Hello and welcome to this episode of the ESG Fitness Podcast.

I apologise in advance if the audio isn't up to many people's standards.

I didn't bring microphone to Mexico, much like last time I didn't bring microphone to Mexico,

but here we are.

The quality of content will still be high.

It just might sound a little bit different.

I actually sometimes think, anyway, do you know what? Nobody cares. Right. This episode is on

not giving up and please don't switch off because this topic is so, so important and so underrated and something that as a coach and as a client

should be thought of as a priority. Not giving up is essentially the key to getting results.

And I know that that sounds really obvious and a little bit

shit and like a throwaway comment or tweet. But hopefully by the end of this episode, I can

convince you and you will be inspired to see not giving up as probably the answer to why you've not previously

got results and how you're going to get and maintain results, not just in fat loss, not just

in business, but in every area of your life. Like this is a secret weapon when you get your

head around it. So the art of successful fat loss coaching is often actually

the art of keeping people engaged for long enough to get results and supporting them and

reassuring them so that they don't give up. That's actually way, way, way more important than

100 calories here and there or if your protein target is

1.8 grams per kilogram body weight or 2.2 grams per kilogram body weight or when you eat your carbs

or anything like that. This essentially means that all things being equal, the best coach for you

is the one that you feel like you resonate with the most that you will listen to and that you feel inspired by, i.e. the one who can help you to not give up. And often the key ingredient really isn't a certain training plan or a certain calorie target or a fasting window or a macro split or

someone's new, I don't know, cutting carbs, whatever it is, it's actually support and it's

...