P90X, or Power 90 Extreme, is a commercial home exercise regimen created by Tony Horton. Developed as a successor to the program called “Power 90”, it is designed to take 90 days, and consists of a training program that uses cross-training and periodization, combined with a nutrition and dietary supplement plan.
The system was developed by Tony Horton, Beachbody CEO Carl Daikeler, Beachbody Fitness Advisor Steve Edwards, nutritionist Carrie Wyatt, Creative Director Ned Farr, and workout video director Mason Bendewald.
In 2002, Daikeler requested that Horton create a fitness program for people who were already physically fit. Daikeler then hired Ned Farr to document the process of developing the new program. Horton consulted various fitness experts and experimented with several disciplines to help develop the workout program.
Farr used a documentary approach when filming the infomercials, using raw home footage supplied by P90X graduates. “P90X: The Proof” infomercial won a Telly award in 2009 and “P90X: The Answer” infomercial won a Moxie award in 2010.
In 2010, P90X sales dropped off dramatically, however, it still represented half of Beachbody’s $430 million revenue in 2010 and has sold over 4.2 million copies to date.
In 2011, the sequel to P90X was released, P90X2. Also a 90-day workout regimen, P90X2 focuses on an applied sports science called Muscle Integration. Instead of working one muscle group at a time, P90X2 uses resistance on unstable platforms to engage more muscles with each movement.
In December 2013, P90X3 was released and featured 30 minute workouts as opposed to hour-long ones. P90X3 includes 16 routines, and includes yoga, mixed martial arts, Pilates, and plyometrics with upper and lower body workouts.
In January 2015, P90X announced it will partner with EB Sport Group and enter the traditional retail marketplace. Together, Beachbody, LLC and EB Sport Group plan to launch a full range of P90X branded products.