How to Change Your Behavior to Make GLP-1s
Work Long-Term with Noom CEO Geoff Cook

Everyone’s talking about GLP-1s. Fewer people are talking about what happens when you stop taking them.

In this episode of FOMO Sapiens, Patrick McGinnis welcomes Geoff Cook, CEO of Noom, for a wide-ranging conversation on weight loss, behavior change, microdosing, and the future of preventative health. Geoff spent 18 years building The Meet Group, a NASDAQ-listed social entertainment platform he co-founded and led through its $500 million sale, before joining Noom in 2023 to bring the same product-driven mindset to a problem he found more compelling: helping people actually change their health, and keep it changed.

The conversation covers:

• How Noom’s behavior change stack works — from motivation and self-efficacy at the foundation to cognitive behavioral therapy, micro-habit formation, and the Q-microhabit-reward loop designed to hack the brain’s dopamine circuitry
• Why GLP-1s create a “catalytic window” for behavior change: reduced food noise, increased perceived control, and freed-up cognitive capacity that makes it significantly easier to build lasting habits during the medication period
• What the research actually shows about weight regain — studies indicate that real-world GLP-1 users who don’t combine medication with a behavior change program regain all the weight within 18 months of stopping, while those in structured programs maintain results for four or more years
• Why more than 30% of new Noom GLP-1 signups have already been on GLP-1s before — and what that says about the market’s growing understanding of why medication alone isn’t enough
• The case for microdosing: lower price, fewer side effects, and a built-in behavioral commitment that actually drives more engagement with habit formation than higher-dose programs
• How AI is making it possible to synthesize blood work, wearable data, food patterns, and movement data into actionable health insights — something no human clinician could realistically do at scale
• Why Geoff Cook started microdosing himself in October 2024, what it did to his A1C, and how a daily 20-minute run became the keystone habit that compounded into a full morning routine

Patrick and Geoff Cook also get into the cultural shift around GLP-1 stigma, the wild west of telehealth prescribers with no behavior change overlay, and why the most interesting AI story right now isn’t about jobs — it’s about health breakthroughs.

Meet Geoff Cook:

Geoff Cook is the CEO of Noom. Within 3 years of joining, he drove the launch of Noom Med product lines now comprising two-thirds of Noom’s total revenue (up from zero!), building talented teams to execute on transformative growth opportunities. He is also a serial entrepreneur and long-time public company CEO.

That growth led Noom to be chosen as TIME Magazine’s Top 10 Most Influential Wellness Companies of 2026 and also as a Newsweek Most Trusted Brands 2026.

At Noom, he is leading the convergence of diagnostics, behavior, and care to add years to life and life to years. He drove the acquisition of Tailor Made Pharmacy, a 200-person facility with 46 state licenses, marking Noom’s first-ever major acquisition.

He established Noom’s mission: to empower everyone, everywhere to live better, longer—every day. Ushering the company into the fast-growing longevity market, he established the new slogan “Everyday wellbeing,” to demonstrate that the goal is not longevity tomorrow but vitality today.

He launched new AI screening tools, Face Scan and Future Me, to show that advanced health insights don’t require a clinic, a trip to a lab, or an expensive wearable. He also pioneered a new, engaging free tier of Noom to unlock the longevity TAM and make health a habit for everyone, everywhere.

Guided by a vision of Noom as more than meds, he built the industry’s most advanced GLP-1 Companion to improve outcomes and drive lasting health gains. While rapidly expanding Noom’s med plans and revenue, he ensured healthy habits were even more important to each program than the meds.

Previously, he co-founded The Meet Group, a NASDAQ-listed social dating and live-streaming company connecting millions of active users globally. Geoff Cook served as The Meet Group’s CEO from 2013 to 2023, leading it through its sale for $500 million in 2020.

Geoff grew a live-streaming video & creator economy revenue stream from $0 to in excess of $200 million annualized. Post-acquisition, Geoff also served as co-CEO of the parent company ParshipMeet Group, which includes a portfolio of dating apps, including eharmony, MeetMe, Tagged, Lovoo, Skout, Growlr, among others.

Under Geoff Cook’s leadership, the video Platform-as-a-Service enterprise product that he conceived of launched and grew to power 6 of the top 50 social apps in the US by revenue.

Geoff Cook is the Ernst & Young Entrepreneur of the Year Award Winner (Philly). He graduated from Harvard in 2000 with a BA in Economics and is pursuing an MS in Nutrition Science from the Friedman School of Nutrition Science and Policy at Tufts University.