The Case Study

Noom Breaks Into New Markets
Via Content Partnership
With The Independent

As a global health and fitness company, Noom helps its customers achieve their weight loss goals through its award-winning programme and associated mobile app. Noom users can achieve sustained success by leveraging the programming to build healthy habits.

In addition to the mobile app and tailorable programming, Noom also provides clients with bespoke packages. Noom lays the foundation for healthier living by teaching clients how to adopt lasting behavioural changes.


267% increase in year-over-year sign-ups

2,600+UK enrollments over 2021

17,000clicks generated over 2021

The Challenge

Noom, a global health and fitness company providing an award-winning weight-loss programme, had established a strong foothold in the U.S. health and fitness market. However, Noom’s brand awareness was not as robust in other target markets, particularly within the United Kingdom.

Noom leadership wanted to expand its presence in this viable market by building brand awareness and increasing customer acquisition. To accomplish this, they needed to differentiate themselves from run-of-the-mill health and fitness programmes by demonstrating the uniqueness of their solution.

Our Approach

Upper-Funnel Strategy

Acceleration Partners crafted a dual-purpose upper-funnel strategy that moved Noom closer toward its two goals for the UK market.

The team concluded that forging a partnership with a regional organisation would allow the client to achieve its goals more expediently. They leveraged an existing positive relationship with The Independent – whose huge online audience closely aligned with Noom’s target demographic – to negotiate exposure through a hybrid payment model.

Via the Partner Hub, Noom provided The Independent with fresh and captivating branded content (e.g., testimonials, product information), imagery, and campaign messaging. The Independent leveraged a multifaceted promotional approach to incorporate Noom content into newsletters and social media promotions and routed native traffic to on-site materials.

As a result, The Independent became a top-3 partner for Noom; and, based on the programme’s success, Noom expanded the programme to include The Evening Standard.

The great year over year growth that we've seen with our UK affiliate programme would not have been possible without our account team at Acceleration Partners. They have provided us with high-touch account management, smart strategic guidance, and forward-thinking recommendations and tactics to enable us to continue to build our programme. Acceleration Partners has helped us uncover strong new affiliates and build lasting partner relationships, and because of this, we're looking forward to a long, prosperous relationship with AP!

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