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According to ABC news, approximately 108 million Americans are “dieting” meaning they make 4-5 attempts at “dieting” every year, and the annual revenue of the U.S. weight-loss industry, including diet books, diet drugs and weight-loss surgeries is around $20,000,000,000.  Yes, that’s $20 BILLION with a “b.”

So if it’s that important to that many people, and there is that much money spent on it every year, why are so many of us still overweight?

Well, there are many reasons for that including the fact that just about anyone and everyone involved in the fat loss industry will lie through their teeth just to make a buck (OK, so maybe that’s most industries, but the fat loss industry feels extra slimy), but I would argue that money and marketing is definitely at the root of the problem.

For the most part, reasonable, sustainable, and healthy fat loss tips aren’t “sexy.”  People who really want to help you with achieving this kind of fat loss (the reasonable, sustainable, and healthy kind) aren’t going to tell you that they’ll help you, “lose 20 lbs in 20 days”, or help you, “lose 2 clothing sizes without changing what you eat,” or that, “taking this pill is like exercise in a bottle.”

Nope.  They will tell you eat when you’re hungry, stop when you’re full, eat real food 90% of the time, strength training regularly, do some energy systems work (i.e. cardio), get your sleep, manage your stress, and get a little sunshine.

Umm… not exactly magazine-cover worthy, huh?

It’s a vicious cycle of us wanting a quick fix, and companies wanting to make money so they’re willing to sell us that quick fix, and so on and so forth as we desperately try one fad fat-loss product after another.

So what’s a gal to do?

Well, if you’re interested in that ridiculous stuff I was talking about earlier (you know, that reasonable, sustainable, and healthy fat loss) then check out these articles below:

Reader Question: Bust Through Your Fat Loss Plateau: Part 1

Reader Question: Bust Through Your Fat Loss Plateau: Part 2

Reader Question: Bust Through Your Fat Loss Plateau: Part 3

Is Being Really Lean Really Worth It? 

Extreme Leanness: The Good, The Bad, and The Ugly

Extreme Leanness: The Good, The Bad, and The Ugly Part 2

Extreme Leanness: Part 3 – The Do’s and Don’ts