Reality check: you shouldn’t be selling weight loss plans or courses just because you lost some!
The digital landscape shimmers with images of triumphant transformation: a once-unrecognisable figure, now sculpted and radiant, beaming from behind a screen. Their story, often delivered with earnest conviction, resonates deeply with many: “I was just like you. I struggled with my weight. I overcame it. And now, I’m sharing my secret – for a limited time, get my course/meal plan/workout guide and transform your life too!” This isn’t just an ad; it’s a meticulously crafted appeal to the raw, unaddressed pain of self-consciousness, the quiet desperation for change that gnaws at millions.
We are, inherently, a community-driven species. Sharing hard-won wisdom is a fundamental human act. When someone achieves a significant personal milestone, such as substantial weight loss, the impulse to share tips, tricks, and motivations is entirely natural — even admirable. It can inspire, uplift, and foster a sense of connection. However, many have crossed a critical line and weaponised this genuine impulse, morphing from altruistic sharing into a predatory enterprise. The core issue: turning personal success into professional authority for health products is misguided and unethical. Monetising health products from personal success is a profound ethical breach. Sharing unscientific, unqualified health advice is not merely irresponsible; it is dangerous. It is, in essence, recklessly gambling with people’s health and well-being.
My homie lost so much weight as a result of an heartbreak. She posted the before and after picture on TikTok. People starting requesting for what she used.
Long story short, she opened a group, charged 5k per person and started selling weight loss ideas.
She made money!!! https://t.co/ZWpxirjSxZ
— Olufunmi❤️❤️ (@HRM_Olufunmi) March 31, 2025
The rise of the “weight loss coach” phenomenon
The proliferation of the “weight loss coach” is a direct consequence of our hyper-visual, engagement-driven digital ecosystem. Social media platforms — Instagram, TikTok, YouTube — have democratised content creation to the point where anyone with a camera and a captivating narrative can construct an online persona of expertise. The meticulously curated “before-and-after” picture has become the ultimate credential, a visual shorthand for competence that bypasses the need for actual scientific knowledge or professional training. It creates a compelling, almost magnetic sense of credibility, implying a mastery over the very struggles the audience faces.
This phenomenon is fuelled by the powerful, yet deeply flawed, “If I can do it, you can too!” fallacy. While born from a potentially well-intentioned desire to motivate, in the hands of the unqualified, it quickly becomes a commercial venture. It subtly ignores the inconvenient truths of individual variability. These include the unique genetic predispositions, metabolic rates, hormonal profiles, underlying health conditions, and psychological landscapes that make every human body a distinct universe.
Desperation helps the cult of the self-made expert thrive. People seeking weight loss are often at their most vulnerable, having cycled through countless diets and exercise fads, feeling frustrated and defeated. They crave a quick fix, a simple answer, a charismatic leader who promises to cut through the complexity. They become susceptible to personal testimonies, emotional appeals, and the allure of “secrets” precisely because they are exhausted by the slow, often frustrating, process of real, sustainable change. These “coaches” position themselves as relatable saviours, tapping into a deep human longing for belonging and transformation, all while preparing to convert that longing into profit.
Read also: The four horsemen of the skinny apocalypse: Why thin is in (again)
Why personal experience isn’t professional expertise
Let’s be unequivocally clear: your personal journey, no matter how profound, does not bestow upon you the mantle of a health expert. It is one data point. The human body is not a static machine; it is an infinitely complex, adaptive, and highly individualised organism. What optimised your unique physiology, genetics, gut microbiome, and hormonal balance will, with overwhelming probability, not be the universal key for everyone else. Believing otherwise is fundamentally misunderstanding the sheer depth and breadth of scientific knowledge genuinely guiding another human being toward health. Consider the bedrock of genuine expertise:
Nutrition
Registered Dietitians (RDs) and licensed nutritionists don’t just suggest “eating healthy.” They endure years of rigorous university-level biochemistry, anatomy, physiology, microbiology, medical nutrition therapy, and clinical rotations. They understand the intricate cellular pathways, the nuances of micronutrient deficiencies, the complex interplay between food and disease (like diabetes, kidney disease, autoimmune disorders), and the delicate balance required for sustainable, non-disordered eating. Their training equips them to interpret blood work, assess medical histories, and tailor interventions to specific pathologies.
Exercise Physiology
Similarly, certified exercise physiologists and legitimate personal trainers aren’t just people who “work out.” They delve into biomechanics, kinesiology, exercise programming for diverse populations (from elite athletes to post-rehab patients), injury prevention, and the physiological adaptations of the body to various stressors. They understand progression, regression, periodisation, and the dangers of improper form.
Interference with medical conditions
Imagine a diabetic following a low-carb plan prescribed by a “coach” that severely conflicts with their insulin dosage, leading to dangerous hypoglycaemic episodes. Or a person with undiagnosed heart disease attempting strenuous exercise routines they are not medically cleared for. The casual, unqualified advice becomes a ticking time bomb, putting lives at risk.
Psychological harm and eating disorders
The focus on extreme restriction and rapid results often fosters an unhealthy relationship with food and body image. When the promised “quick fix” inevitably fails (because it’s unsustainable), it doesn’t just drain wallets; it leaves deep psychological scars. Increased body dissatisfaction, cycles of yo-yo dieting, increased eating episodes, and the onset or exacerbation of clinical eating disorders are tragic, widespread outcomes. The constant feeling of failure, driven by unrealistic expectations, erodes self-worth and perpetuates a cycle of shame.
Lack of accountability and regulation
Unlike licensed professionals who are bound by ethical codes, malpractice insurance, and regulatory bodies, these online “coaches” operate largely unchecked. There are virtually no consequences for them when their dangerous advice leads to harm. They can simply delete a comment, block a critic, or disappear from one platform to reappear on another, leaving a trail of physical and psychological wreckage in their wake.
When sharing becomes exploitation, it is a betrayal
The distinction is critical, and morally clear: sharing your personal journey, your genuine struggles, and your honest insights (without financial gain or prescriptive intent) is a human act. Creating a paid product — a meal plan, a course, a private coaching service — based solely on that personal journey, however, transforms it into an act of profound exploitation.
The motivation shifts from genuine help to direct financial gain. The desperation of the client becomes a commodity. “Miracle” claims, heavily curated testimonials, and aspirational marketing become deeply deceptive tools. When someone pays for a course or a plan, there is an implicit, sacred promise of safety, efficacy, and expert guidance. This promise, from an untrained individual, is a lie. It is a betrayal of trust. Leveraging someone’s vulnerability for personal profit, with a reckless disregard for the potential consequences is chilling form of charlatanry.
Who are the real experts? (and how to find them)
The real experts are those who have dedicated their lives, intellect, and ethical compasses to understanding the human body in all its complexity. They are the ones who adhere to evidence-based practices, continuous professional learning and accountability. Some of my go-tos are:
Odunayo Abdulai
A licensed pharmacist with a certificate in nutrition for disease management from Health Academy Australia. She specialises in helping Nigerians approach local foods with a more nutrition-conscious lens. Ultimately, this enables them to enjoy their favourite meals while losing weight healthily and sustainably. She is the founder of Optimum Foodie.
Gbemi Giwa
Transitioning from her personal fitness journey, Gbemi is a certified expert in fitness and nutrition with accolades earned through an investment in nutritional education. She has applied this knowledge through founding successful ventures like Catfish DXB (a healthy African restaurant) and DanceBody DXB, and as a health and strength coach for the best-selling LEAN app, specialising in comprehensive body transformation and health strategies tailored for women.
When seeking guidance, demand credentials. Look for licensing, professional affiliations, and a clear commitment to evidence-based practices over fads or anecdotal “secrets.” Prioritise an individualised approach, clear communication, and an unwavering adherence to ethical conduct.
Empowering you for a healthier future
The core truth remains: personal success in weight loss, while admirable, is not a licence to practise medicine, nutrition, or exercise science. This dangerous blurring of lines must end.
To the consumer, I implore you: develop a healthy scepticism. Question every “coach,” every “miracle claim”, and every promise that seems too good to be true. Demand credentials. Demand evidence. Above all, invest in your health by investing in qualified, licensed professionals who understand the profound responsibility of guiding another human being. Your body, your health, your life – they are too precious to entrust to unverified claims and untested theories.
And to those who have achieved remarkable transformations and feel compelled to “help” others: channel that passion responsibly. If you are genuinely driven by a desire to improve health, then commit to the rigorous education and certification required to do so ethically and safely. Become a certified professional. Do not exploit vulnerability. Do not sell dangerous, unqualified advice. Be an inspiration through your story, not a liability through your products. Ultimately, true health and sustainable well-being are not born from shortcuts or “secrets”. They are the complex, nuanced outcomes of informed science, ethical guidance, and unwavering professional dedication.
