Abdominizer Explained

The Abdominizer (often spelled Abdomenizer) was an abdominal exerciser invented in 1984 by Canadian chiropractor Dennis Colonello[1] [2] and marketed through infomercials[3] by the Fitness Quest corporation of Canton, Ohio, selling around six million. It was designed to protect the lower back during sit-ups.

Product

The Abdomenizer is an almost flat, saddle-like piece of thermoformed plastic, about, with handles and a depression for the tailbone. Colonello said in an interview in 2014 that the aim was to help people such as farmers consulting his practice in Ontario to do some exercise to develop core strength. He made one prototype and tested the product in his clinical practice before being approached to market the product.

Many people used them as snow sleds,[4] and a warning label was affixed advising against this use.

Reception

Six million were sold in 57 countries, mainly through direct response television advertising. The Abdominizer is no longer sold after Fitness Quest acquired the rights and then stopped production when sales dropped.

Expert opinion on the usefulness of the Abdominizer was mixed.[5] The Los Angeles Times noted that "they won't make the exercise any easier and they won't magically "firm both upper and lower abdominals," as the box claims."[6] The Telegraph suggest that using an Abdominizer might lead to overly fast movements, causing injury.[7] A physical therapist interviewed by Men's Health suggested that the device would not protect the back, but would reduce effort and so lower the effectiveness of exercise.[8] Wired described it as "A symbol for TV shopping channels everywhere, a cheaply made, overpriced widget that is destined to be unpacked, tried exactly once, and consigned to the basement".[9]

Advertising

Retail sales of the product were not initially successful.[10] The Abdominizer was then advertised in television infomercials, first broadcast in October 1988.[11] They were developed by direct marketer Collette Liantonio[12] and featured actress Charlene Tilton[13] and the New Zealand voice actor John Sweetman.[14] The adverts promised that you would "rock, rock, rock your way to a firmer stomach".[15] By 1992, 1.5 million had been sold at $19.95 directly from TV advertising, and 2 million more had been sold in stores,[11] This was described by Jay Conrad Levinson and Seth Godin as "a classic example of the way that informercials can drive the retail market".[10] Tilton cameoed in the Married... with Children episode "Tis Time to Smell the Roses" as herself, selling the Abdomenizer door-to-door.[16] Colonello described the infomercial as "silly" in 2014.[8]

External links

Notes and References

  1. Colonello . Dennis . 21 June 1988 . Apparatus for use in exercising the abdominal muscles . US . . 4752067 .
  2. News: Green garbage bags, zippers and ginger ale, Canada's contributions many. 1 July 2001. Grand Forks Herald. 2009-06-23.
  3. https://www.theguardian.com/lifeandstyle/2005/nov/12/shopping3 What's what: Design expert Oliver Bennett selects objects that he finds inspirational - and those that are simply a waste of space
  4. News: Tough Sledding. https://web.archive.org/web/20121105140950/http://www.highbeam.com/doc/1P1-22657473.html. dead. 5 November 2012. O'Brien. Kathleen. 13 January 1993. The Record (New Jersey). 2009-06-23.
  5. News: The Abdomenizer. Orlando Sentinel. January 16, 1990. November 6, 2015.
  6. News: Putting it to the test - how good is the exercise equipment hawked on late-night TV? Are the devices truly effective, safe and easy to use?. Iknoian. Therese. 6 October 1991 . Los Angeles Times. 2009-06-23.
  7. News: 50 ways to get fit for summer: 11 - Let a machine take the strain - but which one?. 10 June 2007. Daily Telegraph. 2009-06-23. https://web.archive.org/web/20090623063123/http://www.telegraph.co.uk/health/dietandfitness/3349646/50-ways-to-get-fit-for-summer.html. 23 June 2009 . dead.
  8. News: Even the Abdominizer's Inventor Thought Those Infomercials Were Awful. Wisdom. Guy. Men's Health. October 17, 2014. November 6, 2015.
  9. Four Fitness Gadgets You Probably Already Own. Sorrel. Charlies. 16 July 2008. Wired. 2009-06-23. https://web.archive.org/web/20090615045515/http://www.wired.com/gadgetlab/2008/07/four-fitness-ga/. 15 June 2009 . live.
  10. Book: The Guerrilla Marketing Handbook. registration. 85. 1994. Houghton Mifflin Harcourt. Jay Conrad. Levinson. Seth. Godin. 9780395700136 . November 6, 2015.
  11. News: From 'as seen on TV' to as seen at the store - exercise equipment marketing . 6 January 1992 . Discount Store News . 2009-06-23 . dead . https://web.archive.org/web/20090428151429/http://findarticles.com/p/articles/mi_m3092/is_n1_v31/ai_11768357/ . 28 April 2009 .
  12. News: Collette Liantonio: The Infomercial Queen. La Gorce. Tammy. New Jersey Monthly. August 8, 2013. November 6, 2015.
  13. News: Meanwhile folks, back at the ranch ...as the Ewing family reunites, we look at what's been happening to the stars of 'Dallas' . https://archive.today/20110815075414/http://www.nydailynews.com/archives/entertainment/1996/04/21/1996-04-21_meanwhile_folks__back_at_the.html . dead . 15 August 2011 . O'Sullivan . Kevin . 12 April 1996 . New York Daily News . 2009-06-23 .
  14. News: But Wait, There's More – In the Booth with Voice Artist John Sweetman. Rowe. Don. The Spinoff. September 25, 2015. November 6, 2015.
  15. News: Fitness Quest after fiscal fitness: Canton company may double 1990 sales figures. 14 September 1991. Akron Beacon Journal. 2009-06-23.
  16. News: You can take the girls out of 'Dallas'.... Lynch. Donal. Irish Independent. January 13, 2008. November 6, 2015.

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