Your Opinion: The Anti-Gym
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.
What is your opinion of The Anti-Gym’s message and approach?
I find those ads totally offensive. I am pretty fanatical about working out and like to be pushed hard. But I would HATE someone in my face calling me “Chubby.” It’s demeaning.
Any of the links that your provided to their site that had pics were so offensive to me that I had to close them before reading. Especially the pics of men with more than one woman. I’m sure the company works hard to help people achieve their weight goals, but do they deliver on the sex they are advertising as well? It sounds more like an S&M experience, so I think I will just keep counting my calories instead.
The TV ad I’ve seen actually suggests the fat wife (eating a whole cake) is going to lose her hot husband to a another woman (also hot).
Sure, it’s offensive, but they are trying to push your buttons, play to your fears. We’d all like to think that we are motivated by reason and facts, but emotions are much stronger motivators – either a promise of positive emotions (you’ll be happy if you have x) or being safe from negative ones (if you don’t have our baby-proofing products, your baby isn’t safe!).
Obviously, it works for them, plus the negative publicity actually gets their word out more. Any press is good press in this case. They don’t care who they offend.
The question is, if this helps some people change their eating and exercise habits for the better, is it okay?
Those commericals make me ANGRY. Seriously, I think they are offensive and are going about it completely in the wrong direction, capitalizing on our insecurities and fears.
The ads don’t offend me, mainly because it’s difficult to offend me (too many years of being exposed to crass comedians). But…
I read an in-depth article on this guy in 5280 Magazine. The author followed the guy around for a week or two, interviewed friends and family, and tried to get a good grasp of the Anti-Gym owner. He came off as a complete jerk (I’d say worse words, so I’ll just let you insert them yourself).
He lies incessantly to his family, he ridicules his clients, he’s misogynistic, and many other less than attractive qualities. If I wouldn’t want to spend one second of time in the presence of this man because of how awful and rude he is, there is no way he would ever be allowed to guide me in having sex with the lights on.
http://www.imaginarybinky.com
I have gone to the anti-gym for the last 6 months and cannot say enough good things about the place.. I was never obese, but I was overweight and needed some real motivation as well as some one who would help see me through getting to a weight that was healthy. While there are times they do throw cupcakes at people it is almost always done in jest and never to demean.
Michael certainly has created some controversy but in his mind any attention, while good or bad is good for business and that has played through. The gym is much crowded than before with people from all walks of life.
The workout is a workout like none other. I was a college athlete and still cannot believe how challenging the workouts are. To date I have lost 25 pounds and 12% body fat.
The ads don’t bother me one bit as that is all they are, ads, meant to create controversy and to get people to talk about the anti-gym. The article in 5280 is not all correct, if you talk to Michael. I have personally talked to Michael plenty of times and he is always nice, genuine and to the point with me. Again I would caution you that these are ads, designed by a pr firm, that apparently knows there market.
Most people are a bit intrigued by what goes on there. There is no sex, I have never co-ed showered and have yet to see anything other than really, really hard workouts… that guarantee results.
I have just signed up for a year and truly I lookforward to going every single workout.. how many people can say that when they pack there bag up to go to 24 hour fitness????
I know Michael. He has no credentials to be in the Health and Fitness industry. He has completely invented himself and he operates on “shock value” because there is no substance to him. Michael does not care about over weight people, or about anyone besides himself. He is a bully, and his methods are dangerous. He does not encourage a healthy lifestyle, he encourages partying hard and being mean to people. Many people have been injured at his business and he has a poor rating with the Better Business Bureau. Consumer Beware!!! Don’t be impressed, and don’t promote this business. Thank you for your time.
[...] January, I posted a piece about The Anti-Gym here at Mile High Mamas. The feedback from readers ranged from disgust at the “in your face” [...]
Oh my gawd! I just saw that gym owner on “The People’s Court”, and WHAT A PIG! He is nasty, rude, ignorant to truth, judgemental, a woman hater, and a total a**! He lost his case in court. He also did not refrain from slinging insults at the woman suing him. What an absolute waste of human skin! I’ve seen psychopathic abusers before, but man! This guy takes the cake…..
This man is a idiot!!!! A ugly ass idiot at that. No fixing that!!!
I have a wonderful fiancee who is good looking, sweet, well off, in shape, treats me wonderful and body builds and I weigh 280 lbs. So hopefully no one out there will actually believe this jerk that fat women cant get a man or husbands.
People like this is what the problem is in this world. I cant see this man could get any woman to stay with him.
Thin beautiful women get cheated on and dump all the time by loser men. So to say you have to be thin and beautiful means nothing. Look at jennifer aniston. Beautiful, thin, sweet, rich and what did Brad Pitt do? Left her for Angelina Jolie. So hopefully this idiot will just shut the hell up!!!