“We needed to make extra money doing consulting to keep the lights on and to pay our employees while we developed more products,” Congdon says. While that program was moderately successful (and is still available for sale today), Daikeler and Congdon continued to do marketing consulting for other companies. Their first product was called Great Abs Guaranteed, which built upon the success of its predecessor, 8-Minute Abs, which Daikeler had created for a former business in which he was a partner. Carl Daikeler and Jon Congdon were already veterans of marketing products on television for the home fitness market when they partnered up in 1998 to found Beachbody, the marketing and production company behind P90X, Insanity, Turbo Fire, Slim in 6, Hip Hop Abs, and numerous other programs.īut Beachbody wasn’t an overnight success. While the face of P90X may be Tony Horton, the exceptionally fit trainer featured in the videos and the infomercials that have been steadily broadcast on late night TV for the past 10 years, the marketing brains come from within the Beachbody walls. In other words, the home workout market remains a huge market for entrepreneurs to tap into. There is perhaps some irony in the fact that as Americans as a whole have put on weight, they have simultaneously poured billions of dollars into buying home exercise programs championed by the likes of Jane Fonda, Suzanne Somers and Billy Blanks. It’s a trend that stretches back to perhaps the now late Jack LaLanne, who taught exercise and fitness to millions in the 1950s with his TV show that ran for an astounding 34 years. It seems that anyone who uses the program - which has been bought by some 3 million people since it made its debut as Power 90 back in 2001 - often becomes a walking advertisement for it, a fanatic even, as friends and co-workers invariably ask, “Have you been working out?”Īmericans love their home workout routines - especially when they see them on TV. Regardless of how you did, there’s a good chance you’ve heard about P90X, the 90-day home exercise program that’s designed to “confuse” your muscles through cross-training and switching up exercises. ![]() A friend might even have told you about it. ![]() Maybe you saw the infomercial one night watching TV.
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