"The Candy Diet" and why we won't use it to market quick fixes for health

From The Archives - I’m going back through the old blog and reposting some of the best articles.

Candy sells, but it's horrible for you. A nuanced, intellectual approach is hard to market, but we're going to fight for it.

I read this post by Seth Godin today. It's about how increasingly anti-intellectual our culture is becoming, and it resonated with me. Go read it - it's not long and he says it better than I can.

It has bothered me for a while that it seems to succeed in business, you need to reduce everything down to a catchy sound bite. You have to appeal to the lowest common denominator in order to capture market share and the ever-sought-after clicks. Nowhere is this more true than in the fitness industry. But our gym does not do that and never has. We actually have a pretty hard sell. Instead of promising you a sexier body in 30 days or a super fun, high powered, fat burning party of a workout, we urge you to commit to long-term strength training and skill development and to educate yourself on the complexities of health. We're so not sexy, instead of shiny cartons of supplements for sale we have a dusty lending library of reference books by Ph.D.s and obscure Russians. Our message of "get strong so you don't die too soon" doesn't drive a lot of traffic. We're not flashy, we don't sell quick fixes, and we don't promise quick results. And yes, we get pretty intellectual about things from time to time.

Don't look for this to change anytime soon. We're here to help people get healthy and strong. We'd rather grow slowly and effect real change than sell hype we can't live up to.

Michael Deskevich