Sherman decided to try an ab belt, a product that promised to sculpt and strengthen his abs using electric muscle stimulation (EMS), even while its users watched TV. He swore by the results — so much so that in 2006 he acquired a Swiss firm that developed similar technology… How’s that for a testimonial to the Contour Abs’ effectiveness?

Sherman’s company, Contour Technology, started selling its Contour Core Sculpting System ab belts directly to consumers about 2 years ago through an infomercial he stars in, and the results have been staggering. The company has already sold about 250,000 ab belts, generating revenue of approximately $50 million.

“This is the real deal,” said Sherman, who also serves as principal of Sherman Group, a Minneapolis real estate firm that owns several downtown Minneapolis office buildings. “At first I thought we were building Contour into an eight-story building. But we’ve filled eight stories — heck, we’ve filled 16 stories. I think we have a skyscraper.”

The Contour belt sends electrical impulses to targeted muscles, causing them to expand and contract, much like what a pacemaker does for the heart. Although it’s marketed for abs, the product also works on other muscle groups.

For years, EMS technology has been used for muscle recovery and rehabilitation, but Contour says its products can be used for muscle growth, too.

Contour co-founder and President Dale Henn — who previously worked in product development for fitness-equipment maker NordicTrack Inc. and local e-stimulation product developer Compex Technologies Inc. — refined the technology for the Contour ab belt, making it easier to use and giving it a sleeker design.

“There have been other ab belts on the market before, but they were uncomfortable, didn’t perform, and people didn’t like them,” Henn said.

But buyer beware… not every ab belt is created like the Contour Core Sculpting System. Three similar products were pulled from the market in 2002 and 2003 after the Federal Trade Commission charged the makers for falsely advertising that users could get “six-pack” or “washboard” abs without exercise.

Unlike those products, however, Contour’s technology has been cleared by the U.S. Food and Drug Administration. “This is a great product that’s affordable and delivers what it claims: the best abs of your life,” Sherman said.

Sherman, 59, said he used to do 2,700 sit-ups a day, but he’s trimmed three inches from his waistline using the belt and hasn’t done any sit-ups since September 2007. He’s been known to take off his shirt during business meetings to let doubters see — and even feel — the results.

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