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This is the CEO/Owner, Co-Owner, Chief Corporate Attorney, CFO, Corporate officers …. of our 700 Million Dollar Company …. Preparing for a skit to be presented at the Coach Summit in June…. Tony Horton, Chalene Johnson and other Beachbody celebrity trainers and personalities will be involved in the festivities as well !!
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Do the following statements describe you?
I prefer to eat in private, where no one else can see.
I eat healthy in front of others but then indulge recklessly in private.
I follow a healthy diet during the day, only to fall off the wagon at night.
I sneak food secretly and eat it away from others.
If you can relate to any of the above statements then you may be engaging in closet eating. This “secret eating life” of yours sabotages your fitness goals, making it impossible to achieve the body that you want.
Before we dive into this topic, it’s important to approach yourself from a place of love and respect. Resist the urge to look at yourself as a failure as you strive to discard unhealthy eating habits.
Use the following 5 steps to curb your closet eating once and for all:
Step #1: Learn Your Triggers
Journal about the feelings you experience before, during and after an episode of closet eating. Was there a particular trigger that caused you to feel stressed, or angry, or helpless before the urge to eat in secrecy hit you?
Refer back to your journal after a handful of episodes and try to determine a pattern. This will allow you to prepare yourself with an exit plan before the next potential episode.
For example, if you find that your closet eating occurs mainly when your spouse goes out of town on business, then make plans to visit with friends rather than be alone at home with food.
Step #2: Log Every Calorie
Let’s face the facts. Just because no one sees you eat it, doesn’t mean that the calories don’t exist. The simple act of tallying each food item that you eat will force you to be more mindful of your eating habits.
Find your ideal calorie range by consulting your doctor, and be aware of how close you come to that range each day. Resist the urge to not log foods that are eaten in secrecy.
The point is to bring accountability to the situation, so be vigilant.
Step #3: Carry Healthy Snacks
When the urge to eat in secrecy hits you, it may be useful to allow yourself the snack, but change the script slightly by making it healthy and portion controlled.
Eat one of these snacks every few hours to prevent from becoming overly hungry, thus more susceptible to reckless eating.
Look below for a list of healthy, portion controlled snacks to incorporate into your diet.
Step #4: Don’t Stock Bad Food
Most cases of closet eating are said to occur in the comfort of your own home. Be proactive by not stocking your favorite indulgences in the kitchen.
When you have the urge to sneak a few bites of ice cream before bed, you’ll be unable to do so if there isn’t any ice cream to be found. Be careful not to fall into the trap of “buying it for the kids,” as this is a slippery slope.
No one in the family benefits from having junk food stocked in the house. Get it out.
Step #5: Exercise Regularly
How can exercising regularly help you overcome closet eating? It’s simple. When you are actively working towards a goal, and are supported, you’ll be less likely to self-sabotage.
My fitness plans are designed to get you to your desired weight loss goal quickly and efficiently. There’s accountability, encouragement and measurable results to keep you on track.
If you’d like to see your fitness goals become a reality then pick up the phone or shoot me an email at HankFit247@LBHank.com.
Closet eating may be your way of dealing with the stress you have in your life, but you can change that. And I would love to help.
Call or HankFit247@LBHank.com today to get started on an exercise program that will truly deliver the results you deserve.
Get ready to burn fat and get lean with ChaLEAN Extreme®, my new extreme workout system that transformed everyone in the test group with 3 simple words: MUSCLE BURNS FAT®.
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Aching after a brutal workout? Delayed-onset muscle soreness (DOMS) can make you feel the burn while your muscles recover and rebuild. But, if you take the right steps after your workout, you can go hard without paying the price. Here are 8 easy ways to prevent postworkout pain.
Stretch. Stretching is your first line of defense after a good workout. “When you train, you contract the muscles, and the muscle fibers get shorter,” says Steve Edwards, Head of Fitness and Nutrition Development at Beachbody®. “Lengthening them after a workout promotes mobility, and can lead to a more thorough recovery.” While fitness experts can’t seem to agree on this strategy—one Australian study claimed that stretching had no impact on muscle soreness—it certainly won’t hurt, especially if your flexibility is limited.
Eat for rapid recovery. In a study on “nutrient timing,” researchers found that a postworkout drink with between a 3:1 to 5:1 carb-to-protein ratio reduced muscle damage and improved recovery times. A tough workout depletes blood sugar, as well as the glycogen stored in your muscles. Restoring that supply within an hour of finishing your workout is your body’s top priority. P90X® Results and Recovery Formula® is optimized with the 4:1 ratio, but in a pinch, down a glass of grape juice with whey protein powder or a glass of chocolate milk. Denis Faye, Beachbody’s Nutrition Expert, explains. “When the sugar [from the drink] rushes into your muscles to restore that supply, the protein piggybacks to jump-start the recovery process.”
Ice it. Immediately after a tough workout, icing your muscles can stave off inflammation. “Inflammation is one of nature’s defense mechanisms, but it works like a cast—it immobilizes you,” Edwards says. “When you keep inflammation down, that area is free to keep moving, and movement promotes healing.” Like stretching, its effectiveness is up for debate—some researchers have claimed that ice is only effective for injuries and not for run-of-the-mill soreness, but it’s a simple and safe option that many top-level athletes swear by. “Unless you ice so long that you give yourself frostbite, there’s really no danger,” Edwards says. “It seems to really speed up healing without any adverse effects.”
Change your diet. “When your muscles are sore, inflammation is a huge part of the problem,” Faye says. To help reduce this inflammation, add foods that are rich in omega-3s—such as salmon, free-range meat, flax, avocado, and walnuts—to your diet. The natural anti-inflammatory properties of these foods can help dial back the soreness after overexertion. Amino acid supplements can also help with muscle recovery after a high-intensity workout.
Massage your sore spots. A recent study found that massage can reduce inflammatory compounds called cytokines. One type of massage that’s gaining popularity is myofascial release, which targets the connective tissue covering the muscles. You can hit these areas yourself using a foam roller—put the roller on the floor, use your body weight to apply pressure, and roll back and forth over the sore areas for about 60 seconds. But . . . before you do, make sure you’re rehydrated and your heart rate is back to normal. “When your muscles are hot and loaded with lactic acid, you might make it worse,” Edwards says. For a more detailed tutorial on foam rolling, check out the Beachbody Tai Cheng® program.
Get heated. While ice can work wonders immediately after a workout, heat can help once your muscles have returned to their resting temperature. “Heat increases circulation, especially focused heat in a jacuzzi, where you can hit areas like joints that don’t normally get a lot of circulation,” Edwards says. Just don’t jump in the hot tub immediately after a workout, because the heat can exacerbate inflammation, and the jets can pound your already-damaged muscles. Edwards cautions, “When your body heat is already high and you have a lot of muscle breakdown, sitting in a hot tub with the jets would be counterintuitive.”
Move it. You may be tempted to plant yourself on the couch until the pain subsides, but don’t skip your next workout. Circulation promotes healing, so it helps to get your heart pumping—just don’t overdo it. “Active recovery” is low-intensity exercise that gets your blood flowing without taxing your muscles. What qualifies as low-intensity? It depends on your typical workout. If you know your training zones, you can use a heart rate monitor. But, Edwards says, the easiest way to engage in active recovery is to exert around 50% of your max effort, and keep your heart rate below 140 bpm or so. Most Beachbody workout programs include a recovery workout, but if yours doesn’t, a gentle yoga class or going on an easy hike are good options.
Pop a painkiller—if you must. Nonsteroidal anti-inflammatory drugs like ibuprofen can relieve pain, but many experts aren’t sure if they’re worth the risk. “A lot of athletes call it ‘Vitamin I,'” Edwards says. But he cautions that NSAIDs can cause nasty side effects and accelerate muscle breakdown. “The only time they might help is if you’re in so much pain that you can’t do low-level exercise—you can’t get off the couch,” Edwards says. In that case, meds might help, but be careful not to overdo it—because if you’re not feeling pain, you may push too hard and cause an injury.
Well-planned weight-loss goals can help you convert your thoughts into action. Here’s how to create successful weight-loss goals.
Weight-loss goals can mean the difference between success and failure. Realistic, well-planned weight-loss goals keep you focused and motivated. They provide a plan for change as you think about and transition into your healthy lifestyle.
But not all weight-loss goals are helpful. Unrealistic and overly aggressive weight-loss goals — for example, losing 10 pounds each week or fitting into your high school jeans from 20 years back — can undermine your efforts. They’re difficult, if not impossible, to meet. And if your weight-loss goals are beyond reach, you’re more likely to feel frustrated and discouraged and give up on your dieting plans.
10 weight-loss tips
It’s OK to dream big. Just use these 10 tips for creating weight-loss goals that will help you achieve your big dreams.
- Personalize your goals. Set goals that are within your capabilities and that take into account your limitations. Also, consider your personal fitness level, health concerns, available time and motivation. Tailoring your expectations to your personal situation helps you set achievable goals.
- Aim for realistic weight loss. Healthy weight loss usually occurs slowly and steadily. In general, plan to lose 1 to 2 pounds a week (0.5 to 1 kilogram) — even if your initial weight loss is a little faster in the first week or two. To do this, you need to burn 500 to 1,000 calories more than you consume each day. Also, don’t expect to lose more of your body weight than is realistic. For instance, set a goal of losing 10 percent of your current weight, rather than 30 percent.
- Focus on the process. Make most of your goals process goals, rather than outcome goals. “Exercise regularly” is an example of a process goal, while “weigh 145 pounds” is an example of an outcome goal. It’s changing your processes — your daily behaviors and habits — that’s key to weight loss, not necessarily focusing on a specific number on the scale. Just make sure that your process goals are specific, measurable and realistic, too.
- Think short term and long term. Short-term goals keep you engaged on a daily basis, but long-term goals motivate you over the long haul. Your short-term goals can become stepping stones to reaching long-term goals. Because healthy, permanent weight loss can be a long process, your goals need to be feasible for the long term.
- Write it down. When planning your goals, write down everything and go through all the details. When and where will you do it? How will you fit a walk into your schedule? What do you need to get started? What snacks can you cut out each day? Then track your progress to see if you’re meeting your goals.
- Pick a date. Timing is crucial, often making the difference between success and failure. Choose a definite start date for your weight-loss program and don’t put that date off for anything. Be sure to account for life circumstances that might hamper your efforts, such as work or school demands, vacations or relationship problems. You may need to resolve some issues before starting.
- Start small. It’s helpful to plan a series of small goals that build on each other instead of one big, all-encompassing goal. Remember that you’re in this for the long haul. Anything you undertake too intensely or too vigorously will quickly become uncomfortable, and you’re more likely to give it up.
- Plan for setbacks. Setbacks are a natural part of behavior change. Everyone who successfully makes changes in his or her life has experienced setbacks. Identifying potential roadblocks — a big holiday meal or office party, for example — and brainstorming specific strategies to overcome them can help you stay on course or get back on course.
- Evaluate your progress. Review your goals each week. Were you able to successfully meet your goals last week? Think about what worked and what didn’t. Make plans for how you will reach your goals both today and during the course of the week.
- Reassess and adjust your goals as needed. Be willing to change your goals as you make progress in your weight-loss plan. If you started small, you might be ready to take on larger challenges. Or, you might find that you need to adjust your goals to better fit your new lifestyle. If you find that you have to make frequent adjustments downward or constantly scale back, you may not be setting realistic weight-loss goals in the first place — head back to tip No. 1.
People who eat sugar on a daily basis typically crave even more sugar. It can correctly be called an addiction. Blood sugar levels spike after eating sugar and then plummet, resulting in a craving for more after a couple of hours. Some people eat sugar in response to stress or depression, relying on the emotional comfort of say, cookies or cake to feel better. Eating balanced, healthy meals and controlling blood sugar are pivotal when trying to stop cravings.
Stop Sugar Cravings with Balanced Meals
Craving sugary foods can be an indication of a lack of certain nutrients in the body, such as chromium (found in broccoli, grapes and dried beans), phosphorus (found in nuts, legumes, grains, fish and eggs), carbon (found in fresh organic fruit) and tryphtophan (found in cheese, liver, raisins, sweet potato and spinach).
Combining protein, complex carbohydrates and healthy oils at mealtimes reduces the risk of triggering sugar cravings. Both healthy fats and protein leave the body feeling full longer than sugary foods and complex carbohydrates contain many of the essential vitamins and nutrients the body needs. Protein slows down digestion so that even when consuming complex carbohydrates, there is no rapid rise in blood sugar.
How to Control Blood Sugar to Prevent Cravings
Not eating regularly or going for long stretches between meals can cause a person’s blood sugar levels to drop. When blood sugar levels drop too low, cravings kick in because the body craves food that can quickly be converted to energy. Typically, this is when people reach for a chocolate bar or quick “pick me up”. Since the boost of energy is not sustained, another craving will take place a couple of hours later. The key to controlling blood sugar levels from dipping is to eat small meals and snacks frequently.
Excellent choices for snacking in between meals would be nuts (such as almonds, walnuts or Brazil nuts), seeds, fruit, dried fruit (such as raisins, dried cranberries, dried peaches) or vegetables (such as carrot sticks, cherry tomatoes, cucumber slices). These foods will provide fiber, vitamins and nutrients and at the same time will keep blood sugar levels from plummeting.
The easiest and quickest way to stop the sugar habit? This would be to go cold turkey. Gradually trying to cut down is not likely to work as well. Coming off sugar may be hard, but cravings will subside after the first few days and the individual concerned will likely be astounded at the increase in energy levels he or she experiences.
If stress is given as the reason for turning to sugar, alleviate stress in other ways. Find the route cause and change the situation if possible. Exercise is an excellent stress-buster and will improve overall health.
On a good morning in Paradise Cove, Malibu, the water is so clear you can see halibut lurking in the kelp. Little Dume Point rises from its cliffs to the north, and beneath it a few surfers on stand-up paddleboards rise and fall on the swell waiting for their wave.
Darin Olien, who looks like a Tarzan action figure, is talking to a surfer in his early twenties named Igor about the health benefits of alkalinization in the body. He tells Igor, who’s trying to balance his board and blinking back the sun, that 7.4 is where the pH of our body wants to be and that most of our diets are far too acidic, which leads to inflammation and degenerative disease. Red meat is very acidic; coffee, corn, and wheat, too.
“Hold on,” Olien says. He pivots his stand-up board and hooks on to a wave, muscles rippling, blonde curls flying. The board, essentially a longer, beefed-up surfboard designed to be paddled while standing up, was designed by Olien’s buddy, Laird Hamilton, the legendary big wave surfer. When Olien paddles back out, his grin is wide, white, and infectious. “This connection with the ocean … water is so vital.” He starts telling Igor about the biochemistry of proper cellular hydration. The kid is polite, nodding along. It’s hard to resist the enthusiasm of Superfood Man.
Olien, who has traveled in the past two years to Peru, Indonesia, Costa Rica, Bhutan, and China in search of underappreciated fruits, nuts, and grains, may be the most aggressive hunter of superfoods on the planet. A superfood, according to Olien’s Facebook page, is “a natural food regarded as especially beneficial because of its nutrient profile or its health-protecting qualities.” The category includes such well-known domestic fruits as blueberry and pomegranate, as well as little-known exotics such as maca root and goji berry, sacha inchi, and ashwagandha root. Many of the exotics have been consumed for their health-giving properties for thousands of years by indigenous peoples. Olien has cultivated the persona of Raider of Lost Nutritional Knowledge. “We aren’t discovering anything,” Olien says. “My greatest gift is showing up. Listening. Asking questions.”
His timing could hardly be better. Millions of health-conscious Americans now heed the advice of such TV personalities as Dr. Mehmet Oz, who says people are better off getting dietary fiber and nutrients from whole foods (rather than mass-produced vitamins). Drinks such as POM Wonderful, which in 2011 said it expected to sell 3 million cases, have expanded the market for foods and drinks rich in antioxidants, molecules that promote health by protecting cells. Popular weight-loss and athletic-performance diets, such as the Paleo Plan, based on what humans ate before agriculture, stress the wisdom of the ancients.
In 2006, Olien joined up with the infomercial and multilevel marketing powerhouse Beachbody (the company behind the P90X home exercise program) and formulated a superfood-rich meal-replacement powder they call Shakeology. Olien is under contract with Beachbody, gets a royalty from Shakeology sales, and the company picks up some travel expenses. What they sell is a chocolate- or berry-flavored powder you mix with water or milk or juice, usually in lieu of a normal breakfast. Six years later, the company sells 2 million 1.7-ounce servings a month to 66,000 subscribers who pay $120 for a 30-day supply. The shake brings in over $100 million annually. Beachbody Chief Operating Officer Seth Tuckerman declined to reveal profit margins. Tuckerman, who came over from Gerber Products, and Carl Daikeler, Beachbody’s chief executive officer and majority partner, say that while sales of dietary supplements in multilevel marketing channels declined 1 percent in 2010, Beachbody’s Shakeology is growing 100 percent per year. By word of mouth. No infomercials and no advertising—beyond, that is, the indefatigable efforts of Olien.
If there were a comic book Superfood Man, he’d live in Malibu, in a sage-green bungalow just like Olien’s, tucked away in a dense grove of eucalyptus trees half a mile from Zuma Beach. A 38-year-old horse named Moonlight comes to the fence to keep Olien company when he sets his chair out in the sun to eat the big salads that are his staple diet. Olien, 40, hails from Waseca, Minn., and has been a vegetarian for 10 years. He has a master’s degree in psychology from the University of Santa Monica. His interest in nutrition dates to a back injury he sustained playing football at Augsburg College in Minneapolis, when he tried to use diet to reduce swelling and recover the full motion of his limbs.
Inside, the decor is austere, with a few artifacts from Olien’s travels—a didgeridoo from Australia, a flag from Bhutan. A futuristic machine that distills pure water from the air rests in the kitchen. His desk chair is a snow-white exercise ball. Such details might seem trivial, but Olien has a keen eye for them. In Shakeology’s marketing materials, he’s seen paddling a dugout through jungles, hiking Andean mountainsides, and riding beat-up Third World motorcycles to arrive at remote farms where he kneels and sifts dirt that has never seen a pesticide. The booklet that accompanies your first order of Shakeology carefully builds on the same theme: The cover looks like a leather-bound explorer’s journal, and the story of each ingredient is an adventure told on torn diary and stamped passport pages that includes “swimming with crocodiles to acquire papain,” an enzyme in papaya.
Shakeology now accounts for 20 percent of a business that also sends out 2 million fitness DVDs a month, and yet much of the shake’s blending is done by Olien alone, in the bungalow’s small back bedroom. On floor-to-ceiling shelves sit jars and jars of precious powders—beige, ochre, and green—labeled with strips of masking tape, the dried and milled grist of roots and fruits and seeds, each with its own alleged powers. There are also two precise formulator scales and notebooks with the results of the battery of lab tests that are performed on each powder, from the initial bacterial counts for food safety to micronutrient and phytochemical profiles. Olien uses his own body as a guinea pig before bringing his blends to a food lab for final formulation. “My body is the first barometer,” says Olien.
Meal-replacement shakes are a vibrant, if nebulous industry, with its roots in early attempts to control obesity. In the 1960s a University of California at Los Angeles study found that starvation as a treatment for extreme obesity was effective, but that for every four pounds of body weight lost, the subjects also lost a pound of muscle. In the ’70s, protein shakes such as Optifast (now owned by Nestlé (NESN) ) and Unilever’s Slim-Fast were developed to address the problem, and Abbott Laboratories (ABT) came out with Ensure, a balanced diet drink that could be fed to hospital patients unable to eat whole foods. All three have been adopted enthusiastically by the weight-loss industry and are market leaders. According to the Nutrition Business Journal (NBJ), the meal-replacement industry grew 4 percent in 2010, to $2.8 billion. Ensure accounts for the lion’s share. According to Chicago market research firm SymphonyIRI Group, Ensure brand sales, excluding those at Wal-Mart (WMT), grew 4.7 percent, to $252.7 million. NBJ estimates total sales at more like $500 million.
The packaging for Shakeology features the slogan, “The Healthiest Meal of the Day,” but it may not be a true meal-replacement shake. While the Food and Drug Administration has no legal definition for meal-replacement powders, or MRPs, Olien says Beachbody may move away from the term so as not to get crosswise with industry standards. The basic Ensure shake has 250 calories and 9 grams of protein. Shakeology has 150 calories and 18 grams of protein—so it’s light on calories for a meal. It does qualify as a dietary supplement as well as a superfood supplement, and it vies with protein shakes such as Muscle Milk. (Muscle Milk sales, excluding those in Wal-Mart, grew 32.3 percent, to $51.6 million, from 2010 to 2011, says SymphonyIRI.)
Shakeology’s success may be explained by its ability to occupy a niche at the intersection of these categories; the categories themselves are slippery. Carla Ooyen, director of market research at NBJ, laughs and concedes: “There are fine lines between meal replacements and harder core sports nutrition products. A lot of it is marketing. In 2010 sports nutrition grew 9 percent, to $3.2 billion.” She says sales of such superfruits as açaí, mangosteen, and noni increased between 200 percent and 400 percent in 2005 and 2006 but have since flattened. What’s most striking about Shakeology’s rise, however, is not that it has outperformed these trends, but that it has done so without clinical trials to prove that its superfoods are, in fact, super.
Beachbody’s chief science officer is Bill Wheeler. He’s a hearty, white-haired PhD in a glass-fronted office. He wears a silver belt buckle from his days as a roping cowboy in Colorado. His résumé includes a stint as the staff nutritionist to the President of the United States. Both Carter and Reagan. In 2001 he started a nutrition consulting business that advised the Green Bay Packers, Utah Jazz, and Denver Nuggets, among other pro teams. Brett Favre depended on him to tell him which of the piles of free supplements the team received wouldn’t trigger false positives on drug tests. “There are stacks of studies on most of these ingredients,” Wheeler says, referring to Shakeology’s ingredients. “You can look them up. We are conducting a full-scale clinical trial on Shakeology, 100 people, 100 days, double-blind. At a university medical school.” (Wheeler wouldn’t disclose when the results would be published.)
How do Wheeler and Olien know how much of each superfood to put in? “We go to the user country,” says Wheeler. “What is the observed use of it? We form a collaboration with experts in that area, take that as a start. Make a WAG, a wild ass guess. What does it contain? What are the effects?” Take maca root, he says. “If it’s used as a sexual stimulant you’d probably use 10 grams; 500 milligrams to a gram as an adaptogen [a remedy that prevents unwanted stresses]. We look at all the science, the historical data, the literature, and make a SWAG. A scientific wild ass guess.” He leans across his desk. “Sometimes you can’t wait for all the science. In 1853, a British naval surgeon said one lime a day would prevent scurvy. It was 1920 before we knew the active compound was vitamin C. If they had waited for the science, how many would have died in 70 years? There might not be a British Navy. There might not be an England, which might not be a bad thing.”
Dr. Susanne Talcott, assistant professor of toxicology and a director of research at Texas A&M’s Nutrition and Food Science Dept., specializes in testing superfoods. She conducts animal trials, human clinical trials, and cell culture tests on a whole range of foods. For this article, she agreed to review the ingredients and amounts on the fact sheet of a serving of Shakeology. Aside from almost three eggs’ worth of protein, vitamins, and minerals, there seemed to be a tad of almost every superfood known to the herbal-loving world, she says. Shakeology’s Adaptogen Herb Blend, for instance, has a combined 1,675 milligrams of maca (root) powder, astragalus (root) powder, cordyceps, schisandra (berry) powder, and suma (root) powder, among others. The Antioxidant Blend weighs in at 1,750 milligrams per serving and includes standards such as blueberry as well as goji and açaí. A third “phytonutrient super-green” blend adds 1,800 milligrams. Talcott did some fast math in her head. “If we add up the amounts of each of these blends, we are looking at about 5 grams. You say these are not extracts. So, we expect 1 percent to 2 percent secondary bioactive compounds. That would be some 50 milligrams.” She explained that the amounts she uses in clinical trials are usually much higher, varying from one to two grams a day, to 7.5 grams per kilo of a subject’s body weight. She says, at first glance, “I think it might be a terrific product.” But she cautions, “I cannot answer whether the amounts provided here contain enough bioactives to indeed have [a positive] effect.”
Neither can the FDA. Dr. Daniel Fabricant, director of the Division of Dietary Supplement Programs at the FDA’s Center for Food Safety and Applied Nutrition, says that under a 1994 law called the Dietary Supplement Health and Education Act, companies don’t even have to notify the agency of their ingredients, as long as they were marketed in the U.S. before 1994 and they haven’t been chemically altered. “We’re going to take them at their word,” he says of Beachbody. As far as health claims, he says: “Statute requires they have substantiation of their claims.”
Mark Blumenthal, executive director of the American Botanical Council, a trade group for herbal remedies, is more critical. “The whole plant dried is not as concentrated as some extracts,” he says. To use more concentrated extracts could cost four times as much, he says, and as it is, Beachbody charges a premium. How does the company justify it? Blumenthal answers his own question: “Construct a compelling story.”
Which is exactly what Beachbody has done. It feeds on testimonials. “Once people go through a dramatic transformation—they lose weight, their cholesterol goes down, they have more energy—they just can’t stop talking about it, ” says COO Tuckerman. Moreover, “when anybody hangs out with Darin, they just want to be like him.”
Two days after surfing in Paradise Cove, Olien is up at Laird Hamilton’s house, doing Laird’s infamous pool workout with a bunch of superstars that includes retired Indiana Pacers All-Star Reggie Miller, world champion Thai boxer Tom Jones, and, curiously, legendary music producer Rick Rubin. For two hours straight Olien engages in grueling exercises with names like ammo box and seahorse that mostly involve running and lunging with weights, 10 feet underwater. The idea is to build strength, stamina, and lung capacity for big wave wipeouts and epic calm in the face of terror. Halfway through, Miller says, “This is the hardest athletic thing I’ve ever done. I’d rather set a pick on Shaq.” The only athlete who keeps up with Hamilton is Olien, who pointedly consumes Shakeology—and only Shakeology—before and after the pool session.