Why WeightWatchers, Created in 1963, Still Works for 2023

According to the Society for Personality and Social Psychology, 41% of Americans make New Year’s resolutions. Unsurprisingly, perhaps, losing weight usually tops the list. So it's little surprise that January and February are heady months for WeightWatchers, also known as WW. “It’s a fresh start to the year. People start to think about their goals in life,” global CMO Amanda Tolleson told Adweek. “Our peak season is definitely post-Christmas through Q1.” But this is also peak season for all competitors of WW. And there are many of them: gyms, home exercise equipment makers, diet shakes, meal delivery services and so on. WW is one star in a constellation of weight loss brands that make up a $3.8 billion industry in this country, according to industry market research firm IBISWorld. That means WW’s brand stems not just from its success rate, but how it differs from rivals. The former is solid. According to a 2017 study published in British medical journal The Lancet, 57% of people on the WW program lost weight compared to 42% who tried other plans. Which brings us to differentiation. In contrast to many weight loss products that center only on dieting—or expect people to substitute protein shakes for meals—WW not only incorporates exercise but also positions itself as a community. Surrounding its customized points system that governs daily food intake, the company holds workshops (in person and virtual) led by a coach where members share tips and support one another. If that approach doesn’t sound especially surprising in today’s oversharing world, consider that it was first developed 60 years ago. In 1961, Jean Nidetch was a 214-pound housewife who ate cookies in secret by the light of an open refrigerator. When a friend mistook her for being pregnant, Nidetch motivated herself to drop 72 pounds. Soon, other women were gathering in Nidetch’s Queens, N.Y., apartment to learn her tips—a model that, in 1963, became WeightWatchers. A true lifestyle brand, WW is now a diversified colossus that includes 3,000 studio locations holding 14,000 weekly workshops, more than 12,000 recipes (both online and in cookbooks) and ready-to-eat packaged meals. The brand also enjoyed a bit of celebrity sparkle in 2017 when DJ Khaled joined up and dropped 43 pounds. “Thank you @ww for changing my life!” Khaled told his 32 million Instagram followers at the time. No doubt WW’s enduring relevance rests in part on extra poundage carrying less of a stigma than it did in the 1960s when amphetamines passed as a weight loss solution. As recently as 2018, WW has attempted to distance itself from the word “weight,” saying instead that WW stands for “wellness that works.” But the new name never quite picked up among consumers who still referred to it as WeightWatchers. Today, however, Tolleson embraces the W-word without hesitation, saying Nidetch’s pioneering approach remains a durable template for the brand’s future. “While the culture around us has shifted,” she said, “the core of the brand [remains] focused on providing a community that is supportive and positive and understanding.” Which is a good thing since, according to research from the University of Scranton, only 8% of those who make New Year’s resolutions will still be sticking with them come the second week of February. Drop Your Bags WW might lead the pack of weight loss programs (at least in U.S. News & World Report's rankings), but intensified competition in the sector has nibbled at its financials. Subscription revenues fell by $123 million between 2021 and 2022 while net income dipped from $75 million to $66.9 million. But the company is aiming to turn a few heads—and sign new members—with a campaign that debuted before Christmas. Titled “Return to Feeling Good,” it features a woman dropping a huge shopping bag onto a returns counter, asking if she can trade in “all this negative self-talk” about her weight. The idea, Tolleson said, is to emphasize the encouragement WW members enjoy. “You can be on a weight loss journey and love food,” she said. “I want our target consumer to feel seen and celebrated and inspired.” Food for Thought Best known for its points budget that gives members a customized template for daily eating, WW is also a diversified company that holds workshops and sells products, including a branded food line (above). Though some weight loss programs preach that food is a temptation to be avoided, WW encourages members to love food (r.) but be thoughtful about what’s on their plates. People Watching WW's business of motivation works in part by offering role models to members, an approach that began with Nidetch herself (l.). Oprah Winfrey (center) joined in 2015, leading an online motivational meeting last year. DJ Khaled (r.) joined in 2017 and became WW’s social media ambassador the following year.

Perspective

Why a 1960s Housewife's Idea for Weight Loss Still Works

Founded 60 years ago, WW—also known as WeightWatchers—remains applicable for 2023 resolutions

Robert Klara

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Robert Klara