BURN 101: The Biggest “Enemy” of the Fitness Business…
In almost 20 years in the fitness and nutrition business, I’ve determined who/what is the biggest hindrance to my success as a fitness and nutrition professional.
It’s not the fast food industry… My clients know fast food is bad, even if they still eat it.
It’s not alcohol… Again, my clients know that alcohol is empty calories, and sets them up for fat gain.
It’s not the internet, TV, Crossfit, GMOs, bacon, or processed carbs…
The biggest obstacle, hindrance, struggle, failure-inducer, and headache to the Fitness and Nutrition Professional is… The FAT-LOSS INDUSTRY!
Yes… There’s a HUGE difference between the fitness and nutrition industry, and the fat-loss industry. Many shady “Fitness Professionals” cross over and constantly spew the same nonsense lies that the fat-loss industry has for decades, but the multi-billion dollar advertising and marketing juggernaut that is the fat-loss industry is the biggest “accepted” scam in the history of American consumerism! Most of the “Fitness Pros” that push this crap do it because they don’t understand or even believe their OWN PRODUCT.
Why is the fat-loss industry my biggest “enemy”??? Because the fat-loss industry has completely brainwashed the average American into thinking that there is out there… somewhere… a magic pill, a magic shake mix, a magic herb… that will allow them to look like the model holding the box by simply ingesting their product for a short few weeks!
And despite the fact that NOT ONE single product out of literally TENS OF THOUSANDS of products through the years has ever come even close to producing the “results not typical” promised in the infomercial, magazine ad, or internet marketing blitz… Americans still spend BILLIONS of their hard earned money on this crap.
Despite what the article in Shape magazine spouts… you CANNOT get a fitness model physique by doing “5 minutes per day” of ANY exercise. Despite what QVC spews out, there is no “waist trainer” (AKA girdle) that will magically slim your waist… except when it’s ON and compressing your digestive organs doing whatever horrible damage can be done by constricting your intestines and giving you a hiatal hernia by squeezing your stomach up out of your gut into your ribcage…
All of these get-skinny-quick products, diets, creams, pills, and programs simply feed on the biggest weakness of disparate consumers … First… Everybody wants everything NOW! Quickly… effortlessly… and without actually breaking a sweat. Second… They prey on our biggest insecurity… appearance. They pay no heed to health, or function, simply to appearance. Even if that appearance is completely impossible to achieve with the consumer’s genetic body structure, type, age, etc.
The model on the advertisement has worked HARD for years lifting weights, sweating through high intensity cardio, and watching/counting every morsel of food they put in their mouth because their body IS their CAREER. They don’t look the way they look because they took a skinny-pill!
Why is this an issue for me???
These same consumers eventually work their way into my business, and are confronted with the TRUTH.
What are the truths they ignore for the sake of robbing your money?
In almost 20 years in the fitness and nutrition business, I’ve determined who/what is the biggest hindrance to my success as a fitness and nutrition professional.
It’s not the fast food industry… My clients know fast food is bad, even if they still eat it.
It’s not alcohol… Again, my clients know that alcohol is empty calories, and sets them up for fat gain.
It’s not the internet, TV, Crossfit, GMOs, bacon, or processed carbs…
The biggest obstacle, hindrance, struggle, failure-inducer, and headache to the Fitness and Nutrition Professional is… The FAT-LOSS INDUSTRY!
Yes… There’s a HUGE difference between the fitness and nutrition industry, and the fat-loss industry. Many shady “Fitness Professionals” cross over and constantly spew the same nonsense lies that the fat-loss industry has for decades, but the multi-billion dollar advertising and marketing juggernaut that is the fat-loss industry is the biggest “accepted” scam in the history of American consumerism! Most of the “Fitness Pros” that push this crap do it because they don’t understand or even believe their OWN PRODUCT.
Why is the fat-loss industry my biggest “enemy”??? Because the fat-loss industry has completely brainwashed the average American into thinking that there is out there… somewhere… a magic pill, a magic shake mix, a magic herb… that will allow them to look like the model holding the box by simply ingesting their product for a short few weeks!
And despite the fact that NOT ONE single product out of literally TENS OF THOUSANDS of products through the years has ever come even close to producing the “results not typical” promised in the infomercial, magazine ad, or internet marketing blitz… Americans still spend BILLIONS of their hard earned money on this crap.
Despite what the article in Shape magazine spouts… you CANNOT get a fitness model physique by doing “5 minutes per day” of ANY exercise. Despite what QVC spews out, there is no “waist trainer” (AKA girdle) that will magically slim your waist… except when it’s ON and compressing your digestive organs doing whatever horrible damage can be done by constricting your intestines and giving you a hiatal hernia by squeezing your stomach up out of your gut into your ribcage…
All of these get-skinny-quick products, diets, creams, pills, and programs simply feed on the biggest weakness of disparate consumers … First… Everybody wants everything NOW! Quickly… effortlessly… and without actually breaking a sweat. Second… They prey on our biggest insecurity… appearance. They pay no heed to health, or function, simply to appearance. Even if that appearance is completely impossible to achieve with the consumer’s genetic body structure, type, age, etc.
The model on the advertisement has worked HARD for years lifting weights, sweating through high intensity cardio, and watching/counting every morsel of food they put in their mouth because their body IS their CAREER. They don’t look the way they look because they took a skinny-pill!
Why is this an issue for me???
These same consumers eventually work their way into my business, and are confronted with the TRUTH.
What are the truths they ignore for the sake of robbing your money?
- Even competitive physique athletes who eat
weighed and measured super-restrictive meals plan for 1-2 pounds per week of
fat loss per week. NO MORE! Fat loss, while holding onto your muscle
which fuels your metabolism, takes TIME.
Rapid loss is possible, but rapid loss is followed by rapid regain 100%
of the time! With permanent damage to
your ability to lose future body-fat!
- You cannot POSSIBLY lose fat without eating
fewer calories than you burn, or burning more calories than you eat! Adding a pill, or a shake, or an herb to you
current diet and exercise routine will NOT change anything. If you read the fine print on EVERY
weight-loss product on the market you will read the following: “when combined with a sensible diet and
exercise program”. That sensible diet
and exercise program means a SMALLER diet, and MORE exercise.
- You CANNOT do enough exercise in “5 minutes per
day” to make ANY significant permanent change to your body. MAYBE 15 minutes per day of intense sprinting
alternated with 15 minutes of intense strength training 6 days per week… But 5 minutes of ANYTHING is not enough.
- There is NO DIET that can effect permanent
change to your body! CLARIFICATION… There are many things you can do in the way
of life-long nutritional changes that will make a HUGE difference, over
time! But any meal pattern that is
designed to last ONLY a week or two will not be a healthy long-term
alternative. They can make a week of
impact, but as soon as you go back to your old “normal”, your body will return
QUICKLY to it’s old “normal”… FAT.
As a REAL Fitness and Nutrition Professional, I struggle non-stop to erase this mentality from the heads of new clients, and potential clients. I guess when you hear a lie over and over and over long enough, it starts to sound like the truth. Even though these people have tried EVERY one of these scams to desperately lose weight that has accumulated over YEARS of excess and inactivity… for some reason they are CONVINCED that the next miracle product they waste their money on will finally WORK!!
It won’t.