Ab Circle Pro Review-Short Version: Fat Marketing Claims Thin on Truth
Introduction
In mid 2010, I authored what is unequivocally the most exhaustive and comprehensive review of the Ab Circle Pro infomercial gadget and their outlandish (barely legal) marketing claims. The article literally went viral across the fitness industry. I received countless emails from health professionals praising me for taking the time to stand up against such abject nonsense which, to the trained eye, appears to be nothing more than a useless gimmick meant to turn a buck off unsuspecting consumers. However, the only limitation was that the article was a little bit too exhaustive and most people didn’t have the time to read the entire 15-page diatribe! Therefore, the purpose of this post is simply to highlight the main points in a more abbreviated version.
Claim: Lose 10 pounds (4.5 kg) in two weeks
Truth: Healthy fat loss is about 1 to 2 pounds (0.5 to 1 kg) per week. The marketing conveniently neglects to mention the composition of the said weight loss (since losing fat is not so easy). This is a common sleight of hand when it comes to slimming gadgets, garments, and pills.
Claim: “It’s like a treadmill for your abs. And best of all, it only takes 3 minutes a day!”
Truth: Ab Circle Pro marketing heavily touts the purported benefits of “3 minutes a day” on the machine but seldom mentions the Ab Circle Pro “system” which includes a low-calorie diet. Weight loss likely stems from the diet (cause and effect) while the user just so happens to be doing the machine (coincidence). Unfortunately, the credit is often given to the machine. Most people who simply reduce their consumption of soda, candy, and Big Macs and get out for a walk will also lose weight just the same.
Dr. Bill on Today Tonight, Australia (12 January 2012)
Claim: Lose 10 pounds in two weeks using the Ab Circle Pro for three minutes a day
Truth: In reality, even if you RAN at a world class speed of 10.9 mph (or 17.6 kph) for three minutes EVERY day, it would still take you 79.4 weeks (1.5 years), not two weeks, to burn the equivalent energy stored in 10 pounds of body fat. Comparatively speaking, the Ab Circle Pro is a low-intensity exercise so you can see it would take considerably longer to burn the equivalent energy stored in 10 lbs of fat.
Claim: “…ordinary equipment (referring to other ab exercises) just goes back and forth but doesn’t burn fat!”
Truth: This claim is overtly false. Any exercise will burn calories which will contribute to a calorie deficit and, consequently, fat loss. To illustrate the absurdity of this claim, we actually burn the most fat as a fuel source (proportionally speaking) when we’re sleeping! It’s because it’s so low intensity that it doesn’t really contribute much to fat loss.
Claim: “These machines burn fat but won’t flatten your abs! (showing aerobic equipment)”
Truth: This claim is also blatantly false and ignorant of basic principles of exercise physiology. Truth is, all aerobic exercises will burn calories and consequently contribute to fat loss from your abs. In fact, you could actually do NO abdominal exercises whatsoever and still get yourself washboard abs. Muscular definition is merely a function of the skin being pulled tight over the muscle. Naturally, if you do ab exercises then your muscles will be more prominent once you eventually lose the belly fat.
Claim: In fact, 3 minutes on the Ab Circle Pro is equal to over 100 sit-ups!”
Truth: There is no independent, publicly-available evidence whatsoever that 3 minutes on the Ab Circle Pro is equivalent to 100 sit-ups. This claim appears to be pulled out of thin air.
It is also noteworthy to mention that sit-ups actually target the abdominal muscles, unlike the Ab Circle Pro which actually targets the obliques and not the abs! Perhaps the product should be called the Ob Circle Pro.
Claim: “…the secret is the Ab Circle Pro’s unique circular motion that uses gravity to help you swing your torso. Instead of having gravity working against you, now it’s working with you.”
Truth: The real “secret” is that the swinging motion is actually the Ab Circle Pro’s greatest weakness. Having “gravity work for you” actually MINIMISES the training effect. It is possible that the braking effect at the top of the movement could mildly work the oblique muscles, but this is not what the advertisement suggests.
Moreover, the side to side swinging motion does not resemble anything functional in our day to day living. In other words, it’s a useless movement pattern that has no practical utility to the real world – other than raking in cash for the company.
Claim: (Chiropractor endorsement) “I would definitely recommend the Ab Circle Pro because it takes all the pressure off your neck and your low back and allows your body just to work your abdominal muscles and your core muscles. That’s why you get results so fast.”
Truth: Quite the opposite, the machine actually introduces pressure on the neck and low back. Individuals with diagnosed back problems should be advised not use the Ab Circle Pro unless cleared by their specialist. As mentioned above, the machine mainly targets the oblique muscles, not the rectus abdominus (main ab muscles you can see) muscles. The chiropractor’s testimonial is irresponsible and I can only assume it was a compensated statement.
Claim: “Just by removing the Ab Circle Pro’s center locking pin, you now have a freestyle workout that actually turns the Ab Circle Pro into a bun and thigh machine. “
Truth: This is another misleading, if not false, claim. When you remove the central pin and pull yourself upwards, the machine actually misses the butt and hamstrings altogether (as opposed to what consumers are expecting). It might have a mild effect on the small hip flexor muscles (the front crease where the hips meet the thighs – image here).
Claim: But look, this thermal imaging proves that the Ab Circle Pro targets your entire core a complete 360 degrees.
Truth: This is pseudo-scientific nonsense. The thermal imaging pictures they use in the infomercial do not prove anything other than a diversion of blood flow to the region. This is not evidence of biomechanical superiority. You would see the exact same thing with any other abdominal machine.
Claim: “The Ab Circle Pro is…. ‘clinically proven’ to be more effective.”
Truth: “Clinically proven” to be more effective than what? Notice they don’t qualify the statement? The ambiguity is what keeps this claim “legal.”
It is also noteworthy to mention that “clinically proven” is more pseudo-scientific poppycock. This phrase has been used for years to dupe unsuspecting consumers and give a product an air of credibility.
One Response to "Ab Circle Pro Review-Short Version: Fat Marketing Claims Thin on Truth"
Hi
For the past two months I have been seriously contemplating on purchasing an Ab circle pro. However after reading your review Iam certainly not going to purchase this gimmick. So a BIG thank you to you in a very well written and researched article. I shall continue to do my sit ups and eat sensibly, rather than wasting my money on Ab circle.
Many thanks
Indra.
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