In the dynamic world of business and media, few phenomena have captured the public imagination quite like the infomercial. For decades, these extended commercial broadcasts, often airing in the quiet hours of the night, transformed ordinary products into household staples and their charismatic presenters into bona fide celebrities. This unique blend of entertainment and direct-response marketing proved to be a fertile ground for innovation, strategy, and, most importantly, immense wealth creation. These weren’t just salespeople; they were visionaries who understood the art of persuasion on an unprecedented scale.
The allure of the 12-hour infomercial, or even its shorter, punchier cousins, lay in its ability to forge a direct, often intimate, connection with viewers. Far from the slick, rapid-fire advertisements of prime time, infomercials offered a deeper dive into product benefits, replete with demonstrations, testimonials, and those irresistible “but wait, there’s more” offers. It was a masterclass in captivating an audience, proving that with the right product and the perfect pitch, significant financial empires could be built, leaving behind enduring legacies that continue to inspire entrepreneurial spirits today.
We’re embarking on a fascinating journey to explore the lives and careers of 12 such infomercial trailblazers. These individuals didn’t just sell products; they sold dreams, convenience, and solutions, leveraging television to build fortunes that transcended fleeting trends. Their stories are a testament to the power of relentless ambition, marketing genius, and an unwavering belief in their wares. Let’s delve into the first half of this remarkable roster, examining how they laid the groundwork for their lasting impact on the landscape of wealth and commerce.
1. **Ron Popeil**When we talk about infomercials, there’s one name that immediately springs to mind as the undisputed “infomercial king”: Ron Popeil. The founder of Ronco, Popeil wasn’t just a pioneer of the infomercial form; he was an innovator who honed his craft long before the term “infomercial” even existed. His journey began on the bustling street corners of Chicago, where he leveraged his “booming voice and charismatic persona” to hawk the Chop-O-Matic, a food processor conceived by his father, Sam Popeil. This early training in direct sales would become the bedrock of an extraordinary career.
Popeil’s genius lay in his ability to take his father’s inventive spirit and couple it with an unparalleled talent for presentation. His early products, such as the Veg-O-Matic, the Smokeless Ashtray, the Food Dehydrator, and the iconic Pocket Fisherman, transcended mere utility to become “the stuff of legend.” These items, often simple yet revolutionary for their time, found their way into countless households, demonstrating Popeil’s profound understanding of consumer needs and desires, and his knack for making practical solutions incredibly desirable.
Beyond the products themselves, Popeil crafted catchphrases that became ingrained in the “cultural zeitgeist.” Phrases like “Now how much would you pay,” “But wait — there’s more,” and the unforgettable “Set it and forget it” are not just marketing slogans; they are linguistic artifacts of an era, instantly recognizable and enduringly popular. These phrases encapsulated his persuasive style, drawing viewers deeper into the narrative of convenience and value that he so masterfully wove.
Even when his company, Ronco Teleproducts, faced the challenge of bankruptcy in the ’80s, Popeil displayed remarkable resilience and business acumen. He “brought it back from the brink,” ingeniously finding new avenues for his diverse product line, most notably the Showtime Chicken Rotisserie, which flourished on home shopping networks. Ron Popeil remained a tireless salesman “until the end of his life,” overseeing “his many sales channels, including the Ronco website,” where his products can still be purchased today. He passed away in 2021 at the age of 86, leaving behind a legacy that continues to shape direct marketing.
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2. **Sy Sperling**In an era when male hair loss was a hushed, stigmatized topic, Sy Sperling emerged as a revolutionary figure, not just selling a product but offering acceptance and a solution. Sperling, unlike many infomercial personalities, was “not an actor and never had any ambition to achieve fame.” He was, at his core, a salesman who had personally experienced the “increasing exposure to the elements” on his own dome since his late 20s, making him uniquely relatable to his target audience.
Overcoming personal insecurity and a lack of on-camera experience, Sperling made the courageous decision in the early ’80s to step in front of the camera for his company, Hair Club for Men. This company offered “an array of treatment options for thinning hair,” providing hope and practical solutions where previously there had been only embarrassment. His earnest and authentic delivery resonated deeply with audiences, creating a sense of trust and understanding.
The Hair Club for Men infomercials, famously featuring “before-and-after pictures,” were propelled into the stratosphere by Sperling’s legendary kicker: “Remember, I’m not only the Hair Club president, but I’m also a client.” This simple, yet powerful, statement dissolved skepticism and built immediate credibility, showcasing his genuine belief in his product because he himself used it. This personal endorsement was a masterstroke in marketing authenticity.
The impact of Sperling’s approach was profound, and “today, the company is still going strong,” a testament to the enduring need for his solutions and the effectiveness of his initial campaign. Sperling eventually sold the company, but his influence continued well beyond his direct involvement. In his later years, he hosted a radio show titled “How to Succeed in Business,” became “a popular guest on late-night talk shows,” and contributed a “regular column for the Hair Society website.” Sy Sperling passed away in 2020 at the age of 78, leaving a legacy of honesty and empowerment in the world of personal care.
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3. **Billy Mays**If Ron Popeil was the king, Billy Mays was arguably the “latter-day ‘Informercial King’,” known for his “personable, ultra-high energy” delivery that felt less like a sales pitch and more like a passionate plea from a trusted friend. Mays was a “born pitchman,” a force of nature who seemed to exit the womb “extolling the virtues of various cleaning products to his bewildered mother.” His distinctive style revolutionized the infomercial, moving towards a “short, several-minute-long blast of information” designed to elicit immediate purchases, rather than extended viewing.
Mays, often appearing with his partner and “heir-apparent Anthony Sullivan,” entered viewers’ homes with an unwavering promise: that purchasing his featured product, “almost always of the household cleaning variety,” would fundamentally improve their lives. This conviction was infectious, and “viewers believed him.” His ability to connect and inspire trust was unparalleled, transforming mundane cleaning chores into exciting opportunities for domestic transformation.
The financial success generated by Mays’ infomercials was staggering. Between flagship products like OxiClean, Zorbeez, and Orange Glo, his campaigns “generated north of $1 billion in sales over a few short years.” This immense revenue underscored the effectiveness of his high-energy, persuasive style and his ability to convert casual viewers into dedicated customers. He wasn’t just selling products; he was selling solutions with an unshakeable belief.
Tragically, Mays’ thriving career was cut short when he passed away “in 2009… from a heart attack” at the young age of 50, while “still going strong.” His untimely death left a void in the infomercial world, but his impact was lasting. PR professional Marian Salzman credited Mays with “helping integrate the infomercial into pop culture at large,” recognizing his pivotal role in making direct-response television a recognized and often beloved part of the media landscape. She aptly wrote that he “will be remembered as the Dean of Salesmanship,” a title reflecting his immense influence and expertise.
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4. **Vince Offer**In 2006, late-night audiences were introduced to the “ShamWow,” a seemingly “magical chamois” touted for its ability to absorb “many times its weight in liquid” and clean up “a virtual lake of spilled milk.” The man behind this unforgettable pitch was Offer Shlomi, better known as Vince Offer, or simply, the “ShamWow Guy.” His on-screen persona was best described as “barely contained mania,” an electrifying energy that was both captivating and utterly unique in the world of infomercials.
Offer was no newcomer to the art of hawking wares; he had been diligently “selling the ShamWow flea markets and other such venues for years,” alongside other products like the Slap Chop, a versatile veggie chopping device. This grassroots experience provided him with an intimate understanding of his products and the direct sales process, which he then translated to the small screen. His persistence paid off when he “saved enough to produce a low-budget TV spot” and strategically purchased airtime “in the wee hours of the morning on Comedy Central.” This move, given his irreverent delivery, proved to be “a genius move,” perfectly aligning his energetic style with an audience receptive to his unconventional approach.
Offer claimed remarkable success, stating he had “sold millions of dollars worth of products over the next several years.” His high-octane delivery and memorable catchphrases made him a household name, synonymous with practical, if somewhat dramatically presented, solutions for everyday problems. The ShamWow became a cultural touchstone, demonstrating the power of a distinct personality and an effective product.
However, Offer’s career faced a dramatic halt in 2009 due to a “bizarre fashion” arrest after a “literal fistfight with a worker.” While “no charges were filed against either” due to mutual culpability, the incident severely impacted his public image. Offer reflected on this period in 2013, telling NBC News that the incident “probably saved [his] life,” suggesting it brought an end to his “hard-partying ways.” Despite this personal turning point, “his career never recovered,” and he “faded from the limelight,” with a later attempt to reinvent himself as a right-leaning podcast host unfortunately going nowhere.
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5. **Matthew Lesko**Selling “money” on television might seem like a counterintuitive concept, but Matthew Lesko, famously known as the “Free Money Guy,” made it his highly distinctive niche. A staple of late-night television in the ’90s, Lesko’s on-screen presence was undeniably unique; he capered “manically while looking like a cross between Doc Brown from ‘Back to the Future’ and the Riddler.” This eccentric persona was central to his appeal, making him instantly recognizable and memorable to viewers.
Lesko’s promise was bold: he claimed to have “researched government grants up one side and down the other for years,” and he was ready to sell audiences “the inside info on which of these grants you could qualify for.” His infomercials tapped into a universal desire for financial assistance, positioning him as the quirky expert who held the keys to unlock hidden government funding. His enthusiastic, almost manic, delivery suggested a wealth of closely guarded secrets just waiting to be revealed.
Despite his memorable presence, Lesko’s infomercials “dried up after several years.” Yet, surprisingly, his entrepreneurial spirit persisted. “As of this writing,” the 81-year-old Lesko “is still insisting to subscribers on YouTube that he has the free money hookup,” continuing to post videos with enticing titles such as “The Easiest Grant in America” and “6 Websites That Offer Free Money With No Income Requirements.” This longevity, despite the changing media landscape, speaks to his dedication to his unique brand.
However, the accuracy of Lesko’s claims has been a subject of considerable debate and criticism. The context notes that his “info may not, to put it diplomatically, be entirely accurate.” A particularly scathing assessment from the Allied Grant Writers organization unequivocally stated, “Matthew Lesko is a heinous person preying on the minds of naive grant seekers,” further adding, “The info posted all over his web sites are false and add on the already crowded space occupied by thousands of grant scammers.” This highlights the complex and sometimes controversial nature of his “free money” enterprise.
6. **Tony Little**Known universally as “America’s Personal Trainer,” Tony Little cultivated a unique space in the fitness industry, transitioning from an ex-bodybuilding champ to a household name through his engaging infomercials. His career truly took off in the late ’80s when he began “hawking popular exercise videos on Home Shopping Network,” a natural progression for a man passionate about health and wellness. He expanded into infomercials in the early ’90s, recognizing the broader reach these platforms offered.
By the close of the 1990s, Little had achieved phenomenal success, “selling literal truckloads of his Gold Gazelle Glider,” an aerobic workout machine that became a ubiquitous presence in homes across the nation. His appeal was multifaceted: a “down-to-earth personality” combined with a “treasure trove of relatable anecdotes and catchphrases.” These elements allowed him to connect with a mass audience, making exercise feel accessible and personal, rather than intimidating.
Little’s celebrity extended far beyond the late-night infomercial slot. He became “a regular guest on talk shows and news broadcasts,” and his insights into fitness were sought after by major publications like USA Today and The New York Times, where he “extoll[ed] the virtues of regular exercise.” This mainstream recognition solidified his status as a trusted authority, leveraging his infomercial success into a broader media presence.
In 2018, Little, alongside his ex-wife Melissa, shared a deeply personal story on a Today show interview, discussing the challenging premature birth of their twin sons, Cody and Chase, in 2009. He reflected on the profound hardship, stating, “I thought I had [faced hardship]… But no, I hadn’t… [But] I always believed. There’s a lot higher percentage of winning when you believe.” This candid revelation showcased the personal resilience behind his public persona, reinforcing his message of perseverance. While “no longer a mainstay on the airwaves,” his products continue to sell strongly “on HSN and on his website,” a testament to the enduring power of his brand and his initial infomercial success.
The initial wave of infomercial pioneers laid a robust foundation for what would become a significant revenue stream for countless entrepreneurs. As we delve into the second half of our list, it becomes evident that sustained success in this arena requires more than just a captivating product and a persuasive pitch. It demands adaptability, an unwavering belief in one’s mission, and often, the courage to pivot or redefine one’s legacy in an ever-evolving media landscape. These next six individuals demonstrate how infomercial success can be leveraged into diverse ventures, enduring brand loyalty, and continued cultural influence, proving that the art of the direct sale continues to inspire and innovate. From tech gurus to fitness icons, their stories underscore the enduring power of connecting directly with an audience, well beyond their initial, often late-night, television appearances.
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7. **John Scherer**In the nascent days of personal computing, when the internet was still a mysterious frontier for many, John Scherer stepped into the spotlight as the ‘Video Professor.’ His genius lay in demystifying technology, presenting complex concepts in a straightforward, accessible manner that resonated deeply with thousands of eager learners. He wasn’t a celebrity in the traditional sense, but rather, the smart next-door neighbor who could transform the ‘Box of Mystery’ — the personal computer — into a useful, understandable tool for the average household.
Scherer parlayed his extensive experience in the computer world into a highly successful series of tutorials, initially distributed on VHS tapes and later on CD-ROMs. His ‘Video Professor’ brand quickly blossomed into a $100 million company, a testament to the immense demand for clear, practical computer education during a period of rapid technological advancement. He understood that while the products he offered were digital, the core of his success was the human desire to learn and overcome intimidation.
Ironically, the very evolution of technology that fueled his initial rise also presented significant challenges. The constant need to adapt to new formats and the difficulty in maintaining a consistent pricing model ultimately crippled the company in short order. This illustrates a crucial business lesson: even in direct marketing, market dynamics and technological shifts demand continuous strategic agility to avoid obsolescence.
Today, John Scherer continues his entrepreneurial journey, albeit in a different sector. In 2012, he launched ‘Canless Air,’ an innovative alternative to traditional canned air, primarily targeting corporate customers. Beyond this product, Scherer leverages his vast experience by offering product marketing advice and securing speaking engagements, demonstrating a sustained commitment to business and communication, albeit far from the late-night infomercial spotlight.
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8. **Richard Simmons**Richard Simmons stands as one of television’s most genuinely sunny personalities, a beacon of positivity in the fitness world of the 1980s. Alongside other fitness luminaries, Simmons transformed aerobics into a fun, beneficial workout that was not only effective but also easily replicable within the comfort and privacy of one’s home. His unique approach catered to a diverse audience, with programs tailored for clients across every age and fitness level, making exercise an inclusive and joyful experience.
Simmons’ vibrant career began in the 1970s as an in-person instructor, where his ability to connect with individuals on a personal level quickly became apparent. This innate charisma, coupled with his ‘blindingly upbeat personality,’ made him a perfect fit for television. His numerous workout videos, including the iconic ‘Sweatin’ to the Oldies’ and ‘Dance Your Pants Off,’ became household staples, inspiring millions to embrace a more active lifestyle through his infectious enthusiasm and timeless music choices.
In recent years, Simmons made a notable departure from the public eye, becoming increasingly reclusive. This change sparked considerable public speculation regarding his health and well-being. A 2022 documentary, ‘TMZ Investigates: What Really Happened to Richard Simmons,’ shed light on his decision, attributing his retirement from the public eye to knee problems. The film suggested that Simmons chose to step back rather than be remembered as anything less than the vibrant, youthful man he had always been on screen.
Despite his retreat from public appearances, Simmons maintained a connection with his dedicated fanbase through his Facebook page, where he shared messages of gratitude and positivity. He remained active on that platform until his passing in 2024 at the age of 76. His legacy is one of empowering individuals to embrace fitness with joy, demonstrating how a powerful, positive personality can cultivate generational wealth not just through direct sales, but through inspiring a healthier, happier life.
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9. **George Foreman**George Foreman is an individual whose name echoes through two distinct, yet equally legendary, careers. As a boxer, ‘Big George’ stands among the sport’s all-time greats, a two-time heavyweight champion who made history by securing his second title at the remarkable age of 45. His epic bouts against iconic figures like Joe Frazier and Muhammad Ali are etched into boxing lore, cementing his status as a formidable athlete.
Remarkably, Foreman’s second career as a television pitchman for the George Foreman Grill has arguably made him even more universally recognized. It’s a testament to his marketing prowess and the product’s undeniable appeal that a world-renowned athlete could achieve even greater fame and wealth through a cooking appliance. The George Foreman Grill, now a ubiquitous presence in kitchens worldwide, embodies a different kind of knockout success.
This ingenious device was the brainchild of inventor Michael Boehm, who developed a two-sided, clamshell-style grill designed with a crucial slant. This innovative design allows fat to drain away immediately from cooking meat, resulting in leaner, healthier meals. Boehm ultimately sold his product to Salton, Inc., which then made the strategic decision to enlist Foreman as its spokesperson in 1995. This partnership proved to be an undisputed commercial triumph, generating unprecedented sales and catapulting the grill into homes across the globe.
Perhaps the most telling measure of this success is the financial impact it had on Foreman himself. The endorsement deal for the George Foreman Grill earned him an astounding amount of cash, reportedly surpassing the earnings from his illustrious boxing career. Today, George Foreman enjoys a well-deserved retirement, leveraging his enduring fame to command hefty fees for speaking engagements, solidifying his legacy as both a sporting giant and a marketing mogul.
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10. **Tony Horton**For fitness enthusiasts worldwide, the P90X system created by Tony Horton is a familiar and often revered name. Horton, a distinguished fitness expert, developed this resistance-based workout program to offer a challenging yet achievable home fitness solution using only simple accessories. His innovative approach ingeniously incorporated elements designed to combat common exercise frustrations, such as the monotony of repetition and the disheartening experience of plateauing at a certain fitness level. This thoughtful design contributed significantly to its widespread adoption and success.
The original P90X program was a commercial powerhouse, selling over 4 million copies and fundamentally changing the landscape of home fitness. Horton’s ability to motivate and guide individuals through intense workouts, combined with the program’s effective methodology, cemented his reputation as a leading figure in personal training. He built a brand on transformation, making serious fitness accessible to the masses.
Demonstrating his commitment to continuous improvement, Horton didn’t rest on his laurels. He meticulously updated the P90X system with a second and then a third edition, ensuring its relevance and effectiveness in an evolving fitness world. This dedication to refinement is a hallmark of his enduring legacy, always seeking to provide the best possible tools for physical self-improvement.
In 2019, Horton expanded his portfolio further by debuting an entirely new program called ‘PowerSync 60.’ According to his website, this innovative system is specifically designed to teach ‘men and women how to exercise with their hormones, rather than against them,’ offering tailored solutions for those who may not achieve desired results through traditional fitness regimens. Additionally, Horton serves as an instructor on Tonal, a subscription-based home fitness platform, where he promises to ‘make even the toughest workout feel fun.’ His philosophy, as shared in a 2016 HuffPost interview, emphasizes that ‘regular fitness creates a diametric shift in attitude about who you are and how you can impact others,’ underscoring his belief in fitness as a pathway to broader personal empowerment.
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11. **Suzanne Somers**Suzanne Somers carved out an illustrious career in entertainment, achieving megastar status in the late 1970s and early 1980s as the beloved Chrissy Snow on the hit sitcom ‘Three’s Company.’ Her talents extended far beyond acting, encompassing a successful one-woman show on Broadway, a prolific series of books on wellness and graceful aging, and another leading role in the classic sitcom ‘Step By Step’ from 1991 to 1998. Yet, for a significant segment of the population, she will forever be synonymous with the Thighmaster, a home workout device that became an undeniable sensation on late-night television in the early 1990s.
The Thighmaster infomercials were a masterclass in direct-response marketing, primarily driven by Somers’ captivating on-screen presence. Her ‘expressions of pure joy’ while demonstrating the device were infectious, helping the ad campaign achieve viral status long before the term ‘viral’ entered common parlance. She didn’t just sell a product; she sold the promise of accessible fitness with an undeniable sparkle, turning a simple exercise tool into a cultural phenomenon that resonated with millions of viewers seeking convenient workout solutions.
Despite her multifaceted success in television, Broadway, and publishing, Somers herself recognized the unique and lasting impact of the Thighmaster on her public image. Her husband, Alan Hamel, once shared with People magazine that Suzanne held a clear understanding of its place in her legacy. ‘Suzanne told me once,’ Hamel recounted, ‘she said, “I think I’m going to be remembered for the ThighMaster.” “It’s going to be on my tombstone.”’ This candid reflection underscores the profound and unexpected way that infomercial success can define a public figure.
In her later years, Somers continued to adapt and engage with new media, becoming an Emmy-nominated talk show host and a popular YouTuber. She truly did it all, embracing various platforms to connect with her audience and share her insights on life and wellness. Suzanne Somers passed away in 2023 at the age of 76 from breast cancer, leaving behind a legacy that brilliantly blended mainstream entertainment stardom with the indelible mark of an infomercial icon, forever linked to that beloved thigh-toning device.
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12. **Anthony Sullivan**Anthony Sullivan emerged as a prominent figure in the infomercial world, initially gaining recognition as the trusted protege of the late, great Billy Mays. Often seen alongside his mentor, hawking a variety of cleaning products on late-night TV spots, Sullivan was poised to carry the torch. Upon Mays’ untimely death in 2009, Sullivan courageously stepped into a more central role, though the transition was far from easy, as he candidly admitted in a 2010 interview with The Futon Critic. He reflected, ‘I [didn’t] even know if I [wanted to take over], I don’t know if we can do it,’ expressing the profound personal loss and uncertainty he felt in the wake of losing a friend and colleague.
Despite the emotional challenge, pitching products was undeniably ‘in Sullivan’s blood.’ Before long, he was back in action, famously driving the iconic OxiClean Jeep in his friend’s stead, continuing to bring his energetic and convincing salesmanship to millions of viewers. His ability to connect with audiences, building on the foundation laid by Mays, allowed him to maintain a powerful presence in the direct-response television market.
In a 2017 sitdown with HuffPost, Sullivan articulated the core secret to his sustained success, a principle that, while seemingly simple, is absolutely crucial for effective sales: ‘You will sell nothing without enthusiasm.’ He elaborated that while potential customers may harbor skepticism towards a product, an honest excitement and genuine belief from the pitchman can significantly sway their perception, encouraging them to ‘lean in’ and consider the value being presented. This philosophy highlights the authentic connection he sought to build with his audience.
More recently, Sullivan’s entrepreneurial spirit and dedication to finding solutions have led him down an unexpected, deeply personal path. As shared with Daily Mail, after his young daughter was diagnosed with a genetic disorder causing frequent seizures, he took up cannabis farming — despite having no prior experience. This drastic pivot was driven by a firsthand observation of the beneficial effects of CBD on her condition. Sullivan proudly stated, ‘I’ve managed to wean my daughter off nearly every single pharmaceutical,’ noting that CBD is now her only medication, a powerful testament to his unwavering commitment to his family and his proactive approach to health challenges. His journey showcases a remarkable evolution from infomercial salesman to a passionate advocate and entrepreneur in a burgeoning new industry.
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These 12 individuals represent more than just successful salespeople; they are architects of enduring wealth, masters of persuasion, and innovators who harnessed the power of television to build empires. Their stories, from the humble beginnings of street corner pitches to the sophisticated strategies of modern direct marketing, illustrate a fundamental truth: with genuine belief in a product, compelling communication, and a keen understanding of consumer needs, it is possible to transform a simple idea into generational wealth. The infomercial, in its various forms, continues to be a vibrant testament to entrepreneurial spirit, demonstrating how charisma, conviction, and a well-crafted message can captivate audiences and create lasting legacies in the competitive landscape of commerce.” , “_words_section2”: “1994
