Firmly50

Firmly50 Strength & weightloss coach for over midlife. In person & hybrid online. No more yo-yo dieting, calorie counting or gaining that fat weight again! In the park.

Trade body fat for lean muscle, change your relationship with exercise and food by building LASTING habits. If you haven't yet committed to enjoying your later years in a strong and fully functioning body, it is not too late to make it now. But it is urgent. Come and train with me. I will teach you how to do it. You can do it in the gym. You can do it at home. Even on an airplane. Visit my website or contact me for a FREE CONSULTATION, or leave your comments or questions on this page.

"There's no 'done', there's only how you live. So many of us chase the goal: lose the weight, finish the program, hit th...
05/06/2026

"There's no 'done', there's only how you live.

So many of us chase the goal: lose the weight, finish the program, hit the number.

At 50+, it's not about crossing a finish line. It's about building a life you actually want to keep living. Strong, consistent, and yours. đź’™

What's one habit you've made part of your lifestyle?

Firmly50 with Shira, your strength and fat loss coach, with a no-nonsense approach to lasting changes and bidding farewell to fat and baggage.

Explore the blog, where I break down the science behind weight training, metabolism, and midlife body changes https://firmly50.com.au/blog/

If you’re ready to train smarter and make changes that actually last, you’re welcome to reach out https://www.firmly50.com.au

Looking for a structured, customised strength and nutrition program with direct support from me? Learn more about my online coaching here:

https://firmly50.com.au/online-coaching/

Follow Firmly50 page

https://www.facebook.com/Firmly50

Your one-hour workout doesn't cancel out 14 hours of sitting.Base cardio on your daily movement outside the gym; it keep...
04/06/2026

Your one-hour workout doesn't cancel out 14 hours of sitting.

Base cardio on your daily movement outside the gym; it keeps your metabolism active, your recovery strong, and your body functioning well between sessions.

Most people ignore it. The ones who don't are the ones who see consistent results.

Read more: https://firmly50.com.au/creative-ways-to-integrate-cardio-into-your-day-without-wasting-time/

Firmly50 with Shira, your strength and fat loss coach, with a no-nonsense approach to lasting changes and bidding farewell to fat and baggage.

Explore the blog, where I break down the science behind weight training, metabolism, and midlife body changes https://firmly50.com.au/blog/

If you’re ready to train smarter and make changes that actually last, you’re welcome to reach out https://www.firmly50.com.au

Looking for a structured, customised strength and nutrition program with direct support from me? Learn more about my online coaching here:

https://firmly50.com.au/online-coaching/

Follow Firmly50 page

https://www.facebook.com/Firmly50

Diets don’t repair your relationship with food; they actively weaken it.Years of restrictive dieting teach you to ignore...
03/06/2026

Diets don’t repair your relationship with food; they actively weaken it.

Years of restrictive dieting teach you to ignore your body’s natural hunger, fullness, and satisfaction cues. Instead, you outsource your decisions to calorie apps, rigid meal plans, and clocks.

The result? You dull your body's internal feedback loops, making you entirely dependent on strict rules to function. But because rules require constant, exhausting self-control, the system eventually collapses.

If you want sustainable results, you have to stop overriding your biology and start working with it.

Read more: https://firmly50.com.au/why-your-diets-are-a-terrible-strategy-for-sustainable-weight-loss/

Firmly50 with Shira, your strength and fat loss coach, with a no-nonsense approach to lasting changes and bidding farewell to fat and baggage.

Explore the blog, where I break down the science behind weight training, metabolism, and midlife body changes https://firmly50.com.au/blog/

If you’re ready to train smarter and make changes that actually last, you’re welcome to reach out https://www.firmly50.com.au

Looking for a structured, customised strength and nutrition program with direct support from me? Learn more about my online coaching here:

https://firmly50.com.au/online-coaching/

Follow Firmly50 page

https://www.facebook.com/Firmly50

Your weight loss stalls or reverses not because you’re doing something wrong, but because your body is doing exactly wha...
02/06/2026

Your weight loss stalls or reverses not because you’re doing something wrong, but because your body is doing exactly what it evolved to do: survive.

When you restrict food, your body goes into energy-saving mode, burning fewer calories, moving less, and cranking up hunger signals. Expecting willpower to override millions of years of human evolution is not a strategy; it’s a design flaw.

Diets don't fail because you lack discipline. They fail because biology always wins the long game.

Read more: https://firmly50.com.au/why-your-diets-are-a-terrible-strategy-for-sustainable-weight-loss/

Firmly50 with Shira, your strength and fat loss coach, with a no-nonsense approach to lasting changes and bidding farewell to fat and baggage.

Explore the blog, where I break down the science behind weight training, metabolism, and midlife body changes https://firmly50.com.au/blog/

If you’re ready to train smarter and make changes that actually last, you’re welcome to reach out https://www.firmly50.com.au

Looking for a structured, customised strength and nutrition program with direct support from me? Learn more about my online coaching here:

https://firmly50.com.au/online-coaching/

Follow Firmly50 page

https://www.facebook.com/Firmly50

Start tiny, win big. đź’Ş You don't need to feel ready; you just need to make the first step so small it's impossible to sa...
01/06/2026

Start tiny, win big. đź’Ş

You don't need to feel ready; you just need to make the first step so small it's impossible to say no.

The secret isn't motivation. It's making it undeniably easy to start.

Firmly50 with Shira, your strength and fat loss coach, with a no-nonsense approach to lasting changes and bidding farewell to fat and baggage.

Explore the blog, where I break down the science behind weight training, metabolism, and midlife body changes https://firmly50.com.au/blog/

If you’re ready to train smarter and make changes that actually last, you’re welcome to reach out https://www.firmly50.com.au

Looking for a structured, customised strength and nutrition program with direct support from me? Learn more about my online coaching here:

https://firmly50.com.au/online-coaching/

Follow Firmly50 page

https://www.facebook.com/Firmly50

Most diet failures don't happen in the stomach; they happen in the mind.When you govern your food intake with rigid exte...
31/05/2026

Most diet failures don't happen in the stomach; they happen in the mind.

When you govern your food intake with rigid external rules instead of internal hunger cues, you set yourself up for the "What-the-Hell Effect" (scientifically known as the counterregulatory eating pattern).

The moment you eat one unapproved food, the all-or-nothing mindset kicks in: "I’ve blown it. I’m a failure. I might as well start again on Monday." A single minor detour becomes a multi-day binge.

The problem isn't the extra food you ate. The problem is the restrictive rule structure that made you view a normal human variance as a total failure.

Read more: https://firmly50.com.au/why-your-diets-are-a-terrible-strategy-for-sustainable-weight-loss/

Firmly50 with Shira, your strength and fat loss coach, with a no-nonsense approach to lasting changes and bidding farewell to fat and baggage.

Explore the blog, where I break down the science behind weight training, metabolism, and midlife body changes https://firmly50.com.au/blog/

If you’re ready to train smarter and make changes that actually last, you’re welcome to reach out https://www.firmly50.com.au

Looking for a structured, customised strength and nutrition program with direct support from me? Learn more about my online coaching here:

https://firmly50.com.au/online-coaching/

Follow Firmly50 page

https://www.facebook.com/Firmly50

Stripping away the shame and explaining the physiological pushback.If diets worked through sheer effort, the people who ...
30/05/2026

Stripping away the shame and explaining the physiological pushback.

If diets worked through sheer effort, the people who tried the hardest would be the leanest. Instead, chronic dieting usually leads to a cycle of restriction, weight regain, and self-blame.

Here is the hard science: Diets don't fail because you lack self-discipline. They fail because they rely on willpower—a short-term psychological tool to fight a long-term biological battle.

When you chronically restrict calories, your brain doesn't see a "fitness goal"; it sees a famine. Your metabolism slows down, your hunger hormones spike, and your brain’s energy supply drops. Essentially, your body depletes the very fuel source required to maintain willpower in the first place.

Stop blaming your character for a predictable biological response.

Read more: https://firmly50.com.au/why-your-diets-are-a-terrible-strategy-for-sustainable-weight-loss/

Firmly50 with Shira, your strength and fat loss coach, with a no-nonsense approach to lasting changes and bidding farewell to fat and baggage.

Explore the blog, where I break down the science behind weight training, metabolism, and midlife body changes https://firmly50.com.au/blog/

If you’re ready to train smarter and make changes that actually last, you’re welcome to reach out https://www.firmly50.com.au

Looking for a structured, customised strength and nutrition program with direct support from me? Learn more about my online coaching here:

https://firmly50.com.au/online-coaching/

Follow Firmly50 page

https://www.facebook.com/Firmly50

Dieting doesn't fail because people lack discipline.It fails because it's designed to require discipline, constantly, in...
29/05/2026

Dieting doesn't fail because people lack discipline.
It fails because it's designed to require discipline, constantly, indefinitely.

Under-eating raises cortisol. Deprivation amplifies cravings. Restriction removes pleasure. Then it blames you for cracking.

The better approach: design your environment so willpower barely has to show up.

Read more: https://firmly50.com.au/weight-loss-without-dieting-or-willpower/

Firmly50 with Shira, your strength and fat loss coach, with a no-nonsense approach to lasting changes and bidding farewell to fat and baggage.

Explore the blog, where I break down the science behind weight training, metabolism, and midlife body changes https://firmly50.com.au/blog/

If you’re ready to train smarter and make changes that actually last, you’re welcome to reach out https://www.firmly50.com.au

Looking for a structured, customised strength and nutrition program with direct support from me? Learn more about my online coaching here:

https://firmly50.com.au/online-coaching/

Follow Firmly50 page

https://www.facebook.com/Firmly50

Your brain doesn't care how big the win is, just that there was one. 🧠Every small victory you celebrate wires your brain...
28/05/2026

Your brain doesn't care how big the win is, just that there was one. 🧠

Every small victory you celebrate wires your brain to crave the next one.

That's not motivation, that's science.

Firmly50 with Shira, your strength and fat loss coach, with a no-nonsense approach to lasting changes and bidding farewell to fat and baggage.

Explore the blog, where I break down the science behind weight training, metabolism, and midlife body changes https://firmly50.com.au/blog/

If you’re ready to train smarter and make changes that actually last, you’re welcome to reach out https://www.firmly50.com.au

Looking for a structured, customised strength and nutrition program with direct support from me? Learn more about my online coaching here:

https://firmly50.com.au/online-coaching/

Follow Firmly50 page

https://www.facebook.com/Firmly50

Rules force you to resist.Awareness helps you adjust.That's the difference between dieting and sustainable weight manage...
27/05/2026

Rules force you to resist.

Awareness helps you adjust.

That's the difference between dieting and sustainable weight management.

Tracking, monitoring, and feedback loops work, not because they punish, but because they keep attention on the right things without draining mental energy.

Read more: https://firmly50.com.au/weight-loss-without-dieting-or-willpower/

Firmly50 with Shira, your strength and fat loss coach, with a no-nonsense approach to lasting changes and bidding farewell to fat and baggage.

Explore the blog, where I break down the science behind weight training, metabolism, and midlife body changes https://firmly50.com.au/blog/

If you’re ready to train smarter and make changes that actually last, you’re welcome to reach out https://www.firmly50.com.au

Looking for a structured, customised strength and nutrition program with direct support from me? Learn more about my online coaching here:

https://firmly50.com.au/online-coaching/

Follow Firmly50 page

https://www.facebook.com/Firmly50

Address

Caulfiled
Melbourne, VIC
3162

Opening Hours

Monday 10am - 8pm
Tuesday 10am - 8pm
Wednesday 10am - 8pm
Thursday 10am - 8pm
Friday 10am - 8pm
Saturday 10am - 3pm

Telephone

+61431954464

Website

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