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Maybe I was wrong about calorie counting

I'll admit. Nowadays, I just can't be bothered to count my calories.

Even though it only take 5 minutes or so, I very rarely do it. I don't know if it's laziness or just because I don't enjoy doing it. 

So, how can I expect you to count calories when I'm using the excuse of 'I don't have time'?

I'm not saying it doesn't work. Because counting calories to lose weight does work...Just as long as you actually do it.

And - from my experience working with hundreds of other ladies - most of them don't want to do it.

Work, social life, kids, family life, domestic admin...LIFE...just makes it tedious and another thing to do. 

This is actually how I feel about it right now. 

And I'm not alone. In a recent study where they got people to track their calories to help them lose weight using My Fitness Pal, only 36% of people were still doing it after 8 weeks....

Which meant that those who were given 'healthy eating' guidelines can lose just as much weight without the hassle of logging everything they eat each day.

It's why I'm currently using my Healthy Meal Maker System to make it more simple and save me - and you - time. 

Time you could spend with family, work and doing more of things you want to do.

you see, the average household has around 14 meals that they just rotate over time. 

Most of us will eat about 3 times a day, maybe with some snacks. 

My Health Meal Maker System allows you to eat the meals and food that you and your family the right portions and without counting calories...

It'll even do your shopping list for you so you spend less time worrying about what you need or buying foods you don't need...

The simplicity is great and the ladies using my Personal Training and Nutrition System have told me just how much time it's saved them. 

If you're interested in a more simple way to lose weight and get fit and want to try it for free...

Click the link below to apply as I have 2 free spaces for next week if you want to kickstart your fat loss with no guesswork:

By the way, you will also have the opportunity to do some of our quick tone up workouts (which you can do at home or with me) to help you lose fat and help you ditch the yoyo dieting cycle (which I'll explain more about soon).

CLICK HERE to apply

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

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Low fat or low carb to tone up?

I thought I knew it all when I was at uni. I was a 'Registered Nutritionist', after all. I had a load of knowledge about what was good to eat... 

BUT zero practical experience of REAL life.

You know, work, domestic admin, home life, family, kids, cooking... I could go on.

Which meant I had no idea of how irrelevant most of the diet stuff we argue about every day is

Especially as a recent study just showed that there was pretty much NO DIFFERENCE in weight loss between low fat or low carb diets. They lost the same amount of weight.

They even looked at genetics. And it showed that your genetics have no impact on whether you'd do better on a low fat or low carb diet. 

Now, of course, from working with hundreds of ladies and helping them lose weight, I completely get that you are different to men. 

You have it harder than me when it comes to losing weight. FACT! 

Menstrual cycle, menopause, the media telling you to eat boring salads and just do some cardio classes to stop you getting 'too bulky' are all making it harder for you...

And it's probably why the hubby's of the ladies using my Shift Personal Training and Nutrition System lose weight more rapidly...

But the good news about all of this?

Well, ANY type of healthy eating plan will work for you, providing you find a way that allows you to stay full up for longer and feel satisfied. 

No banning foods.

No grapefruit diet

And - no - you don't even need to give up your vino.

Just find a way that allows you to eat the foods you enjoy and stay full up so you don't end up with your head in the biscuit tin.

^^ Which is exactly what the people who did the LOW FAT or LOW CARB weight loss diets did. 

My Healthy Meal Makers in my Shift Personal Training and Nutrition System show you how you build a healthy eating plan, lose weight and still enjoy your favourite foods. 

They'll even do you shopping lists for you if you want to save time shopping and worrying about what's healthy and what you need to give up to lose weight and shape up.

Check out my SHIFT Personal Training and Nutrition System and Kickstart your Fat Loss (without counting calories, syns, or having to give up wine)

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

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Bread and processed foods linked to cancer?

I've had some interesting questions about the 'ultra-processed' foods and cancer link they were talking about they other day.

They basically said that if you increase the amount of processed foods you eat, like bread, sugary drinks, crisps, soups ready meals and nuggets by 10%...your risk of cancer may increase by 12%...

Now, before you throw the bread out of the house...

Also consider that people who ate these foods were also:

* More likely to smoke

* Less likely to exercise

And - overall - just ate more...

Which meant they tended to carry more fat...

And - for me - all as this has done is made this healthy eating stuff even more confusing. 


Because how do you actually define processed food?

Chopped tomatoes are processed, does that make them unhealthy and fattening?

The researchers also defined bread from supermarket as processed but bread from a bakery as not?

So, lets make this more simple. 

We know that if you eat more processed / high sugar and high fat foods, you are likely to eat more and gain unwanted body fat.

That said, BANNING these foods can often be the reason why you see no results and get frustrated. 

Maybe your weekdays are really healthy and then you 'cheat' on the weekend and blowout (which could mean that you undo a lot of your fat loss across the week)

Could this restict - binge be the issue?

I mean, you are going to get cravings. 

So, you might as well feed them every now and then rather than have your head in the biscuit tin.

Now, that said, it does depend where YOU are on your weight loss journey and with your relationship with food. 

You see, for some of the ladies I work with, not having any 'trigger' foods in the house helps them - at least for now - see results and start to develop positive habits so they can be in control around these foods (which seems to get easier once you give your body the balance of nutrients that helps to keep you full up).

I guess that's where the personalisation comes in to help you build a healthy eating and exercise plan that fits your lifestyle so you can ditch the 101 fad diets for good. 

It's why I suggest that if 80% of your diet comes from whole foods, like lean meats, fish, eggs, veggies, potatoes, beans, fruits, etc. then 20% can come from whatever you want.

It's how my healthy meal makers get you planning your meals for the week.

So you can have more energy, save time, and lose weight in the process.

You can see how they work here

Fruci Fit
SHIFT: Helping Busy Ladies Think Differently and Get Fit, Healthy and Strong

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I’m fed up of these dieting lies

I'm OK with being untruthful and lying to kids about Father Christmas, the Easter Bunny, the tooth fairy, and why dogs sniff each others bums (read the children's story book: The Great Dog Bottom Swap and you'll find out...)

But I'm NOT OK with the lies I see almost every day about what you can or can't eat to lose weight, get fit, and tone up... 

I mean, I'm not going to name names, but I see so-called nutritionists telling you to eat like a 'caveman' and eat nothing but meat and nuts back in 2015..

And now?

They're vegan and telling you to stay away from meat and anything animal based...

You then have those who tell you that NO ONE should eat carbs.

^^^ Which annoys me and almost makes me look like I promote everyone to eat tons and tons of carbs (which I don't)  just to prove a point that you can eat some carbs and lose fat...

No combining certain foods...

Eat according to your blood type..

I could go on...

And I get that it makes  losing weight so complicated. Almost puts you off and makes you feel overwhelmed. 

Now, all of these fancy diets do - in all honesty - is make you eat a bit less. 

And if it works for you, just keep doing it. 

If you find it overwhelming?

Well, you might want to see how simple it can be.

So simple that you might even message me saying 'I know all of this already' << as one of the ladies said to me the other day.

But knowing and not DOING is as good as not knowing <<< Read that again

you see, just the other week, one of the ladies using my Shift Personal Training and Nutrition System was worried because she hadn't lost any weight for 4 weeks. 

And I get that this is frustrating. 

So, what we did is set her a challenge of taking a picture of everything she ate that week. 

The result?

4lbs off...

Now, obviously I'm not suggesting you do this...forever. But try it. See how it slows you down? Makes you challenge your routine and habits around food. 

See what you learn about yourself. 

Because this is how you can gradually improve your habits and relationship with food so you can lose weight and unwanted body fat without having to really think about it. It just becomes a habit...

And if it's accountability and a simple step by step healthy eating and exercise plan you want to help you do this?

Today is your final chance to apply for the free weeks access to my Shift Personal Training and Nutrition System starting tomorrow. 

That's ladies only workouts, home fit workouts, support from like minded ladies, and access to your own Registered Nutritionist

To kickstart your New Years Resolution, click below:

Free Week of Personal Training and Nutrition
Matt 'liar liar' Fruci

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Hungry for lunch by 11am everyday? Try this

Losing weight and having more energy without ever feeling hungry would be the result of an ideal diet...

But what if what you THINK you are eating will keep you more full up and beat hunger more than what you are ACTUALLY eating?

Well, a recent study showed that when people were given a LOW calorie drink but told it was HIGH in calories, they lowered their hunger hormones in their body and felt more full up...

So, they essentially: 'tricked themselves slim'...

And this got me thinking about what true hunger actually is...

Do we even know what it is anymore?

It's meant to be a hollow feeling in your stomach, maybe with some rumbles . It's also meant to be gradual. 

So, should you get a sudden urge of hunger? It's probably linked to your emotions OR your environment.

^^^ There's nothing like the smell of bread in a supermarket or the smell of toast to make you hungry. 

But as with all this toning up and weight loss stuff..

It does come to personalising this stuff to you.

Something that a lot of the traditional yoyo diets and slimming clubs just don't get right


Well, I'll tell you why in the form of a dad joke (my daughter has to get used to these):

What can you hold without ever touching it?

A conversation...

Speaking of which, this is how I start all of the ladies who use my Shift Personal Training and Nutrition System. 

After all, I'd love there to be ONE diet that works for everyone. But it just doesn't work like that. 

Want to have a chat about how you can kickstart your weight loss and fitness?

I've got 2 spaces left for the free week of personal training and nutrition starting on Monday (including full access to my Shop Up Shift System)

To apply, click below:


Matt 'a little MORE conversation' Fruci
Fruci Fit
SHIFT: Helping Busy Ladies Think Differently and Shape Up

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9 simple diet improvements you can do today

I was chatting to a friend the other day about how my 1 year old daughter suddenly now uses a spoon and a fork to eat her dinner. Almost like she's never put her head in her dinner or shovelled it in with her hands.

It just seems to have happened all of a sudden.

But in reality? When I think about it. It hasn't. I've given her a plastic spoon and fork for months. Most of the time she'd fling it on the floor or give it to the dog. 

And what's this got to do with today?

Well, even if you're not where you want to be right now or if the scales haven't gone down a 1lb or 2 this week...

Just 'keep breathing'...because you never know what the tide will bring in tomorrow (Cast Away movie quote...but very relevant)..

And this is what we call 'The Fat Loss Ripple Effect'...

Which I was explaining to one of the ladies I work with the other day when she asked for any swaps she could make to her diet..

And you can get started by making any of these 9 simple swaps today...

1) Bagels (usually have for brekkie and have already swapped for bagel thins but any other alternatives )

^^^ Wraps or tortilla? Tend to be around 60 calories lower and you can also pack in more veggies which will help keep you full up. Or look for alternatives? Fat free Greek yoghurt as a quick and easy brekkie with some berries or protein powder mixed in?

2) Crunchy whole nut peanut butter (again tend to put on my bagels for brekkie)

^^ Eggs? Soft cheese? 

3) Best tasty low cal yoghurt type snack

Fat free Greek yoghurt or quark 🙂

4) Best tasty low cal crisps or crisp alternative

^^ Popcorn? 

5) Jarred sauces. Although I am going to try and make up fresh sauces in batches at the weekend if I am running really short of time what is best ie for chilli, curry, bolognese

^^^ Passatta with some mixed Italian herb seasoning, salt and pepper for bolognese. For curry, you can try the pastes (you just mix them). Or have a few soups / Itsu noodle pots handy 🙂

6) Best fruits for filling but lower calorie

^^^ Blueberries or mixed berries. Frozen is cheaper 🙂

7) Pasta - what can you eat more of for less calories

^^^ Potatos / sweet potato. Bulk out with veggies or try courgette / carrot sprialised? Or even try these noodles and pasta (they work great in stir fry's, too)

8) Best low cal bread or alternative

^^ With bread, there isn’t too much difference (although I'd always have it sliced or you'll eat more)


Rice cake?
Carrot sticks / cucumber / celery with humous dip?

9) Boxed cereals

^^^ shredded wheat, porridge sachets, weetabix? 

Pick ONE today. 

None of them for you? Doing all this already but still not seeing results?

I've got 4 spaces for a free trial using my Shift Personal Training and Nutrition System starting on Monday

Click below to apply:

Free Week of Personal Training and Support From A Registered Nutritionist 


PS. Plus, if you make any of these swaps today?

It means you started a 'diet'  on a Friday...

And if you can do a diet on a Friday?

When can't you do it?

This is exactly how I help you think differently and get your health and fitness back with my Shift Personal Training and Nutrition System

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#1 reason that’s stopping you from toning up

"I can never stick to it"

" I just end up eating crap and then feeling like $#*!"

"I have no willpower"

^^^ some of the most common things I hear when working the ladies using my Shift Personal Training and Nutrition System and working out strategies to help them overcome their biggest challenges.

And for me?

This is the reason why most 'diets' fail

1) There's a lack of support from like minded people (we have a private community of like minded ladies all looking to be  healthier versions of themselves)

2) Too many people are giving nutrition advice based on the idea that 'it worked for me' (they then blame you for not getting the results)

Because the truth is?

It's not that you failed the diet...It's that the diet failed you.

Now, I'm not saying that it has to be easy. But what I am saying is that without support, accountability and PERSONALISATION for you?

It makes it a whole lot harder (and probably explains why not many people can lose weight and keep it off on their own).

Especially when you think that it should be easy and you should have no cravings...EVER...

And when that inner voice in your head tells you to eat the biscuits..​

It's pretty powerful to have support to help you through it especially when you're setting up new habits that will help you lose weight and keep it off for good.

Because just know that it is OK to have thoughts and cravings....

And you're not a 'failure' for having a so called 'bad' food.

Failure only happens when completely stop trying. 

It's why I make this weight loss stuff more simple and fit for YOU...

Because the more simple it is, the more likely you are to stick to it and ditch the yoyo dieting...

Want a personalised healthy eating and exercise plan fit for your lifestyle with support and accountability from a Registered Nutritionist and a group of like-minded ladies so you don't lose motivation?

I'm giving away 2 more free week trials using my Shift Personal Training and Nutrition System starting on Monday.

To learn more, click the link below:


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Is this the end of cooking?

"It will change everything. It will be the end of cooking, forks, plates, washing up and garbage!"

^^^ These are the words of Willy Wonka referring to his chewing-gum meal thats a whole 3 course meal in one: "This piece of gum I've just made happens to be tomato soup, roast beef and blueberry pie"

So, whilst reading Charlie and the Chocolate Factory to my daughter, it got me thinking how I could provide you with maximum amount of healthy nutrition to keep you full up, whilst saving you time so you didn't have to spend hours cooking...

The result?

A whole a burger (which is healthy, nutritious and tried and tested by our Chief Food Scientist at Fruci Fit (my daughter)..

To check the healthy, filling and nutritious burgers out, see below:

Just want to see how you can build a healthy eating and exercise plan to lose weight, keep it off and fit back into your favourite clothes?

^^^^ All without counting syns and spending hours in a gym (because as Willy Wonka said: 'time is a precious thing')..

Apply one of the 2 spaces I have for next weeks FREE trial using my Shift Personal Training and Nutrition System to see how you can finally reach your health and fitness goals in 2018.

Here's the link to apply:


Matt 'time is a precious thing' Fruci

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Kourtney Kardashian’s Weird Food Plan

I've been asked recently about apple cider vinegar. Maybe because a Kardashian (a so-called celeb) was in the papers admitting to drinking vinegar as part of her diet plan.

But here's the thing, whether it's you're good red wine, white wine, apple cider, or malt vinegar...

Having some of this 'acid' as a condiment, dressing, in your sauce, or just straight could:

1) Slow down the rate at which your sugar levels in your blood spike after eating (which could help to control / reduce the risk of Type 2 diabetes)

2) Potentially improve your cholesterol 

3) Potentially help you lose weight and shrink your those who had a 15ml or 30ml dose of vinegar each day over 12 weeks lost nearly 1.2kg and 1.9kg more than those who didn', they showed decreases in their waist measurements. 


Before you go on the 'acidic' diet and start chugging down your cider vinegar and coating your chips in good old malt vinegar...

None this stuff really matters unless you are:

1) Challenging your beliefs about 'good' or 'bad' foods...

2) Making exercise fun and a choice (rather than a chore which you have to be really motivated to do...)

Take care of these 2 and you'll be back into your favourite clothes and toning up in no time.

The papers and media like to give you this ONE secret...

Even though Kourtney Kardashian drinks some vinegar, she also eats a lot of veggies, salmon, Chilli's, veggie soups...and preps most of her food in advance so she can grab when busy in the week 

^^^ And I think most of us would agree that's a pretty good plan..

Anyway, her father may have been OJ Simpson's lawyer, but that doesn't mean she's qualified to give nutrition advice...

But here's the thing...this health, fitness and weight loss stuff doesn't have to be complicated.

In fact, the more complicated you make it, the more likely you are to fail and pile the weight back on.

It's why I prefer to show you the simple scientific principles of losing fat and then help you fit them into your current life, no matter how many emails, roadworks, self sabotaging thoughts, and family commitments get in your way...

It takes the guesswork out of worrying about what you can or can't eat to lose weight and the best types of exercise so you can do it even on your busiest day...

It's been long time coming and I'm still tweaking things as ladies come to me with new challenges...

But the messages I've had from some of the ladies telling me how they've managed to be more consistent than ever before with their food and exercise habits have been really rewarding to see. 

Don't just take my word for it though, I've got 5 spaces to try my Shift Personal Training and Nutrition System for free


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

But what I will say is this:

I'd be very surprised if anyone who does this free week doesn't go away with a healthy eating and exercise plan that fits their lifestyle (and doesn't require weighing foods or counting points...)

A bold claim, I know.

But I stand by every word.

Click below to claim your free week (applications close on Sunday or when the 5 places are gone):


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When is the best time to exercise to lose weight?

Aladdin: ‘Genie, I wish for your freedom.’
Genie: ‘One bona fide prince pedigree coming up. I… What?’
Aladdin: ‘Genie, you’re free!’
I never thought that a simple quote from Aladdin would help me answer a question about the best time to exercise to lose weight…
For the record, I was watching Aladdin with my daughter 😉
But then again, I guess I shouldn’t be surprised. Because when you stick to the basics that WORK, it is pretty simple.
I mean, there’s more information than ever before out there, right?

But I get it. I get that it’s confusing when you’re told to eat low fat one minute and loads of “healthy fats” the next.

And it’s exactly why I’m going to simplify all of this stuff dieting stuff for you right now….

And delve in to the deeper, underlying issues that keep holding you back a bit more

So, here’s some quick fire slim down tips for you to ‘digest’:

1* When is the best time to exercise to burn fat?

When you can fit it in. The most important thing is that you DO IT. Don’t stress the small stuff. If evenings suit you, do it then. If mornings suit you, do it then.
Yes, doing it in the morning means you start your day off with something that will benefit your energy, health and fitness and it’s less likely that something will get in the way…
But whatever suits you. Not everyone has to be a morning person. It’s why I have both morning and evening tone up workouts in my Shift Personal Training and Nutrition System.

2* When is the best time to eat to lose fat?

Whenever you want to eat. The most important part of all of this is your overall intake.

For me, and many members using my Shift Personal Training and Nutrition System, eating MORE in the evening rather than earlier in the day seems to work well as this is when they sit down with the family so can enjoy more of their favourite foods and savour the moment (rather than eating for the sake of it / when you’re not actually hungry because they tell you it will ‘spike your metabolism’).

3* How many meals should I eat per day?
As many as you’d like. Your overall intake is key remember. Now, every time you eat is an opportunity to overeat. BUT. Skipping meals COULD leave you feeling out of control and grabbing anything on the go when you’re feeling H-angry. For me? I don’t want to spend any more time cooking and preparing food than I have to. I usually go for around 3 meals a day.
^^ Groundbreaking, I know 😉

4* What’s the best vegetable to eat?

Any! Try a variety. Raw, grilled, boiled, stir fried, steamed…make a rainbow and you’ll do just fine  
Simple, right?
And it’s why my Shift Personal Training and Nutrition System doesn’t even bother boring you with any of this stuff. Because you know it all already.
Rather, I give you a simple, step by step plan and the support and accountability (not just from me but also from like minded ladies looking to be the best version of themselves)…
So you build a healthy eating plan to last and get your body back – for good
^^^ all without counting points or blaming willpower…

Get started this week by clicking below.
I’m taking on 5 ladies for a FREE trial using my Shift Personal Training and Nutrition System

Matt “wishing for your freedom” Fruci
Fruci Fit
Taking The Stress Out Of Weight Loss