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.

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

You don't need to give up cardio. You need to stop expecting it to do a job it was never designed to do. Your cardiovasc...
08/06/2026

You don't need to give up cardio.

You need to stop expecting it to do a job it was never designed to do. Your cardiovascular system needs daily movement, but that can be a brisk walk, taking the stairs, or scrubbing the floor. It doesn't require a dedicated treadmill session.

What actually demands dedicated gym time?

Resistance training. That's the work that builds lean muscle, keeps bones strong, and keeps your metabolism burning even when you're not moving.

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

Next time you're at the gym, look at the treadmill section. Then look at the weight room. Notice anything? People who pr...
07/06/2026

Next time you're at the gym, look at the treadmill section. Then look at the weight room.

Notice anything?

People who prioritise cardio and avoid weights are, on average, carrying more body fat than those who lift. This isn't anecdotal; it's the predictable outcome of misunderstanding what cardio actually does.

Cardio trains endurance. Resistance training changes your body composition.

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

Still spending an hour on the treadmill hoping to lose body fat? Here's the hard truth: 60 minutes of moderate cardio bu...
06/06/2026

Still spending an hour on the treadmill hoping to lose body fat?

Here's the hard truth: 60 minutes of moderate cardio burns roughly 300 calories, the equivalent of one healthy sandwich. You undo that in minutes.

Cardio is not how you burn fat. It's how you train your heart. Those are two different goals, and they need two different tools.

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

"There's no 'done', there's only how you live. So many of us chase the goal: lose the weight, finish the program, hit th...
05/06/2026

"There's no 'done', there's only how you live.

So many of us chase the goal: lose the weight, finish the program, hit the number.

At 50+, it's not about crossing a finish line. It's about building a life you actually want to keep living. Strong, consistent, and yours. 💙

What's one habit you've made part of your lifestyle?

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

Your one-hour workout doesn't cancel out 14 hours of sitting.Base cardio on your daily movement outside the gym; it keep...
04/06/2026

Your one-hour workout doesn't cancel out 14 hours of sitting.

Base cardio on your daily movement outside the gym; it keeps your metabolism active, your recovery strong, and your body functioning well between sessions.

Most people ignore it. The ones who don't are the ones who see consistent results.

Read more: https://firmly50.com.au/creative-ways-to-integrate-cardio-into-your-day-without-wasting-time/

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

Diets don’t repair your relationship with food; they actively weaken it.Years of restrictive dieting teach you to ignore...
03/06/2026

Diets don’t repair your relationship with food; they actively weaken it.

Years of restrictive dieting teach you to ignore your body’s natural hunger, fullness, and satisfaction cues. Instead, you outsource your decisions to calorie apps, rigid meal plans, and clocks.

The result? You dull your body's internal feedback loops, making you entirely dependent on strict rules to function. But because rules require constant, exhausting self-control, the system eventually collapses.

If you want sustainable results, you have to stop overriding your biology and start working with it.

Read more: https://firmly50.com.au/why-your-diets-are-a-terrible-strategy-for-sustainable-weight-loss/

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

Your weight loss stalls or reverses not because you’re doing something wrong, but because your body is doing exactly wha...
02/06/2026

Your weight loss stalls or reverses not because you’re doing something wrong, but because your body is doing exactly what it evolved to do: survive.

When you restrict food, your body goes into energy-saving mode, burning fewer calories, moving less, and cranking up hunger signals. Expecting willpower to override millions of years of human evolution is not a strategy; it’s a design flaw.

Diets don't fail because you lack discipline. They fail because biology always wins the long game.

Read more: https://firmly50.com.au/why-your-diets-are-a-terrible-strategy-for-sustainable-weight-loss/

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

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