The rise of Ozempic has Americans chasing dubious muscle-building miracles (Business Insider)

Posted: Jun 12, 2025 in In the News

This article was originally published in Business Insider in June 2025.

 

The rise of Ozempic has Americans chasing dubious muscle-building miracles

Story by estewart@insider.com (Emily Stewart)
 
Every generation has its own version of the vibrating belt machine — the '50s-era contraption that promised to literally shake housewives into shape with minimal effort (and effect). This perpetual fitness obsession is why, on a recent Friday in June, I found myself strapped into the 2025 iteration: an electro-muscle stimulation suit. For 15 minutes, sporting an outfit that had me looking like a cross between Uma Thurman in "Kill Bill" and a Transformer, I lunged, squatted, and pressed around a compact, chic-ish space as the getup intermittently sent little electrical impulses through my body. At first, I cackled as the EMS suit gripped and vibrated me every few seconds as I attempted to move. By the end, I came to dread the waves — it felt like a shock collar people put on dogs to stop them from breaking out of the yard. 
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"It's human nature to gravitate toward shortcuts," says Cedric Bryant, the president and CEO of the American Council on Exercise.

Those shortcuts sound nice, but the research on many of them is limited, and where it does exist, it's often conducted or paid for by the companies selling the products.

"The concern with all of these gadgets is that, similar to supplements for weight loss and health benefits, there is no, or at least very little, data and strong comprehensive studies that show, yes, this is going to be beneficial," says Jessica Bartfield, a clinical associate professor of weight management at Wake Forest University's School of Medicine.

ACE has commissioned research institutions to test the claims of many of these low-effort, heavily marketed products, Bryant says, and for the most part, they've found many offer marginal benefit at best. And none are a substitute for a comprehensive, regular program of physical activity. "The science behind most of these products is weak, often anecdotal, and almost always overhyped," he says.

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