We all talk a big game around this time of year about getting in better shape, but few of us do much about it. The maker of a protein bar, however, is hoping that the lure of some pocket money might keep those resolutions on track.
RxBar is offering people the chance to win $2,500 if they pledge to relocate their couch for 30 days. Ideally, they’ll put some exercise equipment in its spot, but that’s not one of the rules of the contest.
Technically, though, the $2,500 is meant to cover couch storage and new home gym equipment. Whatever the winner decides to do, they won’t be spending that money on protein bars: RxBar will also offer a year’s supply to the contest winners.
The contest will begin taking entries on Jan. 4 for 10 days. Ten people will receive the cash (well, technically, prepaid gift cards) and protein bars. Winners will be announced on Jan. 17.
Resolutions to get fit or lose weight are among the most popular on New Year’s Day after so many people consume an obscene number of calories in late November and most of December. The promises generally don’t last too long, though.
The second Friday of January is known as Quitter’s Day, as that’s generally the point when people give up on their resolutions.
That leaves two weeks for fitness and health food companies to capitalize on, however. More than 12% of all gym membership sales take place in January, according to the International Health, Racquet & Sportsclub Association (IHRSA).
It’s a big time for protein bar companies, too. While the pandemic hurt the industry, protein and other bars have rebounded in recent years, with the most recent data from IRI showing the “snack bars/granola bars” category seeing a 17% increase in 2022, with total sales of $9.629 billion.