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Behind Those Before-And-After Instagram Photos: Money, Marketing And Meal Replacements

"What so many of those coaches are bringing is their own anecdotal experience," she said, "without a broader understanding that nutrition is not one-size-fits-all."

McClain, who sits on a local board of Beachbody coaches who moderate conversations online and plan in-person events, said those critics are right. He said he doesn't claim to be an expert but rather a role model. And as for the sustainability piece? He admits that, too. Not every program is sustainable, he says, but for those 21, or 80, or 90 days, that's not necessarily the point.

"Even that amount of time sets you up for success," he said, "because you realize what you're capable of."

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