Burnthefat.com was developed by Tom Venuto, a career body builder, personal trainer, nutritionist and motivation coach. His nutritional program is widely used by professional body builders and models, and is ideal for people whose goal is permanent weight loss, sculpted muscles and a low body-fat ratio. Its key selling points are that it won’t mess up your metabolism, the results are permanent, and it is completely drug-free and supplement-free, relying instead on combinations of foods that rev up your metabolism and boost fat-burning. In addition, Venuto specializes in motivating people to lose the weight and build the muscle.

Most diets result in as much lost muscle as fat. People who only monitor their progress through lost pounds and inches most likely are losing muscle mass, not fat, Venuto says. The end result – plateau city and an eventual re-gaining of the weight lost. Among the tools provided by his book “Burn the Fat, Feed the Muscle” is a method to tell the difference between your fat mass and your lean body mass, to better measure your progress.

Venuto is among the handful of “natural” body builders who eschew steroids and supplements in favor of food and exercise combinations that “turbo-charge” your metabolism and lead to ongoing, major fat loss and permanent muscle gain. The program offers more than a dozen ways to rev up your body’s “metabolic engine” and accelerate its natural calorie-burning rate.

Some of the sales language in the website is off-putting, but in reading further, Venuto’s claims are backed by an impressive list of personal testimonies, provided by a virtual “who’s who” list in the body-building and fitness industries. Further, there are many testimonies from individuals in their 30s or 40s and older, many of whom say they experienced rapid, easy success with the program. One example:“Tom Venuto, in my opinion, is the leading, VERY BEST fitness expert and author of our time, and much of my and our clients’ success are due to his teachings. He and his fat loss system are on the cutting edge of science and don't miss a nutritional tip, trick, secret, or strategy in achieving amazing results. What's more, they are offered in an easy-to-understand and easy-to-follow format.” That’s according to Chad Tackett, president and CEO of Global-Fitness.com.

Initial enrollment cost of the program is $39.95, which purchases the 340-page e-book “Burn the Fat, Feed the Muscle.” Additional bonuses are included in the purchase price, including regular updates (for life!) to the e-book and copies of Venuto’s special reports: “Foods That Burn Fat,” “Foods That Turn to Fat,” and “The A Food, B Food Lecture: How to Get Good Grades on Your Food Choices.” Purchasers also get free subscriptions to two weekly newsletters, “Burn the Fat Clients-Only Newsletter” and “The Burn the Fat Weekly Fat Loss Tips E-zine,” including access to the E-zine archives. All together, the website claims these materials are worth more than $400.