Not a Diet Book

Extract from The 4-Hour Work Week by Tim Ferriss. Reproduced by permission of The Random House Group Limited. Copyright © Tim Ferriss, 2011. And by permission of Crown Books, an imprint of Random House, a division of Penguin Random House LLC. Copyright © Tim Ferriss 2007, 2009 by Carmenere One, LLC.

Extract from The Story of Philosophy by Will Durant. Reproduced by permission of SSA, a division of Simon & Schuster, Inc. Copyright © Will Durant, 1961.

Extract from Atomic Habits by James Clear. Reproduced by permission of The Random House Group Limited and by permission of Avery, an imprint of Penguin Publishing Group, a division of Penguin Random House, LLC. Copyright © James Clear, 2018.

Extracts from Why We Sleep by Matthew Walker. Reproduced by permission of Penguin Books Ltd. and by of permission of Scribner, a division of Simon & Schuster, Inc. Copyright © Matthew Walker, 2017.

Extracts from The Subtle Art of Not Giving a F*ck by Mark Manson. Reproduced by permission of HarperCollins Publishers and Pan Macmillian Australia Pty Ltd. Copyright © Mark Manson, 2016.

Extracts from Ego is the Enemy by Ryan Holiday. Reproduced by permission of Profile Books. Copyright © Ryan Holiday, 2017.

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First published by HarperCollinsPublishers 2020

FIRST EDITION

Text © James Smith 2020

Cover design by Claire Ward © HarperCollinsPublishers Ltd 2020

A catalogue record of this book is available from the British Library

James Smith asserts the moral right to be identified as the author of this work

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Source ISBN: 9780008374297

Ebook Edition © January 2020 ISBN: 9780008374303

Version: 2020-09-25

While the author(s) of this work have made every effort to ensure that the information contained in this book is as accurate and up-to-date as possible at the time of publication, medical and pharmaceutical knowledge is constantly changing and the application of it to particular circumstances depends on many factors. Therefore it is recommended that readers always consult a qualified medical specialist for individual advice. This book should not be used as an alternative to seeking specialist medical advice which should be sought before any action is taken. The author(s) and publishers cannot be held responsible for any errors and omissions that may be found in the text, or any actions that may be taken by a reader as a result of any reliance on the information contained in the text which is taken entirely at the reader's own risk.

Contents

1  Cover

2  Title Page

3  Copyright

4  Contents

5  Foreword

6  PART I: FOUNDATIONS

7  Introduction

8 A Brief History of James Smith

9  Consumer – Method – Principle

10  The Calorie Deficit

11  Fitness ‘Tracking’ and NEATUP247

12  Habits – #gettingshitdone

13  Essentials for the Good Life

14  Understanding Diabetes Mellitus – For Everyone

15  Laws of the Universe

16  The Power of Numbers

17  Polarization – Your New Way to Be Intentionally Unpopular for a Better Life

18  Effort and Ambition

19  Effort 2.0: The Beginning of ‘Overnight Success’ – Intention and Empowerment

20  PART II: BUILDING ON YOUR FOUNDATIONS

21  Somatotypes and Sport Selection – Why You Don’t Need a New Diet

22  Fitness Fallacies

23  Female Fat Loss

24  Not the End

25  References

26  Acknowledgements

27  Further Reading

28  More From James Smith

29  List of Searchable Terms

30  About the Publisher

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Foreword

I know from experience that many books are never finished by the reader. They might be purchased as a gift, or at the airport before a flight; you may commit to the first chapter, but before you know it the book has become an ornament, gathering dust on your bedside table. Each day you see these books, and a little part of you tells a lie that one day you’ll finish them. The collection only grows over time, and you’ll usually tell yourself something along the lines of: ‘I’m doing pretty well, so I don’t really need to read them right now.’

I didn’t read a book from start to finish until I was twenty-seven years old. I’m not someone with an academic background, and it didn’t come naturally to me; but in the last few years, books have been essential in changing, sculpting and building my mindset, attitude and approach to many things – from lifestyle to relationships and my work life.

And, to be completely honest with you, writing this book was not difficult. If anything, I have so much I want to teach you that I wasn’t sure I was going to fit it all in one book, so believe me when I tell you this: every single chapter in this book can affect your life in a positive way – but only if you choose to read them. Nothing is in here just to make up the word count; it’s all important, and with every single page I have had you in mind – your problems, your struggles and what I can teach you to make them go away.

For each of you, somewhere in this book is one simple sentence that will revolutionize your life for ever. However, that sentence is utterly powerless until you make the decision to read it. What I have written cannot help you if this book joins all the others – the unread ornaments.

I have written this book not for me, but for you. It’s all here – everything you need to begin a new chapter of your life. You’ll have a new lease of clarity to take with you every day, enough understanding to make change, not just in the gym, but in your relationships, your professional life and your general perception of the people around you.

I am confident when I say that when you turn the last page of this book your life will be different. You’ll be more knowledgeable, more confident and more in control.

For those of you who may not finish the book, I believe you would be doing yourself and those around you a disservice. It is here to empower you, so if there is just one book you commit to finishing, let it be this one.

Quite simply, after this, things won’t be the same.

Are you ready? Let’s begin.

James

Introduction

The first part of this book may be a little different from what you expect. At least I hope it is. Because if you’ve picked it up, I assume you’re intending to achieve genuine, long-lasting change that will improve all areas of your life for good. So this is not the latest fitness trend or diet fad packaged up in book form to give it validity. And with this in mind, it’s important to set solid foundations before thinking or talking about what the end result is going to look like. In the coming chapters I am going to wipe the slate clean for you, eliminating all the unhelpful diet myths, fads and misinformation, and reset your thinking, so you can start to identify how your future is going to look and even how it’s going to feel.

With each new page, we will examine why perhaps you haven’t accomplished what you’ve set out to do before. I very much doubt this book is the first of your efforts towards a healthier, better-balanced lifestyle. And while it may seem a bit tedious to read an entire book when there’s inevitably a one-size-fits-all plan on offer on Instagram, you need to trust me here: you have to walk before you can run, and if it was that simple to make lasting change, I wouldn’t have needed to write a book. But once you have come to the end of it, you should no longer need me – everything will slot into place and you’ll be ready to begin living the life you’ve always wanted and achieving your goals.

‘Give me six hours to chop down a tree and I will spend the first four hours sharpening the axe.’

Abraham Lincoln

REFERENCING

Throughout the book, I have referenced studies – if you wish to know more about these, you can search online for the full text. Many of these link to other studies when discussing certain claims or topics; this is handy for anyone who wants to go down the rabbit hole of any relevant data that’s been collated. I have also provided a Further Reading list, which I strongly recommend getting on top of.

The fitness industry right now

There are industries all over the world designed to give consumers what they want or need for an easier or better life. For instance, the automotive industry allows us to buy various transportation methods, such as cars, for commuting or transporting the family around. It’s an industry that serves a purpose, and even though consumers are aware that there is a mark-up on the goods, they don’t mind because they are getting a solution to their transportation problem: for the price they pay they gain freedom, control and enjoyment, and they generally trust the provider – a win-win situation. This fairly straightforward analogy highlights the problems with the fitness industry – people are more desperate than ever for a solution to their health and fitness problems, but they are being misled and mis-sold the dream by organizations profiteering from the consumer remaining in the dark about how to help themselves, especially when it comes to fat loss.

The fitness industry should be about showing people what the human body can accomplish. It should be there to motivate the sedentary to get more from their bodies, the one shell they spend their entire lives in. Imagine if you knew you could only have one car for the rest of your life; would you take better care of it? That should be the message to send people to inspire them when they’re not sure about whether to train or not. When people have a health scare or see a photo of themselves that deflates and depresses them, they should have the fitness industry to turn to for salvation.

Gyms should be full of motivated members, with experienced trainers at their disposal to provide guidance and expertise, making them feel incredibly comfortable during their first ever gym experience and beyond. There should be dietitians advising on specialist nutritional needs. And there should be a plethora of accurate scientific and evidence-based guidelines to follow, so that as new discoveries are made in the field of nutrition and training, the consumer can make small adjustments to ensure they get the most out of their time in the gym and outside of it. It’d be nice for government recommendations to be more helpful too; isn’t it funny that different nations have different ‘guidelines’ for their populations, although they share a common obesity issue?

Diet fads should be laughed at by consumers who fully understand the mechanism behind fat loss. ‘No thanks’ should be the answer to anyone trying to promote celery-juice cleanses and cabbage-soup diets and those selling aloe vera (formerly aftersun) as a solution to fat loss.

Each and every one of us should know roughly how much we need to eat to remain in shape. We should have a vague idea of our daily calorie needs. We should all dip in and out of tracking our food in periods when we gain a bit of weight and enjoy not restricting when we’re not seeking compositional change. Weight gain will not be scrutinized or demonized because we will know how to lose the weight we have gained. We should be able to pick up an item of food and consider its caloric value and the weight it has against our intake, so that we can play around social occasions, in the same way that we might with our finances. So it should work in the same way that it does when you pick up a designer watch or handbag – your brain being able to budget whether or not you can afford it based on your payslip and upcoming bills. By no means should it be like the ‘matrix’, where someone picks up a potato and sees binary code dictating whether or not they should consume it that day, but the frontal lobe of anyone’s brain should at least be able to make a close estimate of how much they are eating each day and the decisions they need to make if they don’t want to exceed their appropriate calorie intake.

This is not obsessive; it’s calculative. However, if this was already the case throughout the fitness industry, I wouldn’t be writing this book.

Unfortunately, the current state of the fitness industry is a far cry from my utopian description. It’s in dire straits – and the worst thing is that the extent of the problem, I believe, is not fully known by the general public, many of whom are handing over large percentages of their disposable income to expensive gym memberships, diet plans, supplements, unsustainable diet fads and ‘miracle’ fat-loss drinks.

Doctors, lawyers and, in fact, people in most professions can face legal repercussions for what could be deemed as ‘bad advice’ or even ‘malpractice’. However, there is very little regulation within the fitness industry, no repercussions for influencers misleading someone or giving terrible advice. This has made it a free for all for ‘experts’ on social media, their blue-tick gravitas making it easy to mass-market poor information, leaving the people who need help the most further disheartened, frustrated and unsure where to turn for good advice. At the time of writing, no qualifications are required to promote supplements, diets or even injectable fat-loss solutions on social media to an audience that could easily include young, impressionable teenagers, as well as older generations. This is a serious symptom of the fitness industry’s – my industry’s – currently broken state.

The consumer ends up trusting someone with a lot of followers and a blue tick on Instagram whom they believe to be giving expert advice, which, more often than not, is simply not the case. I know that I fit my own ‘blue tick’ description, but this platform is rife with people who have built a large following based on very little expertise – simply from years (or sometimes only months) of taking their tops off in photos for ‘double taps’ or manipulating the viral nature of current trends.

In time, the social-media ‘influencer’ gains gravitas, not only for sponsorship opportunities (#AD), but also with consumers – people looking for help, who make the assumption: ‘Wow, they have a large following, so they must be trustworthy.’

There is also another trend to put someone on a prime-time TV show who’s going to cause the biggest backlash on Twitter. And it has more to do with eliciting a response – any response – from viewers than it has to do with good information.

The industry is loaded with people with poor qualifications and little to no experience, whose only goal is to capitalize on their time in the limelight. These people are more concerned with their next payslip from their #AD campaign. The one-size-fits-all gimmick leaves the consumer deflated; they feel like giving up, assuming themselves to be at fault for ‘failing’. It’s causing a breakdown in trust in what should be a brilliant industry, and I fear that instead of seeking genuine professional help, a lot of people will inevitably seek none.

What can we do?

So yes, the fitness industry is in bad shape. I’ve been tempted to even say I want nothing to do with it. But I believe that as one of the biggest and most influential industries, we are in a position to make positive change to what is soon going to be the largest cause of preventable death – namely obesity – and we need to begin that change right now.

Rather than turning my back on it all, perhaps going into business coaching where I could charge personal trainers to build their own ‘six-figure business’ (just like everyone else’s), I’m writing this book to try to turn things around for good. For this to happen, I need to dismantle the existing beliefs that hold up some of the most unhelpful and damaging pseudoscience* that’s everywhere you look today.

For one thing, the supplement industry continues to mislead consumers as to what they truly need and to mis-sell them many supplements that they don’t require; this corner of the industry has its own agenda based on financial gain. Most one-size-fits-all cookie-cutter plans market ‘essential’ supplementation to bolster their earnings. And in reality, often the most bespoke thing about a plan like this is having your name added to it before it’s exported to a PDF file.

Also, personal-trainer (PT) qualifications are not thorough enough, and the fact that many PTs can qualify in just six weeks before finding themselves on the gym floor with little to no experience of working with clients, let alone running a business, means that they often increase their incomes by selling the aforementioned useless supplements, and even in some cases join popular pyramid schemes. The majority of PTs also go out of business within their first two years, leaving an exceptionally large churn rate behind them. So the average amount of experience that a modern-day trainer has accrued is often not enough to deal with the complexities of current obesity issues.

The governing bodies of personal training need to look beyond their quick £3,000 transaction fix and, instead, ensure that they are producing trainers who can go out into the industry confidently and correctly. People’s health and quality of life are on the line here: remembering eight stretches and memorizing the names of a couple of the bones in the forearm simply won’t cut it when a client walks in pre-Type II diabetic, desperate for help to get their health and training on track.

This plays back into that elephant in the room: all around us people we love are getting sick, health markers are plummeting by the day and obesity is on the rise in adults and children. Misinformation is rife, but with this book I will change all that, giving you knowledge and tools for life that you can implement independently. Almost immediately you’ll begin to change; your attitude, ethos and daily actions will soon have the power to influence those around you – friends, family, loved ones and even colleagues.

Should this pay forward in the way I intend, we can not only turn around the industry, but the lives of those around us. If we all chip in and do our part, we can literally change the world. Think about that every time you see this book; for that reason maybe leave it somewhere in plain sight, like on your pillow or a screenshot of it as your wallpaper on your phone, to remind you each day to continue a little bit further.

Friendly fire

A dietitian can study for bloody years to get qualified, then see a fresh-faced PT in their first year earning double what they are, not to mention the debt from their student loan to become a dietitian. This causes big rifts between two professions that should ideally complement each other, leading to bitter debates across social media and strong divides between the two.

This cannot be blamed on the PT, nor the dietitian; it’s just one of many issues we have within an industry that doesn’t currently have any regulations or repercussions for spreading misinformation or propaganda that isn’t rooted in fact for personal or financial gain.

Here’s the thing: I’ve made a load of mistakes as a personal trainer in my time. Of course I have – I studied for just six weeks to qualify! In hindsight, I can’t believe I was allowed on to the gym floor as a professional with so little knowledge. We need to upskill trainers and set a baseline of education for them, so that we’re all working from the same page and aiming towards the same goal. This would reduce conflict between trainers and dietitians and generate more positive results.

In addition to the rifts between people who are all on the same team, a lot of what is posted on social media is based more on engagement than education itself. Following and engagement will determine how much someone is worth for a paid post, so it’s quite common for people to post a very misleading caption or even to cherry-pick parts of a study to cause a big stir. There are many agendas in all directions, and unfortunately, people kick with the wind when trends arise. And, of course, the last person to benefit is the consumer.

‘Fitness events’

If you go to a major fitness expo, expecting to see collaborations from industry icons, mainstream education for trainers and consumers, and examples of what fitness can accomplish, you’ll be disappointed. In reality, you’ll see none of the aforementioned. What you will see instead is more of a parade.

‘Athletes’ up to their eyeballs in banned substances, usually anabolic steroids, showing off their anabolic gains – they’ll make the expo their peak week; #selfiecentral; stalls on every corner promoting supplements, most of which are not going to benefit the majority of people (supplements to me are like worrying about icing on a cake that’s not even been baked yet).

Unfortunately, it doesn’t pay well to be in very good shape, despite having hundreds of thousands of followers, sometimes even millions. How do I know? Because if it did, these ‘athletes’ wouldn’t be working for £100 to tense all day on a stand, having to ask for permission to go for a piss. Not only do they get in peak condition for the weekend of the event, they also look very different in the flesh: you can’t digitally enhance your appearance in real life, and even the best pair of leggings can’t cover the fact that you Photoshopped the majority of your Instagram posts.

You’ll walk around and see a plethora of stringer vests, protein-bar samples and businesses promoting the latest fad, whether it be BCAA drinks or exogenous ketones, both relatively useless supplements. Also, from what I’ve seen, these expos have become more of an arena for narcissists than for fitness people, and it’s quite sad to see the rise of anabolic steroid use in recent years. Especially when so many people don’t quite know what they’re letting themselves in for.