CASE STUDY
MYFITNESSPAL AND CITRIN COOPERMAN TM
SETTING THE STANDARD FOR BUSINESS RELATIONSHIPS MyFitnessPal provides powerful tools that make it easier for everyone to live a healthier life by tracking meals and physical activity. MyFitnessPal is one of the best health and wellness apps, helping nearly 1 million users reach their nutrition and fitness goals every year. Members use it to log food, hydration, weight, and exercise so they can better understand their habits and reach their goals, and take advantage of the app’s food database that contains over 18 million foods. MyFitnessPal was a finalist for Mogul’s “Top 100 Workplaces with the Best D&I Initiatives” in 2021 and included in Mogul’s “Top 100 Workplaces for Diverse Representation” in 2022.
Business Profile • • • • •
Founded in 2005 #1 global food tracking and nutrition app 150+ employees Headquartered in Austin, Texas National Presence
DEVELOPING A WELL-ROUNDED ACCOUNTING AND TAX TEAM CONFIDENT. QUIET. TRUSTWORTHY. This is how Mike Williams, controller, describes his accounting department at MyFitnessPalTM, the #1 global food tracking and nutrition app. Mike’s team includes specialists in Citrin Cooperman’s State and Local Tax (SALT) Practice.
How did Citrin Cooperman become an extension of MyFitnessPal’s accounting team? Several years ago, Mike was part of a 160+ person accounting department for a large company that Citrin Cooperman helped with a Nexus Study and subsequent Voluntary Disclosure Agreements for. “I was working with some of the smartest tax people I’ve ever met,” Mike recalls. When this company sold MyFitnessPal in 2020, Mike was the accounting lead for the divestiture and became controller of the now private-equity-backed MyFitnessPal. “My entire world flipped upside down,” Mike recalls. He went from working with a 160+ person accounting team with a dedicated in-house tax department to leading a team of three. “When I realized I had no in-house tax specialist, the team at Citrin Cooperman were the first people I thought of,” says Mike.
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THE UNSEEN CHALLENGES OF INDIRECT TAXES While adjusting to his new role, Mike worked with Citrin Cooperman’s sales and use tax specialists to tackle the new potential indirect tax challenges the software company was facing.
CHALLENGE 1: SALES TAX ON INTANGIBLES – SAAS
“We had to determine how these intermediaries would affect the sale,” states Mike.
Citrin Cooperman’s team got straight to work, identifying the areas where MyFitnessPal could have indirect tax liabilities..
Companies like Apple sometimes charge and remit sales tax on a mobile app’s behalf, but every carrier is different.
Since not all states charge sales tax on SaaS (software- as-a-service), worked with MyFitnessPal to ensure they were covered in all the areas related to sales taxes.
When dealing with some of the smaller marketplaces or with direct sales, MyFitnessPal is responsible for having processes in place to ensure the company stays compliant.
CHALLENGE 2: THIRD-PARTY DELIVERY CHANNELS
Citrin Cooperman’s team put proper protocols and procedures in place for each carrier, and they are now running like a well-oiled machine.
As with most apps, many of MyFitnessPal’s sales are through third-party app stores like Apple iTunes and Google Play. This adds another layer of complexity to sales tax liability.
Many companies don’t consider tax when they think about intangibles like software.
Citrin Cooperman and MyFitnessPal Client Testimonial 3
CHALLENGE 3: NEW REMOTE WORK POLICY - IMPACTS ON NEXUS MyFitnessPal had sales across the U.S., but only had employee presence in a few states, including California and Texas. After the transition of ownership in 2020, MyFitnessPal moved to a “remote is equal” employment policy, which Mike knew would impact their tax liability. “I thought to myself, ‘I better call Citrin Cooperman,’” he explains. Citrin Cooperman helped Mike’s team make strategic decisions about how to open up the company to remote workers across the nation, including in view of the Wayfair Case of 2018. “This was a great decision as it allowed us time to figure out how hires in these states will impact us on the back end,” Mike explains. “Today, we are happy that we can hire in almost any state.”
WHAT IS WAYFAIR? South Dakota v. Wayfair, Inc., 585 U.S. (2018), was a United States Supreme Court case that held by a 5–4 majority that states can compel out-of-state sellers (remote sellers) to collect sales tax even if they do not have a physical presence in the taxing state.
I cannot possibly keep up with all 50 states’ sales and indirect taxes criteria,” Mike says. “That’s why we keep Citrin Cooperman by our side.”
CHALLENGE 4: NEW REMOTE WORK POLICY - USE TAX SELF-ASSESSMENT Once MyFitnessPal expanded its presence to having employees based in more than 30 states, it was time to adjust the company’s use tax reporting process. The company changed its self-assessment process. As a result, certain items that were previously taxable before the company was fully-remotefully remote, were no longer subject to use tax when allocated to certain other states where remote employees worked. Mike was pleased, “This actually saved us money.”
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“Our execs don’t want to spend a lot of time thinking about our tax landscape - it just needs to happen and happen quietly so they can focus on the product and the market.” - -Mike Williams, Controller, MyFitnessPal
MAINTAINING A TRUSTWORTHY ACCOUNTING DEPARTMENT Mike likes to keep his accounting department quiet, dependable, and trustworthy. “Our CEO doesn’t want to think about accounting and taxes, and she doesn’t have to because it’s taken care of,” he explains. Without anyone in-house with a tax background, Mike considers Citrin Cooperman a crucial part of keeping his accounting department reliable. He knows the strong accounting professionals at Citrin Cooperman take a confident “we will figure this out” approach to every issue. And just like an internal team member, there’s no rigidity to the relationship; Mike can reach out whenever something comes up. He explains that all SALT issues are tracked in a shared spreadsheet, and at this point, that spreadsheet is pretty dry, to the delight of both Mike and his team. “We’re on the straight and narrow,” Mike states proudly. But the main impact on the company outside the accounting department is comfort. “Our execs don’t want to spend a lot of time thinking about our tax landscape – it just needs to happen and happen quietly so they can focus on the product and the market.”
Do you need niche expertise on indirect tax topics? Find out what a relationship with Citrin Cooperman’s dedicated State and Local Tax (SALT) Practice can do for your business.
Citrin Cooperman and MyFitnessPal Client Testimonial 5
ACCOUNTING | TAX | ADVISORY citrincooperman.com | info@ citrincooperman.com
“Citrin Cooperman” is the brand name under which Citrin Cooperman & Company, LLP and Citrin Cooperman Advisors LLC and its subsidiaries provide professional services. Citrin Cooperman & Company, LLP and Citrin Cooperman Advisors LLC (and its subsidiaries) practice as an alternative practice structure in accordance with the AICPA Code of Professional Conduct and applicable law, regulations, and professional standards. Citrin Cooperman & Company, LLP is a licensed independent CPA firm that provides audit and attest services to its clients. Citrin Cooperman Advisors LLC and its subsidiary entities provide tax, advisory, and consulting services to their clients. Citrin Cooperman Advisors LLC and its subsidiary entities are not licensed CPA firms and, therefore, cannot provide attest services. Published 2025.