Weight Watchers CEO on bringing livability to the wellness industry
We’re almost to the midway point of 2019, which has us thinking about New Year’s resolutions. What, did you forget?
(It’s okay, we won’t judge you.)
The truth is, most people have a hard time staying on track, but we know one woman who can help. This week, we’re taking a look back at Episode 21 of KindredCast, featuring Weight Watchers CEO Mindy Grossman. Mindy has turned the 56-year-old lifestyle company upside down, with new branding and philosophies that meet people where they are in the modern world. Here’s what we learned:
1. Mindy relies on her mantra when making important decisions.
Prior to joining Weight Watchers, which she rebranded as “WW,” Mindy was the CEO of HSN (Home Shopping Network) and had led a long career in the apparel industry, working for giants like the Ralph Lauren Corporation and Nike. Forbes and the Financial Times have repeatedly listed her as one of the most influential women in the world. So, what’s the secret to her success?
Mindy is known to zig when other people zag. But despite her reputation for being unconventional, she stresses the importance of keeping it simple and sticking to her mantra. “There are three things that I put through the rinse,” Mindy said. Am I passionate about it? Is it purposeful? And will it have impact? And every decision I’ve made, I’ve run through that.”
2. Mindy is dedicated to pairing technology with meaning in order to help people live better lives.
Mindy admits that she’s not the person to hire if you want to keep the flywheel going, citing a love for “transformation, momentum, and growth” that leads her toward disruptive tendencies. Her work has largely been rooted in finding an “emotional return in equity,” which is reflected in her role as a board member of UNICEF.
Prior to arriving at WW, Mindy thought deeply about how she could help others, and how that intersected with the wellness industry. “Where is technology taking us?” Mindy said. “I became very fascinated with this idea that technology plus meaning, were gonna help people live connected lives. And the brands of the future were not just gonna have a purpose. They were really going to use technology to bring meaning to people, which took me down the health and wellness path. And I became very interested, and we were actually pivoting kind of the merchandising point of view, a lot of our businesses in to health/wellness.”
3. WW wants to help people holistically, not just as a “reactionary” diet program.
When Mindy was growing up, Weight Watchers was considered a reactionary program for people who wanted to lose weight. Upon reflection, Mindy noted that WW’s biggest competition is not other weight loss programs, but people who think they can go through the motions by themselves.
WW has shifted its focus to livability, a philosophy she wants to bring to the estimated 95% of people who are trying to lose weight without assistance from a lifestyle program. Mindy raved about the buzzword. “Coming from so many years of running lifestyle brands, I love this new livability word,” Mindy said. “You don’t have to eat special food to be on Weight Watchers. You don’t have to do a special activity, because we’ll give you the tools to integrate whatever we do in to your life. You can have dinner with your family. You can go out. You can travel. But we’re inspiring you to have healthy habits, that fit in to your real life.”
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To listen to our interview with Mindy, check out Episode 21 of KindredCast, embedded below, and available on Apple Podcasts, Stitcher, or wherever you get your podcasts.
