Why is it that weight loss is an international multi-billion dollar industry which employs thousands and thousands of ‘experts’ and yet the world is just getting fatter?
Is it that the weight loss companies are spending their advertising money in all the wrong places, or is it that the fast food companies are simply spending more, or is it simply that people are too lazy to actually take advantage of all the information and products that are available to them?
Figures would suggest that people are trying to lose weight and will spend whatever it takes to achieve it, on the condition that they don’t have to do anything to get results.
Every other week, you can turn on the television and see some new powder, pill or gadget that will ‘guarantee’ you the body you have always dreamed of in only 6 easy payments. The thing is, by the time your easy payments are made, you’ve probably bought the next wonder machine.
It frustrates me to watch companies take advantage of people who quite simply don’t know any better, but that is and always has been the weight loss industries key to success.
Clients and friends often ask my opinion on anything new that comes along and my answer is invariably “any exercise is better than no exercise”. It doesn’t matter if you’re twisting or vibrating or holding a seductively momentous dumbbell looking gadget, in the end, if it elevates your heart rate you will burn calories.
In life you can only be sure of two things: death and taxes and in weight loss the only thing you can be sure of is that you need to burn more calories than you take in.
This is the part that most companies tend to leave out and the food companies will mislead consumers with. You see, these companies don’t want you to lose weight, because then you will no longer need to buy their products.
Here’s something I find amusing: A company can call a product ‘lite’ and it doesn’t have to be, because ‘lite’ isn’t a real word. On the other hand if the company uses the word ‘light’ to describe the fat or sugar content then it has to be.
Some companies use tricky labeling to mislead consumers. Next time you are in the supermarket, compare the Jalna yoghurt nutritional panels of the regular vanilla pot set yogurt and the ‘low fat’ version. This is actually something my girlfriend picked up on.
Firstly, on the low fat version they have reversed the columns so that the per 100gm and per serve tables are opposite, so at a glance the low fat version looks like the much healthier choice, where it is actually worse. It has much more sugar and only very slightly less fat, but enough to make the claim.
My advice to anyone that really wants to lose weight and not just line a company’s pockets is to be consistent with your exercise and nutrition. Talk to your personal trainer for professional nutritional advice and again before you buy anything that makes promises that seem to good to be true.
Ben London is the author of the popular personal training and fitness marketing blog; mybusinessisfitness.com.
Ben specializes in innovative marketing and promotion ideas as well as offering effective solutions for utilizing social media to develop fitness businesses based on 15 years experience within the industry.
For your FREE fitness business assessment and consultation, contact Ben at My Business Is Fitness.com. You can also follow him on twitter @mybizisfitness.