Dec. 15, 2014 – Weight Watchers has introduced an entirely new offering – Weight Watchers Personal Coaching – as well as a revamped digital Essentials offering, that includes on-demand 24/7 Expert Chat with company-certified Coaches.
According to management: “For the first time, our members can access a dedicated Weight Watchers-certified Coach who can provide one-on-one support that is tailored to the member’s lifestyle and schedule,” said Lesya Lysyj, President of North America, Weight Watchers. The coaching service includes:
* An initial assessment so the Coach can learn more about the member’s lifestyle.
* An initial a phone call with a Coach at a time that works for the member to talk about what they hope to achieve and to work with the Coach on a customized action plan with goals for the week.
* Unlimited access to a Coach via phone and email as well as text message encouragement and reminders unique to their action plan.
Essentials is a new offering for subscribers following the plan entirely online. Customers will have access to on-demand support through 24/7 Expert Chat.
A variety of pricing and plans are offered: $19.95/mo., $44.95, $54.95 and $69.95.
New TV Ad
WTW has also launched a new TV commercial. The first spot, which began airing on Nov. 30 – illustrates one of the hard parts of losing weight: To the tune of “If You’re Happy and You Know It,” the spot explores many situations where we eat out of habit, but not from hunger. We eat because we’re happy, sad, bored, tired, or stressed – among a slew of other triggers – which makes managing weight more challenging.
Marketdata Commentary:
We applaud the company for making its program available to consumers on their schedule via the personal coaching. However, we think that the consumer is going to think that services are a little pricey. When you start getting into the $40-50/month range, you’re going to see some pushback and resistance. In addition, the basic program has not changed–still no special programs for postmenopausal weight gain, for overweight Black & Hispanic clients, those with food allergies, for overweight adolescents, diabetics, seniors, men, etc. This is just a change in the delivery method–not a customization of the program itself to appeal to different types of dieters.