What do weight loss drugs mean for a diet industry built on eating less, exercise?

abcnews.go.com:

New weight loss drugs are reshaping a dieting industry built on eating less and exercising more

NEW YORK — Ever since college, Brad Jobling struggled with his weight, fluctuating between a low of 155 pounds when he was in his 30s to as high as 220. He spent a decade tracking calories on WeightWatchers, but the pounds he dropped always crept back onto his 5-foot-5-inch frame.

A little over a year ago, the 58-year-old Manhattan resident went on a new weight loss drug called Wegovy. He's lost 30 pounds, and has started eating healthier food and exercising — the habits behind many commercial diet plans and decades of conventional wisdom on sustainable weight loss.

Yet Jobling's experience also has altered his perspective on dieting. He now sees obesity as a disease that requires medical intervention, not just behavioral changes. In fact, he thinks he will need to stay on a drug like Wegovy for the rest of his life even though it has taken some of the joy out of eating.

“I don't see how you can maintain (the weight) without medication,” Jobling said. “Obviously, it’s all about self-control. But I think it’s less of a struggle to really maintain healthy eating when you got that assistance.”

Like the lives of the people taking them, recent injected drugs like Wegovy and its predecessor, the diabetes medication Ozempic, are reshaping the U.S. health and fitness industries. They have proven successful in eliminating unwanted pounds more quickly and easily than consuming fewer and burning more calories alone. Such is their disruptive power that even established diet companies like WeightWatchers and brands like Lean Cuisine are getting makeovers.

Although celebrities like Oprah Winfrey have spoken publicly of the drugs as