Trigger Warning: In the efforts to be fully transparent, and as body positive as I can be while also working on my physical weight for health reasons, I tried Noom for a variety of reasons, some of them weight-related and some of them not. I’m really excited to tell you how it went. However, I understand reviews like these can be really triggering, especially for those struggling with negative body image. As always, if you feel something like this will be hard for you to read, don’t hesitate to close the window.
Update as of September 2020 When I originally wrote this review nearly 18 months ago, I expected some pushback in comments, especially from those who still ascribe to diet culture. Instead, I have received feedback that went along with what I’d written: that people wanted to like Noom, but found the process difficult, the designation of food as Red, Yellow, or Green triggering, and more. I actually haven’t received one negative comment about this blog post until today.
I was originally going to reply to these comments directly, but then I thought, I don’t really require giving this person the time of day. But I do have notes about Noom I’ve been wanting to add. So here it is, both a response to a man who felt compelled to yell and me, and everyone in the comments (and everyone who privately emailed me) who so bravely expressed their disappointment with a product with paid for that made us feel bad or triggered, and further notes on Noom and why I think Noom is bad.
Sorry that’s the spoiler: Noom is bad and you should not spend your money on it. Period, end of story. It is a waste of a ridiculous amount of money. And make no mistake—Noom is expensive as all hell.
Noom says it is specifically “not a diet”—in fact, the app and its marketing positions itself as “anti-diet.” This is really cute and very chic of them, very on trend, but the fact is, it’s a bunch of bullshit and lies. Noom is a diet. Just like Weight Watchers. But Noom is even worse because at least WW is telling you it’s a diet. Noom targets a particular group of vulnerable people: people who have potentially had eating disorders or simply disordered eating in the past who have potentially gained weight and feel bad about their bodies as a result.
I know how that feels. I know diet culture is horrible. I know I need to recover from my eating disorder. But I also still find myself wishing to lose weight most days. Noom specifically targets people like me: people who are torn between so badly wanted to accept and love our bodies and still firmly believing that we are less than because we weigh more than we used to.
And Noom is the worst for that.
Because Noom. Is. A. Diet.
They aren’t special. The psychology in their app isn’t special. They’re just using very good copywriting and cute graphics. It’s not that deep.
I realize now that my experience with Noom was an experience steeped in fatphobia. The goal specialist who told me I was lazy and making excuses said that because she assumed, because I am fat, and a mother, that I am lazy. That I somehow have hours of time where I’m just shoving bon bons in my face. Because all fat people are overeaters and spend their evenings on the couch, right? How she treated me, and how Noom responded when I tried to report her (at the time of my using Noom, there was no option to actually report a coach—you simply requested a new one, a process that took literal days to happen because their response time for everything at Noom is that of a snail. Speaking of lazy, I don’t think it’s me, Noom!) was an exercise in poor customer service and fatphobic stereotypes.
This is all I have to say on Noom. I’m sorry to everyone who has just signed up for it and sees this blog post, hoping for a good review, a success story. I don’t know anyone who has used Noom and not regained back the weight the lost—or who lost any weight to begin with. No one I know has had a good experience with Noom. You still have time to get your money back.
I started using Noom, an app that divided food into Green, Yellow, and Red groups, at least 5 years ago. I remember signing up and having the app on my phone. I didn’t like the Red, Yellow, and Green designations; I totally “got” it, but it didn’t really help my issues with seeing foods as “bad” versus “good.”
And while Noom does subscribe to the idea that making foods taboo is bad, using Red, Yellow, and Green ascribes them to “Stop,” “Caution”, and “Go”, which still arranges them on a spectrum of Good to Bad. For all their dedication to terminology at Noom, I don’t know why they kept this designation system! They could have at least chosen different colors.
Either way, I stopped using the app and promptly forgot about it until I heard an ad for that very same app on one of the many podcasts I listen to. “Huh?” I thought. “Noom costs MONEY now?!” I needed to know what the difference was.
Noom Coach is a program like the app I used way back when—that same structure of assigning food to categories and you eat a percentage of the category each day—with the added addition of a Goal Specialist, a Group function, and more. Basically, it became a support program to help you navigate both the physical aspects of weight loss and the emotional and psychological aspects as well. As someone who has struggled with my weight for a long time, I found this focus a little refreshing; there is a lot of psychology around the foods we eat and why (as well as the foods we don’t eat and why) and I’ve always been very interested in it.
As well, since one of my goals in 2019, is to have a second baby, I knew I needed to get to a starting point that would be less damaging to my body than last time. (Again, that disclaimer at the beginning of this post comes in). This is something I need to do for my long-term health, since having preeclampsia during a pregnancy massively increases my risk of heart disease. I thought Noom would be a great option for that, since it seems a little more gentle than, say, Weight Watchers.
What is Noom?
Ok, so first things first: what is Noom? Noom is, like a said, a weightloss app. But it’s design is not just like MyFitnessPal or Weight Watchers. It targets the psychological aspects of weight gain and loss as well. Like I said, they divide foods into Green, Yellow, and Red. Basically, Green foods are foods that are nutrient dense, but not calorie dense. Everything in Noom is based on caloric density. Green foods are things like fruits and vegetables, whole wheat bread, leafy greens. Yellow foods are things like avocado and peanut butter; nutrient dense, but also kind of calorically dense. And Red foods, despite Noom’s insistence that no that’s not the case are the foods you expect: butter, oil, fast food, coffees.
But it’s more than just tracking food. I only signed up for a 2 week free trial (and spoiler alert, I did not spend the money for the first 3 months), but I still had access to the Goal Specialist you are assigned immediately. After a while, you’ll also be assigned a Group Coach, as well as a Support Team. That means within the app you have daily articles to read, quizzes to take, and more, as well as daily weigh ins, tracking your intake, and more. Plus, you’ll have support throughout the entire time.
In theory, this sounds like a great program. They set you up for success right from the beginning and just ask you to be more conscious of choosing nutrient dense foods. For me, that worked really well.
My Experience Using Noom
I’m an emotional eater. I know this. I know it! I also know that I love, love, love certain foods and viscerally hate others. I am a very picky eater. I don’t like most condiments. I don’t like anything mushy. I struggle with leafy greens because I find the texture really unpleasant in my mouth. In general, I’m just a picky eater. I am also extremely busy and very stressed. I have a 3-year-old, a full time job, and a lot going on in my life right now. When I originally started this review, my brother was about to get married—and if you’ve followed me for any length of time, you know that this was a huge stressful event in my life. Well, a lot happened both before and after the wedding; so much so that I had to put this review aside to deal with it and not use this review as a place to unload.
I’ll just say: my experience with Noom did not help my stress levels.
Like I said, I think Noom’s setup is absolutely great; the app is lovely and easy to use. I loved the daily articles about psychology. I loved the quizzes. The separating of food into color groups made sense, but I still found it a little triggering to see that Red column. There was one thing I had a huge problem with. It was my Goal Specialist.
I want to preface this, again, with this: I know 100% that my experience is based entirely on the fact that one person messed up and it ruined the entire app for me. I know that. And I know that if I had gotten any other Goal Specialist, who was more of a match to me, i probably would have spent the money on Noom Coach to keep going for 3 months. I know those things.
Ok, so, it’s time to talk about what happened.
The purpose of the Goal Specialist is to walk you through the goals you set up in Noom. My goal was to have a baby in 2019 and to get to a happier, healthier point, both physically and mentally. I won’t say the name of the Goal Specialist I was assigned; we’ll call her S. The thing about the Goal Specialist was that she only really sent me one message per day—and in fact, for the first 4 days of the program, I only got 1 message from her asking me to think about things I wanted to work on, then message her on Wednesday after I signed up. That was easy enough.
Here’s roughly what I sent:
“Hi S! I’ve been thinking about things I want to work on and I definitely think preparing ahead is going to be a big one. I feel like I’m busy all the time and end up grabbing whatever is easiest to eat once I get to work. I have a toddler and getting him out the door is my number one priority in the morning, alongside making sure my husband gets to work on time. I feel like I don’t really have the time or energy to really food prep, so ideas for grab-and-go items I can have ready would be amazing!”
I got a reply from S nearly 24 hours after I sent that. Almost always, if she messaged me in the morning and I replied immediately, it would be 24 hours before she replied again. I don’t know if this was part of the program, but it made communicating really difficult. I unfortunately didn’t save her response when I deleted and unsubscribed from the program and app, but this is roughly what she said:
“Michelle, it sounds to me like you’re making a lot of excuses. We all have the same time in the day.”
Firstly, categorically, no, we don’t all have the same time in the day. I work 65+ hours a week adding up all my various jobs and responsibilities, on top of having a toddler, cooking and cleaning, caring for a large dog, and taking time for myself. I work out 4 days a week already. The subtle implication that I’m lazy made me see absolute red. This reply was not helpful and did not answer my question or request whatsoever; it didn’t help me get to my goals. It was demotivating and damaging.
My reply was absolute shock that she would say something like that to me. It was not a supportive comment to make to someone who was asking for very specific suggestions. I replied and told her that absolutely was not something I was ok with her saying and I would be requesting a new Goal Specialist. Which I did.
It took 4-5 days for them to assign me a new Goal Specialist.
In that time, S messaged me again and apologized, then again implied that I don’t grocery shop! So great, another snide comment about being lazy. Nice!
When I was assigned my new Goal Specialist, I was close to the end of my free trial. I tried having a conversation with my Goal Specialist about how I was struggling to remain motivated to use the app after S’s messages and, again, it always took nearly 24 hours to receive a reply. When I expressed concern about the program when it took so damn long for anyone to reply to me, the new Goal Specialist (we’ll call her A) simply apologized. Finally, I realized I was done; it wasn’t working for me, despite the fact that it had everything I really wanted in a weight loss app. I told A I wanted to cancel my subscription before the end of my free trial so that I would not be charged for 3 months.
It took two days for that to happen, but I wasn’t surprised by that.
Final Thoughts
I know that’s a lot to read. And trust me, it took me an embarrassing amount of hours to write it in a way that wasn’t just emotional.
As someone who is incredibly Type A and fears being seen as lazy, being called lazy was a huge trigger for me. (And again, I realize this is the action of one person, but it is one person who represents Noom.) It made me immediately not want to even open the app, let alone follow what it told me. If the representative thought I was just lazy and making excuses, then what did it matter? The things I struggle with—taking time for myself, taking a break from working, not having to be perfect all the time—are very real, and yet, I felt like my Goal Specialist had completely devalued the things I struggle with. She acted like they weren’t real and that hurt a lot.
I think part of this issue is this: i was assigned a Goal Specialist that was 1) much younger than me and 2) not a parent. I don’t mean this as a way to talk down to young people (she was maybe 22 or 23) or people who aren’t parents. But fundamentally, the life experience between a fresh-out-of-college Gen Z and a 30-year-old millennial is monumental. The same as between a non-parent and a parent. I definitely feel sometimes that young people and non-parents look at parents and think we are just being lazy in regards to what we eat and our activity levels. But it’s not true. We know it’s not true, but it’s impossible to fight a stereotype, ultimately.
And beyond just that life experience level, what does a Goal Specialist who has never been overweight, never had to rush a toddler into the car to get to drop off on top, never had to walk around with the evidence of pregnancy on their body forever, know about my life? About my experience in this body? About the invisible sacrifices I make both at home and at work daily? The ways in which I have to choose between my health and the health of my family? How can they help me when they think I’m just making excuses? If you read even a single article about working mothers, you know that we perform massive amounts of emotional labor and make sacrifices every day. (And when I say working mothers, I mean mothers who stay home too. Taking care of a home and raising children full time is work, they just aren’t being compensated.) What can a Goal Specialist expect to motivate me when they only see my inability to remember breakfast as being lazy? When they don’t see that in the time I forgot to grab a healthy breakfast, I dropped off a toddler who cried and wanted to stay with me, made sure my husband had breakfast and lunch for work, cleaned up the living room, got to work, arranged my schedule for the day, started working, and made sure coffee was made for the office?
We all have things we struggle with, of course. This isn’t unique to parenthood or motherhood. But I definitely felt that Noom was missing that crucial element of assigning Goal Specialists based on experience. It felt incredibly random and S just wasn’t a good fit for me. In fact, she set me back in terms of my mental health and it took a long time for me to be able to talk about it. I haven’t even told Danny about my experience on Noom.
So, to summarize, here are my thoughts:
Noom is, in theory, a great program.
There are still some major issues with the way Noom assigns Goal Specialists, as well as their system for tracking.
I found the entire experience really disappointing and, frankly, disconcerting. It’s the New Year and Noom advertisements are everywhere. if you see one and it sparks in you to try it, I hope this review helps you better weigh whether the cost is worth it.
