We are not a “fat loss first” nutrition coaching company
Over a year ago, when we started launching our first cohorts, I made the most bad, very bad decision a nutrition coach could make.
We said we're not going to sell fat loss.
And we said it rather loudly.
Why?
After coaching hundreds of clients, many came from this same background of constantly dieting and regaining the same weight.
They often spend hundreds, if not thousands of dollars, on some of the big box nutrition companies such as _____ or _____.
Signing up for 6-Week Challenges or Summer Shred to lose 15 lbs would inevitably motivate them to white-knuckle through, get the "transformation" photo to help that coaching company sell more spots, and then kick them to the curb with no guidance on how to maintain post-fat loss.
Having networked with these coaches, we can say that the revenue generated behind the scenes is absolutely bonkers.
Grossing $25k off of a 6-week program that consists of spitting out "custom macros" off a calculator that they will copy-paste a hundred times, putting people in a steep enough deficit so that they can crash diet right before the holidays.
Then, the week before Thanksgiving, challenge members "graduate" and feel like a failure for not "maintaining" the results through the holidays when they had no foundation to do so.
Inevitably, that coach relaunches the same program in January and rakes in another $25-30k. A number of those clients who rebounded their weight over the holidays sign back up again, promising to themselves that this time it will be different and that they'll have better "self-control" to maintain afterward.
And so the vicious cycle repeats.
That's not a system we want to be a party to.
If we aim to help people make meaningful and lasting change, we cannot play the game the same way.
We often spend extra time, helping people undo many of the poor habits and metabolic adaptations that come from spending years in this cycle.
And that's not sexy.
Convincing someone to work with you when everyone else on their Instagram feed is promising their "belly burn" program is going to get them results in 8-weeks, and I'm telling you, we won't even start to think about a fat loss phase for 3-4 months is a hard pill to swallow.
Even worse? Telling someone they must complete a build or maintenance phase with us before we consider evaluating if they're ready for a fat loss phase.
It's an even tougher pill to swallow.
Per usual, this time of year, some of the same questions start pouring in regarding when we're going to introduce fat loss cohorts or whether they can "skip" the maintenance requirement.
The short answer is no (but also yes).
No, we are not offering an external fat loss cohort now, nor will we offer one in January, March, or at any point next year.
However, to the clients who are currently enrolled in cohorts and the ones enroll in new ones, yes.
To those who finally put in the work at maintenance or to build muscle, the ones who know how to maintain? They will crush a spring fat-loss phase with us and have zero issues maintaining results.
If that simple act of defiance to an industry that thrives off of keeping you in the system is what hamstrings us from growing?
So be it.
The ones who decide to join us don't re-sign because they failed. They re-sign because they want the knowledge and accountability to keep going.
