“Being healthier is not just about weight anymore. It’s about overall health and wellness – being your best self,” said Weight Watchers CEO Mindy Grossman. “By capturing and sharing his process, DJ Khaled will enliven and inspire his community, showing that it’s possible to integrate health habits into your life.” DJ Khaled has been named the social media ambassador and as a result the shares of Weight Watchers rose more than 6%. Khaled has already lost twenty pounds on the new ‘Freestyle’ program and is sharing his progress on his social media channels. The new Weight Watchers ‘Freestyle’ plan now includes more than 200 ‘zero points’ foods that users don’t have to portion or track and also allows for new SmartPoint followers. The American music producer has a very large social media presence, including 9 million Instagram followers. Khaled explained that he’s being motivated by his 14-month-old son, Asahd, to begin a healthier lifestyle. “This is an impactful marketing ploy for Weight Watchers since Oprah Winfrey. It shows their efforts to attract a younger demographic and stay trendy. Traditionally dieting has always been aimed at females but with more anxiety around personal experience it’s quite an opportunistic target to bring a male on board. Whether DJ Khaled will have the same impact on Weight Watchers as Oprah has is yet to be seen. But…it is Oprah.