When Grief Becomes Growth: The Noom Story Nobody Talks About

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Hey Deal Lifters! 🚀

Ever wonder what happens when a kid from a heavy metal label becomes a health-tech pioneer? Meet Saeju Jeong, whose journey from rock to revolutionary weight-loss impacted millions—turning heartbreak into purpose.

🎸 Heavy Metal Roots, Life-Changing Promise

Born in South Korea in 1981 into a family of doctors, Saeju dropped out of university in 2005 and founded South Korea’s first heavy metal record label. Life took a sharp turn when his father, a respected OB-GYN, was diagnosed with lung cancer at 51. On his deathbed, he urged Saeju to build “healthcare before people get sick.” That conversation became Saeju’s mission.

🧪 From Smart Bike to Breakthrough Pivot

Arriving in New York with almost nothing, Saeju met former Google engineer Artem Petakov. They tried building a smart bike accessory (think early Peloton) and then pivoted to a calorie-counting app. Both failed—but they taught them a critical lesson: behavior change, not tracking, was the key to making a real impact.

🧠 The Psychology-First Game Changer

By 2011, Noom relaunched as a behavior-change platform, pairing certified coaches with AI-driven insights and bite-sized CBT lessons. Users weren't just counting calories—they were understanding why they eat. It clicked. In 2016, Noom launched to the public, offering personalized coaching, intuitive color-coding, and community support.

📱 Momentum & Metrics That Matter

Noom’s approach resonated. A 2016 study of 36,000 users showed 78% reported weight loss, with a median usage time of 267 days—far above industry averages.

Come 2020, the pandemic accelerated growth. With gyms shut down and stress eating rampant, Noom gained massive traction:

• 2021 revenue: $600M

• Valuation: $3.7B after a $540M Series F led by Silver Lake

• Total funding: $650M+, including Sequoia-backed rounds

Noom now commands roughly 30% of global weight-loss app revenue.

🌱 Beyond Scale: Expanding Into Preventative Care

Noom’s aren’t stopping at weight loss. They’ve launched:

• Noom Vibe: habit-forming app (2024)

• 3D body scanning: track physical changes visually

• GLP-1 drug program: in-app medication support

These moves fulfill the promise of healthcare, not sick care—exactly what Saeju’s father envisioned.

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⚠️ Hurdles & Controversies

It hasn’t been flawless. A 2020 BBB alert flagged billing challenges—Noom settled a class-action for $62M in 2022. Critics also questioned calorie targets and coach credentials. Noom has since increased transparency and built self-service tools.

🌟 Why This Story Matters to Founders

1. Personal drive fuels persistence — Saeju’s mission was deeply personal.

2. Test quickly, refine relentlessly — they learned early pivots saved the company.

3. Solve the psychology, not just the mechanics — behavior change vs. features matters.

4. Scalable focus beats feature overload — weight loss answer expanded into broader health.

5. Mission-led brands resist crises — funding, user trust, and purpose aligned through ups and downs.

🚀 Final Takeaway

Noom's transformation—from rock label hustle to digital health authority—is a masterclass in purpose-driven entrepreneurship. When personal motivation meets data-backed behavioral science, the result can change millions of lives—and markets.

💬 Deal Lift Question of the Day:

What personal mission keeps you up at night—and could become your $3.7B purpose? Hit reply and let’s brainstorm.

— The Deal Lift Team

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