# FitNow

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/fitnow

- Industry: Internet
- Headquarters: Boston, US
- Website: www.loseit.com
- Total disclosed funding: $5.5M
- Latest round: Series A (Feb 1, 2012)
- Investors on record: 2

## About

FitNow, Inc. is a technology-driven health and wellness company specializing in a weight loss application that assists users in tracking nutrition and maintaining healthier lifestyle choices through personalized engagement.FitNow, Inc. was founded in 2008 in Boston, US, and operates a weight loss app known as Lose It!. The company has received funding through two notable investment rounds, with the most recent being a Series A round in February 2012, led by General Catalyst Partners, raising a total of USD 5.50 mn. The CEO of FitNow is Patrick Wetherille, and the founder of the company is Paul Dicristina.Lose It! provides a comprehensive weight loss application designed for nutrition tracking, personalized goal setting, and user engagement. Users can log their daily food intake, monitor hydration, and establish custom macronutrient targets. The app allows for quick logging of nutritional data through barcode scanning or meal photography, and it caters to a diverse user base pursuing weight loss and healthier eating habits, primarily in the United States but also internationally.FitNow generates its revenue through a subscription model that grants users access to premium features within the Lose It! app. This model offers various pricing tiers to accommodate individual user needs. The primary service includes advanced tracking functionalities and personalized coaching, fostering a direct-to-consumer relationship. Additionally, the company may pursue partnerships to enhance user experience and expand its market reach, focusing on delivering value and promoting sustained health engagement.As of February 2012, FitNow plans to utilize the USD 5.50 mn raised in their Series A funding to enhance the development of new features and broaden market access. The company aims to introduce new products that focus on additional health and wellness functionalities, with specific plans to expand into international markets. By leveraging the recent funding, FitNow intends to increase its user base and improve the overall user experience with innovative updates and features.

## Funding rounds

- Series A, Feb 1, 2012, $5.5M — General Catalyst Partners, United HealthCare Services, Inc.
- Seed, Feb 15, 2010 — General Catalyst Partners

## Investors

- General Catalyst Partners (https://capitalatlas.ai/funds/general-catalyst-partners) — Seed, Series A
- United HealthCare Services, Inc. — Series A