About Movie

It sounds so good when they ask you...

Do you want 6 pack abs NOW!!!? How would you like to have the body of your dreams without ever working out again? Do you want to pack on MUSCLE FAST!!?

They need you to believe in their marketing.

The fitness industry is an ever changing vortex of science and fiction. Sadly, myths (fiction) seem to trump science more often than not in the media. This is to ensure the sales of goods, be it supplements, equipment, movies, books, etc, to an unknowledgeable body of people who often want effortless results. The faster the results, the better.

Companies employ these myths often.

We encounter these myths daily. One popular creatine product promises INSTANT results, while another claims to be "superior" and a magic powder that is scientifically engineered to maximize athletic ability. It's true that creatine aids recovery, but the process is not instantaneous. Claiming to have designed a "magic powder" plays on the public's hopes for a miracle pill or formula to significantly reduce the amount of work they must do to get fit.

Some companies go even further to monopolize on the publics want for fast results.

A well known supplement company claims that their protein product will allow you to "join top pros like Jay Cutler, and goes on to say "don't wait! Start adding the slabs of granite-hard muscle that are guaranteed to get you noticed everywhere, now!

Although protein (amino acids) is the building blocks of muscle, it takes time and dedication (as well as genetics) to achieve a large amount of muscle mass. This type of ad is geared towards people looking to achieve a bodybuilder's physique, and assuming that this product is used by top pros, they are willing to pay what ever price tag they place on it.

It doesn't end there...

We also see this in the marketing of fitness equipment. Electronic muscle stimulation devices, such as popular ab belts claim to eliminate the need for exercise. An ad for a new ab machine says you can get amazing results in five minutes a day by sitting and rocking. These ads show extremely ripped individuals smiling and having a wonderful time enjoying life to the fullest; who wouldn't want that? Even though it's impossible to have the body of the models displayed in these commercials without hard work, the companies sell the dream nonetheless.

Conclusion

With so many myths surrounding fitness, it's the duty of fitness professionals to inform the public (or at least their clients) of the truth.

Curley Birdsong III

Certified Fitness Trainer