When people talk about changing their health, the conversation often drifts toward extremes. Strict plans. Total overhauls. The promise of fast results. But Alex Neilan, founder of Sustainable Change, believes that this framing misses the point entirely.
“Most people aren’t failing because they don’t want it enough,” he says. “They’re failing because the advice they’re given doesn’t fit the reality of their lives.”
Neilan’s work focuses on a quieter idea: that health should be built around what already exists (like jobs, families, stress, uneven schedules) rather than demanding that people temporarily escape them. His approach has resonated particularly strongly with women who feel exhausted by cycles of starting over.
Designing Health That Can Be Repeated
Rather than chasing motivation, Neilan helps clients build systems. Systems that still function on busy weeks, during low-energy days, and when life feels unpredictable.
“Motivation comes and goes,” he explains. “But structure stays. If you design habits that work when things aren’t perfect, that’s where consistency comes from.”
This philosophy sits at the heart of Sustainable Change. There are no rigid meal plans and no expectation of perfection. Instead, clients are encouraged to simplify: to choose the easiest form of movement they will actually do, to eat in ways that feel normal rather than restrictive, and to focus on routines that reduce friction rather than increase pressure.
The result is progress that builds gradually. It may not announce itself immediately, but it tends to last.
A Different Kind of Progress
Many women who work with Neilan describe a shift not just in their bodies, but in how they speak about themselves. Early language often sounds tentative: “I’m trying.” Over time, it becomes more settled: “This is just what I do now.”
“That change in identity matters more than any number,” Neilan says. “When health becomes part of who you are, you stop relying on willpower to keep it going.”
This emphasis on identity is drawn from behavioural science, but Neilan rarely leads with theory. Instead, it appears in small decisions: building routines around existing habits, removing unnecessary rules, and reframing setbacks as information rather than failure.
Sustainable Change, By Design
The company Neilan founded reflects the same principles he teaches. Coaching is personalised, but flexible. Guidance is evidence-based, but practical. The aim is not to push clients harder, but to help them find a pace that feels realistic long-term.
That philosophy has helped Sustainable Change grow largely through word of mouth. Reviews frequently highlight not intensity or inspiration, but steadiness, a sense that progress finally feels manageable.
“Health doesn’t need to be dramatic,” Neilan says. “It just needs to be liveable.”
And for many, that reframing is what makes change possible at last.
