• by Jennifer Berger , February 22, 2007

New Year's may have passed, but diet sites continue to keep weight-loss resolutions front and center. According to a study by Hitwise, an online intelligence service, visits to the top 10 dieting Web sites increased by 57 percent on January 1, 2007 over December 31, 2006. So how are these URLs taking advantage of the masses' weighty concerns while creating marketing opportunities?

A new fitness section has been added to weightwatchers.com, with more than 100 instructional videos for stretching, toning, and increasing cardiovascular health. The site is offering first-time online subscribers a one-week free trial period through the end of March.

Another site benefiting from weight-loss hopefuls is biggestloser.com, whose traffic rose 146 percent on New Year's Day. Gym chain 24 Hour Fitness, supplier of gym equipment to the show since the first episode, continues taking advantage of the show's popularity. Brad Fogel, chief marketing officer of 24 Hour Fitness, says, "We built our promotion around 'The Biggest Loser' program online and in our club." Since, as Fogel admits, "most people aren't seeking to join gyms in the last quarter of the year," the clubs and 24hourfitness.com had a special offer: lose 15 pounds in 6 weeks with a trainer for $45. This helped boost sales during the slow months of September through November. Fogel recognizes the Web's importance: "Our site traffic is up 35 percent since fall 2006," he says.

However, Bill Tancer, gm of global research at Hitwise, warns of the pitfalls of this trend. "Plan for the burst of fitness and dieting activity during the first week of the year ... [It's] dramatic but very short-lived."