FREQUENTLY ASKED QUESTIONS

Q: Since The Cold Shoulder only has cooling packs in the back and shoulders, won’t it only burn fat in those regions?

A: No. It is impossible to spot-reduce fat. When your body needs calories for anything – be it exercise or to generate heat – then it will use your bloodstream to move the energy from where it’s stored – your fat tissue – to where it’s needed, in a matter of seconds. So even though the cooling effect of The Cold Shoulder is concentrated in your shoulders and back, the fat is being extracted from your fat stores all over your body, including your abs and thighs.

Q: Wait. I can’t spot reduce fat? Won’t my ab crunches and sit-ups improve my abs?

A: See above. You can’t spot reduce fat. Doing ab crunches and sit-ups will tone your ab muscles, but you won’t be able to see those ab muscles until you burn the layer of fat that’s covering them. Wearing The Cold Shoulder for an hour at bedtime while watching T.V. will burn more calories than doing sit-ups until you collapse in pain.

Q: I use a fat-burning supplement that claims it’ll help me lose weight. Will it work?

A: Maybe, but it may not be safe. Fat burning supplements, if they work at all (some don’t), work by artificially stimulating your metabolism, heating up your body, increasing your heart rate, etc. I’ll bet you their primary ingredient is just plain old caffeine, which you would be better of getting from plain old coffee or tea. Any other weird supplemental ingredients may be untested, unregulated, and have side effects like insomnia or even liver failure. (Google “ACE – Appetite Control and Energy, Liver Failure August 2014” for a recent example of supplement that appears to be linked to liver failure.) The Cold Shoulder has no known side effects.

Q: Can I lose weight by “sweating it out” in the gym, or in a sauna?

A: Sweat is mostly water. Thus, sweating means you’re losing water. Water has weight, so, um… yeah, you’re losing weight, but it’s only water, not fat. There’s another word we use to describe losing water. It’s called “dehydration”, and it’s not generally considered a good thing. Plus, your “weight loss” goes away next time you drink a glass of water. Let’s face it: most people aiming to “lose weight” want to lose fat. Wearing The Cold Shoulder will help you burn fat, every day. Losing water is pointless. Additionally, excessive sweating can deplete your electrolytes (aka salts) which, if not replenished, can lead to headaches, or even death in very extreme cases.

Q: I did a “cleanse” and it helped me lose weight, and I felt better afterwards. Isn’t that enough?

A: Most cleanses tell you to stop eating regular food — especially crap — for a while. Instead, you’re instructed to only eat/drink whatever “cleanse” solution is being offered. The effect of not eating crap for several days means that your “cleanse” was effectively a short-term, low-calorie diet. You stopped eating crappy calories, and instead drank lots of liquid, with some really expensive goop mixed in. The truth is that you probably could have gotten the same effect by drinking water and eating only low calorie but filling veggies for 5 days. Things like lettuce, celery, broccoli, spinach, etc., with no dressing or fat or sugars at all. Your body can “cleanse” itself, as long as you stop eating crap. All the other expensive materials in the “cleanse” are probably useless. Try it yourself. Eat small amounts (or large amounts for that matter) of raw, low-calorie veggies, and drink tons of water, for 5 days. I’ll bet you’ll feel the same as you do after a “cleanse”. Plus, if you wear The Cold Shoulder, you’ll burn additional calories, resulting in measurable fat loss over the long term.

Q: I’m following the advice of (pick your favorite guru). I’ve lost tons of weight, and I feel great. Why do I need The Cold Shoulder?

A: Congratulations. If you’re feeling good, you’re probably eating good food. If you’re feeling full, you’re probably eating foods that make you feel full, just like I suggested. And if you’re eating whole foods, as I suggested, then you’re getting your quota of vitamins and minerals as well. All very good things. Adding The Cold Shoulder to your regime will help you burn excess calories every day, adding significant fat loss to your results.

Q: Is it uncomfortable to wear?

A: The very first time you put it on, it may feel a bit uncomfortable. But like a new pair of shoes, you’ll soon get used to it, and after wearing it a few times you’ll soon forget it’s even there, and you’ll get on with your day without a second thought.

Q: Can’t I just turn down the thermostat to get the same effect?

A: Yes. You’d need to turn the thermostat below 65F (about 18C). However, I wouldn’t recommend it for several reasons.
1) You need to wear shorts and a T-shirt at that temperature to actually benefit, and that’s really uncomfortable.
2) Everybody else who lives or works in the same space may not agree with your crazy idea of turning down the thermostat to such a low temperature. You won’t be winning any friends.
3) You need to keep your extremities warm. So imagine the funny looks you’ll get from your roommates and co-workers when they see you wearing shorts and a T-shirt, plus a hat, gloves, and thick wool socks. You may find your next piece of clothing is a straight jacket. (Wearing a vest automatically keeps your extremities warm because your extremities are not exposed to the cold.)
4) Your home AC unit may not even be able to cool your home below 65F on a hot day.
5) Even if it is, think of your electric bill (not to mention the environment): would you rather throw a vest in the freezer (almost zero cost), or cool your entire home (huge electricity cost).

Q: Could you perhaps research the effects your product may have on the muscles?

From my understanding, your body would take some of its energy from the muscles and not just the fat itself, leading to a situation where weight loss is partly due to muscle loss. This would mean that anyone wearing your ice vest would be hurting his training, and might be unable to build muscle mass as long as they keep wearing the suit.

In other words, anyone wearing this suit should never miss a meal or he’ll end up with a dangerously high calorie usage versus intake a day.

SO the question is: What effect does the Cold Shoulder Calorie Burning Vest have on muscle mass?

A:

Short answer: there is no evidence to suggest that cold exposure decreases muscle mass, and plenty of indirect evidence to suggest that it may help increase muscle mass.

Longer answer: there is no evidence to suggest that cold exposure decreases muscle mass, and plenty of indirect evidence to suggest that it may help increase muscle mass.

We are not aware of any research that shows that cold exposure, whether acute or mild, can deplete muscle protein. All of the studies we are aware of—and there are dozens going back over 50 years—have emphasized the loss of fat that is caused by cold exposure. Not a single one of them have ever mentioned observing loss of muscle. It is likely that if there was a significant effect, some researcher would have published it by now. All the studies show, uniformly, that body fat percentage decreases with daily cold exposure, over and above what you would have if you maintained a “calorie maintenance” diet.

After an extensive search, we did find one scholarly article from 2002 (http://jap.physiology.org/content/93/1/77.short) that studied where the energy comes from to keep one warm during cold exposure; it found that 50% of the energy comes from fat; 30% comes from muscle glycogen, 10% from glucose freely roaming in the bloodstream, and 10% from protein. Note that muscle glycogen is the same source of energy that fuels your muscles during exercise after glucose is depleted. It is a storage mechanism not musce tissue..

So far as we are aware, nobody has studied directly if cold exposure causes muscle growth, but there are many indirect studies of cold exposure and how it may actually help build muscle. For example, irisin is a hormone that’s stimulated by cold exposure (http://www.cell.com/cell-metabolism/abstract/S1550-4131(14)00006-0) and irisin stimulates muscle growth related genes (http://www.ncbi.nlm.nih.gov/pubmed/24614098). Adiponectin is another hormone that’s stimulated during cold exposure (http://www.ncbi.nlm.nih.gov/pubmed/19303978) and adiponectin increases glucose uptake in mucles (http://www.nature.com/nm/journal/v8/n11/full/nm788.html). I other words, cold exposure just after exercise is a great way to ensure your muscles grow rather than shrink.

buton

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