Weight Watchers' name is slimming down. The company on Monday announced that it would simply be known as WW going forward—with that double-W relating to some new sets of letters. In a bid to shift from the dieting space into the broader wellness space, it's adopting the tagline "Wellness that Works" and launching a WellnessWins program that AdAge reports will incentivize users who track meals and exercise. It plans to add a meditation component, and is doing away with the stipulation that people sign on with a specified weight-loss goal.
This as the company has made recent gains, ending Q2 with 4.5 million subscribers, up 1 million year over year. Bloomberg sees "mounting pressure" on CEO Mindy Grossman to keep the gains the company has made since its 2015 partnership with Oprah: nearly 300% growth that year and almost 60% growth YTD. The site also notes one interesting factoid: Under her direction, Home Shopping Network took the initials route as well, changing its corporate name to HSN. (Read more Weight Watchers stories.)