Sell The Dream
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Recently, I visited my good friend, celebrity fitness trainer, Grant Roberts, and before I knew it, I had stripped down to my boxer shorts and was rotating on his Fit3D machine. I'll be right back after these messages.
When I was at Gold's Gym, I said to my colleague, Neal Spruce, the head of our nutrition department back in the late '80s, "I wish we had a computer program that showed people how they look now and what they could look like with our help."
No such computer program existed back then, but Neal was that human program who transformed the celebrities I brought to him into the bodies they needed for their particular movie part or athletic event. Gold's Gym Venice, "The Mecca of Bodybuilding," had a reputation for building the best bodies in the world. Neal was my go-to guy there. He did his magic by providing the best nutritional advice and custom workouts to our elite members who needed our help in a short period of time.
I knew what we were selling back then, dream bodies. No matter who you were or what goals you had, we had the fitness expertise to give you your ultimate dream body! We had the best trainers, the best equipment and the best atmosphere to get you healthy and fit. Period. We took what we did seriously. Even our tagline said it, "Serious Fitness."
People counted on us to kick their butt and get 'em in shape. I used to watch with awe as Neal lectured to overweight and obese people. He would even give the women tough love when they would ask, "How do I get rid of cellulite?" "Cellulite is a polite word for fat," he would answer. "You're fat! Deal with it! Eat right and train right, and that 'cellulite' will disappear."
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