Digital weight loss company Noom announced it is partnering with dance fitness company Zumba to offer Noom members access to Zumba fitness content and allow Zumba's dance instructors to become "Mindset Coaches" at Noom.

Noom's members will have access to Zumba's "exhilarating dance routines" and "targeted fitness sessions," along with motivational and engagement options to keep them focused on their goals.

In turn, Zumba instructors will be able to join Noom as Mindset Coaches for free for a limited period and receive instruction in Noom's coaching methodologies, which range from psychology to technology.

"Once trained, Mindset Coaches will have the opportunity to deepen their relationships with their existing clients by serving as their behavior change coach on the Noom platform, and some will further unlock the ability to expand their networks to new clients from Noom as well," the companies said in a joint statement. 

THE LARGER TREND

Following a spate of layoffs in late 2022 and early 2023, Noom hired a group of digital health executives, including a chief technology officer and chief financial officer, and appointed Geoff Cook as its new CEO and member of its board of directors.

At the start of this year, the company partnered with national pharmacy benefit manager Liviniti to offer a digital GLP-1 companion program for managing chronic weight conditions.

The program integrates with pharmacy benefit management processes and provides personalized nutrition guidance, fitness lessons and clinical triage to identify and support high-risk members.

Members can then access a slate of customized resources, including a protein-tracking tool, interactive courses and fitness videos suitable for all activity levels.