Like many Weight Watchers members, David Kirchhoff has a Before picture and an After picture. In the Before, he looks jolly but hefty, all cheeks and jowls, the result of years of eating obliviously. A 32-year-old with a biomedical engineering degree from Duke, an MBA from the University of Chicago, and a job as a management consultant, he’s clearly been paying more attention to his studies and advancement than his appearance or health. Things aren’t so bad that he would get the Kevin Smith treatment from Southwest Airlines, but it’s easy to imagine him breaking into a sweat carrying a pint of Ben & Jerry’s up a flight of stairs. He’ll soon be diagnosed with high blood pressure and high cholesterol. His doctor suggests a statin. Now the After, more than a decade later: close-cropped blond hair, 34-inch waist, and 15 percent body fat on his 6′ 3″ frame. In a form-fitting suit, the 45-year-old father of two cuts the figure of a Marine sergeant 20 years his junior. This is a picture of a man in control.
Kirchhoff’s tale of weight gain is a common one. Between the end of high school and his midthirties, a slowing metabolism, changing lifestyle, and some disposable income all conspired to reshape his body. Looking back, it’s not hard to see where things went wrong. “In college, it was all-you-can-eat—10,000 gallons of beer, pizza, the whole thing,” he recalls. “Then I got a job with a lot of traveling. There was life on the road, room service. It became really easy to have any kind of awesome food any time I wanted. Take-out Chinese, delivery Chinese, deep-dish Chicago pizza, barbecue, huge breakfasts. There was literally no restraint. If you look at my swing from high school to my peak, it’s about 75 pounds.”
Unlike most, however, Kirchhoff found his way back to fighting trim. He entirely credits Weight Watchers. Walking the aisles of a mom-and-pop grocery store in Manhattan’s Flatiron District, he parses the contents of the shelves to demonstrate what the company taught him about the effect of various foods on his body. Chips, pretzels, prepared meals loaded with oils and butter, blue cheese dressing: all obviously evil. Orange juice, sun-dried tomatoes, and hummus: surprisingly bad. Then there’s the good stuff: any (nonprocessed) fruit and (nonstarchy) vegetables, shellfish, and whole-grain bread, as well as chicken sausage, flank steak, skinless turkey breast, and pork tenderloin. “You know what’s funny? People tend to run away from bacon, but it’s not bad,” he says, picking up a vacuum-sealed package in the meat case and tapping the nutritional information into a calculator app on his iPhone. “And turkey bacon is a great deal.”
If Kirchhoff sounds like the perfect spokesperson for Weight Watchers, it’s no accident. He’s not just one of the dieting giant’s million-odd members around the globe, he’s the guy in charge: In 2006, he became the company’s president and CEO. And lately he’s been guiding the sprawling enterprise through a sort of renaissance.
In the past year, Kirchhoff has crafted a corporate After picture as impressive as his own. In the midst of protracted economic malaise, he’s boosted online membership by 64 percent and increased attendance at North American meetings by 14 percent. He’s breathed new life into the brand, posted impressive revenue and profit growth, and doubled the company’s market cap to, as of mid November, roughly $5 billion.
The story of how he’s managed to do all this starts with Kirchhoff ripping out the foundation of Weight Watchers in the name of science. Actually, it starts with a hunch that the science underlying the company’s venerable weight-loss formula—the very formula that helped Kirchhoff lose all that weight and made his own After picture possible—was flawed.
by Jeffrey M. O'Brien, Wired | Read more:
Photo: Bela Borsodi; food styling: Karen Evans; retouching: Flavored by Dippin' Sauce
