Are you a kettlebell aficionado? If so, you are still in the minority of the American public. When you first found kettlebells, you probably evangelized the training to everyone who would listen… and (obnoxiously) to many who wouldn’t. In fact, your friends and family often make fun of your “cattle-ball” training. I bet someone even made you a kettlebell shaped birthday cake. Sound familier? If so, then I would bet you’ve heard the following phrase at least a dozen times in the last month:
“Hey, I was watching TV the other day and saw an infomercial about your kettleball thingies.”
That’s right. Kettlebell training has finally hit mainstream with a full-blown infomercial!
…or has it?
I finally had the chance to watch the Kettlenetics infomercial this weekend. I was expecting a kettlebell infomercial, so I was surprised and disappointed by what I saw at first glance. Kettlenetics is very clearly not kettlebell training. It sort of looks like kettlebell training. But it isn’t.
First of all, you see this tiny paperweight of a 4 pound kettlebell. Scratch that: at least they had the grace to rename it a kBell. A first-time kettlebell user (particularly a woman) should not be able to bottoms-up press an appropriately sized kettlebell. The star of this production, Michelle Khai, can hold the kBell level with one hand by a single horn!
4 pounds won’t activate your glutes, thighs, hamstrings, or core. Unless you are 3 years old. That’s the point of kettlebell training. There are, however, plenty of great ways to stay fit. You can go running, ride a stationary bike, or lift traditional free weights. It’s all good.
We’ve established that Kettlenetics can’t be classified as kettlebell training...
... but is it a bad product?
Well, I don’t know. I’ve only seen the infomercial. Which, as you’d expect, includes quite a few compelling success stories. I’d have to classify Kettlenetics as a bodyweight/dance fitness program. The majority of the resistance shown in the infomercial comes from the bodies of the participants… not from the kBell. From what I see, they’d get exactly the same workout by holding an imaginary kBell throughout. Think air guitar kettlebell.
For someone who hasn’t left the couch in years, jumping into a Kettlenetics workout will certainly be considered moderate to heavy exercise. For that kind of person, any exercise is good exercise. If paying $60 for a DVD and interesting device gets you moving, it’s worth the money. Just be aware that this isn’t anywhere near as effective as real kettlebell training.
I think it’s important to understand the real reason we aren’t seeing a true kettlebell training infomercial. It’s about money.
Michelle Khai is the Chief Science Officer for Kettlebell Concepts. You may not like Kettlebell Concepts because of a religious devotion to one training camp or another. But, you have to admit that it is certainly teaching real kettlebell training when compared to what you see in the Kettlenetics infomercial. Michelle has been a part of that for years. So, why isn’t it reflected in this mainstream marketing effort?
Because, Kettlenetics is owned and trademarked by Gaiam Americas, Inc. The infomercial is produced and distributed by the same kind of Direct Response (DR) marketing machine that brought you products like the Ginzu knife and the ThighMaster.
In the 1980s, just about any ludicrous product could be packaged for DR TV advertising campaigns and make millions. A huge industry grew around DR, and the guys behind this industry learned exactly what triggers a middle class American to pick up the phone and pay $29.95. Today, however, DR is on its deathbed due to thousands of available channels, the internet, and the Tivo fast forward button.
But, these dinosaur DR marketers are still plugging away. And, they’ll keep selling with the rules they’ve learned over decades. A few years ago, I had a hand in advising a top-notch kettlebell instructor who was attempting to reach out to some infomercial producers. Two of the top names gave him exactly the same responses:
“Can’t do this product unless the kettleball is under 10 pounds.”
“Can’t do it your way because it looks dangerous and hard.”
Luckily, he wouldn't compromise.
They are correct, of course. The DR business model will not support a full size kettlebell. Shipping and material costs on a 16kg kettlebell would push it well beyond the “just 2 payments of $29.95” acceptable limit. And besides, I don’t see how an infomercial presenter can say, “Get in shape without breaking a sweat in just 10 minutes per day!” while featuring footage of a real kettlebell workout.
I doubt that Kettlenetics exists because Michelle Khai wanted to expose the masses to kettlebell training in an easy, safe way. It more likely exists because Gaiam required her to make heavy compromises so that this product could fit into an established DR marketing box that will guarantee short-term profits.
You want real kettlebell training? Check out our "Top Picks" for kettlebell websites to the right. Or, find a professional in your area in our kettlebell gym directory.