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When to quit

The worst part about this New Years diet stuff?

They tell you to do the SAME things.

The same things (only this time covered in organic kale) that got the same results as this year

and 2016 and 2015 and 2014 and so on and so on..

They tell you that doing MORE when your plate is already FULL is the only answer. 


MORE starvation, crash diets...

^^ all on top of your busy work and home life

So it's not wonder that it's confusing...and that you've lost trust in this diet and fitness industry. 

Because you know what?

I have, too. 

I'm part of a health & fitness industry which is failing you.

Scaring you away from gyms by making it all elitist full of lycra and bearded guys.

Making you think that 'I'm too fat to start and I'll come see you when I'm fitter, Matt' <<< This is what I get a lot...

Worried that you'll fail again because you couldn't stick to your last diet.

Making you think that this toning up stuff has to be this 'all or nothing' chore that needs all of your attention and willpower 

When in reality? 

You just want to feel healthier, better about yourself, get slimmer, have more time for YOU, and make this toning up stuff a way of life. 

And - of course - enjoying getting all the comments from your friends and family asking how you slimmed down at your next social event without counting a single point or syn....

So how about this?

Me and you.. we make a pinky promise.

Right now


Get committed to doing LESS

and we QUIT doing the stuff that holds us back from getting what we want...

We forget what the old lycra-filled exercise dvd's used to tell us about  "Winners Never Quit"


QUIT giving up your favourite foods and depriving yourself

QUIT beating yourself up and thinking F it after having one 'bad' day (your thoughts about the 'bad' day will result in actions that will do more harm than the bad day in itself)

QUIT putting everyone and thing else before you (leaving you with no 'me' time <<< this is your life by the way)

QUIT wasting time and energy on things you can't control (like the weather, traffic, what others say to you or about you) so you can spend more time on YOU, your health and your family and friends. 

QUIT worrying about 'if it will work for me' or 'what others will think'

QUIT giving yourself permission to self sabotage

QUIT thinking that you don't deserve the body you want

And remember ONE thing:

"He who has their health has 1000 dreams. He who doesn't, has 1"

Because I'm guilty of taking this is all for granted, too. 

But the best part?

IT ALL involves doing less....IF you focus on the stuff that MATTERS. 

You'll have more energy and time for YOU.

You can wow your friends and family at social events in your new favourite clothes, and finally make 2018 the year you ditch the fad diets for good. 

Speaking of which...

My 7-Day Rapid Shape Up Shift is actually all about getting you to simplify this slimming down stuff. 

So that you can worry less about what and when to eat

and make this toning up stuff a way of life. 

go here:

Matt 'quitter' Fruci
Fruci Fit

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62% of Brits wouldn’t do this even if their life depended on it

I’ve spoken before about how despite you often blaming yourself for not having the ‘willpower’ or ‘motivation’...

to leave your house and go to a place you often resent to exercise…

it’s actually a very UNATURAL THING to do. 

When else would you leave CHOOSE to leave your house to do something you don’t enjoy?

Get changed in a sweaty gym. 

Get blasted by someone in lycra who knows nothing about you, your lifestyle, or the fact it’s your first time there…

You see, you’re not lazy

you’re just in line with 96% of us out there who are thinking of FUN stuff to do in the evening with your family rather than spending 2 hours in a gym 

(the average time spent travelling to the gym, exercising, showering in a gym and travelling home)

 And it's why I try to make this toning up stuff a little bit more laid back.

I mean, here's a list of the few tone up challenges we've done in my Shift Project:

* Christmas Monopoly

* The ReinBeer Pong Challenge

* The World's Worst Advent Calendar

And it's really humbling to hear ladies say things like 

"I never thought I'd look forward to exercising"


"I don't even notice that I'm exercising"

Because the truth is, I don't even like exercising. 

I like having exercised. As in, I like having done it already. 

It make me feel good. Better about myself. Creates energy for my day. Helps me stay fit. In shape. Healthy.

^^ (Although the key part of this toning up stuff is what you eat)

But doing it?

I have to find ways to make it fun. 


Trick myself. 

As I'm doing now. Tricking myself into just focussing on setting an example to my daughter. 

So I don't need to tell Ottilie to eat her fruit and veggies. She can see dad doing it and make her own decision.  

I don't need to tell Ottilie to exercise. She can see dad doing it and make her own decision. 

But I'm not going to pretend I know what you're going through and the challenges you face. 

As I don't know.

But what I will challenge you to do is to make it fun.

After all, life's too short.

And if you fancy a game of Reindeer Pong

To help you get more toned, make 2018 the year you ditch the yoyo dieting fads, and have more fun doing it?

Then you might be a good fit for my 7-Day Rapid Shape Up Shift

I only have 3 spaces left.


PS. I can't make any promises. 

But, I will say this:

I'd be very surprised if anyone who does my 7-Day Rapid Shape Up Shift didn't lose some unwanted fat and walk away with several simple eating habits they can use even on their busiest, most stressful day to slim down and make this toning up stuff a way of life.

A bold claim?

I suppose it is. 

But I stand by every word.

To learn more, go to:

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7 Lost tone up rules

"The avocado on toast diet..."

"Extend your life by 10 years with this diet"

"The raw food detox"

"The fruit smoothie diet"

I could go on.

Everywhere you look, there's a new, trendy diet. 

So, today, I just wanted to show you:

 7 Lost Tone Up Rules

Which are all - not only -  scientifically proven to help you lose weight

But also shown to work with busy ladies just like you.

How do I know?

Because I use these exact principles with some of the ladies using my Shift Shape Up Shift

And I get it.

If you can't stick to it because it takes a ton of your time, you aren't going to do it.

It's something I talk about when I lecture to university researchers.

I basically say:

'what you are researching is kind of pointless because people don't have time to count everything and prepare 6 small meals a day to burn fat'

I mean - yes - it works for people who are locked in a room and paid to do the study.

But as soon as you're back in the crazy, go go go real world?

It goes completely out of the window.  

Anyway, click the link below to get the 7 Lost Tone Up Rules:

That's it from me.

Fruci Fit
Shift: Helping Busy Ladies Think Differently and Get Their Bodies Back

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How Vikki dropped a dress size (and a ring size, too)

Just like most of the ladies who I work, Vikki came to me looking to fit into a dress for a wedding she was going to.

And this she did <<< Well done, Vikki.

But the funny thing about Vikki's journey so far was that she was always joking about how she wanted to lose fat from her fingers. 

I talked about designed an 8 week drop a ring size challenge 😉

And this prompted the question of:

'Can you choose where you lose fat from? Can I lose fat from my back, tummy, back of my arms?'

The truth is...

you - technically - can't choose where you lose fat  from...


You can help to shape and tone the stubborn fat bits of your body you want to improve most

^^^ Which is exactly what the short and simple tone up challenges in my 7-Day Rapid Shape Up Shift are designed to do

Combine that with a healthy, sustainable eating plan that's personalised to YOU so you can stick to it?

And the back fat, bingo wings and tummy fat WILL come off.

But the bit that really made me laugh about Vikki's tone up journey?

Vikki has actually dropped a ring size, too.

My point?

When you find the way of eating that fits your lifestyle, so you can stick to it, and slim down for good...

Strange things can happen.

Like dropping a ring size.

I guess you never know, until you try, right?


PS. I don't know if it's something in the brandy but I've been getting LOTS of questions about whether you can still lose weight and tone up if you don't actually attend the sessions in my 7-Day Rapid Shape Up Shift

Well, guess what?

Maybe there is something in the brandy.

Because I've just finished recording ALL of the Home Fit tone up challenges for my 7-Day Rapid Shape Up Shift which means you can do ALL of them at home (and you don't need any equipment...just 5 minutes)

Now, I can't make any promises, of course.

But, I will say this:

I'd be very surprised if anyone who does my 7-Day Rapid Shape Up Shift didn't lose some unwanted fat and walk away with several simple eating habits they can use even on their busiest, most stressful day to slim down and make this toning up stuff a way of life.

A bold claim?

I suppose it is. 

But I stand by every word.

To learn more, go to:

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Why I actually like Slimming World and Weight Watchers

So last week I got off a phone call with a lady who's just signed up to my 7-Day Rapid Shape Up Shift starting Monday 8th January and this is what she said:

"I know you're probably going to say it's bad and not the best way to lose weight but I've done Slimming World and Weight Watchers a few times"

But my response took her by surprise. 

Because although you might think I compete with Weight Watchers and Slimming World...

I actually LIKE them. 


2 reasons:

1) It 'works' for some people. And if they help you lose weight and keep it off? Well, that's great. How can I be against that?

2) They help people make a start. And the bigger they get and more ladies they reach? The more ladies I can potentially help.

How do I know?

Because I can actually count on ONE hand...

The number of ladies I've helped slim down and tone up who have NOT tried Slimming World and / or Weight Watchers in their life. 

So if it wasn't for Slimming World and Weight Watchers?

They might not have ever come to me. Who knows. 

And here's the thing.

If it's a weekly weigh in that you want?

Then Weight Watchers and Slimming World will probably suit you more.

In fact, I don't even weight you (although you can do it if you want).

and I talk about reasons I don't weigh you in more depth in my book (Shift: Simple Guide To Helping Busy Ladies Think Differently and Get Their Bodies Back)

But in a nutshell, it's because whenever any of the ladies using my simple tone up principles write a review about it...

It's never JUST about the weight loss.

I mean - YES - they lose some weight (which is great)

But it's more about:

* How they're no longer out of breath going upstairs

* They have more restful sleep so they wake up with more energy for the day 

* They're enjoying food again and loving being liberated to eat the foods they love and learn how to still slim down doing it (without counting points)

* How they're able to do more with their kids and grandchildren 

* How they're - and I quote - 'wearing a lovely purple skirt I haven't worn since 2011' <<< good job Nicola never threw it away...

* How they even dropped a ring size (I'll tell you more about Vikki's story and CHOOSING where you lose fat from tomorrow)

And - yes - I may:

* Start sentences with 'And'

* annoy you with my cheesy, horrendous jokes that I pop in to your tips and tricks on hot topics that week from beating hunger to eating out and still slimming down. 

^^^ Just remember that Mrs Fruci has to put up with me 24 / 7

* Talk about CBeebies because I have no real friends and enjoy watching it even when Ottilie (my daughter) isn't 

* Talk about my struggles with public speaking and eating disorders which makes some ladies think I'm pretty weird as I shouldn't be giving advice to ladies to lose fat if I've had an eating disorder...


The truth is..

This all makes me a better coach.

Because I get it. 

I get that you're busy. This toning up stuff seems like another full time job in itself with all the counting of points and syns, can't eat carbs after 6pm stuff thrown at you. 

And not to mention the never ending work emails, meetings, domestic admin, kids, self refilling washing basket, and hubby to look after 😉

And it's all why if you want personalisation so you can build a heathy tone up strategy that you can stick to even on your busiest, most stressful day so you can fit back into your favourite clothes and ditch the yoyo dieting for good?

My 7-Day Rapid Shape Up Shift might be the best way for you to start your 2018 tone up challenge.

To learn more about this, click the link below:

I only have 3 spaces left for this by the way and with the January rush, I can't guarantee your slot until you've applied. 

Speak soon,

Fruci Fit
SHIFT: Helping Busy Ladies Think Differently and Get Their Bodies Back

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Merry Christmas

Just a quick one to say MERRY CHRISTMAS!
Have a lovely day with your friends and family
And just like David Brent says in The Office (which I always watch over Christmas…):
When the dog looks in the river to see its reflection
It thinks the other dog has a bigger bone
As the dog goes to get the other bone
It drops the bone it had
And ends up with none!
So cherish those around you and be grateful (I’ve just started my day off like I do every other day…write 3 things I’m grateful for!)
Presents, bacon, whisky, bacon, cheeky glass of vino, more bacon, and – of course- Mrs Fruci (who’s birthday is today…selfish I know)
Best wishes
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Santa’s Watching YOU

So the other day, someone drove into the back of the car behind me. The car behind me, then hit me. But the car that caused it? Drove off.

And what happened next reminded me of what I was told as a kid:

Santa could see whether you were 'good' or 'bad'?

Because it turns out there they may have been caught on camera...

But back to Santa.

Being told that Santa is watching must be the naughtiest, most sneaky behaviour modification tool in the world...

Because what did it make you do?


I mean, you'd even eat your Brussel sprouts

Tidy your toys away (or iPads as they're called today)

So it got me thinking:

What do YOU... tell YOURSELF to ensure you do what you said you would?

With your body, mindset, eating habits, tin of Quality Street left out on the side?

Because I get that life's busy and you're so focussed on making sure everyone else has a great Christmas that the hours pass by and you have no time left for you.

But the best part?

You just have to give yourself PERMISSION to be a bit more selfish. 

Because what would happen if you put YOU first for once?

Think you'd get more IMPORTANT stuff done and be healthier and happier?

How about this...

Every time you're avoiding doing something that you know will help you have more energy

Every time you're procrastinating on something that will help you feel more confident about yourself

Every time you're putting things off that you know will help you have more restful sleep

Every time you're thinking about binging on the tin of biscuits out on the side late at night after a long stressful day putting everyone else first...

Just say to yourself:

"My kids / other half are watching me'

It's a little trick I'm playing on myself.

So that I don't have to tell my daughter to exercise...she just see's me doing it (even if it's for 5 minutes in my living room dressed as santa)

So that I don't have to tell my daughter to eat healthy, nutritious foods and have a positive relationship with food where I'm in control...she just see's me doing it and can make her own decision ...

Because, when i realised that not doing the things I preach (sitting down to eat my food, not grabbing anything on the go, not putting me first to help me improve as a coach and be more present and less irritable with loved ones)

When I realised that NOT taking action was like me saying that staying the same and not being a better husband and dad was more important...


and I got focused on WHAT I WANTED---> NOT what I 'felt like'

Which is exactly what elite level accountability and support from like-minded ladies and a Registered Nutritionist could do for you.

To help you make 2018 the year you ditch the fad diets and build a healthy, sustainable eating plan that you can do even on your busiest most stressful day so you can shrink your waistline and fit back into your favourite, more fashionable clothes for good

Treat yourself to an early Christmas present on me...

With my FREE 7-Day Rapid Shape Up Shift

It's first come, first served.

As I only have 4 spaces left for this free opportunity due to the personalisation that makes it WORK...

Click the link below to apply:

Matt 'Santa' Fruci

PS. Even I was surprised by some of the ladies results. 

Losing 3 inches of tummy fat in just 7 days without it 'feeling hard', counting points or giving up your favourite foods. 

Here's the link to learn more:

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Do you have to count points and give up carbs to lose weight?

I'll get straight to the point today.

Because the SECRET to this weight loss stuff and toning up for good?

Is personalisation. 

Because the reason - in my opinion - why this dieting and weight loss stuff is so confusing is because even the wackiest of diets out there will work for someONE...

And even though the principles I've been teaching you work and are backed up by science?

Even the best programmes have to be personalised and adapted to YOU. 

Based on your work, family to feed, eating out habits, lack of time to cook, work, hormones, food allergies, the foods you like...I could go on. 

Everyone is different. 

And it's exactly why I don't just say 'here's a diet plan and go and do it' 

I'd love to be to do that. It would save me a LOT of time. 

But the truth is?

It doesn't work.

This is why I knew that my Shift Project couldn't be just 'another weight loss programme' .

Which is why I made it a simple, step-by-step coaching programme, so I can personally walk you through the entire process, tweak your strategy and guarentee your success, every step along the way.

I've had a lot of questions about The Shift Project, so I did a little video for you covering:

Whether you can eat carbs?

What the tone up workouts are like?

What happens long term?

Whether you need to join a gym?

Whether you need to count points?

And much more.

Chances are, if you have a question?

I've covered it here:

No time to watch the video but want to make 2018 the year you ditch the fad diets and baggy clothes for good?

Want to learn how you can shrink your waist by up to 5 inches and make this toning up stuff a way of life in just 7 days without counting points or giving up your favourite foods?

You can learn more by clicking the link below:


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Dieting Tip From Karen

So not only has Karen lost a load of weight and got into the clothes she wanted to wear for her holiday and a wedding she recently went to...

Karen has also lost event more weight recently. 


Well, I'll share her rapid weight loss tip here:

"So I have a the answer to quick weight loss. Have a kitchen renovation just before Christmas, get an oven that doesn't work, ( hopefully fixed Friday) walk to work and back, 5 miles in all. There you go."

And you know what?

Having a kitchen renovation is actually a PROVEN way to help you lose weight without relying on willpower. 

and I don't meant ripping out your kitchen.

But actually simply moving a few things around.

Just like I show you in my super simple, 1-page Shift It Checklist in my Shift Project. 

After all, did you know that for every 4 minutes lounging in your kitchen...

You eat an extra 80 calories? 

That's about 10lbs of unwanted FAT GAIN in a year...

Start small, think big..

Just like the Shifters do in my FREE 7-Day Rapid Shape Up Shift starting Monday 8th January

Small improvements = sustainable, fast fat loss

And who knows?

maybe you too can feel more confident in your favourite clothes again, just like Karen is. 

To apply, click the link below

Matt 'kitchen architect' Fruci

PS. Because many of the ladies who've applied to do my 7-Day Rapid Shape Up Shift have decided to do everything from home using your Shift members area and private support group..

(and not attend the personal coaching sessions with me... )

I now have 5 more spaces available if you want access to BOTH...

Which I fully expect to be gone by January (as you know what it's like with New Years Resolutions) 

So to make 2018 the year you ditch the fad diets for good and slim down without sacrificing your social life (or carbs)

click the link below:

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How to simplify your slim down

Last week my car door was locked and frozen SHUT. The car key fob to open the car was broke and I couldn't get the key in the door.


I had a meeting with a member on my Shift Project in 15 minutes time. 

I had to act FAST. 

I did what all us intelligent, smart people do and...Google what to do...

And Google delivered indeed (1,340,000 results in 0.32 seconds to be precise).

So, where do I begin?

I clicked the first one, which happened to tell me to heat the end of my key on a match or gas hob.

I did it...and after several trips from the car to the kitchen to heat up my car key, I got it in and opened the car lock. The de-icer sitting in the car almost winked at me as if to say: 'keep me in the shed next time'.

Anyway, my point here is that Google has EVERYTHING you will ever need to know about anything for FREE.

How to change a nappy? check

How to deal with annoying people you have to tolerate at work? check

How to sleep better? check

How to lose weight? check

I have no problem telling you this. Everything you need to know about weight loss and toning up is out there for FREE...

The problem in today's GO GO GO, hectic world you live in?

There's too much information. It gets confusing. And you give up. 

And I want you to know that it's not your fault. And that you're no different to the tons of others who come to me asking for helping this healthy diet and toning up stuff. 

After all, Google will give 17,600,000 results in 0.42 seconds if you ask it 'how to lose weight'...

Talk about diet 'indigestion'

SOOO much choice.

* Dairy makes your joints ache

* Carbs make you fat after 6pm

* Meat is worse for you than smoking

It's confusing. I get it.

Which is why I've put together my FREE 7-Day Rapid Shape Up Shift. 

With very simple, yet PROVEN little slim down tasks for you to do each day that fit YOUR lifestyle so you can stick to and make 2018 the year you ditch the fad diets and slim down for good. 

Because when you actually look at the PROVEN, scientific research?

It's not as confusing as you think. 

Especially when it's broken down into a simple, step by step process and you get the support from me, as well as other like-minded ladies all looking to be the best version of themselves and making this toning up stuff a way of life. 

Which is exactly what I teach you in my FREE 7-Day Rapid Shape Up Shift

Click the link below to apply (start date is Monday 8th January):

Matt 'simple minded' Fruci
Fruci Fit
SHIFT: Helping Busy Ladies Think Differently and Get Their Bodies Back