If I Were CEO of Weight Watchers:
First - I'd hire some really good computer geeks. Let's face it WW - your apps and website suck. They are slow, temperamental and just a royal pain. SparkPeople, LoseIt, MyFitnessPal...all FREE apps who got it right! Check them out, learn from them. Don't overdo it - simplify.
Second - Remember those members you deemed "lifetime"?? Really?? Your remember?? It certainly doesn't seem like it. It feels like that once we reach that goal and no longer have to pay...you could care less. Your lifetimers are what will sell your product - use them, thank them, keep them on a pedestal!
Third - Train your leaders. I'm surprised what little they know, when I can find the answers on a quick google search. Most know nothing about the Simply Filling Plan. Good Health Guidelines? My leader never discussed the importance of those. Why does that recipe builder give point values to the fruits?? Oh, I know why it does...why not tell your leaders?
Fourth - Active Link? Oh, you weren't conning me into that - nothing more than a way to get more money out of your already paying members. Guess what? The FitBit, once bought, costs nothing more to use, it's website is free and that MyFitnessPal I mentioned? Yeah, it'll sync with that.
Fifth - Price. This is a harder one because I know that firstly you are a business and want to make money; but some changes are needed. I have no issue with the online costs, only that the website is hard to navigate; again simplify. Meetings - if you miss a meeting, you shouldn't be charged for it. I would rather see you say - after so many consecutively missed meetings - you'll need to pay a joiners fee again. You don't have to be a genius to realize that you get more bang for your buck with the Monthly Pass; but some people just want to come in and pay cash. Now we both know, that paying the weekly fee comes out to more in a month than the Monthly Pass - it's a no brainer.....but even though you're paying more, you get so much less. Now the goal, of course, is to get people to do the Monthly Pass - so maybe the Monthly Pass needs to come down in price just a little bit.
Sixth - Incentives. I love my key chain and its charms showing my accomplishments - but they stop at some point. How about some more charms? Other incentives? Say you lose weight every week in a month, how about a discount on the next month? Yeah, the stickers are cute; but I'm an adult! Maybe gift certificates? A free box of snacks?
And that's what I would do if I were CEO.