Health centers in many cities try to recruit new members by way of supervised programs that promise loss of excessive body fat, in order to look better and feel better for them. Most of these new members are young to middle-aged office workers and self-employed professionals who work within the immediate vicinity of the fitness centers. The programs are advertised in leading daily newspapers of broad circulation. The advertisements are direct-response in nature, whereby interested people send in their contact details by mail or fax. The fitness centers then contact them to invite them to a free briefing of the program, as well as to try the program for free for a few days.