FitNow
For health-conscious individuals ranging from casual users seeking basic weight loss guidance to power users tracking specific nutritional macros.
Lose It! – Calorie Counter
Snapshot
Who is FitNow?
Simplifying weight management through data-driven tracking and habit-building tools. Helping users reach health goals via accessible mobile logging.
Target audience
Portfolio
Free 3Last updated
Lose It! – Calorie Counter
v18.2.600
5mo ago
Publisher DNA
What defines FitNow?
Publisher DNA
Primary focus
Health & Fitness tracking and habit management
Scale
indie
Target audience
Health-conscious individuals ranging from casual users seeking basic weight loss guidance to power users tracking specific nutritional macros.
Origin
Founded in 2008, the company launched one of the first calorie-counting apps in the App Store to simplify weight loss.
Signature Patterns
- •Core focus on data-driven health and fitness tracking
- •Hybrid monetization model utilizing both free tiers and premium subscriptions
- •Integration with wearable device ecosystems and health data APIs
- •Emphasis on gamification and social accountability features
Portfolio momentum
Released 18 updates across 3 apps in the last 6 months with all titles receiving updates within the last 30 days, indicating a high-intensity development cycle.
Company profile
medium confidence- Founded
- 2008
Portfolio
What does FitNow ship?
Apps
3 apps analysed
Lose weight & reach your health goals with Lose It! diet app and food tracker!
Editors' Choice badge across five markets sustains organic install velocity
- Extensive food database and barcode scanning functionality support consistent long-term weight loss tracking
- Aggressive paywalling of previously free features creates significant friction for long-time loyal users
Distributed across 9 markets, strongest in Americas.
Based on 2 of 3 apps with localized market data, more coverage rolling in as scans complete · last scanned .
Americas (3)
- United States2 / 2
- Brazil1 / 2
- Mexico1 / 2
Europe (4)
- France1 / 2
- Germany1 / 2
- Portugal1 / 2
- Spain1 / 2
Asia-Pacific (2)
- Japan1 / 2
- South Korea1 / 2
Core markets (2/2 apps)
User Sentiment
How do users feel about their apps?
0
Positive apps
1
Neutral / mixed
0
Negative apps
35/100
Avg sentiment score
Rivals
Who does FitNow compete with?
The rivals identified
Nemeses(2)
Both apps target weight management through calorie and macro tracking, competing for the same user base by offering extensive food databases and barcode scanning tools.
Both apps compete for the same weight management audience, but the rival captures a massive user base through a completely free model that directly challenges the premium conversion strategy of Lose It!.
Contenders(12)
Both apps compete for the same calorie and macro-tracking audience, with Cronometer targeting precision-focused users while Lose It! relies on a massive, community-sourced database.
Both apps target calorie and macro tracking users with AI-powered logging tools, creating direct competition for users seeking automated food entry.
Both apps target users seeking structured weight loss through calorie and nutrition tracking, competing directly for the same audience via automated logging tools.
Both apps target the weight management market, competing for users seeking structured nutrition and metabolic health tracking through AI-assisted logging.
Cal AI competes for the same time-pressed users by automating nutrition analysis through photo-based calorie estimation.
Both apps target weight management and nutritional tracking, competing for the same user base through AI-driven logging and barcode scanning features.
Both apps target weight-loss seekers with calorie and macro tracking, competing directly for the same user base through freemium models and extensive food databases.
Both apps compete for the same calorie and macro tracking audience using freemium models and barcode scanning as primary entry points for daily food logging.
Both apps target health-conscious users seeking weight loss through calorie and macro tracking, creating direct competition for the same user base.
Both apps target individuals seeking weight management through calorie and macro tracking, competing directly for daily user engagement via food logging tools.
Both apps target weight loss through calorie and macro tracking, competing for the same user base seeking automated logging tools.
Both apps compete for the same weight management audience by offering calorie tracking and barcode scanning within a freemium model. They target users seeking structured nutritional logging and activity integration.
Same space(28)
Lose Weight at Home targets the same weight-loss audience by combining exercise training with basic calorie tracking.
HitMeal targets the same weight-management audience by providing guided meal plans alongside calorie tracking.
Uses gamification and AI to attract users who find traditional calorie counting apps like Lose It! too clinical or restrictive.
Serves as a focused weight-tracking tool for users who want to monitor progress without the full nutrition-logging overhead of Lose It!.
Diet & Meal Planner serves the same weight-loss audience by combining calorie tracking with nutritionist-developed diet plans.
Eat This Much targets the same nutrition-focused audience by automating meal planning based on specific dietary goals.
BURN targets the same weight-loss audience by combining personalized exercise plans with nutritional guidance.
Happy Scale complements calorie tracking by providing mathematical trend analysis to help users navigate weight plateaus.
Acts as a centralized health dashboard that aggregates the data Lose It! tracks, serving as a broader platform for wearable device owners.
See How You Eat serves the same weight-management audience by replacing calorie counting with photo-based meal journaling.
Hevy serves the same health-conscious audience but focuses on strength training progress rather than nutritional intake.
Provides a minimalist weight-tracking tool for users who want to monitor progress without the complexity of full nutrition logging.
Lyfta serves the same fitness-focused audience by providing a manual-first gym logging utility.
Nutrition Coach serves the same weight-management audience by prioritizing sustainable habit formation over restrictive dieting.
MacrosFirst targets the same nutrition-focused audience but uses a proprietary engine to calculate calories directly from macro inputs.
Fitness at Home targets the same weight-loss audience by integrating exercise training with water and meal tracking.
Calo serves the same calorie-tracking audience but reduces manual entry friction by using AI-powered image recognition to identify food items.
Automates the planning side of weight management, serving users who want to manage nutrition through pre-planned meals.
Noom targets the same weight-loss demographic but shifts the focus from simple calorie counting to behavioral psychology and clinical support.
CaloCare serves the same calorie-tracking audience by offering multi-modal logging to simplify nutritional data entry.
StepUp complements the calorie-tracking habit by focusing on physical activity and social competition rather than nutritional intake.
Offers AI-driven health coaching that competes for the same weight-loss audience by focusing on habit formation rather than calorie tracking.
Provides passive activity tracking that complements the active food logging of Lose It! for users focused on simple habit formation.
MacroFactor targets the same data-driven nutrition audience but uses a dynamic algorithm to adjust energy expenditure automatically.
Cal AI competes for the same time-pressed users by automating nutrition analysis through photo-based calorie estimation.
Competes for the same calorie-tracking audience by emphasizing AI-driven convenience to lower the barrier to entry for casual users.
Omo serves the same weight-loss audience by pairing calorie tracking with psychology-based educational content.
Carb Manager targets the same weight-loss segment but specializes in metabolic tracking for keto and low-carb diets.
New entrants(2)
Competes in the calorie-tracking space by offering AI-assisted logging to simplify the user experience for weight management.
Calife serves the same calorie-tracking audience by using AI to analyze meals from photos.
The Analyst's Read
The bottom line on FitNow
Bottom line
FitNow is a mature, high-velocity publisher with a clear product-market fit in the weight management space. Their ability to leverage institutional partnerships and a vast proprietary food database provides a stable foundation for continued growth within the health and fitness vertical.
Frequently asked questions
How many apps does FitNow publish?
What kind of apps does FitNow make?
What is FitNow's top app?
In how many countries are FitNow's apps available?
What fed this analysis
- Apps analyzed:
- 3
- With full intel:
- 1
- With overview:
- 3
- Website scraped:
- yes
- Social presence:
- yes
