August 16, 2017 3:40 PM ET


Company Overview of FitNow, Inc.

Company Overview

FitNow, Inc., doing business as Lose It!, develops and delivers a mobile application that provides principles of weight loss tracking and peer support. The company’s application enables people to manage their weight and improve their health. Its solution supports iPhones. The company also serves customers through its Website. It serves corporate customers and health professionals. The company was founded in 2008 and is based in Boston, Massachusetts.

581 Boylston Street

Boston, MA 02116

United States

Founded in 2008



Key Executives for FitNow, Inc.

Chief Executive Officer
Compensation as of Fiscal Year 2017.

FitNow, Inc. Key Developments

Lose It! Launches embodyDNA

Lose It! announced the launch of embodyDNA, DNA-based weight loss plan to give actionable, personalized results through an interactive in-app experience. Lose It! developed embodyDNA, which offers customized recommendations on food/beverage consumption and physical activities, in collaboration with Helix, a personal genomics company, that the launched the first online marketplace for DNA-powered products. To get started and order an embodyDNA kit for a one-time cost of $189.99. Once a user mails in their saliva sample, Helix reads their DNA and Lose It! translates the data into insights, delivering them to the user directly in the Lose It! app along with personalized weight loss, nutrition, fitness, and food sensitivity recommendations. embodyDNA also identifies patterns in users’ Lose It! history and provides feedback on their recorded behaviors, empowering members to optimize their daily habits and reach their weight loss goals. In addition to embodyDNA, the Helix marketplace will host a diverse range of DNA-powered products focused on health, fitness, nutrition, family, ancestry and entertainment.

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