Thank you to everyone for joining for our virtual event to discuss our new PersonalPoints program. Following management's presentation, we will host a Q&A session for analysts and investors. To ask a question, please use the Questions tab on the right side of the webcast player. Before we begin, let me remind everyone that this presentation will contain forward-looking statements. Investors should be aware that any forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from those discussed here today. These risk factors are explained in detail in the company's filings with the Securities and Exchange Commission. Please refer to these filings for a more detailed discussion of forward-looking statements and the risks and uncertainties of such statements.
All forward-looking statements are made as of today and, except as required by law, the company undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events, or otherwise. Thank you.
Hello, and thank you for joining us today. I'm Mindy Grossman, CEO of WW. Just last week, we launched PersonalPoints, our innovative new food program. PersonalPoints is the next major step on our personalization journey. As the most advanced WW program ever, we are confident that this revolutionary new program will resonate with new and former members alike, create excitement in the category as a whole, and demonstrate our competitive advantages as we deliver a proven, science-based program through an award-winning app with coaching, content, and community.
Because we believe PersonalPoints is so important and powerful and has been of great interest to many of you, today we will share more color on everything that went into this incredible innovation, from the development process, the science and insights, to how we are bringing PersonalPoints to life in the digital experience, and as a very human personal experience through our coaches who encourage, inspire, and motivate our members while living the WW program every day. Finally, how we are introducing PersonalPoints to the world and amplifying our messages this January. Every team and level of the entire WW organization played a critical role in the creation, development, and execution of PersonalPoints. Science, Nutritionists, UX design, engineering, studio operations, training, brand, content, and so many more.
The depth of the work in preparing for and executing a seamless, synchronous launch to more than four million members across 12 different countries and in seven languages cannot be underestimated, spanning everything from concept development to updating our extensive food database of hundreds and hundreds of thousands of nutritionist-verified foods, as well as our comprehensive recipe portfolio. So to take you back to the beginning, we start by learning about people's needs through talking to WW members as well as people following other programs and researching the latest science data and eating and lifestyle trends. With all of these insights, we try to solve the needs we heard, including less work, more livability, and more excitement, curiosity, hope, and yes, joy. Through this process, our cross-functional team landed on three different ideas that had the most potential. First, more personalization.
The idea to personalize your ZeroPoint foods beyond just three plans was born. We adjusted the points budget according to members' favorite ZeroPoint foods and explored new ZeroPoint foods. The results? Members lost weight and loved exploring new things to eat. Second, accounting for consumer trends. Increased consumer interest in things like added sugar, fiber, and healthy fats, as well as the science of what makes a healthy pattern of eating, led us to design several new versions of the points formula to see what effect they had on creating a healthy pattern of eating. This helped us create a brand-new points algorithm. And third, more control over your budget and recognition for healthy habits. We then explored what would happen if certain healthy behaviors earned you points. Turns out, when members earned points, they found the program easier to follow and more flexible for real life.
We know that when something is easy and flexible, people are more likely to stick with it, which helps them meet their weight loss goals long-term. We piloted PersonalPoints with over 1,000 members. The results were nothing short of amazing. People lost weight and felt better than ever. We knew we had created something completely game-changing. We believe everyone deserves a plan as unique as they are. No two plans are alike. Even the name PersonalPoints, one name with localized translations in our international markets, truly showcases the nature of the innovation, putting members and consumers at the center. It is all about them, their journey, their success. Last week's launch was a tremendous success. On launch day alone, our announcement release had been syndicated to over 100 news outlets, and we've seen organic coverage in 40 articles, garnering over 1.2 billion impressions in the U.S.
alone. Additionally, Kate Hudson's interview with Entertainment Tonight aired on launch day to nearly three million viewers. Kate also amplified the PersonalPoints launch on social media, along with many other of our celebrity partners, including Katie Lee Biegel, Daphne Oz, Kym Whitley, and Ross Mathews, just to name a few. Kate, Katie, and Daphne told the world about what food was now zero points for them: avocado, whole wheat pasta, and potatoes, respectively, in case you were curious, and Kim shared a truly hilarious take on the fact that you can now earn points for drinking water and hydrating. This is a change that is beyond positive. It will allow us to better serve our current members, recruit new members, and make a larger impact on the health trajectory of the world. Now let's learn about Innovation 2022.
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My name is Gary Foster, and I am the Chief Scientific Officer of WW. After working in this field for over 30 years, I've seen countless ideas about how to make losing weight easier and more sustainable. But I have never seen something like this new program. We have leveraged the latest nutrition and behavior change science to update our points formula, create new ways to earn points, and become even better at designing unique plans to fit how you live your life. Our updated points formula uses the latest science and food data by factoring in even more nutritional elements. This helps nudge members towards foods that are higher in healthy fats, fiber, and protein, and that are lower in added sugar and saturated fat.
Based on what you tell us you love to eat, the Personal Points Engine crafts a list of ZeroPoint foods and a personalized points budget unique to you and the foods that you eat often and that you love. And WW now offers a Personal Points plan tailored for members who are living with diabetes, guiding them towards foods that are less likely to impact their blood sugar and consistent with the recommendations from the American Diabetes Association and the International Diabetes Federation. Personal Points teaches you how to take control and be healthier, eating, moving, thinking, and even sleeping better with no restrictions or rules about what's off-limits. As we develop an innovation, what is first and foremost in our minds is that any WW program must be grounded in science.
I'm going to walk you through the three new features of our new program and give you a quick snapshot of how they're based in science. First, individualization matters. And it matters because it feels like this is my plan. This is not something that's being imposed from someone else. But this is a plan for me. The science is clear. More personalized approaches drive greater engagement. And we know that with greater engagement comes greater weight loss. Let's look at the second feature of our program, the newly updated algorithm. As with other algorithms that we've done in the history of WW, it nudges. It doesn't mandate. All foods are on the menu, but it nudges towards foods that have been established by scientific guidelines, whether from the World Health Organization, the USDA, or European Councils on Nutrition.
They are remarkably consistent about the foods we should be eating more of and less of. Our updated algorithm gives us an opportunity to leverage additional nutritional science, so we now have more inputs into our algorithm. Importantly, all foods are still on the menu. You won't find prescriptions like, "Always eat this," or "Never eat that." That's diet talk. We're not about labeling foods as good or bad. We're about creating a healthy pattern of eating that's sustainable for the long haul. We take all of the science around nutrition and embed it in a behavior change program. Recent guidelines from the U.S. and globally have really emphasized that it's one thing to know what to eat, but it's a whole other thing to help our members with the how, and that's exactly what we do.
The third feature that has a scientific basis is the ability to earn personal points. The member response to this new feature was palpable from the start. I remember seeing a video of a member who was following our new program, and she just encapsulated it so well. She said that every other time that she had tried to lose weight, she talked about this depleting feeling, that her budget could only go down, and the word she used for this program were, "I have control. I'm in charge." Technically, that feeling is called self-efficacy, the degree to which I am in charge of my outcome, and the science is remarkably clear. Greater self-efficacy leads to greater weight loss. It's important at WW that not only are we science-based, but that we're science-proven. To that end, we will not release a new program until it's tested by a third-party university.
It's just the way we operate. It's part of our DNA. During a six-month clinical trial of the WW PersonalPoints program conducted at the University of Connecticut, participants experienced clinically significant reductions in body weight. And not only that, we also saw notable improvements in overall quality of life and well-being. Here are just a few. We saw significant increases in the intake of healthier foods, including a 55% increase in the daily frequency of fruit consumption and a 61% increase in the daily frequency of vegetable consumption. There was also an increase in moderate physical activity by 27 minutes per day and a decrease in sitting time by 83 minutes per day. Research shows that increased physical activity, coupled with a healthier pattern of eating, leads to a 20% greater weight loss than changing eating habits alone.
In addition, research has shown that physical activity is the single best predictor of weight loss maintenance. We also saw a 53% increase in the automaticity of healthy habits. In other words, participants began to repeat healthy habits without having to think about it, helping to make these habits part of their daily routines. This is what people have been waiting for, hoping for, and we are bringing PersonalPoints to everyone all around the world, delivering on our tenets to help people develop healthy habits rooted in science and to meet people where they are. I will now turn it over to Deb to tell us more about what we've heard from our members and our consumer pilots.
Thanks, Gary. I'm Deb Benovitz, WW's SVP of Human Truths. Our work starts, continues, and ends with understanding what our members and potential members need through consumer research, trend spotting, science advances, research among current members, and users of other programs to understand all the insights driving this category. For the last year and a half, we've been running consumer pilots on PersonalPoints and hearing great things. 77% of people prefer this program to previous programs that they've been on. 85% are satisfied with the experience. 90% felt guided to healthy, good-for-me foods, and 79% said it was easy to follow, and we know ease and livability are key to success. We also heard a lot about how personalized it is, how empowering it is, and how effective it is. 84% of people said the ZeroPoint foods felt very personalized to them.
There's always an option, and it's food I love to eat. 91% felt empowered by the idea of control, by being able to earn points back. I love that I'm rewarded for making good choices and eating more vegetables, which I know is good. It gives me agency to not feel like, "Okay, I ran out of points. I'm done." And we saw weight loss. Efficacy is so important because one person loses weight, and they talk about it to someone else, and there's a buzz about how exciting this program is, how easy it is, and how it drives to weight loss. I told my friend about the pilot program, and she said she would love to join me on WW. So overall, qualitatively and quantitatively, great, great reviews from participants in our consumer pilot.
The last two years have certainly been an unprecedented experience for consumers, our members, our potential members, for everyone. According to a recent study in the U.S., 42% of consumers have gained an average of 29 pounds, and they are ready to take it off. Since the start of 2021, we've been out there listening to consumers almost every week, hearing the shifts from optimism to intention, to enjoying the moment, and to allowing a moment of grace. Consumers are telling us their human truth. They've said, "If the last few years have taught us anything, it's to cherish every single moment." After all they've been through, they don't want to pause their lives while losing weight. They want to enjoy the things they love and have missed: the family, the friends, the fun. They want to be part of it all, experiencing joy in every possible way.
So while they tell us that they'll be ready to join a weight loss program, it must be a program that allows them to live while they are losing. We know WW is and has always been about embracing all the joy that is life. Our consumers have been highly specific. They have told us the needs they will have for a weight loss program, ranging from the functional to the emotional. First, they want to be living while losing. They don't want to feel restricted like they do on most diets, especially after being restricted for almost two years. They want to know it's going to work. WW works, and they need to hear about our science because they've been dabbling in things that don't work. They also told us they need help recovering when they slip up.
They would love a program that has great features that allow them to recover. So this time, it will be sustainable. And they want something truly personalized and designed uniquely for them. But let's hear it directly from our WW members who are part of the PersonalPoints program consumer pilot.
This is where I try not to get emotional. I'm a different person now. I was dealing with some underlying health issues. I had two heart attacks. I was severely overweight. I required a right hip replacement. They couldn't operate on me unless I had lost weight. I went to Europe. It's when the pictures came back. I could not believe the person I had become. I felt really low, very depressed with how I looked and how I felt following maternity leave. So I knew I had to do something about my weight. I have been on the journey now. I've gone from 336 lbs to between 260 and 265 lbs, depending on the day. What's surprising about the new program is the fact that I have some flexibility in what I am eating. You can start tailoring the program to meet your particular needs or your particular outcomes. My favorite part of WW has always just been the flexibility that the program gives you.
So the thing that I like the most about the new program is that flexibility is just extended and just made even better. My experience on the pilot has been really good, being able to feel good and look good. If you feel good on the inside about yourself, it'll shine on the outside. Over the course of this pilot, I've lost six kilograms. What I really enjoyed about the pilot, number one for me, is the VisiPoints and the improved food point tracking. I think it's really cool to almost feel like you're rewarding yourself for demonstrating those great behaviors. Once I started WW and gaining control over portions and how much I was eating without giving up things that I love, I was able to really love myself. I've been following WW since February last year, and I have lost nine stone in total, and since following the new pilot, I have lost eight pounds in my journey.
I did my job! I am in awe of where I am. I like who I am now very, very much. The 25 kilos lost in 30 weeks, I'm over the moon. I am in the best shape of my life, and I'm able to continue losing weight and building muscle because of WW. I knew that this plan was just super personal to me. I just love knowing that whoever joins WW will also feel the exact same way. WW saved my life. I'm in better shape than I have been in a long time. WW may not add years to your life, but it does add light to the years that you have.
Hello, everyone. I'm Michael Lysaght, Chief Digital Officer of WW. With PersonalPoints, WW's program is now truly personalized. We always ask ourselves, how do we help every unique member have the most success on their journey and have the greatest experience doing so? And we understand the answer is completely different for everyone. After extensive research and testing, we developed entirely new ways to leverage our technology to make PersonalPoints, our most advanced program, possible. This high degree of customization on PersonalPoints has only been possible through the investments we have made in our digital platform. Over the last five-plus years, we have built out an exceptional tech product and data leadership team and a team of world-class engineers, data scientists, product managers, designers, and more.
We have embraced modern technologies such as the cloud and an event-driven architecture, and we have adopted new processes using agile, lean, and design thinking to solve our members' needs. When it comes to a big food program innovation like PersonalPoints, there is not a part of the WW organization that is not involved in some way. Our digital product and technology teams collaborate closely with all of these global partners and are tasked with bringing it all to life in the app experience. Importantly, we want to put the member at the center of the experience. We want members to know that it is customized and tailored to them and that they have more support than ever. As you heard, PersonalPoints has three game-changing elements: individualized plans, a new food algorithm, and the ability to earn PersonalPoints for healthy behaviors.
The experience now starts with an interactive onboarding to custom-build an individualized plan for each member with a tailored PersonalPoints budget and their very own list of ZeroPoint foods. In adding all of these great benefits, we needed to ensure everything worked together, and it was all delivered in a seamless, easy-to-use, and easy-to-understand app experience, and we needed to build this to scale to serve millions of people across the world. This was a truly global implementation with more than 20 workstreams and task forces working together to ensure everything worked seamlessly in a cohesive member experience, and we are committed to keep innovating even after launch. We're going to keep testing and optimizing to ensure we are delivering the tools and features to set up our members for success in achieving their goals.
But rather than me just talk about the experience, let me show you the app experience as a member joins and goes through the first few moments of PersonalPoints. After the member creates their profile, we ask them whether or not they have diabetes. This allows us to start that personalization. We have created an assessment that we've been calling the conversational assessment. What this really allows us to do is to lead with the science while personalizing the member's plan in a conversational manner. It affords us the opportunity to reply to them, let them know that they've been heard, and acknowledge them. It also allows us to educate them on the new program fundamentals, such as earning points when we ask them about veggie consumption. In addition to food, activity is inherently part of WW's holistic program.
We ask the member about physical activity, how many steps they take in a day, and do they prefer to measure in minutes or in steps. The conversational assessment showcases our strong partnership with our content team, working together to figure out what's the right tone and what's the right message for each step of the way. Once the member has completed their assessment, they now have a completely customized plan that is just for them. Now we enter the edutainment process. We educate the member about ZeroPoint foods and then provide them with their individualized list of ZeroPoint foods. Then we start to educate them on some of the new program fundamentals, like earning points for non-starchy veggies, earning points for water consumption, and for activity. Once that's complete, we show them a custom-built plan just for them. This is where they'll see their daily budget.
They'll see their ZeroPoint foods again and also their activity target. Again, PersonalPoints is a lot more than just food. It is a complete end-to-end program that's personalized for them. Then when members get to My Day and see their dashboard, they see that WW is making living the program easy and fun with an updated points experience, a quick way to track their veggies and water and keep track of their earned points. For new members specifically, we walk them through how the dashboard works and how to use their PersonalPoints while living on the program. In fact, we have a new onboarding experience. We developed a strategy to guide new members through the beginning of their journey and keep them on track as they are moving throughout the journey. This has been a massive technical feat with numerous teams involved in bringing this to life.
With great collaboration, we have been able to deliver an onboarding system that serves behavioral content in a flexible, customizable, and fun way for the members. The experience can also be tailored based on membership type. Content can be updated and changed in real time without requiring an app release, and we have the ability to A/B test all elements of the experience from content to features. Members will feel encouraged and celebrated as they learn the new program and the WW ecosystem, and we will keep learning and iterating on what works best for them. Meeting our members where they are is core to our strategy. With PersonalPoints, we are delivering the individualized tools, support, and inspiration at the right time.
Thanks, Michael. My name is John Mandell, and I'm WW's SVP of Global Membership and Commerce. As always, our primary focus at launch is onboarding our current members to the new program and experience, building a network of millions of WW members who can advocate for the program and inspire others to join. We began a teaser campaign to members in the week before launch to generate interest about what was to come. Then, on November 8th, we launched an omnichannel member marketing campaign to celebrate the new program and make the transition as easy and as exciting as possible. All members received a digital PersonalPoints program guide, which is available in-app, showcasing what they need to know about the program, how it is individualized for them, and how for the first time we have three simple ways to earn more points.
In addition, we have refreshed the packaging on our consumer products across all global markets and are launching new SKUs in retail and on our e-commerce marketplace. No program innovation would be complete without a new collection of WW Healthy Recipes. We launched an interactive PersonalPoints cookbook with easy app tracking built into every page. Our coaches are introducing members to PersonalPoints in our workshops, both in-person and virtual. We introduced the new program to our coaches in early September, providing them with the training and tools to experience PersonalPoints not only to be a resource for our members, but also to be our strongest advocates. Our Digital 360 coaches have been delivering members helpful and inspiring content and coaching about their life on the program.
Tonight, for all members, we will be hosting a live virtual event led by our behavioral scientists and WW coaches to help members with strategies to adapt and stay on track. I will now turn it over to Cindy to talk about how we'll be marketing PersonalPoints.
Hi, everyone. I'm Cindy Gustafson, WW's Chief Marketing Officer. More than ever before, consumers are looking to lose weight, to be healthy, and to improve their lives. As the authority in weight loss and wellness, WW has a significant role to play as the leader in weight loss and wellness in this world. As we launch our groundbreaking new program innovation, we've designed our most dynamic winter campaign to date, ensuring an unmissable presence as we launch the new WW PersonalPoints program. We started with campaign research, listening to our consumers, and we heard one theme reverberate throughout all markets: "I don't ever again want to pause my life to lose the weight." Inspired by this insight, our marketing campaign will highlight how the new PersonalPoints program fits seamlessly into your life because it is designed uniquely for you.
Because no two plans are alike, you'll be able to live the life you love and lose the weight you want. Beginning this summer, we selected hundreds of current members to join us on the new PersonalPoints program to learn and to hear straight from their experiences what the new program has meant to them, and more than three dozen of them across our global markets joined us to share their powerful stories of weight loss success as a part of the winter creative campaign. It's these members' stories of success in their own words that will bring the heart and the inspiration to this campaign launch. Our inspiring members will be joined alongside Oprah, our Chief Motivational Officer, as we like to refer to her, and she's going to be sharing her passion, her influence, and her perspective on the new program.
She'll have a consistent presence in both our short-form and our long-form Digital First video creative to build excitement and conversation around this campaign unlike anyone else can. And then we've got James Corden. He is so excited about his experience, about his weight loss, and most importantly, about the difference in how he feels as he's been on this journey with us. He plays a critical role in illustrating program efficacy with his own success story and bringing his sense of humor alongside members and prospects to really help showcase what makes this program so different from all of the rest out there. We're also going to unleash James, along with our fellow member and Tony Award-winning actress, Annaleigh Ashford, right in time for the holidays with longer-form seasonal video content to further seed the program and inspire others to have a very healthy, happy holiday.
With our WW members alongside Oprah and James in the U.S. market and then in our international markets, our ambassadors include Pernilla Wahlgren in Sweden, we've got Chris Marques in France, and we've got Jackie O in Australia. This campaign is set up for great success. Now, let me just show you a little sneak peek, not all of it, but a little sneak peek of a few of the things that we have in the works.
Quiet on the set, please. They are a great way to add a little sweetness and. Yeah. Yeah, no, I know, but I just figured, you know. Let's do it again. Ready? When I say W, you say W. W, W, W. When I say Personal Points plan, you say? Don't worry about it. Don't worry about it. WW is taking a different approach to weight loss with the all-new PersonalPoints program. There's never been another weight loss plan like it. Your plan is designed 100% for you. I love the new program because it factors in who you are as a person. Cool, right? You can even eat this if you want to. You can eat this and these in the same, I mean, not at the same time. I wouldn't do them at the same time. This was the first time I was able to lose weight and keep it off. I feel total freedom. There's nothing I can't eat, nothing I can't drink. The possibilities are endless.
Oh, I see what you did there. Because the possibilities, see, is because normally you'd say the possibility. Don't worry about it. Your goals, your needs, your life, the greatest gift you can give yourself is to live the life you love, lose the weight you want. Cheers. And that's a wrap, guys.
But of course, our creative is only as impactful as the media that powers it. And we've designed an audience-first strategy to drive sign-ups to the new PersonalPoints program. In the past, we've debuted the program in November, and then we've erred on the quieter side until the big reveal on December 26th. But being top of mind and driving buzz leading up to our core season has never been more critical. And as we enter the post-holiday season, WW will be unmissable with omnipresence across linear and streaming TV, YouTube, social, programmatic, audio, search, affiliate, and branded content, along with high-visibility placements across all major New Year's Eve broadcasts. In addition, we'll drive scale with tastemakers and influencers who are living the WW PersonalPoints program, demonstrating to millions the power of WW and their results.
This winter's marketing campaign is set up to recruit lapsed and prospects and inspire confidence for the new PersonalPoints program around the world. We are so excited to showcase this new innovation and WW's competitive advantage as the leader in weight loss and wellness. Thank you so much, and now I will turn it back over to Mindy.
Thank you, Cindy. As you can tell, we are confident that PersonalPoints will resonate with consumers, create excitement, expand our global impact, and most importantly, provide a trajectory for profitable growth in 2022 and beyond. PersonalPoints has launched at just the right time. We believe the combination of this new program and the traditional New Year's reset moment will spark increased interest as consumers recommit to their health and wellness during the important winter season. A big thank you to all our global teams for all of your incredible work in the development, preparation, and successful implementation of this innovation launch. The cross-functional effort that has to go into the creation of a food program like this and bringing it to life is unparalleled, and it truly showcases the competitive advantage of WW with our proven program based on nutrition and behavior change science. This is our moment.
With our most advanced program ever, we have the power to deliver on our brand promise more than ever. PersonalPoints is absolutely revolutionizing everything we and others know about weight loss and wellness. PersonalPoints is the most personalized, flexible path to sustainable weight loss. It's your journey, and you're in control, and no two plans are alike. You can live your fullest life with no restrictions and no deprivation while still losing weight. WW has been the leader in this space for over 50 years, but PersonalPoints is going to remind the world exactly why WW is the most trusted weight loss and wellness program. Our goal is to deliver on our mission. We inspire healthy habits for real life, for people, family, community, the world, for everyone, and be the brand that truly democratizes wellness for all.
Thank you. Hello, everyone. We hope you're as excited as we are about our new PersonalPoints program and our plans for the upcoming winter season. So joining me now are COO Nick Hotchkin and our Chief Scientific Officer, Dr. Gary Foster, and we are happy to take your questions about our program innovation. So I'll now turn it over to Corey Kinger, our VP of IR, who will be moderating.
Thanks, Mindy. For everyone listening live, if you have any questions, please submit them using the Ask a Question tab on the right side of the webcast player. For our first question, are there any opportunity or features within the new program that you think will drive incremental stickiness? How is the new program designed with that in mind?
The entire process of designing the program was to create increased engagement, which obviously leads to member success. So if you look at this, it's really three innovations in one, and each part of the innovation increases engagement and interest. So if you look at personalization, which we know is critical to everyone right now and is an expectation, this is ultra-personalized for you. No two plans are alike. The second is we know there's a lot of consumer interest in nutrition, especially among younger consumers. So the change in algorithm reinforces the science of what we do. And then the third is this idea of adding positive points for healthy behaviors. And part of that is the behavior change of gamification. I'll do these things for myself, but it will also have a benefit.
Clearly, that's what we're already seeing with the launch of the program, which is increased engagement across all the areas of the program.
Thanks, Mindy. Do you believe the new plan will resonate more strongly with the younger demographic? What features are new or incremental that you believe will drive that favorability?
Right. Well, similar to what I just said, this idea of both personalization and motivation for the things you do on behalf of your healthy habits is what we're already seeing. And I just, you know, fun fact, just in a few days since launch, higher engagement across we already had two million points, one for hydration, 16 million points for eating healthy vegetables, 60 million points for fitness. So across every area, we're seeing that dynamic.
What initial feedback are you hearing from members? Are there any changes in cancellation trends? And, point of clarity, is everyone rolled onto the new program starting today?
So first part of the question, we are seeing really positive conversation across our members. Now, does that mean there aren't ever a few members who are a little resistant to change and they have to get there? But it is the very small minority. Most of our members like the idea of having so much more than they had before around personalization and their own PersonalPoints. So across all of those areas, we're seeing positivity. We have absolutely seen zero impact relative to cancellation, pretty consistent. And actually, the program itself doesn't even come up as a reason for cancellation. And I think it's because of, A, how seamless the rollout was, B, the conversation in our communities have been very positive. And actually, we've seen engagement right from the start about people taking the assessment.
Actually, with the assessment, you can take it more than once to ensure that you feel the ZeroPoint foods that you're being able to get are right for you. We are seeing that across the board.
Great. Thanks. What are your expectations for capturing a greater percentage of people with diabetes? Is there a plan for a greater portion of marketing efforts to specifically target people with diabetes? And is there any channel or partnerships you'd expect to use versus traditional channels?
We're thrilled that for the first time, people living with diabetes have a customized program at WW, which they access via our onboarding questionnaire. So far, about 5% of our members have self-identified as living with diabetes to access that tailored program. And of course, we also have many people on our program who have lost substantial weight with WW, so no longer need that customized program. In terms of the opportunity, when we look at our target market, about 12% of overweight and obese people are living with diabetes. And so that shows why not only for our B2C business, but for our B2C business, this diabetes program is a game changer for us. It's key to our innovation pipeline. It's key to our go-forward marketing pipeline. And yes, I think there are terrific partnership opportunities also.
Great. Thanks. A question for Gary. Will you be publishing the results of the clinical trial with UConn? And can you provide more specifics on what is meant by statistically significant weight loss?
Sure. Getting our results out into the scientific literature is critically important for us. We're really proud that we've published already over 125 papers in the scientific literature. So the investigators at the University of Connecticut are, as we speak, writing up the manuscript for submission to a scientific journal. In terms of the weight loss, the NIH has defined 5% as the criterion for clinically significant weight loss, meaning that it brings about improvements in quality of life, in blood pressure control, and in diabetes control. And I'm happy to report that the weight losses we achieved in this six-month trial exceeded that 5% criterion.
Great. Thanks. A follow-up question on that. The press release mentioned other positive outcomes in addition to weight loss. Can you detail what those are around well-being, activity, sleep, etc., and how that fits into WW's holistic wellness goals?
Sure. It really was impressive. I think, as you saw in the video already, we had changes in physical activity, decreases in sitting time. The other benefits that we didn't mention there really speak to livability. There are decreases in hunger, decreases in cravings. That makes the program more livable and more sustainable. We also saw improvements in quality of life. We saw improvements in well-being. We saw improvements in sleep quality. And that's really what members are looking for. We need to deliver on the scale weight loss measurable benefits, but we also need to deliver these non-scale victories that are part of a broader wellness ecosystem that our members are looking for.
Great. A follow-up also on the subject of the wellness ecosystem. We know the plan involves nutrition, but any more we could discuss about our plans beyond weight into overall wellness and activity?
Clearly, we have been on the journey of building out our entire ecosystem of wellness for our members over the last number of years. For example, if you look at fitness, we have ramped up our video fitness offerings. We have a strategic partnership with Obé. We added our sleep tracking, which has had higher engagement. We integrate with all fitness devices across both fitness and sleep. Mindset and motivation, we've significantly ramped up our content. Something else that's really important is it's not just the content kind of in the app. We have really been enabling and diversifying our coaches across all of these areas. So we have coaches who are experts in nutrition, who are experts in fitness, who are experts in yoga and mindset. How are they communicating that to our members and utilizing this idea of on-demand content and coaching?
You will continue to see our investment in that, as well as our coaches being significantly more external-facing, particularly with the launch of PersonalPoints.
Great. And actually, to that exact point, we had another question come in. Can you discuss how the personalized food plans as well as the activity features synergize with that coach-led model?
Look, coaching and community are core to our brand since its inception, right, and the community factor of what we do, particularly when we launch a new innovation, is very powerful because you want that word of mouth internally to keep your existing members motivated and get them to adopt the new program, but, in particular, externally for that word of mouth. We've also, as I said earlier, we've really looked at diversifying our entire coach community as we look to attract new audience, and whether that's through our physical workshops. We've seen incredible engagement in our virtual workshops, particularly since the launch of PersonalPoints, and in everything from our D360 coaches to even our capabilities around chat with a coach, so it's a complete ecosystem of coaching, and then we also offer one-on-one personal coaching, and we've diversified that group of coaches as well.
Great. We have no additional questions at this time, so I will turn it back to Mindy.
So thank you, everyone. PersonalPoints is truly our most innovative program to date. And I just want to say it one more time. This team really created four innovations in one with individualized plans, including their very own ZeroPoint foods list, custom-built for each member, our most advanced food algorithm, the ability to add points for healthy behaviors, and even further personalization with the ability to create tailored plans that meet the needs of people living with diabetes. So thank you again for joining us today. We are confident that PersonalPoints will resonate with consumers, create excitement, expand our global impact, and truly provide a trajectory for profitable growth in 2022. Thank you.