episode notes
Use Medication Time To Teach Habits
- Use the medication period to intentionally teach skills, routines, and identity that can survive discontinuation.
- Build self-efficacy while the GLP-1 reduces cravings so habits persist when the med stops.
Microdosing Drives Higher Engagement
- Microdose GLP-1 users show higher engagement (DAU/MAU) than full-dose or habit-only cohorts.
- Microdosing attracts people who want change but plan to avoid full-dose escalation or long-term dependency.
Design Affordable Bridges For Discontinuation
- Offer tapering or lower-cost bridge options to reduce the discontinuation cliff for people stopping GLP-1s.
- Recognize many users cancel abruptly, so design affordable, evidence-based bridges to support transition off meds.
