You're tired of all the gimmicks and marketing tricks. There seems to be a new pill, powder, and potion born every minute in the fitness industry. Yet all the "life changing" things they claim never seem to come through.
Hit a weight loss plateau. You've lost a little bit of weight and gotten some mild results, but just can't seem to break free. The free information out there can only take you so far.
Frustrated by all the conflicting information. Do I eat carbs or don't eat carbs? Eat gluten or avoid it? Is dairy safe or not?? You want something that will work and quickly, and is backed by the latest science and evidence.
Waiting to live your life. Are you waiting to live your life and be adventurous until you reach your physical goals? Are you putting off that career change, talking to that girl, or that wardrobe upgrade until you lose the weight?