Oprah-Lite

Can Oprah save Weight Watchers? On Monday, Oprah Winfrey announced a new collaboration with Weight Watchers in which she will buy up 10 percent of the company, join its board, and- we hope- shed some pounds while doing so. Investors cheered, the company’s stock doubled- Oprah’s slice of the pie has already net her $70 in one day– and has continued to head higher. But, as millions of Americans know all too well, starting a diet is easier than sticking to one. A plan that sounds great on paper and promises fantastic results rarely turns into a fitter, healthier body months or years down the line. Weight Watchers participants pay an average of $377 for a year of participation in the program, and lose an average of just five pounds in that time frame. Might investors be cheering a financial deal that might never result in a fitter company?

The 52-year old company has struggled in recent years to reclaim its market muscle, and has tried to boost its digital offerings as millions of Americans have signed up for one of the numerous cheap- or free- apps such as LoseIt! and MyFitnessPal which chart weight loss. Others have paid a one-time fee for FitBit or another tracker that comes with similar holistic digital support. However, this does seem like a natural fit, given Oprah’s well publicized struggles with her weight and her years-long interest in wellness and healthy living. So, if any celebrity endorsement and investment could turn the company’s fortunes around, it would be Oprah’s- her fairy dust has done wonders for numerous businesses over the years. We’re rooting for you Oprah…