When modernising, too many brands go too far. They discard the very “stuff” that’s made them, “them,” sparking commentary in the short term but losing out in the long term.
WeightWatchers, or WW, can’t be accused of forgetting where it came from. Despite a few updates along the way and a confusing overhaul, the 60-year-old brand has retained its singular mission and point of view, but it’s also remained stuck in the past. This stubbornness — rigidity, even, goes a long way toward explaining why the weight-loss program filed for Chapter 11 bankruptcy at the beginning of May.
Some will point to GLP-1 drugs as the reason, in a desperate (but also foolhardy) move to suggest that consumers don’t need or want WW when meds are an option.
Others will point to the 2018 rebrand as a (failed) effort to turn over a new leaf for a new era. Hindsight shows that the spray-and-pray strategy wasn’t driven by a deep commitment to better serve its audience — nor by the pressing need to reinvent the brand for modern lifestyles. By trying to appeal to the expanded world and definition of wellness, WW ended up paying lip service to a broad church through conflicting propositions, complicated ads, mixed messaging and an unrelatable ambassador for the typical member in Kate Hudson. Further eroding the member loyalty. It’s fair to say “Wellness that Works” didn’t work.
The truth is that a steep membership decline forced the brand’s hand; a decline that has only continued. WW reported 3.3 million global subscribers as of Q4 2024, down from 4.5 million in 2018.
The good news? The writing isn’t on the wall (yet). Although WW must still secure its financial security, there’s a need for a meaningful modernisation, a rebrand that clarifies the unique value of WW in an era defined by weight loss medication. Fail and it risks falling into obscurity like Kodak or Blockbuster — once-celebrated brands consigned to the history books because of their failure to adjust.
Getting real about WW’s role in our new world
Seemingly overnight, semaglutide shots (anti-diabetic medication used for long-term weight management, also known as GLP-1 drugs) became the talk of the pound-shedding town. What started as a one-horse race quickly became a crowded field. Novo Nordisk’s Ozempic was joined by Wegovy and Eli Lilly’s Mounjaro, and TikTok was awash with Ozempic Face.
In truth, however, GLP-1 drugs aren’t as new as they seem. The first of its kind was approved by the FDA back in 2005, 10 years prior to the brand’s Oprah Winfrey glory days. Which raises a good question; namely, that had the company had its finger on the pulse of where nutrition and weight-loss were headed, it could have been at the forefront of this shift. Just imagine if it had leveraged its ambassador’s usage of semaglutide instead of losing her from the board.
That aside, WW can no longer disassociate from weight-loss drugs. Instead of viewing GLP-1 drugs as the enemy, WW should cast them as an ally because these drugs aren’t miracle cures.
As triple-board-certified endocrinologist and obesity specialist Dr. Rocio Salas-Whalen explains, obesity and weight gain are multifactorial, and GLP-1s can only tackle one piece of the puzzle. Food intake and lifestyle choices are undeniably important, but there are four other factors to contend with — including genetics, hormones, environment and ageing. The Ozempics of the world can’t influence the other factors, but WW can and should.
By adopting a more holistic approach to sustained, longer-term weight loss, WW can instantly differentiate itself from its prescription competitors and the DTC players such as Hims and Ro. Reemerging as an expert on how the aforementioned factors intersect, and pairing this advice with credible medical partnerships, would cement the brand’s status as both ally and subject authority.
Products and services that count
Meaningfully realising this new role in society and bridging the gap to its modern counterparts also depends on the brand’s ability to connect with its audience through relevant services and in appropriate environments.
To develop a seamless ecosystem of products and resources that’s wrapped up in a motivating experience, internal teams will need high-order, inspiring brand principles driving a data-led approach. This, combined with a healthy dose of ethnographic insight, should lead to personalised plans, professional partnerships and integrated support that will effectively help people to understand and improve the health halo that surrounds long-term, sustainable weight loss.
Consequently, embracing technology is non-negotiable, but not exclusively. Considering Gen Z’s desire for IRL connectivity, WW should explore how its antiquated in-person meetings can evolve and bridge with the digital ecosystem to create fourth spaces. After all, a user-centric UX that blends the best of both will be critical to engaging and retaining new members.
Going back to its (brand) roots
Perhaps the most important consideration in WW’s reinvention is the reinterpretation of its original reason for being. The brand’s founder, Jean Nidtech, didn’t want to line her pockets; she wanted to connect with others facing a similar challenge, individuals within a close proximity with a shared goal.
Community is WW’s genesis and legacy and in the age of Ozempic — where GLP-1 drugs are forcing people to navigate all kinds of emotions and judgment, ranging from liberation and empowerment to shame and cheating — community seems just as important today as it was in 1963.
In fact, community is deeply sought after across the board. To compete in today’s saturated landscape, brands are clamouring to build authentic, rich communities in an effort to deepen loyalty and provide a sense of belonging. Just look at the likes of Sephora, Nike, and Lego.
So, as WW looks to modernise, instead of walking away from this founding truth that other brands are desperate to create, it needs to double down on it if it wants next year’s headlines to wax lyrical about the brand’s relevant reinterpretation.
Stefanie Gilmore is the head of strategy for North America at Design Bridge and Partners.
(Except for the headline, this story has not been edited by PostX News and is published from a syndicated feed.)
