Jillian Michaels – The Biggest Loser

When  The Biggest Loser’s Jillian Michaels stated that she would prefer to adopt rather than give birth because, as she put it, “I can’t handle doing that to my body,” I understood, in part, where Michaels is coming from.  Her body is her career.  Her very livelihood depends on her looking fit and trim. 

Plus, she’s a star of a popular TV show.  It would be difficult for her to train Biggest Loser contestants pregnant.   American audiences would not want to watch an immensely pregnant woman yelling at people and forcing them to run or lift weights.  The pressure on her to immediately drop the baby weight and return to her pre-pregnancy shape would be intense.  And contrary to popular belief, not every woman wants children, and not every woman who wants children, wants to give birth.

Logical or not, Michaels’ comments could prove to be a costly marketing move.

In addition to The Biggest Loser, Michaels has a burgeoning franchise centered around weight loss products.  Her website, jillianmichaels.com, features her eponymous weight loss program and sells DVDs, books and fitness equipment.  The Jillian Michaels’ 30-Day Shred is an intense weight-loss and exercise regimen. 

In defending herself, Michaels adopted the oh-so-familiar claim that her comments were taken out of context.  But whether or not Michaels was talking about the effect of pregnancy on a woman’s figure, she should have known her statement would be taken as implying she didn’t ever want to be fat again (Michaels has admitted to weighing as much as 175 — oh, the horror!). 

Michaels’ biggest mistake may have been her criticism of “mommybloggers” in particular for their “disappointing” response.  Most of her customers are — you guessed it — women, many of whom are mothers who are looking for help shedding the excess baby weight.  Alienating the customer base = bad marketing.

Michaels reminds me of the character played by Ali Larter in Legally Blonde — the fitness maven who swore Reese Witherspoon’s Elle Woods to keep her alibi to a murder charge secret, because admitting to getting liposuction would expose her as a fraud.  Regardless of what she meant, in saying she would prefer to adopt because she “can’t do that” to her body, Michaels sounds as if she doesn’t have much confidence in her own weight loss products and philosophy.  And if you don’t even believe in what you’re selling, why should I buy it?

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2 Responses to “Jillian Michaels – The Biggest Loser”

  1. OneChele Says:

    This kind of stunned me, I recently read that many “mommyblogs” actually advocated her program as the best to shed baby weight – guess she killed that.

  2. [fung'ke][blak][chik] Says:

    Hmm…I’ve read reviews on her products on GNC, and most ppl say they don’t work…so…the least she could do is to get pregnant and prove that they work..

    but as you said….not everyone wants children, and with that I’d add, not everyone should have children either.

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