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How to set yourself up to lose

“Every baby is different”

“they all walk at their own pace and get there eventually. By first didn’t walk until 19 months. My second was walking at 8 months…)

A few conversations I’ve been having with some others about how my daughter ‘kind of’ walks but then decides to crawl again as it is faster and more efficient lol

But this got me thinking:

why is it that we can accept that ‘every baby is different’ and that they all ‘go at their own pace and get their eventually’

But then when it comes to weight loss, we have this specific number like:

“If I haven’t lost 1 stone by next month then…”
^^^ Which we have ZERO control over because you cannot control exactly what the scale does​​

That if we don’t hit, we might as well give up altogether?

May as well have not even started?

Can you imagine If I just said to Ottilie (my daughter): “You know what, you should have been walking by now, so just don’t bother at all. You can crawl for the rest of your life”?

Because here’s the thing:

By setting goals like this, which are PURELY specific and NOT focussed on the process? you are essentially powerLESS…

You have basically given up ‘control’ of the situation <<< which us humans love / hate because it gives us this excuse / a story about how we tried and still failed (which makes us feel better now but  $#*! tomorrow)..

My advice to you:

1* set a specific goal (like a weight loss goal / dress size goal) << this is absolutely fine. BUT, don’t attach life and death feelings to it. If you didn’t quite hit your goal? You STILL have an outcome. You know what worked, right? You know maybe what you can improve, right? 

2* Focus on the things you CAN control. In our Fit For Life Body Transformation Programme, we focus on:

Food, Fitness, and Focus.

^^^ 3 things that if you control? Will help you lose weight, have more energy, get fit and leave you feeling confident again in your favourite clothes…

If you want to learn more about personalising your food, fitness and focus for you so you can build a personalised healthy eating and fitness plan, personalised for you, you can apply for our 7-day free trial..

Which starts w/c Monday 4th June:

Here’s the link>>> 7-Day Free Trial

Matt ‘keep going crawling” Fruci 
PS. I’ve got 4 spaces for this trial and I’m not sure when the next one will be…so if you are interested?
Apply here:
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Food labels, traffic lights and what’s ‘enough’?

“Are the traffic light signals any good when looking at food labels? I get confused so just look for greens?”

As always, I’m going to give you a ‘vanilla’ answer. Partly because I’m scared of being wrong, but also because what I’m about to say seems to be the truth according to me, at this moment 😉

If it’s ‘green’ it tends to mean its lower in calories, sugar, and fats etc. Which seems good if you are trying to lose weight.

The problem?

* Some foods don’t have the traffic light symbols

* some foods, like cereal, say ‘per portion’ even though no one really eats a portion lol (one of the ladies mentioned how her son eats cake mixing bowl of cereal each morning and evening…the joys of being a teenage boy, I guess)

* It does NOT mention protein…

And on this topic of protein, 2 key points:

1) you might have heard people say that protein is ‘bad for your kidneys’?

Reality: This MAY be the case if you have kidney disease…if you don’t? 

The only side effects are:

* Feeling full up for longer

* A leaner, more toned look

* A reduced risk of osteoporosis, falls and hip fractures…

2) You may have heard that ‘you don’t need that much protein’:


The guidelines for protein are set on ‘need’ to AVOID DEFICIENCY, which would suggest they are suitable to help beat starvation in poorer areas of the world.

So, these protein recommendations do NOT really relate to wanting to ‘thrive’, feel full up, and tone up.

After all, you have to eat something. You have to put some type of fuel in the car…

So, if you’re currently craving sugar and hungry all of the time and you’re not including much of the following in your diet:

Beans, yoghurt, eggs, fish, dairy, or lean meats?

This may help you keep full up, beat your cravings, control your eating habits and lose weight…

And if you need help putting together a simple, personalised plan so you can actually stick to it even on your busiest day and stay accountable to the things you know you need to do to get the old clothes back out for Summer

(as let’s face it, you probably know what to do. more fruit and veggies etc etc. I’m not going to bore you with all that…)

You might be interested in the 7-Day Trial we have starting on our Fit For Life Body Transformation starting on Monday 4th June.

More info here:

Matt ​
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Why women have a harder time losing weight and what you can do about it

I’ll obviously never fully understand what it’s like to be a woman (even with science allowing us to do so much in today’s world 😉)

But what I can say through being a Registered Nutritionist, working with hundreds of women, being married to one and being a father to one…soon to be two 🙂

is that you have it soooooo much harder than me (guys <<< wow, first time I’ve ever been referred to as ‘the guys’. Feeling pretty manly right now)

Why do you have it harder? Here’s a few reasons and what you can do about it:

1) Menstrual cycle : this could mean that you have certain craving which – if not allowed for – could leave you with your head in the Pringles tube .

Tip: Allow yourself something you like in your day during weeks 3 and 4 (e.g. dark chocolate, bit of cheese). You actually burn more calories during this phase, but not to the extent that you can finish the tub of pringles.

2) Menopause: My only experience of this is walking into a room full of ladies and saying:

“is it me or is it hot in here”

To which one of the ladies replied: “now you know what it feels like to be menopausal”

Tip: If not using HRT, try soya products like yoghurt and milk, try vitamin E and reduce caffeine and alcohol (so glad I’m not a woman) to help with hot flushes and symptoms. 

3) You need less food than men: Obviously, restaurants and shops don’t cater for this.

And the fact we eat what we’re give means it’s no wonder the ladies say to me that their husbands have lost double the weight though following our nutrient system lol

TIP: Get a starter as a main meal when eating out? Use your hand size for your protein (like meats, beans, eggs and fish), fist size for your carbs (e.g. potato) and as much veggies as you like

4) You are -stereotypically – more like to do walking, cycling or running than muscle strengthening work 

TIP: Hold a squat whilst brushing your teeth today 😉

5) You’re less likely to go for the steak – when I go over and help people with their diets, I tend to see that men eat more protein than women…

which means they are more full up and less likely to make bad choices when on the go…

TIP: Get some protein in at each meal. Make it easy to eat protein: yoghurts, meats, eggs, fish, salmon and cream cheese bagels, and peanut butter with rice cakes 

But the problem with just giving tips are that we just don’t do them. Me included.

​​Without accountability, Without someone to check in with, set me tasks and tell me what to do?

I​​I just won’t do it. ​

It sounds lazy, but you don’t service your car yourself do you?

Its almost like you delegate a part of your life to free up some time

The side effects?

More energy, confidence, feel good fact, every tasks become easier, you’re fitting back into your favourite clothes and your friends and family are asking you how you did it.

^^^ which is pretty much how I am where I am today, being grateful to wake up everyday and love my job knowing I’m helping someone improve their life…

Now, I can’t say you’ll get the same results. But what I will say is that some of the messages I get really do make me excited about waking up every day (before the baby haha)

You can check out some the transformations from the other ladies and read their stories here:


Matt ‘is it me or is it hot in here?’ Fruci​

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Message From Ellen

Check out what Ellen has achieved 👏👏👏 (and people wonder why I “work” on a bank holiday…I love it):

“This review is long overdue! I’ve been working with Matt for just over 9 months.

When I came to him I was 52, overweight and, because of an ankle injury I’d picked up on holiday the year before, I had put on an additional 2 stone in just 12 months, even though I thought I was eating the same and still doing a fair amount of walking and was generally active –

I was frustrated and rapidly losing confidence in myself and my abitlity to stop this downward spiral.

Fast forward 9 months and I have already lost a stone and a half of that excess weight but more importantly, I’ve toned up and lost inches – 27 of them to be precise and 9 of them are off my waist,

which is beyond brilliant as I now go in at the middle instead of out. And best of all, I’ve done it slowly and steadily without ever once feeling that I’m ‘on a diet’ or that my lifestyle was ‘on hold’ .

This is very important to me as I didn’t want to do just another diet – get the weight off only to have it creep back on and more the minute I stopped (I’ve done that so many times over the years with all the ‘big name’ slimming clubs you can think of and it’s not good for you).

But that’s where Matt is different – he promotes healthy eating that is tailored to you, your lifestyle and your preferences.

He meets you where you are and knows the best diet is the one you will stick to for good.

He looks at the whole picture and gets you to do the same, by tracking your fitness, food and focus, looking at environment, stress, sleep and more.

I’ve never worked with a coach who cares more about your success and works so hard to come up with new and ingenious ideas to keep you on track.

He thinks of everything to make sure you can keep it up (or get back on quickly) even on your worst days!

He is funny, understanding, thoughtful, very knowledgeable, non judgemental, supportive, and very, very good at what he does.

If you want to lose weight, tone up and get your body, strength, energy and your confidence back – then look no further than Matt Fruci.”

Luckily,I’m not the type of person to get all big headed. Although saying that, a bigger head would probably help make my nose look more in proportion to my other facial features? 😂😂😂😂

Anyway, I don’t have anything to add to what Ellen has said…

apart from giving you an invitation to try our Fit For Life Body Transformation Programme for FREE for 7-days for you to see that there is a different way to go about this weight loss and fitness stuff which doesn’t mean missing out on your favourite foods, social events and LIFE…

Apply here:

5 spaces left for this and we start W/C Monday 2nd June 🙂


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The jeans of truth and my favourite medicine

“I want to fit back into my jeans of truth”

“Reduce my blood pressure and diabetes medication”

“Not think ‘you fat cow’ when I look in the mirror”

“Improve my relationship”

” Be around longer and see my grandkids”

^^^ These are some of the things I get from clients coming to see me.

And I’d be completely lying if I told you that I had the ONE medicine and tricks to do all of these..

Because the truth is, I teach you NOTHING….

I just ask you – hopefully – the right questions to trigger what you already know..

Most of the time, anyway.

Because there is one thing that I am pretty dogmatic with. 


Well, because its been shown to help you:

* Keep the weight / unwanted body fat off long term and help you lose FAT (not just weight)

* Make everyday tasks, like shopping, standing, moving fence panels (real example that one of the ladies sent me the other day  😂 )

* Improve your posture so you feel more confident 

* and more recently has been shown to potentially reduce the risk of cancer and mortality.. 

So what am I talking about?

No, it’s not get intimate with your other half more often (although that’s good, too)

It’s getting intimate with muscle strengthening exercise

And I don’t mean in a gym…

In fact, none of our sessions in our ladies only sessions in our Fit For Life Body Transformation Programme use any crazy equipment, it’s mainly just bodyweight

(and our special one piece of equipment which helps to tone up your stomach muscles called ‘Dave’ 😂 )

You can learn more here: 



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Mrs Fruci files for divorce

that could be the case if I carry on the way I am. I have a pretty annoying habit right now. Which I don’t even know I’m doing.

Basically, I keep leaving the cupboards in the kitchen wide open…

Its got so bad, It looks like I do it intentionally lol Honestly, I don’t. But why do I keep doing this even though I know I should shut them?

Well, probably because I’m ALWAYS looking at the next job I have to do:

Empty dishwasher > Calls with clients > Changing nappies > Live question and answer session


I’m never “in the moment”…

which means I never SUCCEED in the job in hand…which just so happens to be…


And it reminds me a bit of all the weight loss and diet stuff out there telling you what you probably already know:

‘eat more veggies’

‘eat more protein’

‘exercise, you’ll feel good’ <<< Hard to imagine when you’re exhausted after a long day looking after everyone else but you…

‘it’s just calories in vs calories out’

Which is all true…

But becomes so overwhelming and unhelpful without context and specifics, right?

Example: If I told you to eat a hand sized portion of meat, 2-3 eggs, a greek yoghurt or some beans with each of your main meal?

At least you have ONE thing in mind you can focus on right now to do…And that’s similar to how we do things in our Fit For Life Body Transformation Programme. 

Small, sustainable tasks that you can do that are sometimes so easy, that you might even ask for more (which is pretty powerful in todays society where we’re already lacking time)


Because they fit with your lifestyle, are personalised for you, your food preferences, work shifts and super quick and simple so you don’t need to spend hours preparing food if you don’t want to…

And that’s where the fat loss ripple effect comes in. Because once each new task becomes a habit, you can add more in without relying on ‘willpower’ <<< whatever that is?

Maybe I should take my own advice and focus on the task in hand?

Shutting the kitchen cupboards? 

It might just save my marriage!


PS. Our 14-Day Fit For Life Summer Kickstart begins Monday 2nd June. If you want to learn more about this, click the link below:

^^^ I only have space for 7 ladies

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Are you really the average of the 5 people you surround yourself with?

They say:

“You become the average of the 5 people you surround yourself with the most”

Well, if that was the case, I’d be the average of a Peter Rabbit teddy, my 16 month old daughter, a twirlywoos teddy, Paddington bear, and a penguin teddy….

But I do think they have a point.

After all, those who are attached to groups for weight loss lose more weight. 7 times more weight in some case. 

And this is regardless of whether the ‘diet’ they do actually teaches them principles they can do in real life when you have social situations, long days at work, travel, endless emails and just feel like collapsing on the sofa with a glass of vino and packet of crisps…


Well, I think having like-minded people you can relate to going through a similar journey allows you to understand that thoughts like

 ‘I’m too unfit to start”

“‘I have no willpower so I won’t be able to do it’,

“I know what to do but can’t stick to it even with my good intentions’

 “I’m too fat to start”

” I want to still be able to have a life”

are actually very common and – perhaps more importantly – OK to feel. 

But one thing I want to challenge you to do today is to question whether these thoughts help you become who you really want to be


just provides some temporary feeling of pleasure that soon turns into pain when nothing changes?

And I get that it’s not an easy question to answer. And I get that this health and fitness industry is intimidating.

How do I know?

Well, one of the reasons I created our ladies only Fit For Life Body Transformation was because more and more ladies were telling me how anxious they are about going to a gym.

I mean, think about it, an industry that is supposed to be promoting health and helping you lose weight was actually putting you off doing that?

And it’s why I’ve simplified this weight losing and toning up stuff down and – so far – seemed to have created something that is helping ladies lose weight no matter how many ‘diets’ they’ve done in the past.

Here’s a message from Lisa I got this week:

“I was talking to a friend at the weekend who asked how much weight I’ve lost and how long has it taken.  I replied 1 pound short of 2 stone since 8th Jan.  

She replied wow, 2 stone in 4 months, that’s amazing.  It really got me thinking about how much I’ve enjoyed my journey so far.  I probably enjoy food more than ever and it’s no hassle when eating out.”

What has impressed me the most is not just how consistent Lisa has been, but also how she’s developed such a positive relationship with food so it’s “no hassle when eating out”

Which for me, means it is ‘Fit For Life”…

Which just happens to be the name of my new programme launching on Monday 2nd June. Click below to learn more:

14-Day Fit For Life Summer Kickstart

Matt “Peter Rabbit” Fruci

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Can you tone your tummy and still have a life?

Can you lose weight and still have a life? I got chatting to one of the ladies on our Fit For Life Body Transformation Programme about this.

How previously, she would put things off or feel anxious about starting a new ‘diet’ until:

* holidays were over

* Birthday was out of the way

* Christmas was out of the way

* Weekend away with hubby was out of the way


And it begs the question:

“If you feel anxious about holidays, weekends, and social event, do you need a new “diet”?’

After all, is this going to be sustainable?

Will you keep the weight off?

Now, I know these questions are unhelpful so here’s some tips for you:

1) Just start whatever fitness / healthy eating thing you want to try today…even if you have a holiday / social event etc. starting afterwards will probably mean you’ll have more body fat to lose (which will make it harder) ​​​​

2) Identify where you social events are at the start of the week and try to plan around it:


When me and Mrs Fruci have a curry night (once a week usually lol), I’ll make sure I have higher protein and veggie based meals to keep me full up whilst lowering my food intake to allow me to enjoy my curry later. It might look like this:

Brekkie: Greek yoghurt and berries OR an omelette if I have more time

Lunch: ​​​​​​​​​​​​​​Meat / fish based salad OR some rotisserie chicken if on the go 


The curry!

^^^ and I might even have a yoghurt / whey protein shake  / an apple before I order so I’m not absolutely starving ​​​​​​and order more than I need!

My main point?

Just start today.

And if you need a done-for-you plan so you can take the guesswork out of knowing what and when to eat and start today?

You might be interested in my 14-Day Fit For Life Summer Kickstart.

I can’t say you’ll definitely get the same results as the other ladies ​​​​​​​​​have done here, but what I will say is that the ONLY real secret is that it’s personalised for you and your lifestyle so you can do it even when you have the BBQs and social events..

Because life is for living, after all. That’s why I’m in bed by 9pm at the weekend lol

Anyway, if you think this might be  the kickstart you need for the Summer?

Click below to learn more:​​


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Watch me mess up again and again…

​I'd drop 4 times the dose of Rescue Remedy drops on to my tongue in the hope I would suddenly become a confident person.  And don't get me wrong, placebo or not, they seemed to help.

But something I realise over and over again is that I’m actually full of cr*p. I used to have the biggest fear of public speaking. 

I’d go red in the face. My mouth dry. Clammy hands. . I’d even phone in sick for presentations at university and just focus on getting full marks on the coursework. 

All because I thought others would be thinking that I looked silly. Thought I wasn’t smart enough.

But you know the funny thing?

I don’t know much more about this fitness, health and dieting stuff now than I did when I was at university..

Yet, I’m now helping ladies lose weight, get fit again, ditch the dieting, make every day tasks easier, and feel better about themselves again (rather than blaming their 'lack of willpower')

All because I stopped believing the “stories” about how I wasn’t good enough.

And reminded myself of what's more important:

1) ME staying comfortable just because I might look a bit silly to someone who probably isn't interested in what I do anyway...


2) Sharing the knowledge and experience I have to help others develop a better relationship with food, lose weight, and feel more confident about how they look in the mirror.

And since I've got over myself?

I've managed to help more ladies on my Fit For Life Body Transformation Programme than ever before..

And the best part?

This provides me a feeling that is so rewarding that it makes it hard for me to let my nerves EVER stop me from sharing what I have to say.

Especially when I see comments, like this one from Karen:

"My Major wins are that I'm at least two sizes down, I feel confident in swim wear (my biggest dread), I have firm muscles, and am looking forward to wearing more revealing clothes"

Our Fit For Life Body Transformation isn't JUST another diet or personal training thing where you turn up, exercise and then go home (that doesn't often work...for long anyway)

It's accountability, support, fitness workouts you can do anywhere anytime in as little as 5 minutes, ladies only personal training so you can surround yourself with like-minded people and personalised nutrition

And if you want to see me mess up in my videos trying to record the videos for our launch of the 14-Day Fit For Life Kickstart for Summer?

Watch the video below:

If you'd prefer to just learn more about my 14-Day Fit For Life Summer Kickstart, then just click the link below instead:

14-Day Fit For Life Summer Kickstart

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Why I’m changing my name and the truth about dairy 🐮

It’s only recently that I’ve realised how much of a nuisance I am 😂 at least in the eyes of others anyway, when I rock up to their house or eat out at a restaurant and say how I don’t eat gluten so I can’t eat anything. 

I never mean to attract some kind of ‘me me me’ situation, but it kind of comes across that way. But, at the end of the day? It’s an allergy and not worth the:

* frequent trips to the loo (literally straight after I ate)

* blood blisters in my mouth (not nice…)

So, I’m going to change my name to Matt ‘gluten free’ Fruci. Or should I just say ‘Hi, I’m gluten free to save time?

Anyway, todays little tip for you is all about dairy.

Because – I’ll be honest – I think I once talked myself into believing that I could not handle ANY dairy….Like, I read so much about all the antibiotics and stuff and what they do to milk and thought ‘wow, that must be bad for me”

^^^ Even with my sciencey background, it seemed very believable. And we all love a conspiracy, right?

Now, to be fair, I’d get a bit of a bloated stomach after drinking A LOT of milk. But the poison for me was is in the dose (like most things)

Now, for some? Dairy, be it because of the lactose or the protein in dairy, can cause digestive issues like bloating etc. And I get that if you’re vegan? You’re not going to have it and that is absolutely fine (it’s why I have a vegan book to help you avoid ‘potential deficiencies from eliminating food groups and you can check it out here: Vegan Shift Nutrition Book)

But for me? All that happened by trying to eliminate more foods than I needed to was: 

1* I became MORE obsessed with food (how could that even be possible lol my middle name is Gluten Free)

2* I started to think about ALL of the glorious foods I could no longer eat (which made me want them more)

3* I became more irritable and anxious about social events and meals out  as I was in ‘all or nothing’ mode’ (which is kind of a personality trait given my background with an eating disorder so I’ve kind of had to channel this in a more positive way)

Which just made sticking to it even harder. It almost gave me an excuse. Like ‘it’s harder for me because I can’t eat [insert here]’.

But despite all the bad press dairy might get from certain parts of the diet / daily mail community…

​​​​​​including DAIRY your diet could help you lose up to 1kg extra every 6 weeks according to the latest research .


Well, they found that your body basically doesn’t allow you to lose body fat as well ​​​​when calcium levels are lower…

What’s more interesting?

Supplementing with calcium didn’t have the same fat loss effects as getting calcium from dairy?

We also know that dairy keeps you full up for long, too!

​​​​​​​​which begs the question:

Is the Mooooooooooovement to eat less dairy and more dairy free products really a good thing for everyone?

Speak soon,

Gluten Free (formerly known as Matt Fruci)​​

PS. Annette (one of the ladies on our Fit For Life Body Transformation Programme) has gone from 11.3 stone to 9 stone 10 and has shrunk her waistline by 8 INCHES …and what’s interesting is how Annette would once avoid foods she enjoyed (like dairy) because she was told – like I was – that it was bad for her?

PPS Our 14-Day Fit For Life Body Transformation Kickstart is back just in time for Summer (4th June start date)

more details will be released tomorrow ​​​​​​​​​​​​🔥