Sunday the business section of the NY Times had a big feature on the P90X fitness phenomenon. You know, the 90 day XTRMEME fitness program sold by a guy named Tony Horton on cable infomercials. In fact, the day befroe the article was published I watched a few minutes of one of the infomercials while working out on the ellyptical in the gym.
But Wait! There's More!
Hit the link - a good and fun article about the dual phenomenons of infomercial selling and fitness.
IT’S 3 a.m., and Tony Horton is talking to you, couch potato.
“Get absolutely ripped in 90 days!”
Viewer, check out those abs, those pecs, those glutes.
“Guaranteed or your money back!”
This man is 52 years old — and probably buffer than you’ll ever be.
“All for three easy payments of $39.95!”
On televisions across America, Tony Horton is selling a burning-sweat vision of physical fitness, and these days, a lot of people are buying. He is the pitchman and wise-cracking star of a brutal, make-it-stop workout called P90X, and he has won converts from Hollywood to Capitol Hill. The singer Sheryl Crow, the sportscaster Erin Andrews, the former NFL quarterback Kurt Warner, Representative Paul Ryan and a dozen or more of his Congressional colleagues, and the list goes on and on.
P90X fans swear by the workout, a mix of jumping, yoga, martial arts and strength training that, in fact, isn’t all that revolutionary. But the secret of P90X’s success is the marketing: Mr. Horton and his business partners say they have built a $400-million-a-year empire on what, to many, might seem like a foundation of schlock: TV infomercials.
The early P90X infomercials bombed. But that changed when, at Mr. Daikeler’s urging, customers like “Dallas C.” and “Kristy M.” began sending in before-and-after pictures, now featured on the company’s infomercials and Web site. More than three million copies have been sold since then, with sales increasing every year through 2010 (they are currently running even with last year), company officials said.
Now Mr. Daikeler, 47, wants to more than double his annual sales to $1 billion. To do so, he will have to move beyond the buff clientele who have embraced P90X to an even bigger market: Americans who are overweight or nowhere near as fit as they need to be to keep up with P90X.