EXHIBIT 3.11

                          CERTIFICATE OF INCORPORATION

                                       OF

                          WEIGHT WATCHERS DIRECT, INC.

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            The undersigned, a natural person, for the purpose of organizing a
corporation for conducting the business and promoting the purposes hereinafter
stated, under the provisions and subject to the requirements of the laws of the
State of Delaware (particularly Chapter 1, Title 8 of the Delaware Code and the
acts amendatory thereof and supplemental thereto, and known, identified, and
referred to as the "General Corporation Law of the State of Delaware"), hereby
certifies that:

            FIRST: The name of the corporation (hereinafter called the
"corporation") is WEIGHT WATCHERS DIRECT, INC.

            SECOND: The address, including street, number, city, and county, of
the registered office of the corporation is the State of Delaware is 32
Loockerman Square, Suite L-100, City of Dover 19901, County of Kent; and the
name of the registered agent of the corporation in the State of Delaware at such
address is The Prentice-Hall Corporation System, Inc.

            THIRD: The purpose of the corporation is to engage in any lawful act
or activity for which corporations may be organized under the General
Corporation Law of the State of Delaware.

            FOURTH: The total number of shares of stock which the corporation
shall have authority to issue is one thousand. The par value of each of such
shares is one dollar. All such shares are of one class and are shares of Common
Stock.

            FIFTH: The name and the mailing address of the incorporation are as
follows:

           NAME                                 MAILING ADDRESS
           ----                                 ---------------

      Athena Amaxes                       15 Columbus Circle
                                          New York, N.Y.  10023-7773

            SIXTH: The corporation is to have perpetual existence.


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            SEVENTH: Whenever a compromise or arrangement is proposed between
this corporation and its creditors or any class of them and/or between this
corporation and its stockholders or any class of them, any court of equitable
jurisdiction within the State of Delaware may, on the application in a summary
way of this corporation or of any creditor or stockholder thereof or on the
application of any receiver or receivers appointed for this corporation under
the provisions of ss. 291 of Title 8 of the Delaware Code or on the application
of trustees in dissolution or of any receiver or receivers appointed for this
corporation under the provisions of ss. 279 of Title 8 of the Delaware Code
order a meeting of the creditors or class of creditors, and/or of the
stockholders or class of stockholders of this corporation, as the case may be,
to be summoned in such manner as the said court directs. If a majority in number
representing three fourths in value of the creditors or class of creditors,
and/or of the stockholders or class of stockholders of this corporation, as the
case may be, agree to any compromise or arrangement and to any reorganization of
this corporation as consequence of such compromise or arrangement, the said
compromise or arrangement and the said reorganization shall, if sanctioned by
the court to which the said application has been made, be binding on all the
creditors or class of creditors, and/or on all the stockholders or class of
stockholders, of this corporation, as the case may be, and also on this
corporation.

            EIGHT: For the management of the business and for the conduct of the
affairs of the corporation, and in further definition, limitation, and
regulation of the powers of the corporation and of its directors and of its
stockholders or any class thereof, as the case may be, it is further provided:

            1. The management of the business and the conduct of the affairs of
      the corporation shall be vested in its Board of Directors. The number of
      directors which shall constitute the whole Board of Directors shall be
      fixed by, or in the manner provided in, the Bylaws. The phrase "whole
      Board" and the phrase "total number of directors" shall be deemed to have
      the same meaning, to wit, the total number of directors which the
      corporation would have if there were no vacancies. No election of
      directors need be by written ballot.


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            2. After the original or other Bylaws of the corporation have been
      adopted, amended, or repealed, as the case may be, in accordance with the
      provisions of ss. 109 of the General Corporation Law the State of
      Delaware, and, after the corporation has received any payment for any of
      its stock, the power to adopt, amend, or repeal the Bylaws of the
      corporation may be exercised by the board of Directors of the corporation;
      provided, however, that any provision for the classification of directors
      of the corporation for staggered terms pursuant to the provisions of
      subsection (d) of ss. 141 of the General Corporation Law of the State of
      Delaware shall be set forth in an initial Bylaw or in a Bylaw adopted by
      the stockholders entitled to vote of the corporation unless provisions for
      such classification shall be set forth in this certificate of
      incorporation.

            3. Whenever the corporation shall be authorized to issue only one
      class of stock, each outstanding share shall entitle the holder thereof to
      notice of, and the right to vote at, any meeting of stockholders. Whenever
      the corporation shall be authorized to issue more than one class of stock,
      no outstanding share of any class of stock which is denied voting power
      under the provisions of the certificate of incorporation shall entitle the
      holder thereof to the right to vote at any meeting of stockholders except
      as the provisions of paragraph (2) of subsection (b) of ss. 242 of the
      General Corporation Law of the State of Delaware shall otherwise require;
      provided, that no share of any such class which is otherwise denied voting
      power shall entitle the holder thereof to vote upon the increase or
      decrease in the number of authorized shares of said class.

            NINTH: The personal liability of the directors of the corporation is
hereby eliminated to the fullest extent permitted by the provisions of paragraph
(7) of subsection (b) of ss. 102 of the General Corporation Law of the State of
Delaware, as the same may be amended and supplemented.

            TENTH: The corporation shall, to te fullest extent permitted by the
provisions of ss. 145 of the General Corporation Law of the State of Delaware,
as the same may be


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amended and supplemented, indemnify any and al persons whom it shall have power
to indemnify under said section from and against any and all of the expenses,
liabilities, or other matters referred to in or covered by said section, and the
indemnification provided for herein shall not be deemed exclusive of any other
rights to which those indemnified may be entitled under any Bylaws, agreement,
vote of stockholders or disinterested directors or otherwise, both as to action
in his official capacity and as to action in another capacity while holding such
office, and shall continue as to a person who has ceased to be a director,
officer, employee, or agent and shall limit to the benefit of the heirs,
executors, and administrators of such person.

            ELEVENTH: From time to time any of the provisions of this
certificate of incorporation may be amended, altered, or repealed, and other
provisions authorized by the laws of the State of Delaware at the time in force
may be added or inserted in the manner and at the time prescribed by said laws,
and all rights at any time conferred upon the stockholders of the corporation by
this certificate of incorporation are granted subject to the provisions of this
Article ELEVENTH.

Signed on August 10, 1993.

                                                ------------------------
                                                        Incorporator