Forget Dieting Start Living

We want to change people's belief that dieting should be a horrible, unpleasant experience

We totally HATE dieting, so we built a system where we only ate the foods we liked to get into shape instead

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Target Lean is unlike any diet program you have ever done.  Our unique 7 step method has worked for every single person that has followed it and implemented the techniques.

Download our brochure for more information and to see the 7 step system in more detail

Up to 95% of people fail on their diets, we want to change this

Cary testimonial picture

Cary's story

“Previously I had tried to lose weight by cutting out food, namely carbs and increasing my cardio.  I could not seem to lose weight I just stayed the same no matter what exercise or diet plan I followed. I have dropped 2.5 stone in a little over 3 months, managed to keep the majority of my size but stayed quite lean.  This was all with reduced cardio and a more user friendly diet.”

The 5 Key Dieting Mistakes that people make

In over 10 years of working with clients we have seen 5 very common mistakes that people repeatedly make when trying to shed body fat.

They don’t know that they are making them and so the mistakes never get corrected leading to repeated failure in their efforts to lose weight.

The first reason diets fail

This is the big one.  So many people are doing diets that don’t even bother to work out their calories for weight loss.

 If you don’t know how many calories to eat then how can you know WHAT to eat?

Because of this most people over restrict their food intake leading to massive cravings.

The restriction does lead to initial weight loss but eventually the cravings lead to a huge binge.

The second reason diets fail

Many diets cut out carbs or tell you to stop eating certain foods because they are ‘bad’ or sinful foods. 

The truth is that all foods contain calories and simply managing those calories is the key. 

You CAN still eat your favourite foods and still lose fat. 

Restricting yourself from food you like will only lead to a growing craving which will eventually result in a binge.

The third reason diets fail

There is a delay from when you are actually full to when your brain registers this.

This is like the ‘Braking Distance’ for eating and similar to driving it takes a while depending on your speed of eating and your starting hunger level.

Without an idea of your correct portion size you will tend to overeat at meal times as we are generally very bad at estimating the calories in a meal.

The fourth reason diets fail

We are all guilty of this.  As humans we tend to overestimate the exercise we’ve done to a minimum of 20%. 

The trouble is, while it’s hard to burn off 600 calories it’s very easy to eat 600 calories.

Considering mistake 3, it’s very easy to see how a sizeable gap can form between what we think we have eaten and what we think we have expended.

The fifth reason diets fail

When we start a diet we have oodles of enthusiasm.  It’s overflowing.  We know that we are going to be super strict and never go off the plan.

Trouble is, that’s never the case.  Life gets in the way.

Without a plan to deal with when you fail you’ll end up going off track completely.

We also need a break occasionally, you must plan a bit of ‘junk’ into your diet. 

Exercise is not a key factor

A great many diet programs will have you doing massive cardio sessions to burn off calories. 

While this can help it also makes the diet much harder to stick to.  Get the nutrition right first then you’ll lose weight.

Exercise will support this, it should never be an essential factor. 

I wanted to lose weight so running would be easier. I lost over a stone in 6 weeks! I have much more energy. I can plan for special occasions, and I no longer feel guilty about eating what were previously "bad" foods, as I know how to work it into my plan.
Emma testimonial picture

You may have been making these 5 mistakes for 6 months or 6 years.  Once we teach you our methods to correct them, in 6 weeks you’ll be confident to make the right food choices for a leaner body.  

I've lost 4.5kg in 6 weeks, learnt to be consistent with my diet, manage social situations and had a weekly guiltless cheat meal. I can now budget calories realistically and have a social life whilst losing weight.
lucy testimonial pic

We have a simple solution for success

  • We work out your calories for fat loss so you don't overeat.
  • We show you the right amount of food to eat at meals.
  • You can eat all of your favourite foods. Guaranteed.
  • We teach you to plan for failure. If you fall off we will get you back on track quickly
  • We support you along the way so you are consistent in your progress.

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Illustration of the 3 pressure points that cause people to fail on their diet

We can trace all the reasons why people make the 5 mistakes to 3 root causes

  • Confusion
  • Prison
  • Frustration
The problem of confusion for dieting


Nutrition is seen as a confusing and complex subject by many people as there are so many conflicting media stories telling us the ‘best way’ to diet.

The news tells us about a brand new THING that been proven by research to lose weight.

Often they have taken the research and and completely misinterpreted it.

Terms such as Low Fat, Low Sugar, Low GI, Organic and Healthy don’t necessarily mean they will help you lose weight.

The problem of the prison that dieters encounter


Due to the Confusion about how to lose weight many people place themselves in a Diet Prison to try and get slimmer.

This consists of restrictions on food they like, increases in cardio, a reduction in their social life all in an attempt to reach a goal weight.

This is, in effect, the length of their sentence.  

The trouble is that they generally hate the diet and look forward to their release or they instigate a breakout and go on a binge.


When the inevitable break from their diet happens the person tends to go on a spree of eating foods that they couldn’t have on their diet.

This ultimately results in a rapid weight gain and all their efforts are undone.

Frustrated with their lack of success the person begins a spiral into more and more extreme or restrictive diets and the cycle repeats.

This can be incredibly depressing and result in low self esteem and a drop in confidence which affects their working and personal life.

Why do Target Lean clients succeed?

This is quite simply because we do not overcomplicate things. 

We deal with the 5 mistakes and solve the problem.

How we transform your view of dieting

Before we knew about nutrition properly we used to do diets that looked like this…

an amateur fat loss diet

This is a typical example of a diet that is based on 

  • Healthy Eating
  • No ‘Cheating’
  • Restriction
  • No fun

Now with a little Target Lean magic our diets look like this…

The diet is transformed from a bland boring list of unimaginative foods to a plan that gives a wide variety of enjoyable foods.  

The calories are completely the same in the 2 diets but with a wider variety of choices the second one is more likely to be one that you can stick to.

Which diet would you prefer?

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We believe that when someone has a desire for change, giving them complex rules to follow makes it much harder for them to succeed.  

We don’t have ‘Good’ or ‘Bad’ foods and there’s a very simple reason why….

Calories are the key to losing body fat

This will upset a lot of diet gurus and multi million pound diet groups but it’s the reason why you have not been successful until now.  

Once you understand about the calories in food and how they affect your body you can take control of your diet completely.

Eliminating the Confusion

The first thing we teach you on the program is  how many calories you need to eat to lose body fat.

This is called a Calorie Deficit and provided you eat to this amount you will drop fat.

This is a fact proven in every single research study done on weight loss.

Eat less calories from food than you expend moving about and you will lose body fat.

I lost 11lb. And then when I put some of it back on over Christmas. I knew how to get back to it and I've already lost 5lb of the weight I gained in just 9 days. I've learned how to eat awesome food while still losing weight. I'm also better at fitting more activity into my day.

We do all the hard work for you

Every single person on the Target Lean program will have their unique calorie needs EXACTLY worked out by us.

There is no one size fits all guide book of foods.

Your diet is built FOR YOU.

No food is off the menu

We give you a list of over 100 common foods with the precise amounts to eat that are right for you so that you always have the correct portion sizes.

Food not on the list?

No problem as we show you how to incorporate ANY food into your plan.

eggs and bagels with fruit meal and caption

We help you plan for when you fail

Let’s be honest, there will be times that you fall off the plan.

We show you how to compensate and continue to make progress.

We also teach you how to plan ahead for special events like meals out, buffets or birthday cake.

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Your biggest adversary will be yourself

Even the best diet in the world will be useless without an accountability partner to keep you on track.

I lost 4kg without weighing and tracking everything and have significantly more visible muscle tone, I also was able to address and overcome obstacles that have made me 'fall off the wagon' in the past such as overeating while socialising, being in a situation where I can't track or control my intake easily (holidays) or after getting frustrated with too much calorie tracking and restricting.

Our Private online support group is open 24/7

Talk with us or other previous Target Lean participants about any issues you are having and quickly find a solution.

Every 2 weeks we run live Question and Answer sessions via an online webinar or Facebook Live.

You will never be left to fend for yourself.

In the 6 weeks doing Target Lean I lost around 6kgs I also feel much healthier in body and mind, which to me is far more important. I've completely changed the way that I view my diet and now I actually appreciate food. The program was very simple and easy to follow and the support from the group was fantastic and very motivating.
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Lifetime Membership

Our commitment to you is for LIFE.

client talking about their long term transformation

When you join Target Lean you become a lifetime member of our support group so that you’re never without someone to help you, even after you’ve finished the main program.

This is NOT a 6 week transformation. 

The program is intended to get you on the right track with a bang, the real changes will be 3-6 months down the line, and we will be there supporting you. 

What you get on the Target Lean Program

  • A fully tailored diet to match your calorie needs for fat loss.
  • 6 weeks intensive coaching to teach you how to manage and control your own diet.
  • Online learning portal packed with coaching tools to teach you the basics of nutrition.
  • Habit coaching to take control of your snacking demons and prevent over eating.
  • Private member group to advise and support you when you get stuck.
  • Daily coaching emails to keep you motivated and increase your knowledge of nutrition.
  • Lifetime membership of our support group if you ever get stuck in the future.
  • 2 expert nutrition and habit coaches on hand to make sure you succeed.

Meet your coaches

picture of phoenix

Phoenix Liberty Rain

Sports and Exercise Physiology Coach

With 15 years as a specialist in female fat loss coaching.  4 x British Record holder in powerlifting and a Team GB athlete, Phoenix brings her wealth of knowledge of mental skills coaching and female specific weight loss strategies to the program.

Tom holding fruit and donuts balancing both hands

Tom Blackman

Performance Nutritionist

Founder of BKM Nutrition and creator of the Target Lean program.  Tom has worked for 10 years with clients for weight loss and developed the 7 step C.A.L.O.R.I.E system while working with performance athletes for weight loss that forms the base of the Target Lean program.  Tom has spoken at industry events such as BodyPower Expo and is considered on of the top nutrition coaches in the UK

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Frequently Asked Questions

Is Target Lean suitable for vegans?

Yes we have a full menu of vegan and vegetarian foods that you can pick from. We have vegans and vegetarian members and they have all used the program and lost body fat.

Do I have to eat at certain times of the day?

No, you decide when and what to eat. It's completely your choice and we don't mind if you want to eat all your food in one big meal if that fits your day. All we ask is that you don't eat more than your daily limits set out in your plan.

How long before I see results?

This varies from person to person and also depends on how much weight you have to lose. Very overweight people tend to see more dramatic drops very quickly. However it's also important to remember that weight loss is not the only measure of results. We explain this in the program.

Do I need to buy any supplements?

No, there is no need to buy additional supplements to help with fat burning or anything like that. We do provide a list of optional vitamins that we recommend for clients optimal health but they aren't essential to complete the program.

Do I need any apps or programs?

The program diet is delivered via a Google Sheets spreadsheet that you can access from your phone or print off. It's a free app and we send you a link to download. You will also need a Facebook profile so that you can access the support group. You will need an email address to receive the daily coaching emails. We also operate a Whatsapp broadcast group to let you know about our Live Q&As.

Do I need to go to the gym or do cardio?

It's not essential to have a gym membership. We construct the program based around your normal activity so if you go to the gym this will be extra activity which will help you to get faster results. You can boost your activity by any means, walking, swimming, bike riding etc so a gym membership isn't a requirement.

Can I eat out at restaurants on the plan?

Absolutely and we fully encourage you to keep up your social life. We will show you how to adapt the plan to allow for meals out and birthday parties etc.

What if I want to use macros to plan my meals

We give you a full macro sheet with calorie values per meal along with recommended Protein, Carbohydrate and Fat values if you prefer to do things this way. It's your diet and you can do it any way you like.

Is there a lot of food prep on the plan?

That's up to you. You can prepare foods from scratch using our ingredient guides or buy ready meals and sandwiches based on the calorie guides that we give you if you are on the go a lot and can't prep food.

What happens at the end of the 6 weeks?

You stay in the group and continue your progress with our support. Then tell all your friends how awesome we are, they all sign up and Phoenix and Tom buy big houses and fast cars and put on parties for all Target Lean alumni.