As a personal trainer and fitness writer I have been exposed to more than my fair share of scams. You’ve got your Herbalife/Juice+/Aloe Vera shite. You’ve got Cambridge Diets, Detoxes and Cleanses, and your Wraps, fat-burners, and diet pills. All about as much use as a chocolate teapot!
They target us on facebook, google, in spam emails, and on our phones and they are making money hand over fist! Billion Pound industry in products that DO NOT WORK. Have no scientific backing (looking at you sauna suit), and a long term success rate in the 0.01% range. So why do people buy these products?
Hope that some cling film or a powder can do what diet after diet has failed to do. What running for 3 hours per week on a treadmill has failed to do … Make them skinny
These companies know exactly how to tap into your fears, your shame, your self-doubt and your worries. They can make you believe that you are ill, how many times have you heard “being overweight can lead to Type II Diabetes, heart failure, or strokes”?
Trust me, those companies are not writing those words for any moral reasons, they just want you worried. Because worried people buy shit.
And guys have it just as bad as women – don’t let anyone tell you different. “Buy this protein shake and you’ll look just like me” says the professional bodybuilder who has taken more steroids than Lance Armstrong. Take testosterone tablets, because 99% of guys have low T scores. Buy this pheromone so that women will be attracted to you, or take this pill to give you bigger biceps. Save your money guys. It ain’t gonna work.
My favourite example of this, is when Brad Pitt points to a picture of a male model in the film “Fight Club” and says “Is this what a real man looks like?” and laughs with his mate. Supposed to send the message that “real” men look normal – Fucking BRAD PITT! Who has been a male model and is consistently ranked as one of the sexiest men of all time. So even when Hollywood is trying to make men feel better about looking normal they fuck up.
What does work?
That will work, trust me I’ve seen it
Matt “Identifies more with Kevin Spacey anyway” Smith
Matt Smith is the owner of Beer N Biceps. He has a degree in Sports Science, 10 years of experience working in the fitness industry, and has written for hundreds of fitness websites. He is a lover of good quality beer and believes that drinking in moderation can form part of a healthy lifestyle.