As the weight loss industry turns its attention to the growing men’s marketshare, two celebrities are leading the charge for rival companies looking to dominate the space.

It’s time for Dan Marino to tap gloves with DJ Khaled and come out fighting. The Hall of Fame quarterback and social-media celebrity are on opposing sides in the battle for diet dollars as Nutrisystem Inc. and Weight Watchers International Inc. turn their attention to men in a market geared primarily toward women, writes Craig Giammona for bloomberg.com.

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Marino, the former Miami Dolphins quarterback and NFL commentator has been a spokesman for Nutrisystem for more than a decade. Khaled, a rapper with a huge fan base, has come on board with Nutrisystems largest competitor, Weightwatchers, to lure a younger, social-media savvy audience.

Nutrisystem has been on a roll: Its shares gained 52 percent in 2017 to close the year at $52.60. They’ve climbed in each of the past five years under CEO Dawn Zier, who took over in late 2012, when the shares wallowed near $8. The secretive hedge fund Renaissance Technologies is the third-largest holder of Nutrisystem stock.

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