Consumers seek to transform themselves, moving from one state of being into another; however, much of the literature that touch upon consumer transformations appears to be concerned with identity projects (i.e., Arnould and Price; Belk and Costa 1998; Kozinets 2001) or with simple modification of the self (i.e., Gimlin 2002; Pitts 2003; Sanders 2008). We take a different approach to understanding consumer transformations by understanding it as something much more than simply modifying the body with a tattoo or plastic surgery or developing an identity that one can carry around like a costume one wears to a party. Instead, we view consumer transformations as a full-body experience where the individual transforms him or herself from one state of being into another. In the case of our research, the consumers we investigate have undergone gastric bypass surgery which allows them to literally as well as figuratively transform themselves from an obese person into a much smaller.