He does business in round figures.

Americans are 15 pounds heavier than they were 10 years ago. That weighs heavily on the mind of Richard McSorley. He's president of Charlotte-based Weighco of Florida, the second-largest Weight Watchers franchise in the United States. It operates Weight Watchers in North and South Carolina, Florida, Georgia and Alabama.

Like the other franchises, Weighco's volume has declined nearly 20% in a year. McSorley blames diet pills, health clubs and apathy. "Americans just don't care anymore," the former Marine captain complains. H.J. Heinz Co., which owns the Weight Watchers name and products, has promised to market them aggressively.

Weighco is being aggressive itself. It bought Weight Watchers franchises in Orlando, Jacksonville and Fort Myers, Fla., in February and expects to make more acquisitions. It also is experimenting in Florida with programs for families. "Childhood and adolescent obesity is a growing problem," McSorley says. Last year Weighco had revenues of $9 million and was active in 260 cities.

Weighco has 1,100 part-timers who run the weekly meetings. Customers weigh in, then spend time on diet, recipes, nutrition, group support and trying to change habits. It costs $110 for 10 weeks. All field staff have gone through the program. McSorley says he lost 20 pounds.

Ninety-seven percent of his customers are female, usually around 40. The typical client needs to drop 40 pounds but loses 20. "The really obese ones drop out," he says. "People who have a lot to lose sometimes can't stay with it."

McSorley, 53, grew up in Pittsburgh, the son of a contractor and a homemaker. He served in Vietnam from 1966 to 1970 as a weapons officer and navigator in a jet...