fact is you dont even need to look like you ever lifted a weight in your life to be sucessfull in the fitness industry. You just need to know how to bullshit the ignorants with carefully prepared slogans and media coverage/propaganda.
from what i ve read, the guy is selling these crapy videos since years on TV and managed to reach a huge base of elderly, soccer mom and retarded men who keep buying his stuff, wether it's vhs, bullshit supplements or "motivational" seminars.
Somehow, and as gay as he obviously is, you have to agree it takes a smart man to SELL to gullible ignorant average joes something that you can get for FREE everywhere on the internet just using google.
All he had to do was to create a nice character that would appeal to all of these mainstream people , spam TV channels with his ads and there you go, multimillion dollar business made simple!
