Noom has scored Rebel Wilson as the face of its new campaign as the weight loss platform debuts a free tier that gamifies healthy habits
As the weight-loss medication wars heat up, Noom is turning to a new formula: star power plus smaller doses. The telehealth platform rolled out a free tier of its wellness app on Thursday and welcomed actress Rebel Wilson as its chief wellness ambassador.
For Wilson, the move is personal. After dropping 80 pounds during her self-declared “Year of Health,” she has kept the weight off for more than five years, a journey she says mirrors Noom’s focus on lasting change.
“I’m a big fan of Noom’s philosophy that small steps can lead to big change,” Wilson said. “I learned that small steps — the microhabits, the tiny tweaks — really added up to big results. I wasn’t perfect — but I kept at it, and that’s what worked.”
That same concept underpins Noom’s new free tier, which leans on gamification. Members are nudged to build microhabits, such as logging a healthy snack or hitting a daily step count and are rewarded with real-world perks like gift cards or charitable donations. The app also adds an AI-powered photo logging feature that lets users scan body composition data and food choices straight from their smartphones.
“With our free tier, we’re dedicated to making it even easier to make healthy choices every day,” Noom chief product officer Aaron Severs said. “Free tier members get rewards for logging their healthy, green foods. It’s that easy.”
The free tier is rolling out now to new members and will reach existing users in the coming weeks, Noom said.
“At Noom, we’re redefining how the world approaches health and well-being through psychology, technology and medication,” Noom CEO Geoff Cook said. “Motivation and microhabits are two sides of the same coin. Microhabit-driven wins feed motivation. Meanwhile, microdose GLP-1s kickstart the action-motivation flywheel, enabling early successes by limiting food noise and creating space for healthier habits.”
The focus on sustainability is well-timed. Even as GLP-1 use grows, many Americans remain conflicted about relying on injections alone. A recent survey from Levity found that while 13% of U.S. adults have tried a GLP-1 and more than a third know someone who has, skepticism about sustainability runs deep. Nearly three-quarters of respondents said they view the drugs as a shortcut, with 60% believing they bypass habit-building practices like diet and exercise.
Meanwhile, the idea of microdosing GLP-1s has been gaining traction among some leading voices in the longevity space. At Athletech News’ CEO Summit earlier this year, Dr. Frank Lipman of Eleven Eleven Wellness Center in New York said he personally uses low-dose GLP-1s not for weight loss, but for their broader health benefits.
“I use low-dose GLP-1s not for weight loss, but for anti-aging,” Dr. Lipman said. “They’re neuroprotective, cardioprotective and anti-inflammatory. When used responsibly, they’re magical.”
