Front page news in the Raleigh newspaper today is the story:

“Rejoice, couch potatoes! It’s exercise in a pill”

The article is sourced from the Los Angeles Times.

You can see the article here:

http://www.newsobserver.com/front/story/1161302.html

A couple quotes I found from other sources (five minutes of quick research):

Here’s the hype (which most will believe)…

“It’s tricking the muscle into ‘believing’ it’s been exercised daily,” said the study’s lead researcher, Ronald Evans…. “It’s basically the couch potato experiment, and it proves you can have a pharmacologic equivalent to exercise” [Wired News].

Notice the use of the word “proves.”

And here’s a more realistic assessment (which most will ignore)…

“[Exercise] not only involves skeletal muscle fibers, but the main muscle we depend on, the heart,” Goldberg says. He adds that believing that you’ve exercised by taking a pill is “like being placed on third base and thinking you hit a triple.” The actual act of exercise can help improve cholesterol levels, lower blood pressure, reduce mental stress and strengthen bones, Goldberg says [ABC News].

Unless this is quickly debunked as hocus-pocus, which doesn’t appear to be the way it will go, you can expect this story to gain major traction (just like the Alli pill http://www.myalli.com ).

So here’s how to leverage it:

1. Do your research (damn it…work!). Get as much solid info as you can.
2. Use this story as “reason why” to contact your list and educate them.
3. Use this story as “reason why” to pitch the media.
4. Get an article up on your web site with /exercise_in_a_pill.html extension to capture local surfers looking for info and the media searching for knowledgeable experts.
5. If you’re really ambitious, create a special report called something like “Exercise and Weight Loss Scams - What They Don’t Want You To Know”. Talk about the old ephedra stories, Alli, this new AICAR pill and whatever else is appropriate, and then transition to how your solution is the only real and proven one, with zero nasty side effects, and make an offer. 

Final, important note: Because of the HUGE demand in the fitness, longevity and weight loss categories, expect the competition for these dollars to only grow. We are just on the cusp of this explosion, and you ain’t seen nothin’ yet. 

It is HUMAN NATURE to seek the path of least resistance. That’s why you must become an outspoken advocate of your solution, market like crazy, keep your ear to the ground and stay out in front of these issues in order to survive and capitalize. It will only become more challenging to sell a service that requires sweat, effort and time to see results, not less. It is your job - your primary responsibility as a fitness business owner - to ensure the viability and success of your business (not, as so many seem to think, to train clients).

A shaking out period in this industry is on the horizon. The serious players will benefit and grow, while others - the majority - will fall by the wayside, unable to compete.

The market place has no conscience. What “should be” is always trumped by what “is.”

If you’re committed to being in the minority who benefit and grow, who sneer in the face of competition, secured by your positioning, mind-share and market-share, then you must have a strategic plan for ensuring that occurs. Wishing it so won’t cut it.

The strategic plan, marketing calendar and training on how to dominate your local market are yours for the taking here:

http://www.NPEMegaTraining.com

Working for you,
Eric Ruth

P.S. Watch the local and national news this weekend and see if this AICAR exercise pill story gets some play. My guess is, it will.