The 2025 MacroFactor Annual Report

This week marks four years since we released MacroFactor. 

Each anniversary, we publish the MacroFactor Annual Report. Here are our prior reports: 2022, 2023, and 2024. 

The purpose of the Annual Report is to document the changes and improvements we’ve made in the app and as a business in the last year, as well as to give you a peek behind the curtain at our plans for the future. 

As with our public roadmap, MacroFactor Monthly newsletter, and groups on Facebook and Reddit, the MacroFactor Annual Report is designed with our values of transparency and community in mind. 

We are so grateful for the support of MacroFactor users, and are excited to review and reflect on Year 4 with you. 

So let’s get into it! 

Looking Back: A Brief Review of the Year 

This past year, our focus has been on providing smarter, more personal tech that puts you in the driver’s seat of your fitness journey. We’ve implemented more powerful customization tools, science-based updates to our core algorithms, and intelligent food-logging features that save you time. With our rebrand, which went live earlier this week, we’ve also updated key aspects of our design and branding to create a more cohesive and modern ecosystem.

The result is an app that works for you in ways that are more intuitive, more intelligent, and more integrated than ever before.

Building a platform that moves with you

We started by giving you the power to create a more personal experience from scratch. With the customizable dashboard, you can build a MacroFactor dashboard tailored to your unique goals and data priorities.

We also streamlined the MacroFactor experience on other devices, delivering updated Android widgets with stronger shortcuts and more informative layouts.

Most recently, we built a powerful MacroFactor experience for Apple Watch, bringing fast food logging, at‑a‑glance nutrition, and weight tracking to the place you check most often, so you can stay consistent without even opening your phone.

Leveraging data for a smarter you

Our commitment to personalization goes deeper than the user interface, though. We are continuously monitoring relevant research topics and working on algorithm improvements to provide smarter, more personalized recommendations.

This year, we delivered significant expenditure algorithm updates that made our system more responsive to your body’s unique signals and more resilient to missing data.

We also updated our bulking recommendations. After a thorough review of the research, we deemed that there’s now sufficient evidence to conclude that beginner and intermediate lifters can achieve faster rates of muscle growth, while still minimizing fat gain.

Intelligent features to save you time

This year, our focus on building smarter, more personal tech also led us to our first application of artificial intelligence within the app. We developed AI-powered photo logging as a tool that makes food tracking more accessible and streamlined than ever before. Unlike other solutions, our AI prioritizes real, lab-analyzed food data, provides full transparency into the ingredients, and gives you full control to edit and modify the results.

This intelligence extends to our recipe importer, a feature that automatically populates all the details of your favorite web recipes, including ingredients and preparation steps. Paired with our Favorite Foods feature, which saves your staples with exact serving sizes, we’ve created a system of smart tools for food logging in every situation. Whether it’s a home-cooked meal, a new recipe from a blog, or a favorite snack on the go, our app is built to work for you.

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In the rest of this “Looking Back” section of the Annual Report, we’ll go into more detail on each of these big updates (and more). We’ve organized it by season (Fall, Winter, Spring, Summer). Please note that this isn’t a full accounting of every single update and feature we’ve shipped; if you want more details, browse the MacroFactor Monthly archive or the Release Notes. 

Fall

In Fall 2024, we delivered powerful customizable tools for making the MacroFactor dashboard your own, an updated and improved version of our expenditure algorithm, and updates to our bulking recommendations in the app. We also published 10 new in-depth articles and 2 new case studies.

Customizable dashboard

Released in November, MacroFactor’s customizable dashboard release introduced powerful customization tools, steps tracking, body metrics comparison, and more.

The customizable dashboard lets you prioritize, arrange, and explore insights that matter most to you!

Learn more:

• Knowledge Base: How to Customize Your Dashboard
• Announcement Article: Welcome Home, Data: Dashboard Customization Comes to MacroFactor

Expenditure algorithm updates based on new breakthroughs

The expenditure algorithm is at the heart of the MacroFactor coaching system. It’s what allows the app to adjust your weekly Calorie and macronutrient targets to keep you on track toward your goals.

We are always working to improve our algorithms and recommendations, and version 3 of our expenditure algorithm delivered several improvements for even more accurate and stable calculations.

For example, Expenditure V3 is more responsive to meaningful changes in your expenditure, while also being more stable when faced with transient fluctuations in weight.

In addition, Expenditure V3 is more resilient to missing data, requiring only 3 days of consistent tracking to unpause after a period of inactivity. It performs better, even when it has less data.

Nearly one year after Expenditure V3 was released, we’re excited to say that we’ll have even more improvements to share with you soon.

Learn more:

• Announcement Article: An In-Depth Look at MacroFactor’s New V3 Expenditure Algorithm
• Knowledge Base: Expenditure, How Does MacroFactor Make Adjustments For a Weight Gain or Weight Loss Goal?

Bulking recommendation updates based on the latest science

In addition to the expenditure algorithm update, we also updated our bulking recommendations in the app in accordance with our recent review of literature on muscle gain. 

These recommended rates of weight gain (specifically for beginner and intermediate lifters) are considerably faster than our prior recommendations. The main reason for this change is that the amount of research on bulking has increased by 150% since we were initially formulating our recommendations.

We continuously monitor the research to ensure that our recommendations reflect the best available evidence, and we deemed that there was sufficient evidence to conclude that beginner and intermediate lifters can achieve faster rates of muscle growth, while still minimizing fat gain, with rates of weight gain that are a fair bit faster than our prior recommendations.

Learn more:

• Article: How Fast Should You Gain Weight When Bulking?

Articles, Case Studies, and Resources

Exploring Bulking and Cutting Series

To coincide with our team’s review of recent research on bulking rates, we published a series of articles on optimal rates for losing fat and gaining muscle.

These articles also contained new resources.

Should I Bulk or Cut? includes a short quiz you can take to help you decide.

How Fast Should You Gain Weight When Bulking? includes a helpful calculator for deciding the rate of weight gain that works for you and your body.

How Fast Should You Lose Weight When Cutting? also includes a handy calculator for deciding the rate of weight loss that will help you reach your goal without sacrificing muscle mass.

Nutrition Fundamentals Series

We also published several new articles in our Nutrition Fundamentals series.

These articles cover a range of topics, from daily intake guidelines for macronutrients to food sources and their potential impact on health. This series is great for those new to nutrition and enthusiasts seeking the latest guidelines.

Supplement Series

Ever wonder which supplements are actually worth your time and money?

Our team did a full review of the research and reported which supplements are good for performance, body composition, and health.

Article: Should I Track My Food on Vacation?

One of the most common questions we see from MacroFactor users is: Should I track my food on vacation?

Our team put together an article with guidance on how decide your vacation strategy, and tips and ideas for stress-free tracking if you decide that you want to take MacroFactor on vacation with you.

Case Study: How Sergio Used MacroFactor to Lose 92lb and Find Sustainable Success

Sergio dropped 92lb by using MacroFactor to fine-tune his food tracking. He has transformed his life and health over the past two years, balancing weight loss while maintaining — and even gaining — muscle mass. 

“I was obese my whole life,” he said. “Losing weight was just one (big) part of my journey, but so was muscle growth and tracking other health aspects. Obviously, I could say my biggest win was losing 150lb (and I am very proud of that), but I think the bigger win is how MacroFactor helped me permanently turn my life around for the better.”

Check out his case study to see how he stayed motivated throughout the process and his plans for maintaining his results.

Case Study: How Pascal Lost 52lb and Found Peace of Mind

Pascal, a 31-year-old GIS advisor and specialist from the Netherlands, used MacroFactor to find new motivation, lose weight, and trust the process. 

“Peace of mind. Words cannot express how important this is in life in general,” Pascal said. “One of the most challenging and time-consuming parts of working out is figuring out how much to eat and tracking your weight gain or loss based on your intake. The stress of losing weight too slowly, plateauing, or gaining weight too quickly is no longer an issue for me because I can just look at MacroFactor and trust that it will adjust if needed.”

Check out his case study to learn more about Pascal’s success and how he mastered his logging flow with MacroFactor.

Winter

In Winter 2024-2025, we overhauled the available MacroFactor widgets for Android users and redesigned the “More” page in the app to make it more organized and easier to navigate.

Updated Android widgets

MacroFactor users on Android asked for more space-efficient and informative widgets with stronger shortcut integrations, and we delivered on those requests in early December.

Whether you’re an iPhone or Android user, you can create dense layouts of nutrient information, showcase macro- and micronutrient targets and intake, configure shortcuts, and more.

Learn more:

• Release Notes: Version 4.1.0

“More” page redesign

We also updated the “More” tab in the app, making this important page more organized and easier to navigate.

The More tab contains important settings for your account and integrations, as well as settings for customizations you can make to personalize your MacroFactor experience. For example, you can customize what shows on your Dashboard, edit the look and feel of your Food Log, change your Check-In Day, and more. 

If you ever have a question or need help using the app, you can also find all of our support options – the MF AI chatbot, our in-house support staff, and more – from the More tab.

Articles, Case Studies, and Resources

Article: Should You Take a Multivitamin?

Multivitamins are a source of much debate.

Some believe a basic multivitamin is the bare minimum needed to optimize health, while others argue it offers no real benefits and could even cause harm. With numerous studies and analyses on the topic, is there a middle ground?

Nutrition Fundamentals Series

In January and February, people often work on establishing new healthy nutrition habits, such as counting their macros and meal prepping.

Our content team released two articles that go over both of those topics in depth. The tips in these articles are helpful any time of the year!

Articles: Protein Timing and Distribution

Once you know how much protein to eat to support your goals, you may find yourself wondering if it matters when you get your protein and if spreading out your protein intake throughout the day would give better results.

These are extremely common questions in both research and fitness communities, so our content team dove in and delivered two great articles on the topic.

Article: Tips For Sticking With Your Transformation Journey

The path to any significant transformation is rarely as smooth as we’d like. It’s not unusual to feel overwhelmed.

In this article, we’ll cover practical tips to help you stick with your goals, navigate the rough patches, and maybe find ways to enjoy the process.

Case Study: How Julie Broke Records And Found Success With MacroFactor

Julie, a 55-year-old physical therapist and professor from Montana, used MacroFactor to unlock her strength and dive into the world of powerlifting after years of facing challenges with activity and nutrition.

“My biggest win since starting MacroFactor has been the ability to change my relationship with food,” Julie said. “Instead of seeing foods as ‘good’ or ‘bad’, or feeling like I had to completely eliminate types of foods or food groups, I felt like I had more conscious control over my decisions by reviewing all of the tracking data in the MF app.”

Check out her case study to learn more about Julie’s success and how she broke records with MacroFactor.

Case Study: How Mike Lost 75 Pounds (and Ditched the Headaches) with MacroFactor

Mike, a 37-year-old IT sales professional with a love for tater-tot hotdish and pizza, used MacroFactor to transform his health and lifestyle. 

Starting at 268 pounds on March 1, Mike set an initial goal of getting under 200 pounds. When things went smoothly, he adjusted his goal to go even further.

“After losing 2–3, and sometimes more, pounds per week, I set a second goal of 185 in my head a few months in,” Mike said. “I liked the simplicity of letting MacroFactor do the hard work. It tracks your real energy expenditure and adjusts your goals automatically. That was a game-changer for me.” 

Check out the full case study here.

Spring

In Spring 2025, we released AI-powered photo logging – an extremely popular feature, designed to be smarter and more transparent than versions you’ll find in any other app. We also launched a Favorites feature, which allows users to “Favorite” foods for easier access during food logging. In addition to new features, we announced the winners of our first-ever MacroFactor transformation challenge, and shared several great new articles and case studies.

AI-powered photo logging

Released in April 2025, MacroFactor’s AI-powered food logging feature allows you to log your foods simply by snapping a photo.

With the excitement surrounding AI, hundreds of apps have flooded the market with LLM-based food loggers. These apps almost universally lack the depth and functionality necessary to be complete solutions for the dedicated user.

MacroFactor offers a more serious alternative with intentional application of AI. The result is a feature that saves veteran users time by automating the bulk search process for complex dishes and removes barriers to entry for those who are new to food logging. 

How MacroFactor AI differs from other AI food logging apps

• High quality results. MacroFactor AI does not rely on LLMs to generate all food entries. Instead, we prioritize real, lab-analyzed results with complete nutrition data. MacroFactor AI will only generate a food entry when it is necessary or otherwise optimal, and its generation will be grounded in real life foods.
• Result transparency. MacroFactor AI will break down your meal into individual ingredients instead of giving you a single opaque result. Because we build each result from individual food entries, our output is fully inspectable.
• Integrated control: The plate is a unified interface for interacting with the AI result and human-added foods. AI is not perfect and can make mistakes, and we give users the control to edit and modify its results.
• Streamlined experience: MacroFactor AI will do its best to group foods logically, using recipes and single foods, so it is easy for you to reason about your nutrition. Our AI interface has no fluff, no performative chat interface – just streamlined results. 

Learn more:

• Announcement Article: AI-Powered Food Logging Comes to MacroFactor
• Knowledge Base: AI Food Logging

Favorite foods

MacroFactor’s Favorites feature is a convenient way to save and organize your staples, complete with your preferred serving sizes. 

To favorite any food, simply find it using search and tap the heart icon on its Food Detail page. The next time you need to log that item, it will be ready to go in your Favorites Bar—with the exact serving size you chose alongside it. No more fiddling with portion sizes each time. Your favorite foods remember how you like them.

Heart Your Favorites: Find your favorite food in Search, and then tap the ❤️ icon on the Food Detail page to favorite it. Your chosen serving size is saved with it.

Multiple Presets: Need different sizes? No problem. Favorite the same food multiple times with different quantities (e.g., 16oz latte in the AM, 12oz in the PM).

Quick Access: Your Favorites will appear in a bar above your smart Go-To Picks and Latest foods in Search.

Reorder with Ease: Customize your Favorites Bar by heading to Library → Favorites and using the Reorder icon.

Learn more:

• Announcement Article: Favorite Foods: Your Staples Within Reach
• Knowledge Base: Favorite Foods

More in-app enhancements

The Favorite Foods update also came with several other design and interface enhancements.

Comfort Food Tiles: There’s a “Comfort” tile option for the food tiles in your log, featuring larger fonts, more spacious design, and a three-line layout for easier reading.

Plate Banner: The plate banner automatically adapts to your screen size to fit the most important information—no more manual tweaking needed.

Expandable Recipes: You can expand recipes in your plate without exploding them. As you adjust ingredients in the recipe, the recipe’s calories and macros will change as well. On the flip side, as you adjust the quantity of the recipe, the quantity of the ingredients will also adjust to match. 

Winners of the MacroFactor Transformation Challenge

For 100 days between January and April, more than 20,000 people competed in the first-ever MacroFactor Transformation Challenge. 

In April, we announced the winners of the challenge: One grand prize winner of $50,000 and 100 more winners of $500 each. 

This challenge was about more than just physical transformation – though there were definitely some jaw-dropping before-and-after photos. It was also about using MacroFactor as a tool to transform unseen areas of your health and life. Our winners represent a great combination of the two. 

Thank you to everyone who participated in the challenge. It was an honor and privilege to have been a part of these transformation journeys. 

Grand-prize winner: Kendell Graham

Kendell Graham is a 25-year-old software engineer living in California. He’s the type of guy that helps his girlfriend throw birthday parties for their dogs, is a solid gamer, and is working to progress in his new hobby of bouldering. He was also the winner of our first-ever 100-day transformation challenge.

With MacroFactor and the 100-day challenge, Kendell lost over 40 pounds, hit new PRs, and found a system he can stick with for good.

Make sure to check out our Case Study article about Kendell for all the details on his transformation. We think you’ll be just as inspired by his story as we are. 

100 more winners

You can see the Before and After photos of all of the MacroFactor Transformation Challenge winners here.

Articles, Case Studies, and Resources

Whether you’re looking for advice on how to more effectively reach your body composition goals or you want to learn more about nutrition, our Summer 2025 articles have you covered.

Article: Tips for Hitting Body Comp Goals When You Have a Bad Schedule

It can be frustrating when you’re working hard toward body composition goals and come up against an unforgiving schedule. In this article, we will dive into practical tips for progressing with your body composition goals, even when your schedule isn’t on your side.

Article: What Are Set Points (and Are They Holding You Back)?

“Set point theory” suggests that each person’s body tends to settle within a preferred range of body weight (even more specifically, body fat). While there’s a kernel of truth here, discussions around set points sometimes make it sound like we’re completely at the mercy of our biology, but that’s not quite right either.

In this article, we will break down what set point theories actually say, and how you might be able to work with (or around) them to support your goals.

Article: Tips for Exercising When in a Calorie Deficit

While Calorie deficits are made easier with the aid of exercise, they can also take a toll on your body. So while this article can help you “accelerate fat loss” it can also help you protect yourself and set you up for long-term success.

In this article, we cover strategies to sustain fat loss while also protecting muscle and overall health, so you can balance performance, recovery, and your fat loss goals effectively.

Article: Can We Spot Reduce Body Fat?

Spot reduction is usually written off as a myth in health and fitness circles, but there is still no shortage of products claiming to help you with spot reduction and to “melt fat away.”

Is there a middle ground between myths and truth? Dig in to this article to learn more!

Article: How Sugar Substitutes Can Help With Weight Loss

Whether it is health warnings by the WHO or Saccharin bans, sugar substitutes are polarizing, and it’s understandable why sugar substitutes face so much scrutiny. However, as overall food consumption has increased, so has a need to satisfy our desire for sweetness without calories — hence the increasing use of sugar substitutes.

In this article, we cover whether using sugar substitutes for weight loss is helpful and what to look out for when utilizing them as part of weight management. 

Article: Understanding Nutrition Data: Why It’s Not Perfect, But Still Useful

Questions about nutrition accuracy, food labels, and how to actually estimate food energy come up a lot for people trying to track and log their intake. While precise Calorie counts might seem ideal, the real question is: How much does this actually impact results?

In this article, we will explain how to determine nutrition data, the variables that affect its accuracy, and why most of the time, the biggest thing to worry about is your consistency. 

Article: Should We Supplement With Collagen?

About 10 years ago, the collagen supplement market started to boom, and now you can get everything from collagen coffee to super dose collagen bone broth. The marketing certainly works, and we all know that we have collagen in our bodies, but does eating collagen translate into building collagen? Building muscle? Repairing our skin?

This article goes into these questions and gives you a better idea of whether you should consider collagen in your supplement routine. 

Article: Fiber: Types, Benefits, and the Importance of Variety

Fiber gets talked about a lot in health and nutrition, and most people agree it’s “good.” But beyond that, the details are fuzzy. There’s still confusion about what fiber actually is, the different types, and how each one works in the body.

In this article, we cover the types of fiber, how they interact in your body, and how to consider fiber intake based on your goals.

Case Study: How Dave Dropped Fat and Learned To Stop Waiting

Dave is a 36-year-old who has been lifting on and off since he was 16, always hoping that consistent gym work could make up for a more sporadic approach to nutrition. Over time, though, he realized that without a system to manage both sides of the equation, he’d always be fighting for what he felt was mediocre progress. 

“Reaching my first goal felt surreal,” Dave said. “It happened so slowly, so gradually, that I didn’t even notice the difference in the mirror myself. It wasn’t until I saw pictures of myself that I realized how far I’d come.” 

Check out the full case study to learn more about how Dave reached his goals with MacroFactor.

Case Study: From Guessing to Knowing: How Paris Found a System That Worked

After dedicating time to mastering different styles of lifting, Paris decided he would stop guessing and finally conquer his nutrition. With MacroFactor as his guide, he found a system that made it easy to simply focus on the results. 

“I used to constantly stress about feeling too skinny or not looking lean enough,” Paris said. “But staying consistent with MacroFactor has helped me build a body I’m proud of — and it’s made a huge difference in my career as both a trainer and a content creator.”

Check out the full case study to learn more about Paris’s system that made it easy to simply focus on the results. 

Summer

In Summer 2025, we released our recipe importer feature, which allows you to create a recipe in the app from a web link, and we rolled out MacroFactor on Apple Watch!

MacroFactor on Apple Watch

In early September, MacroFactor’s powerful tools for smart food logging became available on Apple Watch.

On the watch, MacroFactor surfaces the essentials at a glance: calories, macros, and key micronutrients. A scrollable timeline lets you review what you ate throughout the day, so you can efficiently add foods to their proper place and gain insight into your day. 

Designed for approachability and precision, MacroFactor pairs a clean, glanceable interface with deep nutritional details when you want them. Voice logging, haptics, and complications – all from your wrist!

Here’s a brief overview of the features available from your Apple Watch:

• An interactive timeline of your food intake
• Ability to log foods with your voice
• Quick access to log your go-to foods, favorites, custom foods and recipes, and recently logged items
• Access to your Nutrition Overview analytics: You can see macros, vitamins, minerals, and more, and swap between Current and Remaining analytics
• Super fast and easy weight tracking
• Use gauges or progress rings for nutrients like carbs, protein, and fiber to keep them top of mind

Learn more:

• Announcement Article: MacroFactor is coming to Apple Watch

Recipe importer

The recipe importer feature in MacroFactor allows you to import recipe details and macros from web links!

Import a recipe from a link to automatically populate its name, serving size, ingredients, preparation steps, and more.

MacroFactor supports popular machine readable recipe formats that many recipe websites use. If a website does not use a standard format, MacroFactor AI will do a best effort to parse out the recipe, so you can import from more places. 

In addition, the design of the recipe wizard was updated with a brand new look and the following features:

• You can re-order the foods within a recipe.
• You can customize recipe icons.
• You can add URLs to recipes to remember where you found them.
• You can toggle between Recipe and Serving when viewing the macro and micronutrient nutrition summary.
• You can re-order steps and manage them more easily.

Learn more:

• Knowledge Base: Import Recipes
• Release Notes: Version 5.2.2 Release Notes

Articles, Case Studies, and Resources

Article: How to Maintain Weight Loss

When people hit their weight loss goals, it’s easy to assume the hardest part is behind them. However, maintaining that progress is a skill with its own set of challenges. In fact, sometimes, people are more prepared for the initial grind of weight loss than for the long-term effort required for maintenance.

This article aims to provide a collection of skills to manage maintenance more effectively while hopefully making it feel sustainable.

Article: The Connections Between Sleep, Weight, and Exercise

Sleep plays a key role in both body composition and performance, but its importance is often slept on, despite it being a free and available aid.

In this article, we cover how sleep affects hunger and performance, and how training and nutrition, in turn, affect sleep. If you’re trying to optimize this part of your life, take a moment for this one. You might pick up a helpful tip or two.

Article: How Menopause Impacts Body Composition, Strength, and Performance

Menopause is a topic that brings strong reactions and confusion, and the information online can leave people feeling more overwhelmed or worried than informed. Additionally, menopause is not a single event that occurs over a short period; it unfolds gradually over many years, so this can make it hard to separate the effects of menopause from those of aging.

In this article, we’ll look at what to expect with aging in general, how menopause can add its own effects, and what this all means regarding body composition, strength, and performance.

Case Study: How Brandon Lost 40lb and Overcame a Rut

Brandon, a 35-year-old professional and father, faced a tough stretch with injuries and two skin cancer surgeries. He hit a low point, frustrated by not being able to play basketball or do the activities that once brought him so much joy.

When Brandon started using MacroFactor, he committed to giving his body and transformation serious attention. Brandon got up early, never missed his steps, and built habits that not only fueled his progress but also gave him skills he could carry far beyond this cut.

“I’ve strengthened my muscle to do hard things, and I truly believe this will carry on after this challenge, not just in fitness but in other areas of my life as a husband, father, and professional,” he said. “If you deny yourself some instant gratification for something greater, you can do something insane that you never thought possible.”

Check out the full case study to learn more about how Brandon reached his goal.

Case Study: How Molly Rebuilt Her Relationship With Progress

Molly is a 34-year-old who travels often for work. For years, she battled lifestyle and health problems, and was diagnosed with androgenetic alopecia after slowly losing her hair for years. She had cycled through countless apps, challenges, and restrictive eating plans, and was ready for change. The problem? She still hadn’t found a system that allowed her to make progress without feeling miserable in the process. 

Looking for a better way forward, Molly signed up for MacroFactor and decided to participate in the 2025 transformation challenge. It marked the beginning of a shift in her relationship with food and her body image. 

“This challenge didn’t just transform my body, it helped me rebuild trust in myself,” she said. “I let go of the belief that weight loss has to come with suffering.”

Check out the full case study to learn more about how Molly reached her goal.

Case Study: How Ryan Built a Routine and Brought His Family With Him

Ryan, a 35-year-old father of three, knows what it means to put in a day’s hard work. He regularly juggles the demands of three jobs while trying to be present for his wife and kids. That leaves him with very little time to focus on his health or nutrition. Trying to find the balance, Ryan decided to use the 100-Day Challenge and found the structure he’d been missing.

“I’ve never tracked macros before. Now I feel lost without the data,” he said. “After reviewing the data trends, I learned a lot. Being able to keep track and dissect trends, expenditures, macros, progress, and even the breakdown of each macro helped me see where I was, what I have done, and where I needed to go.”

Check out the full case study to learn more about how Ryan reached his goal.

Case Study: Hannah’s Sustainable Journey

After devoting her time to caring for her new baby, 25-year-old Hannah decided to tackle a cut and not only hit her goals but also gained a whole new outlook on the process.

“I don’t have to guess what my expenditure is or how much I should be eating based on a random calculator online that doesn’t account for personal variability,” she added. “Whether I become more or less active because of illness, vacation, or picking up a new hobby, I know the app will continue to adjust with me so I can both reach and maintain the goals I’ve set.”

Check out the full case study to learn more about how Hannah reached her goal.

Case Study: How a Birthday Promise and MacroFactor Helped JT Moore Find Consistency

JT Moore, a 37-year-old husband, father, and public health professional, knows firsthand how important it is to take care of your health, but it wasn’t until his 36th birthday that he decided to get serious about his own.

“I was beyond thrilled when I hit my target. I looked and felt better than I had in many years, and this gave me a level of confidence I hadn’t experienced in my entire life,” he said. “I then transitioned to a maintenance goal and have continued to add muscle while losing fat for a year, all while enjoying more food!”

Read the full case study to learn more about how JT reached his goal.

Team, Business, and Community

User Growth 

We are excited to say that MacroFactor has grown to more than 400,000 users. Here’s a quick breakdown on how that growth has looked over the last several years:

• September 2022: 35,000 users
• September 2023: 90,000 users
• September 2024: 185,000 users
• September 2025: 400,000 users

A huge part of this remarkable growth is due to word-of-mouth from MacroFactor users like you. Many of you have told your friends and family about the app and contributed enormously to the sense of community and excitement we see in our Facebook group, subreddit, and support channels every day.

Thank you! We are blown away and so grateful.

MacroFactor wins Google Play Best of 2024 award

At the end of 2024, we were so excited to learn that MacroFactor was the winner of Google Play’s “Best Everyday Essential” category in the Google Play Best Of awards. 🏆

You can read more about the award ​here​.

New Team Members

We welcomed four new members to the MacroFactor team this year. 

Kirill Meshkov is an Animator and Developer, and he has designed the beautiful and delightful illustrations and animations you see in the app during check-ins, onboarding, when you reach your goals, and more.

Cam Gill is our Head of Exercise Education, and he has been building an extremely thorough exercise database for our forthcoming MacroFactor Workouts app.

Olga Tochilin is our Senior Product Designer, and she designs screens and workflows for the apps. She also is a master at design systems, and works to improve consistency and adherence to the MacroFactor Design System in the apps.

Katie Nemargut is our Growth Marketing Manager, and she develops and implements strategies to find new users and better serve our current users. She is also instrumental in preparing for our forthcoming launch of MacroFactor Workouts.

Looking Forward: What’s Next for MacroFactor

From Day 1, we have embraced a philosophy of continuous improvement at MacroFactor. We are always working to create new features, craft smarter algorithms, and design more intuitive workflows. Our commitment to making the app smarter and more intuitive is as strong as ever, and we have several exciting features for MacroFactor scheduled for the next 12 months.

Our current focus and the primary highlight of this Annual Report, though, is our forthcoming new app, MacroFactor Workouts.

MacroFactor Nutrition and MacroFactor Workouts will be a strong duo, teaming up to create a larger MacroFactor ecosystem. Imagine your nutrition and workout data working together, creating comprehensive, unparalleled insights into every aspect of your fitness journey.

Get ready, because we’re about to embark on an exciting new era for MacroFactor.

MacroFactor Workouts

In last year’s annual report, we publicly announced that we were building a second app.

Today, we are just months away from releasing MacroFactor Workouts, and are excited to share some new details on what you can expect, along with a preview of what the app looks like.

The MacroFactor Workouts app will embody the same data-driven approach and intuitive experience you value in your nutrition tracking with MacroFactor.

When you sign up for MacroFactor Workouts, the app will craft a personalized resistance training workout program for you based on your goals, experience, the equipment you have access to, and more.

As you start tracking your workouts, the app then uses progressive overload to dynamically adjust your program based on your progress, helping you break through plateaus and consistently progress toward your strength and muscle-building goals.

Like MacroFactor Nutrition, MacroFactor Workouts takes all the guesswork out of reaching your goals and will have a user-friendly interface that makes tracking your workouts easy and enjoyable.

You bring the drive, and MacroFactor Workouts will provide cutting-edge, science-driven tools that adapt to your body and empower your mind.

The beta for MacroFactor Workouts is tentatively set to begin in early October. We’ll select beta participants from our list of folks who filled out the MacroFactor Workouts Survey we shared a few months ago. In addition, we will have a first-come, first-served call for beta participants on our subreddit and Facebook group later in the beta period.

The app will be available to everyone in early January 2026.

We’ll have many more exciting details about the app to share in the coming months. Make sure you’re subscribed to the MacroFactor Monthly newsletter and following our Facebook group, subreddit, and Instagram so you don’t miss anything.

How to get involved and stay updated 

First, join our communities or subscribe to our newsletter to stay updated.

Communities: Folks in our Facebook group, subreddit, and Instagram communities are the first to hear about new releases and what we’re working on. The groups are also a great place to ask and answer questions and connect with a like-minded and supportive community. 

Newsletter: Another way to stay updated is the MacroFactor Monthly Newsletter. On the last Monday of each month, we send a brief newsletter that includes sections on new features in the app, content recommendations, and a sneak peek at features in development. 

Second, you can submit and vote on new features using our public roadmap. 

We maintain a public roadmap that shows our short- to medium-term plans for new features and improvements. You can vote on the upcoming features that are the highest priority to you, which will help guide our development priorities. 

Third, leave a 5-star rating on the App Store or Google Play. 

If you’re enjoying MacroFactor, please consider leaving a 5-star rating or review on the​ App Store​ or​ Google Play​. Positive reviews of MacroFactor really help with discoverability for folks looking for an app like ours.

Thank you

We’ll end this fourth Annual Report the same way we’ve ended it the last three years: by taking the opportunity to say thank you one more time. 

There is no MacroFactor without you. You support us, inspire us, and motivate us to keep building and improving. We are so grateful for our MFer community, and so excited to continue working on this product that we love.