Why “No excuses” memes need to die

I personally find it unhelpful and brusque to see a fit body captioned with some variant of “No excuses.”

You’re not helping people feel like this:

inspired woman

You’re probably making most people feel like this:

As someone who lives day in and day out in one of those fit-looking bodies, I shudder to think that people might assume I would actually think along those lines. I can only imagine what it sounds like to some one who is trying to get fit. I bet it would feel like a slap in the face. I can liken it to what it would feel like if I sought financial advising, and it consisted of a millionaire saying to me, “You’re not wealthy? I am. No excuses!”

Well shit, that’s not helpful.

I have medical bills. I have a mortgage and rent to pay. I have other expenses I am a bit ashamed of to even write on the internet. The implication that none of my struggles are legit makes me want to hang my head.

Transferring the analogy from finances to an infinitely more personal subject, a person’s body (how much more personal can you get?) and the categorical invalidation of someone’s obstacles is even more hurtful.

No Excuses strikes me as a twitterized way to say, “No matter what you feel like makes this hard for you, whatever challenges you’ve had in the past which have impacted your decisions, and whatever shaky sense of hope you have now that you can change for the better, let me stomp on it for you. None of that exists. It’s not real. No, I don’t want to actually hear them, they aren’t real because I don’t have them. You’re welcome.”

I think the folks repeating the #noexcuses message mean zero harm. I think they want to help people and not deter them from pursuing the very challenging task of becoming healthier and fitter. So if you are a trainer, other fitness professional, blogger, or simple a meme-sharer on social media, I offer an alternative message which may work better for you.

In whatever language you choose, try communicating this to the people you wish to uplift or inspire and I bet your impact will be much more favorable:

“Whatever is in your way, we can get around it. I have had challenges too and still do. Look what I did. What so and so did. You can too. Your challenges ARE real, but they don’t have to stop you.”

And then, whether you’re sporting a dream body or not, offer something useful about HOW to overcome one of the challenges this world gives us. That’s truly helping someone up.

Yes, it takes more keystrokes.

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The Easiest Way To Get More Support

Any advice on how to tell people (family, friends) about my leanness / diet goals? I am lean to begin with, by most people’s standards. When I talk about my health and physique goals with other people, they always balk at my wanting to be even more lean. It is a major stopping point for me. The result is that I feel alone and that I go secret with my goals, which doesn’t help me.

I would like to be better at having these types of conversations with people because I don’t want to have to “hide” major goals in my life from the people I love and spend time with. -Kate

My gut suggestion is to leave outcome goals out of it – out of your conversations and even more out of your mind, so you can focus on behaviors. If you have people who support your behaviors, it helps a ton, and if you have people who oppose your desired behaviors, it’s an added challenge.

So to get people on board with supporting your behaviors, the most helpful strategy I can recommend is to frame them positively. This is a different verbal tactic from the typical way people mention their diet or fitness goals.

feeling good
Example: Many women would say “I want to go to the gym regularly or order something healthy TO LOSE WEIGHT or TO GET LEANER or something along those lines. (Heaven forbid you say “because I am fat” – you’re really asking for resistance then!) These statements imply you want to do the desired behavior because something is wrong with the current state, and the person hearing it instinctively thinks 1. She must think she’s fat now (and what a cow she thinks I am!) and 2. I don’t want her to feel that way about herself – let me oppose her because she’s wonderful and lovely at this very moment and she needs to know it!

So no one wins. They oppose you by voicing “oh yes you can have some!” or “you don’t need to lose weight!” not because they want to make your life harder, but because they care. If they feel your motive is dissatisfaction with yourself, any loving person will instinctively oppose you.

So, back to the stating it differently tactic.

“I’ve been eating less sugar lately and I feel amazing!”
“I’m working with a nutrition coach and following her advice makes me feel like a million bucks!”
“I sleep so much better when I’m not too full”
“Oh thanks, but I’ve had enough, I’m at the *perfect* level of satisfied now and just loving it.”

All of those statements frame your actions as being taken because they make you feel GREAT – people who love you want you to feel great, so there’s no instinctive push back. Try it out and let me know how it works for you!

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Our New Years Group Coaching cohort is open for registration, and starts January 5th.

What is the difference between two twins that lose weight, but only one keeps it off? One focused on a diet, one focused on habits. It’s as simple as that.

Ours is the only program that is all of the following:

  • Habit based. This is critical.
  • Evidence based. No gimmicks.
  • Proven to work. Hundreds have succeeded with this.
  • Affordable. Save $1297 off of one on one coaching.
  • Suitable for everyone. Since we are behavior based it works for Moms, doctors, and even some Olympians.
  • Easy. It has to be easy to last.
  • Empowering. We teach you to not need a coach.
  • Specific to your needs. Each habit is scaled to your level.
  • Supportive. Body transformation contests are competitive, and only work for marketing, not for success.
  • Intuitive. You learn to work with your body.
  • Satiating. You can’t be hungry all the time, that won’t last.

Click the button to get started January 5th! Registration is open for a few days and it is first come, first serve until we are full.


What others are saying:

“Hi Georgie and Roland,

It was a difficult day at the salt mines, but a couple of things stood out at school today that made me think of the two of you, and made me feel really grateful for having you in my life.  The first was leading group exercise in PE, and trying to manage a herd of teenagers who were either 1) Competing to see who could do the most biomechanically unsound lunges, 2) Creatively counting their lack of lunges 3) Ignoring the sweating old guy leading the lunges, (me), to focus on how bad their classmates smell, or 4) some combination of #1-3.

I REALLY appreciate how well you two stick with your clients, love us every step of the way, but still continue to nudge us towards our goals.  I have never heard either of you shout “JUST STOP DRINKING WINE ALREADY!!!” even though it *might* be clear to *everybody* that drinking wine is getting in the way of *somebody’s* goals.  Several times this afternoon I really wanted to shout “JUST DO SOME FUCKING LUNGES ALREADY!!!” and instantly thought of my coaches loving me while encouraging me to lower my treat totals.  You guys can talk about applying a motivational interview framework or quote behavioral change research, but when the rubber hits the road, you’re singularly skilled at motivating change while improving your clients’ perceptions of the relationship.  Like, world-class skilled.  The teacher in me is both in awe of this, as well as happy to remain a client as much for the professional development as for the coaching aspect.

The other event that happened was getting some rather difficult feedback from our Regional Supervisor that didn’t seem very rooted in evidence.  You two are really good at pointing out where improvements can be made without making me feel bad about it.  Again, I know you can quote research and theory, but you’re very skilled at implementing theory in places where I’ve seen other therapists, teachers and coaches fall short.  You’re awesome!

I’m rambling.  I hope you’re both doing well.  I was just struck by how much I learn on a daily basis from you two that has nothing to do with nutrition and training.  I really appreciate having both of you as coaches/mentors/counselors/friends!”

Cliff Geis-Poage

“Good morning!!!

I am under 120 pounds!  I have lost 40 pounds since starting with you and 53 pounds altogether!  I don’t feel deprived in the least!  I feel happier and healthier and more alive and more confident and more sexy and more energetic and just wonderful!!!  Thank you, thank you, and thank you for everything you do!!!!

Have a great day!!!!!!!

Julie Dubé

“What a totally different experience getting ready to go down south this winter compared to last (35 pounds ago). Last year, it was like – let’s see what few things I own that I can squeeze into that don’t look too horrible on me – oh and go buy some extra large tops and dresses since I don’t have enough things that fit me to get me through the week without doing laundry.

This year – search through my clothes and realize there’s only maybe 3 things that are a tiny bit too small. I can get them done up but they’re too tight to be flattering. Otherwise, I can pick and choose my favourites because basically everything fits – and looks good!!  Oh – and go out and find three fabulous dresses to wear down south on sale for 75% off and feel terrific in them!!!!  You’d mentioned a long time ago about not focusing on the weight I want to be in Cuba but on how I want to FEEL when I’m there. I get it now. Totally.


Thank you (in no small part) to you.”

Julie Dubé

“For the first time ever in my life I feel like I have easy control over my weight and I know how to manage it without getting wound-up and tied up and stressed out. Besides the nutrition aspect, I also know what patterns of thinking to watch out for both. It’s truly remarkable. Miraculously, I’ve been able to maintain my maintain my weight in spite of my reduced exercise routine: I weighed myself last night and I’m *still* 149lbs – amazing – the lowest I’ve weighed that I can remember and this is without much exercise and without feeling starved or deprived or like I’m on a diet.
The habits are sticking.
I’m feeling healthy.
I’m feeling in control.
My weight is no longer something I need to monitor and measure daily.”
Barry Danilowitz

“HI Brandice and Georgie,
A quick note to say Happy New Year and to let you know that I continue to follow the guidelines we developed and I continue to see great results. I’ve kept the weight off, it’s easy, I’m fitter than ever, leaner than ever and I feel much more in control. My willingness to do the work was a direct result of your thoughtful guidance and its practicality. Great system, great coaching. Thanks again and all the best for 2014.”
Barry Danilowitz

“I couldn’t fit into my clothes anymore.  I was larger than I had ever been and I didn’t feel good.  I felt lethargic, bloated, and chubby.  I would eat way too much in the evenings and that would make me feel even worse.  I wouldn’t want to get off the couch, and in the morning I dreaded trying to squeeze into my clothes.  The coaching I received from the team at One By One Nutrition Habits changed all that.  They helped me attend to my problems one by one with new habits to change the way I felt and looked.  Within a few weeks, the weight and inches started to drop and I began to feel like me again.  I still stick to the plan designed for me and I continue to see progress every day.  I am so happy to feel great again!
I am still following my plan and have lost some inches, weight is about the same.  I am feeling really good about my body these days.  I will probably see a gastroenterologist sometime in the next several months to see about m digestion issues in the afternoons, but other than that, I feel great.  I will probably buy a bike trainer for the house soon to train for the Iron Horse Classic.”

“Thank you for being so open and vulnerable with us.  That is what I truly love about you.  You seem to understand us all—no matter our food issues, body issues, mental hurdles.   You work magic for many of us—offer us hope, promise us that a lean body is not elusive, craft clever strategies to overcome mental hurdles, and create mouthwatering recipes with completely unexpected ingredients.  What’s more, you do all this with the positive outlook, energy and enthusiasm.”

I wanted to write to you and thank you for your extraordinary coaching. I had only one solid month of coaching (so far) due to my personal circumstances, but I have consistently kept up the habits you prescribed and I’m down 10lbs!!!! The best part is that I’m not suffering or feeling deprived. I’ve been able enjoy more of the foods I was depriving myself of and still dropping weight. I cannot believe how powerful your coaching has been. I have been struggling so long knowing all the “right” things I “should” do but not losing any weight, only gaining. Here I am about 6-8wks since my first coaching call with you and I am ridiculously thrilled and speechless at the magic of Georgie Fear’s advice. I thank you so much and intend to work with you ongoing, possibly referring our clients whom we know will benefit from what you offer. THANK YOU THANK YOU THANK YOU!!!!!


“While I had success losing weight in the past, I still struggled with feeling deprived by my “diet” and binging on sugary foods in secret. I would adhere with “100% compliance” to my self-imposed restrictions for a month or so, and then rebel and eat tons of “forbidden” foods in secret. Even though on the outside it appeared that I was successfully managing my weight, I spent all day thinking about it and knew that I wasn’t going about things in a healthy, sustainable way.
I started working with Georgie at One By One Nutrition Habits, and we slowly started getting to the bottom of my binging behavior. We implemented one habit at a time, so the changes were so small that I never felt deprived. She was able to listen to my problems about binging and work WITH me to find strategies to deal with the issue – I was never TOLD how to respond. Her coaching was totally individualized to my specific issues.
Week by week, it gets easier and easier. Of course, I still take steps backwards sometimes. The difference now is that after working with One By One, I feel like I am fully equipped with strategies and habits to work through those tough times, pick myself up, and keep choosing health every day.
I finally feel free of counting calories, pounds, grams, and macros. I am living a normal, healthy life. And I owe it all to the One By One team :)”
Shannon Schriver

HI Georgie,
Wow, I cannot BEGIN to thank you for “giving” me Brandice! Through much patience, trial-and-error, communication and sheer, unadulterated love and caring, I have arrived at a place where I am healthy, happy and strong. The overtraining? Gone. The bingeing outta control? WAY gone. The under eating? Gone. The Underweight? Gone. The exhaustion? Bloat? Digestive issues? Soreness? Sleeplessness? Gone. Gone. Gone AND…..you guessed it. Gone

I have had the most amazing experience working here with you all. The level of expertise and efficiency with which you serve us is incomparable. I told Brandice that I have lived a life of personal training certification, group exercise certification, health and wellness journal reading, magazine scouring, internet googling and I came to the coaching experience in better shape, health and with better eating habits than most people on the planet.
But something wasn’t right. I wasn’t “free” somehow. Some kind of way I needed help, and I didn’t even know WHAT kind of help.

Your demeanor and presence on Happy Eaters led me here. And I got what NO magazine, NO forum, blog, internet, one-on-training, class, group, or therapy (or GROUP THERAPY, for that matter..haha) ever gave me. And I’ve had copious quantities in one form or the other of all of the above!
It was the final one-two punch that I needed to figure out the mainstream “answers” (intervals, lowfat, etc) weren’t the medicine for me. They, in fact, were the “disease”. I found what did work and as a result, I have nothing but check marks on my tracker. We had a check in call last week and there was nothing to say. Nothing EXCEPT thank you for giving me my life back

That is no exaggeration.

And with that, wise one, I will be finished  with coaching for a stretch here again after my payment is up (the 11th or whenever that is?). Thank you for keeping your doors open to me and I assure you that I will come a-callin’ the minute anything goes awry. But if I keep on what we’ve discovered works for me, it should be a long time! I feel beyond amazing.

You have my permission to paste any/all of this email on any website or testimonial you wish, at any time. If you would like a new one for that, let me know

THANK YOU to you and Roland and I’ve already lavished all over Brandice but think I’ll continue to do so til the payment is up, cuz it’s fun to me! :) I hope this email conveys the depth of my gratitude and wonder. YOU. ARE. LOVED
Janice Garrigan

“Since working with you I feel like a different person. It’s so hard to explain but I think I have finally lost my fear of eating. When I find out the office is ordering pizza for us next week I don’t panic. When my husband offers to pick up a bottle of wine for tonight I don’t worry that I should have restricted to compensate for a couple drinks. I haven’t felt that in years it seems like. I’ve ALWAYS been pining for my next meal.  Honestly my husband has been much happier and less anxious and I know it’s because of me. It just goes to show what a negative affect I used to have on him.
Plus now that I’m not logging my calories or really counting I probably eat less on a lot of days. I used to eat more “because I need to make sure I am eating enough and not restricting” even if I wasn’t hungry
And I have you to thank for it! It sounds dramatic but you probably saved my life.
And my marriage.
And my daughter from a future eating disorder.”

“Here’s what I have to say about Ask Georgie coaching:
I wanted to lose about 10 pounds and have had some success in the past with tracking food and counting calories. That kind of weight loss was relatively quick, but I found it difficult.  I was hungry between meals and at bedtime. Weight loss is all about habits, and Georgie designed simple eating habits just for me. I shed pounds slowly, over about 6 months. As a bonus, there are lots of delicious, easy to prepare recipes AskGeorgie.com that keep food interesting and healthy. Georgie offers more than a weight loss plan.  She gives lots of TLC and guides you to make healthy food choices that give results.
Thanks so much, Georgie”
Julie Driscoll

“My coaching experience with One by One has been an incredible journey.  I was fairly lean and I felt I was in a good place with my nutrition habits when I started working with Georgie.  I decided to work with Georgie because I wanted to advance my nutrition skills and get a bit leaner without driving myself nuts.  Not only did Georgie help me identify some root causes to some bothersome bloating I was having she helped mature my healthy eating habits in general.  The part that surprised me is that she also helped me grow emotionally in ways I didn’t expect when engaging a fitness/nutrition coach.  I made a major career change while working with Georgie and she helped me learn to manage and release stress in an effort to positively influence my overall wellbeing.  Turns out that by improving my overall life habits, I made carrying out a lean and healthy lifestyle much easier on myself.   And I learned habits that work for ME, not simply rules all healthy people are “supposed” to follow.  Because of Georgie’s very personal coaching, I learned to do what works for me and build my specific healthy habit framework.  And when I hit the inevitable bumps in the road, I never felt judged or ridiculed….I just felt acceptance that I’m human and received a helping hand to lift me up.

Thanks Coach for all you do and continue to do to help me, inspire me, and make me want to be my best self!

Love to you! xoxo
Rebecca Wilson

“Years of emotional eating, restrictive dieting (followed by binging), and trying to exercise my way out of bad food choices left me with a very unhealthy relationship with food. With Georgie’s coaching, I developed habits that make it possible to eat for health and enjoyment without counting calories or weighing food.  She gave me tools & resources and taught me skills to face and deal with emotions instead of burying them with food.  I also learned a sustainable method of working out that doesn’t beat up my injury-prone body (or take 2 hours in the gym) and still enables me to make strength gains.  For the first time in my life, really, I feel like I am in control, not the food.  Georgie’s coaching style is practical, encouraging, and empowering. Working with Georgie changed my life.  She helped me believe in myself – and that is priceless!”
Yvonne Gentile

I can’t thank the coaches at One by One enough for all of the help that they gave me. In a relatively short amount of time, they were able to analyze my weight issues and then adjust gracefully as the time went along. My core issue was that I was gaining fat when I thought that I was following a diet for fat loss. As all experts can do, Georgie quickly understood what I was doing, and then put me on a plan where I could lose fat and be comfortable.  I immediately lost over 5 pounds in the first week, which made me feel great. More than that, I was glad that I didn’t have to think and research what was best for me. As a hypothyroid guy that exercises first thing in the morning, I had been trying to adopt different nutrition ideas into my routine. Instead, Georgie set me up with a few habits to follow every day.

I am very happy to say that after 3 short months I dropped over 20 pounds, and it was very easy and sustainable. Along the way, Georgie and Roland came up with some great ways to add more calories back in without fat gain. I now have the tools to adjust and maintain myself, and the habits that they instilled in me are easy to follow and adapt to. Thanks guys!
Jeff Kushmerek

“Thank you Brandice, Georgie and Roland for my recent experience with your one on one coaching.  I finished 2012 with a separate program and felt I needed a place to go to hone in on habits specific to me.  I decided that I wanted to enter a women’s power lifting competition and didn’t want to become a sumo wrestler in the process.
After speaking with Georgie I decided to sign up, my bi weekly calls with Brandice were fantastic, helpful and insightful, as we worked to find out what areas I could improve in with my eating.  I struggled with the concern of having too many carbs during this time and was quickly reassured that with my lifting style those carbs would be put to good use building some muscle and strength.
Anytime I had a question or a fear I knew that I could reach out to Brandice or Georgie and get reassurance on my progress.  Roland was a great help during this time as well as he helped me navigate some of the oddities of power lifting and what I should expect.  The ability to reach them and get answer quickly was very comforting.

I competed in my first power lifting competition in April and had the wonderful support of all the members in “The Hive” and knowing they were cheering for me made me feel part of a team environment.  I am happy to report that during my five months with them I was able to pack on 8.5 pounds of lean muscle and lost 9.5 pounds of fat. No sumo wrestler here.
Thanks Brandice, Georgie and Roland for helping me reach a goal and dream that I never really thought possible.”
Kathleen Horacek

“Hi Georgie,

Thought I would check in with a quick update. I am not tracking at all.  There are some days I eat a little more, some days I eat a little less based on appetite. I very, very rarely eat past comfortably full.   Eating healthy is natural–I love good, healthy food. The best part–my weight continues to go down. I am now at 126 and I don’t remember EVER weighing this amount. It’s just awesome how easy you’ve made this!

On a different note, I just signed up for my first stand-alone marathon. I wasn’t planning on doing anything endurance-length for the year but ended up signing up anyway. Doing the Nike Women’s Marathon in San Francisco with Team in Training. I’m excited!!

Thanks again for everything!”

Stacey Cummings

“You’re a miracle-worker, Georgie! You have an immense amount of nutritional knowledge, which is super-helpful. But you’re also helping me connect my physical self to my mental/emotional/spiritual self. You are truly blessing my (and many others’) life!
Emily Sullivan

“I have great respect for you, you’re my teacher and mentor for a healthy lifestyle.  My progress since I’ve known you and have been working with you has been a positive one each and every day.  It’s kind of funny but everyone in our home knows who “Georgie” is, and my little guy just LOVES your name!!  The habit/progress checker helps me so much and I feel it’s extremely important for you to know exactly how things are going for me by doing it as well, you can only help me if you know what/how I’m doing daily.  I know you’re here to help me keep growing and to be the best that I can be!

Thank you again!

“Prior to meeting Georgie I was struggling with consistently eating well and exercising.  It wasn’t that I didn’t know what to eat or how to exercise it was that I just wasn’t doing it, and I didn’t know why.  Georgie helped me understand why I was struggling and gave me strategies to help me work through it.  Now, eating well and exercising are as habitual as brushing my teeth and something I truly enjoy making part of my lifestyle.
The coaches at One by One are a wealth of knowledge when it comes to nutrition, exercise, and behavioral psychology but what separates them from others with a similar knowledge base is that they can take the pertinent information and apply it to real people.  Want to lose fat, they can help.  Not sure how to consistently cook nutritiously, they can help.  Want to train for an athletic endeavor, they can help.  Want to feel better about yourself, they can help.  You get the idea – they can help you regardless of what your desires are and if you don’t know what those are, that’s okay too; they’ll help you figure it out.
Georgie’s personality is engaging, warm, and enthusiastic.  She’s somebody after meeting the first time you feel like you’ve known her forever.  She will be your biggest cheerleader because she believes in you and knows that you will be successful.  It’s ironic that her last name is “Fear” because that’s exactly what she removes from the equation.  Georgie truly takes the fear out of becoming a better “you”.  Whether you work with her in person, over the phone, or over email she will get you moving in the right direction.  My life is so much better after working with Georgie.”
Lori Leech

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January Coaching FAQ

Thanks everyone for the questions, your interest makes us feel all smiley inside. Today we answer the most common questions about the group program.

If you missed it, read here to learn all about why two people can both lose weight, but only one keeps it off. Plus we make a great coaching offer in case you want to be the one who keeps it off.

Q: What’s new for 2015?

A: Our brand spankin’ new forum!  If you don’t have a Facebook account, you do not have to create one to participate fully! Our members-only forum will be the spot to come check in for support. Plus, the option to create a member log means you can journal during your journey.

Two young couples eating outdoors

Q: Will there be exercise programming, or guidance?

A: Exercise is an important component of long term weight loss. However research and experience tells us that the exact kind of exercise is often not that important. We will both provide an exercise routine to follow if you like it, but if you want to do your own thing, that is fine and we’ll certainly help you with principles. That said, individualized programs would be cost prohibitive.

Q: How does the group keep in contact?

A: Everyone will be assigned to a small “super friends group”, and everyone will have access to the whole cohort on our private forum and Facebook. There will be daily interaction with your super friends group, but if super friends choose, they can contact each other any means that supports them. You will be getting an email each Monday from your coach, and you’ll have daily access to your coaches through Facebook, the forum, and emails.


Q: I live in a different country, food availability is different, is this okay?

A: We coach people from all over the world and location doesn’t matter much. We coach principles and habits, so we won’t be giving specific food recommendations either, what you have available will work just fine.

Q: Will you give me a meal plan?

A: No meal plans. They aren’t sustainable and our focus is on habits that last you a lifetime, you’ll thank us for this in the end. We’ll help you make your own decisions about what you want to eat. You can do it.

Q: How much weight will I lose?

A: That varies from person to person. Average weight loss with our system is 0.5 – 1 pound per week. Since we focus on changing habits the weight loss isn’t usually as fast as if a person did a diet, but it is permanent. We’ve had people lose around a pound a week for a year, and we’ve had people not lose anything for a month. It really isn’t about the weight loss first, it is about habits that will assure your success for a lifetime. So some people have more habits to change than others to see the scale move, so the scale starts moving right away for some participants, but others need to get a few habits in place before things get going. Sooner or later though, mastering these habits produces lasting weight loss.

Q: I’m a competitive athlete and train very hard, will this work with me?

A: Absolutely. We have Olympians, we have athletes at every level, and they all master habits that help them succeed. We may need to help you individualize more, but the basic habits apply to everyone.

Q: Is 6 months enough time to master the habits, and will twelve habits be enough?

A: We work on a habit for two weeks before going onto the next one. In some cases, after two weeks of consistent practice you’ll feel like the behavior is automatic, but with other habits, you’ll need a longer time to reach full mastery. That’s okay. Two weeks is enough time to significantly increase your skill level, and you’ll keep practicing the earlier habits throughout the rest of the program; you don’t stop after the two weeks! For virtually everyone, the 12 habits we’ll teach you encompass the nutrition and behavioral essentials and are all you need to reach your goal body and maintain it forever.

Q: How long is the program?

A: We ask that you mentally commit yourself to putting in six months of dedicated effort to complete the 12 habits in our curriculum. After that point, we’ll be happy to continue working with you month-to-month or you may feel ready to join our proud graduates. We’ll give you every resource we can so that you can feel confident that you have mastered the habits, and you will know how to master any habit.

Q: How much time will this take?

A: The habits that you work on will need some attention, however you will be working on habits that will integrate into your life, not run your life! When a new habit lesson comes out every two weeks, expect to spend 10 minutes reading a printed lesson and customizing your habit (with a coach’s help if needed). All other days, setting aside 5 minutes to check in will be the bare minimum, in addition to practicing your habits throughout the day.

Q: I have a medical condition and dietary restrictions, is this right for me?

A: Absolutely. We don’t prescribe diet at all actually, that is up to your medical team. We do however have an RD that understands those issues and we accommodate them. Our system works with any diet actually.

Q: I’ve done another popular group coaching program, how is yours unique?

A: We work on one habit at a time, however in our program you scale each habit to be appropriate for your level, so it is a suitable challenge.Our program does not specify which exercise program you must do, you are free to choose your own. There are so many excellent programs already out there that we don’t feel it’s necessary to reinvent the wheel, so we simply refer our clients to some expertly-written programs we know of that are great. No one exercise program is going to be a good fit for everyone, so we don’t want to pretend one size fits all.

We’re happy to talk science. No one in the business knows nutritional science better, so if you want the why behind every recommendation in our curriculum, we’ve got it right here for you, with citations you can read to your heart’s content.

You get daily interaction with a coach in our program. Each day you are expected to check in, and not only your coach, but other supportive members of the group will be looking for your check in. In some programs, you only receive a canned mass email every 3-4 weeks.

We employ an overarching philosophy that you are in charge of your life. We aren’t TELLING you what to do, but helping provide accurate information and support so that you can take charge and change your life. Unfortunately other coaching programs work in a more directive fashion, where instruction and explanation take a backseat and clients are expect to do what they are told. We want you to be autonomous, not obedient.

We do not focus on a beauty contest, or use external rewards like money to motivate people. Transformation contests and Biggest Loser competitions only backfire in the long run. We believe in helping each person discover their intrinsic motivation, and we feel that acting to honor one’s health and wellness are the best rewards (and research shows that using external rewards like a cash prize results in people backsliding and regaining after the program ends.) We do not require you to take professional photos at your own expense and let us use them for our marketing. In fact, we’ve moved away from progress photos completely.

We are not one of the programs that leaves people feeling lost, disordered and fearful at the end. People finish our program feeling more relaxed and happy around food. They have a better sense of themselves and know how to maintain their habist for a lifetime and tune up at any point if they noticed they slipped.Our program is focused on values of good health, and living a full, happy life. We never ever encourage dieting practices such as dehydration or sodium manipulation to get a temporary look for a photo. We don’t believe in food rules or in “earning” food with exercise, but rather, eating the right amount of fuel for your activity level.

Q: Do you restrict foods? Do I have to give up gluten? Dairy? Wine?

A: Never. Restricting certain foods has been shown to produce all sorts of negative effects. The research, and our experience show us that labeling food as good or bad backfires, and you’re better off having the freedom to eat anything that you like.

Q: Do you promote cheat meals, or off days?

A: No. Since we get results without restricting any foods, you won’t need a cheat meal. Plus, we’re building habits, not doing the diet roller coaster. If you don’t hate your diet, you don’t need a cheat day.

Q: Do you allow spouses to join?

A: Absolutely, in fact if they are in the program we find that the extra support you get is very helpful. We don’t mind however if you both benefit from one person joining and “coaching” the other. It works for some, but not all people take direction from their spouse as well as a coach and team.

Q: How customized is the group program for individuals?

A: You will work on the same habits as the group, however you’ll always adjust the habit to fit your ability and needs. At times you’ll have the habit down pat, at that time you’ll be helping your teammates master the habit, and you’ll work with the habit formation process, furthering your own abilities.

Q: When will you open up registration?

A: We’ll put a post up when we do, on January 1st.

Ensure a spot, get onto our wait list by entering your name and email below and clicking subscribe!

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If Diets Don’t Work, What Does?

Let me tell you about a hypothetical set of twins.

On a beautiful spring afternoon, ten years ago, twenty nine year old twins were at the park with their families. They were very much alike. Both were in love with their husbands who adored them back. Both were personable, successful, educated and had desire to live a full and happy life. Both had a child, each was five years old. There was just one thing that was bothering them both.

On that beautiful day both were getting winded playing with the children, for they were both around forty pounds overweight. After some soul searching and some talking they both decided to lose the weight.

After a year they were both successful. Each had exercised, each had embraced healthy eating, and each had lost the forty pounds. But there was a difference.

Fast forward to today. One of the twins is now fifty pounds heavier, often unnecessarily feeling shameful, and is down at the bookstore browsing the diet section looking to start yet another diet.


The other is loving being active, has kept the weight off and doesn’t think about it anymore. She’s spending her energy on living life and having fun. She’s planning a trip to Italy with her daughter. She’s free.


What made the difference

Have you ever wondered, as I used to, what makes this kind of difference in people’s lives? It isn’t always a native intelligence, or talent, or dedication. It isn’t that one person wants success and the other doesn’t. It isn’t the best diet plan either.

The difference is that successful people adopt permanent, stress free behaviors that become habits. The people that don’t succeed are the ones that are always on a program, on another diet, never making permanent changes.

What happens when you diet? The diet ends. Which is only good for someone selling you another diet book, or their “special foods”.

That’s why I’m writing you today, to help you end the dieting madness and become lean for life, and to make you an offer that I think you’ll like.

A weight loss program like no other

We’re unique, our program is the only program that combines the following:

  • Habit based. There are a lot of people and programs talking about being habit based, but they don’t teach you how to master them. We’ve all tried to do something every day and it didn’t work. We teach you how to actually make your habits work with our science based 4 step process.
  • Evidence based. Every part of our program is research backed. We focus on nutrition obviously, but just as important is the psychological aspect of change.
  • Proven to work. We’ve coached thousands successfully to lose tons of fat. Many online programs are coached by people that haven’t actually coached before.
  • Suitable for everyone. For our habit based system to be the best program out there we needed to be confident it was good enough to work for everyone. It had to work for busy executives, stay at home moms, elite athletes and everyone else. It did. Cross country skiing, gold medalist Chandra Crawford used our habit based system to stay in shape for years. Other Olympians too. I bet you would have thought that Olympians get special treatment? Their needs are indeed different but the coaching system is the same for everyone.
  • Easy. To work in real life our system has to be as stress free as possible. And it is. You won’t be burdened with weird point systems of tracking, weighing your food for the rest of your life, or anything like that. You’ll learn easy habits.
  • Empowerment. By the time you are done with us you won’t ever need to have a coach again. You’ll be able to master any habit, not just nutrition habits, and you’ll understand your own unique nutrition needs.
  • Each habit is tailored to your specific needs. Other habit based programs give everyone the same habit and it is up to you to do it. This doesn’t work for over half the people. With us the habit gets scaled to your level.
  • Support, not competitiveness. Often other coaches will assume that you being in a group is all the support that you need. It isn’t. We built our program to ensure that you get the support you need, every single day. It comes from your coach, and your peers. We encourage collaboration, not competition.
  • You learn to trust your body. To make success permanent we capitalize on your best resource, your body. We’ll teach you to know exactly how much to eat and when, without counting calories. You’ll learn to use your body signals appropriately to remove the guess work.
  • Hunger won’t be a problem. To make you as comfortable as possible we’ve researched a ton about hunger and satiety. Every part of our program reflects the latest research in appetite and satiety regulation; we’ve spared no detail because we want you to be as satisfied as possible.
  • Eat the foods you like. Unlike diets we don’t eliminate foods, or use restrictive rules. You literally can eat whatever you choose, we’ll never judge your choice. Instead we teach you how to be flexible and still succeed.
  • Motivation stays high. We’ve all started something full of motivation only to have it fizzle. There is science to motivation and our program maximizes it. Part of that is the high level of autonomy that you’ll have. We support and guide you, but you are the one in charge of your plan.
  • Right focus. We focus on behaviors, not on outcomes. Outcomes are great, we all want to achieve those goals, but the research shows us that focusing on them is less successful than focusing on the daily behaviors. Our program always focuses on the habits and the behaviors needed to stick to them. We’ll keep your efforts productive by funneling your energy into actions.
  • Right exercise. There are a ton of myths about exercise. How much, what type, etc.? While we don’t give individualized exercise plans (that would cost way too much), we guide you towards programs that work. It turns out that most people think they have to do way more than what they actually do, to lose weight

Our New Years Offer

Our one on one coaching program is currently $97 to sign up and $147 per month. We anticipate that the monthly rate to work privately with a coach will go up to $197 a month in the near future. That means, in a twelve month period you would spend $2461.

For this winter, we’re making a special offer: you can join our January 5th small group cohort, for only $97 a month, with no contract. That’s a savings of $1297 over private coaching at the upcoming price, over a year.

This year we’ve eliminated the competition for cash. Both the research and our experience tells us that it makes it harder, not easier to form new habits and make them stick. Don’t fall for transformation contests, it’s just marketing.

Put your name and email in the form below to get on our presale list to get first dibs on a spot when we start offering to the public.

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