This case explores three different organisations in the weight loss industry. In Europe, sales of weight-loss products topped £1Bn in 2013. 'All About Weight' grew much more quickly than forecast; recruiting 'consultants': ie self-employed individuals acting as the conduit or channel for the product grew very quickly and largely from individuals contacting the company rather than as is normal at start up. The CSIRO Total Wellbeing Diet book has been an acknowledged phenomenal success in terms of book sales since the first publication in 2005. The CSIRO Total Wellbeing Diet book and ever since it hit the book-shelves it has been a top seller across Australasia, and more recently in the US. The Lite N’ Easy weight management regime takes on a unique niche market position. It started in 1986 and offers the time-poor and busy person a home delivery service of calorie controlled measured portions of breakfast, lunch, dinner and snacks.Via the internet, customers can select from a choice of daily menus - at various prices. As the marketing material says, 'Eating well and losing weight is easy with Lite n' Easy because all the thinking, calorie counting, weighing and cooking has been done for you by our team of experts'.