Ab Circle Pro 2.0 Review: Recycled Infomercial Garbage
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Ab Circle Pro Exposé on TVNZ Close Up – Click Image
The only things left after a nuclear blast? Cockroaches and the Ab Circle Pro V 2.0
I had hoped the Ab Circle Pro would die a quick death after my exhaustive product review from June of last year (Ab Circle Pro Review: Fat Marketing Claims Thin on Truth). The article went viral across the global fitness industry and I received a tremendous number of supportive emails and not a single negative one (a sign that legitimate exercise professionals are fed up with the product). But much to my chagrin, Jennifer Nicole Lee is back with a rehashed version of the product not so creatively dubbed the Ab Circle Pro version 2.0. As far as I can tell, V 2.0 appears to be virtually the same as the 1.0 model without any noticeable structural changes. The only appreciable difference I noticed had nothing to do with the product, but more to do with their questionable marketing and barely legal claims.
Ab Circle Pro V 2.0: New and Improved Garbage
A new round of Ab Circle Pro 2.0 infomercials have cropped up here in Australia and New Zealand and the official website has been revamped and tweaked a little bit. A recent grilling of Jennifer Nicole Lee and the Ab Circle Pro on United States version of 20/20 TV program may have been responsible for their removal of some claims. But no matter how much they try to mislead consumers with the carnival shell game, the fact of the matter is that swinging side to side for a few minutes a day is NOT going to result in any appreciable changes in body fat (wishful shrinking?).
Unlike the first advertising blast, the Ab Circle Pro infomercial has upped the ante and now contains testimonials from NASCAR driver Brendan Gaughan, actress and reality TV star Audrina Patridge (who is that?), and Olympic Medalist Amanda Beard. While it makes for compelling marketing, anecdotal testimonials, particularly when associated with a shifty product like this, should not be viewed in the same light as scientific research. To date, there is no clinical evidence that the Ab Circle Pro machine is an effective fat burning machine more than any other standard exercise. It is more likely that weight loss stems from the diet that comes with the “Ab Circle Pro System.”
You Can Polish a Turd….But It’s Still Just a Turd
Even though Jennifer Nicole Lee and the marketing minds behind Ab Circle Pro would have you believe that version 2.0 is better than the previous one, the only overt changes appear to be in their marketing. It looks like the “lose 10 pounds (4.5 kilos) in 2 weeks” mantra is no longer their battle cry. Now they say “We guarantee, with the Ab Circle Pro System, you’ll start seeing results in the first 2 weeks, or your money back.”
Bottom line: I advise consumers NOT to purchase the Ab Circle Pro 2.0 for the following reasons:
1) The company STILL continues to make false claims. The pitch mans states: “Look, ordinary equipment just goes back and forth but doesn’t burn fat (showing people doing sit-ups). These machines burn fat but won’t flatten your abs (showing elliptical and treadmill).” Both sides of their argument are overtly false. Doing sit-ups burns calories and will contribute to the overall calorie deficit and, consequently, fat loss. On the second claim, it is possible to use the treadmill and elliptical trainer and do absolutely NO abdominal exercise whatsoever, yet still lose fat from the abdominal region. Regulatory agencies should take Jennifer Nicole Lee and the Ab Circle Pro marketing team to task for making false claims
2) The movement pattern is likely not as effective as they claim. The announcer states: “But the Ab Circle Pro combines cardio to burn fat and an abs workout while it’s unique friction free track uses the momentum of gravity to target your entire mid-section in a full circular motion, firing your core fast.” Unfortunately, the use of momentum actually LIMITS the effectiveness of the machine because it detracts from the muscles having to contract to swing the body up to the finishing position.
3) Though they have backed away from the “lose 10 pounds in just 2 weeks” claim, they still promise unrealistic quick weight loss. The announcer states: “You’ll start to firm and flatten your stomach in just weeks, not months. We guarantee it.” Guarantee it all you want, this is still absolute nonsense. Losing fat is not an easy process and it certainly won’t melt away in “just weeks.” If it took you 20 years to put it on, then you can rest assured it isn’t going to disappear in this short a time frame. It takes legitimate, sustainable lifestyle changes to effect long-term fat loss. In all, it appears to me the company is selling hype and hope a la quick fix, not lasting results. Buyer beware.
4) The wording of the claims are very misleading. The promise of quick weight loss is based on using the “Ab Circle Pro System” which includes the included reduced-calorie diet, yet the entire focus of the infomercial is on the Ab Circle Pro machine. Why not save yourself wasting $240 USD, skip the Ab Circle Pro altogether, and just start on a healthy eating plan. You’ll likely get the same results.
5) The company misleads consumers by showing thermal images and claiming this shows you’re “in your fat burning zone almost instantly.” This is false and is not indicative whatsoever of how much fat or carbohydrate you’re using, but instead reflect skin temperature. In fact, to split hairs, if you did a VERY high intensity abdominal exercise, any exercise, you’d be burning predominantly more carbohydrate as a fuel source due to the anaerobic nature of the exercise. And thermal imaging results would likely show greater intensity than if you were using the Ab Circle Pro at a lower intensity. In all, this is yet another bogus claim that the Ab Circle Promoters use to dupe consumers into wasting their money.
6) Further demonstrating the ignorance of the Ab Circle Pro marketing, the announcer states: “And watch this. Simply remove the pin and the Ab circle Pro becomes a fat-burning bun and thigh machine, trimming your buns, hips, and thighs in no time.” Unfortunately, a basic biomechanical analysis of the product contradicts this claim. The forward and backwards movement pattern which purportedly works the hips and thighs actually circumvents these areas for the most part. For example, on the upward (concentric or lifting) phase of the movement, it is predominantly engaging the hip flexors (iliopsoas and superior aspect of the rectus femoris) but NOT the gluteus maximus (buns) and hamstrings as might be expected by consumers.
In closing, The Ab Circle Pro V 2.0 does not appear to be much different than version 1.0 and still remains just another too good to be true infomercial gimmick promising nothing more than exaggerated hype. Weight lost while using the “System” likely stems from reducing calories and has little to do with using the machine for a few minutes a day. I advise consumers NOT to purchase this product. For a more exhaustive ad nauseum critique, see my Ab Circle Pro independent review from last year.
5 Responses to "Ab Circle Pro 2.0 Review: Recycled Infomercial Garbage"
Dr. Bill, it never stops amazing me how people will rake advantage OD the inference of the general public to make money. The fitness industry is like the medical industry of the 1800′s, full of “Snake Oil Samesman”. I, like you am here to try to make a difference and not just take money from people. Thank you for your post!!
Thanks Dwayne! Agreed, snake oil doesn’t only come in a pill or solution, but now takes the shape of holographic wristbands and pieces of scrap metal and plastic. Keep up the good work and the fight for responsible science in advertising.
[...] don’t believe me, read Dr Sukala’s own research here, or click on the image at the top right of this post to see the Close Up show about the Ab Circle [...]
I have to disagree with this entire article. I purchased the Ab Circle Pro 2.0 and I have lost almost 20 lbs strictly from my sides and my stomach. This was something I was never able to do no matter how much I ran on the treadmill or did situps. This machine has done wonders for me.
Hi Curtis, Thanks for leaving a comment, even if to disagree with my article. Congrats on achieving your results. I am curious to know more information regarding your weight loss. How many minutes per day were you using the machine? What other forms of exercise and/or physical activity were you doing in your day to day living? Were you also following the reduced-calorie diet that was provided with the machine? In many cases, weight loss stems from the diet (cause and effect) but it is coincidence that it occurred as a result of doing a few minutes a day on a machine which works an isolated region of the body.
Yours in health,
Dr. Bill
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