Every year, I used to fall into the same exhausting cycle—and maybe you have too. Spring would roll around, the weather warmed up, and suddenly I’d be hyper-aware that summer was coming. Panic set in. I’d step on the scale, glance at my closet full of shorts and swimsuits, and think, “I’ve got to do something—fast.” Cue the crash diets, the detox teas, the “summer shred” programs promising miracles in six weeks. For a little while, I’d tighten the screws. I’d lose a bit of weight, maybe enough to feel “acceptable” at the pool or on a beach trip. But it never lasted.

Fall would arrive, and with it came football Sundays, pumpkin spice everything, comfort foods, and a return to old habits. By winter, I was hiding under layers of clothing, telling myself it was fine, I’d get “serious” again in January. And so the cycle repeated—year after year after year. Sound familiar?

Why Seasonal Weight Loss Fails (and How the Diet Industry Keeps You Stuck)

Here’s the thing: this cycle isn’t an accident. It’s by design. The diet industry thrives on our seasonal panic. They know exactly when to hit us hardest—with flashy ads about “beach bodies” in spring, “detoxes” after the holidays, and “new year, new you” gimmicks every January. They don’t make billions from people who lose weight once and keep it off. That would be terrible for business. Their profits come from repeat customers—people just like I used to be—cycling through the same desperation every season, buying the same products, the same plans, the same lies. If their solutions actually worked long-term, they wouldn’t need to sell you the next one. The truth is simple but hard to swallow: the diet industry is counting on your failure.

Health Isn’t Seasonal

Here’s the mindset shift that finally broke me free from that cycle: my body doesn’t care what season it is. My heart doesn’t take winter off. My joints don’t only need support in summer. My energy, my mood, my confidence—they don’t magically reset because the calendar flips. Health isn’t seasonal. It’s not about looking good for a few weeks in June or “getting through” the holidays in December. It’s about how I live every single day of the year.

Once I understood that, everything changed. I stopped thinking about health as something I turned on and off depending on the weather or the next vacation. Instead, I started seeing it as an ongoing investment—like brushing my teeth, paying my bills, or showing up for work. Not optional. Not seasonal. Just part of who I am. This realization was one of the small, smart choices that laid the foundation for my 140-pound weight loss journey.

Why Fall Is the Perfect Time to Start Losing Weight

1) Structure Returns

After summer’s chaos—vacations, barbecues, late nights—fall brings back routine. Kids return to school. Work schedules normalize. With that comes predictability, which is the foundation for building sustainable habits.

2) Cooler Weather Helps

Exercising in the blazing summer heat can be miserable. But fall? Crisp air, colorful leaves, comfortable temperatures. Walks, runs, or even yardwork suddenly become enjoyable again.

3) Home Becomes the Center

Summer often pulls us out—restaurants, social events, travel. Fall brings us back indoors, back to the kitchen. Cooking at home, meal prepping, and experimenting with healthier recipes becomes natural.

4) No Immediate Deadlines

This one is huge. In fall, there’s no swimsuit panic two weeks away. You don’t have a beach trip pressuring you into quick fixes. Without that artificial deadline, you can slow down and focus on building habits that last.

5) Momentum for the Holidays

Imagine entering the holiday season with progress under your belt instead of guilt. Instead of waiting until January to undo damage, you roll through Thanksgiving and December with confidence and control. Starting in fall gives you the runway to succeed where most people stumble.

The Power of Small, Smart Choices Over Crash Diets

Real change isn’t glamorous. It doesn’t look like reality-show weigh-ins. It looks like tiny, almost boring adjustments that compound over time:

• Swapping water for soda.
• Taking a 15-minute walk after dinner.
• Planning three meals ahead instead of reacting to cravings.
• Choosing grilled over fried—maybe not every time, but most of the time.

These aren’t massive overhauls. They’re small, smart choices. And here’s the secret: those small choices, made consistently, beat crash diets every single time.

How I Lost 140 Pounds Without Dieting

I’ve been in your shoes—over 400 pounds, desperate, tired of failing. I spent years chasing the next quick fix, the next plan, the next “solution.” Nothing lasted. What finally worked wasn’t a program or a supplement. It wasn’t punishment in a gym. It was choice. Every day, I asked myself one question: What’s the small, smart choice I can make right now? One by one, those decisions stacked up. I lost 140 pounds. More importantly, I kept it off.

Now I teach the same approach across my ecosystem: my book Shut Up and Choose, my podcast at podcast.shutupandchoose.com, and my coaching resources. My entire philosophy is simple: Stop Dieting. Start Choosing.

Breaking Free From the January Illusion

We love to tell ourselves that “January is when I’ll get serious.” But how many Januarys have come and gone while you’ve made the same promise? January doesn’t come with magical powers. Monday isn’t a fresh-start fairy. Summer won’t transform you without your effort. The only moment you can control is now. Fall, winter, spring, summer—it doesn’t matter. What matters is that you start.

Which Version of You Will Next Summer Reveal?

Version one: You’re hiding under layers, panicking again, Googling “summer shred,” swiping your card for the next scam. Frustrated. Tired. Stuck where you started.

Version two: You’re looking back with pride. You spent nine months choosing differently—slowly, consistently, without the pressure of deadlines. You’re confident, energized, and free from the cycle. The choice is yours—and it starts today.

My Challenge to You

Stop waiting for the perfect time. Stop believing the lie that a season, a date, or a deadline will save you. Take one small step today. Just one. Drink water instead of soda. Take a 10-minute walk. Prep a healthy lunch. Go to bed 30 minutes earlier. Then do it again tomorrow. And the next day. And the day after that. Before you know it, you’ll realize the seasons don’t control your health—you do.

Final Thought: Stop Dieting. Start Choosing.

The diet industry wants you stuck in the seasonal cycle because that’s how they make money. But you don’t have to play their game anymore. Fall is the perfect time to break free—not because the leaves are changing, but because you are ready to change. Which path are you choosing?