Most people don’t struggle with food because they don’t know what to eat.
They struggle because of everything that’s happened around food.
The rules.
The guilt.
The “on it / off it” cycles.
The feeling that you’re either smashing it… or you’ve completely fucked it.
And after nearly two decades in this industry, watching people go round in that loop again and again…
I got a bit fucked off with it.
The Real Problem Isn’t Food
If it was just about food, it would be easy.
Eat more veg.
Get some protein in.
Don’t live off beige snacks and coffee.
Done.
But that’s not where people get stuck.
They get stuck in things like:
- “I’ve been good all week so I deserve this”
- “I’ve blown it now so I may as well carry on”
- “I’ll start again Monday”
- “I need to be stricter”
It’s not a knowledge problem.
It’s a relationship problem.
And most plans out there don’t touch that.
The Industry Makes It Worse
Let’s be honest.
The fitness and nutrition industry hasn’t exactly helped.
It thrives on:
- confusion
- fear
- extremes
- selling you the next “fix”
Cut carbs.
Don’t eat after 6pm.
Avoid sugar.
Track everything.
Don’t track anything.
Fast.
Don’t fast.
No wonder people feel like they’re doing it wrong.
And when they feel like that?
They’re more likely to jump to the next plan.
And the next.
And the next.
So, I Built Something Different
That’s where Unf*ck Your Food Story came from.
Not another diet.
Not another plan telling you what you can and can’t eat.
But something that actually helps you understand:
why food feels hard
why you overeat sometimes
why guilt shows up
why you swing between “all in” and “off it”
Because until you understand that stuff…
You’ll keep repeating the same cycle.
Start → restrict → overthink → overeat → feel shit → quit → repeat.
It’s About Calm, Not Control
The goal isn’t perfect eating.
It’s not rigid rules.
It’s not trying to control every calorie.
It’s about getting to a place where:
- food isn’t constantly on your mind
- you don’t feel guilty for eating something you enjoy
- you can eat like a normal human being
- you’re consistent without being obsessive
That’s what most people actually want.
Not another set of rules.
Just a bit of calm around food.
Why It’s Free
I made it free for a reason.
Because this is the bit most people never get access to.
They’ll spend years bouncing between diets, but never actually address what’s underneath it.
And that’s what keeps them stuck.
So this needed to be something people could just get into… without another barrier.
You can find our more about it here.
But Food Is Only Half the Story
Here’s the thing though.
Fixing your relationship with food is massive.
But it’s only part of the picture.
Because the same stuff shows up in training.
The Same Cycle Happens With Fitness
You see it all the time.
People go:
“All in.”
Training 5–6 times a week.
Smashing themselves.
Trying to make up for lost time.
Then life happens.
Energy drops.
Motivation dips.
Something gets in the way.
And suddenly…
They stop.
Sound familiar?
It’s the same pattern.
Just in a different form.
That’s Where The Next Step Comes In
This is why I’m building Unf*ck Your Fitness Collective, launching in September.
Because people don’t need more extreme plans.
They don’t need:
- punishment workouts
- two-a-day sessions
- “no days off” nonsense
They need something that fits real life.
Something that helps them:
train consistently
understand what “enough” looks like
know when to push and when to back off
build strength without burning out
stop starting and stopping all the time
The Goal Isn’t Perfect — It’s Sustainable
The whole idea behind both of these is simple.
Not perfect.
Not extreme.
Not all or nothing.
Just better.
Better habits.
Better understanding.
Better consistency.
Because that’s what actually works long-term.
If you want to know more about the Unf*ck your Fitness Collective then you can find it here
The Fox Den Way
If you’ve trained with me or been around The Den, you’ll know this already.
We don’t do:
- extremes
- punishment
- nonsense
We do:
- consistency
- structure
- real life
Unf*ck Your Food Story and the Fitness Collective are just an extension of that.
Taking what works in the gym… and making it accessible to more people.
Final Thought
You don’t need fixing.
You don’t need another plan.
You don’t need to start again every Monday.
What you need is:
- understanding
- consistency
- something that actually fits your life
That’s why Unf*ck Your Food Story exists.
And that’s why Unf*ck Your Fitness Collective is coming.
No drama.
No bullshit.
Just shit that works.
