FitNow

Parent company of popular weight-loss app, Lose It!, coaching platform, Ascend, and nutrigenomics product, embodyDNA.

FitNow, Inc. d/b/a Lose It! is a privately held company based in Boston, Massachusetts. It was founded in 2008 by J.J. Allaire, Paul Dicristina, and Charles Teague. The company's primary product, the Lose It! app, was first available as an app for the iPhone and quickly became the most downloaded Health & Fitness app on iTunes. Lose It! added a web platform with LoseIt.com in 2010 and became available for Android devices in 2011. In 2016, the company added the Snap It functionality to both the iOS and Android app to allow users to log food with the simple snap of a picture. In 2017, the company partnered with Helix to launch embodyDNA, a DNA-based plan that provides insights and recommendations based on a genetic test.