I don't know anything about Noom except the basic concept. Really, one of the biggest keys to fitness is both a nutrition and exercise plan that is solid, realistic and long term sustainable. Seems like maybe Noom promotes that? Don't need to starve yourself, do some crazy food "diet", do unconventional workouts (unless you want to) or anything like that. Every year, right at this time, DW and I see an influx of new people. Not too many, because we're there so incredibly early, but a few. They'll come in but never stay more than a few weeks to a few months. I don't know why for sure, but from casual observation it seems that they don't have a plan, or if they do it's unrealistic. They get frustrated, or hopefully not hurt/sore, and stop coming.