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.

Don't let today's results determine your mindset.What matters most is the direction you're heading.Every healthy meal, e...
18/06/2026

Don't let today's results determine your mindset.

What matters most is the direction you're heading.
Every healthy meal, every workout, every positive choice counts.
Progress is built long before it's visible.

Stay focused on the path, not just the outcome.

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

Forget about aesthetics for a moment. Resistance training past a certain age isn't about vanity, it’s about autonomy.If ...
17/06/2026

Forget about aesthetics for a moment. Resistance training past a certain age isn't about vanity, it’s about autonomy.

If you want to keep your joints oiled, maintain a full range of motion, and future-proof your body for the decades ahead, you have to subject your muscles to safe, steady, progressive loading. The alternative is letting your functional capacity fade away.

It is a simple "use it or lose it" equation. If you haven’t made the commitment to protect your body’s longevity yet, it isn't too late. But it is urgent.

Read more: https://firmly50.com.au/the-older-you-are-the-more-important-it-is-that-you-train/

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

If you are over 40 and aren't regularly pushing or pulling heavy things, you are losing muscle mass at record speed. Eve...
16/06/2026

If you are over 40 and aren't regularly pushing or pulling heavy things, you are losing muscle mass at record speed. Every single year.

Sarcopenia (age-related muscle loss) isn't a theory; it’s a biological certainty if you do nothing to stop it. The older you get, the faster that momentum picks up, leading directly to a frail, movement-restricted future.

The good news? Your muscles don’t lose their ability to adapt and grow just because you're getting older. Whether you are in your 40s, 60s, or 70s, resistance training is the literal antidote to this decline.

Read more: https://firmly50.com.au/the-older-you-are-the-more-important-it-is-that-you-train/

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

Goals are important, but systems are what create results.You don't get fit because you want to.You get fit because of th...
15/06/2026

Goals are important, but systems are what create results.
You don't get fit because you want to.

You get fit because of the habits you repeat daily.
Focus less on motivation and more on routines.
Small actions, done consistently, change everything.

Trust the process and keep showing up.

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

You can eat perfectly and still stall your progress.Here's why: chronic stress elevates cortisol, which signals your bod...
14/06/2026

You can eat perfectly and still stall your progress.

Here's why: chronic stress elevates cortisol, which signals your body to preserve fat, particularly around the abdomen. Poor sleep increases ghrelin (hunger hormone) and drops leptin (satiety hormone) the next day.

Two nights of bad sleep can shift your appetite and food choices as significantly as a week of poor eating.

Sleep and stress aren't lifestyle extras. They're core variables.

Read more: https://firmly50.com.au/why-weight-loss-is-so-much-more-than-just-changing-what-you-eat/

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

Stress eating isn't weakness.It's your nervous system doing exactly what it was trained to do, seek fast dopamine when t...
13/06/2026

Stress eating isn't weakness.

It's your nervous system doing exactly what it was trained to do, seek fast dopamine when threat levels are high.

Breaking the cycle doesn't start with "just don't do it." It starts with identifying the trigger, then replacing the behavior with something that meets the same underlying need.

That's the part most diets skip entirely.

Read more: https://firmly50.com.au/why-weight-loss-is-so-much-more-than-just-changing-what-you-eat/

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 people who lose weight rapidly regain it often with extra within two years.That's not anecdotal. That's a documente...
12/06/2026

Most people who lose weight rapidly regain it often with extra within two years.

That's not anecdotal. That's a documented biological response.

Fast weight loss triggers muscle loss, metabolic adaptation, and hormonal rebound. Your body treats rapid restriction as a threat and compensates accordingly.

Slow, deliberate change isn't the timid option. It's the one that actually works.

Read more: https://firmly50.com.au/why-weight-loss-is-so-much-more-than-just-changing-what-you-eat/

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 people blame themselves when weight loss fails.The science says otherwise.Cortisol keeps your body in fat-storage m...
11/06/2026

Most people blame themselves when weight loss fails.

The science says otherwise.

Cortisol keeps your body in fat-storage mode when you're chronically stressed. Sleep deprivation spikes hunger hormones the next morning. And "all-or-nothing" thinking is a cognitive pattern, not a character flaw.

Weight loss that lasts isn't about discipline. It's about understanding the biology and behavior running in the background.

Read more: https://firmly50.com.au/why-weight-loss-is-so-much-more-than-just-changing-what-you-eat/

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

Here's something cardio will never fix: muscle and bone deterioration. Both begin declining in your 30s. Cardio does not...
10/06/2026

Here's something cardio will never fix: muscle and bone deterioration.

Both begin declining in your 30s. Cardio does nothing to reverse this.

Only resistance training, a progressive, consistent load on the muscles, signals your body to preserve and rebuild. Osteoporosis. Sarcopenia. Loss of functional strength.

These aren't issues for "later." They're processes happening right now, and what you do in the gym determines how fast.

Read more: https://firmly50.com.au/why-not-the-treadmill-what-happened-to-good-old-aerobics/

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

Small decisions repeated daily are the seeds of lasting change. What small habit will you plant today?Firmly50 with Shir...
09/06/2026

Small decisions repeated daily are the seeds of lasting change.

What small habit will you plant today?

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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