To reflect its focus on overall health and wellness, Weight Watchers International has announced that it will rename itself WW, broadening the role it plays in helping people live healthier lives. A new tagline, “Wellness that Works,” will be used globally to echo the company’s heritage and overall approach to health and wellbeing.
“We are committed to always being the best weight management program on the planet, but now we’re putting our decades of knowledge and expertise in behavioral science to work for an even greater mission,” says Mindy Grossman, President and CEO. “We are becoming the world’s partner in wellness. No matter what your goal is—to lose weight, eat healthier, move more, develop a positive mind-set, or all of the above—we will deliver science-based solutions that fit into people’s lives. This is just the beginning of our journey to become the world’s partner in wellness, and I am inspired by the potential for our impact.”
Business magnate Oprah Winfrey adds, “From the moment I chose to invest in the company and join the board, I have believed that the role WW can play in people’s lives goes far beyond a number on the scale. As Weight Watchers becomes WW, I believe we will continue to inspire people not only to eat well, but to move more, connect with others, and continue to experience the joys of a healthy life.”
Along with its name change, the company is evolving the ways it is integrated in people’s lives. It has made several enhancements to the digital experience, from partnerships in voice activation to tools focused on activity tracking and community building. The WW application will be updated on October 4 to reflect the new brand identity.
It will also include the following phased launches:
- WellnessWins, a program that rewards members for small, everyday behaviors that are proven to lead to healthier habits
Members will earn “Wins” for tracking meals, activity, and weight, and for attending WW Wellness Workshops. Wins can be redeemed for exclusive products, services, and experiences designed to inspire members on their wellness journeys. Results from a pilot program showed increased engagement, satisfaction, and retention.
- A partnership with Headspace to help develop customized content for WW members
An initial pilot showed a positive response. Content from Headspace will launch initially in English as part of the WW member experience and will later be offered in German and French, marking the first time that Headspace has created content in a language other than English.
- FitPoints, a system to encourage activity choices based on what will have the greatest impact on an individual’s health and wellness.
This system will be personalized to each individual within the WW app based on height, weight, age, and sex. Members will know exactly how many calories each activity burns. The system’s algorithm will encourage members to include high intensity and strength training in their activity plans, though members will earn points for many types of exercise.
- Connect Groups, a way to strengthen WW’s community and help foster relationships that inspire healthy habits
Connect Groups will help people find other members like them based on foods they like to eat, what stage of life they’re in, where they’re at in their wellness journeys, what activities they like to engage in, and what hobbies they have.
- Voice integration with Amazon Alexa and Google Assistant
Voice integration will enable members to look up SmartPoints values for their food, get updates on their progress on their daily SmartPoints, track the foods they eat, and add SmartPoints to their trackers.
Gail Tifford, Chief Brand Officer for WW, says, “We will communicate the new articulation of the brand in many ways, one of the most important being our visual identity. We listened to both our current and prospective members and created a new look and feel that is bold, strong, and modern. It expresses the role we want to play in people’s lives in becoming the world’s partner in wellness.”