OBJECTIVES: Efficacious medical or behavioral weight-loss programs are not routinely covered by insurance.  Understanding how patients value weight loss interventions by assessing their willingness to pay (WTP) is critical to translating findings from effectiveness trials into practice.  Upon completion of a randomized clinical trial comparing an in-person behavioral intervention to a phone/email/web-based intervention for weight-loss, we studied participants’ WTP and characteristics associated with WTP for continuing these programs. METHODS: POWER Hopkins is an NHLBI-funded 24-month randomized clinical trial of weight loss comparing in-person vs. call center directed coaching interventions plus web-based education and tracking support. At the end-of-study visit, we interviewed participants and used double bound dichotomous-choice to assess their WTP.  Using linear regression, we examined baseline characteristics (age, sex, income, race, education, and BMI) associated with WTP.   RESULTS: Of the 234 adults completing the trial to date, 206 (88%) reported on WTP.   Mean age was 57 years, 61% were women, 56.3% were White, mean BMI at baseline (2 years earlier) was 36.4 kg/m2, 33% had graduate or professional degrees, 61% had annual family income >$75,000.  Participants thought their intervention was worth $70.9 (95%CI 60.3-81.4), and they were willing to pay $49.6/month (95%CI 44.8-54.3).  Multivariate analysis identified race as a predictor of WTP: Whites reported mean WTP $18.2 (CI 8.0-28.3) less than African Americans. CONCLUSIONS: After completing a two year trial, the majority of participants in both groups were willing to pay similar rates to other commercially available weight loss products.  The surprising racial differences in WTP seen in this high SES group need to be further examined when trial weight outcomes are available.  After a free or fully subsidized period, it might be reasonable to implement a direct to consumer or cost sharing mechanism to better translate effective evidence-based weight loss interventions into practice.