The Alex Joseph, SE24 (2026)

14/06/2021

“I am starting to feel like me again.”

That’s what she said to me, randomly, out of the blue a little while after we stopped working together.

This is why I do what I do.

People come to me to help with weight loss.

It tends to be the ones who are clever and they sort of know what to do but can’t quite make it happen.

Deep down it frustrates them they can’t get a grip on something supposedly so “easy” like food and fat loss.

It’s hard because people often ignore the one fundamental thing responsible for absolutely everything they do… their brain.

They think they need to cut out food they love.
Or eat less of everything.
Or punish themselves for hours on end on a treadmill.
Despite knowing it’s horrible and doesn’t work…

They read something about how I can make it simple and they want to trust me but often find it hard to believe.

Then that trigger moment happens.

Something pushes them over the edge and I get that message - “I need help NOW”.

And this is where we end up after a few months of working together.

30/04/2021

What has nothing to do with what you eat, but can make you gain weight?

Time and time again I’ve focused on this issue with clients and they have seen a drop in scale weight, almost IMMEDIATELY.

Stress.

Leaving stress to run riot in your body can cause a whole cascade of unhelpful symptoms that can mask weight loss, slow it down or prevent it altogether!

Stress can have you reaching for the comfort food faster than Usain Bolt’s 100m world record, which means increased intake of highly calorific, super tasty treats.

Stress can slow down your metabolism as the body sees eating and digestion as a ‘non-essential’ function when you’re in fight or flight mode.

Have you ever seen a zebra munching on a burger when it’s on the run from a big, scary lion?!

And, of course when you’re stressed, you don’t sleep well, as your mind is too busy racing from one fretful, worried thought to another.

Less sleep = more tired = body needs more energy = helllooooo chocolate and donuts, I need some quick hit carbs and calories!

As if this isn’t enough to deal with, our little stress hormone friend Cortisol runs riot, attracting more water, making you feel bloated and even causing the scale weight to shoot up!

My favourite stress-busting strategies are: exercise, breath work and long walks.

What are yours?

28/04/2021

“I swear I just can’t lose weight” she said to me.

And yet here we are, 7 weeks into working together.

I pushed her hard (to make sure this was the right thing), before I took her on as a client.

She suffers from PCOS – polycystic ovarian syndrome which has rather annoying metabolic impacts, often making fat loss a lot harder.

As if that’s not enough, she also has an underactive thyroid.

And she’s only 5 ft 3.

Did I mention 3 school age kids as well as her own business?!

Yet she’s lost weight through creating positive, consistent habits that she enjoys.

She’s now down 10 lbs, she’s seeing and feeling it and other people are too.

So now tell me, that YOU can’t lose weight.

We focused on:
The composition of her meals, whilst allowing flexibility.
Factoring in the fun stuff.
Finding a way to exercise consistently that she likes.
Keeping her full so she didn’t feel hungry.
Mostly, a way that works for her and her busy lifestyle.

It wasn’t all plain sailing.

She dropped a lot initially, then there was a plateau, then it’s back to dropping consistently again.

I had to pull her through the moments where she wanted to give up because the plateau freaked her out.

“See I told you it would stop working”, she said.

But it didn’t stop working, she didn’t give up and here we are.

27/04/2021

I’ve walked the equivalent of 8km today.

Cycled for 40 minutes.

Did an hour of weights in the gym.

Walked my son to and from school.

And yes this was one of my normal “working days”.

This is absolutely 1000% one of the biggest things that people who maintain weight loss have in common.

Being active as much as possible is just who they are.

It’s part of their identity.

They grab the bike to take their kid to school, they walk to the shop, they treat their exercise sessions like a client.

Yeah sure you don’t have to exercise for weight loss.

But you sure as hell need to exercise for physical and emotional health.

And honestly, it does help with weight loss even though that shouldn’t ever be the main reason why you do it.

Find exercise you love.
Set yourself a challenge.
Compete with friends.
Get an activity tracker.

But most importantly... find something you enjoy doing!

26/04/2021

“You know what’s different about you Alex? It’s the testimonials I see from all the people who stopped working with you ages ago and have KEPT the results”

That’s what someone said to me a little while ago before they decided to work with me.

If you think you will get to one number on the scales and stay there, then you probably still believe in Father Christmas.

But sticking within a range of say 2-4 kg (depending on how big you are) is normal and realistic and that’s how it should be.

There will always be times in the year when you put on a little bit.

But you need to know what’s normal and how to make sure it doesn’t spiral out of control.

It’s something I work on with clients.

I help clients have a realistic expectation of bodyweight.

But most importantly, we work to empower them so they have the understanding, skills and certainty so bodyweight is never an issue again.

We build habits, knowledge and shift their mindset.

They often feel confused and frustrated, but I show them how to feel in charge of their body using their mind!

That’s the stuff that matters.

What’s on your plate is only a small piece of the puzzle when it comes to losing weight and keeping it off.

This is why I love messages like this one I got recently from a client I worked with last year.

13/04/2021

I’ve made a difficult decision about the type of person I won’t work with.

Ignoring this really important factor goes against my core values and beliefs.

If you don’t WANT to exercise, I can't work with you.

It’s a careful distinction.

I would be delighted to work with people who currently DON’T exercise but want to.

But if you’re someone who has no desire to even try it then, I’m not the coach for you.

Yes you can lose weight without exercising.

But I help people with so much more than weight.

I help them create a lifestyle that helps them lose weight in the short term and makes them feel amazing and keep feeling that way for the long term.

And exercise HAS to be a part of that, unless you're physically not able to.

Our bodies were made to move.

It helps us feel alive, regulate our hormones, digestive system, immunity, physical strength, prevent injuries, cardiovascular fitness, mental wellbeing.

And it also makes weight loss easier.

You don’t have to go to the gym, or spend hours running, there are so many other options.

I’m really good at getting creative and getting to the crux of why you’re not exercising and finding a way to make it happen.

But I won’t ever be ok with someone choosing not to do any exercise and not willing to do anything about it.

05/04/2021

Nutritionist Fun Food

Ever wondered why some people stay in good shape, whilst they have their cake and eat it?

They eat donuts and crisps, with not one kale smoothie passing their smug lips…

I’m one of those people.

No I’m not genetically gifted and I can’t eat fun foods 24/7, without putting on weight.

What I do know is how to “snack smart”!

This is an array of my favourite fun snacks, the ones that most of you would call a ‘treat’ (I hate that word).

But each and every single one of these makes it easy for me to control the amount I eat.

Here’s why.

HARD TO EAT:
You ever tried inhaling a Curly Wurly?! It’s almost impossible. Chewy chocolate, toffees and liquorice are all sweet treats that take time to eat. Slow down the speed and give your brain a chance to realise it’s satisfied.

PORTION CONTROL:
Individually wrapped mini packs of sweets (Love Hearts) or chocolate bars (Godiva ones) prevent you from inhaling a zillion calories. Just adding an extra step gives your rational brain a chance to kick in and question if you want more.

LOW CALORIE, TASTY SNACKS:
You can’t compromise on taste! Finding some snacks you enjoy that are low calorie is a game changer. My favourite ones are B&J Moophoria ice cream, popcorn (for the salt craving), breadsticks (for the crunch craving), Wotsits, and Oppo ice cream sticks.

02/04/2021

How much would you pay for marble dumbbells?

Some of you might be scoffing at how ridiculous this concept is.

Others will think nah not for me.

Whereas some will think they’re beautiful and a sign of class.

For certain people, the higher the price is, the more they will covet them.

But back to my original question, how much are they worth?

That depends on how much you need them or desire them.

If you can’t find any dumbbells anywhere else and this is all that’s left you’d probably pay an above average price.

If you’re someone who desires aesthetics and uniqueness, you too would be willing to pay a higher price.

Nobody needs a 5 million dollar mansion.
But everyone needs a place to live.

You can fly long-haul in economy with very little baggage, appalling food, get there but stiff and exhausted.

Or you can fly business and arrive relaxed, rested, wined and dined and treated like a proper paying customer.

What you’re willing to pay depends on where you are on that scale between need and desirability.

Some people who can afford the VIP experience will pay for it, some won’t.

It’s all about what matters to you.
Is it just the result or the experience?

I want the experience, I want a high level of service and I also practice what I preach when it comes to my clients.

01/04/2021

“All things are not created equal” - the Easter edit.

And some of you are going to hate me for this...
Although I never believe in food guilt, I do believe in awareness and mindful eating.

I eat the food I choose to eat and I know exactly what it’s made up of (most of the time.) But I did a little research today, just cause I was interested and I have to share this with you.

When I first looked up the calorie content of Easter eggs, I was genuinely shocked by the difference in calories.

Just for the XL group of eggs, the calories range from just over 1000 to close to 3000 FOR ONE EGG CONTAINER (with egg and chocolate bar).

So yeah if you eat that whole Chopped Nut egg ON TOP OF your normal calorie allowance, plus some hot cross buns, you may put on approximately 1lb of body fat.

It's not a problem or anything to be concerned about, if you understand the impact.

But be aware of it and work with it.

Understand you may have a small set back if your goal is fat loss.

Understand your scale weight may go up by 2-3 lbs, even more (carbs means water retention.)

Or try and eat it over a longer period of time to try and reduce the impact on your goals.

The only thing I think is a problem is stubborn refusal to accept the truth; hiding from the truth, is only lying to yourself. 🐣🐣🐣🐣🐣🐣

31/03/2021

What do you think you can achieve in just one session with me?

Take a look at what Neil had to say about this…

Neil actually has very good knowledge of nutrition and a certificate to prove it, but he runs a business change consultancy.

He was lacking in motivation, had gained a bit of lockdown weight (haven’t we all?!) and was struggling to get back into ‘good habits’ and had ‘let things slip’.

As with most clients, the answers weren’t immediately obvious.

When you dig a little deeper you tend to find people are trying to make themselves do things they don’t actually want to do – I call this fighting resistance.

Fighting is futile.

Instead, you need to focus on 1 or 2 things where there is minimum friction.

You do them successfully because it’s easy for you to do, you feel good, you then feel inspired and motivated to do more.

Before you know it, you’re seeing results and next step is world domination! ;)

29/03/2021

There is one type of message I get that trumps a client telling me how well their week has gone.

One thing that is EVEN BETTER.

It’s something that I have to wait quite some time for, but it proves that my methods work.

But I don’t mind because I play the long game.

I never have my eye on just your short-term goals.

Yeah sure in a few months I help people lose weight and feel on top of the world.

Their confidence goes through the roof, it has a knock-on effect on their business.

Blah blah blah.

But what good would that be if a year or 2 down the line they were back to square one?

An ex client and friend messaged me back in December, almost 2 years after we worked together.

He sent me this screenshot.

He was the first person to road test my signature 12-week coaching programme.

His goal was to get below 100kg, he lost approx. 13kg in total and you can see where he is, 2 years later.

Exactly the same place.

He remembers what I taught him because we built up his skills, knowledge and tools so he could do things his way.

That’s how you get results that last.

The Alex Joseph

14/06/2021

30/04/2021

28/04/2021

27/04/2021

26/04/2021

13/04/2021

05/04/2021

02/04/2021

01/04/2021

31/03/2021

29/03/2021

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