Why Is Weight Watchers Out Of Balance?
Mike Raleigh
President at Digital Surgeons | Founder of Graymatter | Team Leader | Swiss Army Knife
"The Rebranding was a colossal flop" says just about everyone with a comfy Monday morning quarterback chair.
To be honest I think that's just the most convenient, and high profile thing, to point a finger at. Was anyone really confused as to who they were when they abbreviated their name to WW? Did they not have pretty ENORMOUS brand awareness then and still enjoy it now? Whether it was the best decision remains debatable but it's not the sole cause of their current woes.
So if not the branding by itself, then what is causing them to slip? And why did Oprah reportedly reduce her stake in the company? And why are sales down so dramatically?
Two Problems and Lifeline
Problem #1: Choices
There are a lot of free or less expensive options out there if you're looking to lose weight (note to self: find a weight loss program and drop 20 lbs). Seriously there are a lot and many of them have apps, cool technology, online support groups etc. So why should you join and pay for Weight Watchers?
Problem #2: Diet du Jour
Paleo, Keto, Mediterranean, and the list goes on and one. There are many fads and lots of "experts" and influencers making noise about the one that has changed their lives. How do you choose what plan to follow when it'll surely be different next week? Ever hear of the South Beach or Atkins Diets? Come and gone (or still hanging in by a thread).
The Lifeline: In-person, Community-level Support Networks
I'm no dieter (please don't snicker) but for people of all ages, peer pressure is real. I'm not trying to cause flashbacks to your youth. I mean the positive kind of peer pressure. The kind that works when you train as a team or a group. The kind that when you don't show up, your phone explodes with peers wondering where you were and why you didn't participate. This kind of mutual support network is the stuff that makes teams of all sorts function and thrive. You know, All for one and one for all!
Well Weight Watchers has this potential strength through their locations and workshops. Some members swear by its impact. Why do you suppose group training is such a big deal these days? These workshops create accountability and, as relationships form, group strength. These locations and in-person workshops represent a key differentiator from most of the diet plan options out there.
But To be honest, they don't go nearly far enough pushing the benefits of their locations as a local center of gravity for people looking to get healthy. They should be community hubs if done well.
They've got good inspiration on their website in their Daily Feed section where they categorize content into these groups:
- Recipes
- Eat Better
- Move More
- Live Well
Imagine if they localized all of these things to the climate, season and general realities that their customers surrounding their studios were experiencing. Further, what if they made recommendations about all of the options to Move More in their areas like dog parks, walking trails, beach yoga classes etc.?
What about in their Eat Well section where they give lots of tips and tricks. How about providing guides to local eateries that are plan friendly?
Their Live Well section handles big topics like handling stress and getting quality sleep but how about providing local resources for getting help with these types of things like surfacing spas, sleep clinics, meditation facilities, yoga classes.
There are so many ways that they could localize their content and add everyday value to their members in the community. Scaling these solutions is also more readily possible now than at any time prior through Local Content Optimization (LCO).
This method has been used to help AARP deliver a true community impact each day to its 38 million members in every city and town across the US. That's over 29,000!
It's helped an outdoor trade association scale a total outdoor life presence in all communities across the US, inspiring water-sports, fishing, camping, hunting and more.
It's helped travel brands make local recommendations and deliver arrival guides for travelers from out of town.
No matter what, the weight-loss or healthy living business is a hyper-competitive market with many diet approaches, brand choices, and cheaper options. But what helps Weight Watchers stand apart is their studio locations, workshops and the people that currently depend on those to help them realize the health benefits.
Maybe it's time to double down on those cities and towns and really crank up the daily value that's delivered to members current and future!
#weightwatchers #dieting #innovateordie #subscriptioneconomy #healthandwellness #heathandfitness
Mike Raleigh is the Vice President of Growth at AmericanTowns Media in Westport, CT
AmericanTowns Media is an organization that provides local solutions to brands looking to achieve the scale of national reach and the impact of community level engagement through their LEXE™ technology platform.
Mike, I love what you are asserting here. I have not followed WW for some time, but years ago worked on the brand at Y&R and also watched my sister lose 140 lbs through WW. I completely agree, WW has never fully leveraged their powerful communities: local retail, online, nor resounding endorsements from nutritionists/medical field ("it's the only one that works" I heard time and again). I watched my sister reach goal wait 1.5 pounds a week for over a year, and you should have seen outpouring of deep, heartfelt support and championing, both online and at meetings. Online-only members could surely also benefit from local content, partnerships, and making community connections. Yet, WW seemed only interested in tinkering with their plans (irritating and confusing their communities each time), and membership drives and cost structures. So much unmined gold there.