P90x workout dvds tv#
His breakout idea was to create a workout program that was so hard that he dared TV viewers to try it. Later, he produced infomercials for all kinds of pitches, be they dating services or eight-minute abdominal workouts. His first production was for an industry that isn’t exactly known for its quads: accounting. Horton may be the face (and biceps) of P90X, but the man behind the curtain is Carl Daikeler, who has been plying the infomercial trade since the 1980s. On top of that is a range of supplements and fitness gear. There is also Tony & the Folks for seniors and TurboFire for women. Its Body Gospel, for instance, is aimed at Christians. Beachbody, the Santa Monica company behind P90X, has expanded into workout DVDs and infomercials tailored to particular audiences. Horton and his business partners say they have built a $400-million-a-year empire on what, to many, might seem like a foundation of schlock: TV infomercials.īut wait, there’s more: through these infomercials, P90X has grown into a major player in exercise DVDs, one of the few growth spots in an otherwise shrinking DVD market.
But the secret of P90X’s success is the marketing: Mr. P90X fans swear by the workout, a mix of jumping, yoga, martial arts and strength training that, in fact, isn’t all that revolutionary. The singer Sheryl Crow, the sportscaster Erin Andrews, the former NFL quarterback Kurt Warner, Representative Paul Ryan and a dozen or more of his Congressional colleagues, and the list goes on and on. He is the pitchman and wise-cracking star of a brutal, make-it-stop workout called P90X, and he has won converts from Hollywood to Capitol Hill. On televisions across America, Tony Horton is selling a burning-sweat vision of physical fitness, and these days, a lot of people are buying. This man is 52 years old - and probably buffer than you’ll ever be.
Viewer, check out those abs, those pecs, those glutes. IT’S 3 a.m., and Tony Horton is talking to you, couch potato.
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