We didn't have an app initially due to resources and an early belief that we could be device agnostic by leveraging email

Also, why not pivot into the diet/accountability market? It seems a bit skeezy, but people might pay for it.

It's possible. One thing we looked at was working with personal trainers, or programs like weight watchers. Another variation was to use mechanical turk to 'guesstimate' calorie counts and charge as a premium service