WeightWatchers, once one of the most trusted names in weight loss, is now struggling to stay relevant—especially with younger people. Gen Z, those born between the late 1990s and early 2010s, aren’t signing up for WeightWatchers the way older generations did. In fact, many are ignoring it altogether.
So, what changed? Why doesn’t Gen Z connect with WeightWatchers, and what are they choosing instead? Let’s break it down.
A Brand Built for a Different Time
To understand what’s happening, we need to look at how WeightWatchers became popular in the first place.
The company was built on the idea that people could lose weight by counting points (instead of calories), attending group meetings, and having accountability partners.
It worked for a lot of people—especially Baby Boomers and Gen Xers who liked structure and community.
But that approach doesn’t really speak to Gen Z. This is a generation that grew up with smartphones, social media, and mental health awareness. They think about food, fitness, and health in a very different way.
Diet Culture Doesn’t Resonate Anymore
One of the biggest reasons Gen Z isn’t signing up for WeightWatchers is because they’ve grown up rejecting "diet culture."
They don’t want to be told to shrink their bodies to fit in or to look a certain way. Instead, they’re more focused on things like:
- Body positivity
- Intuitive eating
- Mental health and self-acceptance
To many young people, tracking food and trying to lose weight feels outdated or even harmful.
They see it as part of an old system that promotes shame and unrealistic beauty standards. That makes programs like WeightWatchers feel off-limits, or even part of the problem.
Wellness Means More Than Just Weight
For Gen Z, “wellness” doesn’t just mean losing weight—it means feeling good in your body and mind.
That includes things like getting enough sleep, reducing stress, staying active, and having healthy relationships with food and exercise.
They’re not just focused on the number on the scale. In fact, many don’t even own one.
Apps or programs that only talk about weight loss feel one-dimensional. Gen Z is looking for platforms that support holistic health—the kind that takes care of your whole self, not just your waistline.
Tech-First, Not Meeting-Based
Another reason WeightWatchers struggles to connect with Gen Z is because of its roots in in-person meetings and weekly weigh-ins.
Even though the company has gone digital in recent years, that image still sticks.
Gen Z prefers digital tools that are fast, flexible, and personalized. They like platforms they can use on their phones, whenever they want, without needing to attend a scheduled meeting.
They also prefer short-form, visual content—think TikTok tutorials, YouTube fitness videos, and wellness content on Instagram.
If it doesn’t fit into a busy, on-the-go lifestyle, they’re probably not interested.
Influencers Are the New Coaches
In the past, people looked to WeightWatchers leaders and coaches for advice and motivation. Today, Gen Z is more likely to get that kind of support from influencers.
Fitness instructors, nutritionists, and even everyday people sharing their health journeys on TikTok or Instagram often have more influence than big brands.
That’s because they feel real, relatable, and unfiltered—something WeightWatchers’ polished image can’t easily match.
For Gen Z, trust is everything. And trust often comes from people who are open about their struggles, not just their successes.
The Rise of Medical Weight-Loss Tools
Here’s another factor: prescription weight-loss drugs like Ozempic and Wegovy have become more popular, and Gen Z is paying attention.
These drugs, originally made for diabetes, are now being used for weight management, and many people are seeing quick results.
While these medications are still relatively new and not always easy to access, they’ve changed the conversation.
Rather than counting points or calories, some people are now turning to medical solutions backed by science.
Even WeightWatchers tried to keep up by buying a telehealth company that prescribes these drugs. But for Gen Z, that shift might have come a little too late.
What Gen Z Wants Instead
So, if they’re not using WeightWatchers, what are Gen Z folks doing instead?
Here’s what’s catching their interest:
- Apps That Focus on Mental and Physical Health
Apps like Headspace, Calm, MyFitnessPal, and Youper offer a mix of mental wellness, fitness tracking, and mood support. These tools give Gen Z more than just diet advice—they help them feel better as a whole. - Body Neutrality and Self-Acceptance Movements
Many Gen Zers follow content that promotes body neutrality—the idea that you don’t have to love your body every day, but you can still respect and care for it. - Functional Fitness Over Weight Loss
They’re not working out to get smaller. They’re working out to feel strong, reduce anxiety, or improve their sleep. Functional training, yoga, dance classes, and walking are all more popular than intense “fat-burning” workouts. - Community-Driven Spaces
Instead of traditional meetings, they prefer online communities—Reddit threads, Discord servers, group chats—where people share real experiences and encourage each other without pressure. - Health Education from Real Experts
Gen Z is more likely to follow a registered dietitian on Instagram than trust a corporate program. They want expert advice, but they want it delivered in a way that feels real, not corporate.
Final Thoughts
WeightWatchers helped millions of people over the years, but the world has changed—and Gen Z wants something different.
They’re not rejecting health. In fact, they care about it deeply. But they want health on their own terms: less about weight loss, more about feeling good. Less structure, more flexibility. Less judgment, more self-compassion.
If brands like WeightWatchers want to stay relevant, they’ll need to listen, adapt, and rebuild trust with this new generation. Because Gen Z isn’t just changing the way we think about health—they’re leading the way.
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