If Fitness-Product Claims Seem Too Good to Be True . . .

The best and brightest advertisers know that losing weight and turning back the clock have become a national obsession. Consider that a staggering $1-billion worth of infomercial products are sold each year on TV, according to Steve Dworman, editor of Infomercial Marketing Report. In turn, the carefully crafted sales pitches have become adept at playing on our emotions. If you’ve ever fallen prey to this hype, I’m sure I could find a fitness gadget now hidden under your bed or resting as an object d’art on your coffee table. Take comfort in knowing you’re not alone.

I’ve heard all the claims before: “Rock-hard abs in only five minutes” or “Exercise in a bottle.” (Great, we never have to leave the couch.) I’m always curious about the seemingly attractive “three easy payments, only $49.99 plus shipping and handling.” Don’t they actually mean $149.97? Even if a fit and famous celebrity promises you “guaranteed” results, I’m inclined to caution you.

A woman once asked me why I wouldn’t tell my audience how to get “thinner thighs in three minutes.” She insisted that an infomercial had promised such a result. What could I do? I wasn’t going to make promises I couldn’t keep.

“TV infomercials that claim guaranteed weight loss are pulled off the air by the FTC 1/8Federal Trade Commission 3/8, so now the disclaimers 1/8to promises of 3/8 life-changing results in mere minutes are in very fine print,” Dworman says.

It’s no surprise that the fitness business has its fair share of bogus products to pitch. They’re not all scams, however.

For example, Billy Blanks, the famous seven-time World Martial Arts champion, has done wonders for the fitness industry with his Tae-Bo workout tapes sold via infomercial. Just be sure you have enough space at home to do the kicks. My friend Judy chipped her tooth when her sister accidentally kicked her in the mouth while following their Tae-Bo tape in a Manhattan loft.

But other than the promoters of these products, there are only a few organizations monitoring the true effectiveness of these devices.

One of them, the American Council on Exercise, recently enlisted a team of researchers to investigate the effectiveness of a boxing product called the Slam Man (a high-tech punching bag sold in an infomercial). In this study, the council’s exercise physiologist, Len Kravitz, and his research team from the University of Mississippi pitted their expertise against this product. “All in all, the Slam Man is an innovative product that takes the boxing out of the gym and brings it home,” says Christine Ekeroth, editor for the council’s magazine, FitnessMatters.

However, the Slam Man will cost you $299, plus about $40 for shipping and handling. A 25-pound bag costs about $60 at sporting good stores. Throw in the boxing gloves for an additional $40. Is the Slam Man that much better at more than three times the price?

As we approach this new millennium, be on the lookout for advertisers to ramp up and inundate the airwaves with more infomercials as they try to capture their share of your New Year’s resolution. If your Y2K resolution includes getting fit, I hope you won’t rely entirely on infomercial products you may have seen in the wee hours of the morning.

Certified fitness professionals say their most important fitness accessories include good shoes, free-weights, comfortable clothing, lots of water, great music, a positive attitude, fresh clean air, and “just doing it.” There is no need to overpay for any of these basic items and, best of all, the positive attitude is free.

For more information on fitness products, you can contact the council at (800) 825-3636 or at https://www.acefitness.com. Also, on Jan. 15, from 6 a.m. to 5 p.m., council professionals will answer your questions through their “Fitness on Call” hotline at (888) 397-2473. Anyone--whether veteran exerciser or New Year’s resolution-maker--can call to get up-to-date, accurate fitness advice. For information about certified kick-boxing instructors, contact the Aerobics and Fitness Assn. of America at (877) 968-7263.