From Diet Culture to Self-Compassion: How Cally Jones-Brown Helps Professional Women Rebuild Trust in Their Bodies
In a world saturated with quick fixes and extreme wellness trends, Cally Jones-Brown stands apart as a beacon of sustainable, compassionate health coaching. As the founder of Become More Coaching, Cally specializes in helping professional women in their 40s and 50s break free from the exhausting cycle of yo-yo dieting and perfectionism that has defined their relationship with health and wellness for years.
Cally's journey into health and wellness coaching began with her own personal transformation. Like many of the women she now supports, she spent years following rigid diet plans, counting macros, and pushing through punishing HIIT workouts—all while her confidence, energy, and joy steadily declined. Her turning point came on a day when all she ate was a single satsuma, overwhelmed by restrictive food rules that left her undernourished and disconnected from her body's needs.
This moment of clarity led Cally to completely reimagine what health and wellness could look like when approached from a place of respect rather than punishment. Today, she guides women through a revolutionary shift—from outsourcing their worth to the scale to building genuine trust in their bodies and choices.
Cally's approach is particularly powerful for high-achieving professional women navigating hormonal changes, energy dips, and the unique pressures of midlife. Through mindset work, body awareness, and gentle structure, she helps clients move from perfectionism to self-connection, creating sustainable lifestyle changes that honor both their ambitious careers and their evolving bodies.
In this candid Q&A, Cally shares her insights on breaking free from diet culture, the specific challenges facing professional women in their 40s and 50s, and why true success in wellness isn't measured by the number on a scale—but by the quality of the relationship you have with yourself.
You mention helping women escape the 'exhausting cycle of restriction and self-doubt' when it comes to health. What was your personal turning point that led you to develop this approach, and how do you help clients rebuild trust with their bodies after years of failed diets and wellness programs?
Like the women I support, I spent years of my life doing the things I thought were ‘right’ - following various diet plans, intermittent fasting, counting macros, choosing ‘low-calorie’ options, doing lots of HIIT workouts…. you’d probably look at me and say I was nailing health & wellness. But the reality was, I couldn’t keep up - everything I tried was completely unsustainable. I was stuck in a cycle of yo-yo dieting - when one method inevitably failed I was on to the next thing that promised I would finally ‘get into that dress.’ My confidence was on the floor, as was my energy, sleep quality and general zest for life. I just didn’t believe I was of any value unless I fit a certain aesthetic, but ultimately everything I was doing was moving me even further in the opposite direction.
My turning point came when one day all I ate was a satsuma because I felt so overwhelmed by what I couldn’t eat that I ended up eating barely anything. I realised that this wasn’t ‘healthy’, although I’d managed to lose weight, it was coming at an unreasonable cost. It wasn’t sustainable, and more importantly, it wasn’t making me feel good in my life or my body. So, I started looking at things differently and asking questions like: What about approaching my health from a place of respect, not punishment? What would happen if I stopped outsourcing my worth to the scale?
Once I figured out that my body wasn’t the problem - it’s just what I’d been taught by diet culture - and I started treating myself with compassion and respect, things started to change. I began to listen to what my body needed - I nourished my body with healthy food, I started exercising for energy and moving in ways I enjoyed rather than seeing it as a punishment to remove the guilt of eating something ‘bad’.
I became a Health & Wellness coach to support women like me and guide them to rebuild trust in their bodies, in their choices, and in their ability to care for themselves without guilt or shame. Now, through mindset work, body awareness, and gentle structure, I help clients shift from perfectionism to self-connection. They start to make decisions from a place of alignment and compassion, not fear and control - and that’s where lasting change begins.
Your work focuses specifically on professional women navigating aging and hormonal changes. What unique challenges do you see this demographic facing in maintaining their health, and how has your coaching approach evolved to address the intersection of career demands and changing bodies?
There’s a very specific pressure that professional women in their 40s and 50s carry. They’ve often spent years showing up for everyone else and doing what they’ve been told is ‘healthy.’ They’ve often been high achievers their whole lives - ambitious, capable, driven, juggling work, family, and everything in between. But when their bodies start to change - whether it’s through hormonal shifts, energy dips, weight fluctuations, or disrupted sleep - they suddenly feel like strangers in their own skin.
The old methods and tools stop working, and that can feel incredibly destabilising, even scary. Many of these women are used to figuring things out and pushing through, but at this stage, pushing harder often backfires. What they need is a whole new way of relating to their health - one that’s rooted in listening and supporting their bodies rather than controlling them.
I also see a deeper mindset shift happening. Clients tell me they want to be a positive role model for their children - not just in terms of eating well or staying active, but in how they treat themselves. They’re starting to think more about longevity and the legacy they’re leaving behind. It’s no longer about fitting into a certain size - it’s about creating a lifestyle that feels sustainable and aligned with their values.
My approach acknowledges all of that. We talk about hormones, yes - but we also talk about identity, expectations, nervous system support, and redefining what strength and health look like in this season of life. It’s not about adding more complexity or challenges to an already full plate. It’s about meeting clients where they are, creating systems that work with the body not against it and coming at it all from a place of deep compassion and respect.
Rather than promoting quick fixes, you emphasize making 'wellness become a natural, effortless part of lifestyle.' How do you measure success with your clients beyond traditional metrics, and what advice would you give to other wellness professionals who want to create more sustainable, compassionate approaches to health coaching?
For me, success isn’t measured by the number on a scale or ticking off a goal list - it’s about helping women create a way of living that feels supportive, energising, and sustainable for the long haul. That means shifting the focus from outcomes to consistent actions. Are they carving out time for themselves regularly? Are they nourishing their body? Are they getting quality sleep?
Yes, physical outcomes can be part of the journey - more energy, feeling stronger, and often weight loss - but the more important measure of progress is the quality of their relationship with themselves.
When a client begins to tune into what she needs - physically, mentally, and emotionally - and makes decisions from that place rather than from fear, or external pressures or ‘shoulds’, that’s when we know the mindset is shifting and new habits are starting to stick. It’s not always flashy or linear, but it’s powerful. It’s obviously very subjective, but that’s the point - all these women really want is to feel good.
To other wellness professionals: your clients don’t need more discipline - they need more compassion, trust and clarity. Focus on helping people reconnect with themselves. Help them build habits they want to keep, not ones they feel like they’re constantly fighting against. Sustainable health coaching isn’t about micromanaging food or chasing perfection. It’s about helping people build a life that feels good to live in.
Resources:
Website: https://www.becomemorecoaching.com/
Instagram: https://www.instagram.com/becomemore.health/
LinkedIn: https://www.linkedin.com/in/cally-jones-brown/
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