From weight-loss to healthcare company — a new strategy for Weight Watchers

摘要

A year of spectacular growth in 2011 driven by the introduction of its new Points Plus programme was followed by a sluggish performance in 2012 from Weight Watchers International. Now the company is trying to reignite growth by redefining itself as ahealthcare business. "We're viewing ourselves more as a healthcare company," David Kirchhoff, chief executive officer of the $1.8 billion (EUR 1.4 billion) annual sales company, said at a recent advertising conference. "We have to be in a position wherewe are helping people establish skills forever that allow them to start living in a consistently healthier way, with the outstanding byproduct of being able to put on a smaller pair of jeans."