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PHF Nutrition Consultancy šŸ“‰ Fat Loss Nutritionist
šŸ‘ŠšŸ» Helping people break the diet cycle
šŸ”¬ 1-1 evidence-based coaching

I think this is one of the biggest problems with the fat loss industry.We’re absolutely obsessed with getting people to ...
08/10/2026

I think this is one of the biggest problems with the fat loss industry.

We’re absolutely obsessed with getting people to lose weight.

8-week transformations, 12-week challenges, and medication.

Brilliant…

But what happens after?

What happens when that finishes?

When you’re no longer being told exactly what to eat?

And when you go on holiday, have kids, or life simply gets a bit chaotic?

For a lot of people, they end up right back where they started.

And I think that’s something we need to be talking about a lot more.

Because here’s something we do very different at PHF.

We don’t just teach people how to lose weight.

We teach them how to manage it.

When someone comes into my consultancy, we don’t hand them a generic plan and expect them to rearrange their entire life.

We get to know them.

Learn their routines, commitments, food preferences, challenges, and we build their nutrition around that.

Then, as they start making progress, we keep educating them.

Why their weight is coming down, what’s actually working, and what needs adjusting.

And when they reach their first target, how do we help them manage that result before deciding what comes next?

Because I don’t want somebody to spend time working with us, lose a load of weight and then have absolutely no idea how to look after themselves afterwards.

What’s the point in that?

I want them to be able to go out for a meal, enjoy a holiday, have a difficult week, and know how to navigate it without thinking they’ve ruined everything.

Because the goal isn’t just to lose the weight.

It’s to build the knowledge and skills to manage it for years to come.

And that’s what we work towards every single day at PHF.

If you’re fed up with constantly starting again and want to learn how we approach things differently at PHF…

Drop me a message and I’ll send you some more info šŸ™‚

07/10/2026

It’s a banging tune to be fair… 🧈

Well, again, it sounds scientific…But it just isn’t a fair reflection of the evidence…First, inflammation…Exercise is in...
06/10/2026

Well, again, it sounds scientific…

But it just isn’t a fair reflection of the evidence…

First, inflammation…

Exercise is indeed a stressor, so they’re right, a single session can temporarily increase certain inflammatory signalling molecules.

But that is part of a normal physiological response to training…

Acute inflammation after exercise is not the same thing as chronically elevated systemic inflammation…

In fact, when researchers look at regular exercise over time, the direction is generally the opposite…

Long term exercise training tends to reduce markers of systemic inflammation…

Now let’s look at the claim that moderate cardio makes fat stick around your organs…

Again, the evidence points the other way…

Visceral fat is the fat stored around the internal organs.

Randomised controlled trials consistently show that aerobic exercise can reduce visceral fat, including moderate intensity aerobic exercise.

So no, moderate cardio is not uniquely making you inflamed or forcing fat to stay around your stomach.

And this is the issue we have in the industry with some coaches…

People stepping outside of lanes and just completely making things up when they actually have zero idea about what they are talking about…

And it screws over the very people they’re supposedly trying to help lose weight and get healthier…

Save this for the next time someone tells you cardio causes inflammation or share it with someone who has been told moderate cardio is bad for fat loss…

Drop me a DM if you have any questions…

04/10/2026

October intake now open…

Want some more info?

Just drop me a message and I’ll be in touch šŸ™‚

It always amazes me how often I overhear people talking about fat loss and nutrition.There’s actually a name for it: the...
03/10/2026

It always amazes me how often I overhear people talking about fat loss and nutrition.

There’s actually a name for it: the frequency illusion.

Like when you’re thinking about buying a certain car and suddenly you see the thing everywhere.

Nutrition is that for me.

So I’m sitting in a coffee shop the last week…

When I hear ā€œfat lossā€

Now I’m in 😬

Two ladies, one clearly a PT, the other her client

And I’ll admit my bias here…

When I hear some PTs giving nutrition advice, I brace myself.

Not because PTs can’t understand nutrition.

Plenty do.

But because nutrition is a specialist area, and too often I see it treated as something you just bolt onto everything else.

Anyway…

She tells her to download MyFitnessPal and eat around 2000 calories.

Then comes protein.

2.2g per kg of body weight.

Now, neither of those numbers are inherently ā€œwrongā€

That’s actually the point.

Where had they come from?

Had her energy requirements been properly assessed?

Did she need 2.2/kg protein?

Could she realistically adhere to it?

Was it appropriate for her goals, lifestyle and current diet?

Because good nutrition coaching isn’t about knowing some numbers and firing them at everybody.

It’s about knowing which numbers this person needs.

I work with women who find increasing their protein tough at first.

So imagine me chucking 2.2g/kg at them on day one simply because I’ve read somewhere that higher protein is good.

That’s not coaching.

You meet people where they are.

And this is one of my biggest frustrations with the industry.

I hate this jack-of-all-trades, master-of-none approach where nutrition becomes a few macros and a poxy recipe book bolted onto an app.

We stay in our lane at PHF.

We specialise in nutrition.

That’s it.

We obsess over it, we study it, and we individualise it.

And if you have a PT or S&C coach, brilliant.

We support their work with your nutrition rather than trying to take over it.

Our small October intake is now open.

If you’re interested…

Drop me a message and I’ll personally send you some more information šŸ™‚

Apparently, if you’re a woman who trains before breakfast, your body thinks it’s in danger, starts breaking down muscle ...
02/10/2026

Apparently, if you’re a woman who trains before breakfast, your body thinks it’s in danger, starts breaking down muscle and desperately holds onto fat to protect you.

Sounds very scientific, doesn’t it?

But what does the actual evidence tell us?

First, what happens when you train fasted?

Your body uses a combination of fuels during exercise.

A 2016 meta-analysis found that fasted aerobic exercise increased fat oxidation during the session compared with exercising after eating.

But here’s where people get confused…

Burning more fat during exercise doesn’t automatically mean losing more body fat over time.

They’re two different things.

What about muscle loss?

Yes, fasting can influence muscle protein metabolism.

But an acute increase in muscle protein breakdown is not the same thing as losing muscle mass.

A 2025 meta-analysis found no significant differences in muscle growth, fat-free mass or strength between fasted and fed resistance training.

Importantly, the research is still limited and isn’t exclusively female-specific.

So, do women store fat as a protective response?

This is where things get particularly interesting.

There’s no established evidence that skipping breakfast before training automatically tells a woman’s body to protect its fat stores and burn muscle instead.

Your body doesn’t suddenly enter some magical fat-storage mode because you’ve missed your morning Weetabix.

Body fat changes depends on your energy balance over time, not whether you ate breakfast before one workout.

So should women eat before training?

It depends.

For shorter, easier sessions, training before breakfast may be perfectly manageable.

For longer, more demanding sessions, eating beforehand can help support performance.

And consistently under-fuelling while training hard can negatively affect menstrual health, recovery and performance.

But let’s be absolutely clear…

Skipping breakfast and chronically under-fuelling are not the same thing.

Good nutrition advice doesn’t need frightening hormone stories to justify it.

Eat before training if it helps you perform.

Not because somebody on social media has convinced you that missing breakfast will somehow make your body store fat and start eating its own muscle.

That’s not nutrition advice.

That’s someone trying to sound clever when they haven’t got a Scooby-Doo about what they are claiming.

And not only is it wrong to put poor information out there…

It’s dangerous too.

If you want real help with your fat loss, then our small October intake is now open.

Drop me a DM if you want to get your nutrition and body composition under control this side of Christmas…

And I’ll send you some more information… šŸ™‚

01/10/2026

No PHFs were injured in the making of this video 🪜😬

Does fasting make women store fat and lose muscle?A viral claim suggests women’s biology responds to fasting by raising ...
30/09/2026

Does fasting make women store fat and lose muscle?

A viral claim suggests women’s biology responds to fasting by raising cortisol, storing fat and breaking down muscle.

But here’s what female-specific research actually tells us.

Let’s look at the claims…

ā€œWomen’s biology doesn’t allow intermittent fasting in the same way as men’sā€

ā€œFasting elevates cortisol, causing women to retain fatā€

ā€œTheir bodies break down muscle insteadā€

Let’s separate established physiology from unsupported claims.

Can women lose weight while fasting?

Yes, we have RCTs demonstrating this.

A 2025 meta-analysis of trials involving predominantly women with overweight or obesity found an average reduction of approximately 1.9kg in body weight with time-restricted eating.

However, there was no significant advantage over calorie restriction alone.

Does fasting make women hold onto fat?

The evidence doesn’t establish this supposed protective fat storage response.

In female-focused trials, time-restricted eating reduced body weight on average.

Its effects on fat mass were less certain, with no statistically significant overall difference in the 2025 meta-analysis.

That means we shouldn’t promise additional fat loss from fasting, but there’s no justification for claiming women automatically retain fat because they fast.

Body fat changes depend on overall energy balance, not a simple hormone switch.

But what about cortisol?

Cortisol is a normal hormone involved in regulating energy availability and responding to physiological demands.

Fasting can alter cortisol under certain conditions, particularly with longer fasting periods or substantial energy restriction.

But an increase in cortisol doesn’t automatically mean fat gain.

A hormonal response is not proof of the outcome being claimed and we cannot assume that every intermittent-fasting protocol produces the same amount of cortisol response in every woman.

Do women break down muscle instead?

Let’s look at an actual female-only randomised trial…

8 weeks/resistance trained women/time restricted eating versus a conventional eating schedule.

Both groups achieved comparable muscle growth and performance improvements.

The fasting group did not experience the automatic muscle loss claimed in the post.

But fasting isn’t a guarantee against muscle loss either.

Fasting changes the timing of nutrient intake…

Whether muscle is maintained during weight loss also depends on total energy intake, protein, training, recovery and training demands.

The trial lasted just 8 weeks, so it cannot establish that every protocol is appropriate for every woman.

The eating window is only one part of the picture.

Where female physiology really does matter is if chronically inadequate energy availability can disrupt menstrual function, compromise bone health and affect performance.

That is a concern, especially for highly active women.

But intermittent fasting and low energy availability aren’t the same thing.

What matters is whether the eating pattern meets the woman’s individual needs.

So, does this mean fasting is safe for every woman?

No, and this is where evidence needs to be interpreted carefully.

We still need better long-term research examining menstrual function, reproductive hormones, different fasting protocols and highly active women.

The absence of evidence for a scary claim isn’t proof that fasting has no risks.

Women deserve better than scary hormone stories.

Intermittent fasting isn’y magic, it isn’t necessary and it won’t suit every woman.

But the claim that fasting automatically makes women store fat and break down muscle through elevated cortisol is not supported by the available evidence.

And people saying it need to either back their claims with science or wind it in.

Because misinformation in this industry can be harmful and some coaches need to do better.

If you like what you’ve read here and you want some real help with your fat loss that comes from people that actually know what they’re talking about…

Then feel free to drop me a DM and I’ll send you over some more info on exactly what we do here and how we deliver it šŸ™‚

29/09/2026

Just imagine… 🫠

**My small October intake opens soon**

Drop me a DM for some more info.

28/09/2026

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