What's the biggest problem in the wellness industry? We don't teach men to fish.
If I told a client, "I can help you lose 30 pounds in 30 days", or "I can help you gain 20 pounds of muscle mass in 20 days", I wouldn't be lying!
But it would be the complete truth either.
There is something to be said about the plethora of fitness trainers, weight loss specialists, and health coaches out on the market. Heck, who wouldn't like to be on the profit side of a $500 billion dollar market?
There's also something to be said about the inability of professors, scientists, trainers, marketers, and other professionals in the wellness market (myself included), to successfully reverse the trend of lifestyle based diseases. The amount of research dollars spent for 'treating' obesity, diabetes, strokes, and other lifestyle diseases is insane, especially since our kids, moms, dads, and others still can't make weight.
(maybe this has something to do with academic tenure, government contracts, politics, and concussion research...)
So then, what's wrong with these wellness programs out on the market?
It's simple: we're not teaching men to fish in order to feed themselves for life. We're teaching them how to rely on the man in the boat next to them, because his catch keeps getting bigger and bigger, and everyone who sees him keeps flocking to him, and it's easier to get him to catch for us, than for us to catch for ourselves, no matter how many times we throw the reel in the water.
In other words, our profession is cluttered with get-fit, loose-weight-quick schemes, and professionals who place personal wealth and success before their trade and their service. In turn, their message becomes construed with ill-placed facts, 5 minute, 'goole-search' generated research, and the desire for career advancement. Marketers find the best SEO strategies to "lure em' in" and figure out what they're looking for, while completely ignoring the fact that individually, no two people suffer from obesity in the same manner, and therefore, customized, tailored protocols should replace multi-site, data-driven, population-based obesity research. Sure that stuff is good for some situations, but obviously it's not working now...and hasn't been for a while.
From my point -of-view, many researchers figure out the most popular types of studies being funded, and put in their bids for R01s and R03s, with the hopes of landing one major grant to stamp their academic tenure guarantee.
Am I saying that these folks don't care about the people in the other boat? No. But, what I am saying, is that their needs come somewhere else down the chain - it's not priority.
The message is plain and simple: we need to do a better job of teaching men to fish.