Mr. Katz, what do you think is the secret of your success with the L A Weight Loss Franchise system?

I founded the weight loss center concept in 1971 with the idea that if you provide one-on-one counseling with quality products and you hire people who really care and give them proper training, you will be successful. My first venture in this business was a company called Nutri/System. As for L A Weight Loss, we've grown to over 700 centers in the past decade and 350 franchise centers over the past seven years - and we're growing stronger every day. So what is my secret? At L A Weight Loss we have developed a full-proof program for healthy long-term weight loss success. Our menu plans and supplements are customized to meet each individual's needs, and the weekly, private, one-on-one counseling offers support and motivation along the way. That's where I think many of the other weight loss companies fall short; group meetings and selling product over the internet makes people feel as though they are "just a number" and eventually they fall off the program, doomed to regain the weight. We've done a fantastic job in getting our message out to the masses with strategic response-driven television, newspaper, radio, and direct mail advertising; each containing real-life accounts of weight loss success stories. But honestly, the results speak for themselves - the success stories are endless - a large part of our business is generated through referrals.

What direction do you see the weight loss industry moving in?

Today, people are concerned with their health and the health of their families - not just their weight. Our main focus now is on teaching our clients how to live an overall healthy lifestyle, including, but not limited to, a healthy diet plan. By the time they decide to try L A Weight Loss, many of our clients have already tried and failed multiple "diets". Ultimately, they are looking for more than just a menu. We provide them with the information and support they need to form healthy behaviors, habits and attitudes. We encourage physical activity and provide them with an easy exercise routine to get them started. This overall "healthy lifestyle package" is definitely what clients have been waiting for. I think this direction will keep the weight loss industry strong for the long haul. I also see the potential for new "lifestyle" programs to reach untapped demographics worldwide like teenagers or men. The potential is absolutely limitless. What territories, geographically speaking, do you currently have available for interested franchise developers?

Well we have officially sold out across the U.S. and Canada. So, currently our main focus is in UK. We are looking for a national multi-unit area developer. I foresee the U.K. being sold out by year-end. Also toward year-end we have planned openings for Australia and Central America and will be seeking owners for New Zealand and Mexico followed by South Africa, Spain and the Pacific Rim. But there has been an enormous amount of interest shown already in almost all of these territories, so I would suggest to anyone who is seriously contemplating ownership, that they contact us as soon as possible.

Are there any additions or new plans for the L A Weight Loss program and/or weight counseling services?

This year we launched the Free-to-Live program, which teaches clients not only how to eat a balanced diet, but to also live a healthy lifestyle. Each client receives a Free-to-Live success kit binder which includes a great amount of information on healthy cooking, tips for vacationing and dining out, exercising, staying positive...all aspects of living healthy. It really addresses all of the current needs of today's weight loss client. This program is now a permanent part of our basic service.

How has the Free-to-Live program been received?

The clients absolutely love it - and it has opened the door to many more opportunities as far as public relations, advertising and sales promotions. We are thrilled with the results....in fact we broke two sales-records franchise-wide, within the first month of its release!

In general, are you looking for area developers or single unit franchisees?

The most successful owners are those who own multiple centers. We have structured our territory offerings based on the media reach - so an offering will be in excess of ten units. This is the most economical way to go - if your advertising focus is on penetrating one region, you get greater reach for less dollars spent. Our structure is highly beneficial to aggressive developers - we reward groundbreakers with the right to maximize their investment by helping them get established and granting them room to grow. So, all of the territories contain ten or more locations and, yes, we are definitely looking for area developers.