If you’ve ever tried to lose weight, you know it’s not so easy. In fact, it can be incredibly challenging (just look at all the billions of dollars we collectively spend on weight loss every year).  So that begs the question: why is losing weight so hard? While challenges with weight loss are multifactorial, today we look at one of the hidden psychological obstacles that often gets in the way. And that’s feeling like the things we must do to lose weight are a form of self-punishment.  It can seem like we’re being forced to do things that we don’t enjoy, and eat foods we don’t love, and the real kicker? We must do them F.O.R.E.V.E.R.  Healthy decisions like: Eating vegetables at every meal Minimizing processed foods and sugary snacks Fitting in time at the gym most days Prioritizing meditation or yoga over Netflix or surfing the web… … can have us feeling like there’s no longer any pleasure or enjoyment in life. Friends, as long as weight loss feels like self-punishment, we’re always going to be in a battle with ourselves.  As Marc points out to guest coaching client, Adrianne, it’s pretty hard to find freedom in weight loss when getting there has us feeling imprisoned.  As you’re about to learn, a big part of the weight loss journey is reversing the old belief, “I must punish myself in order to lose weight.”  That’s what this episode is all about: learning how to transform this negative belief that holds so many of us back.    {Ready to call a ceasefire in your battle with eating, and find peace and freedom with food? Learn more about our newest program, The Emotional Eating Breakthrough, set to release in early 2023! https://learn.psychologyofeating.com/} --------------- Learn more about us at The Institute for the Psychology of Eating: https://psychologyofeating.com/  Interested in becoming a certified coach in eating psychology? Then tune in to hear Marc talk about our Mind Body Eating Coach Certification Training, and download a copy of our School Catalog: https://psychologyofeating.com/info-kit/ Learn our powerful, cutting-edge approach, and discover how you can create a unique career helping others find peace and freedom with food. Follow us on social:  - YouTube: https://www.youtube.com/c/Psychologyofeating - Facebook: https://www.facebook.com/IPEfanpage - Instagram: https://www.instagram.com/eatingpsychology/ - Pinterest: https://www.pinterest.com/eatingpsych #emotionaleating #weight #dieting #sustainableweightloss #foodfreedom #intuitiveeating #healthyhabits #healthylifestyle #bodypositivity #psychologyofeating #marcdavid