Gordon G. Andrew is Founder of Highlander Consulting Inc., a New Jersey-based firm that helps clients to create, grow and keep customers.
There are practical reasons diet companies and national gym chains spend most of their advertising budgets within two seasonal windows: in advance of the new year, when people make their annual resolutions, and in springtime, when beachgoers face the prospect of wearing a bathing suit in public.
Despite best intentions, many people who join gyms in January are likely to drop out in February, and many other new members will drop out within the next few months. Countless research studies also suggest that many people who lose weight will regain all of those pounds within a year, and likely add more.
There are valid social and physiological reasons most people don’t do the things necessary to maintain their personal health and fitness. On their journeys, they