Goodbye Weight Watchers, hello "WW." The company has changed its name to reflect its new WW brand not only on its website, but also on every aspect of its public expression, including every studio.
The company's website explains the meaning behind "WW" and the significant change in its approach to weight loss: "The name WW reflects that we're becoming the world's partner in wellness." (Emphasis added)
WW's new tag line, "Wellness that Works," sounds like a slogan our profession already should be using. In a way, it feels a bit presumptuous for WW to suddenly claim it is "becoming the world's partner in wellness." But this bold move was obviously well-researched and well-thought-out.
As a profession that has been promoting wellness for more than a century, it is both encouraging and surprising that a company known for its relentless focus on dieting for the past 55 years should make such a dramatic change. The company is clearly sensing that public perception regarding weight loss and health has moved toward wellness, and is looking to take a leadership role in that direction.
Be that as it may, WW has clearly seen the value in redirecting its entire brand, from name to focus, toward wellness. Again, this was not a decision made lightly or without considerable risk.
Wellness Through Weight Loss
As part of Weight Watchers' rebranding, it now proudly states: "WW welcomes anyone who wants to build healthy habits – whether that means eating better, moving more, developing a positive mindset, focusing on weight ... or all of the above!" Given the movement of WW toward wellness, perhaps chiropractic and specifically DCs should look into a move toward wellness weight loss. It certainly appears doctors of chiropractic are more than welcome to get involved.
Regardless of whether or not you choose to approach your local WW studio, weight loss through wellness has been identified as the primary motivator for a large portion of the consumer public. DCs who choose to not work with local WW studios may find many people in their community who are looking for a wellness approach to weight loss which would certainly include chiropractic care. It is likely that nutrition and exercise will also play a role.
WW's Strategic Repositioning = An Opportunity for Chiropractic
Given Weight Watchers' strategic repositioning, we would do well to consider how we express ourselves as a profession and as individual doctors. How should chiropractic, the only health care profession focused on wellness, take advantage of this trend as it is echoed by WW and presumably others? Consider the following:
This is where our opportunity is strongest: demonstrating that chiropractic is a critical component in every person's wellness journey. In fact, let's make it our collective 2019 New Year's resolution: to let our communities know we are wellness leaders for their health. I'm sure you've been doing this since you started practicing, but the public is in the right frame of mind to receive your message, now more than ever.
The WW branding ensures that this year, the concept of wellness will be discussed and considered to a much larger extent than in the past, particularly by the millions of Americans who desire to lose weight. Be part of the movement.
When sports chiropractors first appeared at the Olympic Games in the 1980s, it was alongside individual athletes who had experienced the benefits of chiropractic care in their training and recovery processes at home. Fast forward to Paris 2024, where chiropractic care was available in the polyclinic for all athletes, and the attitude has now evolved to recognize that “every athlete deserves access to sports chiropractic."
It is estimated that 61% of patients with CTS avoid taking surgical options due to postoperative complications and costly surgical procedures. Chiropractic care offers a comprehensive and effective treatment for carpal tunnel syndrome, addressing the condition from multiple angles. Recent studies also have unveiled a game-changing adjunct to chiropractic treatments for CTS: nerve flossing.
Some doctors thrive in a personality-based clinic and have a loyal following no matter what services or equipment they offer, but for most chiropractic offices who are trying to grow and expand, new equipment purchases help us stay relevant and continue to service our client base in the best, most up-to-date manner possible. So, regarding equipment purchasing: should you lease, get a bank loan, or pay cash?
