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Beachbody LLC
Multi-level Marketing
FoundedSanta Monica, California (1998 (1998))
United States
Area served
Direct: US, Canada, U.K. (Beginning 2017) Indirect; worldwide
Key people
  • Carl Daikeler (CEO)
  • Jon Congdon (President)
  • P90X
  • Insanity
  • PiYo
  • 21 Day Fix
  • Focus T25
  • CIZE
  • BodyBeast
  • Youv2
[1] Beachbody On Demand (BOD)

Beachbody LLC is a privately-held American multi-level marketing company[2] that uses direct response infomercials,[3] e-commerce, and individual sales consultants to sell home-exercise videos and dietary supplements. The company was founded in 1998 in Santa Monica, California.[4] Their products include P90X.

Team Beachbody[edit]

Team Beachbody encourages members of the general public to enroll as "coaches". These customers-turned-salespeople register online as a "coach" and sell fitness packages using Beachbody products and programs including workout DVDs, food supplements and meal plans and in turn earning up to 25% commission[5] for each sale.[6] Carl Daikeler, a co-founder described coaches as serving as "walking billboards and salespeople who want to help their family and friends..."[2] and that the "average lifespan" of a coach is three months. In 2013, CNN reported that within two years of Team Beachbody's launch, sales of the parent company's products rose more than 60%.[7]

An article by Michelle Ruiz for Cosmopolitan's website in 2015 reports that the "pyramid setup" garners criticism from some who call Team BeachBody a "scheme" and that anyone can register online as a coach. The article also quotes Marion Nestle PhD, a professor of nutrition and food studies at New York University, as saying "It never ceases to amaze me that anyone would fall for anything like this. ... It's about making money."[6]

An article in The Philadelphia Inquirer by Anna Orso in 2018 profiles Team Beachbody coaches and reports that coaches earned an average of $2,600 per year (not accounting for expenses) and that more than half of all coaches earn nothing. The company claimed that their pyramid-like sales structure is not an illegal pyramid scheme.[5][8]


P90X system.jpg
P90X Materials
InventorTony Horton
Current supplierBeachbody
Website Edit this on Wikidata
Standard home gym equipment recommended for use with P90X: Yoga blocks, yoga mat, dumbbells, pull-up/chin-up bar, push-up handles, gloves, and chair

P90X, or Power 90 Extreme, is a commercial home exercise regimen created by Tony Horton in 2005 and was developed as a successor to the program called "Power 90". It consists of a training program that uses cross-training and periodization, combined with a nutrition and dietary supplement plan.[9]

The program was launched in 2005; it was heavily marketed through infomercials and celebrity endorsements.[10][verification needed]

Tony Horton

In 2010, P90X sales dropped off dramatically;[11] however, it still represented half of Beachbody’s $430 million revenue in 2010 and had sold over 4.2 million copies.[11]


Between June and November 2017, advertising watchdog organization Truth in Advertising found that Beachbody distributors were making false and unsubstantiated income claims to promote the company’s business opportunity.[12] The FTC has stated that 99.6% of all MLM participants will lose money, after factoring in the costs to join.[13]

In 2017, Beachbody agreed to pay $3.6 million to settle a lawsuit from the city of Santa Monica over automatic credit card renewals. It was alleged that Beachbody was charging its customers’ credit cards on an automatic, recurring basis without the required written consent of those customers.[14]


  1. ^ "Beachbody Fitness, Nutrition, Diet and Weight Loss Products and Videos". October 19, 2009. Archived from the original on February 19, 2011. Retrieved February 14, 2011.
  2. ^ a b Rovell, Darren (January 31, 2011). "Beachbody Grows Exponentially Thanks To Network Marketing". CNBC. Archived from the original on October 13, 2012. Retrieved April 1, 2012.
  3. ^ Debter, Lauren (April 10, 2018). "Inside Beachbody's Billion-Dollar Fat Burning Empire". Forbes.
  4. ^ Diana Olick, CNBC. "Get really fit by hitting the basement." May 27, 2016. Retrieved Sep 5, 2018.
  5. ^ a b Orso, Anna (May 21, 2018). "Behind those before-and-after Instagram photos: Money, marketing and meal replacements". The Philadelphia Inquirer.
  6. ^ a b Michelle Ruiz (July 22, 2015). "This Cultish Workout Is All Over Your Social Media Feeds — But Is It Legit?".
  7. ^ Hicken, Melanie (January 9, 2013). "The money behind Herbalife, Mary Kay and others". CNNMoney.
  8. ^ "Statement of Independent Coach Earnings December 29, 2016 – December 27, 2017 1" (PDF). Retrieved March 5, 2019.
  9. ^ "What is the P90X workout? Rep. Paul Ryan credits Tony Horton fitness routine for keeping in shape". NY Daily News. August 15, 2012. Retrieved August 15, 2014.
  10. ^ Townsend, Matt (September 7, 2012). "Ripple Effect: Beachbody LLC flexing its muscles following success of P90X program". Chicago Tribune.
  11. ^ a b Esmé E. Deprez (November 18, 2010). "Beachbody: Thinking Beyond the Infomercial". Bloomberg. Retrieved August 15, 2014.
  12. ^ TINA (December 18, 2017). "TEAM BEACHBODY INCOME CLAIMS DATABASE". Truth in Advertising. Retrieved September 15, 2020.
  13. ^ Jon M. Taylor, MBA, Ph.D. "Appendix 7E: MLM Profit and loss rates vs. various income options" (PDF). FTC. Retrieved September 15, 2020.CS1 maint: multiple names: authors list (link)
  14. ^ Howard Fine (August 29, 2017). "Beachbody Agrees to Pay $3.6 Million to Settle Case Over Automatic Credit Card Renewals". Los Angeles Business Journal. Retrieved September 15, 2020.

External links[edit]