Getting paid to lose weight

Imagine getting paid to lose weight.

As a weight loss coach, I've come across people who know they're overweight but are not interested in losing weight even when they know that doing so would improve their health. I wonder whether some of these people would lose weight if they were paid to do so.

Residents of the Italian town of Varallo have been offered money by the mayor in return for losing weight. More on this here. I'd be interested to see how many overweight people are motivated to shape up.