If   you   read   nothing   else   from   this   article,   please   take   a   look   at   this   video  http://www.youtube.com/watch?v=C2eC5rjyuDs    

What’s  covered  in  this  article?      

1.  Introduction  2. The  effect  advertisements  can  have  on  our  buying  choices  3. The  traditional  gym  membership?  4. How  effective  is  exercise  alone?  

Hello   and   welcome   to   the   MACHINES  fitness  community!  This   issue   of   MES   F.C   is   going   out   in  December  because  we   had   just   a   little   bit  going   on   at   Machines   in   early   November  what  with  a  wedding  and  honeymoon!  

For  those  that  are  interested,  here  are  a  couple  of  pictures  from  the  day,  of  course  scroll  down  if  you  are  here  purely  for  fitness  info!    

Getting  results!    What   would   media   and   advertisement   have   you  believe?  “eat  what  you  want  so  long  as  you  work  it  off.”    

 It   is   an   unfortunate   fact   that   the   majority   of   the  fitness   industry   is   purposely  misleading   its   clientele  by  suggesting  that  a  multitude  of  sins  can  all  be  easily  worked   off   in   the   gym.   In   January   people   see   the  glossy   adverts   showing   fitness   models   with   perfect  bodies  with  the  tag  line  ‘New  Year  new  you’,  and  they  sign  up  in  their  droves.  The  hopes  and  expectations  are  high  but  the  results  don’t  always  measure  up.    The   food   industry   adds   to   this   problem   as   adverts  strongly   suggest   that   if   you   overindulge,   then   it   can  all  be  easily  worked  off  in  the  gym.  The  two  industries  work  together  and  this  all  adds  up  to  eat  what  

you  want  so  long  as  you  work  it  off.  BUT  is  it  really  that  easy?    The  symbiotic  nature  of  the  food  and  fitness  industries    The   promoted   culture   of   ‘eat   what   you   want   and  worry   about   it   later’   allows   the   food   industry   to  abdicate   responsibility   and   place   it   firmly   on   your  shoulders.     What’s   more,   the   unscrupulous   fitness  industry  can  cash  in  on  the  situation  by  telling  people  its  ok  gym’ll    fix  it.  In  reality  a  lot  of  peoples  trust  is  being  abused.    With   rising   obesity   it   has   been   debated   in   the   past  that   the   food   industry   should   be   more   heavily  regulated   to   control   what   they   sell,   (the   contents,  quantities  and  their  method  of  advertisement).  Companies   like   Coca-­‐Cola   and   McDonalds   hit   back  suggesting  it  was  all  a  bit  nanny  state,  people  have  the  right   to   choose.   The   fundamental   problem   with  regulation   in   this   format   is   that   we   cannot   control   the   population’s   intake   by  taking  away  free  will!  In  the  past  the  compromise  was  to  include  ‘healthy’  options  to  their  product  line  like  diet  Coke  and  the  McDonalds  salads,  (without  the  dressing  of  course).    And  now,  companies  are  under  tremendous  pressure  to  be  upfront  about  what’s  actually   in   their   product,   you  may  have  noticed   that   food   labeling   has   become  much   more   common   now.     To   support   this,   televised   commercials   and   other  media,  have  been  forced  to  change  substantially.        

But  here’s   the   thing,  we  know  McDonalds  and  Coke  are  bad   for  us,  but  we  still  buy   it!     Below   I   look   at   the   psychology   of   the  adverts   and   how   they   manipulate   our   buying  decisions!  So  with  all  this  upfront  honesty  and  transparency  forced   upon   them,   you   would   expect   the   junk  foods   days   to   be   numbered   right?   Yet   they   are  still   going   strong   selling   more   than   ever…   How  did  the  food  industry  adapt  to  survive?  Coca-­‐Cola  especially  were  quite  cleaver  with  how  they  changed  their  advertisements,  take  a  look  at  the  following  videos  if  you  get  time.  

 http://www.youtube.com/watch?v=TgJu_shHir4  For  me,  this  was  one  of  the  most  transparent  attempts  at  spin  that  Coca-­‐cola  put  out.  My   interpretation:   “OUR  product   is  not  bad   for  you”,  with   a   “balanced  diet”  you  can  “enjoy  life”,  and  of  course,  enjoy  Coca  Cola.    The  calories  are  sold  to  you  as  happy  ones,  calories  to  be  used  to  enjoy  life.  But  if  you  look  closely  it  is  not  139  Kcal  per  activity,  its  all  of  those  activities  that  add  up  to  burning  off  just  1  can  of  Coke!  That’s   roughly  37  mins  of  activity  and  remember,  this  is  on  top  of  what  you  already  do  if  you  want  to  burn  it  off.    Do  you  have  an  extra  37  mins  per  day  to  exercise  just  to  maintain  exactly  where  you  are  and  offset  a  drink  of  Coke???    http://www.youtube.com/watch?v=ExRg8m38rug    The   second   advert   runs   along   a  similar   line,   the   message:   we   are  eating  much  more  whilst  being  more  sedentary  and  this  is  why  people  are  getting   fat.   People   have   been  drinking  Coke  for  ages;  the  problem  is   with   the   lifestyle   of   today   not  the  product.  (Granddad  liked  a  Coca  Cola  and  he’s  always  been  as  fit  as  a  fiddle…)  what  makes   this   advert   so  effective   is   that   a   vein  of   truth   runs  through   it.   Very   subtly,   the   advert  leaves   you   thinking   about   your   sedentary   lifestyle,   and   how   you   over   eat.   Yet  somehow,   you   don’t   feel   like   you   need   to   cut   down   on   the   Coca   Cola.   Did   you  notice  the  music?  Advertisers  plan  the  music  they  use  very  carefully  and  in  this  advert   especially   Mr.   Jones   plays   a   part   in   the   subliminal   message   “its   not  unusual”  Everyone’s  doing  it  “and  if  I  ever  find  that  you  have  changed  at  any  time”  The  advert  suggests  that  the  product  is  and  has  always  been  an  integral  part  of  peoples  lives  and  it’s  the  other  areas  that  we  should  address.  “Don’t  dump  Coke”    Its  becoming  increasingly  common  for  adverts  to  bring  in  a  bit  of  nostalgia  and  make   you   feel   like   they   are   part   of   your   traditions,   it   makes   you   emotionally  attached  to  their  product,  so  when  something  has  to  go  it  is  less  likely  that  it  will  be  their  product.  

Now  in  part,………….I  agree  with  Coca  Cola  (only  partially)  I  know  possibly  not  what  you  were  expecting  but  don’t  worry  its  only  partly.      I  think  that  it  is  fair  that  we  should  be  able  to  choose  what  we  eat  /  drink,  and  a  balance  should  be  obtained.  I  also  think  that  it  is  correct  that  we  lead  a  much  more   sedentary   existence   than   our   grandparents   did  which   contributes   to   our  obesity  crisis.    What   concerns   me   is   it   feels   like   these   adverts   subliminally   tell   the  audience  that  they  can  have  the  sugary  beverages  if  they  are  willing  to  be  more  active,  and  make  cut  backs  else  where.  They  don’t  openly  admit  that  their  product  has  no  nutritional  value,  and  is  nothing  but  bad  for  us!    Sending  out  mixed  messages  

The   purpose   of   this   article   is   not   to  document   some   elaborate   conspiracy  theory   of   mine;   it   is   simply   to   bring  attention   to   the   reader   of   how  advertisers   can   strongly   manipulate  our   buying   choices.   I   use   the   Coke  adverts   simply   as   an   example   because  they   are   very   cleverly   set   out   to  make  you   associate   them   with   living   life,  having  fun,  often   including  fit  men  and  women   drinking   their   product.  

Everything  about  them  screams  out  healthy  living  “we  aren’t  the  bad  guy  here  its  everything  else  you  do   that   causes   the  problem”.  But   the   cold  hard   fact   is   that  products  like  these  are  most  certainly  JUNK  FOODS.  And  the  diet  products  aren’t  good  for  you  either!  (Look  out  for  future  articles,  diet  drinks  can  be  worse!)  When  you  start  to  think  about  the  adverts  in  more  detail  you  realise  they  can  be  quite   confusing   for   the   viewer.   In   just   the   examples   above   I   am   given   the  following  messages    

• The   calories   in   Coca   Cola   can   easily   be  burned  off  with  fun  and  easy  daily  activities  such  as  laughing,  dancing  and  playing  

• If  you  don’t  feel  like  burning  off  the  calories,  you   can   have   a   Coke   zero   with   no  consequences.    

So  be  more  active,  but  you  don’t  have  to….  • We   are   not   active   enough,   our   lifestyle   is  

more  sedentary  than  it  use  to  be  • We  are  eating  more  than  we  use  to  • Its  ok  to  enjoy  a  Coke,  • Drinking  Coca  Cola,  is  a  tradition  • We  need  only  address  other  areas.  So  eat  less  junk  and  be  more  active,  but  it  

would  be  a  shame  to  loose  Coke  from  your  life…    

And  I  am  sure  there  are  many  more,  but  on  the  whole  it  feels  like  they  are  saying  a  lifestyle  change  is  needed  and  that  Coca  Cola  can  be  a  part  of  that.  And  for  when  you  want  the  taste  of  Coke  but  haven’t  worked  for  it  you  can  have  a  Coke  zero  or  diet  Coke.  It  promotes  the  culture  of  exercise  so  you  can  eat  and  drink  crap!  Instead  of  exercise  so  you  can  make  progress  and  be  healthy!    To  me   its   essentially  passing   the  buck  and   the  problem   is   it  makes   the  viewer  dissociate   the   product   from   being   unhealthy   and   what’s   worse   MOST  ADVERTISERS  ARE  NOW  DOING  IT.  If  we  moderate  everything  else  in  our  lives,  we  wont  need  to  moderate   their  product!   “Moderate   the  competitors  products,  not  ours”    Out   of   interest?   What   would   a   truly   HONEST   Coca   Cola   advert   look   like,   one  that’s  sole  goal  is  not  to  sell  you  their  product??  http://www.youtube.com/watch?v=Yipw51a9skg  You  can  compare  with  the  original  here  http://www.youtube.com/watch?v=C2eC5rjyuDs    In  summary  I  think  it  is  now  a  common  belief  that  if  you  over  indulge  you  just  have  to  work  it  off.  And  if  you  asked,  most  people  would  say  diet  Coke  is  a  healthy  option….    I   think  in  general  this   leads  to  a  culture  of  people  who  think  “its  ok,  I’ll  work  it  off.”  Rather  than  people  controlling  their  intake  so  that  they  don’t  need  to  go  and  work  it  off.  ITS  CURE  RATHER  THAN  PREVENTION    Its  like  saying  “its  ok  if  I  get  an  STD  because  ill  just  go  to  the  GUM  clinic  to  get  rid  of  it”  

It   all   leads   to   an   under   estimation   of  what  we   are   putting   in   our   bodies   and  what  is  required  to  burn  off  these  extra  junk   foods,   and   usually   it   is   inevitable  that   we   are   disappointed   with   what  over  indulgence  brings.    Other   examples:   If   you   get   bored  have   a   look   at   few   of   the   latest   adds  from  McDonalds  and   see   if   you   can   see  familiar   trends  of   junk   foods  associated  with  healthy  active   individuals  who  are  enjoying  life.    

http://www.youtube.com/watch?v=Ff9T4q2RkVI    http://www.youtube.com/watch?v=PmrTDZy3f2M    http://www.youtube.com/watch?v=trqdYTtx6XI    http://www.youtube.com/watch?v=zAGRVQG2dyc  

Take  home  message  Advertisements  are  designed  to  manipulate  our  buying  behaviors.  Question  how  you  feel  about  the  products  you  buy,  why  are  you  buying  them,  how  much  good  is  this  product  doing  your  body.  Instead  of  saying  “well  its  not  as  bad  as  X”  Ask  how  much  good  is  this  doing  for  me;  getting  a  hand  chopped  off  isn’t  as  bad  as  decapitation,  but  neither  will  do  you  much  good!    So  with   eyes  wide   open   to   the   tricks   of   the   advertisement  world,  how  are  you  going  to  move  forward  and  reverse  the  damage  done?    Assuming  you  may  have  overindulged  a  little  in  the  past….   loosing  some  of  this  extra  bulk  might  be  at  the  forefront  of  your  mind  as  of  New  year.    January  is  the  time  of  year  when  most  people  make  a  resolution  to  do  something  about  their  health  and  fitness  after  letting  it  all  hang  out  in  December…      How  easy  is  it  to  work  off  the  extra  calories?    The   fitness   industry   in  general   is   usually   very  positive   about   how  achievable   it   all   is,   but  are   usually   incredibly  vague   about   what’s  required  from  you.  The  advertisements   use  catchy   tag   lines   like  “New   Year   new   you”  and   usually   show  someone   in   shape  having   a   fantastic   time  exercising  effortlessly.    A   sexy   woman   or   man  in  an  advert  is  bound  to  get   noticed   and   its   no  surprise  that  we  aspire  

to  be  just  like  the  models  we  see.      We   are   encouraged   to   believe   that   the   gym  will   be   the   solution,   after   all   the   Coca   Cola  adverts  told  us  we  could  just  laugh  it  off,  and  the  local  gym  is  telling  us  we  can  do  it  too!    

And  do  you  know  what,  I  would  be  more  than  happy  for  the  gym  to  make  these  spurious   claims   if   they   occasionally   delivered   on   the   promises   their   adverts  suggest,  but  how  can  they  when  you  consider  the  following.    On  average  only  20%  of  a  gyms  members  regularly  attend  after  12  months.  So  what  happened  to  the  other  80  %  are  they  all  enjoying  beach  body  bliss  or  does  the  gym  have  an  80%  failure  rate??  The  gyms  I  have  previously  worked  from  offer  classes,  the  latest  equipment  and  workout  programs.  But  none  put  on  nutrition  workshops  for  their  members,  and  even   if   they  did   it  wouldn’t  be  massively  effective  because  knowing  what  to  do  and  actually  doing  it  are  very  different!  80-­‐90%  of   people   join   a   gym   for   aesthetic   reasons;   usually   they  want   to   drop  body  fat.  Now  if  you  have  been  to  one  of  my  classes  or  workshops  you  will  have  heard  me  say   that   “it   doesn’t  matter   how  hard   you   train,   if   you   have   poor  nutrition  you  are  likely  just  wasting  your  time!”  and  still  the  commercial  gym  does  very  little  in  the  way  of  helping  people  with  nutrition,  even  though  the  gym  CANNOT  work  for  the  member  without  it.  Honestly  it’s  like  buying  a  car  and  then  finding  out  you  need  to  source  and  fit  your  own  engine!  It’s   for   this   very   reason   that   I   run   weekly   nutrition   workshops   and   am  available  to  work  with  my  clients  in  nutrition  consultations.      So  does  this  mean  gyms  don’t  work??    Its  actually  quite  complicated,  the  gym  usually  invests  heavily  in  the  facilities  and  equipment   and   is   actually   incredibly   well   equipped   to   be   used   to   change   an  individual’s   body.   However   they   do   not   give   the   same   level   of   investment   to  providing  the  support  needed   in   the   form  of  highly   trained  staff   to  educate   the  clients  in  how  to  use  the  facility  in  conjunction  with  sound  nutritional  coaching.  It’s  usually  a  case  of  all  the  gear  and  no  idea.    Someone  who  knows  what  they  are  doing  or  is  coached  through  the  process  can  make  enormous  leaps  forwards  in  the  gym  environment,  so  gyms  can  work  but  mostly  don’t!  Notice  above  I  said  coaching  with  regard  to  nutrition,  not  advice?  It  may  be  that  the  fitness  instructor  can  tell  you  to  eat  more  of  this  and  less  of  that,  but  without  telling   you   how   to   build   this   into   your   life,   and   guiding   you   through   the   long  process,   it’s   largely   wasted.   Don’t   get   me   wrong   exercise   is   an   incredibly  important   factor   in   changing   your   body   but   without   a   good   diet   it’s   an   uphill  struggle.  Equally,   diet   alone   yields   really   poor   results.   If   you   just   control   calories   you  usually  loose  both  fat  and  muscle,  which  leads  to  a  Russian  doll  effect.  You  look  smaller  but  not  fitter.  Exercise  shapes  the  body  in  a  way  diet  alone  cannot.  You  need  both  things  in  your  life  

In  summary  The   fitness   industry  usually  puts  all   the  emphasis  on  working  out  and  neglects  the  nutritional  side  heavily.  Unfortunately  this  usually  means  that  people  do  not  achieve  what  they  set  out  to  After  just  6  months  of   joining  the  gym  only  43.7%  attend   >   4   visits   per  month   (just   once   per   week)   and   only   13.4%   attend   >12  times  per  month!  In   reality  only  13.4  %  are  getting  anything  meaningful  out  of   the  gym  after  six  months  (if   it   is  their  sole  fitness  solution)!  At  month  six  44%  have  dropped  out  entirely.  Winning the retention battle, Fitness Industry Association, 2001  Gyms   may   seem   attractive   with   their   low   monthly   memberships   but   what’s  actually  happening   is   the  80+%  that  don’t  go  are  paying   for   the  <20%  that  do!  The  majority  are  paying  to  not  go!  I  once  worked  in  a  gym  that  was  not  much  bigger  than  the  size  of  my  studio.  It  had  800  members!  Imagine  if  they  all  turned  up  one  Saturday  morning  to  work  out!      So  what  can  you  do?  What  is  your  best  chance  of  success?    

• Basically  learning  how  to  live  healthy  is  just  like  learning  to  drive,  friends  and  family  can  give  advice  but  you  will  usually  be  a  lot  better  off  working  with   a   professional   instructor.   For   the   most   part   joining   a   gym   is   like  buying  a  car,  its  only  useful  to  get  you  where  you  want  to  go  if  you  learn  how   to   use   it,   that   includes   knowing  which   fuel   it  works  well  with   and  which  will  cause  it  to  break  down!  

• You  will  need  a  coach  that  can  work  with  you  to  change  your  conceptions  regarding  food.  Essentially,  you  will  need  to  learn  how  to  moderate  your  eating   effectively   and  understand   that   exercise   is   not   a   convenient   cure  all.     If   you   don’t   look   how   you  would   like   to   and   it   doesn’t   seem   to   be  changing,   then   your   diet   and   or   training   need   to   change,   its   really   that  simple.  

• For   exercise   to   be   effective   it  must   be   done   correctly   and   the   required  techniques  are   likely   to  be  quite  specific   to   the   individual.  A  good  coach  will  be  able  to   identify  what  will  work  best   for  you  and  also  ensure  that  you  do  what  is  necessary  to  achieve  the  goals  you  wish  for  yourself.  

• Finally,  in  my  opinion,  if  you  want  to  look  and  feel  healthy  for  the  rest  of  your   life,   then   fitness  must   become   a   part   of   your   lifestyle.   If   it   doesn’t  then  it  is  quite  likely  that  you  will  yoyo  in  and  out  of  a  good  routine  and  subsequently   never   achieve   your   potential.   Find   something   that   you  enjoy,  hopefully  make  new   friends  and  make  being   fit  a  priority   in  your  life,  instead  of  an  option.  

 You  can  find  out  more  about  the  MACHINES  approach  at  any  of  our  classes!      And   If   you   think   that   you  need   to  brush  up  on  your  nutrition,   I   have  a   limited  number  of  spaces  left  on  the  Friday  nutrition  workshops  that  run  from  the  studio  at  18:10  each  week.