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Fitness fads at their worst!

Posted: 22/09/2009 at 08:28am by Rich Leigh, founder of Fat Free Fitness

The fitness industry is an enigma.

The diet industry alone is worth £1 bn a year in the UK, meaning that for every hardworking business out there trying to provide a great service, there's another trying to make a quick buck, or provide the 'next best thing'.

There have been some really faddy developments in fitness and dieting, most of which have faded into obscurity thankfully as quickly as they came into existence. Whether it's weighted hula hoops, those ridiculously ineffective ab massagers from the 90s or the latest diet wunderpill, I despair for the industry with news of every one.

With that in mind, please allow me to introduce potentially the oddest, most faddy development and desperate attempt at fitness marketing I've seen in my time:

The "Wax Workout".

'It’s an exercise routine you do while washing your car and it tones and trims problem areas', says the PR company for Turtle Wax, the car cleaning product behind this ridiculous ploy.

There's a lot of guff about it targeting all the major muscle groups, whilst 'the full body approach means it’s the ultimate fat burning, car cleaning regime'. That as it may be, you won't catch me squatting in sync with washing my car windows.

It's been developed by celebrity (well, Kerry Katona) Personal Trainer Scott Wright, who says that the Karate Kid's 'wax-on wax-off' method was the inspiration.

I commend any effort to get people to be healthier, but this effort is a shameless attempt at marketing and cross-selling Turtle Wax, rather than caring about the weight and health of the general public.

There's a 'diet' too (bet you didn't see that coming), that promotes a one size fits all weight loss approach, in conjunction with Halfords. Who of course are the perfect partners for any weight loss effort.

If this ever catches on, I'll eat my whistle. Now, please excuse me, I'm off to bicep curl my daughter, otherwise known as the last best thing (Youtube video).


See more at icemycar.com. Just bear in mind that it's all geared to one thing and one thing only - marketing Turtle Wax.

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