Weight Watchers Joins Digital Fitness Space with D360 Launch

Need to Know

• Weight Watchers has joined the digital fitness industry, with the launch of Digital 360 (D360).
• D360 offers online coaching, fitness programs, live and on-demand expert-led content, and more
• The new program will build upon Weight Watchers’ existing program, while also competing with other digital fitness leaders like Peloton and SoulCycle.

Analysis

Weight Watchers is joining the buzzing digital fitness space this year with its newly-launched virtual program, Digital 360 (D360). The new program combines coaching, fitness, and mindfulness through live and on-demand digital content. 

With prices starting at $4.61 per week, D360 users can access a customized weight loss plan, guided workouts and meditations, private coaching, live and on-demand expert-led content, and even a barcode-enabled tracking tool. 

D360’s features also include daily inspiration, daily interactive livestream sessions hosted by coaches, two new podcasts (one of which can be paired with an audio walking workout), and live and interactive online events. 

The new program builds upon Weight Watchers’ existing content, which includes the recently-released myWW+. The customizable program includes machine learning-curated content for each member. 

“With such an overwhelmingly positive response to the November launch of myWW+, our newest and most personalized program followed by all WW members, we are thrilled to offer D360 – an entirely new way for members to choose to do WW,” said WW CEO and president Mindy Grossman. 

“Coaching is the heartbeat of WW, and our expert D360 Coaches will not only support our members with their expertise and advice, but they will also introduce them to a variety of thought leaders at the forefront of wellness -to offer their unique perspectives to our members on how to reach their goals, improve their health and achieve a life filled with possibility.”   

Weight Watchers joins a number of other fitness brands going digital in the past year.

Lululemon entered the home fitness industry with its acquisition of Mirror, an interactive workout device. And popular spin studio SoulCycle launched its own at-home program, featuring an at-home bike with on-demand classes. Even Apple has entered the fitness space, launching Apple Fitness+, a subscription program for workout classes that can be paired with the Apple Watch.  

All of these programs, of course, are in an effort to compete with the hugely popular virtual fitness program Peloton, which grew in subscribers by 137% in 2020.