The Anti-Gym: reprehensible or responsible?
The first I heard of The Anti-Gym was a radio ad in which one guy castigated another guy for having “man boobs.”
I remember chuckling incredulously to myself, thinking “Did I hear that right? Man boobs?” Radio ads rarely get my attention, with the exception of the Bud Light “Real Men of Genius” ads, but The Anti-Gym ad definitely stuck with me.
Then I saw a TV spot on the local Fox affiliate during a football game this fall. This one featured two girls – one who was obese and eating straight from a pie tin, and her friend who was long and lean and searching fruitlessly for a bottle of water.
Again, I tittered at how such an “in your face” message and delivery had made it onto TV. In such a politically correct and emotionally sensitive world, how were ads like these being approved for broadcast? What kind of backlash were the stations seeing, even in a relatively health-conscious market like Denver? And what was The Anti-Gym all about anyway?
The Anti-Gym is a local “health and vanity lifestyle boutique”, with two locations in Denver and a third location opening in San Diego. It’s owned by Michael and Kelly Karolchyk, personal trainers and fitness consultants who “saw how Denver fitness gyms, less-dedicated personal trainers and diet regimens were raking in people’s money while letting them down by not delivering on promises of weight loss and great bodies.” They sought to “create a program that helped people stick to a fitness and diet plan, one that taught them a healthy lifestyle and enabled them to keep off weight…”
How does The Anti-Gym do it?
Drawing on his years of experience, as well as incorporating health and fitness best practices, Karolchyk has designed a program that includes small group training sessions, nutritional guidance and support, and individualized, no-nonsense feedback. As the site says, “Our job is to tell you the truth, even if it isn’t always what you want to hear.”
And there are certainly a lot of people who don’t want to hear it. The Anti-Gym has been the target of much criticism, not only in the local Denver area, but across the country. They’ve parted ways with some local media presences – radio, TV, and print. Google “Anti-Gym” and you’ll find plenty of online backlash.
While the training regime may be based in health and fitness, the site and the ads focus on appearance and shock value. The site in particular – with its tagline “Have sex with the lights on” – includes black and white images that are provocative but not explicit. And the shock value goes far beyond the mere mention of “man boobs” in a radio ad: a list of signs that you might be a “bearded lady”, a “No Chubbies” slogan, and “public ridicule” (allegedly in the form of airborne cupcakes) directed at members who aren’t working to their potential.
Ouch. Why would anyone, particularly someone who’s a so-called “chubby”, want to subject themselves to such abuse?
For many people, The Anti-Gym has apparently worked wonders. They’ve been unable to motivate themselves, or they’ve been left hanging by personal trainers at other fitness centers. They’ve counted calories, counted fat grams, counted points, and restricted themselves in a myriad of other ways, but they’ve never actually changed their lifestyles.
We’ve all put ourselves through hell for something we wanted – be it sorority pledging and initiation, military training, or even labor and delivery (yes, I’m likening childbirth to hell – which circle do you think it falls into?). Clients of The Anti-Gym want what’s being promised by Karolchyk, and they want it badly enough to dodge cupcake missiles.
And Karolchyk wants to deliver on those promises, obviously with the cooperation of his clients. Having worked as a trainer in other fitness centers, he asserts that “Denver health clubs and gyms actually make more money if you don’t show up, so they couldn’t care less if you lose weight. Plus, if you do show up, nobody is there to make sure you exercise for the proper amount of time and intensity.” By contrast, The Anti-Gym does not operate according to contracts, and they do care whether their clients show up and lose weight, as individual progress is tracked and documented in detail.
It seems fair to conclude that despite his unorthodox approach – one that may be motivational to some, yet repulsive to others – Karolchyk and The Anti-Gym are dedicated to helping clients achieve health and fitness, along with dramatic changes to outward appearance.
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While I haven’t joined The Anti-Gym, I did get to read a book that Karolchyk might like – How to Eat Like a Hot Chick by Jodi Lipper and Cerina Vincent. Karolchyk advises his clients on how to eat and drink without sacrificing either their hot bods or fun, and this book does the same. Want to hear about my new favorite sandwich, a Hot Chick specialty? Check out the review!
January 15th, 2008 at 5:57 am
I think there’s a lot of implied ridicule in a lot of diet and fitness plans. For some overweight people, they need to feel some humiliation instead of indignation to spur them into action. I’m allowed to talk like that because I’m a morbidly obese person who just started a new lifestyle of healthy foods and intense exercise (five down, ninety to go!). Are skinny people allowed to talk like that? Hell no. Why? It feels like judging, which it is. There has to be a point where we stop saying, “That’s mean; leave me alone,” and we start saying, “You’re right. What advice can you offer me?” or “Can you help me come up with ideas to change?”
January 15th, 2008 at 8:07 am
Yeah, either way, no thanks.
January 15th, 2008 at 8:52 am
Discrimination of fat people is soooo tiring. And that’s all the Anti-gym is promoting with their vile advertisements…blantant discrimination. I mean seriously, all fat people eat the entire pie? That is just ridiculous and untrue.
The only people that consume food that way have an EATING DISORDER, just like an anorexic or bullemic person.
The best thing I ever did for myself regarding learning to love the body I have (and have to live and love with for years to come) is to start reading kateharding.net. Her site promotes “Health At Every Size” and she regularly calls out the fat bigots and the diet industry. If you want to really be educated, read her site.
Start with the BMI Project, which is a flickr site that shows what real people look like at different ranges on the BMI scale (which is a farce in itself).
http://www.flickr.com/photos/77367764@N00/sets/72157602199008819/
February 23rd, 2008 at 8:47 pm
Where to start? How about credibility. Michael and his staff do not have experience or education in Health and Fitness. That’s why they put Trainers down and claim their way is the only way. Mr. Karolchyk has misrepresented his experience, certifications and even his college education. Please don’t give him any attention. He’s a bully, and a coward and doesn’t deserve any attention for his cruel antics.
May 29th, 2008 at 7:48 pm
Hey there!
Glad to hear that you enjoyed the commercial. It was an entertaining expiriece to say the least… but uhhh… You got it right with me… in the commerical I am a shoe in for Jabba Da Hut look alike:O) But the other chick was like 5′1 and NOT long by any means! Hahah Michael kept telling her how fat she was during the shoot… can you believe that??? He’s got that brainwashing thing down! When I asked him if I could do the commercial for a gym membership instead of money… He told me no, because I’m worth more to him Fat. That is about the only thing that pissed me off… but hey I guess it got me some exposure… too bad he refers to me as Julie in his interviews… I was 3 months prego in that commerical with my 2nd child and have a hubby of 5 years… and he’s HOT! Hahah so I guess chubbies do sometimes come out on top!:O)