Beth Hilgartner, a 68-year-old woman, lost 50 pounds (3 stone 8 lb or 22 kg) using the Simple app after her doctor warned her that her blood levels, cholesterol, and blood glucose had reached unhealthy levels. She faced a choice between medication or lifestyle changes, and opted for the app-based approach.
Doctor's Warning Sparks Urgent Action
During a routine check-up in June 2024, Beth's GP informed her that her health markers were alarming. "I had a really visceral reaction that surprised me," she said. Told she needed to lose 15 to 20 pounds, she initially tried restrictive diets but found them unsustainable. "I've tried the restrictive diets and I can lose a few pounds. Then I stop the restrictive diet and I gain it all back," she explained.
Discovering the Simple App
After failing with another restrictive diet that required weighing every food item, Beth turned to the Simple app. Simple is an AI-coached platform offering personalised daily workouts, science-backed coaching, and nutritional analysis. It claims to be "reshaping the science behind weight loss, standing as an innovative alternative to the restrictive and ineffective diet industry."
Beth decided to try Simple for three weeks to assess its sustainability. She began losing a pound a week and ultimately dropped 50 pounds. The app's NutriScanner helped her understand meal nutritional content without measuring food. "It says your portion size should be the size of your palm and it also teaches me to track things like my hydration and my movement so I'm not just relying on my perceptions," she said.
AI Coach Avo Provides Ongoing Support
Simple's in-app coach, Avo, offers instant responses to user queries. Beth noted, "The Avo coach has also encouraged me to do things like prepare healthy snacks that I can have on hand," such as hummus vegetable dip. Avo also suggested ergonomic improvements for her desk work, like using a standing desk or taking walks with hand weights.
Tailored Exercise Plans
The app generates exercise routines including yoga, pilates, HIIT, walking, and Tai Chi. Beth, who enjoys dressage horse riding three to four times a week, found the app adaptable. "I was frustrated because I'm really not a gym or workout person. But I do have some physical pursuits that I use regularly," she said, adding that she also attends yoga and movement therapy sessions.
Pricing and Availability
Users can get 80% off Simple Weight Loss Plans using the code REACH. A 2-for-1 offer also allows subscribers to share a premium membership with another person at no extra cost. Simple has been downloaded over 17 million times and has high ratings: 4.3 out of 5 stars on Trustpilot, 4.7 on the AppStore, and was named the number one app of 2025 by Forbes.
User Reviews
One user commented, "Easy to use. Fantastic support and interaction with the Coach. Exercises are achievable or adjustable if needed. I'd recommend this app." Another added, "They took my concern very seriously and with efficiency. I didn't feel taken for granted." However, some users reported issues: "This app is difficult to use and if I do the exercise sequence it does not log the whole time," and "It doesn't sync up all the time with my steps." Overall, most users were satisfied, with one concluding, "The support team member was able to assist me with my order and was extremely prompt to guide my questions. Very good customer service!"
Alternatives to Simple
For those seeking alternatives, Noom focuses on mindful eating and offers personalised courses. MyFitnessPal provides calorie tracking and BMI calculation for around £19.99 per month, with some free features.
Beth expressed gratitude for the app: "Simple, I'm really glad I found you. I hope lots of other people find you too."
