By Ever since college, Brad Jobling has struggled with his weight, fluctuating from a low of 155 pounds when he was in his 30s to as high as 220. He spent a decade tracking calories on WeightWatchers, but the pounds he dropped always crept back onto his 5-foot-5-inch frame.
A little over a year ago, the 58-year-old Manhattan resident went on a new weight-loss drug called Wegovy. He has lost 30 pounds and has started eating healthier food and exercising, which are the habits behind many commercial diet plans and decades of conventional wisdom on sustainable weight loss.
Yet Jobling’s experience has also altered his perspective on dieting. He now sees obesity as a disease that requires medical intervention, not just behavioral changes. In fact, he thinks he will need to stay on a drug like Wegovy for the rest of his life, even though it has taken some of the joy out of eating.
Like the lives of the people taking them, recent injected drugs like Wegovy and its predecessor, the diabetes medication Ozempic, are reshaping the U.S. health and fitness industries. They have proven successful in eliminating unwanted pounds more quickly and easily than consuming fewer calories and burning more calories alone. As a result of their disruptive power, even established diet companies like WeightWatchers and brands like Lean Cuisine are undergoing makeovers.
Although celebrities like Oprah Winfrey have spoken publicly of the drugs as revolutionary, some health experts worry that businesses without any expertise will start dispensing prescription medications along with bad advice and unproven therapies.
A DEMAND TOO BIG TO IGNORE
According to data from health technology company IQVIA, the U.S. issued at least 3 million prescriptions for the class of medications known as GLP-1 agonists each month during the 12 months that ended in March. They include semaglutide, the drug in Ozempic and Wegovy, and tirzepatide, the drug in Mounjaro and Zepbound. Morgan Stanley research analysts have estimated that 24 million people, or 7% of the U.S. population, will be using GLPT-1 drugs by 2035.
The world’s leading diet programs have taken note of such statistics and incorporated the popular drugs into their existing subscription plans.
Founded in 1963, WeightWatchers acquired telehealth provider Sequence last year, allowing its members to receive prescriptions for weight-loss drugs. WeightWatchers is sticking with its focus on behavior change as the cornerstone of weight reduction, but it has launched virtual clinics that provide customized exercise and nutrition plans, as well as prescription care, for individuals who want to lose 20% of their body weight on average.
WeightWatchers CEO Sima Sistani told analysts earlier this year that the acknowledgement of weight loss as a matter of health care will lead the weight loss industry. Weight loss has, and unfortunately still is, often viewed as a vanity issue, making this a paradigm shift.
The Mayo Clinic, which first offered a weight management plan in book form in 1949, has published an updated version of the longtime bestseller, titled “The Mayo Clinic Diet: Weight-Loss Medications Edition.”
The Mayo Clinic Diet program has also expanded to include access to weight loss drugs and advice on managing any side effects, according to Digital Wellness CEO Scott Penn, whose company developed an online platform for the original program.
The new drugs have made being very overweight “feel more medical as a condition,” he said.
GYMS AND DIET FOOD COMPANIES are looking to muscle in.
Luxury athletic club operator Life Time launched a membership program last year that offers comprehensive medical testing, personalized training, and a host of alternative therapies like cryotherapy. Members of the Miora program can also get Ozempic and other weight-loss drugs through the medical staff of a clinic that opened in Minneapolis last year.
Jeff Zwiefel, executive director of Life Time Miora, called the new drugs a “game changer” for the fitness industry.
“We have an opportunity, an obligation, and a responsibility to help people achieve results in conjunction with medical providers and make sure that’s the way to go,” he said.
Fitness chains are banking on the idea that people on drugs will lose enough weight to overcome any self-consciousness or physical limits that kept them from exercising. The gym franchise Equinox started a new personal training program in January for prescription holders who want to preserve or build muscle mass as they shed unwanted pounds.
The world of drug-assisted weight loss is also altering the ambitions of food companies. Sales of SlimFast, a line of meal replacement shakes and snacks sold at supermarkets, have dropped as people turn to weight-loss drugs and retailers cut shelf space for diet products, the brand’s parent company, Glanbia, told investors in February.
Because the drugs suppress people’s appetites, Glanbia and other companies are marketing their products as a source of adequate nutrients for people taking GLP-1s. Nestle SA, a Swiss multinational, believes that it can benefit from the drugs’ popularity and is expanding its Lean Cuisine frozen meals and OPTIFAST protein shakes.
“Diets are cool again,” Nestle SA CEO Ulf Mark Schneider told analysts in February. “It’s something that people used to do quietly on the side, uncertain about their outcomes.”
We are promising results and a wealth of uncertainty.
Research has shown that about a third of people lose 5% or more of their body weight with diet and exercise alone, according to Dr. Louis Aronne, director of the Comprehensive Weight Control Center at Weill Cornell Medical School. In comparison, the medicine in the diabetes drug Mounjaro helped people with obesity or who are overweight lose at least a quarter of their weight when combined with restricted calories and exercise, a new study showed.
However, some experts are concerned about businesses marketing the drugs or serving as fitness coaches for patients on the medications. Dr. Cian Wade, a health care consultant for the global strategy and management firm Kearney, said he’s concerned about a proliferation of clinics that don’t have as much experience with obesity and related health conditions.
“There’s a potential worry that for some patients, the clinics will not have the right expertise at hand to be able to appropriately manage the side effects and nutrition-related issues,” he said.
Since GLP-1 medications are so new, it’s unclear how many patients will stick with their drug regimens, which produce intolerable side effects for some people. Cost is another reason patients may drop the drugs. Wegovy costs $1,300 for a month’s supply, while Zepbound costs $1,000.
‘THE NEW VERSION OF ME’
Lisa Donahey, 54, an actress and singer who lives in Los Angeles, started Mounjaro under a doctor’s care a year ago to address her type 2 diabetes. At the time, Donahey, who is 5-foot-7-inches tall, weighed 260 pounds and was a veteran of diet plans like Jenny Craig, WeightWatchers, and Nutrisystem.
Her weight has since dropped to a little less than 190 pounds. She goes to a gym. Despite consistently receiving character acting roles, she is actively seeking new opportunities. Having used the medication to give her “a kick-start,” Donahey said she plans to wean herself off Mounjaro once she loses another 40 pounds.
“I had a sense of hopelessness that I was destined to be this way and just could not do it by myself,” she said. Now that I’ve managed my weight and the “new me” is emerging, I feel empowered, excited, and hopeful.”
Content and Images (minimum edit): AP
