Our client was an online fitness trainer who opted to take on a different approach to a healthy lifestyle than other trainers you can find within the market. Matt makes sure to call out those ‘fad’ diets, letting people know that they are not beneficial to the body, and definitely not sustainable.

As a fitness coach, Matt’s goal is to improve his client’s relationship with their food, forcing them to take accountability for their bodies and improve their quality of life. It was a key requirement to capture genuine struggles surrounding weight loss, with a few low (but necessary) blows to the fad diet empire, all while conveying the dark, sarcastic and dry humour that Matt’s clients know him to possess.