busting fitness industry hype

The new year--resolution time--rings in the busiest cash register season for the fitness industry. Whether it's a device sold over television or a club selling memberships, the industry uses some of the same tried and true marketing hype year after year. So for this holiday, I want to bust some hype the fitness industry perpetuates.

Hype: We guarantee, use our machine and you will see results in 30 days or your money back.

Fact: Yes, you will see results, with any consistent, rigorous change-up in your routine, whether it's this machine or something else. Secondly, this claim is aimed at people who generally do little to nothing now, so a dramatic change will be most assured. Thirdly, read the fine print: this guarantee is always accompanied by the addendum that you must follow the diet program included with your purchase, and a consistent caloric deficit will indeed produce a marked change in your physique, regardless of your physical activity.

Hype: Ripped model claims, "I've been using X-Flex for three months now, and I look and feel great!"

Fact: Make no mistake, this model has been laboring for a long time to achieve the physique you see in this meticulously created image, and he or she likely had the physique before getting hired to do the ad. Think about it: modeling is another cut-throat talent industry, and this model has worked hard to get into the position of even auditioning for this ad. Of course the model has been using the machine, because she needs to look natural using it. But that's not all she or he has been doing to look like that.


Here are some facts.

Milestones: If you're just starting a program, one milestone is the first month. That's significant; most people don't make it that long. Three months is the biggie. If you stick with your program for three months straight, your lifestyle will be genuinely changed, and you should be able to keep it up regularly.

Accountability: People who live as they believe they should when no one's checking are the exception rather than the rule. So be honest with yourself going in and if you expect you'll falter, set up support. People who start programs are more likely to stick with them if they have some accountability, whether it's working out with a partner or reporting to a personal trainer. At the very least, mark your work outs on your calendar to keep a visible check system in front of you.