Ahead of a new year and an upcoming brand refresh, WeightWatchers is launching a new program that includes insurance-covered access to registered dietitians, an AI-powered food scanner to track points instantly and over 150 ZeroPoint foods, including potatoes.

The weight loss program pioneer, one of the first to embrace weight loss medications, announced the departure of CEO Sima Sistani in September and lowered its full-year outlook.

The new offerings arrive as WeightWatchers lays the groundwork to become the ultimate ecosystem with behavioral and nutritional aspects designed to support members both on weight loss medication and as they transition off.

Despite the booming business of GLP-1s, WeightWatchers has faced challenges, partly due to increased competition, medication shortages and insurance coverage issues preventing consumers from accessing medication.

The competition is heating up, as Noom just announced its adding $29 oral weight loss medication for its members and smart home fitness brand Echelon enters the GLP-1 race.

Interim CEO and president Tara Comonte told investors last month that over the last six months, approximately 45% of WeightWatchers clinic members eligible for (and prescribed) a GLP-1 by their clinician have been denied coverage by their insurance — leading to over half of current members expressing interest in compounded GLP-1s, which the company began to offer this fall.

The storied weight management company is also bullish on B2B partnerships, as Comonte noted she predicts it will be “increasingly hard” for employers not to offer weight loss medication coverage.

As for its new program, WeightWatchers chief nutrition officer Dr. Michelle Cardel said it will deliver greater freedom and flexibility. Other features include an AI-powered recipe importer that calculates points and detailed macronutrient insight. 

“Our millions of members now have access to registered dietitians who can craft personalized meal plans and set tailored macronutrient targets – viewable right in the app – to align with their unique health goals, such as increased muscle mass,” Dr. Cardel said. “Coupled with over 350 ZeroPoint Foods that encourage healthier choices and accessible options, this program truly offers something for everyone.”

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As 2025 approaches and many Americans set intentions and resolutions for the new year, their weight is undeniably on their minds, according to Hims & Hers. 

While this may not seem like a stunning revelation—especially since a new year often prompts consumers to head to the gym and/or fill their grocery carts with healthier options, at least for a few weeks—a new report from the health and wellness platform highlights just how significant the issue of weight is for Americans.

The report, The Shape of America, is based on an online survey of 5,000 respondents aged 18 and older and demonstrates how the desire for weight loss has permeated all aspects of life, from household economics to self-worth.

Underscoring that weight is indeed a top concern for Americans, Hims & Hers reveals that 75% of Americans think about their weight every day, with 14% admitting it is a constant concern. 

Other findings from the report reveal that 85% of Americans believe at least one major area of their life would improve if they lost weight, while 83% acknowledge they are not at their desired weight. Over half (59%) agree or somewhat agree that their entire life would improve with weight loss, and 54% say their mood fluctuates based on the number on the scale.

On average, Americans would like to lose 42 pounds, and 77% are open to trying a weight loss method they haven’t yet explored. The desire to lose weight also has an economic impact: 81% of Americans say they would save money on household expenses if they lost weight.

The report also explores the connection between mental health and excess weight, revealing that 85% of individuals with obesity say their weight has negatively impacted their daily lives, making them more likely to skip work or withdraw from activities and goals.

Hims & Hers’ findings contrast with the body positivity movement (a point it acknowledges) and show that Gen Z survey participants report experiencing more body stigma, shame and trauma than older generations. Over half (54%) of Gen Z respondents admit to feeling, or having felt, inferior to others because of their weight.

The statistics from the Gen Z cohort could help explain why young consumers are seemingly more invested in health, fitness and wellness than older generations.  

Weight Loss Medication Market Continues to Surge

The results of the report stand out against the backdrop of rising weight loss medications—industry-disrupting drugs that are helping Americans to slim down, despite their often high costs.

It’s an area that Hims & Hers is now invested in, having ventured into the weight loss medication arena this year with compounded GLP-1 injections and weight loss pills. Last month, the platform issued a white paper demonstrating that its program has been successful, with 87% of its customers working toward, nearing or have already met their weight loss goal. 

It’s undoubtedly been a money-maker for Hims & Hers, as well. The company revealed in May that its weight loss offering is tracking to surpass $100 million in revenue by the end of 2025 and is growing faster than any specialty in its history. For the third quarter of 2024, Hims & Hers reported revenue of $401.6 million, a remarkable 77% increase year-over-year, and revealed that its subscriber base grew to 2 million, marking a 44% rise.

Impressive numbers, considering that access to branded GLP-1 medications (such as Ozempic) remains a struggle for many Americans due to shortages, particularly in states where obesity rates are higher. That’s a secondary area Hims & Hers is trying to correct, having introduced a GLP-1 Supply Tracker for individuals to share their experience and provide a clear picture to the Food and Drug Administration of the demand for the popular medications. 

“Our customers have demonstrated a clear gap in supply and demand, so we’re making it easy for everyone to share their experience and be a part of advocating for better access to the medications they need,” Hims & Hers CEO and co-founder Andrew Dudum said. “Part of our responsibility to the millions of customers who trust us with their healthcare is to understand the scale of the challenges they face and use our platform to combat them.”

More recently, Hims & Hers launched high-protein meal replacement bars and shakes for customers either on GLP-1 medications or looking to manage their weight. 

Experts agree that relying solely on weight loss medication without correcting lifestyle habits may limit success long-term, opening the door for fitness and wellness companies to meet new needs. In the meantime, leading brands such as Life Time, Xponential’s Lindora, Equinox, Noom and Echelon are gearing up, as JP Morgan projects that around 9% of the U.S. population (30 million) will eventually become a GLP-1 user in just six short years.

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The American Council on Exercise (ACE) has launched a new, interactive course in the era of weight loss medications: Leveraging Anti-Obesity Medications for Optimal Client Outcomes.

The new educational offering ($59) gives health and fitness professionals the unique skills needed to support personal training and health coaching clients using popular weight loss drugs such as Ozempic and Wegovy. 

The course also offers personal trainers a competitive edge ahead of New Year’s resolutions, where an influx of motivated consumers are eager for expert guidance to meet their goals.

Co-designed by ACE, Renee J. Rogers, PhD, FACSM and Mike Hansen, a certified personal trainer and industry writer specializing in anti-obesity medications, ACE’s new program features video content and hands-on activities. 

Participants will discover the physiological effects and challenges clients may face while taking the popular drugs and learn the best practices for developing personalized fitness programs for long-term success. Upon completing the program, ACE says participants will be equipped to understand prescription guidelines and explain the effects of weight-loss medications on body composition.

“As anti-obesity medications become more prevalent, the health and fitness industry must adapt to meet the unique needs of clients using these treatments,” ACE CEO and president Cedric X. Bryant, PhD, FACSM, said. “Health and exercise professionals need to be well-versed not only in the physiological effects of these medications but also in addressing the challenges, biases and stigma that clients may face. This course bridges that gap, empowering professionals to deliver inclusive, informed, and impactful support.” 

Although roughly 12% of Americans have used GLP-1s at some point (and 6% are current users), the numbers are likely to grow. One 2023 survey found that nearly 90% of healthcare providers reported an increase in patients requesting prescription weight loss medications. 

The blockbuster drugs have slimmed consumers down, but experts agree that weight loss medication users should commit to building long-lasting healthy habits and building strength. This year, Noom added an in-app body scan feature for GLP-1 users to monitor body composition metrics, track progress and evaluate any potential muscle mass loss. The new feature follows the digital health platform’s Muscle Defense fitness program, launched in partnership with FitOn.  

Luxury lifestyle and fitness brand Equinox has also focused on developing a specialized program for members who use—or are considering—weight-loss medications.

Equipment maker Echelon recently entered the GLP-1 space with the launch of ActiveMD, a wellness division offering weight-loss medications like Ozempic, Wegovy, Mounjaro and Rybelsus to qualified individuals, combined with a fitness program.

“Weight loss has become a significant component to managing a person’s overall wellness,” Echelon CEO Lou Lentine said. “By combining GLP-1s, immune health regimen and metabolism boosts with Echelon Fitness programs that focus on the individual’s goals, ActiveMD will help you lose unwanted weight and stay healthy without losing muscle mass.”

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