Fitness Engineering

With all of the controversy over
genetic engineering, there’s some good news for those who are against it. It appears that scientists may not actually need to alter genes to rid us of the myriad diseases that plague our society. Instead, all individuals have to do is eat right and exercise, and the disease-preventing genes will actually increase, while the disease-promoting genes shut down.

Sound too good to be true? Not according to a recent
study conducted at the Preventive Medicine Research Institute in Sausalito, Calif. The study involved 30 men with low-risk prostate cancer who decided to undergo three months of major lifestyle change in lieu of conventional medical treatment such as surgery or hormone therapy.

This study could have an exciting implication for the fitness industry — especially at a time when it’s reported that fitness facility memberships declined in 2007 for the first time in 10 years — primarily due to people cutting back on expenses due to high gasoline and grocery prices. The implication of this study, however, is that people can’t afford not to be a member of a fitness facility. This is a do-or-die situation — especially for those with bad genes.

The new marketing approach for the industry could be something like, “Wish you could just scrap those genes your parents’ burdened you with? We’re trained to help you genetically alter your chances of getting sick. Sign up now for our program of fitness engineering.”

People are worried about falling victim to diseases such as cancer, diabetes, hypertension and a host of others. A marketing approach that focuses on wellness with research to back it up is a whole lot better than the focus on appearance.