Maybe It’s Time To Make A Change?

I discovered that all I had to do was follow the advice of these scientists...

And I finally lost all the weight AND kept it off for good!

The solution to your weight loss success presented on this page is based on the work of the leading scientists in the field of food addiction and behaviour change who have spent decades researching, learning, and understanding the science of food addiction and long term weight loss.

It FINALLY explains why some people can lose weight and keep it off, whilst others either cannot lose weight at all, or can lose a little bit but then put it all back on again.

It answers the question of why calorie counting alone sets you up for guaranteed long term failure, the truth behind popular slimming clubs, what causes Yo-Yo dieting and how to stop it, why exercise isn’t the answer, and why diets work for some people and not others.

is this you?

If you are like most people in the western world today, you either find it difficult to lose weight, or you go through repeated cycles of weight loss followed by weight gain.

You want to lose weight, but it doesn’t matter which diet plan you try or what advice you take, you still crave your favourite foods and drinks. You want to maintain a healthy lifestyle, but no matter how hard you try, you just seem to end up going back to your old ways again and again.

You may also be unhappy with yourself or with your life in general.

Maybe your mind is full of negative thoughts that beat you up all day and leave you feeling tired, deflated, fed up and depressed, or maybe your emotions are a rollercoaster of horrible feelings that can sweep over you in an instant and leave you in an awful mood for days or weeks thereafter.

No matter how hard you try, you simply can’t get started with your diet.

You have goals and dreams, but everything seems to get in the way and you start to think, why bother, I’m not good enough, good things never happen to people like me,  I’m destined to be like this for the rest of my life.

Are you like me and think – I’ve done what they told me to do:

  • “don’t skip breakfast”
  • “get your 5 a day “
  • “count every calorie”
  • “fast at the weekends”
  • “read food labels”
  • “use a smaller plate”
  • “take more exercise”
  • “drink more water”
  • “eat fat”
  • “don’t eat fat..”
  • “don’t eat carbs”
  • “do eat carbs”

Maybe the truth is the advice we have been given by the dietitians and celebrity weight loss experts on its own does not work.

At least, it didn’t for me and it seems it’s the same for most people.

Obese and overweight adults in the UK are now topping 63% of the population, and almost 40% of kids in the final year of primary school are OBESE, not just overweight!

Obesity epidemic

The evidence is seen in the number of overweight people that increases every year at an alarming rate, ESPECIALLY when the cost to health is now known to be worryingly high.

Being overweight can lead to numerous serious and potentially life-threatening conditions, such as:

  • Type 2 diabetes
  • Coronary heart disease
  • Breast cancer
  • Liver disease
  • Womb cancer
  • Bowel cancer
  • Stroke

It can also affect your quality of life and cause physical and psychological problems, such as:

  • Depression
  • Low self-esteem
  • Breathlessness
  • Joint and back pain
  • Confidence issues
  • Anxiety
  • Sexual dysfunction


Before I lost that weight, I had done everything I was told to do. I ate fruit and veg, a lot of it. I exercised like a madman and used to do regular 10km runs every few days. I ate a low fat diet. I didn’t eat processed foods. I got a lot of sleep. Yet, I was still overweight.

Sure I could lose weight for a little while, but then I would put it back on again.

The truth was, although I could do most of that most of the time, I still cheated and lied to myself about the rest of my lifestyle.


For me, I could stop eating fatty foods, yes.  I could stop drinking too much alcohol, yes. I could make sure I got regular exercise,  yes.

Yet, I couldn’t stop my secret indulgence in eating chocolate and sweets, and at the same time fool myself about my diet and lifestyle.

I could lose a bit of weight, but then I would put it all back on again. And I didn’t know why.

The truth was, every time I was feeling a bit weak, a bit down, a bit depressed, I would reach for the chocolate and sweeties.

And what was even worse is I could end up doing the same thing when things in my life were great.

If I had achieved an important goal I would celebrate with chocolate or sweeties or a pudding. If I had run a few extra kilometres I would… you guessed it… celebrate with chocolate or candies, or by downing a few more pints at the pub with some friends. 

At some points it wouldn’t take much for me to decide that I had a good enough reason (happy or sad) to reach for the exact stuff that was causing me to stay fat and overweight.

At that moment it was like a different person was in charge of my mind and body and the person who would usually keep me in check and on track with a healthy lifestyle would suddenly disappear and this other person would take over and be completely fine with me eating something really bad for me and my waistline.

Problem #1

The popular quick fix diets only encourage a yo-yo cycle of short term weight loss followed by weight gain that leads to you feeling like a failure and depression.

Problem #2

When you are unhappy or have low confidence you are more likely to want to eat high fat and high sugar foods and drinks to get a quick mood fix.

Problem #3

Slimming clubs are not effective at helping you maintain weight loss and over a 5 year period they have a less than 5% success rate.

A Leading Slimming Company Report Shows Only 5% Of Members Kept The Weight Off After 5 Years. Almost Everyone Put The Weight Back On That They Had Lost!

Fact #1

All diets work!

The simple fact that you have to accept, even though it is the opposite of what you believe and what most people will tell you, is almost everything you have tried to date and almost every solution to your problems available to you work perfectly well.

  • The Atkins diet
  • The Ketogenic diet
  • The Mediterranean diet
  • The Mediteranian Diet
  • The low carbohydrate diet

They all help people lose weight and stay slim. They all work. They all give great advice. They all offer great solutions. You know they work because you know or have heard of people that have used those solutions listed above and have achieved success. However, you also know many, many people who haven’t been successful, including yourself.

Fact #2

Exercise won't help!

Let’s imagine a 14 stone woman jogged for 1 hour, four days per week for 1 month and kept her calorie intake the same. How much weight do you think she would lose?

The answer is just five pounds of weight!

And the problem is research shows that this same person would probably also increase their food intake or relax more to recover from the added exercise, and therefore even less weight would be lost.

So if you are overweight or obese and trying to lose weight, it would take an incredible amount of time, willpower, and effort to make a real impact through exercise alone.

Plus, exercise can undermine weight loss in other  ways too. How much you eat and drink is directly connected to how much you move. When you exercise more you often eat more, and eat less when you’re not exercising.

One 2009 study shows that people increased their food intake after exercise,  either because they thought they burned off more calories that they realised or because they felt hungrier. Other studies find that people generally overestimated how much energy their exercise burned and ate more when they exercised.

To lose 1 pound you need to burn 3,500 calories.
A 1 mile walk burns roughly 100 calories.
A 35 mile walk burns 3,500 calories or 1 pound.
35 miles x 14 pounds (1 stone) = 490 miles.
490 miles would take about 127 hours or 5 and half days straight with no sleep or rests.

Fact #3

Calories counting sucks!

The typical person consumes about 2,700 calories per day.

Over a year they will consume over 1,000,000 (1 million) calories, which is 10 million per decade.

That’s ten tons of food – the same weight as some lorries/trucks or buses.
Do you think you could manage to count all those calories to within a 0.74% rate of accuracy, or the equivalent of just 20 calories, per day?

Most people can’t even balance their bank statement or know how much money they have going in and out each month, let alone how many calories that yogurt, iced bun, apple or soda drink has.

The truth is you are too busy with work, your business, your job, or school and other obligations to want to have to count your calories or study the truth about THE SCIENCE OF WEIGHT LOSS.

Your time is the most valuable thing that you have, and there are so many other more important aspects to life than counting calories, weighing your food, working out and cooking, right?

If You Eat Just 20 More Calories Per Day Than You Require (One Mouthful Of A Fast Food Burger Or An Extra Sip Of A Sugary Soda Drink) , You Will Gain An Extra 1.4 Stones Of Weight Every 10 Years!

How I finally did it




Weight loss expert edinburgh

James O. Prochaska

Professor of Psychology & author, co-author of over 250 publications on behavioral change.

Diet and weight loss course edinburgh

Carlo C. DiClemente

Professor of Psychology & recognised for his scientific treatment of addictive behaviors.

Professor Prochaska and Professor DiClemente are the world’s leading experts on how to overcome addiction and replace it with good, healthy habits like eating a healthy diet. They have have a 60-75% success rate of helping people overcome addictions including with food that can lead to weight gain and obesity.

60-75% success rate

Their empirical research has proven that weight loss and especially optimum weight management starts in the mind.

Everything we do is dictated by our minds.

What you want to eat and drink is decided first in your mind, and only after that does your mind tell your body to go and eat that food, and drink the soda or alcohol.

You need to change your mind about food. Only then can you succeed in with your diet, lose weight, and maintain a healthy lifestyle.

99% of weight loss and lifestyle transformation takes place in the mind first?

Not at the gym!

Not in the supermarket!

Not on your plate!

The overwhelming majority of transformation happens in your mind.

Science and research has proven that weight loss and management starts in the mind, with your thoughts (remember the book The Secret).

When you have your mind on your side, good lifestyle decisions become natural, automatic and fun.

When your mind supports you, it is much simpler for you to choose the right foods and drinks.

To break that cycle you need to learn ways to naturally change your thoughts, your state, and mood in a beneficial way.

You have to change your association with food and then you will find it much easier to make the right choice when it comes to what you eat and drink.

BUT, you need your mind on your side first.

I had to change how I thought about food  before I could lose weight.

Let’s look at some other real life examples.

What you will notice is a common theme where each person suddenly had a complete change in their mindset. They thought about food differently and that enabled them to change and lose weight and more importantly, keep it off.

How tHEY did it

Teena H:

How I Gained The Weight.

I drank six to eight fizzy drinks a day, if not more. I made unhealthy food choices that I can sum up in two words: fast food. I couldn’t go out with my friends and family as I was too embarrassed. I just wanted to crawl into a hole and hide my shame.

How Did She Lose The Weight?

No diets, no magic pills, no surgeries… I changed how I thought and set a lot of small goals.

No diets, no magic pills, no surgeries…
I set a lot of small goals.

Gerry B:

How I Gained The Weight.

I continually gained weight from bad eating habits picked up from my parents.Oftentimes they would just buy fast food or frozen meals for dinner. We were pretty poor growing up, and both my parents were alcoholics, as well as smokers.

How Did He Lose The Weight?

I realised this had to stop if I wanted to see my children grow up! I lost weight, but I gained strength. You have to be mentally tough.I still have a long way to go, but today, I am faster and stronger than I ever thought I could be. And I forgive everyone who hurt me.

I realised this had to stop if I wanted to see my children grow up! You have to be mentally tough.

Mark m:

How I Gained The Weight.

As a teenager and adult, I ate a lot for emotional reasons. If I got made fun of, I’d eat. I’ve had my ups and downs with anxiety and depression. I’d lose some weight and then I’d gain it back.

How Did He Lose The Weight?

What changed was figuring out that I deserved better. I deserved a life, a family, love, everything I had always hoped and dreamed of growing up. Now I’m learning that it’s okay to eat a variety of food without guilt-tripping myself. I stuck with it.


What changed was figuring out that I deserved better. I deserved a life, a family, love, everything I had always hoped and dreamed of growing up.

Julie M:

How I Gained The Weight.

Bite for bite, the cycle was the same every time: euphoria, pleasure, reward, numbness and disappointment, in that order. The lasting disappointment always faded into guilt and shame, ultimately propelling me to the very next meal. I was living on a constant diet of pizza, cheeseburgers, fried food and sugary desserts.Nothing was ever enough (and it never would be) until I identified the hunger I was feeling wasn’t actually physical, or even mental. It was driven by pure and profound emotional longing for protection, love and to be seen for who I really was: smart, funny, driven and passionate.

How Did She Lose The Weight?

I knew, though, that if I had to wake up another morning with a feeling of dread, completely overwhelmed by what I had done to my body, mind and spirit, I wouldn’t live to see my 40th birthday. There are no magic pills, diets or quick fixes, just small, sustainable changes. Before I knew it, exercise turned into a joy and escape from the body I had hid in for so long.

I knew, though, that if I had to wake up another morning with a feeling of dread, completely overwhelmed by what I had done to my body, mind and spirit, I wouldn’t live to see my 40th birthday. There are no magic pills, diets or quick fixes, just small, sustainable changes.

Imagine if you could
change your thoughts
quickly and easily

Take a moment to imagine just how easy making the right lifestyle choices would and could be if you thought like someone who was able to maintain their optimum weight.

Maybe you know someone who does find it easy to stay slim? You’ve maybe wondered how they do it? What do they say to themselves? How do they have so much control and will power?

The research of the leading scientists, who have a 60-75% success rate shows that when you start to think like a person who is the optimum weight you want to achieve, you will start to become that person too.

You would see the pounds of unwanted fat beginning to melt away… no matter how hard you’ve tried before!


Hi, my name is James Gough.

Thank you for taking the time to visit my website and read this page.

I’ve worked in clinics all over the world helping people change how they think, feel, and act to overcome a whole host of issues, including depression, anxiety, phobias, weight loss, and eating disorders, and have been featured in national and local newspapers, radio, and TV.

I’m also the author of The Weight Loss Habit – Say Goodbye to Emotional Eating & Stop Obsessing About Food – book and course.

Designed for both men and women, this Science-Based System is clinically proven step by step system that will help you lose weight, improve your health, and feel happier in life.

This system is based on the work of the leading authorities in the field of psychology, behavioural change, and peak performance.

Professor Prochaska and Professor DiClemente – Transtheoretical Model of Behavior Change
Their work on behaviour change hashave have a 60-75% success rate of helping people overcome addictions, such as overeating,

Professor Marshall Goldsmith – Active Questions
Harvard Business Review and Best Practices Institute World’s #1 Leadership Thinker, and Global Gurus, INC and Fast Company magazines World’s #1 Executive Coach.

Professor Gabriele Oettingen – The Science of Visualisation
Professor of Psychology at New York University and the University of Hamburg. Her research focuses on how people think about the future, and how this affects cognition, emotion, and behaviour.

Dr Richard Bandler – Human Change Technologies
Leading expert in the field of human change technologies, such as Design Human Engineering (DHE) and Neuro Hypnotic Repatterning (NHR).

Professor Gail Matthews – Psychologist and Career Coach

Dr Matthews, from Dominican University of California, specialises in overcoming barriers to success, Life and Behavioural Coaching, Positive Psychology,and ‘Impostor Syndrome’.

Using their proven techniques, you can effortlessly change your mental and emotional relationship with food and drink.

Losing weight will start to become its own reward… instead of a gruelling challenge.

The Weight Loss Habit changes how you think and feel about losing weight so you naturally CHOOSE to adopt and live a better lifestyle without even having to try.

Choose Your Program

Option 1

The Book

This book includes explains exactly how I lost weight and keep it off using the science and research from Professor Marshall Goldsmith, Professor Piers Steel, Dr Richard Bandler, Dr Gail Matthews, Professor James Prochaska, Professor Carlos DiClimente, and Professor Gabriele Oettingenn.

The Weight Loss Habit

“Say Goodbye to Emotional Eating & Stop Obsessing About Food”

Click here to purchase from Amazon UK

Paperback edition: £9.49
Kindle edition: £3.55

Option 2


You can choose the online course that includes fun and easy to follow videos and audios that guide you step by step and gently nudge your mind into a new way of thinking, teach you how to manage your emotions, and help you maintain lose weight and keep it off forever.

It will be like I was there with you coaching and helping you to lose weight and stay slim and fit.

Lesson 1

After a short introduction and overview of what will be covered on the course you will start the journey to redesign yourself a brand new you.

Based on the work of Professor Marshall Goldsmith, the first lesson will help you create a daily system that only takes a few minutes to accomplish that retrains your mind to focus on aspects of your life that make you feel good and builds your drive to succeed.

Lesson 2

This is based on the work of Prochaska and DiClemente and the first step in reprogramming your mind to want to make healthy choices.

This lesson will start to help you build  reasons to succeed, which is more than just saying to yourself, “I want to lose weight” or “get fit”.

Without this in place, you won’t have the desire to give up on your bad habits and into the lifestyle that you desire that allows you to lose weight and keep it off.

Lesson 3

You will continue to build your reasons to succeed from week one and boost and bolster your desire to live a healthy lifestyle.

And you will learn how to discover the programs, patterns, and habits that take you off track. You will learn how to counter this negative and destructive thought process and replace it with thoughts patterns that support you and help you to lose weight effortlessly and naturally.

This is the part that is completely forgotten in most systems and the root cause of yo-yo dieting.

Lesson 4

Now you have better thoughts and decision making processes running in the present moment, making better choices start to become easier.

However, deep rooted “triggers” are still in place that can reignite old habits and in lesson 4 we work on addressing those and erasing them using techniques developed by Dr Richard Bandler.

The popular diets and weight loss systems are all action based, and although this may be difficult to appreciate, most of the “triggers” that lead you back to unwanted habits are unconscious and need a special techniques  to help you uncover them,  become aware of them, and change them for good.

Lesson 5

In lesson 5, you will benefit from the research of Professor James Pennebaker of the University of Texas

You will learn how to manage deep rooted emotional issues that are holding you back in life and stopping you from moving forward with you goals and dreams like achieving a fit, slim, healthy body.

This lesson will help you uncover deep rooted emotional traumas from your past, manage emotional challenges that you experience in the present, resolve emotional blocks you may see in your future.

Once you start to feel relaxed and in control, you will find it easier to make choices based on long term gain that benefits your life rather than short term pleasure.


Lesson 6

In lesson 6 you will learn a super quick and effective technique that I developed myself and gives me immediate benefit whenever and wherever I need it.

This is important at this stage of the course to help keep you on track and not deviate from your journey just because of a sudden moment of weakness as you build your resolve and determination.

The beauty of this technique is it is really simple to learn and incredibly effective. Once you have learned it you will be able to completely change how you feel about something, like food, within a few seconds no matter where you are, what you are doing, or who you are with.

Lesson 7

By now you are really starting to notice a change and will want to add more to your life to improve it.

This lesson is based on research by a multitude of scientists that have studied habit formation and how to create habits that last and who all came to the same conclusion.

It is so simple to put into place and works so well you will wonder if it is even possible, but research that has been performed again and again by multiple institutes and universities all came to the same conclusion on how to build habits that last quickly and easily, and it is all in this lesson.

(P.S. I’ve used it so often in my life and not just to lose weight. I even learned how to touch type using this simple technique)

Lesson 8

You are now starting to redesign yourself at this point and the desire to move in a new direction is starting to become second nature for you now.

With a new feeling of hope you will want to set some new goals that you believe you can  achieve and will keep you excited while on your journey to newfound success.

Part of the solution to creating a new life is designing one that is worth living.  This lesson  will use the same strategy that Professor Gail Matthews discovered and help you reach goals that previously would have been almost impossible to achieve.

Lesson 9

In lesson 9 you will use the power of your imagination to create a future that compels you to succeed and plan for any hurdles you  may encounter along the way.

This lesson sounds like The Secret by Rhonda Bryne and the art of Manifesting Your Destiny by Dr Wayne Dyer because it is exactly that.

However you will learn the art of visualisation based on the scientific research of Professor Gabriele Oettingenn rediscover the power of your own mind.


As you start to see improvement and gain more hope and an increased passion for life you will want to improve your life more and more.

With this course it is a never ending stepping stone from wondrous life adventure to another as you grow and evolve.

Therefore, for 3 months after the date of purchase of the video course you will be able to email me with any questions you may have or help that you need.

hypnotic audio No.1
Confidence booster

This audio is hypnotic and full of subliminal messages to help you gain more confidence and believe in your own power.
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hypnotic audio No.2
The DreamMaker

This audio takes you on a journey deep into your mind to connect with your true self and access your inner dreams.
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hypnotic audio No.3
Manifest Love

Is for those of you looking for love and need some help to relax, trust in yourself and open up to the possibility of love.
Get it for FREE – Value £14.99

The Weight Loss Habit
Say Goodbye to Emotional Eating & Stop Obsessing About Food
Get it for FREE – Value £9.47

The Weight Loss Habit Online Video Coaching Program: £79

Plus, get3 Free Audios and The Weight Loss Habit Book for FREE: £79.00

Confidence Booster – Value £14.99
The DreamMaker – Value £14.99
Manifest Love – £14.99
The Weight Loss Habit Book – £9.49

ALL FOR FREE with a total value of: £54.46

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DISCLAIMER: This website does not provide medical advice. Results May Vary: Causes for being overweight or obese vary from person to person. Whether genetic or environmental, it should be noted that food intake, rates of metabolism and levels of exercise and physical exertion vary from person to person. This means weight loss results will also vary from person to person. No individual result should be seen as typical. These statements have not been evaluated by the The Medicines and Healthcare products Regulatory Agency (MHRA) or the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease. The information, including but not limited to, text, graphics, images and other material, contained on this website is for educational purposes only. The content is not intended in any way as a substitute for professional medical advice, diagnosis or treatment. Always seek the advice of your physician or other qualified health care provider with any questions you may have regarding a medical condition or treatment and before undertaking a new health care regimen, and never disregard professional medical advice or delay in seeking it because of something you have read on this website.