Experiencing the pressure put on people in the entertainment industry to lose weight caused me to see a wider problem in society. In searching for my own solution I found Ben and the itsfine lifestyle and joined the business with the goal of rescuing people from fad diets.
We tailor your calories over a week, not a day!
This gives you complete flexibility around your lifestyle and meal choices to achieve sustainable results.
We took the inflexible and stressful method of daily calorie counting and turned it into a much more manageable and sustainable weekly target.
Delicious tailored recipes with the ability to swap ingredients, and the freedom to say #itsfine to all the food you love without feeling guilty.
You're empowered! You've broken free from FAD diet culture and have all the tools you need for long term success living the #itsfine lifestyle.
Co Founder and head of nutritional development
I pioneered the nutrition industry, by making the concept of tailored nutrition accessible online over 10 years ago and have since helped hundreds of thousands of people achieve their health and fitness goals.
My passion and interest comes not only from my frustration and desire to rescue millions of people from fad diet culture, but also my own personal journey of losing 140lbs and experiencing first-hand just how destructive the dieting industry can be.
Hundreds of tailored recipes
Hundreds of delicious recipes - With the portions tailored to your body's own unique needs.
Our amazing ingredient swap feature - Make a recipe work for your own personal tastes, budget or dietary/allergy requirements.
Buying ingredients couldn't be easier with the help of our tailored shopping list feature.
Food Freedom with #itsfine
Experience food freedom, build a positive relationship with food saying #itsfine to anything else you have enjoyed.
Track your progress and goals
Track your own goals - Set your targets and enjoy the feeling of achievement as you complete them.
Get organised and stay on top of everything with our diary planner.
Move more, feel better - See the benefits of movement and the impact on your weekly portions and mental health.
Get involved - Become part of our community and let us help and support you on your journey.
Before I found #itsfine I was stuck in a cycle of fad dieting, with my weight constantly going up and down. Since then I have finally found a way to eat what I love, without restriction, and have sustained my results long-term.
Thank you #itsfine!!! I never thought I would be able to enjoy losing weight, but I now know you can.
I had always struggled to find a plan that would cater for my allergies, but #itsfine and their ingredient swap feature have taught me that no recipe is ever off limits.
I love this app! It has all the features I have ever wanted from a weight loss plan and, even better, the results that I never thought I would be able to achieve.
I can't believe the progress I have made since I found #itsfine. The whole team have been there to help me every step of the way and I can't thank them all enough.
It's not just the weight I have lost, but how my whole mindset has changed. I can see now the lies I have been believing from other diets for all this time, and how you don't have to be unhappy to lose weight.
Wow! Just wow! Seeing Ben's weight loss gave me the confidence to give this a try and it was the best thing I have ever done. I have already seen amazing results and am only just getting started. Thank you to Ben and the whole team at #itsfine, you are all amazing,
Seeing Ben's journey inspired me to start, and he has taught me how I can eat all the foods I thought were off limits and still shed the pounds. If you are wondering if you should give it a go, then I would say do it! #itsfine.
I have spent so many years now following diet trends and fads, and I always ended up hating them. As soon as I stopped, I put the weight back on. This time I have found a plan that I actually enjoy, that gives me loads of amazing recipes and also the ability to say #itsfine to any other foods I love. This is the last plan I will ever need!
And to think I got these results without doing any exercise! I just didn't think that would be possible but #itsfine has shown me that you just have to understand calories to be able to get long-term, sustainable results.