WeightWatchers 2010 Annual Report Download - page 5
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“ With Weight Watchers I found I didn’t
have to give up my favorite foods —
just eat them in moderation.”
launched the ProPoints program in the United Kingdom
and Australia and the PointsPlus program in the United
States and Canada in the fourth quarter of 2010, and
were met with a similarly enthusiastic response by
returning members and, even more encouraging, brand
new customers who have never participated in a Weight
Watchers program before.
One ongoing area of focus was the revitalization of our
meetings infrastructure. In 2010, we concentrated our
efforts on stronger locations, time slots and service
providers while discontinuing lower performing
meetings. At the end of 2010, we successfully reduced
our U.S. meetings footprint by 11% from 2009 and the
beneÄ ts were readily apparent. The average number of
attendances per meeting was up 20% by the end of
2010, a trend that improved throughout the year and
continued into 2011. Higher attendance provides for a
more vibrant and energetic meeting, which is highly
motivating for members in their weight loss journey. It
also generates higher commissions for our service
providers and, ultimately, contributes to higher gross
margins for the company.
To make Weight Watchers meetings more appealing to
customers, we also began upgrading our retail locations
with an eye on front-of-store appeal, member
experience, convenience, modernity and brand appeal.
In 2010, we began rolling out our improved retail centers,
and in September, we completed the upgrade process
of two entire metropolitan markets – Tampa, Florida and
St. Louis, Missouri – transforming all Weight Watchers
centers in these two test markets. We immediately
witnessed a better member experience and increased
enrollment of new members at these locations. We are
now actively renegotiating leases and moving our
meetings to improved locations throughout North
America, and plan for this transformation to be largely
completed by the end of 2012.
Improving retention and relevance continues to be a
main priority for Weight Watchers, and during the year
we introduced several initiatives aimed at boosting these
LISA, Meetings Leader | Lost: 50.2 lbs