Firmly50

Firmly50 Strength & weightloss coach for over midlife. In person & hybrid online. No more yo-yo dieting, calorie counting or gaining that fat weight again! In the park.

Trade body fat for lean muscle, change your relationship with exercise and food by building LASTING habits. If you haven't yet committed to enjoying your later years in a strong and fully functioning body, it is not too late to make it now. But it is urgent. Come and train with me. I will teach you how to do it. You can do it in the gym. You can do it at home. Even on an airplane. Visit my website or contact me for a FREE CONSULTATION, or leave your comments or questions on this page.

Burnout isn’t a motivation problem.It’s a programming problem.Too much too soon.No progression.No recovery plan.That’s h...
10/03/2026

Burnout isn’t a motivation problem.
It’s a programming problem.

Too much too soon.
No progression.
No recovery plan.

That’s how people quietly quit without realising it.

Here’s what actually causes fitness burnout and how to avoid it.

👉 Read the full article: https://firmly50.com.au/quiet-quitting-your-workout-understanding-and-overcoming-the-sil

Firmly50 with Shira, your strength and fat loss coach with a no-nonsense approach to lasting changes and bidding farewell to fat and baggage.

Explore the blog, where I break down the science behind weight training, metabolism, and midlife body changes
👉 https://firmly50.com.au/blog/

Free consultation
If you’re ready to train smarter and make changes that actually last, you’re welcome to reach out
👉 https://www.firmly50.com.au

High-touch, fully personalised online coaching
Looking for a structured, customised strength and nutrition program with direct support from me? Learn more about my online coaching here:
👉 https://firmly50.com.au/online-coaching/

The Physiology of Guilt vs. The Reality of Calories.If you think an unplanned slice of pizza is a setback, you’re lookin...
09/03/2026

The Physiology of Guilt vs. The Reality of Calories.

If you think an unplanned slice of pizza is a setback, you’re looking at the wrong data. One meal is a statistical blip in a 12-week fat loss phase.

In this article, I explain why that "accidental" indulgence might actually be the metabolic reset your body needed—and why getting back to your routine is the only move that matters.

Read More: https://lnkd.in/gehuC-63

Firmly50 with Shira, your strength and fat loss coach with a no-nonsense approach to lasting changes and bidding farewell to fat and baggage.

Explore the blog, where I break down the science behind weight training, metabolism, and midlife body changes
👉 https://firmly50.com.au/blog/

Free consultation
If you’re ready to train smarter and make changes that actually last, you’re welcome to reach out
👉 https://www.firmly50.com.au

High-touch, fully personalised online coaching
Looking for a structured, customised strength and nutrition program with direct support from me? Learn more about my online coaching here:
👉 https://firmly50.com.au/online-coaching/

You don’t have to carry the weight alone. 🤝As a personal trainer and consultant, I hear too many women worry that they’v...
08/03/2026

You don’t have to carry the weight alone. 🤝

As a personal trainer and consultant, I hear too many women worry that they’ve "missed their window" for strength, vitality, or achieving their goal weight.

Let me be clear: Hormone shifts, busy careers, and family demands do not have to be an anchor. They are just variables we adjust for.

This International Women’s Day, let’s normalize being more active, more muscular, and more vibrant as we get older.

Firmly50 with Shira, your strength and fat loss coach with a no-nonsense approach to lasting changes and bidding farewell to fat and baggage.

Explore the blog, where I break down the science behind weight training, metabolism, and midlife body changes 👉 https://firmly50.com.au/blog/

Free consultation

If you’re ready to train smarter and make changes that actually last, you’re welcome to reach out 👉 https://www.firmly50.com.au

High-touch, fully personalised online coaching

Looking for a structured, customised strength and nutrition program with direct support from me? Learn more about my online coaching here:

👉 https://firmly50.com.au/online-coaching/

To the woman who does it all: It’s okay to put yourself back on your own To-Do list. 🤍Society praises women for being "s...
08/03/2026

To the woman who does it all: It’s okay to put yourself back on your own To-Do list. 🤍

Society praises women for being "selfless," but as a health coach, I see the burnout that follows. Real health isn't just your macros or your step count; it’s the quality of your inner monologue and the strength of your boundaries.

This International Women’s Day, let’s ditch the fad diets that dim your light and embrace a lifestyle that fuels your fire.

You deserve a body that feels as good as it looks.

Stop treating cardio like a scheduled chore and start treating it like biological maintenance.In exercise science, we fo...
07/03/2026

Stop treating cardio like a scheduled chore and start treating it like biological maintenance.

In exercise science, we focus heavily on NEAT (Non-Exercise Activity Thermogenesis). This is the energy you burn during everything that isn't eating, sleeping, or formal sports. For most people, NEAT is the single biggest lever for boosting metabolic health—yet we ignore it in favor of hour-long treadmill slogs we eventually quit.

The truth? Your body doesn't need a gym membership to stay resilient; it needs frequent, low-intensity movement "snacks" to keep the engine humming.

I’ve broken down 9 evidence-based ways to bake cardio into your existing schedule without losing a minute of productivity.

Read More: firmly50.com.au/creative-ways-to-integrate-cardio-into-your-day-without

Stop blaming your willpower. If you struggle to stay consistent with exercise, it’s rarely a lack of discipline—it’s a n...
06/03/2026

Stop blaming your willpower. If you struggle to stay consistent with exercise, it’s rarely a lack of discipline—it’s a neurological defense mechanism.

When your heart rate rises, your nervous system doesn't just see "cardio"; it recalls every past experience of judgment or failure. To your brain, effort can equal danger. This isn't a character flaw; it’s a protective reflex designed to keep you safe from the discomfort of "not being good enough."

In my latest article, I break down why your brain resists the gym and how to use an evidence-based approach to bypass that resistance.

Read More: firmly50.com.au/why-starting-and-sticking-with-exercise-often-feels-harder-than-it-should

If your core is weak, your "big lifts" are built on a foundation of sand. 🌊You can have the strongest legs and shoulders...
05/03/2026

If your core is weak, your "big lifts" are built on a foundation of sand. 🌊

You can have the strongest legs and shoulders in the gym, but if your midline can’t transfer that force, you’re capping your gains and risking a blowout. We need to move past the superficial obsession with the re**us abdominis (the six-pack) and start targeting the deep stabilizers that keep you upright and powerful.

Read More: firmly50.com.au/lett-talk-about-your-core

Stop trying to out-train a nervous system that isn’t on your side.Most weight loss advice focuses on the "Calories In vs...
04/03/2026

Stop trying to out-train a nervous system that isn’t on your side.

Most weight loss advice focuses on the "Calories In vs. Calories Out" math. While the physics matter, the math is controlled by your biology.

In Part 3 of our series on the science of fat loss, we dive into the real control center: your nervous system.

Your fat tissue is directly "wired" by nerves. These nerves release adrenaline locally to trigger fat release, but they won’t fire efficiently if your insulin is spiked, your sleep is trashed, or your stress is chronic.

Read More: firmly50.com.au/fat-loss-unlocked-series-shedding-stubborn-fat-part-3

Beginners who are worried about injury or "looking silly."The fastest way to kill your progress isn't a bad diet, it's a...
03/03/2026

Beginners who are worried about injury or "looking silly."

The fastest way to kill your progress isn't a bad diet, it's an injury or a lack of consistency caused by fear. Most gym anxiety stems from a lack of technical certainty.

Science-first training isn't about "grinding" until you break; it’s about biomechanics, proper recovery cycles, and evidence-based programming. Partnering with a trainer who understands the physics of lifting removes the guesswork and the ego from the equation.

Learn why technique is the ultimate cure for gymtimidation.

Read More: firmly50.com.au/gymtimidation-make-the-weight-lifting-floor-feel-like-home

Sitting doesn’t just make you stiff.It rewires your movement patterns.Hours on a chair = reduced glute activation.That m...
01/03/2026

Sitting doesn’t just make you stiff.
It rewires your movement patterns.

Hours on a chair = reduced glute activation.
That means when you squat, hinge, or walk uphill, other muscles take over.

Your body adapts to what you do most.
If that’s sitting, don’t be surprised when your glutes go offline.

Here’s how to reverse glute amnesia and make your training actually work.

Read More: firmly50.com.au/its-all-in-your-glutes/

Stop treating one slice of pizza like a metabolic crime.We’ve been conditioned to believe that "perfect" eating is the o...
28/02/2026

Stop treating one slice of pizza like a metabolic crime.

We’ve been conditioned to believe that "perfect" eating is the only path to fat loss. It’s a lie. In fact, the obsession with perfection is usually what causes the very "failure" you’re afraid of.

One unplanned meal doesn’t stall your progress; it’s the cortisol-spiking guilt and the "I’ve already blown it" binge that follows that does the damage. Science shows that consistency beats intensity every single time.

Stop the cycle of self-punishment and learn how to navigate the "unwritten plan."

Read More: firmly50.com.au/reframing-last-nights-pizza-it-doesnt-have-to-be-a-sin-just-a-helpful-diet-break

Address

Caulfiled
Melbourne, VIC
3162

Opening Hours

Monday 10am - 8pm
Tuesday 10am - 8pm
Wednesday 10am - 8pm
Thursday 10am - 8pm
Friday 10am - 8pm
Saturday 10am - 3pm

Telephone

+61431954464

Website

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