EO He didn't make money for 8 years | Saeju Jeong (1/2) | EO
Nov 25, 2025
Saeju Jeong, co-founder and CEO of Noom, shares his inspiring journey from a small fish town in South Korea to leading a major digital health brand. After eight years of struggle, he pivoted from a failed music venture to Noom, embracing the challenges of immigrant entrepreneurship in New York. Saeju reveals how Noom's holistic health approach transformed with the addition of human coaches and a focus on behavior change. He emphasizes the importance of perseverance, vulnerability in leadership, and the role of entrepreneurship in addressing societal issues.
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Humble South Korean Origins And First Business
- Saeju Jeong left electrical engineering school after failing to enter medical college and founded a heavy metal music distribution business at 19.
- The hobby business failed due to small TAM and lack of deeper purpose, prompting him to seek bigger opportunities in the U.S.
Choosing New York To Avoid Comfort Zones
- Saeju moved alone to New York City, struggling with language and isolation while intentionally avoiding large Korean enclaves.
- He rebuilt his network from scratch and used immigrant perspective to learn and gain opportunities.
Finding And Persuading A Technical Cofounder
- Saeju met cofounder Artem through a mutual alumni dinner and convinced him to leave Google after two years of persuasion.
- They lived and worked together in a Harlem apartment, funded by angel investors and family support.
