I, Bodybuilder….Fitness Marketing 101

I Bodybuilder

Nobody does a better job marketing to amateur bodybuilders than the guys at T-Muscle.

And they may have outdone themselves with this program.

Just released this morning, people are already going nuts.

They are lining up to buy a supplement that costs 80USD and may only last for two weeks.

Prorate that over a year and we’re talking just over 2000USD.

And they’re begging to buy it.

Begging.

OH MY GOD THIS IS SO EXCITING I WAS LITERALLY SCREAMING AT THE TOP OF MY LUNGS EVERY 10 SECONDS WHILE READING THE ARTICLE.

So, my question is…

What do we need to do to get the general public this interested in their own health & fitness?

What buttons need to be pushed?

Imagine how quickly America’s obesity epidemic would be turned around if everyone got this excited about a new exercise  nutrition program.

300 million fitness junkies.

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11 comments

  1. This article is pretty funny, because I actually subscribe to T-Nation as well, because sometimes they have pretty useful articles.

    Though many people have a problem with the articles they put out strictly to market a Biotest product, I don’t actually mind that much. On the contrary, I find them pretty useful. It’s not every day that I can give my ocular muscles such a good workout by rolling my eyes so much in such a short amount of time.

    Joking aside, I actually did go to the forum to see some reactions and a few rational souls were able to see through the bullshit, but sadly not enough of them, considering the people in the T-nation forums have already drank the Biotest Kool-Aid. Still though, some of the promises they’re making about that program are damn near ridiculous. Methinks a big part of those ridiculous muscle gain figures is water retention, but if someone who is carb/creatine loaded already can put up some numbers like that, I’d hesitantly get in line for some of that Kool-Aid myself. I’m not holding my breath though.

  2. It really is sad to see what has become of T-Nation.com. A lot of the authors know a lot of stuff and write some great articles, but when they get in bed with some of this stuff, it’s a reflection on their character and IMO that bleeds into the trustworthiness of their entire being — including the literature they write.

  3. I wish there was a way that we could get people that excited about making lifelong lasting changes to their diet and fitness routines, but unfortunately that will never happen.
    People don’t want to face up to the facts that they are personally responsible for their own health. They just want the next supplement, the next diet shake, the next anything that takes the responsibility of eating well and exercising off them. That want the results without ever putting in the hard work.

  4. And I think that’s what this I Bodybuilder program is about…selling supplements.

    On one level, like you & jwcalla, I find it sad that people just want the magic bullet. And that companies know this and craft their marketing in a way to make that magic bullet seem even more magical. It makes them look like scumbags.

    But, one offshoot of this I Bodybuilder program is that a bunch of people are going to throw themselves into a very serious workout program. How much of the change in their bodies is going to come from the program + improved diet/lifestyle?

    We see this in lots of diet marketing…take our pill, follow a healthy diet, exercise hard, get a good night sleep, say your prayers & take your vitamins and we guarantee you will lose 5 lbs.

    What caused the weigh loss? The magic bullet or all of the other stuff?

    I am guessing it’s all of the other stuff. But if a magic bullet convinces you to do that other stuff???

    With that being said, I am NOT endorsing this product. I just think their marketing is going to get a bunch of people excited and very motivated.

  5. I’ve been reading muscle mags since I was 13, and I’ve got to say the ad/movie seems like just another in a long line of big promises made to sell high priced supplements that are, to say it nicely, exaggerated wildly. The kind of muscle growth the video claims strikes me as entirely unbelievable (outside of supplementation with the ultimate supplement- steroids or possibly H.G.H.).

    I could always be convinced otherwise, but it would have to come from a different source than supplement salesmen. Maybe if they showed me how I could eat a diet that would accomplish the same thing and DIDN’T require me to buy their supplement.

    Until then this seems little better than advertisements for x-ray glasses in the back of comic books.

  6. Haha, the x-ray glasses in the back of comic books reference gets me every time.

    To add to your point about muscle mag marketing, Tnation totally outdid themselves this time. They’ve been hyping this “secret” Anaconda supplement for years, keeping it under wraps, and now that their readers’ tension has reached a breaking point, they’re releasing it for the at-cost price of $90! How truly philanthropic.

  7. We’ll let our secret go for the rock bottom price of $90. Okay, how about 4 easy payments of $25??? (wait, isn’t that more?).

    I just wish guys who are on steroids or HGH would stop shilling for supplement companies (not saying that the guys in the above ad are using such substances). Yeah, you gained 20 lbs of muscle mass in 10 weeks from protein powder. HA! Can I buy a bridge from them too?

  8. BTW, with regard to your main point, I must say that the fitness community needs to do a better job policing these kind of things (not sure exactly how we might do that). But the magic bullet approach is the kind of thing that delegitimizes fitness in the eyes of many. Individuals buy the product (usually multiple products) and despite their best efforts they achieve success, but nowhere near the level of success promised by Hydroxycut or any number of other supplement distributors. The false promises lead to despair and disappointment; where folks should be excited about their significant gains instead they despair that they didn’t achieve unrealistic (but promised) results.

    Indeed, cruise the fat-0-phile blogs and you will see countless folks who have tried at least one or two supplements and/or diets. Their failure (more accurately the failure to achieve unrealistic results) left them embittered and open to the clap-trap of the fat-o-phile bloggers that they couldn’t possibly drop the weight. Would they be as disillusioned if supplement companies and book publishers didn’t promise pie in the sky promises of weight loss/muscle gain? Most likely not.

    These kind of ridiculous claims don’t benefit our fitness/exercise enthusiast community. Instead they make us look like a carnival side show and a bunch of naive rubes who would buy even the most expensive snake oil from the worst snake oil salesmen around. And that’s my two cents.

  9. Snake oil…Funny you mentioned that considering the new supplement is called Anaconda.

    Gotta love the irony

  10. Honestly, I’m extremely excited about this program myself. Do I plan on purchasing anaconda? No, due to the extreme cost. But I will be trying the program, and am hoping to get good results from it. Most people on t-nation aren’t looking for a magic pill, the majority of people on there have been training for years and are just looking for good advice from some great trainers. I personally have found alot of the information on the site quite helpful and have made gains from some of the recommended programs

  11. The whole reports are as a rule a garbage. To have the avarice of the people without training success, besides, will be good used around products to sell nothing.

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