Fat Loss That Sticks: Smarter, Simpler, and Actually Sustainable

Introduction

Let’s face it—most people approach fat loss like it’s a punishment. Starvation diets, endless cardio, cutting out all the foods you love… no wonder it never lasts. But as coach David Birtwistle explained in our latest webinar, there’s a better way. One that works with your life, not against it.

This isn’t about six-pack abs in six weeks. It’s about dropping fat without feeling like you’re constantly battling your own body. So grab a brew, and let’s break down David’s fat loss playbook—complete with ice cream, better sleep, and zero guilt.

1. The Magic Number: Finding Your Deficit Sweet Spot

David kicked things off with one golden rule: Don’t go too hard, too fast.

Most people think a bigger calorie deficit means faster results. Technically true, but at what cost? Mood swings, poor training performance, rubbish sleep—and eventually, burnout.

Instead, he suggests aiming for a moderate deficit of 10–15% of your maintenance calories. For example, if your maintenance is 2,500 kcal/day, your target might be around 2,200–2,250 kcal. This creates enough of a gap for progress without tanking your energy or motivation.

And if you’re training hard—especially hybrid athletes combining running and lifting—you need that fuel.

2. Fat Loss Can Include Ice Cream (Seriously)

Now here’s where it gets spicy: you don’t have to cut out everything “bad.”

David shared that while on a cut himself, he still had the occasional ice cream or square (or three) of dark chocolate. Why? Because if your diet makes you miserable, you won’t stick to it.

As long as your foundation is strong—think high protein, loads of movement, nutrient-dense meals—a few treats won’t ruin your progress. In fact, they’ll probably help it, because you’re less likely to binge later on.

“You need an approach you don’t f***ing hate,” as David bluntly (and rightly) put it.

3. Watch for RED-S: When You’re Pushing Too Hard

One thing that doesn’t get talked about enough in the fitness world is Relative Energy Deficiency in Sport (RED-S).

It’s what happens when your body doesn’t get enough energy to cover both your basic needs and your training. The result? Poor recovery, grumpiness, sleep disruption, low libido, and in women, irregular or missing periods.

You might still be losing weight on the scales, but under the hood, things are falling apart.

To avoid RED-S:

• Eat enough—especially protein and carbs
• Sleep well—David recommends 18–20°C for deep, restorative sleep
• Track energy and mood—if you’re flatlining in workouts or constantly knackered, it’s time to adjust

4. Weight Loss ≠ Misery

Here’s the kicker: fat loss done properly doesn’t feel awful. It doesn’t mean skipping meals or turning down dinner with mates. It means:

• Staying consistent over being perfect
• Measuring trends, not daily fluctuations
• Prioritising recovery just as much as workouts

David was losing around 600–700g per week, steadily and sustainably, while still enjoying his trip to Greece. No crash diets. No drama. Just results that actually last.

Final Thoughts

Fat loss isn’t about suffering—it’s about strategy. A well-structured, flexible approach that includes good food, enough movement, and realistic expectations will always beat a crash diet.

So if you’re chasing fat loss this year, do yourself a favour: take the moderate route. Focus on quality habits, stay patient, and let consistency do the work.

And if you need help pulling it all together? Personalised coaching could be just the thing to simplify the process and give you structure. You don’t have to go it alone.