We take on this question with that help of previous guests Eric Helms and Omar Isuf, who joined us in studio. Eric holds a BS in fitness and wellness, an MS in exercise science, a second masters in sports nutrition, a PhD in strength and conditioning, and is a research fellow for AUT at the Sports Performance Research Institute New Zealand. Omar is a successful YouTube content creator from Canada, a partner with Mike Farr and Bart Kwan on Kizen Training, as well has pursuing other business ventures. He’s also a keen observer of media.  Here's part of how we broke it down.  What sets off our BS detectors? What are some common elements of gimmicks and scams in fitness? Is anything ever really too good to be true? Who usually ends up pitching them? How should scrupulous marketers (and content creators) craft their messages in ways that are not misleading? You can find Eric at 3DMuscleJourney.com and on Instagram: @helms3dmj You can find Omar on his hugely successful YouTube channel. And Instagram as @omarisuf. You can find them both on their new podcast, Iron Culture, but we’re drawing a blank on when new episodes get released. Thanks to Eric and Omar for joining us! This episode is sponsored by The Great Courses Plus. For a limited time only, they are offering our listeners an entire Month for FREE! Check out the course Understanding Human Behavior for free. It’s a great fit for the topic of this episode. Start your free month trial today using our special URL: Thegreatcoursesplus.com/FACTS   Hosted by Mike Farr (@silentmikke) and Jim McDonald (@thejimmcd). Produced by Jim McDonald Production assistance by Connor O’Neal. Theme by Aaron Moore. Branding by Joseph Manzo.