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			   <h1>Exclusive: Weight Watchers’s big rebrand is a bid to win the Ozempic era</h1>
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				<p>Weight-loss giant Weight Watchers is relaunching itself for the Ozempic era. Six months after completing a <a href="https://www.fastcompany.com/91330139/ww-international-stock-tumbles-weightwatchers-files-chapter-11-bankruptcy-protection" target="_blank" rel="noreferrer noopener nofollow">Chapter 11 restructuring</a>, the company is rolling out a revamped app and digital platform, a reimagined digital coaching experience, and a new <a href="https://www.fastcompany.com/section/branding" target="_blank" rel="nofollow noopener" data-internallinksmanager029f6b8e52c="2" title="Branding">brand identity</a>.</p>



<p>It’s even bringing back its old, two-word name, Weight Watchers. (The company had changed its name to WW in 2018 and later styled itself WeightWatchers.)</p>



<p>Weight Watchers’ pitch: Any telehealth company can get you a GLP-1 prescription—including Weight Watchers itself—but Weight Watchers has unique programs to keep you healthy and on track. Those offerings include coaching, fitness classes, and a menopause-care program that launched in September with Queen Latifah as its spokesperson. </p>



<p>Weight Watchers has also created a new digital experience that will start rolling out globally on December 26. It includes an <a href="https://www.fastcompany.com/section/artificial-intelligence" target="_blank" rel="nofollow noopener" data-internallinksmanager029f6b8e52c="1" title="AI">AI</a> body scanning feature and what the company calls a Weight Health Score to help members reach a health goal beyond just shedding pounds.</p>



<p>“It’s always been obvious to us that we needed to show up differently as Weight Watchers in this next chapter, and that’s how we look, how we feel, how we speak, but also what we offer,” says Tara Comonte, who took over as CEO in September 2024. </p>



<p>Comonte, her senior leadership team, and the branding agency which created its new identity tell <em>Fast Company</em> exclusively: </p>



<ul class="wp-block-list">
<li>How new AI technology lets users focus on more than “a number on the scale”</li>



<li>What chief experience officer Julie Rice brought with her from SoulCycle that’s reimagining Weight Watchers’ coaching product</li>



<li>Why the cofounders of the creative agency Mrs&amp;Mr sought inspiration from Weight Watchers founder Jean Nidetch</li>



<li>What Comonte hopes the rebrand achieves across the company’s product offerings</li>
</ul>



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<figure class="wp-block-image size-large"><figcaption class="wp-element-caption">[Image: Weight Watchers]</figcaption></figure>



<h2 class="wp-block-heading" id="h-a-new-era-for-weight-watchers-nbsp">A new era for Weight Watchers </h2>



<p>Weight Watchers has had a tumultuous couple of years. As GLP-1s began upending the weight loss industry, former CEO Sima Sistani <a href="https://www.fastcompany.com/91176212/weightwatchers-in-the-ozempic-era" target="_blank" rel="nofollow noopener">pivoted the company</a> into telehealth and began offering GLP-1 prescriptions. </p>



<figure class="wp-block-image alignleft size-large"><figcaption class="wp-element-caption"><b>Tara Comonte</b> [Image: Weight Watchers]</figcaption></figure>



<p>Following its acquisition of digital health platform Sequence, Weight Watchers launched a service offering virtual access to physicians who can prescribe GLP-1s. Sistani also apologized for the company’s role in toxic diet culture. But Weight Watchers <a href="https://www.fastcompany.com/91208476/weightwatchers-compounded-weight-loss-drugs-bad-idea" target="_blank" rel="noreferrer noopener nofollow">struggled to find its footing</a> in a crowded telehealth market. With the stock trading at less than $1 a share last fall, Comonte was tapped to right the ship. (After serving as interim chief, she was appointed CEO in February 2025.)</p>



<p>Comonte, who previously served as CEO of fertility tech company TMRW Life Sciences, oversaw Weight Watchers’ restructuring. The company filed for Chapter 11 protection in May in a prepackaged deal with lenders that helped it reduce its $1.5 billion debt load by more than 70%. </p>



<p>Weight Watchers ended the third quarter of this year with 124,000 clinical subscribers, up 60% year over year. Clinical revenue grew 35% to $26 million. At the same time, the company recorded a 20% drop in subscribers to its traditional behavioral and coaching programs, from 3.6 million to 2.9 million people. Revenue for those programs dropped 16% to $145 million.</p>



<figure class="wp-block-image alignleft size-large"><figcaption class="wp-element-caption"><b>Julie Rice</b> [Image: Weight Watchers]</figcaption></figure>



<p>Alongside <a href="https://www.fastcompany.com/90837179/soulcycles-julie-rice-says-workaholism-nearly-ruined-her-marriage-and-was-even-worse-for-her-business-partnership" target="_blank" rel="nofollow noopener">SoulCycle cofounder Julie Rice,</a> who joined as Weight Watchers chief experience officer in August, Comonte is on mission to drive behavioral subscriptions by communicating Weight Watchers’ larger suite of solutions to consumers who are being bombarded with ads for weight loss medication. </p>



<p>Comonte wants to help members piece together a more personalized health journey and persuade GLP-1 users that there’s value in Weight Watchers’ expansive offerings. </p>



<p>“It’s been a siloed experience for members, which is often the case when companies make acquisitions. Things kind of get bolted on,” says Comonte. She describes the new member experience as “a very integrated one, where members can access the best of the tools and programming that Weight Watchers offers, whether it’s on medication, off medication, thinking about medication, perimenopausal, or menopausal.” </p>



<h2 class="wp-block-heading" id="h-ai-body-scans-and-weight-health-scores">AI body scans and Weight Health Scores</h2>



<p>Under the rebrand, the company’s dedicated GLP-1 medical program, formerly known as WeightWatchers Clinic, is now called Weight Watchers Med+ and comes with a built-in lifestyle program, GLP-1 Success. </p>



<p>The program provides access to coaches and virtual community groups. Members receive nutrition advice, strategies for managing the side effects of medication, and fitness plans to help build muscle even as they shed weight. (GLP-1 Success is also available as a standalone option.) </p>



<figure class="wp-block-image alignleft size-large"><figcaption class="wp-element-caption"><b>Kim Boyd</b> [Image: Weight Watchers]</figcaption></figure>



<p>Under the direction of Chief Medical Officer Kim Boyd, who joined the company in June, Weight Watchers is adding an AI-powered body scanning function to track changes in fat and muscle. </p>



<p>“We’ve partnered with a vendor that has really cool new technology that lets us not just look at the number on the scale, but get a much more robust picture,” Boyd says. “[We’re] thinking about body composition, lean muscle mass retention, which is really important in any weight loss journey, but especially when people are on GLP-1 medications.”</p>



<p>In addition, Weight Watchers is introducing something it calls Weight Health Score, which draws on body composition as well as things like nutrition, activity, and sleep, using data from connected fitness devices and health apps. (The company has expanded the devices and apps its software can connect with.) </p>



<p>This will give members a sense of their progress towards their health goals, along with actionable advice, like getting more sleep or eating certain foods during parts of the menstrual cycle.</p>



<p>“With the Weight Health Score, we’re pulling in all of this data from their wearables, from their tracking patterns, from their food choices, and putting it into one metric that lets people know how they are doing with the actions that they take,” Boyd says.</p>



<p>Members will also have access to virtual fitness classes through partnerships with Pvolve, a low-impact strength-training company, and the Lifted Method, a program that combines strength training and mindfulness practices.</p>



<p>On the digital platform, members will be able to select from three pathways. One, called All-In Mode, is designed to help members lose weight quickly. Lose Mode is most similar to Weight Watchers’ classic program and helps members develop habits that lead to consistent weight loss. Maintain Mode, helps veterans of the first two programs maintain their results and stay connected to other members and their coach. </p>



<figure class="wp-block-image size-large"><figcaption class="wp-element-caption">[Image: Weight Watchers]</figcaption></figure>



<h2 class="wp-block-heading" id="h-introducing-the-coach-creator">Introducing the Coach Creator</h2>



<p>Comonte says Weight Watchers is still committed to in-person meetings, which represent the majority of the 20,000 meetings a month that it runs. But the company is expanding its roster of digital programs and coaches. </p>



<p>“In many ways, the digital experience can be even more intimate,” says Rice, who oversees the company’s new community offerings. Taking inspiration from her experience scouting instructors at SoulCycle, Rice has identified younger, fresher, social media-savvy personalities to become what she terms Coach Creators for Weight Watchers.</p>



<p>Rice joined the company after Weight Watchers acquired Peoplehood, the community wellness platform that she cofounded with Elizabeth Cutler, her SoulCycle cofounder. Peoplehood launched in 2023 with the goal of providing group therapy sessions to help attendees get better at relationships, but soon pivoted to become a support group for users of GLP-1s.</p>



<figure class="wp-block-image size-large"><figcaption class="wp-element-caption">[Image: Weight Watchers]</figcaption></figure>



<p>Under Rice, Weight Watchers’ new coach-creators lead meetings, as well as offer tips, webinars, and lessons that users can access a la carte. They are also encouraged to post relatable content on social media.</p>



<p>One example of a coach-creator is Olivia Ward, who won the 11th season of <em>The Biggest Loser</em> reality TV series in 2011. Ward had been a Weight Watchers member on and off in the ’90s before going on the show. (Growing up, she had also watched her mother attend Weight Watchers meetings.)</p>



<p>The Atlanta-based Ward became a SoulCycle instructor before operating her own weight-loss coaching service with her sister. When Rice joined Weight Watchers, she brought both Ward and her sister on. Ward, who has been taking GLP-1 medication for the past three years, regularly <a href="https://www.instagram.com/theobird/?hl=en" target="_blank" rel="nofollow noopener">shares posts</a> about her life, outfits, and meal prep to her 28,000 followers on Instagram.</p>



<figure class="wp-block-image size-large"><figcaption class="wp-element-caption">[Image: Weight Watchers]</figcaption></figure>



<p>Ward says she’s ready to bring members into her life. “I don’t ever want a weigh-in in the bathroom, because that feels cliché to me. So I’m going to do group weigh-ins in my closet,” she says. “People are going to see my messy closet, all my stuff hanging out, and we’re going to take a moment to ground ourselves, get on the scale together, and then go into a group discussion.” </p>



<p> “The content that I’m hoping to create is something that feels useful, tangible, relatable, and honest,” Ward says.</p>



<figure class="wp-block-image size-large"><figcaption class="wp-element-caption">[Image: Weight Watchers]</figcaption></figure>



<h2 class="wp-block-heading" id="h-a-joyful-rebrand">A ‘joyful’ rebrand</h2>



<p>To refresh its visual identity, Weight Watchers tapped Kate and Daniel Wadia, cofounders of creative agency Mrs&amp;Mr.</p>



<p>They leaned into Weight Watchers’ traditional blue color in a bid to appeal to legacy members who may have felt whiplash from the recent series of rebrands. The agency also drew inspiration from the books and <a href="https://www.fastcompany.com/section/marketing" target="_blank" rel="nofollow noopener" data-internallinksmanager029f6b8e52c="7" title="Marketing">marketing</a> materials published by Jean Nidetch, the Queens housewife who founded Weight Watchers in 1963. “She was just a powerhouse,” Daniel Wadia says.</p>



<figure class="wp-block-image size-large"><figcaption class="wp-element-caption">[Image: Weight Watchers]</figcaption></figure>



<p>One of Mrs&amp;Mr’s big changes was reverting back to an upper-case font for the company. “Weight Watchers had migrated to a lower case font, over the years,” says Daniel. “We love the fact that the origins were in this really proud, slender, tall, unifying upper case font. The simplicity of it just really spoke to us.”</p>



<p>Central to the rebrand are campaigns focused on the success stories of existing members—a different approach from <a href="https://www.fastcompany.com/section/hiring" target="_blank" rel="nofollow noopener" data-internallinksmanager029f6b8e52c="5" title="Hiring">hiring</a> a <a href="https://www.fastcompany.com/91122890/oprah-winfrey-toxic-diet-culture-weightwatchers" target="_blank" rel="nofollow noopener">celebrity spokesperson like Oprah</a> to sell memberships.</p>



<p>The Wadias worked with photographer Cameron McNee to shoot existing members for its latest campaign. “The art direction is very editorial. It’s clean, it’s pared-back. We wanted to remove any distractions and place full focus on the members, so they could just shine,” Daniel says. The campaign also features stories of members on GLP-1s to reduce the stigma around taking medication.</p>



<p>“​​The brand feels joyful. I hope that people begin to feel more comfortable to say that they are on different types of weight loss journeys, because people are getting healthier and they should feel proud of it,” Daniel says.</p>



<figure class="wp-block-image size-large"><figcaption class="wp-element-caption">[Image: Weight Watchers]</figcaption></figure>



<h2 class="wp-block-heading" id="h-beyond-prescriptions">Beyond prescriptions</h2>



<p>Getting clinical members to take advantage of the company’s community and coaching offerings is one of the main goals of the rebrand, says Comonte. “While we have people cross-pollinating across all different parts of the [Weight Watchers] ecosystem, it’s not a huge number today. We’re looking to build it up,” she says.</p>



<p>Conveying the scope of this ecosystem is crucial to getting Med+ members to stick with Weight Watchers beyond prescriptions—and key to distinguishing the company from other telehealth providers, like Ro and Hims &amp; Hers. </p>



<p>“Weight Watchers has spent six-plus decades building unified programming and a unified platform that is wildly differentiated,” says Comonte. “This is not just another telehealth business, far from it.” </p>
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