Tony Little: The Legendary Journey of an Infomercial Giant

In 1983, Tony Little, an ambitious bodybuilder and future face of the Gazelle, was preparing for the Mr. America competition in Tampa Bay, Florida. Just six weeks before the event, as he drove to the gym, a school bus unexpectedly crashed into his car at a red light, crushing the driver’s side door.

Shaken but fueled by adrenaline, Little rushed to check on the children inside the bus. Relieved to find them unharmed, he collapsed and later woke up in a hospital. Doctors revealed his injuries: two herniated discs, a fractured vertebra, a torn rotator cuff, and a dislocated knee. Struggling to maintain his physique, he barely participated in the Mr. America competition that year. His bodybuilding aspirations were shattered by a drunk bus driver’s mistake.

Despite the challenges, Little eventually turned his life around. Shifting from his dream of becoming a bodybuilding champion, he emerged as one of the most iconic figures in TV advertising history. However, his path to success was further complicated by another car accident before he could fully recover.

Despite his unwavering dedication to physical excellence, Little faced numerous setbacks. During a high school football game in Ohio, where he was a standout player, he tore the cartilage in his knee after a collision with future NFL star Rob Lytle. From then on, his knee would frequently dislocate during games or gym classes.

In his 2009 autobiography, There’s Always a Way, Little recounted how that injury—and the missed opportunity for an athletic scholarship—led him down a rebellious path. A friend stole a Firebird and took Little along for a ride. When caught, Little took full responsibility, believing his minor status would result in leniency, while his older friend could face harsher consequences. The judge offered him a deal: move to Tampa Bay to live with his uncle and escape the negative influences in his life. Little accepted.

With his knee injury preventing him from playing football in Florida, Little turned his focus to weightlifting at his new high school. After graduation, he pursued bodybuilding, winning titles like Junior Mr. America and Mr. Florida. He dreamed of becoming a fitness icon, launching his own supplement line while competing professionally.

The school bus accident shattered those plans. Unable to train at the intensity required for competition, Little retreated to his condo, relying on painkillers to cope with the physical and emotional trauma. Further misfortune struck: he accidentally sat in a pool of chemicals at a friend’s factory, suffering burns, and later battled meningitis.

As Little recovered from his series of health issues and accidents, he noticed Jane Fonda promoting her line of exercise videos on TV. This sparked an idea: perhaps he didn’t need a bodybuilding background to connect with a broader audience. His passion for motivating others might be sufficient.

By the mid-1980s, the timing was perfect for entering the world of televised promotions. In 1984, President Ronald Reagan signed the Cable Communications Policy Act, which relaxed regulations on paid programming for cable networks. Herbalife led the way, airing infomercials for their nutritional products. Soon, a variety of paid programs flooded the airwaves, including fitness advice and equipment demonstrations, reminiscent of old department store product showcases. Seeing a Soloflex in action, with its resistance bands for muscle training, was far more compelling than just reading about it.

Once Little regained his fitness, he was determined to make an impact. His local cable access channel offered him 15 half-hour slots for $5500. To fund this, he started a cleaning service for gyms and health clubs. After airing his exercise program, he caught the attention of the Home Shopping Network (HSN). Little debuted on HSN in 1987, selling 400 workout videos in just four hours with his lively presentation and signature ponytail.

Little spent years on the home-shopping and infomercial circuit before securing his breakthrough opportunity. In 1996, Fitness Quest, based in Ohio, was gearing up to launch the Gazelle, an elliptical trainer designed to elevate heart rates without stressing joints. Users moved their hands and feet in a smooth, gliding motion that felt almost effortless.

Little believed he was the ideal spokesperson for the Gazelle and partnered with Bob Schnabel, the company’s president. However, the night before the infomercial shoot, Little was involved in another severe car accident, requiring 200 stitches on his face. When he informed Schnabel, he was told he’d need to be replaced.

Determined, Little flew from Florida to Ohio to meet Schnabel face-to-face. He argued that his injuries could be concealed with makeup and that the story could inspire viewers. Persuaded, Schnabel agreed to proceed. The Gazelle generated $1.5 billion in revenue, and Little’s other ventures—Cheeks sandals, bison meat, and a therapeutic pillow—pushed the total sales of his endorsed products to over $3 billion. Little later revisited his Gazelle pitch in a Geico commercial, subtly promoting the still-available machine.

Though pitching was less physically demanding, it wasn’t without its challenges. Little once mentioned that his 10,000-plus appearances took a toll on his neck, as he constantly turned his head between the camera and the product demonstrator.

Little’s frequent appearances have made him inseparable from the Gazelle. In 2013, the Smithsonian's National Zoo sought a name for their newborn gazelle. They chose Little Tony.