The Reason Your Diet Fails and How to Fix the Problem FOREVER


I spent the majority of 2015 in competition prep. I had a show in October and spent 16 weeks dieting eating controlled portions of food and limiting all of my BAD foods.

I won the show in Edmonton using this style of dieting.

I got off stage and the first thing I did was text my girlfriend. “I need real food. Now.” We headed to the nearest burger joint and I got the largest burger they had on the menu with all the fixings and a large fry.

After dinner, we hunted down a dessert cafe and I indulged. Again, and again, and again. I deserved it, right? I had just spent so long dieting.

I woke up at 4am in the morning and found my hunger out of control. I drove around and nothing was open except Shoppers Drug Mart. I walked in, grabbed a bag of rice cakes, a tub of Chocolate Peanut butter, a container of honey, and went back in my car.

I spent the next hour by myself in my car eating the entire jar of peanut butter, honey, and all of the rice cakes.

This binge eating behavior continued for the next 3 months of my life. I couldn’t stop myself from eating. I spent so long restricting the types of foods that I was eating, and now that the diet was over, the shackles were off… the beast was out of the cage.

And I didn’t know how to put him back in.

Why Most Diets Fail.

People come into diets with the mindset of “I want to lose 20lbs” without thinking about what they’re going to do after they lose the weight.

Weight management in America is a serious problem. Our massive portions available at restaurants, oversized dinner plates, and supersized appetites have lead to some scary statistics. Nearly 1/3 of Americans are obese, and 50-70% of Americans are trying to lose weight. If we continue at this rate then by 2030 83.6% of Americans will be overweight and 51.3% will be obese.

Clearly we have a problem that needs to be solved, and not just temporarily either. We need to solve weight management with sustainability.

Enter IIFYM!

If It Fits Your Macros is the most sustainable way of losing weight because we operate off counting your calories, tracking your macronutrients, and filling those macros with the types of foods you want to eat.

Yep, you can have anything, as long as it fits your macros.

This is the most sustainable way to diet because we’re not cutting out any food! There’s no “good food, bad food,” “eat this instead of that,”… we are all inclusive.

The reason that most other forms of dieting aren’t sustainable is because they’re restrictive. So we restrict certain types of foods, or certain macros, and we see the number drop on the scale. Hallelulah! So when we hit our weight loss goal, let’s say 20lbs, we go out and celebrate at the Cheesecake Café with a large Turtle Cheesecake.

Or in my case, after I won my show, I celebrated with nightly trips to the refrigerator face deep in a bucket of ice cream.

An article published in the International Journal of Obesity talks about the negative side effects of having a diet that isn’t sustainable. Weight cycling (or yo-yo dieting, losing weight and gaining it back) can cause eating disorders, obesity, cancer, other psychological disorders, cancer, bone fracture risk and type 2 diabetes.

I experienced this first hand.

We at know that you’re in this to lose weight but we’re telling you that there’s other more important factors to consider when we’re talking about creating a weight loss plan that is sustainable in the long term. (1)

Tracking macros and counting calories will allow you to fit some of your favorite foods into your diet on a daily basis which helps with the mental and emotional aspect of dieting. When you embark on a weight loss journey it’s not just about losing 20lbs, it’s about how you feel while you’re doing it.

Think about it: when you cut yourself off from, Sugar, Candy, Diet Soda, all of the things that you want to eat and you restrict yourself to Salad, Low Carb, Low Fat, Low Sugar, boring foods… what’s going to happen?

You’re going to want them more.

What you resist persists.

I’m sure we can all relate to finding ourselves in the fridge at 11pm at night having “just one scoop” of ice cream because our stomachs are grumbling and another spinach leaf just won’t do.

Between 35-40% of all dieters will gain their weight back 1 year following their weight loss. (2) You do not want to be one of those people. By learning IIFYM now, you can begin to integrate the foods you want to eat into your life on a daily basis.

Learn the systems properly so you can create a lifestyle that is sustainable in the long term.

No more crash-dieting.

No more yo-yo dieting.

It’s time to lose the weight and keep it off.


When we create programs for our weight loss clients we take into consideration the usual stresses associated with dieting. We show you how to count your calories, how to track your macros, and how to eat the foods you enjoy eating on a daily basis.

IIIFYM is the optimal nutrition strategy because it is all encompassing. You can do Paleo, you can do Keto, you can do any sort of dieting that you want because flexible dieting is about counting how many calories you’re supposed
to eat (based on a variety of factors such as your height, weight, body composition, activity level) and then dividing those counted calories into your three major macro nutrients, Protein, Carbohydrates and Fats

When we work with our clients our goal is to help them create a strategy that is sustainable in the long term. Dr. Layne Norton says in an interview for TNT Podcast that “If you can’t see yourself dieting this way in the next 6 months, then
stop now, because you’re going to gain it all back at the end of the diet.” (3)

We work with our clients to help them create a strategy that can be integrated for themselves and the people that they love on a regular basis.

Weight Loss = Energy Balance 

Weight loss is a simple science and it comes down to energy balance. Calories in Vs. Calories out. 170 – 250 Calories a day for 10% weight loss and 325 – 480 Calories per day for a 20% weight loss. (3)

Our coaches help you calculate your Calories in vs. Calories out. When you burn more calories then you consume, you will lose weight. Your energy burned (calories out) is based on a variety of factors such as your Total Daily Energy Expenditure, your Basal Metabolic Rate, your height, weight, age… etc. We take all of these factors into consideration when creating plans for our clients.

Want to eat a Kit – Kat bar every day? Then let’s make it happen. Say goodbye to Salad with a side of 4oz Chicken Breast 6x a day, and say hello to your favorite foods in your mouth on a regular basis.

After my binge eating behavior lead me to put on 30lbs after my show I knew there had to be another way. I’ve been a Flexible Dieter for over a year now, hired multiple coaches to teach me how to live this lifestyle, and I’ve never been happier.

I’m currently 8 days away from WBFF Worlds, the biggest fitness model show in the world for my federation, and I’m leaner, more happy, and more satisfied with my physique using Flexible Dieting than I ever was with traditional dieting.

And I eat a chocolate bar literally every single day.

WANT TO LEARN MORE ABOUT IIFYM? Need a coach? Shoot us a message!

— Weight Cycling During Growth and Beyond as a Risk Factor for Later Cardiovascular Diseases: the “Repeated Overshoot Theory” J-P Montani, A.K Vicelli, A Prevot and AG Dulloo. International Journal of Obesity 2006,

— Mechanisms of Weight Regain following Weight Loss. erik Scott Blowman, Dara Ann Dirhan, Michael Anthiny Valentino, Gilbert Won Kim, and Scott Arther Waldman. Division of Clinical Pharmacology, Department of Pharmacology and Experimental Therapuetics,  Thomas Jefferson University, Philadalphia PA 19107, USA,

— Episode 16 (Part 1) Being a Successful Fitness Entreprenuer w/ Dr. Layne Norton

— Energy Balance and Obesity. James O. Hill Ph. D, Holly R. Wyatt, M.D. and John C. Peters, Ph. D,

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