We help Australians who are done with dieting fall in love with healthy eating — so that feeling fantastic, and losing weight, becomes a natural byproduct of how they live.
We do it by fixing the four foundations — mindset, nutrition, lifestyle and movement — one week at a time, over 13 weeks.
Designed, delivered and supported by Australian Accredited Practising Dietitians.
No spam. Just first access when we launch.
The Real Problem
The world we live in has been engineered — often deliberately — to make unhealthy choices easier than healthy ones. Researchers call this the obesogenic environment.
Fast food is cheap, convenient, and formulated to override your body's fullness signals. Supermarkets place the most processed products at eye level and near the checkout. Food advertising is everywhere, targeting children and adults alike. Most jobs mean sitting for eight or more hours. Stress is endemic — and stress drives emotional eating.
This is the environment every Australian wakes up in every day. And yet when people struggle to maintain a healthy weight, the conversation almost always comes back to one word: willpower.
External: Fast food density, supermarket design, food marketing, sedentary workplaces, urban sprawl
Internal: Stress, fatigue, negative self-talk, emotional eating, time poverty
The result: The dieting cycle — restrict, crave, lapse, shame, repeat — with a new diet each time
The evidence: 67% of Australian adults are overweight or obese — not because they lack willpower, but because the environment is working against them
The Solution
First13 addresses the four things that determine whether lasting health change happens — not just whether it starts.
Understand the psychological barriers that keep you stuck — and the evidence-based tools to move past them.
Real nutrition education from an APD — not a meal plan or a list of banned foods, but genuine understanding of how to fuel your body.
Sleep, stress, relationships, environment — the factors that shape your health whether you're thinking about them or not.
Movement that fits your life — not a punishment, not a performance, just sustainable physical activity that makes everything else easier.
How It Works
Each week unlocks new content across all four pillars — short, practical, and designed to build on what came before.
Tell us about yourself — your goals, your history, what's worked and what hasn't. This shapes everything that follows.
Your APD reviews your intake and creates a personalised plan — your roadmap for the 13 weeks ahead.
Each week, two in-depth modules across nutrition, mindset, lifestyle and exercise — plus worksheets to help you apply the content to your own life.
AI-powered support available 24/7, trained on the full program content. Your APD is available for anything that needs a human.
What You Get
A bespoke plan created by your APD at the start of the program — your goals, your starting point, your path forward.
Two rich modules every week across the 13 weeks — evidence-based content you can read at your own pace, when it suits you.
The core 26 modules cover everything you need — but additional modules let you go deeper where it matters most to you. Topics include Portion Control, Meal Planning, Nutrition Guides (macros, micros, energy balance), Alcohol & Your Health, the Kickstart & VLED approach, Understanding the Obesogenic Environment, and deeper dives into mindset — emotional eating, habit formation, building self-compassion. Pick what's relevant to your life.
26 worksheets designed to help you apply the content to your own life — not generic exercises, but targeted reflection tools.
A short video from Steve and Lane to open each week — context, encouragement, and the thing that matters most this week.
Questions about nutrition, recipes, motivation — get answers instantly, grounded in the program content and Lane's expertise.
First13 is designed and delivered by Australian Accredited Practising Dietitians — the gold standard for nutrition therapy, and the only nutrition credential recognised by Medicare. Not influencers. Not health coaches. Dietitians.
Your Guides
First13 wasn't designed in a lab. It was built by two people who've spent years working out why health change is hard — and what actually helps.
Co-Founder, First13
Steve founded food.com.au after his own experience navigating weight, health and the overwhelming noise of nutrition advice. He knows what it's like to try — and to feel like the system isn't built for real people with real lives. First13 is his answer to that.
APD & Co-Founder, First13
Lane is an Accredited Practising Dietitian who co-created the First13 program content from the ground up. Her belief — that lasting change comes from genuinely falling in love with healthy eating, not from restriction — is at the heart of everything First13 does.
Early Participants
"I've done every diet going. This was the first time I actually understood why I kept falling off the wagon — and what to do about it."
"The worksheets were confronting in a good way. The mindset content alone was worth the whole program for me."
"Having Lane as the APD behind it gave me confidence that the nutrition advice was actually sound — not just another fad dressed up in science-y language."
Still not sure?
That's what 13 weeks can do. Not a transformation that fades when the program ends — a foundation that stays with you for the rest of your life.
Join the Waitlist
We're launching 1 September 2026. Join the waitlist and get first access, early-bird pricing, and updates as we get closer to launch.
Takes 30 seconds. No commitment. Just your spot in the queue.
Your details are kept private. We'll only contact you about First13.
Questions