Existing research overwhelmingly demonstrates that obesity stigma is an ineffective means by which to reduce the incidence of obesity and that it promotes weight-gain. However, how stigma associated with bodyweight and size gets under the skin and is felt in the flesh has received far less attention. To attend to this blind spot, the origins of obesity are outlined, the possibilities for ‘healthy obesity’ are considered and the unhelpfulness of weight-based stigma are highlighted. Specific examples from research with weight-loss groups whose members were predominantly overweight/obese and of low-socio-economic status help to demonstrate what/how obesity stigma made group members feel. This provides a useful platform from which to offer guidance on how best to provide patient-centred care that is supportive and not stigmatising. This includes the use of an evidence-based comic that explores the everyday experience of weight-management and weight stigma titled ‘The Weight of Expectation’.