A few months ago my husband and I were watching television when an infomercial caught our attention, for a workout program that claimed to get you “absolutely ripped in 90 days.” We watched this informercial the whole way through, and learned about muscle confusion™, the 12 sweat-inducing workouts, the strict nutrition plan and, best of all, the results in the form of before & after pictures. These people went from normal to ripped in just 90 days! It was almost too good to be true… and with just 3 payments of $39.95 and a 90-day money back guarantee, who could go wrong?
I know that most men (my husband included) dream about having a six-pack and killer biceps, so this infomercial strikes a chord with them. After viewing enough before & afters, it was settled that he was buying this program and “getting ripped.” From September to the end of November he followed Tony Horton’s program by the book. (Well, he skipped Yoga X days, but I don’t blame him. I tried to do it with him and it was too long and boring.) I didn’t commit to the program, but I did do the occasional Kenpo, Plyometrics and Ab Ripper X (my favorite) to support him.
After those grueling 90 days, he was in the best shape of his life and became a true P90X supporter and evangelist. Five of his friends have since bought the program and are aiming to get ripped as well.
What surprised me the most about the whole thing was the conversations that I had with people about P90X. People love to talk about Tony and his cheesy one-liners, their favorite workout, or their most dreaded exercise (Heels to the Heavens). Most people have seen the informercial, have friends that did the program, or want to do it themselves.
P90X is part of pop culture now and has become a fitness revolution. Yes, this is a bold statement. With this type of revolution, I believe that Tony and the guys at Beach Body are missing out on a huge opportunity to incorporate promotional products or logo merchandise into their revenue stream. I checked their website for P90X merchandise I could buy my husband (as a joke… kind of) and the only thing I found was one t-shirt that had “P90X” on the front and “Bring It” on the back yoke (see image above). I did appreciate the product description: “You’ll get ripped, but your T-shirt won’t!”, but I think they can take their brand one step further. From promotional t-shirts, custom hats, and bumper stickers to sport towels, yoga mats and imprinted water bottles, the possibilities of marketing his program with promotional products are endless. If and when they decide to take my advice, I’ll be all over the T-shirt imprinted with Tony’s most famous motivational saying, “Do Your Best… Forget the Rest!”
