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There are weight-loss clinics that espouse exercise and there are those that link clients with dietitians. But Kevin Lamar’s new venture may be the first in the country that builds its program around eating bison.
PlainSmart clinic opens on Monday in Englewood with the aim of promoting what its owners call the lowest-calorie, highest-iron form of protein available to consumers. And they should know — the business is operated by Denver-based Golden Bison, one of the largest bison-meat distributors in the United States.
Lamar, chief customer officer at PlainSmart, acknowledges that building a weight-management clinic around the consumption of its parent company’s primary product may seem self-promotional. But he said the reason it wants to combine the meat with a plan to take and keep off weight is because its founders believe the nutritional qualities of bison are ones they can sell nationwide if people see that it can be the key to a healthy lifestyle.
“Let’s face it: We are a bison company and we want to promote bison as a protein,” Lamar said. “But what better way to do it than to have people try our food and see it can be healthy and you don’t have to give up protein?”
PlainSmart clients will meet with a registered dietitian who will help them to come up with a 21-day weight-loss plan involving exercise recommendations and weekly body composition analysis. Supplied with that plan will be a daily regimen of pre-packaged meals and snacks for which bison will be a central ingredient.
In studying other diet plans, Lamar found that many offered meals that were lacking in taste and often were short of protein, particularly red meat. Because bison has twice the iron count of beef with slightly more than half the calories per serving, Golden Bison executives are confident it can be a mainstay for weight-loss seekers who complain of feeling unsatisfied with the meals allotted to them in other plans.
While the first clinic at 401 Hampden Place is the only one planned for the immediate future, Lamar said that he hopes he can open another 10 in Colorado before taking the enterprise, if it is successful, to neighboring states and to Canada. Eventually, he would like to grow the business across the United States.
Though bison is an increasingly popular meat in the Mountain West and Southwest, Lamar said he still runs into obstacles when trying to sell it in other parts of the country, especially the East Coast. People there sometimes will look at him in horror as he offers samples in a local Costco and ask whether the animal is still on the endangered-species list. (It isn’t.)
The clinics also will keep up with clients after they have completed their 21-day program, offering them help in keeping off the weight and, of course, giving them the chance to purchase more meals. Strength conditioning will be emphasized, he added.
“One of the things I have observed with other diet programs is they don’t teach you how to live afterwards,” Lamar said. “We’ll continue to track you.”
By: Ed Sealover
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