Why isn't Forty Forward cheap, and what do I actually get?
Because what you're paying for is people. A dedicated coach who builds your plan around your life and adjusts it every week. Chris, who reads your application and talks with you himself. Workouts and recipes we make ourselves. Cheap programs tend to be cheap because nobody's watching. Ours costs more because somebody always is.
Hey ladies, listen up.
This is the question I'd ask too.
So here's exactly where it goes.
Why are so many weight loss programs cheap?
Cheap works when one plan gets sold to thousands of women at once.
Same meal list. Same workouts. Same reminders.
And nobody on the other end.
Here's what that tends to look like:
- One template for everyone. Your age, your schedule, your hormones, your kids' practices. None of it changes the plan.
- Nobody notices when it stalls. Week four, the progress goes quiet. The app sends a cheerful notification.
- Nobody adjusts it. In perimenopause, a plan that never changes tends to stop working sooner.
- You're the whole support system. When life gets loud, it's you and a login.
Chris puts it this way: "You don't cut your own hair. Why design your own nutrition plan?"
A lot of the women we talk to have tried two or three of those. Most of them quietly blamed themselves when it stopped working.
Can we please stop pretending that was a willpower problem?
Nobody was there to change the plan when your body changed.
If you want the longer version of how we're built differently from the trainer, nutritionist or program you already tried, it's here: how Forty Forward is different.
Where does the investment actually go?
Into people, mostly.
Here's where it goes inside our 8-week 35+ Metabolic Reset:
- Your dedicated coach, every week. A PN-certified coach, a woman over 40 who has done the Reset herself. Weekly check-ins, plus direct access between them. That's a real person's time, every single week.
- A plan built by a person. Your coach builds your nutrition plan around your schedule, your family dinners and the foods you already enjoy. No calorie counting, no food scales, no macro tracking. When your week changes, she changes the plan with you.
- Chris, at the front door. He reads every application himself and does your call.
- Workouts we make ourselves. Follow-along videos you do at home, with me on camera doing every workout and Chris coaching form, progressions and modifications in real time.
- My recipe library. Real food, built around groceries you already buy.
Want to know who your coach actually is? Here's who coaches you week to week.
Why that matters.
Most women come to us wanting to lose weight. What they actually want to lose is fat.
Losing fat while you hold on to your muscle takes someone watching how your body responds, week by week, and adjusting the plan when it needs it.
A template can't do that part.
A person can.
We've helped 1,000+ women lose 10 to 20 lbs of fat in 8 weeks.
That number was built one woman, one coach and one plan at a time.
Why does paying more change how you show up?
This one surprises people.
In our experience, when a woman makes a real investment in herself, she tends to show up differently.
She books the check-in. She preps the food on Sunday. She messages her coach when the week goes sideways, instead of going quiet.
Chris has watched this pattern for years, and he says it simply: "The more you invest, the more you pay attention."
That's how we see it. Some women are all in from day one no matter what. For a lot of others, having some skin in the game is what keeps them from drifting in week three.
And here's the part I want you to hear.
A lot of the women we talk to feel guilty spending on themselves. They spend on the kids, the house, their parents, everyone else first.
That guilt makes sense. You've been the one holding everything up for a long time.
You're allowed to be on the list too.
Sarah almost didn't join
Sarah, a high-achieving creative with a busy career, almost didn't join because of the investment. In her story, she shares what she realized it was really about.
Why don't you post your price?
Fair question. Most programs put it right on the page.
We don't, for a few reasons:
- Every plan is built for one woman. Your goals, your schedule, your starting point. We'd rather talk about yours than hand a stranger a number.
- We're application-only. Not everyone is a fit. Chris would rather tell you that honestly than sell you something that won't suit you.
- Chris walks you through it himself. On the call, once you both know it's a fit. Nobody is going to rush you.
- It's often a "we" decision. If you want to talk it over at home first, good. That's welcome here. Big decisions are "we" decisions in our house too.
The investment is never a secret.
It just comes after the conversation that matters more.
Is it worth it for you?
That's a different question, and an honest one.
It depends on you, your season and what you've already tried.
I walk through it, including who it's honestly not a fit for, in is one-on-one coaching worth it.
Ready to see what you'd actually get?
You've asked the right question.
Now ask it of the people who'd be coaching you.
Start with the short video on our homepage at fortyfwd.com. It walks through why your body stopped responding after 40 and the method we use to change that.
If it sounds like you, apply for a call with Chris.
He reads every application himself. On the call, he'll look at your goals and what you've already tried, and tell you straight whether the program is the right fit. If it is, he walks you through the investment then, once you both know it's a fit.
Real people.
Every week.
And a plan built for the woman you are now.
Frequently asked questions
Why is online weight loss coaching so expensive?
Because good coaching is a real person's time. A coach builds your plan, checks in every week and adjusts it as your body responds, and that costs more than an app that gives everyone the same template.
How much does Forty Forward cost?
Every plan is built for one woman, so Chris walks you through the investment on your call, once you both know it's a fit. He reads every application himself.
Why don't you list your price?
We don't sell one plan to everyone. We're application-only, so Chris would rather understand your goals first and walk you through the investment on the call.
What do I actually get with Forty Forward?
In the 8-week 35+ Metabolic Reset, you get a dedicated PN-certified coach who is a woman over 40, weekly check-ins plus direct access between them, and a nutrition plan built around your life with no calorie counting. You also get follow-along strength workouts at home with Elle and Chris, and Elle's recipe library.
What happens after the 8 weeks?
Many women continue into Metabolic Mastery, our ongoing coaching, which moves into build phases for strength and muscle and back into fat loss phases. Chris can walk you through it on the call.