The George Foreman Lean Mean Fat-Reducing Grilling Machine became a cultural phenomenon in the 1990s, selling millions of units and making George Foreman even more famous than his boxing career. But the grill almost had a very different celebrity endorser.
According to Henry Holmes, the lawyer who represented both George Foreman and Hulk Hogan at the time, the grill’s inventors initially considered other celebrities before landing on Foreman. Holmes recalls that Pamela Anderson and Chuck Norris were both discussed as potential spokespeople before Foreman ultimately got the deal.
The choice of Foreman proved inspired. As a former heavyweight champion known for his love of cheeseburgers, Foreman had an authentic connection to grilling that resonated with consumers. The infomercials were revamped to showcase Foreman as a friendly cook rather than a boxer, helping drive the grill’s popularity.
The deal structure was also key to its success. Rather than an upfront endorsement fee, Foreman received 45% of the profits. At the peak of the grill’s popularity, this earned Foreman a staggering $8 million per month in royalties.
While we’ll never know how successful a “Chuck Norris Grill” might have been, the George Foreman Grill became one of the most lucrative celebrity product endorsements of all time. It transformed Foreman from a retired athlete into a household name and grilling icon for a new generation.
