Woodway Curve: Proof Statements in Advertising

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This is a joke, right?

“There is no motor, there are no buttons, it is entirely manual, you could say it runs on sweat and determination.”

Ooh! They’ve invented the manual treadmill!

I’ve seen those at garage sales, and Walmart. Oh, and hotel fitness centers.

Actually, I can do THIS without a treadmill. It’s called “running” and you do it on sidewalks.

“Attain full sprint in a few explosive steps.”

Hey, I do this too! I call it “interval training” and I do it on a football field near my house.

But seriously…

I love Woodway’s conventional treadmills. They are truly a step above everything else on the market. And I can imagine that the Curve might offer something new and worthwhile. But I’ll never know what it is from their advertising and product marketing materials.

They want to pitch it for sports performance conditioning and calorie burn, but none of the marketing content actually backs that claim up with evidence.

There are no proof statements that back up the benefits they promise—and that’s a serious flaw in fitness marketing.

This product’s benefits emphasize the low cost of ownership. But that’s not a terribly impressive claim since this is not powered equipment with a motor that can fail. It’s accompanied with a lot of technical specification details that do nothing to demonstrate superior conditioning or calorie burn results.

In fact, they don’t have any training facility or end-user testimonials or data at all that we could spot. At one time they did have just a handful of videos from a single fitness business that I bet got free, discounted or loaner equipment in exchange for their participation. (Which, by the way, should be disclosed per FTC regulations if that’s indeed what happened).

But now, even those seem to be gone. Perhaps that business no longer uses the Curve.

This doesn’t totally shock me because I first saw a Curve appear at my gym a couple of months ago, and I have never ever seen anyone use it.

Knowing Woodway, this is probably a great product. I just wish their marketing did it justice.

Learn from their mistakes, and make sure your own marketing always backs up your promises with real-world proof statements.