When Medifast started out, it followed a different model than they do now. Instead of having people come to them to lose weight, they went to where the people were. They set up shop in gyms and health clubs and offered their services to members. The problem with this approach is that it didn't scale well. As Medifast grew, they found it increasingly difficult to maintain a presence in all the gyms and health clubs they were in. This is one of the reasons why they decided to change to the Optavia model. With Optavia, Medifast has its own branded centers where people can go to lose weight. This allows Medifast to control the environment and people's experiences when trying to lose weight. It also provides Medifast a more comprehensive service than they could offer in gyms and health clubs. Optavia is a better fit for Medifast because it allows them to provide a complete solution for people who want to lose weight. It also helps Medifast scale its business more effectively.