Weight Watchers is changing its name to WW

Weight Watchers rebrands itself as WW

Weight Watchers rebrands itself as WW

Miss America has dropped its swimsuit competition, the Boy Scouts are ushering in a more gender-neutral new name change, and now comes word that Weight Watchers is no more - under that name, anyway.

"We're putting our decades of knowledge and expertise in behavioral science to work for an even greater mission", Mindy Grossman, the company's president and chief executive said.

"S$3 ocial media campaigns such as the #iweigh hashtag have become popular", notes the BBC, adding, "The campaign, started by "The Good Place" star Jameela Jamil, encourages others to look beyond their weight, and instead to count other "measurements" in their life such as your "three best friends" or your 'one loving sister.' The iweigh Instagram account now has 153,000 followers". "The idea is to inspire people to be more motivated and stay committed for longer".

The former weight loss go-to destination now wants to recast itself as a "technology experience company" known as "WW".

A new rewards scheme will also enable subscribers to win fitness lessons, healthy foods, concerts or a WW cruise, which will launch in Europe next year.

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Oprah Winfrey, who is a member of the company's board and owns a more than 8% stake, echoed those comments.

Grossman said the rebrand includes a relaunch of its mobile app and a partnership with a meditation company called Headspace.

Winfrey's patronage has helped the company bounce back with more than two years of sales growth under its belt.

Oprah stake in Weight Watchers has doubled to almost $92 million from $43 million.

Grossman says she is achieving her aim of broadening the appeal of Weight Watchers, beyond its heartland of 35-plus women. "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". But the stock is still up almost 60% this year and has surged more than tenfold since Winfrey first bought her stake in the company almost three years ago.

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