Type of business Private Headquarters London, UK Founder(s) Winton G. Rossiter | Founded London, UK Area served International | |
Services Weight loss/diet rewards | ||
Weight Wins is a UK weight loss business which has developed and commercialised the concept of personal contracts for weight loss. The company has attracted attention from UK and international media for its ‘Pounds for Pounds’ weight loss programme and for operating the first trial by the UK’s National Health Service (NHS) of a weight loss incentive programme. The diet rewards sector addresses the specific problem of overweight and obesity, with research finding that dieters with financial incentives lose more weight for longer than those without incentives.
Contents
Services
Weight Wins' principal program is 'Pounds for Pounds'. Individuals specify how much weight they would like to lose and for how long. Weight loss targets range between 20 lbs and 150 lbs with plan periods extending to 24 months, including weight 'maintenance' periods. Participants are weighed monthly by a health professional at a local pharmacy, fitness centre, or doctors' surgery, who signs a dedicated form specifying the weight, which is returned to Weight Wins. Weight Wins credits participants for each pound they have lost from their starting weight, and advises them of their weight loss status and earnings. These monthly earnings can add up to half of the total potential reward from Weight Wins. The other fifty percent is a bonus if the participant achieves their goal weight at the end of their plan. Rewards range between £100 and £3,000, depending upon weight loss targets, plan length, and fee level selected. Members pay monthly fees to participate or they can be sponsored by their employer or insurer.
Participants are responsible for their own weight loss. Weight Wins claims to follow Obesity Guidelines laid out by the National Institute for Clinical Excellence (NICE) by only rewarding gradual long-term weight loss and maintenance.
History
Weight Wins' was first devised in 2007 following a UK-wide consumer survey. The initial scheme was developed and trialled as the ‘Pounds for Pounds’ programme over a three-month period from September to December 2007, with a maximum weight loss target of 15 lbs. In 2008, the company launched an extended national trial, including the participation of the NHS in 2009/10, with maximum target of 50 lbs. In 2009, Weight Wins further increased targets to 150 lbs, with weight loss plans up to 24 months. In 2010, the company launched its second program, ‘Weight Challenge’, which rewards individuals for shorter term weight loss without monthly weigh-ins. In 2011, Dr. David Haslam GP, an obesity specialist and Chairman of the National Obesity Forum, was appointed as the company’s Medical Advisor.
Weight Wins closed its personal plans on 1 August 2013, when it focussed on offering its plans through institutional providers such as health insurance companies.
NHS trial
The NHS Eastern and Coastal Kent Primary Care Trust trialled Weight Wins’ Pounds for Pounds scheme to the public and NHS staff in January 2009. The program was oversubscribed by a factor of six. 402 people (58% female, mean BMI 34.6, 77% obese) took part in the trial in January 2009. The participants selected personal structured financial incentive plans of 3 to 13 months with monthly weigh-ins and earnings.
Analysis of data found that, on average:
During the intervention, 20% of participants in the ‘Obese’ category (BMI>30) left the ‘Obese’ category, and 40% of morbidly obese participants (BMI>40) left the ‘Morbidly Obese’ category.
39% of participants completed their course of weigh-ins and reached the end of their plan (mean ‘active’ period 11.1 months), achieving mean weight loss of 22.9 lbs (10.5% of body weight). Participants active at 12 months had lost mean 25.3 lbs (11.2% of body weight) and 3.9 BMI points.
Men, older people, and higher socioeconomic groups performed slightly better. 93% of post-trial respondents reported that they had changed their diet, and 80% had exercised more. 33% reported an improvement in one or more medical conditions as a result of the intervention. 80% believed they would maintain their weight loss or lose further weight.
Health scientists at University of Sheffield conducted an independent analysis of the data. Outcomes are similar to Weight Wins' internal analysis with some small variations due to differences in statistical methodology.