Why Do I Bang on About Protein So Much?

Because after calories, getting enough protein is the most important factor in reaching your goals - whether that’s fat loss, muscle gain, recovery, or performance.

I talk about protein a lot with my clients and members (like a broken record) because if they’re not used to eating enough or don’t understand why they need it, it can be hard to hit their target.

As a starting point, I advise aiming for at least 100g of protein per day - you’ll feel the benefits. I recommend this because many people eat far less than that and don’t consider their individual needs. My personal daily target is 140g to function at my best and reach my goals. Everyone’s requirements will be different, so if you want to know your specific target, ask a coach or nutritionist for guidance. But as a general rule, 100g is a great place to start.

Why?

• Protein helps preserve lean muscle in a calorie deficit. When you’re trying to lose fat and eating fewer calories, your body doesn’t just burn fat - it breaks down muscle, hormones, and other tissues too. But if you eat enough protein, your body will prioritize fat loss while maintaining muscle, keeping you lean, strong, and healthy instead of just “losing weight.”

• Protein keeps you fuller for longer. This helps control hunger and reduces mindless snacking.

• Protein has a high thermic effect. Your body burns calories just by digesting and absorbing it. Ever had the “meat sweats”? That’s your body working harder to break down protein—you’re welcome.

• Protein is essential for recovery. It’s made up of amino acids, which are the building blocks for new tissue. Your body doesn’t produce these naturally, so you need to get them from food. Protein prevents muscle breakdown and helps rebuild tissue after workouts, injuries, or surgery.

The evidence for the benefits of protein continues to grow, especially for overall health as we age. It’s great to see more conversations about this - even from doctors! And no, protein isn’t just for bodybuilders. You also don’t need to eat tons of meat to increase your intake.

If you’re unsure where to start, ask for help or download my ebook - “If You Never Eat, You Never Grow” - where I break down the nutrition fundamentals I teach my clients. You can find it in the online shop on my website.

V