Weight Watchers Hopes New Strategy Will Help It Gain Members And Revenue

The 52-year-old Weight Watchers diet company, which has experienced a steady slide in members, sales, and stock price, has figured out that though middle-aged women want to lose weight, they want to do it by lifestyle change, rather than deprivation. So, with Oprah Winfrey’s money and advice, that is what the company is now providing. Instead of a diet plan, Weight Watchers has launched “Beyond the Scale,” a program offering revamped food guidelines, a focus on fitness, and motivational tools to “find and fuel inner strength.” The new program has worked so far for Oprah, who has lost 20 pounds since her $43 million investment. The company hopes it works for itself, too, but in reverse. It needs to gain back the 1.4 million members – and several billion dollars in revenue – lost since 2013.