Beachbody: Thinking Beyond the Infomercial

After selling $420 million worth of exercise DVDs, the fitness company is diversifying with new products including a gospel fitness program and a Spanish-language line
Horton promises pain and perspiration—and it sells

Tony Horton has trained senators, soldiers, and celebrities such as Bruce Springsteen and Billy Idol. In the past three weeks, the latter-day Jack LaLanne has been to six states to promote his grueling in-home fitness program, P90X. Soon, Horton is off to Japan and France for training sessions, his first book will be published in December, and he's shopping around a reality TV show. "The first five months of the year I slept in my own bed only 50 times," Horton says. "It's pretty crazy."

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