Most people don’t struggle because they “lack motivation.” They struggle because the goal is vague.

“Get lean.”
“Tone up.”
“Build muscle.”

That’s not a plan. That’s a wish.

Luke Matthews (owner of Physique Fit) teaches goal setting in a way that’s simple and coach-led: map your phases, make them measurable, and stick to the timeframes.

If you want the gym environment to match that mindset, here’s a look at Physique Fit as a Norwich gym.

Why most goals fail

Two reasons:

The goal isn’t clearly defined (you don’t know what “done” looks like).

There’s no timeframe (so the plan drifts, and motivation drops with it).

When you don’t have a mapped phase with a clear target, it’s easy to slide into “I’ll start properly next week” mode.

trainer holding and using tablet for schedule exercise training. Workout training in fitness gym.

The Physique Fit method: phases mapped + measurable

Good goal setting has two parts:

1) Phases (with a purpose)

You’re either in a dieting phase (getting leaner) or a high-food phase (building strength, performance, and muscle over time).

2) Measures (so you can track progress)

Pick a few key metrics and keep them consistent. That could be scale trend, training numbers, progress photos, or measurements — the point is that your progress is visible and trackable.

Make it clear. Make it repeatable.

Dieting phases: aim for 5-10% body fat per phase

Luke’s coaching principle is simple: when you’re dieting, your phase needs a clear outcome.

A practical way to think about it is aiming to drop around 5-10% body fat per dieting phase. It keeps the goal realistic, makes the phase measurable, and prevents you from “dieting forever” without a clear finish line.

Important note: body fat isn’t always easy to measure accurately. That’s why the goal is about structure and direction, and why keeping your tracking consistent matters more than chasing perfect numbers.

Timeframes matter (and why motivation drops when they drift)

You need a timeframe that aligns with your goal.

If you don’t set one, the phase stretches out. Training loses urgency. Nutrition gets loose. You stop trusting the process.

A simple example Luke uses: if someone is 85kg at around 20% body fat and wants to reach roughly 10-12%, that could mean losing around 8.5kg of fat. At a steady pace (often around 0.5-0.7kg per week for some people), that might look like roughly 12-17 weeks.

That’s not a promise or a guarantee – it’s a planning tool. Your timeline depends on consistency, lifestyle, and how aggressive the diet is.

Get leaner than your “comfortable look” before a high-food phase

This is where people get stuck.

They start a gaining phase while already sitting at the highest body fat they’re comfortable with. Then any increase on the scale feels stressful. They bail early. Progress stalls.

Luke’s rule of thumb: drop your body fat slightly behind your comfortable look before running a high-food phase. It gives you breathing room for the scale to move without panicking, and it makes the whole process more sustainable.

Person sitting in kitchen writing healthy nutrition fitness diet

High-food phases: logbook + lifting numbers first

High-food phases aren’t “eat loads and hope”.

They’re for performance.

Your priorities:

Use a logbook

Push your lifting numbers up

Accept that weight may increase, but lifting stays the focus

Done well, these phases are where you build the engine – strength, work capacity, and the training momentum you carry into the next cut.

How to apply this at Physique Fit (Norwich)

If you’re training in what you’d call Norwich’s best gym, it’s not just about equipment — it’s about standards and structure.

Physique Fit is open 24/7, with coached classes, 1:1 personal training, online coaching, and biomechanic assessments available. If you’re unsure how to map your phases or what to prioritise, we’ll help you set a plan you can actually follow.

FAQ

How do I know what phase I should be in right now?

Start with your main objective and your current reality. If fat loss is the priority, you need a dieting phase with a clear target and timeframe. If you’re already lean enough to tolerate some scale increase without stress, a high-food phase can be the move.
If you’re unsure, don’t guess. A coach can help you choose the phase that matches your goal and your lifestyle so you don’t keep resetting every few weeks.

Do I need to measure body fat to set a goal properly?

Not necessarily. Body fat estimates can be useful, but they’re not always consistent or accurate. What matters most is choosing a few tracking methods you can repeat weekly and compare fairly.
A simple approach is combining scale trend with photos and performance in the gym. You’re looking for clear direction over time, not perfect numbers.

How long should a dieting phase last?

Long enough to hit the target you’ve set, and short enough that you can stick to it without drifting. That’s why timeframes matter: they give the phase a boundary and keep you focused.
A good plan is one you can execute consistently. If your phase is too aggressive for your life, it won’t last. If it’s too loose, it will drag, and your motivation will fade.

What should I focus on during a high-food phase?

Treat it like a performance phase. Keep a logbook, push your lifts, and build training momentum. Scale weight can move, that’s normal, but lifting progress stays the priority.

The goal is to come out stronger and better trained than you went in, so the next dieting phase is built on something solid.

Why most goals fail