Hi Friend

Most nutrition failures don’t happen at breakfast.

Or lunch.

Or even in the gym.

They happen after 6pm.

It’s what one nutritionist I worked with calls The After-18 Effect—and it quietly derails more client results than poor programming ever could.

She analysed over 700 clients.

Up to 6 pm, the successful ones and the strugglers looked almost identical.
 

Same foods. Same macros. Same intent.

But once the evening hit, everything changed.

The clients who stayed on track didn’t just rely on willpower.

They had a plan.

The ones who slipped snacked mindlessly, gave in to cravings, and “restarted” every Monday.

And it didn’t matter who they were.

Beginners. Advanced. Fat loss. Muscle gain. It was the same story.

Think about your own clients.

How many messages do you get at night asking if they can get away with something?

How many tell you they were “good all day”, but something went off track after dinner?

How many start strong on Monday and lose steam by Thursday?

That’s the After-18 Effect at work.

It’s not just a discipline issue.

It’s a human behaviour issue.

Because by the time evening hits, willpower is depleted.

Cortisol drops.

Cravings rise.
  

They’re tired.
 

They’re emotional.

They’re surrounded by food cues.
 

And they’re home, where most of their old habits live.

So when coaches try to fix this with stricter plans or motivational pep talks…

It almost never works.

The best trainers I know don’t fight the evening.
 

They build systems that make it easy to win it.

They help clients create evening routines that remove food decisions.

They structure protein intake to reduce cravings.

They give clients simple “if this, then that” plans to follow when triggers hit.

They stop relying on motivation… and start making success automatic.

In my next email, I’ll show you how one trainer used this exact approach to completely turn her client results around.

Best wishes,
Naomi

P.S. Ever spotted the After-18 Effect in your own clients? I’d love to hear how it shows up.