WW is “moving beyond weight” to focus on “wellness,” the company said in its announcement.
WW’s new tagline? = “Wellness that Works.”
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The tagline is bolstered by several changes to the business. For starters, members don’t need to have a weight-loss target when signing up. And WW’s app will be updated next month, letting users track their meals and connect with people that like to stay active the same way they do. Headspace, the meditation-focused app, is also partnering with WW on new content.
WW’s move away from dieting aims to keep its Oprah momentum going strong.
Winfrey pushed Weight Watchers as a way to “get about the business of enjoying a fantastic and full life,” as she put it in one of her ads. The media mogul noted that she lost 26 pounds on the “genius” program, despite eating bread “every single day.”
The company did not say whether Winfrey will be part of its rebranding ad campaign.